Your service menu is your most important sales tool, but when was the last time you really looked at it? Do the services and treatments that you offer properly reflect your spa’s personality and therapeutic vision? Are there services listed on your menu that you rarely, if ever, perform? Your menu should be the guide that leads your customers to the right item, and allows your technicians the opportunity to optimize their sales.

1. Optimizing Your
Service Menu

2. Your Presenter
Wynne Business provides consulting and education, including
live seminars and on-site team trainings, for the spa and salon
industry
• Lisa M. Starr
– 20+ years experience in
salon & spa industry
– Senior Consultant,
Wynne Business
– Community Ambassador,
Gramercy One
– Consultant, educator,
writer, presenter

3. The Role
of Your Menu

4. It Tells the “Story”
• Shares your
treatment vision with
your potential clients
• Describes
your capabilities
• Paints a picture of
how they “could” feel
• Addresses Logistics
– Prices, hours, location

5. It Helps Them to Project
• How will I feel
when I visit this
spa?
• What will be the
benefit of
spending this
time/money?

6. But Most of All . . .
• It has to convince a
prospective client
of two things
– That you can offer
them the right
treatment at the right
price & time
– That their visit with
you will deliver high
value

7. Creating a Sales-
Driving Menu

8. Principles to Consider
• Reflect the
vision/philosophy
of your spa
• Photography
• Organization
of content
• Ease of use
• Keepsake quality

9. Layout
• Do not list most
popular services
first!
• Keep modalities
together
• Get design
assistance as
needed

10. Consumer Response to Choice
• Option quantity
– More items increase chance
of optimal choice (Wright &
Barbour, 1975)
– Volume of items influences
final choice (Glazer, Kahn &
Moore 1991)
– BUT, too many
unacceptable items detract
• Takes too long to evaluate
• All choices might be wrong

11. Choice continued
• Types of options
– Consumer is looking
for a moderate level
of distinctiveness
– More unique
choices add value
– Jam study (Iyengar &
Lepper, 2000)

12. And Now,
How Much Is It?

13. Price for Your Client
$3.99 $14.95

14. $14.95 $73.00

15. Anchoring
$3.99 $14.95 $73.00

16. Pricing Strategies
• Most expensive, first
• Least expensive, last
• Give an array of options in-between

17. Organizing Menu Items
Skincare Treatments
Personalized Facial $ 85.00
The Glow Facial $ 90.00
Vitamin C Resurfacing $ 95.00
Welcome Facial $ 95.00
All Clear Purifying Facial $ 95.00
Age-Fighter Facial $ 105.00

18. Order of Services
Skincare Treatments Skincare Treatments
Personalized Facial $ 85.00 Vitamin C Resurfacing $110.00
The Glow Facial $ 90.00 Welcome Facial $104.00
Vitamin C Resurfacing $ 95.00 All Clear Purifying Facial $98.00
Welcome Facial $ 95.00 The Glow Facial $92.00
All Clear Purifying Facial $ 95.00 Age-Fighter Facial $88.00
Age-Fighter Facial $ 105.00 Personalized Facial $86.00

19. Create Options That Drive Sales
Skincare Treatments Skincare Treatments
Personalized Facial $ 85.00 Vitamin C Resurfacing $110.00
The Glow Facial $ 90.00 Welcome Facial $104.00
Vitamin C Resurfacing $ 95.00 All Clear Purifying Facial $98.00
Welcome Facial $ 95.00 The Glow Facial $92.00
All Clear Purifying Facial $ 95.00 Age-Fighter Facial $88.00
Age-Fighter Facial $ 105.00 Personalized Facial $86.00
Skincare Enhancers
Younger Hands Treatment $14.00
RevitalEyez $12.00
Antioxidant Mask $11.00
Clear Skin Mask $9.00
Pucker Power $8.00

20. Optimizing Your
Service Menu
Thanks for your attention!
Questions? Email Lisa Starr at
gotalkone@gmail.com
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