Selling the Course, Not the Session

Who this book is for

Chủ tiệm và quản lý salon tóc, nail, spa, chăm sóc da ở Việt Nam; quy mô từ hai ghế tới ba cơ sở; phần lớn chủ tiệm vẫn đứng ghế làm nghề mỗi ngày.

Sound familiar?

• The price list is ordered by session, so clients compare sessions with the salon next door.
• Discounts whenever a client hesitates, teaching them to wait for a discount.
• Sells courses by persuading at the chair; staff feel awkward and clients feel pushed.
• Knows what one visit is worth but not what one client is worth over six months.

Each chapter answers one question

1. Chapter 1: Are clients paying for an hour, or for the mirror?

   Is my service selling time or selling a result?

   Clients do not buy sixty minutes; they buy a result they can see a few weeks later.

2. Chapter 2: When I discount a session, what am I actually cutting?

   What does one session of my service cost, including chair time?

   If you do not know what one session costs, every discount is a blind discount.

3. Chapter 3: Does a package serve clients, or just my cash flow?

   What does my package solve that buying single sessions does not?

   A good package is one a client understands in thirty seconds and sees as cheaper when measured by results.

4. Chapter 4: Can I offer a package without it feeling like pressure?

   At what point in the session do my stylists invite clients to buy a package?

   A package pitch fails when it serves a quota; it works when it follows on from the result the client just saw.

5. Chapter 5: Is never raising prices really how I keep clients?

   When did I last raise prices, and on what basis?

   When prices never rise, supplies and wages quietly erode the profit.