Second Quarter in Review
  • NAILS Magazine
  • July 23, 2008
Well the second quarter of 2008 has passed and it’s time to check in on Adrienne’s numbers. She grossed $9,635 this quarter! That’s up from $6,938. You go girl. That’s a difference of $2,697.
 
Part of Adrienne’s success is through upselling services. Her average service ticket went from $39.20 to $41.89, which can come so easily by recommending a spa manicure or pedicure, rather than a basic version.
 
On the flip side, Adrienne’s retail sales went down this quarter. From $728.19 down to $617.49. Ouch! It’s so easy to move retail when something is new and exciting. It’s a whole lot harder when the shelves always look the same or there’s nothing new to talk about.
 
That’s when it’s so important to consistently check in on the client’s at-home maintenance through a mini consultation at each visit. A client who purchases a treatment in February will probably need more by June. Are you checking back in on that treatment? How are they using it? Are they seeing results? Will they need more by the time they see you next? All these questions lead to retail sales and a client who sees you as a tech who really cares, not just someone trying to “sell” them.
 
Are you suggesting gift card purchases at each visit? You, or the front desk, asking the simple question, “Who do you know that might enjoy a Gift Card to XYZ Salon?”, can boost service and retail sales tremendously. Do you offer birthday month discounts on retail purchases? How about a gift with purchase or a retail gift card for referring a friend? These are such simple ideas that can make a big difference in your bottom line.
 
What’s so important is that you don’t need to reinvent the wheel to be a success in this industry. You just need to remind yourself what keeps you excited to patronize a business yourself. Make it new and fresh, lighthearted and fun. Keep your clients educated. Check in on them. Keep up your own education to be seen as an expert in your field. Watch your business soar.
 
—Heather, success coach

Keywords:   Heather Goodwin     retailing     salon services  



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