Adding Passive Services
Unlike active services that require the time and skill of a licensed professional, passive services don’t require the tech to participate; instead, a piece of equipment performs the service. Passive services can be an upgrade to an active service or a stand-alone service. These are some examples:
LED light therapy for hands: This therapy is an anti-aging treatment and the services are sold as a series. The client is encouraged to come into the salon between manicures to sit for a 15-minute treatment, as well as adding a treatment before or after her regular manicure.
These treatments have been proven to work for the skin on any area of the body, but must be performed often and with home care to be effective. A client can purchase several weeks of treatments, along with sunscreen. Sunscreen must be used during and after the treatment period or it will not be effective.
LED light therapy for feet: This treatment is basically the same as for hands, but a different light that’s specially designed for the feet is used.
Salt therapy is used to alleviate some respiratory and skin conditions.
Salt room: A separate room can be set up as a salt therapy room where the client can come in with or without an appointment. The rooms usually have multiple lounge chairs. Breathing in the salt air promotes better breathing, healthier skin, sounder sleep, improved physical fitness and endurance, and overall wellness.
Passive services require marketing. Fortunately, the equipment manufacturers usually provide training on how to promote the services. If you’re considering purchasing passive therapy equipment, you should experience them personally first.
Adding Series to Expand Profits
Selling treatment series can increase salon profits dramatically by raising the number of visits and the tickets per client. Series also require home care, so retail sales increase dramatically. In addition, they keep clients in the salon for maintenance after the series is completed.
Almost every service performed in a nail salon can be setup as a series of treatments. As with other upsells and add-ons, selling begins at the consultation. You must educate the client on what a series will do to improve the appearance of her hands, feet, or nails, and on the role home care plays in the improvement.
All series should include photos before the first treatment and after the treatments conclude, all taken in similar lighting. Clients forget and the pictures will show them their improvement.
Examples of hand and foot series are:
Hydration therapy: Dry skin requires exfoliation, hydration, and maintenance. First, the skin is hydrated through a series of treatments, then maintenance services are a must.
Anti-aging treatments: Aging of the hands is inevitable, but appearance can be greatly improved with a series of anti-aging treatments, followed by maintenance. The treatments can also be enhanced and maintained through use of the LED light therapy.
Hyperpigmentation: This service manages discoloration on the hands/feet and requires a series of treatments with specialty products followed by maintenance with professional-grade home care products. These treatments can also be teamed with LED light therapy.
Callus control: The softening and reduction of calluses through a series of treatments and home care is welcomed by clients who have heavy calluses. After the calluses are controlled, maintenance is necessary.
Nail growth: This series includes a basic manicure, plus nail treatment and growth activities during the appointment, such as matrix massage on each nail and conditioning treatments for the nail plate.
Nail biters: Nail biters can benefit from a hard coating or bitter tasting top coat, as well as home care products like cuticle oil. These series tend to be somewhat open ended, continuing until the client is ready for routine services. (The sidewalls should be completely grown out and strong.)
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Credit: Janet McCormick