Increasing Beauty Salon Sales with Cross-Selling
Posted: Thu Jan 23, 2025 4:09 am
Managers and owners of beauty salons and cosmetology offices/clinics are often interested in the answer to the question: how to get specialists to sell home care and recommend other services of our salon? Cross-selling will help solve this problem.
They are classified into internal and external.
Internal cross-selling (cross-selling) is guatemala mobile phone numbers database the sale of additional goods and services to the main service that the visitor purchases in the salon. Participants of this type of cross-selling are 2 or more organizations that have united for this purpose.
Using Scripts in Sales
Source: shutterstock.com
There are 3 cross-selling techniques in a beauty salon.
1. Cross-sales proper.
For example:
any procedure (basic service + home care);
wrap + massage;
manicure + pedicure;
complex programs that can be developed within one department of the salon (for example, a figure correction program that includes several methods) or different departments (for example, a complex facial cleansing after a figure correction program).
2. Up-sales. Involves offering the client to purchase a service or product with a higher price or margin. For example:
more complex and, accordingly, more expensive coloring than the person originally planned;
SPA manicure (branded) instead of the usual one, or coating with more expensive varnishes;
a home care mask that prevents hair loss and provides a Line effect on curly locks, instead of a regular mask.
Case: VT-metall
Find out how we reduced the cost of attracting an application by 13 times for a metalworking company in Moscow
Find out how
3. Over-sales (3 + 1 = 3, 2 + 1 = 2, 1 + 1 = 1). For example:
Having purchased shampoo, conditioner and rinse, the client receives a mask absolutely free.
Let's figure out whether a salon needs cross-selling? Of course! What they allow:
increase income;
reduce the costs of introducing new services/products;
reduce customer acquisition costs;
improve the quality of the product portfolio;
achieve a more loyal attitude of clients towards the salon (yes!);
gain additional points of contact with potential clients (if you practice external cross-selling).
What are the reasons why cross-selling, having so many advantages, does not work in many beauty salons? In reality, the manager of a beauty salon is responsible for everything that happens in the salon. And if he does nothing or acts incorrectly (for example, absolves himself of responsibility, shifting it to employees), then he himself becomes the cause of small profits from sales in the salon.
To create an effective cross-selling system in a beauty salon, a manager needs to understand several very important nuances.
1. First of all, it is worth remembering that the reason for problems with sales in the salon is exclusively the lack of competent management. And the employees are in no way responsible for the fact that the products are selling poorly.
Often, when a beauty salon owner sets a goal to increase cross-selling, he makes a mistake by demanding action from his masters: "Nastya, why aren't you selling anything?" In order for her to sell, the manager needs to do a lot of work. And many want to have miracle employees on staff, distinguished by their sociability and the ability to sell anything to anyone.
In this case, the owner becomes completely dependent on the staff. It is worth noting that many are quite happy with this. But when the owner himself initiates a situation in which it is practically impossible for him to control his income, this is not quite normal.
They are classified into internal and external.
Internal cross-selling (cross-selling) is guatemala mobile phone numbers database the sale of additional goods and services to the main service that the visitor purchases in the salon. Participants of this type of cross-selling are 2 or more organizations that have united for this purpose.
Using Scripts in Sales
Source: shutterstock.com
There are 3 cross-selling techniques in a beauty salon.
1. Cross-sales proper.
For example:
any procedure (basic service + home care);
wrap + massage;
manicure + pedicure;
complex programs that can be developed within one department of the salon (for example, a figure correction program that includes several methods) or different departments (for example, a complex facial cleansing after a figure correction program).
2. Up-sales. Involves offering the client to purchase a service or product with a higher price or margin. For example:
more complex and, accordingly, more expensive coloring than the person originally planned;
SPA manicure (branded) instead of the usual one, or coating with more expensive varnishes;
a home care mask that prevents hair loss and provides a Line effect on curly locks, instead of a regular mask.
Case: VT-metall
Find out how we reduced the cost of attracting an application by 13 times for a metalworking company in Moscow
Find out how
3. Over-sales (3 + 1 = 3, 2 + 1 = 2, 1 + 1 = 1). For example:
Having purchased shampoo, conditioner and rinse, the client receives a mask absolutely free.
Let's figure out whether a salon needs cross-selling? Of course! What they allow:
increase income;
reduce the costs of introducing new services/products;
reduce customer acquisition costs;
improve the quality of the product portfolio;
achieve a more loyal attitude of clients towards the salon (yes!);
gain additional points of contact with potential clients (if you practice external cross-selling).
What are the reasons why cross-selling, having so many advantages, does not work in many beauty salons? In reality, the manager of a beauty salon is responsible for everything that happens in the salon. And if he does nothing or acts incorrectly (for example, absolves himself of responsibility, shifting it to employees), then he himself becomes the cause of small profits from sales in the salon.
To create an effective cross-selling system in a beauty salon, a manager needs to understand several very important nuances.
1. First of all, it is worth remembering that the reason for problems with sales in the salon is exclusively the lack of competent management. And the employees are in no way responsible for the fact that the products are selling poorly.
Often, when a beauty salon owner sets a goal to increase cross-selling, he makes a mistake by demanding action from his masters: "Nastya, why aren't you selling anything?" In order for her to sell, the manager needs to do a lot of work. And many want to have miracle employees on staff, distinguished by their sociability and the ability to sell anything to anyone.
In this case, the owner becomes completely dependent on the staff. It is worth noting that many are quite happy with this. But when the owner himself initiates a situation in which it is practically impossible for him to control his income, this is not quite normal.