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Old 10-09-2014, 01:55 PM   #11 (permalink)
 
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Re: Raising single visits to work with your plans.

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Originally Posted by RAYZFORDAYZ View Post
I guess Im just wondering if 7% singles is a decent % of total revenue or if I could be converting more.
If 7% of your sales are single session, your single session price is too low. You should never have to convert from single session if single session is priced high. A person will only buy single session if they feel it is the best value or they are only in town for one day.
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Old 10-09-2014, 03:23 PM   #12 (permalink)
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Re: Raising single visits to work with your plans.

Actually, the numbers you want to look at to evaluate single sessions is the percentage of TANS they represent, not percentage of REVENUE.

AND - what level/type of equipment they are on, by percentage.

AND - how many of your customers fall into this category


Think of it this way:

If I make $100,000/year and 7% ($7000) is in singles.....


What that actually "means", is you need more info....

For example -

I could have a Matrix with $35 singles - maybe the $7000 is ALL on that - 200 single visits on the Matrix.

Alternatively, I could have a $7 level 1 bed - and that $7000 is ALL on those - 1000 single visits on Level 1.


Same amount of revenue, same percentage of total sales - but tell two very different stories!


Instead - look at this:

1. Total tans done as singles/ total tans.

This gives you the percentage of tans bought be customers who were ONLY willing to commit to that ONE tan, that ONE day.


Then - of those - what equipment do they use?

Are most of your singles on the base beds? On your highest level equipment? On Spray? Or a pretty even mix?

2a. Single tans each Level/Total Single tans

Within this, you can also look, for any level, what percentage of tans are done as part of a package as opposed to a single. E.g. maybe you only seem to attract single visits on your Spray, not packages. Why not? Are the results poor? Or is the pricing wrong?

2b. Single tans level 1/total tans Level 1 (do for each level)


Finally - you can look at your customer base. What percentage of customers do single visits only (1 or more times), versus those that tan with you on some sort of package or membership?



3. Number of UNIQUE CUSTOMERS that bought singles/Number of Unique Customers.



This tells you about how widespread the issue is. Do you have a few customers that just INSIST on regularly doing single visits? Or do you have a large number of customers that try you once or twice for a single - and never return?
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Old 10-09-2014, 03:26 PM   #13 (permalink)
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Re: Raising single visits to work with your plans.

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Originally Posted by RAYZFORDAYZ View Post
Was hoping to get some opinions on raising single visit pricing (not by much, maybe $3 each level) to make the memberships more appealing and round out the math when breaking down packages to customers. Based off your experience with this, does it work overall or does it just **** the single visit customers off and make them go elsewhere?

After you look at the numbers I suggested above, the answer to this will emerge from the data!

All your price points are designed to drive what you WANT to sell! There are many ways to make membership more appealing - raising single visit pricing isn't necessarily the first step!
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Old 10-10-2014, 03:07 PM   #14 (permalink)
 
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Re: Raising single visits to work with your plans.

Actually it is easy to determine what you are selling the most of just by looking at your price structure. That is why it is important to have a properly structured pricing. By doing so you are directing tanners to make purchases based on their needs and your level of communication with that tanner.

If your HP single session is $35, you are not selling a lot of single sessions on that system. If your single session on level one is $8 to $10 you are not selling a lot of single sessions on those systems. However if single session is $5 dollars level one and $15 for a HP tan ,you are probably selling a lot of single sessions. The idea is to create value for buying a bigger package and charging a premium for single or small packages.

If in fact 7% of your sales are single sessions and they are priced where they should be priced, you must be a great sales person. No one needs only one tan unless it is a great value to buy one tan at a time.

Yes you must always pull reports and evaluate them to see what you are doing right and wrong and where you should concentrate your efforts.

I would be interested in seeing what price those 7% single sessions were sold at on each level
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Old 10-10-2014, 05:42 PM   #15 (permalink)
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Re: Raising single visits to work with your plans.

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Old 10-10-2014, 05:44 PM   #16 (permalink)
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Re: Raising single visits to work with your plans.

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Old 10-10-2014, 06:17 PM   #17 (permalink)
 
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Re: Raising single visits to work with your plans.

Salon owner who listens to Ann wins.......
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Old 10-13-2014, 05:16 PM   #18 (permalink)
 
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Re: Raising single visits to work with your plans.

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Salon owner who listens to Ann wins.......
Ann is a great source of information.
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Old 10-13-2014, 05:22 PM   #19 (permalink)
 
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Re: Raising single visits to work with your plans.

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Originally Posted by sunsally View Post
After you look at the numbers I suggested above, the answer to this will emerge from the data!

All your price points are designed to drive what you WANT to sell! There are many ways to make membership more appealing - raising single visit pricing isn't necessarily the first step!
You are right, if your single session prices are too low, chances are there are problems with the rest of your pricing. It is easy to make the mistake of just introducing a new element of your pricing without realizing that it may have an adverse effect on the rest of your pricing.

When you decide to make price changes, take a look at your entire price structure in relationship to your equipment mix.
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