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Maximizing the Male Market

Posted: March 31, 2008

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Male-friendly services. Instead of calling a hair coloring a tint, call it age-defying. Instead of offering microdermabrasion, call it an extreme facial. Talk in terms the average man can understand, allowing him to feel more open to partaking in the service. You want male guests to feel comfortable telling their friends about the treatments they receive and to feel confident in recommending them.

The club concept. Give men the option to pre-purchase services. That way, they are familiar with the offering and are committed. Also, it makes the experience easier, as the men don’t have to wait around in line to pay each time. Then, for example, when they pre-purchase and schedule 12 massages, surprise them with additional services throughout their pre-scheduled package. During their sixth massage, offer a complimentary express manicure. After their ninth massage, offer a complimentary hot shave, and after their twelfth massage, offer them a complimentary pedicure. This will familiarize them with other available options and thank them for their continued loyalty.

A wellness approach. Teach men that preventive maintenance is going to result in better success in maintaining their look and overall good feeling. Talk in terms of wellness, saying things such as, “A massage every month helps lower blood pressure, de-stress and release toxins from the body,” instead of “Take time for yourself in our spa with a nice soothing massage.”

Establish loyalty. Men will remain loyal once you get them there—leading them in is the important step. A good way to help establish that loyalty is to have your front desk personnel pre-book men’s appointments, even before they finish their service.

Step 4: Homeward bound

Don’t let these male clients fall off when they go home, either. With home care, the most critical thing to remember is that you should keep it plain and simple. Recent statistics show new clients who purchase home care products following a service are about 85% more likely to return than those who do not.