7 ways salons and spas sabotage sales and how to overcome them
With customer demand for a quality service and visible results growing, salons and spas are working harder than ever to meet clients’ expectations, but it seems that some lose the sale inside the hustle.
See which of the seven apply to you below. Use my simple strategy to boost client reviews while growing your bottom line.
1. Not checking up on clients
Most salons and spas will send an instant satisfaction survey or request a review of the service via email post-treatment, but what about also sending a check-in email with the client three-to-five days after they’ve visited your business?
Create an automated email asking, “how are you?”, because this encourages clients to ask questions about their results or products they bought from you. You could even embed a video with helpful hints and introduce them to your online store (if you have one), or attach affiliate links so they can buy the products they were on the fence about.
2. Assuming clients know what they’re doing
We often sell individual products without providing a clear step-by-step explanation of how they fit in to a client’s daily routine. My consumer research shows that one in three consumers complain they feel confused or unsure about their daily skincare routine, and this leads to choice fatigue, product abandonment and diminished trust in future purchases.
When selling products, ask clients what else they are using and walk them through a morning and evening ritual, and then ask them to repeat what they heard and ask any questions.
3. Leaving the product offer to the end
Most clients leave the treatment room too relaxed to take instructions in or many are in a rush to pick up their kids. Discuss your recommended at-home regime in the early, active parts of the facial or body treatment as this is when your client is most alert.
Model the application technique and answer any questions. Also, come to an agreement on what they need before the end of the treatment and have it waiting for them at check out.
4. Having a boring retail area
You need to create an interactive and educational retail station for clients so they can learn more about their skin and how products will work to solve their problems. Having a “What’s new” section will also help create buying desire.
5. Lacking confidence when selling
During a recent mystery shopping experience, my therapist was applying a glycolic acid product to my skin and when I asked her if I should be using it at home she told me I could but that there are also lots of other good options available on Amazon.
I understood that her goal was to avoid being salesy but she was so uncomfortable owning her authority that it confused me and diminished my confidence in the brand the spa stocked.
Test the sales or recommendation aptitude of your beauty therapists and provide clear ways of making an offer without sounding salesy so staff feel more comfortable and prepared.
6. Not sharing the consultation form with the client
During a recentfacial, my beauty therapist made notes on a consultation form and instead of discussing it with me, handed it directly to the receptionist with the list of products that she used. This leads to poor communication.
You have to be more inclusive and transparent and involve your client in the process. Show them their skin analysis, explaining the reasoning behind your product choices, and empower them to keep up the good work at home.
7. Waiting for clients to ask questions
Don’t speak until spoken to is an outdated rulethat seems to live on in our industry.Being a reactive retailer means your clients will only receive your good advice when they are aware of their issue. As professionals, we are experts at identifying the early signs of ageing, acne and more.
Send a pre-arrival email with the subject line: “Three questions to ask your beauty therapist”. In the body of the email, share your mission to educate your client on skin health so they get the very best treatment results. List common example questions such as, “Why is my skin flaking even with moisturiser? Your beauty therapist is happy to answer these questions and more during your service.”
Discuss the questions and answers with the team and how to deliver high value education to their client, along with a proper recommendation where needed. Embrace your power to make a difference to everyone you touch.
Tanya Chernova is an award-winning author, consultant trusted by beauty and wellness brands to transform their purpose into profits, as well as a World Spa & Wellness Awards judge.
For more information on client leadership, recommendation aptitude and how nurture your clients between visits to grow your sales, email firstname.lastname@example.org