Boost your revenue with added services that your clients are craving in order to show off a glammed-up look straight into the new year. Here’s the rundown on how you can give your salon a healthy boost right now!
Upsell the smart way
Marketing experts say consumers tend to be a bit more relaxed in terms of spending when end-of-year festivities are right around the corner. In fact, we all indulge in a little gingerbread latte here and maybe a pair of glitzy shoes that caught our eye while shopping for the kids over there. And just like you, your client is now open to treat herself to a few little extras. But, like everything else, it’s all about presentation.
According to Ramsey Sayah, owner of Texture Hair Salon in Ottawa, which boasts a booming business, “You have to be cautious about upselling services and products to clients. It always depends on their personality and what they really want in the end. You shouldn’t try to go over the 30-dollar mark in extra services. Little perks that are 10, 15 or 20 dollars work well. Anything higher and you will be perceived as greedy. And you certainly don’t want that if your aim is to continue to work with a stable, trustworthy clientele.” If offering extras traditionally takes place during the consultation, some brands and salons are now experimenting with the idea of including them as the client is moved along from one service to the next (sinkside, technical, styling).
“The idea is to sell a look instead of individual services in order to boost your revenue,” says Mathieu Bouchard, marketing director at L’Oréal Professionnel. “The launch of our new Pro Fiber collection is totally in line with this philosophy. The in-salon treatment (sometimes included in the colour service) is also used at home in order to increase the value of the professional service and augment retail sales. And, because the quality of the hair is instantly enhanced, the client is very receptive to the idea of purchasing the product for herself.”
“Every time you greet a client at your salon you need to step out of your routine and think of how you can customize the experience for her,” says Stéphan W., a Montreal-based hairstylist. “And you always have to aim to offer a premium service, even if you think you already know what she wants or not. Sometimes a long, relaxing sinkside massage is great, but it’s even better if she can see the results on her hair immediately.”
That’s exactly where a service like Malibu C fits in. What’s great about Malibu C is that every single client can benefit from it because we all have mineral buildup, which dulls colour or makes hair look lifeless. Even better, “The vegan ingredients in the product bring the health factor into the equation, which is something more and more women are looking for,” stresses Stéphan W. “Having beautiful healthy hair really has no price.”
Sayah says it’s never been a better time to be a colourist since the days of the one-colour look are long gone. “Now that we’re seeing a variation of ombré and balayage—with darker roots or tips, depending on the look you and the client want to achieve—this is where these specialty colour services really make you stand out as a professional since this can’t be achieved at home.” According to Sayah, “being able to create a highly customized look makes you the absolute hair and fashion expert, and this is something consumers thrive on when they come to the salon.”
Dish out the details
Claudia Iacono, owner of Salon Deauville in Montreal, has a sharp mind for business and does not hesitate to go well beyond the regular salon offerings to make sure her clients feel pampered, like the Porsche driver service. “It’s actually my car and my husband is the driver,” she explains, “But our clients love it! It makes it easier for them to come to the salon and they don’t need to worry about taking taxis for about the same price but with a whole lot more style!” Jewelry retailing is another luxe aspect of her salon and Iacono replenishes her accessories section every two to three weeks, “to keep the selection fresh and exciting, in tune with the calendar.” Ongoing communication with your clients is also important. “Always reach out to clients to remind them they should book an appointment,” says Sayah. “We send out newsletters and texts every six months if they haven’t come to the salon. Once you’re in our system, we never let you go!”
Simply making your holiday specials known to your clients with mirror signage is a great way to start the conversation about additional services. Here are five ways that salons are making the most of the holiday season by adding on new sales opportunities.
1. Quick Bites
“Everything in our in-salon café is homemade from our own recipes at my mother-in-law’s bakery from our own recipes, and we have specials every day,” says Iacono. “Our café is so popular that even people who work in the neighbourhood come in for their takeout lunch.”
2. Boutique Experience
“We bring in new merchandise in our boutique every week. We shop in L.A. and in Europe and also feature exclusive designer clothes that have tons of fashion appeal. During the holidays, we also carry those really hot items that fly off the shelves, like fur vests that are great gifts.”
3. Micro Services
Texture Hair Salon offers 20-minute add-on services for $20 (makeup touch-ups, brow shaping and shiatsu head massages). “This strategy also allows us to elevate the level of service while remaining affordable for the client,” explains Sayah. Sayah also recommends offering services like Luxe Oil from Wella Professionals, which makes hair shiny and supple and protects the natural keratin.
4. Enhanced Makeup Artist
Specialty eyelashes are particularly well suited to the holiday season. “This is a great time of year to transition clients to upgraded services that they will fall in love with and stick with in the new year,” says Stefanie Thurman, a NovaLash brand ambassador and Billion Dollar Brows artist. “If your lash studio carries NovaLash NovaMinx or NovaLash American Volume lashes, have them try it for the holiday season.”
5. Bonding Moment
“Suggesting a bonding service like Olaplex is a great idea to supplement your income, too, while taking care of your client’s hair,” says Stéphan W. “More often than not, your client won’t mind spending an extra $25 if she knows her hair will look amazing. It’s a win-win.”