Issue link: https://www.ascpskindeepdigital.com/i/148952
Little Extras Add-on treatments and how to market them by Tara Templeton How would you like to add items to your menu that set you apart from the competition, impress your clients, and improve your bottom line? If it's not the right time for a complete revamp of your services, you can achieve all these results simply by offering more add-ons. What's so great about this solution? First, you don't have to stray from the products and prices your clients have grown accustomed to. Second, you'll impress clients by giving them ways to personalize their favorite treatments. Third, you'll get heightened results from each treatment with very little extra effort. It all adds up to a great way to put more cash into your pocket without making any major changes to your daily schedule. Setting Your Prices As a sales representative for a skin care product line, I've researched the treatment menus of thousands of salons, spas, and independent estheticians across the country. A high percentage of them offer quick, easy add-on services as optional enhancements to their facials at prices that range from $5 to $100. When setting prices for your add-ons, keep in mind how much money your clients are willing to spend. It's useless to offer extra services if your clients won't pay for them. Suggested prices are included with the following ideas, but you should always base pricing on your own operating costs and knowledge of clients in your area. There are a couple of alternatives to having set prices for add-ons. Some estheticians have a lot of success using addons as rewards. You could offer the add-on free for clients who book a certain number of services or refer a friend to you, or make it part of a limited-time promotion to help you attract new bookings—"Free with every facial for this month only; normally a value of $10!" Some estheticians charge per minute for certain add-ons like massage. Don't forget to have the products used for add-ons available in your retail area, too. Learning to Upsell Many estheticians are uncomfortable with selling, whether recommending retail products or suggesting an add-on to whatever service the client has booked. It's normal to feel 16ASCP Skin Deep September/October 2013 this way, but it's completely unnecessary. Never assume you know how much money any given client is willing and able to spend. Clients come to you for assistance in reaching their skin care goals and your recommendations are part of that process. When you offer an add-on, most clients will appreciate the offer and the extra thought that you're clearly putting into their treatment. If they say no, you haven't lost anything. It's best to offer the add-on before the client is on the table. Do it during your consultation, after you've seen the client's skin. This helps you recommend the most suitable add-ons while not coming across as pushy or intrusive during the treatment itself. Use your treatment menu as a visual aid when you make the offer, pointing to the add-on you recommend. This way, the client sees the price and details; you don't have to explain and she doesn't have to ask. You may find this method takes away a lot of the discomfort involved in upselling. Jeanette Acosta, owner of Skintique Miami and Novena Maternal Skincare, keeps menus in every treatment room for this reason. Adriana Rodriquez, a medical esthetician at Skintique Miami, suggests waiting until a client's second visit to offer an add-on. This way, the client already trusts you. Don't offer an add-on after you've started the facial, unless the situation leads naturally to it (perhaps because of something the client mentions to you). In this case, be polite and use your own good judgment, and be sure to mention the price so there are no surprises later when the client is ready to pay. Throughout your consultation and treatment, point out positive aspects about the client's skin, not just the problem areas. This is important even when you are not offering add-ons, but it's vital when you are. It will help avoid any implication that you are saying the client needs more work done than she thought. The goal should always be to make the client feel better about herself, not worse.