A look at how to reframe sales, boost your confidence, client list and cash flow as we head towards Christmas and the New Year…
Question? What can make you feel awkward, see you stumble even though you know exactly what you’re talking about and make you worry it looks like you’re all about the money? Aftercare sales. We know so many of you hate this part of the job. However, it’s simply an extension of your treatment and important for ongoing results. And with profit-boosting Christmas and a January of opportunity on the horizon, now’s the time to hone your aftercare skills. All you need is practice and the understanding that you’re actually doing your clients a favour. They can take your expertise home with them and you can rest assured each time they come to see you their experience will be better and more beautiful for 2022 and beyond…
Point of view
First things first. You’re a beauty pro. You also know your clients and their needs and aftercare is all about combining the two. You nail the consultation to allow you to do your job so nailing the aftercare will allow the client to keep their side of the bargain. “The correspondence between a therapist and a client after a treatment is so important,” confirms Liz McKeon, Salon Business Expert (Lizmckeon.com). “Only the client and the client alone will pay our costs and provide our profits, so we have to conduct all business planning from their point of view.” Think back to your pre-beauty days. What daunted you? What did you want to know? What were you scared to ask? Working backwards like this will allow you to move forward. You can even roleplay consultations between staff to grow your skills and confidence.
Clever consultations
Talking of consultations, these are where your aftercare groundwork can actually begin and when you’re most likely to have your client’s full attention. “While you're getting to know them before and during the service, talk about the benefits of the products you’re using,” says Tabby Casto, Louella Belle Brand Ambassador (Louellabelle.co.uk). “Explain what they’re going to achieve and introduce them to the idea of an aftercare routine. Most clients want to spend more time on taking care of themselves and many book in because they want to feel better. If you're feeling nervous about approaching the topic, it might be because you're pitching the entire idea at the end of the appointment. If you've already told them about the amazing benefits of the products, introduced them to the textures and smells and given them a little info about why these products are so good during the service, chances are they are going to want to get these items to take away that you have got them excited about. While wrapping up their service, you can approach the topic of purchasing the items. Don't be pushy, let your product knowledge and enthusiasm speak for itself. If you've sold the products during the service, the client will want to get them! Make sure you use products you are passionate about, and this will shine through.”
Play it personal
“Aftercare is where I can start to sew together info gathered from my client,’ says BABTAC therapist Faye Tonkinson (Relaxingandbeautytherapies.com). “I listen to everything my client is saying throughout. For example, during a pedicure a client may mention stiffness or feeling ‘old’ when getting into the foot bath. We chat about aches and GP visits, then I introduce the massage and exercise therapies I offer. Then at the close of the treatment I suggest a cream for aching muscles - an immediate takeaway that’ll also remind them of my other services each time they use it.”
Faye is also a big fan of playing the long game, while also keeping track of the personal approach. “I don’t expect clients to take up offers immediately, it’s all part of a long-term plan. By documenting everything about the client’s visit, I can continue this service every time I see them. My diary sheets have space for tasks where I note things like sending promised info or calling to see if a treatment suited them. This ties in with the notes I make on client’s cards covering their ongoing concerns, what’s happening in their lives and also when a product I’ve sold them is likely to run out. This personal touch leads to more appointments booked and more recommended sales.”
Follow all of the above and this will build your client’s knowledge and their trust in you so they know it’s not just a sale, it’s actually an extension of the service. You can also use this process, and your experience, to guess something they’re currently using that perhaps isn’t working for them. Do it kindly and gently, offer up an explanation of why it’s not for them, then show them what would work instead. It’s likely you’ll find the majority of clients will be happy to solve their beauty mishap.
Once upon a time
The above ties in with the story telling approach to selling. Only you’re not making it up, you’re selling the truth. Liz agrees. “Selling is not a scary concept if you exchange the 's' for a 't', so it becomes telling,” she says. “As therapists all you need to do is to ‘tell’ the clients what they need for home to get a fantastic result.” Clients will make their own minds up, but we all know everyone really wants a positive outcome.
“Accept that selling your time and homecare products are part of your job,” adds Liz. “It’s just a process. Follow the salon sales process with every client and you will win more than you will lose. Ask every client for the retail sale once. If the client says yes, that is great. If the client says no, that is great too. The point is to ask with no attachment to the outcome, as it is not personal.” By re-framing it like this, it will also take the pressure off, show your recommendations are genuine and ensure the client respects you.
“When it comes to salon sales, everybody makes mistakes, ensure the salon manager or beauty business manager runs in-house training to ensure clients are buying what you’re selling,” continues Liz. One example of something you could train staff in is how to close the sale. “If the client doesn't ask to buy, then you need to ask for the sale. Accept that failure to close the sale is a natural part of the sales process - you won't win them all, but you can at least ask, and thereby increase your chances.”
Follow up
Don’t forget aftercare extends beyond the client leaving your salon or you leaving their home. Some customers may not like to decide, or invest immediately, they may need time to think or take a few days to realise, that yes, they do need what you were suggesting to keep up the professional results. Enter the follow up, this can be as simple text or email sent asking them how they’re feeling, if they need anything else and reminding them of aftercare steps to take. At worst, you might get some nice comments to use as client quotes on social, at best this gives them a second chance to buy.
Future proof
Christmas is the ideal time to put all these aftercare adds-ons into practice and improve your sales service skills. “You can inspire clients to shop for their loved ones,” says Tabby. “After the last few years, people love to support small businesses. Entice clients with beautiful displays and bundles of products they’ve tried ready to gift. Then a simple, ‘Have you started your Christmas shopping yet?’ followed by reminder they can avoid queues and shipping costs while supporting a local set up with you will work a treat.”
It’ll also allow you to pave the way to a successful 2022. “Include vouchers as part of your festive retail offering to avoid that new year lull,” advises Liz. “Call the recipients in early January and get them booked in.” By building up your business, and sales processes like this, aftercare will no longer seem like an afterthought to your clients, they’ll understand it’s just another important part of their beauty routine.
Thank you to Liz McKeon, Instagram @lizmckeonbizliz, www.lizmckeon.com
Words: Carly Hobbs