Home' Spa and Clinic : Volume 63 October 2015 Contents scrubs/waxing - again with a price incentive,
works very well.
Also effective are packages that offer
complimentary products, such as: Buy 2
tans (approximately $70) and receive a
complimentary exfoliator or moisturiser
(150ml product choice). Or offer 10 percent
off retail excluding kits.
Put together kits of take-home products
to optimise and prolong the tan or mani-
pedi at a reduced price. This makes the
choice easier for a client.
Marketing manager, Faby Nails
It's vital to keep promotions current and
relative -- for instance, Spring makeover
promotions are perfect as I write this.
You could create and decorate a theme
to entice customers into the salon, say by
putting cherry blossom in your window
with signage promoting your special offer.
But Instagram is the quickest and most
convenient way to promote offers.
When devising promotions, keep in
mind the sorts of things that are important
to your particular clients. For instance,
price-sensitive clients will be looking for
something for free.
Offering a complimentary half leg wax or
eyebrow/lash tint when they book a manicure
and pedicure is a great way to get these clients
in the door -- and coming back for more.
You could package up things like: `Shake
Off The Winter Blues and Dive Into Spring
with our FREE offer - this month only;
Spring Makeover Sale - get 20 percent off
mani-pedi and leg wax; Sizzle Over Summer
and ... you get the idea!
The next step is to keep them coming
back. Not unlike the loyalty cards at cafes,
you could incentivise clients to remain loyal
to you. Design your own cards that make
offers like "receive a complimentary brow
wax and tint after three manis or pedis". Or
a free leg wax after every five.
Offer your clients VIP cards to hand
out to their family and friends. For every
referral received, your client receives a
complimentary spray tan or mani-pedi.
Many salons miss out on profits because
they either choose not to retail or just don't
give it enough attention.
This means clients are buying polishes,
hand cream, remover and cuticle oil from
You could create after- care nail packs
of, say, polish remover and hand cream
with complimentary mini sample lacquers
and a nail file. This is the kind of add-on
ser vice clients are seeking.
CEO of SunFX
Add-on sales can be one of the best profit
makers for any salon, spa or clinic but many
business owners fail to help their staff
address this factor.
Therapists are not sales people. They need
to be trained as to why they want to make an
add- on sale - that it will benefit their client
as well as help the salon's revenue - which in
turn benefits the therapist. Win-win.
For instance, a client has just had spray
tan. The therapist says, "Hey Betty, your skin
and tan are looking just beautiful. You can
keep it looking like this fabulous for longer
with X body lotion or tan extender lotion."
The client can almost see the difference
without having tried any.
Confusion kills sales. The client has
confidence that the therapist is going to
recommend only the best product for them.
Offer a client a choice of five and they will
often choose none.
But if a single product is identified as the
best for them there is every likelihood they
will buy it because they feel a choice has been
made with them in mind. Clients love that.
It is very important to remember - no
product knowledge, no sales. Staff need
to be confident in knowing what they are
selling. Does this mean they can explain all
132 ingredients of a particular product? No!
But if they are confident that certain
ingredients are the most beneficial to
the client, then they highlight these.
For example "I love this product, Betty,
because there are no alcohols that could
dry your skin."
Finally, enthusiasm sells. In most cases
"scare tactics" don't.
Therapists who believe in their products
are the best at add-on sales because they
are never hesitant to recommend a product
they personally believe in. The client will
The wrong approach is to tell a client
that something bad could happen if they
don't use a particular product -- eg. "Betty,
those bags under your eyes - you must use
the cream we've just got in".
Using a negative can be effective -- in the
short term. But it can also lose you a client
for life if it makes them feel negative about
themselves. Sales is all about making the
client feel as well as look the best they can.
Educator for Jessica
There are four easy steps that we communicate
to our clients to help them retail:
• Know your product
• Model/wear your product
• Use your product in salon treatments
• Stock your product
I know from experience as I do all these
things myself in my own salon, Artfully
Polished Beauty in Newcastle, NSW.
I always wear Jessica nail polish while I
am doing treatments and I explain all the
NAILS & TANNING
spaandclinic.com.au | 35
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