This is always an interesting topic, because there aren’t five people who can agree on a single set sheet, and that’s fine. The thing to remember is that clients don’t want or need too many choices.
Base your sets on the theme and products demonstrated at your Spa. From my experience in Retail, as well as the psychology of selling, it is most effective when you offer 3 sets for the clients to choose from. They may look like this:
BC Spa Manicure Set
- BC Spa Manicure Instant Manicure
- BC Spa Manicure Extreme Repair Cream
- BC Spa Manicure Cuticle Oil Pen
BC Spa Facial Set
- BC Spa Facial Cleanser
- BC Spa Facial Tonic
- BC Spa Facial Polish
- BC Spa Facial AM Moisturizer
- BC Spa Facial Night Cream
Extreme Instant Facelift Set
- Regeneration TFF Extreme Tri-Peptide Complex (or regular if this is too expensive)
- Regeneration TFF Extreme Eye Firming Serum
- BC Spa Resurface Resurfacing Peel
- BC Spa Resurface Microdermabrasion
Remember, I don’t discount…I add value to the sets when they are sold in sets. My entry set is the BC Spa Manicure Set and I sell it as is. My BC Spa Facial set is my mid priced set, and the one that I want every client to purchase. When they purchase the entire set, I will typically throw in the Eye Cream as a Gift With Purchase, or as a Purchase With Purchase, charging them half price. When someone purchases the Extreme Instant Facelift Set, I will throw in the Regeneration TFF Extreme Lip Treatment as a Gift with Purchase or pas a Purchase with Purchase, charging them half price.
It is a proven fact that when presented with 3 options for purchase – one low priced option, one medium priced option and one high priced option, the consumer will generally pick the mid-priced option. Don’t believe me…how do you order wine when you go to a fine restaurant?
If the clients don’t want to purchase as a set, they will tell you which of the individual products they want, but NEVER play to the lowest common denominator. If you expect less, that is exactly what you are going to get. The same, by the way, goes for when you present your career opportunity at when you close your Spa. ALWAYS recruit as an opportunity to start a business and earn money. Those who are just looking for a discount will join anyway…they’ve already figured that part out…but NEVER encourage someone to join with no intention of selling, otherwise you will have a Consultant that has not intention of selling. Keep them as a client, turn them into a Host so they can bring new blood into your business and in turn, they can earn the Host discounts. You will make more money by keeping them as a client than you will by turning them into a wholesale buyer.
We have a variety of set sheets available for you on BeautiNet>Business Tools>Forms on File>Set Sheets. You can find PDF forms that range from basic skin care sets to a complete Spa menu; however, many of you choose to create your own based on your own personal selling style. I would love to say that there was one magic "set sheet" that everyone would use, but 20 years of experience in this business tells me differently. You all typically enjoy the flexibility of developing your own Set Sheets and Hostess Incentives; although, we are always here to offer recommendations if you choose.
When I was at Leadership Conference, I had the great opportunity to sit down with Sr. Executive Director, Sue Peterson, who is and has continued to be one of the best "sellers" in the business. Sue kindly allowed me to borrow the set sheet that she has developed and talk about it on my blog today.
Sue believes in starting all of her clients with skin care, knowing that skin care will build her a very loyal and faithful reorder business and leaves her with so many options of products to use for follow-up after her initial Spa. Sue and I both agree that skin care is a very effective way to introduce new clients to the products and also not to show too many products up-front for fear of overwhelming the client and complicating the sale. Sue is finding that she has dramatically increased her average Spa sales with an average of $1650 in sales and with clients purchasing on average of 2 sets each at a minimum.
Sue uses a unique combination of a set sheet and a worksheet to close the sale. During the Spa, she has each of the guests have a worksheet to keep notes on the products. Not only does this show them the order of application, but it gives them more ownership in the sale and lets them write down what results they willl gain from each of the products that are used. Sue has found this to be both effective and profitable. I have to agree...I love this concept and wanted to share her set sheet and worksheet combination to give you some ideas as you develop and perfect your set selling skills. Please note that I have taken a few creative liberties with Sue's set sheets and have written down my verbiage for each of the products to provide you with "words to say" about each of the products. Of course you will want to adapt to your personal style, but these are the words that I use to help explain how each of the products work:
I look forward to hearing your comments on this. Remember this, if you remember nothing else...EVERYONE who comes to your Spa has an expectation to purchase something or they wouldn't be there. How MUCH they purchase is up to you and your Hostess. Limit the products you demonstrate and offer to your guests and keep the Spa on time. There is a phrase that I absolutely love..."Leave before the party is over". What I mean by that is to always leave your Spa guests wanting more. When you do, you will find that not only do your sales increase, but so will your Spa bookings.
I hope you have a great week. Be sure to come back on Friday where we discuss all of the new products that we introduced March 1st and how to best use them to explode your business this Spring.