Cross-selling is the practice of suggesting relevant products and treatments based on your customer’s buying behavior. These supplementary products, services and treatments can increase the average price of an appointment, enhance client retention, differentiate your brand and improve overall customer experience. A perfect example of cross-selling for a manicure is adding a pedicure along with a hand and/or foot scrub.
Maisie Dunbar discusses cross-selling and upselling tactics to help you boost your salon's sales without increasing pricing or hiring more people.
Cross-Selling 101
Cross-selling is the practice of suggesting relevant products and treatments based on your customer’s buying behavior. These supplementary products, services and treatments can increase the average price of an appointment, enhance client retention, differentiate your brand and improve overall customer experience. A perfect example of cross-selling for a manicure is adding a pedicure along with a hand and/or foot scrub.
When formulating the best cross-selling strategy, be sure to study your client’s buying behavior. Do they tend to splurge for special occasions? Do they stick to the exact same products or services during each appointment? As the nail professional, it is your job to find their sweet spot. Once you find it, maximize it.
Pro tip: Utilizing salon software is vital when cross-selling as it allows employees to have data that helps with marketing strategies for each client. It also ensures best practices for your road map to the client’s success.
Upselling 101
An upsell is when you add additional services or treats to increase the average ticket. This tactic persuades customers to buy an upgraded or more expensive treatment. An example of an upsell for a manicure will be a gel manicure or a shellac.
When approaching a potential upsell, there are a few things to keep in mind. Be sure to give the client multiple options. They may have come to the appointment with one specific service in mind, but when they learn of the salon’s many offerings, they might make a last-minute decision to switch things up. During all appointments, provide consistent value. This ensures that when you upsell a client they realize that while it is going to cost them more, your skills are worth the price increase. When upselling, create a feeling of urgency. Learn what your client is getting their nails done for (i.e., vacation, bachelorette weekend, work trip, etc.), and explain why the upsell option would be the best for their situation. Another option? The bandwagon effect. Tell the client how popular and in demand a service is with other clients. Say something along the lines of “All my clients have been requesting X this week.”
Upselling does not have to be a daunting task; in fact, it can be naturally included in a conversation during the appointment. Listen for clues about your client and their lifestyle. Perhaps they believe certain nail products or services are sufficient; however, after a few simple questions, you can provide them with better options. Pay close attention to how they talk about past services—maybe they are too shy to say they wanted something different. Provide maximum value by giving them the choice of high-quality nail sets.
About the Author
Maisie Dunbar is the president and founder of Maisie Dunbar Beauty Brands featuring BluffaJo Cosmetics. She is also a United Nations Goodwill Ambassador and a member of Nailpro’s 2022 advisory board.
