Sell the Glow, Not the Glycolic
By Rachel Medlock. Your treatment menu is a list of vehicles. A 60-minute facial, a skin consultation, a 12-week program. They’re all ways of getting your client from where they are now to where they want to be. Nobody is buying the vehicle. They’re buying the destination. Your client isn’t awake at night thinking, “I wish someone would perform a 60-minute facial on me for only $199.” They’re thinking, “I wish my skin looked like it did five years ago.” Nobody has ever added a microdermabrasion to their vision board. They’ve added the skin that comes after it. The salons booking out understand this distinction instinctively. The ones struggling with conversions are almost always leading with the vehicle rather than the destination. They’re selling the plane ticket without mentioning the holiday. There’s a neurological reason for this, and it goes beyond marketing theory. When a client decides to book, the
