| Lauren Gartland, founder of Inspiring Champions, show you how to do the profit bump.|
Upselling has gone mainstream and you too can easily learn this simple business technique. McDonald's made upselling an everyday occurrence in the 1970s by asking every customer, "Would you like fries with that?" Starbuck's will upgrade your 'tall' soy latte to a 'grande' for only a small price increase. You may be going solo to the movies and have no intention of eating a large popcorn all by yourself, yet it seems only logical to say yes when offered an upgrade!
The same principle holds true for your salon or day spa. Marketers have discovered that once consumers are in the mindset of buying, they are open to buying more. One of the easiest and most profitable salon systems to immediately start implementing in your business is the upsell, or 'bump,' as Lauren Gartland, founder of Inspiring Champions
calls it. Gartland helps thousands of salon and spa professionals each year to dramatically increase their incomes while keeping a work-life balance. She regularly advises clients on how to use the bump to immediately increase profits. Gartland shares, "You are exposing your clients to possibilities they may never have considered before by offering them additional salon or spa services. Once empowered, they have the option to consider the great new looks, spa services, therapies or products you have shared."
Instead of just presenting the minimum service your client has requested, why not offer her additional choices? You could propose three different combinations, starting with the basic service, and then offering two more options that will deliver added results. Explain how the added services will benefit her needs. "Everyone in the professional beauty industry can do the bump. Hairstylists can offer conditioning or glossing treatments, hair extensions, highlights, thermal hair straightening or the newest soft wave treatments," Gartland says. "The list is truly endless."
Estheticians can do the bump with collagen eye or lip treatments, spa body services like sunless tanning and cellulite reduction, or hand and foot treatments. Nail technicians can add on airbrush designs, jeweled nail art or offer exfoliating foot scrubs with their pedicures. Massage therapists can add on spa treatments, aromatherapy or additional modalities like Reiki or reflexology. Waxing and other hair removal techniques are also great bumps.
"Doing the bump will greatly increase your income with only a small price increase for your clients. Let's say you offer a wonderful hair glossing treatment for your clients that costs $25 and you do just two a day. In a week's time, you've made $250 above your baseline. Over a 50-week period, you've totaled $12,500 above baseline. You can substantially increase your profits by regularly doing the bump. You will also be giving your clients better service, increasing client loyalty, building client confidence and advancing your career," says Gartland. In order to get serious about implementing the bump, Gartland advises you start planning them into your day. Arrive at work early, go over your schedule, and look at the opportunities openings provide you.
"If you have a gap after your client's booking, offer a corresponding service that will enhance their results. Or, take the time to add a consultation. You can look through stylebooks for the latest trends or show color swatches for haircolor ideas." Clients could decide to get the service on the spot, or maybe you've planted a seed that will result in their booking an appointment later," says Gartland.
What if the client says no? Gartland concludes, "The greatest failure is being afraid to try. If you're not failing—you're not playing the game full out. A 'no' today could easily become a 'yes' tomorrow. Trust the process. The results will come and it will become effortless.
Conducting thorough consultations for each client and keeping up with their lives will help you to know what services to advise them on. Stay up to date on the latest trends, techniques and product knowledge. "You are in a position to advise your client on what additional steps they can take to enhance their salon and spa experience. Doing the bump is a great way to offer them added results," says Gartland. "Your job is not just to provide technical services, but to create a picture for your clients of what they can become."
Editor's Note: The above article was written and submitted by Jenny Hogan of Marketing Solutions.