If you want to increase revenue at your salon or spa – without adding chairs, treatment rooms or staff – offering add-on services and retail products is essential. You’ll boost your bottom line, help your staff earn higher commissions, and satisfy your clients with services that will build brand loyalty.
But every great revenue growth opportunity requires great strategies and execution. With some training and preparation, upselling can significantly boost revenue without taking up much time or resources from your team.
Your salon or spa has three key touchpoints that can make or break your sales numbers. Read on for efficient strategies designed to optimize each touchpoint.
- Online: Your website, online store and social media pages
- Chairside / treatment room: Provider interactions during a service
- Checkout: The front desk and retail area
79% of salon / spa customers will buy a product that a provider recommends at least sometimes.
34% will buy a recommended product usually or always.
1. Online: bookings, eCommerce, and packages
Your online channels – your website, social media pages – are often the first place clients explore your services. Here’s where sales opportunities begin when you create a great first impression and a barrier-free path to purchase.
These channels can also support your in-store sales efforts with attractive introductions to the products and treatments clients can find during a visit.
Sales tip: When promoting products and treatments online, remember that every guest isn't a hair and beauty expert. Provide clear notes on usage and benefits to give guests the confidence they need to make a purchase. (For example, you should specify if a product is designed for fine hair or oily skin.)
Consider these strategies for online sales success:
- e-Commerce: Sell your retail ranges on your website or via an integrated online store. This ensures clients can purchase a refill of their favorite product any time – and gives new customers a view of your product selections.
- Online booking: Highlight product and treatment upsell suggestions as part of the booking process. If this isn’t available in your current software setup, consider a system that supports automated upsell recommendations during online booking. Adding a product or treatment while booking online should be as easy for customers as booking any service.
- Packages: Create and promote attractive packages – such as a primary service and an add-on treatment at a discount – to encourage clients to try them out. Make sure these packages can be easily booked online.
- Social media: Use your social media pages to showcase your products, treatments, and offers, and to educate your customers on any item. Include before-and-after photos to highlight real client results. With software like Zenoti, you can add a “book now” button to social media posts, giving clients an easy way to book when impulse strikes.
2. Chairside / treatment room: education, sampling, and recommendations
Your stylists, therapists, and other service providers are your clients’ most trusted resource for hair and beauty advice. In addition to professional expertise, they have real, hands-on experience with each client – insights unmatched by any beauty blogger or fashion mag.
Sales tip: A successful upselling strategy starts with an educated salon and spa team. Make sure your providers know their product ranges by heart and are prepared to discuss new products as your suppliers introduce them.
Here’s how your team can help grow your sales – and their commissions:
- Educational conversations: Through experience and careful listening, your team knows what's best for their clients. Train them to educate each client on products and treatments that support their hair, beauty, and wellness goals. Remind staff that it’s not a pushy sale – it’s expert advice.
- Sample offerings: Introduce clients to new products and treatments with small samples or mini demos. Once they've experienced the results, they're more likely to purchase the full version.
- Personalized recommendations: Encourage service providers to check each client’s profile before each appointment and tailor suggestions based on past preferences. If the client loved a particular hair serum last time, introduce them to a complementary shampoo this time. Ideally, your providers can access this client information easily – via mobile device or tablet – within your salon and spa management software.
- Visual aids: Use tablets or portfolios to showcase before-and-after photos of various treatments. A picture is worth a thousand words – and potentially a bigger sale.
Callout: 8 out of 10 salon customers say they have a high level of trust in their stylists or providers.
3. Checkout: impulse buys, incentives, and promotions
Your front desk is the last touchpoint within your salon or spa – and usually your last opportunity to make that sale until the guest returns. Although your front desk staff may lack the expertise of a hairstylist or beauty therapist, they should be skilled at providing great service and a lasting impression.
These tactics can help your front desk team sell during checkout:
- Point-of-Sale promotions: Display potential impulse buys strategically at your checkout area. Think about mini products, accessories, gift cards – whatever may catch a client's eye as they're about to pay.
- Rebooking incentives: Offer a small discount or complimentary add-on for clients who book their next appointment right away. This supports both retention and upsell revenue.
- Retail area: Create an attractive retail area that invites waiting clients to browse. Encourage your front desk to be on hand to answer any product questions.
Conclusion
Upselling shouldn't feel like a hard sell. When done right, it simply feels like excellent customer service. Remember, it's all about enhancing your clients’ experience. Clear, tailored information and attractive incentives can nudge customers toward exploring your products and treatments.
Zenoti software for salons and spas is designed to increase your business revenue with minimal effort. Here are just a few of the upselling tools available to our 25,000+ customers:
- eCommerce via Shopify, which can integrate with your website and inventory
- Automated product and add-on recommendations during online booking
- Real-time upsell recommendations displayed to staff during appointments
- Easy, flexible package management
- Seamless bookings online and via social media pages
Curious to know more? Our industry consultants are here to help.
