How-To: Know What Products to Recommend to Your Clients

Suggesting retail products to clients can be intimidating and uncomfortable for many nail professionals, as they often want to avoid  “selling" anything to their clients. But selling is one of the paramount foundations of the any industry, and the beauty industry is no exception.

Most fear of selling comes from the idea that to sell something to someone, you must be pushy and aggressive,. But this is not the case. Consider your doctor, for example. Why do you go to the doctor? Because you need treatment. And what do you do when you get there? You tell the doctor your problem. What does the doctor do? They prescribe a medication, treatment or regimen to treat your issue. But in truth, they are “selling” that to you. You walk in their office and ask for a solution to a problem, then you pay the cost—you have just been “sold” your medical treatment.

The same manner of thinking applies in the beauty industry. As nail techs, we hear clients' issues regarding the skin on their hands, cuticles, nails, feet and toenails. Don't look at this as a challenge. Instead, consider it an opportunity to solve an issue for your client. You had to get a license to do what you do, as did your doctor do to what they do, so do not forget that you are a professional who can suggest nail products to your clients within the scope of practice.

Get out of the mindset you are selling something. You are providing a solution to a client’s verbalized issue. You are recommending a treatment for dry cuticles, chipped nails, lacquer not staying on long enough, etc. We all know the list of clients’ complaints about their nails. So, when a client sits at your table and you ask how things are going, and they say something like “can you make my hands look younger?” or “everything was great except my polish chipped after four days” or “my cuticles are cracking,” this is your open door to help them.

Staying Informed About Products and Clients

For this, you need to know a few things about your products and your clients. First, you need to know what is available for purchase right away and what would need to be ordered. People want instant gratification, so having some staples on hand will make retailing and treatment easier. Next, know what products and services to recommend for what issues. For example:

• If a client complains of cracking cuticles and skin, this should be where you offer a cuticle treatment and lotion to take home with them after their service. Ideally, this would be the same product you use on them in the salon as clients often want exactly what you used.
• If they complain of chipped polish, suggest they buy a bottle of natural nail top coat and a bottle of the lacquer they chose, along with weekly or biweekly manicures.
• If they are struggling with cracked heels, recommend pedicure options and products to take home with them to maintain the pedicure in between services.

It is helpful to ask your clients about their lifestyles and daily activities to recommend the right treatments. What kind of work do they do? What chemicals or liquids are they around? Do they deal with a lot of paper? Do they work in an office or perhaps something more hands-on? Are they outdoorsy people or athletic?

Offering Long-Term Benefits

While selling these products can solve various client issues, for me, there is really a deeper purpose. It makes performing their services easier if they do in-between maintenance at home. If a client is filing their calluses, conditioning their cuticles and using lotion at home, when they come in for their mani and pedi, it helps with prep at the salon. In this case, there is not as much cuticle to push back or nip, there is not a callus buildup on their heels and their skin is softer, healthier and more moisturized so the exfoliating and lotion applications are more effective.

Remember, clients come to you not just to get their nails polished but also because they trust in your education and background as a nail tech and professional. Like when patients see their doctor, they expect a solution. Patients may share their experience—positive or negative—with others. Think of your salon and clients the same way. As I stated before, you are required to go to school and obtain a license to perform services in your industry. So does a doctor. You are required to follow a very specific list of regulations and rules. So does a doctor. You are the one with the knowledge and training to address your client’s issues. Just like a doctor treats health issues, you offer support for nail issues [within your scope of practice as a nail professional and not as a medical professional].

Last but not least, NEVER sell a client a product they do not need. This abuses the relationship of trust between you and your client. If you solve their complaints about their hands, feet and nails, the money will come, as will the repeat business. But, if you make a client feel like a paying slot machine you are always trying to tap for a jackpot, you will likely make them feel uncomfortable, used and abused, forcing them to find another technician.

So, with this new thought process in mind, recognize you, too, are recommending nail treatments for the issues ailing your clients, which makes your job easier in the long run. Finally, you are making extra money on the treatment items and appointments for services.

About the Author

Vu Nguyen is a nail technician with over 20 years of experience, the dean of education of Gelish and a Nailpro 2022 advisory board member.