How to grow clients’ average spend & boost your beauty business

Session nail stylist, salon owner & educator, Marie-Louise Coster, offers tips for encouraging clients to spend more money…

I am at a time in my life where I simply don’t want to work myself into the ground. My years of being everything, for everyone, are long gone. It is costing more and more money to open the doors of my business with the increase in energy prices, product costs, fuel and so on.

Let’s be honest, times are tough: the cost of living has risen and we offer luxury services, so I’m sure we are all grateful for whatever bookings fill our columns. But what is the point in filling these columns with treatments that aren’t earning you a huge profit and giving you the opportunity to upsell?

In recent years, my focus has been on working smarter, not harder, and if you aren’t doing this already, I suggest you jump on board. The thing is, it is much easier to sell to your existing clients. You already have a relationship, they trust you and they enjoy receiving treatments in the environment you provide.

So how can you upsell and encourage your clients to spend more money? 

The simplest thing to do is look at the treatments they are having and if you can upgrade them. For example, if a client is having a gel manicure service, could you turn this into a luxury version, adding heated mitts or exfoliation and massage and charging more? Or perhaps you could add a strengthening and repairing treatment, like IBX. Either of these options would see you earn at least £10 to £15 more, with minimal extra time required, making your working time more profitable. And this is all before you have sold any homecare products!

This example is for a low-priced service, which is sometimes easier to sell from the financial point of view of the client, and in terms of the confidence of the pro. Being able to sell is so important in a competitive landscape, and we are selling all the time: our services, ourselves and our businesses. Selling is a skill that is often not taught in training, meaning that pros lack confidence and often feel they are being pushy. But you aren’t.

Each client comes to you with a problem, concern or to maintain their hands, feet, nails, face and so on. You are there to offer advice, and selling is simply advising the client and providing a solution to their problem. You will happily pass on your knowledge about why they shouldn’t pick their gel polish off, or why their treatment has to be carried out using a complete system. Think of recommending products or services as being exactly the same: you are merely giving your advice.

If you offer the product or service a client needs, they won’t have the hassle of trying to find it elsewhere, plus you have made more money.

The other thing to remember is that just because a client comes to you for one service, it doesn’t mean they aren’t open to other treatments you offer. Clients may go to different businesses for different services. Just because they come to you for a manicure doesn’t mean that they may not need – or be interested in – another treatment. Think about what services and products you could sell to clients outside of the parameters of their usual treatments. Also listen to each client and pick up on things that may just be a passing comment, but could relate to something you can offer them.

Take the opportunity in every moment, both in your business and in life itself!

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