Retailing is an important part of the spa business as it contributes directly to the growth of overall profits and increases the potential for repeat business. In order to provide the best wax possible, you must think beyond the wax room for your clients. The products your clients use at home in between their waxing services and to prep for their wax are just as important as the waxing products that you use during the wax.
In order to recommend the most suitable products for your customer, it helps to understand your client and what their skin care and waxing needs are. This information will help you guide them to select the best products that will provide the results they are looking for. Additionally, selling retail products is a great way to build client loyalty as it helps to ensure your clients have a positive experience that extends long after their waxing service is over.
BEING YOUR OWN SALESPERSON
Selling retail can be intimidating and it takes practice as well as confidence to be successful at it. It requires you to gather information, build a trusting relationship, and gain the respect of your client. Your clients need to feel confident in what you are telling them and that the solution you are proposing is going to be worth their investment of time and money.
1) 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 to determine their current homecare routine. Are they exfoliating routinely? Are they using a moisturizer? Are they prone to ingrown hairs? Once you have asked a few basic questions, which you can bring up during the waxing session to relax and distract your client, you can gain insight about your client’s needs while not taking up time before or after the wax.
2) Educate: Education is key so that your clients can understand the purpose behind the products you have recommended as well as what results they can expect. For example, for a client that suffers from ingrown hairs, educating them on exfoliating and treatment products will help them understand how they can prevent and treat ingrowns, as well as help them narrow down on which products they should use based on your recommendation. Find a line of retail products dedicated to ingrowns, such as a spray that contains targeted ingredients like salicylic acid and is perfect for both backbar use and retail. Other options include wipes and exfoliating mitts.
3) Demonstrate: An excellent way for clients to sample the products is for you to use the products during the service. For example, showing your client the proper way to exfoliate will allow them to try a product and understand the proper way to use it on their own, enhancing their post-wax experience. If your client isn’t familiar with the importance of exfoliating, starting with this concept is an easy way to start padding their at-home routine. Exfoliation between waxes is paramount to maintaining proper pre- and post-waxing care. Find a brand that offers a wide range of gentle exfoliating sugar scrubs with different scents like apple and cranberry, coconut vanilla, pomegranate, grapefruit, and lavender and chamomile.
Although one-time use may not offer the results right away, the in-service experience will provide your client with some background when making a decision to purchase.
4) Follow Up: Each time your client returns for their wax, it is essential to check in with them 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 or changes, but it will help you to continue building trust in your relationship with your client by showing compassion and care to help them achieve the results they want.
Choose retail products that are composed of targeted ingredients and offer solutions to many skin care concerns that are associated with waxing. At-home care is essential in order for clients to experience the best possible wax each and every time they visit. Clients will be happy when they see the results after keeping up with an at home routine. They will experience less ingrown hairs, their skin will naturally feel smoother, and their wax session will be more comfortable. As a result, you will set your spa apart, increase your client's loyalty, and build your 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.