You and I both know that the Christmas season keeps lash and brow specialists extra busy. That said, the rush also has a positive side — business sales and growth.
Let’s discuss how you can maximise profits on the surge of bookings leading up to the end of 2020. I’ve outlined three solutions that I adopt in my salon. They’re easy to apply, and no sleazy sales tactics are required!
1. Encourage extra appointments to clients
Suggest to your regular clients that they book in extra treatments. They’re likely to have more social occasions at this time of year, and they’ll want their lashes on point for all the festivities.
Review recurring appointments and see where they land over November and December. A client that has their regular refill scheduled two weeks before Christmas may want to squeeze in an extra appointment a few days before, so they look fab on Christmas Day.
2. Stock up on retail items
You can’t sell them if you don’t have them in stock! Clients are usually looking for gift ideas this time of year. During their appointment, it’s easy to start a conversation about their Christmas shopping to determine how far they’ve got with it. If they’re not on top of it (even if they are) suggest retail items that you have in-salon. You’ll help them save time and any Christmas shopping stress. If you know your client well, you could offer specific gifts for certain family members or friends. They’ll appreciate that you’ve paid attention, and it adds a personal touch. That’s what excellent customer service is.
3. Add on extra services
Adding services can be accomplished in advance or when your client is in the salon. Say, your regular lash client is heading away on holidays on Boxing Day. Offer to book her in for a brow treatment and a spray tan, alongside her usual lash refill — she’ll love that you’re forward-thinking!
Another option for when you may be running early, have a gap, or a last-minute cancellation (which rarely happens at Christmas time — but it could!) offer other services on your menu to your clients. Maybe something they haven’t yet tried? Or upgrading from their usual set of classic lashes to full volume. If you don’t ask, you might be leaving money on the table. You’ll be surprised how many clients ask for extras if you only ask the question “Is there anything else I can do for you today?”
These three sales tactics are simple profit boosters that come naturally. They’re not sleazy, salesy and won’t ignite any awkwardness between you and your client.
If you have your client’s best interests at heart, they’ll sense where you’re coming from and appreciate the forethought and effort. When you care about your clients, they’ll want to spend more with you. Look after them, and they’ll look out for you.
