Providing the best wax each and every time goes well beyond the waxing room. The products clients use at home between their waxing services to prepare for their wax are just as important as the waxing products that you use during the wax. It is important to really understand the client and what their skin care and waxing needs are in order to educate them on their options for post-care waxing products. You should be able to guide them in selecting the best products that will provide the results they are looking for. Additionally, not only is selling retail products a great way to ensure clients have a positive experience that extends after their waxing service, it is also an effective way to increase revenue and grow your bottom line.
Selling retail can be intimidating and it takes practice, as well as confidence, to be successful at it. Selling requires you to be able to analyze a situation and build a trusting relationship with the client through gaining their respect. They need to feel confident that they can believe what you are telling them, and the solution you are proposing, is going to be worth their investment of time and money. There are a few ways to build trust and respect, including asking and listening, educating, demonstrating, and follow up.
ASK AND LISTEN
In order to fully understand your client and be able to offer the best retail product for them, you need to ask some basic questions first. What is their current homecare routine? Are they exfoliating routinely? Are they using a moisturizer? Are they prone to ingrown hairs? You can start this conversation during the waxing session, as this not only will help to relax the client by providing a distraction, but it will also allow you to gain insight while not taking up time before or after the wax. Once you have asked a few basic questions, you need to listen to their responses and gather as much valuable information as possible. This will allow you to know which products are best suited for them and to offer recommendations appropriately.
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Once you have gathered the information you need and decided which products will work well for them, you need to educate clients on why you are recommending certain products, how to use them, and what results they will see. Education will create context for clients and, as a result, increase the chance that they will consistently use the products and stick to a routine. They will gain the understanding of why it is important and will be excited to see the differences, such as reduced ingrown hairs, a less painful wax, and smoother, softer skin.
An excellent way for clients to sample the products is for you to use the products in service. For example, using an ingrown lotion or spray after a waxing service will allow the client to feel the product on their skin. Although a one-time use may not offer the results right away, the in-service experience will provide the client with some background when making a decision to purchase.
Each time a client returns for their wax, it is essential to check in to see what is working for them and listen to the feedback they provide. Not only will this allow you to offer advice and make any additional suggestions, but it will help to continue building trust in your relationship with the client by showing compassion and care taken to help them achieve the results they want.
Educating clients on the importance of in between service care, as well as offering quality retail products, are key ways to differentiate your waxing services. Clients will be happy when they see the results of keeping up with an at-home routine. They will experience fewer ingrown hairs, their skin will naturally feel more smooth, and their wax session will be more comfortable. As a result, you will set your spa apart, increase client loyalty, and build a reputation as a reliable waxing spot.
Lindsay Miller is the president of LYCON Wax North America. Having first discovered LYCON wax in the United Kingdom 10 years ago, she has dedicated her time to growing the brand across North America, including introducing LYCON to Canada. Training and product quality are extremely important to Miller and she prides herself on building a strong team around her that can offer the best customer experience possible. LYCON continues to be a market leader in hair removal wax and is used in top spas and salons around the world.