Home' Spa and Clinic : SPA Vol-70 Winter 2017 Contents AESTHETICS
"Some of the most successful, profitable
and saleable salons I have seen over the
years have a ser vice/retail ratio of 50/50.
However, this is rare.
"The average varies, but most data suggests
that retail makes up only 5-15 percent of
revenue in salons, spas and clinics."
When a customer has, say, a facial
treatment they are making an investment of
time and money in their appearance.
But as they pay and leave they are often
lost in the feelgood factor and don't think
to ask what products they need to protect
and enhance that investment.
If they are not guided by you, the "skin
doctor", as it were, it is more than likely that
they will keep using what products are on
their bathroom shelf -- or buy them randomly
at retail outlets or online - that at best won't
maintain results but at worst will undo all the
good work, even damage the skin.
For instance, if a client has had a semi-
invasive treatment such as laser or micro-
needling, the skin will need to be treated
with extra TLC while it heals. You can
recommend a home care regimen to help
them through this phase and then what
products will suit their skin from then on to
see it go from strength to strength.
But the client who leaves a salon to buy
products without proper guidance is apt to
make mistakes, some of them damaging.
It's almost too late at point of sale to
start retailing after- care products. The
process should begin with the all-important
consultation before a treatment, assessing
clients' needs and wants, and strategically
throughout a treatment.
Remember that therapists and admin
support staff are not necessarily innate
salespeople, yet have incredible inf luence in
directing clients' purchases.
It's natural for them to fear being seen
to do a "hard sell" or being "pushy" - the
usual primary reasons that are cited for
our industry's lack of retailing profits. But
it doesn't have to be like that, and with the
appropriate support and education things can
turn around very quickly for all concerned.
Matt Williams has found that many
salon, spa and clinic staff have a negative
feeling about selling.
"They don't like the `stigma' associated
with upselling a client with take-home
products," he says.
"There also seems to be a belief in some
circumstances that the client couldn't
afford to spend several hundred dollars
on additional products on top of whatever
ser vice that they have just paid for.
"The block is that the therapists either
don't believe in themselves to sell or in the
necessity of using professional products
"We know that our skin care ranges
and mineral cosmetics offer far superior
performance to what a customer could
buy over the counter at a department store
"Some of the mass marketed products
at best will undo all the good that has been
done by a professional treatment -- at worst,
it will damage clients' skin.
"Here's the thing ... when a woman or
man walks into a spa, salon or clinic and
is there for a treatment of any kind, one
thing's for sure: they want to look and feel
wonderful. We also know that clients trust
their therapists in this area.
"I think that if the therapist knew how
much they were revered in the relationship,
and if the therapist really understood the
many benefits of the professional products
available, there is no way that they would let
the client leave without a sufficient amount
of take-home products to maintain the
health and beauty of their skin."
Matt says in these circumstances there
needs to be a radical shift in how they view
their business and retailing.
This applies to everyone from the
owner/manager right through to the most
"Sales is not a dirty word and we want to
show salons how they can offer their clients
more," Matt adds.
"We want our salons to be the most
profitable in the industry and we know what
is holding so many of them back."
Retailing today requires new thought.
It requires innovation. It requires doing
things differently because consumer buying
habits are changing rapidly.
to retail with
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