How to double your business! S4 Ep 108

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There are two ways to increase your income and that is through guest count and your average ticket. But how do we increase this?

Signature Consultation

What do you like and dislike?

What is the goal?

What is the history

What is the inspiration (Never take the verbal description of clients desire as an accurate description)

Recommend the solution - What is the homecare and maintenance for this look 

Cost transparency

Time transparency

Verbal Agreement to move forward

If a a color correction or a questionable result sign a consent form 

Retail

The importance of retail is that it is directly related to increasing your retention and referrals.  For the salon it increases the profits without the trade of time.  The salon can use their profits to invest in more opportunities for sales and supplies.  When we purchase X amount of products we can redeem rewards like BACKBAR or education.  

When to talk about retail and how:

During service- 4 times 4 different ways

When using the product, tell them the cadence of it.  The key word is telling.  If you don't mention it throughout their entire service and then at the end when they leave the treatment room or take off the cape they are not paying attention or focused on your recommendations because now it feels salesy. 

The rule of three- Clients are 75% more likely to purchase 1 product when recommended three.  Make a habit of setting the three products you would like them to take home right in front of them.

Timing is everything so I would set the products in front of them during their processing or right before you blow dry or cut their hair.

It is your responsibility to study what is on the shelf and know how to use it what the benefits are and who is a good candidate for that product

Make yourself flash cards, google it, ask someone for help.  Make yourself a list of products that are beneficial to specific challenges Dryness, Aging, Oily, color retention, repair. Any challenge that you can think of

We need to be quick on our feet and if you don't know that answer your response should be

“I don't know the answer to that but I will find out and get back to you by tomorrow”

Rebooking 

Despite certain beliefs, rebooking is essential to your business to increase FOV, proper maintenance, builds trust and relationships, creates predictable income, and customer loyalty. 

While color is on their hair this is when we need to rebook their next 2 visits. The goal should be 75% of your clients should have their next 2 visits on your books. Especially if they are a modern blonding, extension client, or getting ready for a special event and need their hair and skin looking its best. 

Upgrading the service

Enhancing the guest experience. If we don't offer the answer will always be NO.

Increasing the average ticket is done through upgrading the service. I recommend packaging in your treatments or upgrades during the consultation.  In what ways can you give them the ultimate experience?  Verbally communicate the benefits of these enhancements along with price transparency because no one enjoys a sticker stock. 

Another great time to offer an upgrade while the client is relaxing (such as while they are processing, or during a massage, or scalp massage)  Make a list of all your upgrade opportunities that you can offer during a service.  You could create a special menu and show clients after their consultation and ask if there is anything that would like to add during today's visit that they would like to enjoy 

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