OPEN TO SUGGESTION

Salon owner Hellen Ward focuses on the power of the consult during a treatment and the importance of upselling

What has become evident at my own Metrospa is that while the client is in the treatment room, they are far more amenable to therapists prescribing salon services and products. Thus, the clever therapist who advises, prescribes and recommends by carrying out a detailed pre- and post- treatment consultation is uniquely placed to win the trust and confidence of their client and that will pay dividends, now more than ever.

It’s always good to re-visit customer behaviour and analyse how we can capitalise on consumer trends. Likewise, it’s great to be able to validate the trends you’ve noticed in client spend and be assured that others are experiencing the same. To me and others I have spoken to, it has become clear that although clients are still coming into the salon less often than pre-Covid, when they do visit, they are generally spending a bit more and are far more open to trying alternative, holistic treatments and services, sometimes for the first time ever. The customer experience is no longer confined to conventional beauty and grooming, with a rise in treatments that promote emotional well-being. Looking and feeling good on the inside as well as outside is fast becoming a priority for the day spa user, and people are willing to pay for expertise.

Sharing of knowledge

Hammering home the sharing of knowledge through up-skilling a thorough consultation technique is something I will never stop championing. Sometimes it’s really important to cut the conventional small talk and keep strictly on message – showcasing our knowledge and expertise and selling the features and benefits in the way our tried and tested brands showcase their products. However, the key is using the consultation time to encourage the quick wins – the upsells that fill the white space in our columns and turn dead time into turnover. Learning what treatments naturally dovetail as these upsells is key. Maximising the captive audience that is a client wanting knowledge, advice and solutions about their concerns is not just a lucrative win for the therapist and salon, but for the client too.

"The CUSTOMER EXPERIENCE is NO LONGER CONFINED to CONVENTIONAL BEAUTY AND GROOMING, with a rise in treatments that promote EMOTIONAL WELL-BEING."

Hellen Ward is managing director of Richard Ward Hair & Metrospa in London and a beauty ambassador for the National Hair & Beauty Federation (NHBF).

Here are some Metrospa examples of service swaps.

• Brow shape/tint upsell to add on lash tint

• Regular mani/pedi – upsell to gel mani/pedi

• Facial – upsell to include eye treatment

• Bikini wax – upsell to a pre-holiday bundle offer adding underarms, half leg, etc.

• Massage – cross-promote Reiki or specialist treatments

There are some services that clients can be naturally apprehensive about so offering free consultation mornings are a good way to encourage uptake of these.

I’m a big fan of complimentary taster sessions for people to experience the treatment without commitment as a starter. These entry level experiences often lead to regular repeat bookings and purchases so it’s very often a worthwhile exercise. It’s a bit like holding an open day when you’re selling a house.

The ‘try before you buy’ concept needs to become a familiar mantra in our treatment rooms, after all it’s just like test driving a car.