Helen Burton-Ward on how to increase client spend
By Guest Writer | 07 October 2020 | Expert Advice, Feature
Scratch Stars Natural Nail Specialist of the Year 2019 and CND education ambassador, Helen Burton-Ward, shares her advice on how to increase client spend through add-on services & treatments…
One area that I am currently focusing on in my business is average client spend. A great way to maximise your profit is cross-selling (and it doesn’t have to mean retail, although that helps a great deal), which is a sure-fire way to increase your client’s spending. Here, I’ll highlight some treatments with which you can really increase your customer spend with quick, low cost, add-on services.
Helen Burton-Ward
Brows
Brow services have seen a second surge in popularity within recent years and they’re an ideal add-on for all nail services. Whether a quick brow shape or a full HD Brows treatment, this is a sure-fire way to add anywhere between £10 – £45 to your customer spend.
Let’s say you see 10 clients per week for a manicure at £25. Your average spend will be your total turnover divided by the number of clients you have seen: 250 divided by 10 = 25. Now let’s say you successfully upset four of those clients a brow wax at £10. Your total turnover for the week is now £290; divide this by the total number of clients (10) and the average client spend is now £29. You’ve increased your average client spend by 16% simply by performing four brow waxes!
Facial waxing
Facial waxing includes lip waxing, chin waxing, nasal waxing and more! Many reputable providers offer facial waxing as a one-day course, or if you’re looking to expand your skillset even further, you can attend a two-day course, or if you’re looking to expand your skillset even further, you can attend a two-day wax:one beginners course with me at The Creative Academy London where students are taught everything from a brow wax to bikini. All areas of waxing present a brilliant profit margin when priced correctly and also attracts a whole new client pool – its a win-win service.
Apply the same maths as above and, month-on-month, you’re sure to see a steady increase in customer spend. It is vital that you are pricing correctly: create a cost per service and include paying yourself a wage. After all, no matter how much we may enjoy it, it’s a business and not a hobby.
Spray tanning
This is a drum I have been beating for as long as I can recall. If you have the client base for spray tanning, there is a huge amount of money to be made there. Spray tanning is a low cost per service treatment, quick and is also a low-cost investment. Most reputable tanning providers offer a one-day training course including a kit.
There truly is a whole range of add-on services available that really have the potential to maximise your profit. Start small, work out your average client spend and go from there. If you’re really struggling with the figures or if you’re like me and spreadsheets scare you, I would really encourage you to follow The Business of Salons on Facebook. Liza Smith will be offering some fabulous business coaching packages and I promise you, it will be the best money you ever spend on yourself and your business.
Follow Helen’s natural nail care advice in her columns in Scratch magazine throughout 2020 and follow her nail journey on Instagram.