Home' Spa and Clinic : SPA Vol-68 Feb 2017 Contents BUSINESS
Don’t lose sight of your
business goals and
planning for 2017. Matt
Williams* shares his
here are only three ways that you, as
an aesthetics business owner and/or
manager, can grow your sales:
• Increase the number of clients that
• Increase the frequency with which your
clients visit your salon, spa or clinic
• Increase how much your clients spend
with you at each visit
Let me quickly demonstrate some really
exciting growth for a salon I did some work
Say the salon or spa had 300 active
clients v isiting an average of eight times a
year and spending $120 at each visit. The
total sales for the year = $288,000.
Now look at what happens if we increase
the number of active clients by 10 percent to
330 and then we get them coming into the
salon only one additional time each year.
Further, ever y time they come in we get
them to spend $150 instead of $120. The
total sales for the year now = $445,500!
That’s an increase of more than 54 percent.
Sounds simple? It is. However, it isn’t
always easy, so let me give you a few of my
favourite tactics for increasing each one of
INCREASE THE NUMBER OF
CLIENTS THAT YOU HAVE
There are hundreds of ways for small
businesses to generate new clients – from
window signage through to mail outs and
But the one thing that will more often
than not out perform any other method for
generating new clients is word of mouth.
In 2016, word of mouth advertising was
easier and more powerful than ever thanks
to social media – so make it a focus in 2017.
All you need to do to take advantage
of this proven source of new clients is to
teach your loyal existing clients to Like
and Share the content on your business’s
The one key here is producing
content worth sharing, if you want more
information, PBS produces monthly
Facebook live trainings on how to do this.
INCREASE THE FREQUENCY
THAT THEY VISIT YOUR SALON
All I can say is that you absolutely must
rebook your clients every time ... or at least
shoot for an 80 percent rebooking ratio.
I used to get my hair cut at a salon that
never rebooked me and on average I would
get back in for a cut ever y five weeks, so that
is 10 visits a year.
Compare that to my current salon that
rebooks me in every three weeks without fail,
so I visit them 17 times a year! That’s a 70
percent increase in the frequency of visits.
INCREASE HOW MUCH
THEY SPEND WITH YOU
AT EACH VISIT
My first suggestion here is to increase the
prices that you charge for your ser vices. So
often I see salons and spas under-charging
for the treatments and services that
The next best way to increase the average
spend is to retail. Your retail to service
ratio should be at least 30/70, but top-
performing salons and spas will get to 50/50
Unfortunately we often see a lot less
than this. It kills me that pharmacies
and department stores still hold the
over whelming majority of retail cosmetics
sales, when salons, spas and clinics have
better products to offer alongside a far
greater level of service and advice for
Letting the client continue to buy their
skincare from a pharmacy or their makeup
from a department store is bad for the client
and bad for your business.
Just simply having your team using all
of the brands you stock and conducting
weekly in-salon mini-trainings where
you all discuss the benefits of various
ingredients in products that you offer will
make growing retail sales easier than you
Again, if you want more information
on how to retail more easily, PBS runs
workshops and Facebook Live events on how
to do this.
If you set your target to grow each of
the above mentioned areas by 10 percent
you will enjoy overall sales growth of over
33 percent, which can be life-changing for
many business owners.
* Matt Williams is co-
founder and managing
director of Professional Beauty
Solutions, distributor of
Image cosmeceutical skincare,
Sunescape sunless tanning
system, Cherry Blooms salon eyelash extensions,
Bestow range of organic superfoods to nourish
kin from within, Body Sugaring Australia hair
removal, Youngblood Mineral Cosmetics, organic
Wot Nots makeup removal wipes, and Dermalux
LED phototherapy system.
FUNDAMENTALS FOR INCREASING
36 | SPA+CLINIC
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