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On My Mind - THE
UPSELL
by Julie Register Upselling
A
sales strategy where the seller will provide opportunities to purchase related
products or services, often for the sole purpose of making a larger sale.
businessdictionary.com
 Imagine
lying on a treatment table in a lovely Spa ready to have that facial you've been
looking forward to. You're settled in. The light is low. You're warm. You're comfortable.
Soft music is playing. You're relaxed. The esthetician gently knocks on the door
to see if you're ready. She quietly comes in. You hear her wash her hands. You
hear her moving things around in preparation for the facial. But before starting
the facial, she first makes you suffer through THE UPSELL!
During the upsell, the esthetician will suggest additions to your treatment
that address problem areas or enhance the effects of the facial you have scheduled.
These are usually in the form of masks, serums, ampoules, eye treatments and lip
treatments. They often are called "add-ons" or "enhancements."
In my experience, the esthetician suggests one thing - usually the most expensive
- and I politely decline. She will almost always then suggest something else less
expensive, and I again politely decline. Generally, I allow this cycle to be repeated
four times before I finally say I just want the service I came in for. Thankfully,
most stop on their own after two. If I had accepted, some of the upgrades would
have more than doubled the cost of my facial but, more often it would have added
$20 to $60 to the bill. The upsell process makes me tense and wears me down -
but only my ability to enjoy the upcoming facial, not my willingness to purchase
the add-on. Neither the Guest nor the Spa ends up the winner in this battle of
wills. In my experience, this sales pitch often comes before the esthetician has
even examined my skin. I find this blatant attempt to get me to spend more money
without any attempt to address issues I may have with my skin simply bad form
and inexcusable. This has happened so many times over the years, that I now despise
- I can't emphasize this enough - despise being upsold/upgraded/enhanced
while I am lying on a treatment table.
I understand that many Spas find
the upsell at this time an effective way to make more money from their Guests.
After all, they have a captive audience - a naked person under a blanket who is
in a very vulnerable position. Their guard is down. They may not be able to easily
say "no" to suggestions their treatment provider has made. They may
not want to be confrontational. They may not want to disappoint. Saying "no"
makes them uncomfortable and feel bad. A Spa should never do anything
that makes their Guest feel bad. It is likely that when the Guest walks away from
the Spa, the thing they will remember most from that treatment was the awkward
moment when they were put on the spot during The Upsell. This makes it hard for
Spas to create a positive relationship with their Guests and build repeat business
and referrals. In addition to all of that, it brings into question the effectiveness
of the treatment the Guest has already scheduled. For example, I have scheduled
a facial that included cleansing, exfoliating, extractions, a mask and moisturizer
that promised to leave my face soft and moist. When the first thing the esthetician
does is to try to sell a peel, an eye treatment and a lip treatment to me, it
lessens the perceived value of the facial I have already chosen. It feels like
a bait and switch - that the facial I purchased isn't really any good, and if
I really want results, I have to pay more - usually a lot more. While facials
are the majority of services during which I have experienced The Upsell, I have
also had it during massages, wraps and manicures. I'm not saying that the
add-ons have no value or should not be presented to the Spa's Guests. However,
there is an appropriate time and place for everything. During a treatment and
in a treatment room is not the appropriate time or place for The Upsell. In my
opinion, there are three appropriate, Guest-friendly, opportunities for The Upsell:
When the
initial appointment is made - When a Guest calls to make an appointment, the
Guest often is looking for guidance on what services to select. The Guest doesn't
know that the Spa's phone operator or receptionist may not know anything about
the Spa's services. However, that operator or receptionist represents the Spa
and should know everything about the Spa's services so they can make appropriate
recommendations to the Guest. The Spa must educate the phone operators and receptionists
so they can really assist the Guest. Providing treatments for the operators and
receptionists enables them to speak from experience. Providing questions for them
to ask Guests and identifying appropriate services based on the answers enable
them to make the proper recommendations. In general, the phone operators and receptionists
are the least trained and lowest paid staff at a Spa, yet they are the first contact
with the Guest and can make a huge difference in how the Spa is perceived. If
this "first impression" of the Spa is positive and helpful, it can help
create a lasting relationship with the Spa's Guests.
When
the Guest checks in - Have the receptionist review the services the Guest
has scheduled and explain what else might be beneficial to go with them. Use this
time as a part of the consultation.
After
the treatment is over - In my opinion, this is the best time to upsell. Once
the treatment is over, discuss the benefits of the treatment the Guest just had
and what they can do to make it even better in the future. The treatment provider
should lay out a plan to continue care for maximum effectiveness. Based on what
the treatment provider learned about the Guest on this visit, they should recommend
products for the Guest to use at home (don't recommend more than three or four
at a time - I've had 18 recommended to me on one "prescription" sheet!).
The treatment provider should also suggest that the Guest book an appointment
every X weeks to maximize treatment effectiveness and be specific about what should
be scheduled next time (perhaps a different type of treatment along with add-ons).
A few days later, the treatment provider should check to see if the Guest purchased
any of the recommended products and rescheduled. Contact the Guest to see how
the treatment and recommended products are working and thank them for trusting
you with their care. Then tell them you look forward to seeing them next time
if they have rescheduled or ask them if they would like to schedule the next appointment
if they haven't. This can be a time for The Upsell. This helps build an ongoing
relationship between the Spa and the Guest. Doing this puts the focus on what's
best for the Guest and how the Guest can benefit (not on what can the Spa sell
to the Guest and how the Spa can benefit). It provides value to the Guest and
should help build repeat business and referrals.
Many
Spas have upsell and retail sales goals for their treatment providers and reward
and "punish" according to how close they come to these goals. I think
it is a method that may work better for resort and hotel spas where Guests may
be willing to spend more and buy "souvenirs" if they are travelling
or on vacation. The Spa is not likely to see them again for a long time if at
all. However, I think this practice may be dangerous for day spas and their regular
Guests. If these Guests have treatments every 6 weeks or so, it is not likely
that they have the need or desire to purchase anything additional each time they
come to the Spa. By having lofty sales requirements, it encourages treatment providers
to get pushy, and the Spa runs into the danger of losing whatever loyalty they
worked so hard to get. I suggest Spas use upsell and retail sales goals very carefully.
Measured goals drive behavior. Will the goal produce behavior that is in the best
interest of the Guests? If not, don't do it. What is in the best interest of the
Guests is, ultimately, in the best interest of the Spa. That's my opinion
of The Upsell. Thanks for "listening." I am interested in your opinion.
Email me at jar@DiscoverSpas.com,
and I will post yours below. ~Julie |
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