How to approach the upsell process & boost beauty profits

Naomi Mogg, educator for ASP, reveals why upselling treatments is one of the easiest ways to increase revenue and grow retail sales…

Many therapists miss valuable opportunities to upsell because they feel that they are not ‘a salesperson’. However, you don’t need to be a salesperson to upsell – you just need to make a few small changes to your daily practices.

Express services appear to be increasingly popular, so if a client books a gel polish service, recommend a luxury upgrade with a mask or massage and explain its benefits. Note on the client’s consultation card their skin and nail type – and suggest retail items to nurture these.

It can be more difficult to upsell treatments to regular customers, as they will have a routine in place, however a brief consultation each time they visit will help the process. Even if he or she has been a regular customer for some time, you should still assess whether the course of treatments you first recommended is still having the desired result. Look at their skin, nails and cuticles and advise other treatments for them to have every other or every third visit. After all, as well as their new nail colour, their hands and feet will need TLC from time to time!

Regular promotions are a great way to encourage both new and existing clients to try something different and once they see and feel the results, they may wish to book the service more regularly. Offering a course of treatments with a discount is also another way to encourage clients to try your services and guarantee that appointment slots are filled.

Seasonal offers are another great way to entice clients into trying something new. The ASP Manicure and Pedicure range features an Intensive Treatment Wrap; ideal for anti-ageing and offering hydration in the winter months. Give gel polish clients a free taster of its benefits at their next treatment and explain that it is used in your luxury manicure and pedicure services. The Coconut Pedicure range is great for summer!

Reward cards can build client loyalty and be used to offer tempt clients into trying a different treatment to their usual request. Each time the client visits, give them a stamp on their reward card, and after 10 stamps offer them a free treatment from a list of options.

If you try to upsell and the client refuses or is not interest in upgrading, don’t push them – as it could push them away. No one likes a pushy salesperson! It’s important to encourage clients and get the balance just right.

ASP products and training are available via www.salon-services.com