We are all familiar with the term “cross-sell”; the ability to link services and products together, or marry any product to another in a sales transaction with an existing client. It seems easy enough to do, but in reality many business owners lack the ability or training to make it happen successfully. Successful cross-selling is recognizing a client’s needs and then meeting those needs with existing products or services.
So how do we cross sell in a medical spa setting without irritating our client and sounding too pushy?
These are a few key tactics to use, select ideas that will work for you.
- Keep recommendations limited. Clients don’t want to feel like they are under pressure to purchase a product. If they come in for a service, they should be filling out an intake form. Based on what they have written, select one or two key areas of concern and focus on that. Match their concerns with services and treatments that you offer. You don’t want them to feel overwhelmed or that they will be draining their bank account.
- Retail. Make sure that your retail platform is varied to meet the demands of your clients. Clients are looking for products that “solve a problem.” If you do not have a variety of relevant retail, suggest best sellers or have featured products of the month that are set at an incentive price for a limited time. Products should be positioned at the counter with a tester. Be sure that the desk coordinator or technician offers the featured product to the client.
- Try product/service packages and sets. This is a great way to get clients to try a new product or service. Make sure they are seasonally appropriate and market them to your client by highlighting the features and benefits.
- Work at creating an emotional connection to your client. Staff needs to be in sync with their client and their needs, develop trust, leading the client to be more open to listening to “other” services and/or products that meet their needs.
- Use Prescription Pads. Be sure that every client walks out of your business/consultation with a personalized prescription for their body/skincare needs. Any brochures or additional information that will assist the client in their decision making process should be provided.
- Staff is your best asset. Be sure that all your staff are well-trained, sales-oriented employees. Staff should have the proper training to answer any questions about all your services and products you offer.
- Tailor to your Client. Keep it personal. Each and every interaction with your client should be about them and meeting their needs.
Work with your staff to find new ways to engage your clients that is unique to your business’s services and products. By increasing client satisfaction, you are opening up the door for numerous cross selling opportunities.