The Business of Beauty

I recently caught up with a colleague whilst touring New Zealand, who suggested that there was actually an optimal time to deliberately make clients wait before taking them through to their consultation or treatment room. Her thinking is that customers will browse, read signage and information sheets, stop at displays and look at product on shelving.

She suggested that three minutes is long enough for the visitor to take in the information available in a reception / waiting area but not so long that they get upset with the fact they have to wait. Her advice was that salon owners should deliberately make every client wait this amount of time to optimise the potential of the reception area to suggestively sell extra products and services.

Now whilst I am not a fanatic of waiting for anything, I can certainly see the merits in this way of thinking. So in this article I decided to offer some ideas to maximise the selling potential of waiting time that are simple, cost effective and that you can action tomorrow for increased sales.

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 This article was published in Today’s Therapist UK Magazine.

In my role as a business consultant to the health and beauty industries one of my primary concerns when I visit most clinics is how to maximise sales opportunities. We are all aware that there are dozens of different staffing skills that need to be covered from product training and skin analysis techniques, to specific retail sales training. However, one of the easiest ways to maximise sales opportunities is to create a vibrant, well planned and accessible reception area. Every week I walk into salons where the most neglected space in the building is the reception area. Yet this shouldn’t be the case because a well designed reception space can result in a wealth of extra sales.

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