Thursday, November 6th, 2008
Tip #1: Increase your service income over the phone!
:
• When a new customer calls to ask about your spa
treatments or hair services, describe first a popular hot
seller—one that’s priced above your “entry level”
treatment. Never suggest low-cost services unless asked
to!
• Set a company goal to make your higher priced treatments
your #1 sellers.
• Teach all employees to suggest premium services to
clients and callers first—they can go to a lower priced
offering if needed.
Tip #2: Sell more of your slower appointment time!
Problem: Evening and weekend appointments go quickly
but midday hours lack customers.
Solution:
• Instead of asking a client about preferred time first, tell
clients about the time you have open: “I’d be happy
to schedule your appointment. How would Tuesday or
Wednesday at 2:00 or 3:00 work for you? I have that
open right now.”
• Don’t assume that clients won’t accept those hours because
they haven’t seemed popular. If you want to sell something,
it helps to promote it instead of waiting for someone to ask!
Tip #3: Reduce the number and length of your spa packages!
Problem: Too many package choices; the larger packages are
expensive to track and train employees on, are difficult to
schedule (and take some of your best appointment times), create
big business losses when cancelled, and decrease retail sales.
Solution:
• Reduce packages to three in number, and not more than 4 hours
in length.
• Be sure to include a good retail-producing service (such as a
facial) at the end of the package to increase the chances of a
purchase.
This will open more of your prime time appointments for your
regular clients - the clients that are the most loyal, give the
most referrals, and buy more of your products!
Tip #4: Build some retail into your spa packages and premium priced
hair services!
Problem: Spa packages don’t produce any retail product sales and
some stylists can’t seem to be taught to sell anything.
Solution:
• Guarantee it! Create spa packages that include some home-use
products and price accordingly. Since most spa packages are
sold as gifts, they aren’t as price sensitive as other services.
• Your “Stress Relief” package can include a facial, massage,
pedicure, plus an aromatherapy candle and scented bath gel that
the recipient can enjoy before coming in for the appointment.
• High-end color treatments can include a shampoo or conditioner.
This allows a retail sale that isn’t subject to sales commissions and
permits you to sell some slower-moving items. This is a great
way to close-out some of your older inventory!
Tip #5: Don’t discount slow-selling products—showcase them!
Problem: Most spa and salon products fail to sell because they get
ignored, not because they’re unwanted by clients.
Solution: Instead of tossing them into the “sale” basket try these sales
techniques:
1. Move the product to a prominent place in the spa retail area, even the
reception counter.
2. Create a sign that says: “New!” or “Just Arrived!” and describe the
qualities and benefits of the product—emphasize positive feelings and
sensory descriptions!
3. Teach all employees that promote your retail products about the featured
item, why it’s great, who would want it, and then have everyone try it.
4. Make a contest to sell all of the inventory by a set date (no more than two
weeks) with a special prize for the highest seller – create enthusiasm!
Tip #6: Create a new and exciting “high-end” spa or salon treatment!
Here’s your opportunity to increase service sales
with little or no cost!
• Ask your stylists, estheticians, nail techs and body therapists to
create a new treatment using your existing products.
• Have them plan the protocol, name the treatment, and describe
how to promote it to clients.
• Make the treatment exotic, results-producing, and price it well
above your other standard offerings.
• Plan seasonal treatments that change regularly—this works
well!
Your customers and employees all love something new to try, so
why not author your own exclusive services?
This is a creative and income-growing way
to build your business!
Tip #7: Upgrade your gift certificate sales!
So easy that it’s funny! A man buying gift certificates for a woman in a
spa is like a woman buying gift certificates in an auto parts store;
they have one goal in mind: to get out of there as quickly as possible!
Rather than offer a man a service menu he probably can’t read, offer
him a (your) suggestion instead. Here’s the plan:
1. Select the spa package you most want to sell (not the least expensive
one like you used to…)
2. Ask him if he’d like a suggestion for a great gift that all of your
clients love! Of course he would…help him!
3. Tell him about your wonderful package and how much his recipient
will appreciate him for his choice. (Love Boat theme starts here…)
4. After he buys the package (yes, he will!) reinforce what a great
choice he made and what a lucky woman he has. Everyone’s happy!
Tip #8: Free yourself from the gift donation demand trap!
Problem: You love all of your customers, but how many times can you
hand out services to their charities before going broke?
Solutions: Here are two guaranteed ways to still be a generous business
but avoid giving away all of your valuable appointments:
• Give skin analysis gift certificates. These will only bring in the truly
interested clients, cost almost nothing to perform, and may produce a service
or product sale.
• Give makeup lessons. These are always the least-selling services at most spas
but a good place to look for new business. They’ll come in, produce
considerable retail sales, and help to fill those lonely makeup stools!
No cash value, swapping for something else, and loss of important service time!
Give a zillion of them, big hearted spa owner that you are!
*never give your appointments as raffle or door prizes—they’re often not valued by winners.
Tip #9: Stop killing retail product sales with samples!
Problem: Did you know that by offering your spa customers product
samples instead of recommending products to buy on-the-spot you lose
over 50% your potential sales? Samples allow customers time to reconsider
when they’re already primed to buy, cost you money to give away, and lets
employees run away from the responsibility of offering home-care advice.
Solutions:
• Require every service employee to fill out a product recommendation
form for every new spa customer. Sample only when clients ask for
samples, not before! You’ll need to make sure that this plan is being
faithfully fulfilled.
• Give samples only when: 1) Client doesn’t buy anything. 2) Client
reports already having a product similar to one suggested. 3) Client
has bought several items and you want to “gift” them with a sample.
4) They’re requested.
Tip #10: Doctors: cross sell your patients to your estheticians!
Problem: Physicians expect their patients to discover the services of the
office or medispa estheticians, but there’s often little to show for it.
Solution: Stop waiting and make it happen!
1. Have a facial and ask your esthetician to teach you about the treatment
and how to promote it to your patients (amazing how rarely this is done!)
2. Instruct patients on the wisdom and benefit of esthetic follow-up care
after receiving laser, IPL, peels, and other high-potency procedures.
3. Meet with esthetician(s) to plan a personal introduction routine and
description of post-treatment facial services.
4. Have an esthetician available for you to personally introduce to the patient
following your post-treatment advice.
5. Build the first facial treatment into the surgery price to stimulate use of your
esthetic services.
Do the above without delay! Your estheticians will appreciate the show of
support and you’re Profit will INCREASE!
