Sales Boosting Tips

By Kelly Lanspa

Whether you’re just introducing a new service at your salon – such as teeth whitening – or you need to revisit it to make sure it’s as successful as possible, there are a few easy steps to follow. Typically when you introduce a new product or service, there’s a natural rush of excitement – and many of your most loyal and progressive customers will sign up quickly for your new offering. This is occasionally followed by a drop-off in demand for the new service. If a drop-off occurs in your business, it’s critical to drive awareness by promoting the service consistently. If you back off, your prospects and more reluctant customers will lose interest, and you’ll need to start over in reselling them. The following ideas will help you promote your new service and ensure it is a success.

Simple Promotion

One of the most successful salons offering teeth whitening attributes significant business growth to its commitment to educate existing customers every time they arrive by showing them a clear list of services and products. This list emphasizes new and exciting products and timely incentive packages. Many spas and salons get comfortable thinking that their customers "already know” what they offer. The most successful and profitable spas and salons know that the ongoing education of their customers is the first step in asking them to spend more time and money with them. If clients don’t know you offer teeth whitening – and are not reminded about the service each time they come to you – they may end up spending the dollars that you should have captured; except they’ll be going to your competitor or their dentist to do so.

Schedule Appointments

In sales, you need to ask for the order. McDonald’s built a world-dominating business by emphasizing consistency of product, and by educating each of their counter people to always upsell. (How many times have you heard, “Would you like fries with that?”) When your customer has their appointment book in hand and their credit card out, always ask if they would like to schedule an appointment or pre-pay for your newest service. You can’t lose; if they say “yes,” you win, and even if they decline, you’ve planted the seed for them to consider it – which may lead to them agreeing to the service the next time you ask.

Once your team has mastered asking the customer, train them to also say; “Do you know anyone else who might be interested in getting their teeth whitened? All of our customers love the results!” Asking for referrals is a proven method to bring in new customers. And if you offer any kind of incentive – such as a discount toward the service if they send a friend in – you’ll give them even more reason to send folks your way.

A good vendor can assist you with messaging, positioning and tactical solutions to help you grow your business. Look for a teeth-whitening partner that’s developed marketing materials and can draw from their own pool of professional expertise to help you leverage guerilla marketing and belly-to-belly business exposure to light a fire under your business. After all, you’re not just looking for a product to throw on your counter; you want to work with suppliers who have creative ideas to help keep your ancillary revenue streams flowing.

Kelly Lanspa is founder and president of ExpresShine, offering premium cosmetic teeth whitening to the finest spas and salons in more than 10 countries. Lanspa ensures the company offers innovative, dental grade products; spa-quality marketing; and unmatched customer service and business advice. To increase profits and attract new customers, call 888.838.5193 or visit  www.expresshine.com.