Home' Spa and Clinic : SPA Vol-66 July 2016 Contents BUSINESS
Turn Your Passion
Into More Profits
A recent survey by Priceline Pharmacy discovered that 97 percent of
women follow the same beauty routine every day. In response,
they launched a campaign encouraging women to update their
products. You need to get a slice of this pie! Matt Williams* tell how.
Matt and Lisa Williams,
co-founders and managing
directors of Professional
p to 60 percent of a salon, spa or clinic’s
profits should come from retailing
take-home products. Yet the average for
Australian businesses is a measly 4-6 percent.
You’re the skincare experts, using and
retailing products that can be tailored to
individual skincare concerns. So why aren’t
you selling more?
Let’s say your therapists are not sure how to
address the subject of retailing with clients, for
fear of it sounding like an obvious sales pitch.
Probably the best way to open the
conversation is by making sure you are
conducting thorough consultations before
ever y single treatment. If the consultation
becomes part of the system, the client
doesn’t feel they are being targeted. It’s
seen as a service and can be conducted in
inter view style, asking them about areas of
concern etc, along with a skin analysis.
The therapist should ask questions about
issues they want to correct, analyse the
client’s skin to determine the cause of the
problem/concern and offer a solution. They
should not talk about products.
A therapist’s goal is never to have a sales
pitch or to push a sale of a product. It is to
understand the client’s concern/problem
and its cause (eg. is it the change in the
season? Are they using the right cleanser?
Remember: A good therapist will never
“sell” products. They will PRESCRIBE
products and offer a solution
Professional Beauty Solutions has a
ver y successful salon client who does a skin
analysis and consult before every treatment.
Instead of asking for a sale at the end of
a treatment they tell the client not to decide
now, but to take a card that will help them
order from the salon website when/if they
are ready. They find that the client usually
buys product on the spot because they
haven’t been pressured.
Retail promotions should be included in
any annual marketing plan, minimum twice
a year but ideally seasonally. Two of the
best times to do this are directly after a gift
voucher peak - Mother’s Day and Christmas.
Because women are redeeming a voucher
they are very open to listening about the
skincare available at the clinic, especially if
they have had a good experience.
These promotions need to have a well-
rounded marketing campaign using all the
touch points available to the clinic such as
email, visual merchandising and social media.
Social content should be based on stories
of real clients (befores and afters are great)
and how product has benefited them. Never
just advertise products as people do not
engage with ad-style posts. If a product has a
“ how to” video, these are ver y popular.
Samples can be effective but they
become more so if the client is called two
days after receiving same to ask how it felt
on their skin. It would be ideal if the client
could then go to your website or Facebook
page to buy the product.
Gift a product to a client to say thank you
for referring friends, or for their birthday.
This can be a great way to introduce them
to a new “must have” they will stick to.
Matt Williams*, co -founder and managing director of Professional Beauty
Solutions, is on a mission to show aesthetics businesses how to take the lead and to
engage teams to supercharge the bottom line.
PBS is hosting a two-day industry event of beauty and retailing education,
Passion to Profits, on August 19-20, at the Novotel Sydney at Darling Harbour.
PBS is distributor of LaClinica organic skincare, Image cosmeceutical skincare,
Sunescape sunless tanning system, Cherry Blooms salon eyelash extensions, Body
Sugaring Australia hair removal, Youngblood Mineral Cosmetics, organic Wot Nots
makeup removal wipes, and Dermalux LED phototherapy system.
To register v isit: PROBEAUTYSOLUTIONS.COM.AU/PASSION-TO-PROFITS-2016
I often meet people who don’t realise their
skins’ needs continue to change throughout
their lives, even throughout the year.
A new season is a perfect time for your
clients to book in for a full consultation
that will allow them to adapt their
This can be framed as a complimentary
“change of season” consultation and paired
with a promotion.
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