Boost your bottom line with add-on services

Upselling and add-on services are part of just about every business we come into contact with and those who do it well report a significant hike in profit.  Julia Gaudio, founder of Elajé Hair & Beauty in Cambridge, has found that since making add-ons a major part of her business plan average spend per client has increased by an impressive 20%. “I believe add ons are an important part of any salon business but there is definitely an art to upselling,” explains Julia. “Timing and approach is crucial.  There are always optimum moments when the client will be more open to an additional service and it is knowing when to offer these in a non-pushy manner that can really make the difference.” Julia’s top five tips for upselling

•  Think of the key moments when the client is in the decision-making moment. When they are at the consultation stage, discussing what they want for instance; this can be a great time to make suggestions about colour or extra services.  Become an expert listener and pick up on key words.  For instance, if they talk about “dull” hair this can help you to open up a conversation about their concerns and you could suggest a glossing service.  If a client is worried about the fizziness of their hair, you could suggest a smoothing service.  Be subtle and tap into where they are coming from rather than your own agenda. At the end of your client’s appointment, don’t just say, “Do you want any products?” Think ahead, introduce them to new products at the finishing process so they can see how they work and show them how to use them to get the best results. 

• Remember, as stylists you need to be confident that you are the experts and that is why the client comes to you. If you see that a client’s hair is fragile and damaged, you should tell them. This then paves the way for how they can improve the condition of their hair. Offering an in-salon treatment or something they can take home, is not just selling product, you are offering them professional advice. Use your expert knowledge to really explain how that service will meet their needs and remember, this means really knowing the products inside out! 

• Doing something nice for someone really reaps rewards. If a client is coming in and has a 50% off colour, they are probably more likely to buy product. They will sub-consciously be thinking of the money they have saved on their hair.  We recently held a Treat Day for our clients and their friends to have a free blow-dry lessons and haircuts. We took over £1,000 in retail that day – purely through very subtle upselling and plenty of feel-good factor. 

• Don’t be afraid to ask. If someone says no, that’s fine but remember it may not be “no” next time you ask. They may log the suggestion and ponder it. When they talk to you about their hair the next time around they may be more open to the add-on service. This doesn’t mean not taking no for an answer, but it does mean being open to suggesting it next time or suggesting an alternative.  If a client is really indecisive a free sample or offering a special discount on the service may just seal the deal. 

• For clients that have colour, I always offer colour treatments and/or shampoos after colour and explain how these will prolong the colour intensity.  Be alert to clients who talk about going on holiday. Do they want a colour mousse to “top up” their colour or something with UV protection?  It really is about tapping into the client’s world and what fits with their lifestyle. 

The point of upselling is that it should never be a hard sell. It’s about offering options that the client may not have considered and that will truly enhance their experience of the salon and the treatment that they receive. If you get it right, add-ons and upsells can make a major impact on your salon’s revenue and your clients will be getting the benefit of your expertise.  With the right products and services their hair will look great and you can expect them to return again and again.