Selling certainty
A bride choosing a makeup artist is buying the reduction of a risk: that on the morning something won't work and there'll be no time to fix it. Everything that visibly reduces that risk is worth more than anything that adds a feature.
The trial is the clearest example. Presented as an optional extra it looks like an upsell; presented as the thing that makes the day an execution rather than an improvisation, it becomes the reason to choose you.
Packages work in this business because the client has no basis for comparing individual items. A price covering trial, the day itself and the people around her is easier to judge than a list she can't price.
What the client is buying
The chart is qualitative and shows the weight of each element in the choice.
How to present it
Sell the certainty
It's what she's buying.
Include the trial
Not as an optional extra.
Quote a package
A list she can't price doesn't help her.
Be clear about the limits
A trial reduces risk, it doesn't remove variability.
On the job
- Sell the reduction of risk, not the extras.
- Include the trial in the offer, don't sell it separately.
- Quote a package: the client can't price a list.
Including the trial changes what you're selling: the offer becomes a day that will go as agreed, which is exactly the thing the client is anxious about and the only thing she'll pay a premium for.
A package is easier to judge than a list because the client has no reference prices for individual items: she can compare one total against another supplier's total, and that's the comparison she's actually able to make.
From conversation to guided consultation
Saloria brings guided consultation to make-up artists and bridal beauty teams: face analysis, look plan and protocol help align face, hair, color and expectations before the event day.