Back when I first started my career in sales the best advice I received was never to sell for my own reasons, but to sell based on the needs of the client. It was sound advice then just as it is now. I’ve worn many hats in the beauty industry. Everything I’ve learned has been through trial and error, which is why I was so excited to start writing this business development series. The old adage “Those that can’t do, teach” is super true in my case. I am not a cosmetologist. If you saw me with shears you’d either laugh or run away! I learned early on that my gift was to share my knowledge in helping others build more successful businesses. I have to admit I’ve always been a little jealous of the hair stylists. I have so much respect for those that are able to directly influence how someone views themselves in the mirror. The information shared in this series isn’t groundbreaking. In fact, most consultants, coaches, and software companies are using these same metrics to calculate growth opportunities. The point that never seems to be touched on, though, is this: Be genuine. It seems simple. Keep in mind that you’re always putting the client’s needs and desires first; you’re not simply selling hair color or take-home products.
With that said, let’s look at average tickets.
Boosting your average ticket can give your overall business an increase without adding any new clients. You can look at your average service ticket, average retail ticket, or the combination of both. The first step is to set a benchmark for where you are starting. You need to know your current average ticket value before you can set a goal to increase.
Convincing clients to spend more of their hard-earned dollars starts with trust. The goal isn’t to just sell additional services or products, it’s to recommend additional service options to enhance your client’s desired look. Without a strong foundation of loyalty and trust, these points are moot. Genuinely looking at the client’s goals will help increase your overall average tickets.
I know I sound like a broken record, but it always starts with the consultation, asking questions to learn the commitment level, wants, and needs of the client. Never tried hair color? Maybe a face frame balayage, or a glaze is a great starting point. Hair in rougher shape than you’d like? Maybe an in-salon treatment with some pro take-home products is a great solution.
For full service salons there’s always the ability to cross-sell services. This not only builds loyalty to the individual, but enhances the overall client experience and builds overall loyalty to the business.
When I began working in the salon world I worked at the front desk of a full service salon and day spa. The owners benchmarked EVERYTHING and gave the entire team goals for improvement. They also gave us the coaching and tools we needed to achieve the increases. The front desk team was taught to always suggest an additional service. Suggest is the key word here. The script sounded something like this: “Mrs. Smith, I have your appointment for “x” and “z” service scheduled at date/time/service provider. There happens to be a manicure (insert available extra appointment here) at the same time. If you’d like to have a manicure while your color is processing I’d be pleased to schedule it for you.” Out of every 100 calls we might get an additional 5-8 upsell appointments scheduled.
To wrap up, here’s the short list on boosting average tickets:
Upsell additional services/cross-sell with other service providers.
Suggest and explain a take-home product regimen.
Offer value-added packages (service OR retail).