Best in Beauty
The best estheticians and spa professionals are those who are passionate not only about wellness and skincare, but also providing excellent client experiences. We’d fancy a guess that very few, if any, of those professionals got into the business of spa services just to “sell stuff.” Even so, strategic sales decisions are what turn passions into successful businesses, and the spa industry is no different.
But here’s the truth: tailored, personalized recommendations aren’t just a part of the sales process. They have the power to turn a one-off visit into a wellness experience that lasts long after clients step foot outside your spa. They create moments that can turn into meaningful interactions, client loyalty, and undeniable support for your bottom line.
The key here is that upselling should feel natural, supportive, and more like a conversation than a pitch. Let’s walk through how to make authentic retail recommendations during every phase of a spa visit—no scripts, no pressure.
When a client first steps foot through your spa’s doors, every moment afterwards is a chance to learn—about them, their needs, and what brought them to you today.
You’ll have some insight depending on their scheduled services and treatment history, but don’t settle with just that. Give them the opportunity to provide you with more detail. You’re gathering insight and opening the door for highly personalized recommendations later.
Keep your questioning friendly and super low-pressure. You don’t want to overwhelm them as soon as they’re through the door!
If you’re able to incorporate any of these questions into your check-in paperwork, that’s a huge bonus—but make sure your team is following up with their skincare questions and concerns in person, too!
The most important part of engaging with clients at this phase in the process is listening. Take notes and ask for more details when you can. Connecting with your clients will not only give you the insight you need to make appropriate recommendations later, but help them feel genuinely cared for.
Although you won’t be making direct recommendations at this stage of the customer journey, you can set a foundation for them later with the layout of your reception area. Keep product testers visible and within reach. Give special service offerings a presence with signage or in take-home brochures. Create a visual atmosphere for your spa that will support the kind of skincare and wellness guidance you’ll be providing to your clients.
With a little more insight into your clients’ needs, use that information to showcase particular products and techniques during their treatment. Note the word showcase, not sell. The last thing you want to do is make people feel like they paid for a sales pitch instead of a spa treatment.
Avoid making any specific suggestions of retail availability or pricing. Instead, create moments that feel seamlessly part of the service. While applying certain formulas, call out brand names and healing properties, focusing on their performance and their role in the treatment.
You’re essentially connecting the dots between the primary skincare concerns they told you about with actual products and services. Make sure you’re keeping the spirit of these product showcases in education, not persuasion. Be personal and honest, and don’t shy away from sharing why you (and your other clients!) love the products.
At this point, your client is content and relaxed. They’ve seen your expertise firsthand, and are comfortable putting their trust in you. It’s during this phase of their visit that you can begin the transition from education to recommendation.
Before sending your clients back to the reception, take a few moments post-treatment to recap your observations. Use these moments to summarize initial results, reinforce progress, and introduce any recommended retail in a way that feels helpful, not pitchy.
Keep it warm, clear, and tailored to what they told you at the start. The goal is natural, non-scripted delivery—but here are a few examples you can use for inspiration and make your own.
To finish your recap, invite them to participate: “Do you have any questions about what I used or anything we talked about today?” Remind them that your space is a safe space for asking questions, engaging their curiosity, and learning more.
At the end of their treatment, walk your clients back to reception with graciousness. Thank them for their visit and let them know how they can schedule any follow-up treatments and your recommended frequency.
As you reach the front desk, reinforce your recommendations in a casual, helpful way, but without pressure, like: “If you’re interested in grabbing the serum I used, just ask at the counter—they’ll help you find it!”
Ensure you and your front-desk team are on the same page, too. Instruct them to ask retail-focused questions that help checking out feel conversational, not just transactional.
Even if they turn down certain retail or service offers, be prepared with answers that might help them make informed decisions later down the line.
The key to making confident, informed recommendations might be exactly what you expect: you have to be confident and informed!
It’s easier said than done, but it’s a feat best accomplished together—as part of a team. Clients are a priority, but don’t forget to take time for each other. Make sure you’re teaming up to chat goals, share insights, and discover new ways to support each other from the treatment room to the front-desk.
When recommendations and upselling comes from an educated, thoughtful place, spa retail strategy can add to the experience without being awkward or pushy. Remember: your clients just want to know what works. You’re just helping them get there.
Looking for more tips to elevate your salon or spa? Check out The Business Building Guide: our free eBook featuring event-hosting hacks, marketing strategies, and more for spa professionals. Download your copy here.
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