Boost Your Retail Sales: How Estheticians Can Sell More Skincare Products
Sep 4, 2024
4 min read
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Boost Your Retail Sales in and out of the treatment room!
Welcome to the Aesthetician Coach Blog. In this episode, we are discussing all things related to selling retail as an aesthetician. I'm sharing my # 1 tip for selling retail with you!
Selling retail was one of my favorite things as an esthetician. I loved helping my clients and customizing a skincare regimen for their skin type and concerns. I made anywhere from $500-$1000 a month just in my retail commissions and sometimes more! I was only making 10% commission of my retail sales, which means I was selling retail to almost every client. If you are a business owner or a solo esty and your markup is 50% you will be making at least 30-40% so you can see how retail sales can add to your bottom line and overall business profits.
Why Is Selling Skincare Products Vital for Business Growth?
It helps you to scale and grow your business
Selling retail products can yield a margin of up to 40% for your business.
It increases Client Retention Rates.
On average:
a client that does not purchase any retail products has a 10% chance of returning.
Clients that purchase at least 1 product are 30% more likely to return.
Clients that purchase 2 products are 60% more likely to return.
Healthier skin ALWAYS responds better to treatments whether that’s a skincare treatment, plastic surgery, botox or fillers. It will boost your clients results in the treatment room. It will build trust with you and your client. Especially when they see their results from a skincare product or treatment that you recommended.
Boosts Ticket Per Esthetic Room
It boosts the amount per ticket on EVERY client in your treatment room. Which helps you work smarter and not harder.
For example: a client comes in for a $200 treatment and she buys 3 products for $287. You’ve just made $487 on one appointment. Bonus money if they tip!
Let's say your goal is to work 4 days a week and want to make $1500 a day. That would be 3 clients at $500. $1500 x 4 is $6k. You want to take 4 weeks vacation and work 48 weeks per year. That’s still $288k per year!!
What Skincare Line Should You Carry in Your Business?
I see this question a lot in facebook groups. It’s really going to be a personal preference and can also depend on whether you have a medical director as to what you will be able to offer. I would recommend carrying your favorite products from a line that you love because those are the ones you are going to be excited to talk about and sell. I personally like the option of having 2-3 product lines to mix and match for clients especially if you are serving a variety of skin types and concerns. However, if you're just starting out you want to be smart about your investments. If you're solo, a good idea, is to take a 10% commission for your pay on your retail and reinvest the other 30-40% back in retail stock. Or possibly save up for another line to add to your spa.
7 Top Tips for Selling More Skincare in Your Esthetician Business
Always have an ADVANCED CONSULTATION with every client.
RECOMMEND a full skincare regimen to every client.
Know Your Product Lines so that you can EDUCATE your client on the transformation and benefits they will see from your skincare products.
Spend time and effort making your retail space AESTHETICALLY pleasing and inviting to clients. Make them want to spend time looking at your retail products. If you can, have some testers available. Bonus: If you have an ONLINE STORE to sell your skincare products. The easier it is for your clients to purchase the better.
ADD skincare packages to your treatments. For instance: Package your microneedling with a post-care skincare regimen. Package your hyperpigmentation facial or laser package with the products they need to continue seeing results at home.
ASK for the sale.
FOLLOW UP after the sale to make sure the products are working well and see if their regimen needs to be adjusted.
#1 TIP FOR SELLING RETAIL
NEVER EVER EVER EVER JUDGE A POCKET BOOK OR WALLET. Because you don’t know what that person has budgeted for their skincare or their experience. You don’t know how much money they make so don’t try to figure it out. Just give them the full and best experience. Educate them and show them the value in the services and the products you provide in your business.
Action Steps: Homework
What would it look like for you and your business if you set a weekly goal to sell $500- $1000 in retail? How much would that improve your bottom line or even your paycheck? I’m guessing quite a bit. So this week and going forward start recommending a full skincare regimen to EVERY client you see. If you're still saying, Amber, I can't do that, go and grab the mini-course- it’s going to teach you steps and tell you exactly what to do to get more comfortable and more confident selling skincare products.
If you're serious about improving your retail game. This course is a must have. Here's the link: https://stan.store/amberboone/p/get-my-minicourse-now-n456j
Mini-course: How To Boost Retail Sales for Aestheticians is now available for download
It teaches you:
The BEST questions to ask during your client consultations
The MOST EFFECTIVE methods to boost your retail sales in and out of the treatment room
What to always FIND out before selling a product to your client
What NOT to do when selling retail products
The KEY to making long term sales and establishing trust with your clients
Retail sales can be that missing link to help you grow and scale your business. Don’t miss out because of FEAR.
Let me know how you are enjoying the blog and if there are any questions or topics that you would like me to address. I would love to hear your feedback!
Quote for Today: “Whenever you see a successful business, someone once made a courageous decision.”
What courageous decision are you making this week to make your business successful? I want you to put some thought into that today. Let me know in the comments.
Wishing you continued success and courageous decision making this week!
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