hi everybody welcome to another episode
of salon marketing live so happy to be
with you all today and so excited about
today's topic and about today's guest
and we have special guest Daniela Warner
here with us thank you for being here at
Daniela thank you for having me I'm so
excited me too I can't wait to get into
today's topic it's something that
everybody knows is important but it's
kind of like a little bit of a mystery
box and people feel like they don't have
the answers and they don't know how
maybe they don't even know how important
it is but you are a testament and you
are kind of the mastermind behind Salon
retail marketing and sales of Daniela so
it's a to have you here to talk today
why don't you go ahead and introduce
yourself and tell us what you're all
about and what you do so I'm Daniela I'm
a spa marketing and retail sales
strategist for estheticians I focus on
helping women and men but primarily
women just build their business and see
their full potential and I believe that
retail is a big part of that and I
wouldn't say it you know not because I'm
a product junkie not because of you know
the fact that I love high quality
skincare but there's actually a lot of
studies out there that show that when
like according to eye spa they have a
stat that says if a client purchases two
or more retail products from you they
have an 80% rate of return Wow tons of
stats like that so if you look at all
that my real big belief is client
retention and going deep with your
clients and when your clients have
better results which I think we would
all agree that if they're using a
high-quality customized skincare regimen
they're going to have better results
they're gonna you're gonna have better
reviews you're going to have better
referrals you're going to have happier
clients and so it's just a win-win
situation from all aspects yeah I love
that so it's not just about the selling
products about how that fits into your
business yeah and how can you serve your
clients full
because if you know if they're not this
is like the cliche thing but if they're
not buying products from you they're
buying them somewhere else right and if
they're investing time and money to
reach their skincare goals to reach
optimal skin health you're letting them
go - you know target to buy oil of olay
it's that doesn't you know and there's
there's a place for all of these things
right there's a place for oil of olay
there's a place for the MLM companies
there's a place for you know those types
of things but usually individuals who
are investing the time and money into
caring for their skin with a
professional they want that high quality
skin care and when we position it really
about being about skin off then it's
it's a no-brainer I love that so
Daniella I can't wait to get into all
the strategies and all the ideas that
you have about turning retail sales into
a huge part of your business but first
of all maybe you can tell us a little
bit about yourself so um what is your
business like today and how did you
first get started in the beauty industry
oh gosh um so I first got start I got
licensed as an aesthetician it in 2006
and after I went to college so I went to
college and it was I think it was like
three months later after I graduated I
was enrolled in esthetic school because
I went to college because it was like
what you were supposed to do and you
know that's just what you did but it
wasn't anything that I was ever really
passionate about and I was really
focused like okay what am I getting a's
in you know like always like type-a like
what am i getting aids that's what i'm
in a major in but i really when i
learned that you could be an
aesthetician and make money being in a
spa all day i was like holy crap
like that is real life that's what I
want to do so I became an esthetician I
was practicing
I'm from Maui so I was in Maui you know
I started as a solo and then
went to work in a Resort Spa and then I
went to work in a medical spa and that
was really where I like found my people
Medical was kind of my zone of genius I
loved solving problems
I'm a horrible waxer I'm not very good
at massage but if you give me a laser I
will get rid of whatever you touch and
and I love the skincare and so I did
that for several years and then I met my
husband who is active duty military and
learned what it meant to be a military
spouse which was completing seven moves
in a six year time span and so I'm it's
like any guys will have to forgive my
dog it's squeaking her ball in the
background so that's what that is okay
your dog is adorable I saw so if you see
there's a white fluffy Labradoodle with
a ball that's what it is um but anyway
when I decided to you know share my life
with my husband and that he was active
duty it meant I needed a job with that I
could be location independent and I had
always wanted to be an entrepreneur at
some point in my life I wasn't planning
on doing it at 30 or 32 I think I was um
but it just kind of happened
and I started my business actually
working with the physician dispense
skincare brand so skin medica was my
first client and so I was working with
those brands on consulting branding
marketing doing trainings for
estheticians and I would say about two
and a half years ago I really pivoted
into working directly with the
estheticians
because that's where I got more
fulfillment like it's it's really good
for your ego to say that you've worked
with these brands and get to travel and
speak in all this kind of stuff but the
reality was that I was sitting in a
boardroom or like typing marketing
reports and now I get to like have
conversations with the actual women
doing the work and
see the change and that's just so much
more fulfilling for me
and you know at this point in my life I
that's the most important thing is like
what's going to make me the happiest
because I have a two and a half year old
I'm pregnant like my time is my most
valuable resource you're going is that I
love I love that awesome um so guys if
you're watching we're gonna jump into
the educational side of our conversation
today but if you're watching a jump into
the comments say hi and let Daniel and
know if you have any questions about
retailer sales or anything else a spa
and spa marketing and spa sales related
because she would love to answer your
questions I'm okay
so Daniella why a retail sales so and
you have this you have this journey that
you took towards working directly with
best decisions and why did you decide to
focus on retail sales as something that
you knew that you could provide huge
value in education of well you know I
kind of alluded to it in the beginning
but honestly if I'm looking back when I
was starting my business I looked at
what am I really good at and what do I
know that's a value that I can share
with others and my retail the service
percentage was always incredibly high
and it was not uncommon for me to sell
$15,000 just of retail in one month Wow
and because I fully believe in making
the entire home care recommendation so I
you know a lot of companies are a lot of
places will say if you could just sell
one product every time you come in and
to me that's like the worst thing that
you can do and because I think that that
is like if I'm looking at from my
perspective as a patient who wants the
full solution and every time I come in
every month you're telling me about a
different product I'm thinking why
didn't you tell me about that in the
beginning yeah so I go all in from the
beginning I give them their full ammon
which can be anywhere between six
hundred to a thousand dollars but when
you provide it in you position it
in a way where you're educating them
yeah you're not pushy you're just
telling them hey this is what would be
the best home care regimen for you they
buy yeah it's not as hard as it I mean
it sounds like it sounds like oh my gosh
I can't believe people would spend that
much money on skincare but we never have
any idea what that value means to them
and if you don't ask the answer is
always no mm-hmm
Wow so you were doing $15,000 on some
months in your retail sales and you knew
that it was something that you were good
at it sounds like the reason that you
were good at it is because you were so
great at educating them um so maybe you
can tell me um most salons howl and spas
how does a retail kind of fit in to how
they do business so like the average
business that you work with before they
come to you
where are they struggling when it comes
to retail sales and how is it impacting
their business either positively if
they're doing it well or negatively if
they're not doing so well at it so the
first thing that I always recommend when
it comes to retail services is make sure
that your products are aligned with your
services
you know 7080 percent of the time that I
ask someone this they're either wrong
about what their top sellers are or they
don't know hmm
and so I think that if you are a WAC
specialist then what you need to have on
your shelves are dry brushes tweezers
ingrown cream you need to have
everything that's going to align with
your top service yeah right and then as
far as where that's displayed I levels
by level so you want to make sure that
you're having those products displayed
properly so often with estheticians
they're thinking about the products that
they love and not thinking about the
products that are going to make the most
sense for their patients so if you're an
acne specialist you want acne products
on your shelf you know if you're doing
sprayed
you're maybe going to want body scrubs
and lotions and you know things like
that so number one is like make sure
that your products online yeah and what
was the other hardest no I was wondering
like essentially the businesses that
come to you and they say I need help
with it how is retail kind of fitting
into their business overall at this
point like are they doing it pretty well
do they have no challenges what kind of
challenges do they have with it so I
think the biggest challenge is patient
communication so our client
communications so estheticians in
general are such care givers and
nurtures so connected with their clients
the last thing that they want is to feel
like they're being pushy or salesy yeah
and so it's really shifting that mindset
into first you have to believe in the
products right because you've never sell
something that you don't believe in and
you never make a recommendation to a
client that you wouldn't make to your
mom so or your best friend or whomever
someone that you love very much in your
life and so I think that that is very
very important to be an integrity and
never sell something because you're just
trying to get your number as to where
they want them and then focus on like
you know when shifting the perspective
it's like if you know that they're going
to go and buy a product somewhere else
like everyone no one has any problem
talking about how much they hate st.
Ives apricot scrub but if you're not
educating your client on like what is
the best home care for you to use why
wouldn't the client go and use that
because st. Ives apricot scrub spends
millions and millions of dollars
targeting your same client but they're
not like the advantage that you have as
an aesthetician is the personal
connection and Trust yeah and knowing
their skin in a deep way where that a
commercial could never know yeah and
so it's really about for the esthetician
shifting that kind of perspective and
looking at that they're selling and not
serving you know we'll get selling as
serving look at if you don't want to
call it selling call it educating we're
not trying to persuade someone to do
something we're just trying to let them
know this is the quickest way that you
can reach your goals and I think that
spas will have the products on there and
but nobody's selling them because of
that fear of being you know the used-car
salesman or whatever yeah his car
salesman I know and maybe they've had
that experience of someone trying to
sell something to them and they didn't
feel good about the experience they're
like oh I don't I don't want to be that
way I don't want to I don't want to give
someone else that bad experience but it
doesn't have to be that way so that's
something it's all highly in positioning
so look one of the things that I always
did when I was practicing when a patient
was on my table I would you know do
small talk with them in the beginning
and then I would say before I started
cleansing I would say so how do you want
to how do you want to experience that
your service today would you like to
just relax and enjoy the treatment and
zone out and I can give you my
recommendations at the end more would
you like me to tell you step by step
what I'm doing so if I give them the
choice yeah they're doing a my
recommendation either way and they're
prepared for it they know that I'm going
through making recommendation but I'm
I'm letting them experience the service
how they want to experience it yeah and
when I do make my recommendations I'm
giving it to them I'm I'm explaining in
what I call a product sales elevator
speech which is essentially a 15-second
feel that tells them what the product is
what what's the benefit to that
individual and why I feel like they
should purchase it like what is that
going to do for their skin rather than
like talking forever about all the
things that the rebbe's talk to us about
you know we're holding them like what is
their benefit so it's all the
communication starts before they're on
your table and
and they know that they're going to get
some sort of recommendation so if you're
not just like surprising them like oh I
just had this beautiful amazing
treatment and I have like facial bliss
right now and I'm getting off the table
and here you are talking to me about
growth factors and fiber that's what
you're saying and ruining my bliss that
is what we don't want to do yeah you
know yeah exactly
um so I just wanted to give a shout out
to who's watching we have sign here we
have Marsha Martine Melina Tracy and
Adam said say hi to me since the height
of Daniella from me
guys um those who are watching or even
if you're watching as a replay let us
know in the comments where do you feel
like you fit in with retail sales like
from one to ten how comfortable and how
confident do you feel about your skills
in selling retail so one would be like I
feel like I need a lot of work or tennis
you're like I'm totally confident I feel
like I've got all my ducks lined up etc
I would love to know just give us a
number in the comments so we know maybe
how confident you feel about it and if
you're not that confident that's
perfectly okay because Daniel is gonna
give us some tips for kind of building
up that confidence um but I would just
love to know so type in the comments and
let us know
okay so Daniella can you tell us a
little bit about like the the students
and the clients that you have when you
work with them on their retail sales how
do you work with the spa owner and then
their team members can you tell us kind
of how that relationship goes with
either training them or how they can
kind of develop that culture of
Education of sales through education as
a team yes so there's a couple of ways
and you know in the past when I'm
working with like a very large spa I've
actually done one-on-one coaching with
the team members so the spa owner will
bring me in and the reason that that
works is because every
single esthetician has a different
reason
that there's a different challenge that
they're struggling with right so it may
be that they don't understand the line
well enough it may be that they're
having trouble articulating the benefits
it may be that they have imposter
syndrome who am I to be to sell this
right here the purchases and so there's
there's three different approaches as to
how you address that issue um so as our
company has grown we've really kind of
moved away from that we have a goal of
impacting a thousand estheticians this
year or 2020 and so we've moved more
into a group model where we have a
program called spa retail Rockstar
that's a video training and and group
coaching program and I think that having
a combination of um we don't just
straight-up strategies like product
sales elevator speeches if you don't
know how to recommend products like
here's the step by step you know you
answer those three questions I said
earlier what's the product what's the
benefits of the client why should the
client purchase you come up with a two
to three sentence spiel that answers
that and you practice saying it aloud
that's the biggest part because our
bringing we this like took me so long to
understand but if anyone out there
speaks another language or has studied
another language you know that you can
understand everything before you can
speak yeah so I speak Italian I'm in my
previous life I was married to an
Italian when I came here so I forgot
that we have that in common
I was um I was much better so when I was
in college I studied Italian for nine
year or for five years then I graduated
college I married an Italian we spoke
only Italian at the house we had the
rioter national we had to hold
I can understand everything but when I
would come to speak I was speaking at
probably like a middle school level you
know I was it was much harder for me and
now that you know we've been divorced
for ten years it's like I I went back to
Maui and one of my girlfriends just
started talking to me in Italian and I
was like oh and I was like wait I can't
answer her I can understand what you
said but I wanted to respond in English
and it's just it's because there's a
different part of our brain that we use
for comprehension that we use for spoken
word and so when I'm connecting with us
decisions they know what these products
do they know what the ingredients do
they are like oh my gosh yes 100%
I believe in growth factors or I believe
in peptides or I believe in anti ocean
whatever it is but when they have to
explain what it is like just do this
test like ask your aesthetician to tell
you what a growth factor is yeah and
they will get so jumbled hmm even though
they know the answer they know it they
know it but it's very hard to articulate
and that's one of the confidence you
know whatever the opposite of confidence
booster confidence like right yeah and
it's because they're like wait wait I
know this so well
why can't I articulate it and you know
being an esthetician I always say it's
like one of the most amazing industries
because we as estheticians we are
expected to understand the anatomy of
the skin right chemistry of products
emotional intelligence with our clients
the business skills to run and operate a
business I mean I don't know any other
industry that you have to know all of
those things yeah and because it's
pretty well known like doctors are not
good business people they you know God
bless them I love them they're great at
what they do
they're terrible business people that's
why they have people like me or other
people come in
run their practices for that and but as
estheticians even though we have to know
all of this stuff about the skin and
science and chemistry and all of that
we're also expected to have the
emotional intelligence to deal with our
clients to run our businesses so don't
know any other industry where we have to
have such a unique and complex skill set
so to give ourselves a break and just
know that like it takes work and
devotion every single day and it's just
one step progress not perfection
yeah and practice - like you said like
for example you said one of your big
tips it's just like you know the
elevator pitch for products and you know
what its benefits are you know how the
ingredients work but until you actually
practice talking about it with people
who aren't familiar with those
ingredients or how it works you don't
really get that practice in got to say
it aloud so I I used to talk to my dog
yourself in your commute on the run
little cart like whatever you need to do
and I do this all the time like if I'm
ever going for a speech and if I'm
getting nervous about what I'm gonna say
like I just practice saying it aloud
yeah and then I'm like okay like your
brain just remember so that's one really
easy tangible tip yeah that you can do
the other thing is community so I think
that there's a lot of amazing educators
out there there's a lot of you know
there's not a shortage of that so find
someone that you connect with yeah
whether it's it's you know some type of
coach whether it's a mentor that you
have that you've worked with like it
doesn't the biggest most important thing
is that you connect with them on a
personal level that you trust them find
that individual and find that community
because I tell you what when you have a
community of women that are supporting
you and building you up and encouraging
you you know because being entrepreneur
is crazypants you know I mean it
like so up and down and so you need that
support of other women to tell you that
you're not crazy here you know it's okay
like go ahead and have a good cry but
let's it up and solve this problem now
you know so so so important and I'm
learning that for myself as well as just
like being a business owner or being an
entrepreneur it can it can feel really
lonely and having that support network
makes such a difference
so I just wanted to jump into the
comments for a second so when I asked
everyone how they feel kind of about
selling retail scale of one to ten
Molina said five Diane said to Tracy
said five Sergey says I think I missed
six or seven but lacking the closing of
the sales and then Tracy says I'm a five
but the closing part is lower as I don't
want to seem pushy so maybe you could
tell us Daniella do you I mean when
people are going through that you know
those at that educational aspect how
what kind of tips do you have them for
actually closing this sale after you've
talked about the education stop talking
mm-hmm that's people talk too much so
you you I recommend writing out the
recommendation so when they're in that
facial fog there's they're just it's
just not a perfect opportunity to expect
them to remember everything so I have a
consult sheet that I actually write out
here's what I want you to do in the a.m.
here's what I want you to do in the PM
and I'll say you know in the PM I want
you to start with the AHA Baja cleanser
here's my product sales elevator speech
next I want you to use the TNS essential
serum here's my product sales Oliveri so
I'll go through and give my entire home
care recommendation I actually have all
the products with me at the front delt
yeah and I have them set there and I
just have in there and I'm like so this
is what I'd like you to do now when
would you like your next appointment and
so it's not as just an assumption yeah
that they're going to purchase all the
products
and if they're like well if I only had
to buy one what would you want me to buy
because that's like comes up right that
happens and so then I say well these
products all work together so I follow
you know skin medica made famous grass
theory which chance for growth factors
retinoids antioxidants and sunscreens
and I let them know you know I I
personally follow the same philosophy of
skin medica where I believe that you
know every single anti-aging regimen
needs to have these four ingredients in
there you can choose whatever line you
want you know but you've got to have
that combination and they're all doing
different things no growth factors trick
your skin into acting younger you can
talk about the example that I always use
is like if your kid falls down and gets
a cut it heals like that if your grandma
falls down and gets the exact same cut
it's gonna take two weeks to heal and
that has to do with the amount of growth
factors present in your skin so our body
because they're wound healers if you
have a brown spot a red spot a liner
wrinkle a brown spot is overactive
melanocytes cells a liner wrinkle is
breakdown of collagen elastin our red
spot is broken capillaries these are all
injuries so if you have your putting
growth factors on to heal those injuries
it will trick your skin into acting
younger right weirder with antioxidants
we're looking at preventing free radical
damage so I say you know what bothers
you the most and we can go there and you
know you have to obviously be able to
wear a pair of budgetary constraints and
things like that but when you like if
someone wants to do something they're
gonna find the money like they're there
always every yeah they're always reality
but like if you're charging you know a
hundred two hundred bucks for a facial
depending on what it is that you're
doing
um and they're coming in to see you
every month like you know I will
actually if if someone legitimately has
budgetary issues ila will tell all of
them
I would rather you purchase this
homecare first and skip a month of
coming to see me yeah
and come back because this is what
you're doing every single day hmm
this is the healthy diet you know if I'm
your trainer and you're coming to work
out but you're eating McDonald's every
day yeah you're not gonna get to where
you want to go so it's really just
positioning is what are your goals and
showcasing like if I'm doing it in
consultation or talking to someone you
want to position retail at the front
like here at your starting point yeah
you have acne we're starting with your
products you want anti-aging we're
starting with your products and really
positioning that as the first piece and
because again that's going to assist
with client retention and and all of
these different kind of things so I
think that it's using language where
you're almost assuming that obviously
they're going to purchase and then
setting the products on the counter in
front of them yeah and writing
everything out so it's it's kind of
these subtle like body language uses so
yeah essentially and being honest with
them what are your goals and being
honest with them like you said if they
have budgetary constraints talk to them
honestly about what's going to make the
biggest impact for them to help them
reach those goals right and if they if
they need to purchase one product at a
time then they purchase one product and
the next time they come in then you make
the recommendations of the other things
that they haven't yet purchased yeah if
we purchase everything you simply ask
them how are you liking all your
products you know and we don't push
anything and you just you you're great
if if anything needs any tweaks let me
know but I'm really happy that those are
working out well for you yeah I'm so
Marty had a question she said we
struggle with closing the sale I was the
top seller at my city salon at my City
salon I worked
however the village salon I have I find
it hard sometimes to close the sale
secondly my stylist struggles to talk
about all of the products they are using
even with training I think that she has
just qualified last year and struggles
to remember everything with trying to do
here so Martina is a hair salon um so we
talked about kind of some tips for
closing this sale there what do you
suggest people do with their team
members if they feel like some of the
people that work there aren't the
strongest with their selling
everyone's gonna hate it and hate this
answer but it works role-playing so when
I was working as a spa director if my
team I required my team to be at 50%
retail to service and that was in a
medical environment which is very high
so in a medical environment typically
the goal that you're shooting for is 30%
retail to service in a day spa or salon
environment you're shooting for 50% we
tell the service I have seen medical
estheticians or estheticians working in
a medical environment whatever you want
to call their official title hitting 200
percent retail the service Wow so it's
that mean hot tub double what they're
selling it services they're selling in
retail if they did $2,000 of services in
the day they sold $4,000 worth of each
oh my gosh Wow yeah so it's possible but
I think a good I don't want to limit
anyone by those benchmarks but I just
want you to know what is possible and
the reality is if you want to do a
hundred thousand dollars a year in
retail it's $400 a day so can you sell
$400 a day
in retail products like that should be a
no-brainer because if you're having I
mean that's if you do for clients a day
and you just sell a hundred dollar
product you know then it's like you can
get to that point and then you later in
e-commerce you layer in subscriptions
all these other kind of things and
that's why I say you can survive on
services retire on retail I saw that you
wrote that in one of your blog posts I
loved that
that just goes to show how important it
is for your revenue well the thing is
one of the big like the elephant in the
room that I feel like nobody talks about
is the majority of estheticians I don't
know the exact staff but I think it's
something like 70% of estheticians are
solo and if you are a true solo
esthetician if you don't work you don't
make money so what it like I'm pregnant
right now what would I do if I'm going
on maternity leave yeah what would I do
what if you want to go on vacation you
know like we do this job because we're
passionate about our careers and because
we're passionate about helping others
and helping women to look and feel their
best but if we can't make a livelihood
doing that and we have to work and we
can't be there for our families I don't
think that that's right you know that's
not a business model that is sustainable
yeah and so when you have retail you can
set up an e-commerce store now I mean
the technology is there you're looking
for online consultations and then you
know sell them make their
recommendations and ship them the
product I mean there's so many different
ways that you can do it where you can
still have money coming in even if you
don't have your hands on somebody Wow I
would like that ecommerce and online
consultations gives me another idea for
another salon marketing line that I
would love to do with you of it I know
that's a big topic so um so I just
wanted to jump into the comments again
Surjeet says I'm surprised to see if
people spend so much money in Sephora
versus when they come to my business I
don't know what the reason that my sales
are so low she says very good point
about explaining the ingredients did you
want to talk to her first point so
number one Sephora if you know what
Sephora's advertising budget is it's in
the millions and millions of dollars
yeah and so there are they're constantly
so there's a marketing stat that says
that clients will purchase for from you
between the 7th and 11th point of
contact so that means if we're running a
promotion right
how many estheticians I want to ask
everybody this didn't see what they say
who is listening
when you send out when you market your
promotion do you send one email is it
your one blast at the beginning of the
month that's like here's my potion come
by with me and you know then you don't
have any other communication from them
and you know that is what I
overwhelmingly see in ours in our
industry which is a huge mistake because
the open rates for spa is thirteen point
one percent to average open rate so that
means if you send if you have a hundred
people on your email list thirteen of
those people will open and do you want
to be like what so many estheticians
feeling like I don't want to be pushy I
don't want to be salesy if you are the
friends that comes over once a month and
it's like hey buy from me buy from me
buy from me buy from me I'm not gonna
talk to you next month until I have
something else so you could buy from me
yeah no it needs to be 80% value 20%
promotion yeah so I suggest weekly
emails weekly communication whatever you
want to do but weekly events weekly
whatever something that provides some
sort of value for you for your clients
or your patients and then because that
is building them to like trust factor
that is show that's keeping you top of
mind yeah so every time they turn on the
TV or go to the mall or look in a
magazine there seems to for us at for us
Sephora so they're thinking about
Sephora if they only come in contact
with you once a month that their facial
but they're not seeing you on social
media they're not seeing you in their
email box they're not seeing you at the
mall or what up you know they're not
gonna be top of mind yeah so how can you
get their attention
and build such a deep relationship with
them that you are the first person they
think about when they think about any
type of skincare yeah so we've got to
really step it up as estheticians to
compete at that level yeah and it it
takes stepping out of your comfort zone
you know
something that scares you right because
I don't I don't know very many
estheticians that really enjoy Facebook
live or enjoy original media or any of
that kind of stuff and you know I I
don't I didn't like I was never on
social media before I started my
business but I'm today wouldn't have a
business if I didn't participate in
social media yeah and so it's like we do
what we have to do because our Y and our
passion is more important than our fear
yeah I love that that's some tough love
and it's so true because you you have so
many options now for showing up even
when people aren't inside of your spot
they're right there beside to you on
Facebook and on Instagram and in your
videos and in your advertising and in
your inbox and it's just a matter of if
you're showing up there and not just
showing up when you have something to
sell but like you said providing that
constant value and branding yourself as
the expert as well yeah 100%
I'm full of tough love so Martine says
we set the products at the front desk
also I think the clients hell just don't
see the value in them even though we
talk about what they do it can be
frustrating at times so what what
problems do you see that people are
facing when they feel like they are
talking about the products they are
talking about the benefits but they're
not getting the sales in is there
usually some sort of common issue that
you see that's happening there um it can
be in word choice it can be in
subconscious body language it can be in
confidence so if you are not confident
in yourself so like okay if you have
ever walked into a room and in court
conversation even though nobody said
anything you feel that weird energy
right like that's your subconscious your
subconscious picking up on like oh if
something's going on here I don't know
what it is
if you are not like you can't fake it
till you make it with confidence you
know so if you don't genuinely believe
in the products or believe in what
you're saying or believe in what these
things are doing that other individual
who you're talking to will be able to
pick that up for sure we can tell we can
like even if we don't know why we know
we know when someone doesn't truly
believe in what they're saying
yeah so I think then it it's just
practicing it's also asking for feedback
and it's like what are the what is the
the main point like can you explain what
the difference between the skincare
brand is that you carry versus oil pole'
yeah what's the difference why should
because if I don't know anything about
skincare and I can get something for $15
or you know fifty five dollars I'm gonna
buy the fifteen dollar thing if I think
it's the same thing yeah right so it's
our job to truly genuinely educate them
on what these ingredients are the fact
that those up cosmetics that you're
purchasing the overwhelming majority of
their budget is going towards marketing
and advertising yeah not going towards
research and development it's not going
towards clinical studies it's not going
towards higher quality ingredients
they're looking for mass production so
when you're purchasing either spa grade
or physician dispensed which is also
called pharmaceutical grade it's just
the level of like you know how they have
food grade co2 yeah or food you know
it's like there's pharmaceutical
ingredients pharmaceutical grade
ingredients cost more if you buy a
pharmaceutical grade vitamin C it's
completely different than buying a
vitamin C that you know Neutrogena is
putting in their product and that's why
they can charge less so yeah being able
to clear
explain to your client like here's what
the difference is here's why you know
you should care
here's of why I believe that this is the
right product from you and I think also
when you as an esthetician are
consistently showing up and show that's
why I say like on your social media be
educating them yeah sure should be let
him know like you know your stuff you
know your stuff about ingredients you
know your stuff about you know like
different skin conditions and and all of
that so the more that you can show up
and and not brag right but genuinely
educate and share information the more
they're going to trust you yeah yes that
is so so true and it's all like it's all
about the educational side not just in
person but also wherever you show up
online as well um so I'm just seeing
into the comments okay so we were asking
about email marketing so you were asking
how much do people actually send out
communications about their promotions or
their products of cetera and Sergey says
yeah pretty much one or two emails um
Martine says my open rate is actually
pretty high I'm learning to email more
it just takes time she says she feels
like she needs someone to take on the
role and okay so I think the point there
is that when you have something to sell
it or something to share or some sort of
value to provide it's not just about
doing it once it's about showing up
consistently because people need to hear
their messages multiple times yep and
and and the thing is the larger your
email list the lower your open rates hmm
so that's just something that as you
grow as a business yeah as you get more
clients and I'll just add this other
tidbit is that every single esthetician
should be building an email list outside
of their existing clients and that's a
huge like aha moment that
my multi six-figure spa owners are like
oh my gosh I didn't realize I could do
this and now I have now it's like this
light bulb went off and I wish I would
have done this earlier
yeah that's building the relationship so
if you're not doing that start doing
that now you can do that through your
website you can do that through offering
what's called a lead magnet which I'm
sure you know all about and teach all
about I mean you can do that through
some sort of coupon that you're offering
if it's like you know get a
complimentary underarm wax with any
Brazilian enter your email and we'll
send you your coupon yeah so then you're
starting them on an automated nurture
sequence because maybe those people
don't book with you now but they start
getting your emails every week and they
see you being consistent and then they
show up yes yes so it's not just about
having your clients on your email list I
mean that's a huge part of it but there
are people who know about you and who
are curious about you that you can
communicate through email maybe they
haven't come in yet but it's just a
matter of time with them hearing from
you and getting those communications
from you as well seven to eleven times
yes seven to eleven times so don't feel
bad about you know sending out those
weekly emails that's what you gotta do
that's what I do that's what Daniela
does in her business I know as well as
so just those regular communications um
okay so Daniela I wanted to ask you a
couple more questions um with some tips
especially related to retail sales
around the holidays so christmas is
coming up huge season I want to know do
you have any tips for selling more
retail products around the holiday
season yeah so there's two promotions
that I'm big fans of around the holiday
and there's a promotion called the
retail reversal that we've kind of
perfected inside of spa retail Rockstar
and essentially the concept is you know
buy $200 worth of retail get a $200
chemical peel for free oh wow so if you
look at that your cost of treatment of
doing a chemical
is probably $10 maybe depending on what
brand maybe $15 so if we're looking at
the actual cost so you want the highest
perceived value lowest cost of treatment
right so if you were to take that $200
retail sale and discount it by 10
percent
you'd be discounting $20 right so you
look at like okay where's the actual
money going out yes you're losing your
time right and if you have a team member
you're paying that team member but you
have an hour to build a relationship or
half an hour however long it takes you
to appeal mm-hmm
build a relationship to upsell them on
an additional series of pills because
your approach received in series that's
invaluable
I love yeah I would know I would totally
do that who wouldn't right like buy $200
and skincare get a $200 chemical it's a
no-brainer
yeah right you're like they're $100 what
I was like that's huge value yeah and if
you guys have ever read blue ocean
strategy talks about like really
standing out in your market because
nobody cares about 10% they're people
are so like I don't even know why we
have outlet malls anymore because if you
go to a regular mall it's like 50% off
the sale price you know it there's just
people are bombarded with discount
discount discount so if you say 10% off
or 20% off it doesn't matter it's noise
but if you have some crazy deal that's
like hey this is what we're doing and
it's so different than what anyone else
has seen yeah and you offer it in a very
limited amount like this is a holiday
promotion that we're doing or whatever
then that is really awesome the other
promo that I love is the buy 100 get 100
and so there are a lot of spas that do
this but it's essentially buy $100 gift
certificate mm-hmm and then get 5 $20
gift certificates that you can use so
essentially those five $20 gift
certificates our coupons they're not
there
no cash values you want to have this
printed on the back no cash value not
good towards retail one per client per
transaction so essentially you're
wanting them to come back five different
times gone and $50 off or give those as
gifts
so the vibe works really well on
Mother's Day yeah and then over holiday
those are why do you find that people
use it do they essentially like do they
usually give the hundred dollar gift
certificate to someone as a gift that
was their intention and then they
personally use those twenty dollars for
themselves it depends you know a lot of
people actually buy the gift certificate
for themselves like and that for
Mother's Day they'll do it but like I
had a couple of spots do it over in June
for dads and grads and so they were
giving the $20 to their graduates they
would you know or like if they do it
over valentine's day like in little
Valentine's Day cards or whatever so it
just depends you know it really depends
on how you're doing it but um some of
our girls inspire each other are they
tested it out um and one gal did sixty
four hundred dollars in nineteen days
and we sold 60 for gift cards another
gal she her goal was twenty she's like I
just want to do 20 and she did fifty
four thing that's a smokin deal but you
just have to make sure that you've got
all the verbage on the back correct
so yeah hash value gift certificates
each law each state has their own laws
like you keep you know of how you have
to deal with gift certificates but the
other twenty dollar ones are essentially
coupons and that have no cash value so
someone can't say like I want a fifteen
dollar lip wax give me back five dollars
or keep five dollars yeah you know it's
single transaction you want to encourage
them to get a facial or get something
that's higher that you're discounting
the other okay I have loved that
so guys take note think of some of these
ideas um daniela talks about these and
much much more in her program retail
rocks for retail rock stars so and i
want to ask you more about that in just
a second final question for you daniela
um you and i both love Facebook ads and
Instagram ads I personally love them for
my business I love helping my students
with them do you have ideas about that
you can share about promotions for
retail sales that you've done maybe with
some of your students that you can do
through Facebook and through Instagram
so you know I think it comes down to
having like if you were doing a retail
reversal promotion and Facebook Ads
are real they're not easy to learn you
know it's one of those things that I
always say you will want to throw your
computer out the window for at least a
month learn how to do it because it is
an ATM once you do learn how to do it
it's amazing but if you're just getting
started and maybe you have only like
five dollars that you want to spend and
just test around like simply do your
retail reversal promotion like talk
about whatever your post is boost it for
$5 I used to be totally against boosting
but here's what changed right now
Facebook and Instagram especially are
really into DM and they're doing a lot
with DMS and they're paying attention to
what's going on behind the scenes so you
can if you don't want to do the whole
landing page email nurture sequin pixel
like all of this kind of stuff just
simply boosts the post and say send me a
DM to learn more you're gonna have a lot
more time investment because if you're
doing something like that you need to be
on those DMS yeah and responding to them
but that's a super simple way that you
can get your post like pass the waters
yep I had one girl do Facebook ads like
I've been
I could hear about ads for probably six
months she's like fine I'm just gonna do
it she spent five hundred dollars on ads
and she got I think six Micro bleeding
appointments Wow and 6 micro bleeding
appoint mr. high-value appointments 575
she I think she tried is too low but 575
her appointment so she had a $500 ad
spend but she made whatever 575 times 6
is I can't do math practice it's
something like $2,700 something like
that it's a huge return on investment
yeah so just play around with it like
get comfortable being uncomfortable
because you just that's what being an
entrepreneur is is you're constantly
solving problems and like newsflash you
are an entrepreneur that's the thing is
you have to identify as a business owner
and an entrepreneur first and then an
esthetician and I think it's the
opposite I think people identify as
estheticians and they're not they're not
solving the problems that they need to
solve because it's you know they want to
just it's scary and overwhelming and it
makes you feel uncomfortable and yeah
but it's like you know what you do that
and the reward is so great oh I so agree
and there's just so many different parts
of running a business that go beyond
just your treatments and your services
etc it's also all those other things and
how you can be strategic about building
up your business doing more retail sales
getting the marketing right that kind of
thing so Daniella do you have any other
kind of words of wisdom about retail
sales before we wrap up anything else
that you would like to share maybe about
kind of that mindset shift that you know
that people kind of have to take place
before they're kind of ready to go out
and sell retail like they should well I
I think it's just believe in yourself
you know more than you think you know um
that was a big thing for me
was just
using that word Jeff I'm just an SME
just I'm not smart enough because I went
to beauty school I'm not smart enough
because whatever you know but the thing
is like we know so much more than we
realize and the average person doesn't
know the difference between a chemical
sunscreen and a physical sunscreen
average person doesn't know what a
growth factor is or what an antioxidant
does or what a fibroblast does they
don't know what sebaceous hyperplasia is
or whatever you know like they don't
know those things
so we know so much more so just have the
confidence that you have everything you
need to build a thriving business you
are the person that's holding you back
just you're gonna get judged no matter
what you do so you may as well get
judged for doing the things that you
want and purpose
ya know that's amazing advice well
Daniella this has been so eye-opening so
practical and useful I love your
tough-love part but also your practical
tips and you being a cheerleader for
estheticians who are business owners and
who are entrepreneurs and how can people
learn more about you and about your
programs Gen Y Ella
well I think the best way so small
retail rockstar is closed right now but
we do I do a podcast called spa
marketing made easy it's on iTunes it's
on stitcher Google and basically
anywhere that you get podcast you can
just look it up spa marketing made easy
and we have a Facebook group with the
same name we do super valuable episodes
every single week giving you like
tangible tips and advice I think that's
the best way to stay in touch get to
know me better if you like my teaching
style and you know then we'll it's very
clear whenever we open our program
exactly because you have to hit them 7
to 11 times each all right we do way
more than that now
luckily I love that so guys um follow
Jenna let's podcast
it's awesome she provides so much free
value and content she interviews amazing
experts in the beauty and business space
so check it out check her out and can't
wait till when does your program reopen
um I don't know yet so we west finished
our launch and we're debating opening it
it's it's either going to be one more
time at the end of this year or it's
gonna be July of next year yes so going
on maternity exactly when is your baby
due April yeah I'm at the very beginning
of April so I'm gonna be I'm working
until the end of March and then I'll
come back in July we'll definitely do a
launch in July but it just kind of
depends what we're doing for the rest of
this year okay awesome
well guys follow Gen Y Ella and she will
be sure to let you know when it
relaunches so you guys can get all of
the teaching and coaching and mentorship
that she provides in a spa retail
Rockstar and again thank you so much
Daniela for watching everybody I know
I'm Sergi says great webinar Tracy says
thanks Gen Y Ella's so Martine says love
this
so everyone appreciates your advice and
guidance so much when it comes to retail
sales and I really appreciate you taking
the time to come on with us today thank
you thank you for having me
no problem alright guys I'll see you
again here next week next Tuesday for
another episode and talk to you all soon
bye everyone