Real techniques for increasing sales in a beauty salon
The best ways to increase sales in a beauty salon
Many directors and owners of beauty salons, regardless of sales experience, years spent in the cosmetology industry market, and other business skills, cannot give an exact answer to the question: “how to sell more to customers”. Most do not even want to take on active sales of this kind, arguing that it is too aggressive business management that can “annoy” the organization. And the staff is not interested in such a trade, for reasons of low motivation. We asked Spartak Sergeyevich Andriyoshin, the owner of the consulting company Moscow Sales Academy, to tell our expert opinion.
Reasons for the decline in sales in the beauty salon
The question: “how to increase sales in a beauty salon” is the last one asked by self-employed employees. After all, the workers have their own excuses on this score: “there is no desire”, “it does not bother me”, “I do not know how”, “I am afraid to offer the visitor”, etc.
As a result, no one owns the situation with the sales volume. Since there are no active sales, then there is no result. In this article, drawing on the skills and experience in managing and advising a cosmetology and beauty business, I would like to tell you proven ways to increase sales of beauty services and cosmetics in a beauty salon. I will also talk about creating a cross-selling management system.
How to increase sales in a beauty salon
There are two types of cross-selling:
· External (for the successful conduct of trade, several companies create an alliance);
· Internal (sales in addition to the goods already purchased by the consumer (additional options and services, special offers, etc.)).
There are three existing techniques, having examined which, you can understand how to effectively sell the services of a beauty salon:
Cross-selling at a beauty salon (cross-selling)
Cross-sales. As an example:
· The provision of any service + home care;
· Spa treatments or spa treatments with massage;
· Manicure + pedicure.
· The production of cosmetic work by combining several techniques in different directions, as an example, carrying out cosmetic treatment of facial skin after shugaring.
Upsales. (An offer to a visitor of a beauty salon to purchase a more expensive procedure).
· Repainting using more expensive paint, in contrast to the one that the visitor initially chose;
· Luxury manicure instead of the usual;
· A more expensive face mask that gives additional advantages over the usual.
Over-sales (four offers for the price of three, three for the price of two, etc.).
· Cosmetic work to get rid of wrinkles + facial massage + get rid of blackheads + free, moisturizing facial mask as a gift, instead of just three services.
Ultimately, the question arises whether cross-selling is needed and whether it is worth spending time training sales techniques at training beauty professionals? Answer: Of course. For many years of conducting trainings and training for specialists in beauty salons, I found out for myself and clients that competent investments in the knowledge of employees contribute to:
· Profit growth;
· Reduce the cost of the withdrawal of new offers or goods;
· Reduce advertising costs and increase potential customer base;
· Increase the assortment;
· Increase customer confidence in the organization;
· With the external type of cross-selling, there is a greater involvement of potential customers in the organization.
Despite such a number of advantages, many heads of beauty salons refuse to introduce cross-selling. So while the manager of the organization does not show interest in a number of questions, such as: “How to create cross-sales in the salon?”; “How to sell more to beauty salon specialists?”; “How to involve staff in the work?”, The business will not have truly voluminous revenues and rapid growth.
Who is responsible for the development of sales of beauty services and cosmetics in a beauty salon
The manager is responsible for the work of the entire team and for the control of the sales development strategy.
However, most managers dream of seeing in their ranks miracle specialists who will take full responsibility for increasing sales into their own hands. This does not happen. Often. if the manager does not set specific sales goals and does not show specific schemes for how to sell services and goods in larger quantities, employees simply will not offer the client anything at all until he asks a question.
In addition, there are cases when the projects and ideas that are started are not brought to the end by the manager, are not embodied in a well-functioning sales system. Then the employees of any business and enterprise begin to react negatively or without due enthusiasm to new introductions, knowingly assuming that this or that idea is doomed to failure and will not be controlled.