Issue link: https://www.ascpskindeepdigital.com/i/1299736
find your dream career! ascpskincare.com/career-toolkits 49 THE BUSINESS OF UPGRADES There are many programs you can initiate to make upgrades a consistent part of your day-to-day business. Create a Loyalty Program Your clients sign up by purchasing into the program; in return, they receive special discounts and benefits for their loyalty. Create an Upgrade Program One way to structure incentives is by stating that a specific upgrade will be offered after receiving a treatment a certain number of times, such as five, which is what I suggest. This structure will have clients looking forward to receiving that free upgrade and will push them to come back sooner. Reward Good Behavior When your client buys more, they should receive more. Encourage clients to purchase in-series treatments by offering rewards. For example, "Book five deep-pore cleansing treatments to receive the sixth free!" The more in-series treatments they buy, the more they get, and the more appointments you have in your book. Promote Home Care Reward retail purchases too! For example, offer your clients a gift and/or a discount with purchase. For a gift with purchase, if your client purchases three retail items, offer the fourth free. For a discount with purchase promotion, if they purchase one product, they can get another at 50 percent off. TRAIN YOUR STAFF To keep programs and promotions working, your staff should be trained to communicate the same message to clients. • Hold weekly meetings to inform staff of new upgrade possibilities. • Hold training sessions to help coach staff on selling and upgrading techniques. Enlist your product providers to come in and help with training. Information is power. • Remember that it is the skin care professional's duty to provide product and additional upgrade information, because they are the ones who know the client's skin best. • Create an incentive program for your staff for upgrades, just as you would with sales. • Create teams and team goals, and provide rewards for meeting goals. • Train everyone on your staff, not just the estheticians, on how to sell and upgrade. A unified mission, from reception to hair washing to the nail station, makes for a successful business. INSPIRED UPGRADES If you want happy, loyal clients, you need to have a menu of upgrades in place. These can be existing treatments that, when added to an existing service, can be complementary or offered at a promotional price. With an upgrade offered for every treatment on your menu, you have the potential to virtually double your average spa ticket!