Let’s be honest, this is the goal isn’t it? Happy clients and a bulging bank balance. Here’s some tips from Elaine Craig at Phorest Salon Software on how to achieve just that, without aggressive selling but instead a passion for enhancing your client experience.
Elaine explains, “When done thoughtfully, up-selling supports your clients’ beauty goals while driving repeat business and boosting revenue.” Here are some effective, easy-to-apply strategies designed for hair and beauty salon owners…
Welcoming your client
Personalised digital forms
Your client’s journey begins at reception. Using pre-appointment digital consultation forms, gather key details such as home care routines, skin or hair concerns, and personal goals. This information allows your team to suggest tailored treatments or products that directly address client needs. For example, if a client mentions dry skin before a facial, your team can recommend a hydrating treatment or serum right at check-in. This proactive approach sets a positive tone and makes clients feel understood from the moment they arrive.
Eye-catching product displays
A well-arranged product display near your reception area can work wonders. Place seasonal or themed displays in high-traffic spots, like the waiting area or reception desk, to draw attention to your retail offerings. Grouping products into attractive bundles, such as a “Winter Rescue” kit for hydration or a “Summer Shine” collection for vibrant hair care, not only beautifies your space but also serves as a conversation starter for your team.
Leverage loyalty programmes
Integrating loyalty programmes into the welcome process can further enhance the client experience. Reviewing a client’s points balance and recommending treatments or products they haven’t tried yet can encourage additional spending. Clients are more likely to purchase when brands offer a personalised experience, loyalty programmes become an invaluable up-selling tool.
Up-selling during appointments
Engage through conversation
The appointment is the perfect time to build rapport and understand client needs on a deeper level. Train your team to ask open-ended questions such as:
- What’s your biggest hair or skin concern right now?
- What specific results are you hoping to achieve?
This conversational approach not only shows that you care about their individual concerns but also paves the way for personalised product or service recommendations.
Event-based recommendations
If a client mentions an upcoming event, say, a wedding or holiday celebration, why not tie-in your suggestions directly to their needs. For instance, recommending a hydrating facial before a big day or a smoothing treatment to tame frizz for an outdoor event makes your advice timely and relevant. This targeted strategy increases the likelihood that your suggestions will be taken on board.
Demonstrate product benefits
During treatments, take a moment to explain the benefits of the products you’re using. For example:
- “This leave-in conditioner protects your hair from heat styling and keeps it shiny all day.”
- “This hydrating mask, rich in hyaluronic acid, plumps your skin for a youthful glow.”
By demonstrating product use, clients can see immediate benefits and are more inclined to purchase the same products for home use.
Finishing with care
Personalised aftercare and follow-up
When your client is finishing their appointment, this is a final opportunity to reinforce the value of your services. Provide a tailored aftercare plan that recaps the products used during the appointment and suggests follow-up treatments to maintain results. Encouraging on-the-spot re-bookings not only secures future visits but also reinforces your role as a trusted advisor in their beauty journey.
Highlight promotions and deals
Use your reception desk to mention any time-sensitive promotions or exclusive deals. Whether it’s a discount on a bundled product offer or a special rate for the next appointment, a gentle reminder can tip the balance in favour of a sale. A simple prompt such as, “Would you like to schedule your next visit now to keep these great results?” can drive both immediate sales and long-term loyalty.
Post-visit retail strategies
Follow-up communications
Your relationship with the client shouldn’t end at the door. Follow up with personalised emails or SMS messages featuring exclusive offers, product recommendations, and rebooking reminders. This continued engagement keeps your brand top-of-mind and encourages clients to invest in their at-home routine with your products.
Online retail opportunities
Consider extending your retail strategy online. An online shop or a dedicated e-commerce platform allows clients to purchase their favourite products 24/7. Promoting online-only deals through post-visit communications can drive additional sales and keep your clientele engaged even after they leave the salon.
By implementing these up-selling strategies, starting from the reception welcome, engaging clients during their appointments, and finishing strong at end of their appointment, you create a seamless, valuable experience for your clients. Not only do these techniques boost your revenue, but they also enhance the overall service quality in your salon, spa, or clinic, building lasting client relationships along the way.
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