It’s a classic story, you’ve partnered with a great skincare company and have purchased all their recommended products. These products look great on the shelf, have amazing ingredients with proven results and your team is excited about the new addition. The beauty of the packaging, the sleekness of the display and the shelf talkers explaining the benefits have you convinced that you’ll be ordering more in no time. A week goes by and there isn’t even a dent made in your inventory…what gives?
One of the biggest mistakes spa managers and owners make regarding retail is the belief that it will sell itself. Yes, your products are fantastic – priced well and work flawlessly – except, it’s rare for spa customers to go out of their way to make a purchase. So, how do you convince your spa guests to take the time to try and buy your retail? By building trust with clients, training your team effectively and selling self-care/self-improvement not just retail…your products will fly off your shelves.
According to Andre Palko, Small Business Rainmaker, the thought that “products and services sell themselves” is flawed and fatal. Although you might have a top-grade product, you still must sell the item to your clients. Palko explains that it’s just as much about building trust with the clients as it is having a great product. One of the easiest ways to build trust with your spa clients is to deliver excellent services. Once your clients see that your services exceed their expectations, they’ll be willing to listen to you when you and their providers recommend retail products. Here are a five great ways to incorporate building trust with your clients and introducing products.
While performing a spa service, be sure to use coordinating retail products and that the retail version is in stock for purchase. Explain the benefits of the products, based on the client’s needs assessed in the client consultation, to your client and make sure to highlight if you have used the product yourself and what you enjoy about using it.
At the end of a spa treatment, walk the client over to the checkout. (Place retail conveniently near the checkout so it is easily accessible) Point out the products that were used in the service, taking time to explain which ones were used and why they are so special.
Customer service is always paramount, ask your spa client how their treatment was and as they respond favorably explain that they can create a similar experience at home or extend the benefits of a spa treatment by purchasing specific products.
Training comes second in importance to customer service, a well trained staff is a powerful tool to building your business on client satisfaction and retention. Utilize your vendor partners on a regular basis as part of your staffs ongoing training.
Hold special promotional deals on retail product. When there is a special, make sure to highlight it to spa clients.
Sell Self-Care & Self-Improvement
Instead of simply selling retail, you must sell your client the person that they will become when they use the product. Belle Beth Cooper of Buffer Social states “people don’t buy products; they buy better versions of themselves.” A client wants to know how they will improve themselves when using the product they purchase. Focus in on the fact that your spa customers are interested in self-care and self-improvement. According to Cooper, it’s a simple difference of features vs. benefits. Instead of highlighting the features of that $30 bottle of shampoo, highlight the benefits that it will offer your client. Once you get good at this, the sales will close easily. Embrace this style of selling by following these five tips.
Show clients side-by-side photographs of before and after improvements made by the products you sell. Example: Reduction of wrinkles from a specific eye cream or a brighter complexion from a coveted serum.
Use samples of a favorite product on clients so they can see what benefits the product has in person or send them home with a complimentary sample to a product they have purchased.
Selling retail is an extension of a service, it should be done every time without fail. You are not providing a complete service if you do not recommend home care.
Realizing that this is a very personal experience for your client, as your client begins to see and feel their desired improvements their self-confidence increases and they begin to feel better about themselves.
Solicit reviews from clients, their real feedback. Share the feedback with staff and highlight in a newsletter or email update.
Retail sales is one of the most important revenue centers of a spa or salon. By focusing on true customer service and ongoing training it becomes a more natural organic experience so that a client never feels sold or pressured just nurtured.
Another great JMPankey Partners retail resource is a copy of our Successful Promotions Webinar, designed to Atract, Retail and Delight Clints. Download HERE
Products That Sell Themselves – Marketing Strategy or Myth? Small Business Rainmaker, Andre Palko,
People Don’t Buy Products, They Buy Better Versions Of Themselves, Buffer Social, Belle Beth Cooper,