Supply & Demand Summer Skin Special Clockwise from left: Spa brands including DermaOrganic, CACI, Decléor and Elemis offer support for businesses looking to boost their summer revenue
Get ready to boost your retail The founder of Jacqueline Ross Spa Consultancy offers seasonal sales advice
brand’s 30-Day Rewild Your Skincare Challenge focuses on taking the skin back to basics, undoing the impact of ‘astringent’ skincare products and restoring a lifestyle that reconnects people with their natural environment. Upselling add-ons and courses There are many simple and effective ways to upsell to clients by offering add-on services that address their needs. “For summer bolt-on services, try a cooling touches menu,” says Gina Baker, training manager at Germaine de Capuccini. “This can feature extending a facial massage by including cold onyx stones or an iced Gua Sha massage. Try adding a cooling leg massage to a facial. Use a product with ingredients such as mint and camphor, perfect for heavy tired legs on a warm day.” Therapists play a vital role when it comes to facilitating skincare advice, but the whole team should be tasked with smart goals to upsell clients to courses. “Talking to clients is key; understanding their lifestyle, needs and expectation of results – do not underestimate the power of a good consultation,” says Laura Miles, education manager for Decléor. 50
Change your mindset
Jacqueline Ross
Taking a global view of the customer journey, Babor’s Fabienne GuichonLindholm adds: “Upselling a series of treatments should always be teamwork. It starts at booking while on the phone or online. If on the phone, the spa receptionist should tell a story to the guest about newness.” The messaging should be consistent from arrival at reception through to pre- and postconsultation with the therapist, and again as the guest leaves. www.hydrafacialemea.com www.dermaorganic.co.uk www.elemis.com www.caci-international.co.uk www.decleor.co.uk www.germaine-de-capuccini.co.uk www.sothys.com www.naturalspafactory.com www.esseskincare.co.uk www.babor.com
Use different language to achieve better results. As the skincare expert, you recommend and introduce products, you don’t sell or retail.
Perfect your consultancy
An informed consultation with your client gives you key information to introduce a product to support them. For example, if they are lacking energy, recommend an exfoliator or bath salts.
Be confident in your product knowledge
Continue to take the initiative to update yourself on new product innovations, benefits and ingredients.
Be consistent in your efforts
Commit to carrying out a consultation on every client, every time.
Complete the circle
Recommend products your client needs, not what you have used in their treatment. Never give up recommending so that you give your clients the choice to buy. www.jrspaconsultancy.co.uk
www.europeanspamagazine.com
