Sales Techniques That Help You Sell Lash Aftercare

Your current clientele is your biggest potential source of revenue. A study by Adobe found repeat customers are up to  nine times more likely to purchase compared to new shoppers. When you stock your eyelash studio with retail products like  lash aftercare, you can provide better service to customers and increase the value of every appointment. Here's how to sell products your clients will love in a way that won't make them feel pressured.

Master the Art of Selling

You may not have majored in business, but you can still become savvy at sales and make more money in your lash business. Let's take a look at two common sales tactics you can use:

  • Upselling, which is selling a more expensive item or upgrades for a more profitable sale.
  • Cross-selling, which is offering product suggestions based on what a customer is purchasing.

When you  integrate retail into a lash business, you have the opportunity to both upsell and cross-sell. Simply seeing the display can spark interest in a client. Based on the services you provide, you can naturally suggest other products to keep their lashes fabulous after they leave. Some best practices for upselling and cross-selling are:

  • Keep it simple. Too many choices can be overwhelming and kill a sale. The overchoice effect" is a widely researched theory that confirms when we have more choices, we're less happy with the result than when we have less to choose from.
  • Offer bundles. A bundle can seem like a deal to a client. Instead of pushing several separate items on the client, offering a two-for-one or three-for-one package is more likely to close the sale.
  • Tailor suggestions. Every sales pitch should be based on your client's unique needs and interests. 

Now that you're versed in the tactics of upselling and cross-selling, here are some ways to put them into practice in your work.

Photo taken by @LaurasLashesAndBrows

Move Clients Along the Funnel

Every sales prospect (client) is at a various point in the sales journey. TOFU, MOFU and BOFU are the typical stages. They stand for top of funnel, middle of funnel and bottom of funnel. Here are some examples:

  • TOFU: A new client comes in for lashes for the first time. She has no idea that lash aftercare products can extend the length of time her lashes will last. 
  • MOFU: A repeat client comes in. She's never used lash aftercare products, but she realizes she probably hasn't been taking the best care of her lashes since they seem to shed quickly. She has no idea how to fix the problem, though.
  • BOFU: A repeat client comes in. She's been losing a lot of lashes on her pillow (she's a side sleeper), and she suspects her eye makeup remover is contributing to her lash scarcity, too. She wants a solution and is ready to ask her lash artist for help.

At the TOFU stage, clients may not be aware of potential problems your products provide a solution for. At the MOFU stage, clients know they want even better lashes, but don't know what to look for. At the BOFU stage, a client will want your recommendations for solutions to lash issues. 

Clients who are farther down the funnel are closer to buying from you. You can move clients along the buyer journey by asking them questions about their lashes and educating them throughout the session. Talk about each product you're applying. Be ready to answer any question a client has (find  common lash extension FAQs here), and weave in products in your answers.

The number of touch points it takes to close a sale varies depending on the industry — the Data & Marketing Association reports it can take anywhere from an average of 7 to 13. The more “touches” you have with a client that leave them feeling you have their best interests in mind, the better. 

Every time you educate a client about the products you're using, you're adding a positive touchpoint. The key is to genuinely have the best interest of your client when you're communicating with them.

Recommend Aftercare Products During and After the Appointment 

Lash aftercare products like the  TLC 3-in-1 Lash Cleanser and  EyeLove Cleansing Brush for Eyelashes are ones artists can get behind because they promote lash extension longevity. We recommend artists use products they sell in their own beauty routines. This way, you become an expert of the product and can talk about (and show off) its effects on you to your clients. If a client asks you what you use on your own lashes, you can pull the product off the display and offer it to the client.

Recommend lash aftercare products during and after the appointment. Talk about them where it is natural and makes sense during the application. 

When you're checking out a client, ask them if they'd like the products you discussed during the appointment. Refer to the products by name to reinforce the branding. Remember that asking if a client wants  any of what you have to offer might overwhelm them with choices. When you suggest one or two by name, it narrows down the options.

We've created a guide on how to make retail  an effortless part of your business, including loyalty programs and email marketing tips.

Photo taken by @LashVixenATX

Ask Your Clients to Schedule an Appointment in 2-3 Weeks  

On average, repeat customers are responsible for generating  40 percent of revenue, according to rewards program software A study by Bain & Company found by increasing customer retention by just 5 percent, a business can increase profits by  75 percent. Returning customers are where it's at for your business. Think about the benefits:

  • Clients build trust in you, their artist.
  • As the relationship grows, you get to know their lashes better and can suggest the very best products.
  • Any lash retail purchases the client makes will likely be with you.

Regular lash fills are great for clients because their lashes stay looking amazing at all times. Paired with the right products, great service keeps client satisfaction up.

When you tell clients you recommend scheduling a new appointment in a couple weeks, it's also an opportunity to sell. If the client doesn't schedule one, you can recommend a product to keep their lashes in tip-top shape in the meantime. If they do schedule one, you can still suggest purchasing a product you talked about and say something like, “Let's see how this makes a difference on your lashes when I see you again in a couple weeks.”

When you believe in the product you're selling and know it's of the highest quality, like all Lash Affair by  J. Paris  lash products are, you can always feel confident in what you're selling.

Boost Your Profits with Products  

Not everyone is a born salesperson, but every person can sell. Review these sales techniques before your next appointment. Remember:

  • Ask your client questions about the state of their lashes and current lash care.
  • Be a product of the products you're selling.
  • Naturally weave in products by name during relevant conversations.
  • During checkout, ask the client if they're interested in one or two products you discussed during the appointment, and use the product names.
  • Ask for a follow-up appointment in two to three weeks. Weave in sales naturally.

Check out lash aftercare products your clients will adore like the  Beauty Sleep Domed Eye Mask and  Satin Lash Extension Pillow.

Paul Paris
COO | Zoe’s Treat Dispenser | CrossFit Athlete | Spreadsheet Nerd | Traveler

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