How to sell more high-ticket luxury beauty services
Struggling with selling your higher-ticket beauty services?
Laser hair removal, hair extensions, microdermabrasion…these services are so worth the money, and you know it - but how do you get your clients interested in them?
Some clients do actively go searching for these services, but others never think of them - and when they do, they scoff at the price because they don’t understand how valuable they are.
Well listen up, beauty pro: by the end of this blog, you’re gonna be feeling prettyyyyy confident that you can package up and sell your higher-priced items to anyone and everyone!
Whether you’re a hairstylist, waxing expert, esthetician, or spray tanner, everything we’re covering today is to help you sell those big-ticket items.
Graydon from Forever Booked helps medspa owners sell high-priced, luxury packages using creative and super-cool marketing funnels.
Graydon isn’t just an expert at funnels - he understands the psychology behind sales and reaching people on a level that makes them need your services.
And here’s the best news: if you feel weird about sales or you’re afraid of “selling”, Graydon has the antidote for that to boost your confidence and get you proudly showing off your luxury services in no time!
Graydon lives in Columbia now, and he’s no stranger to traveling and connecting with new clients all over the world.
His dad runs a medspa, and Graydon used to work at the spa after school cleaning and helping out. Graydon’s dad is a doctor but has always had a keen interest in marketing and building his business to its highest potential…and that fire caught on for Graydon, too.
“That [interest in marketing] really rubbed off on me and from a young age, [my dad] got me interested in entrepreneurship. I started my career in entrepreneurship by building websites actually. I was building a lot of websites when I was in high school for local businesses. And then I went to university at Queen's University in Kingston [for commerce].”
When Graydon graduated, he wasn’t interested in getting just any job. Instead, he began doing freelance work for marketing agencies, and over time his focus and interest returned to the family business: medspas.
“I started running some Facebook campaigns for my dad's clinic and blowing [it] up. So it just made sense at that point to really specialize and now almost four and a half years later, we [have] 67 clients that we work with right now, all medical spas across the United States of Canada.”
Graydon’s agency provides a ton of value to their medspa clients, from social media management to content creation to website optimization. His agency’s specialty is in targeting the real money-making moves for a business and focusing all marketing efforts in that area.
“Our strategy has just been to focus on [the actions] that move the needle the most. A lot of marketing agencies try to do everything and then end up accomplishing very little. So what we do is we focus on a few things that deliver really good results.”
At the beginning of a relationship with a new client, Graydon and his team will ask all the right questions to find out exactly where marketing efforts should be focused, based on where the most money is coming in for the medspa.
“The first thing we focus on when we work with a new clinic is to always leverage their existing assets. So whenever you're endeavoring in a new marketing [client], you should always look at your existing assets because that's where you can get the quickest wins. And one of those, the biggest asset that clinics have is their own customer database.”
Graydon’s marketing agency has a few different tactics for getting the attention of a medspa’s customers.
Text message marketing has become a very popular (and proven) resource for many marketing agencies. Graydon’s agency will send out mass text messages to customer databases for new medspa clients and get customers reconnected with the spa.
“It reactivates a bunch of people and gets the clinic a bunch of instant sales,” explains Graydon.
Forever Booked also helps medspa clients by assessing all their current packages and offerings and looking at the best way to repackage and reprice for maximum interest and sales.
“A lot of these clinics have all these expensive procedures, but they're never told how to best present those procedures, pack them and price them to sell them for the highest price and ultimately get the people the best results. So we do a lot of work reorganizing and repackaging their procedures as well.”
Finally, Graydon’s agency runs ads for medspa clients that are optimized for sales and nurturing client relationships.
How to structure your luxury beauty packages for the best sales
Before Forever Booked starts advertising to a new client’s customer database, Graydon’s team will take a close look at the current offerings of the business to figure out what’s working and what’s not, based on the spa’s past successes and proven sales successes of previous clients of Forever Booked.
“When we first work with the client our team will research their treatments on their website. And then we have a huge library database of previously proven packages that have already been vetted and work for other clinics.”
After they’ve assessed the client’s pricing and package situation, Graydon’s agency will get in touch with the client, run through their proposal for changes, and if they’re approved, the agency then creates attractive graphics to go with the offers…and then out go out the mass texts!
So what kind of luxury beauty packages does Graydon recommend that you put together and sell, based on his proven track record of making big bucks for his clients?
His advice is to first look at what works for the results your clients are seeking, and go from there.
“I'm a huge fan of layering treatments on top of each other. So in aesthetics, it's called combination therapy and probably has a couple of the other different names, but you get much better results when you can combine different treatments.”
“For example, some treatments treat the top layer of the skin [while] other treatments go deeper and treat the middle and bottom layers of the skin. So if you can layer treatments on top of each other, you can get really good results. And if you combine those treatments, same day, you can deliver these treatments in a more efficient manner - and [your client] doesn't have to visit the clinic as many times.”
Graydon says that this “combination package” can go even further, to be offered as a “Beauty Boot Camp” for your client!
“So what we'll do is put together a series of [treatments into three visits]. They combine together to give synergistic results. And over those three visits, it's gonna be kind of a nine week boot camp or something like that. So we'll sell this boot camp that's gonna get these clients some really good results over a period of time.”
How to price your luxury beauty packages for the best ROI for you and your client
Graydon says that over the course of working with many medspa clients and trying all sorts of different marketing approaches for higher-ticket items, he’s learned that there are a few different ways to price luxury beauty packages to appeal to your ideal client:
Reactivation campaigns: These packages are perfect for the client you haven’t seen in a while. They’re affordable, appealing, and ultimately their goal is to get your prodigal client back in your chair for a consultation and benefiting from your services again. “You could offer someone a $97 introductory treatment and combine it with a consultation - that way you're gonna get a lot of volume. You're gonna get a lot of people in for consultations and lots of chances to upgrade them to another higher [priced] package.”
Luxury consultation packages: A consultation package that promises big results, these packages offer customized consultations and regimens designed for your client who is committed to paying at least $1,000 to get beautified. “Think of [it] as a super qualified consultation someone's coming in for. They've already agreed to a $1,000 package, but then you bring them in for a consultation first and then help [your client] put together [a] higher ticket $2000 - $5,000 package. So when someone comes in, they may just go with a $1,000 package or they may upgrade to a more like higher level package.”
How to advertise your luxury beauty packages on Facebook and Instagram
Y’all know how much I love Facebook and Instagram ads for spreading the good word about your beauty business. Graydon does too…but his approach focuses on a different aspect of them, that compliments what I teach in The Ad Lab beautifully!
For Graydon, the most important part of any ad is your offer - and it should be this: “COME IN FOR A CONSULTATION!”
“How I like to frame Facebook ads with clients is [that] ultimately the goal [is to] bring people in for [a] consultation because based on that consultation, you're gonna educate them. You're gonna build the value of what you have to offer.”
But, Graydon says, there’s a catch: because clients know you’re going to try to sell them something during a consultation, they might be hesitant to book one, unless they go into it knowing exactly what they’re getting sold or they have the money and they’re looking for a solution (hence the two different approaches mentioned above.)
“New patients are frankly kind of scared of consultations. They know they're gonna be sold something. [But] on the other end of the spectrum, if you advertise a really low barrier treatment [that you offer] a really good discount on, they leave, nothing's gonna happen.”
“So we want to take a hybrid approach, where you offer an introductory treatment that happens to contain a consultation afterwards. So maybe [you’ll] offer a $97 price point as the ideal price point [and then] try to build up the value. Someone's gonna come in, you do the intro treatment and then you do the consultation afterwards. So that way people get excited to come in because people are more excited to get a treatment than a consultation.”
Graydon says that wording is important when you’re presenting your offer - specifically, avoiding using the word “consultation” if possible, because clients will presume it will just be a sales pitch session.
“It's better to use other verbiage. So if you have a skin analysis machine, that's really good. So if you can say, ‘You're gonna get a skin analysis or some sort of strategy session or some roadmap’ [instead of ‘consultation’]. Wording's really important. It's all about differentiating what you offer. So you want to get away from the words that other people are using and create your own verbiage for your [beauty business].”
Some other tips that Graydon shared about maxing out your Facebook and Instagram ads for your beauty business are:
Use videos! Show off your treatments so that potential clients see what they’re in for. Relaxed, happy clients getting your treatments and clearly enjoying themselves is the perfect way to convince someone new to book with you
Highlight instant results instead of “before and after” - the magic of seeing what a treatment can do in one session, caught on video, is the best proof a potential new client can get
Here’s what you can say to a potential new client to your beauty business (from the trained sales expert’s own script!)
Graydon’s agency has a ‘concierge’ team that’s trained to take people from vague interest in a medspa treatment to booking an appointment.
But if you’re a beauty professional with a team of one (just you, for now!), you probably don’t have it in your budget to hire an agency at that time.
Good thing I got some hot tips from Graydon on how to warm up a “cold audience” (someone who’s just finding out about your beauty biz) and get them in your chair ASAP!
“The best attribute that someone can have [with a potential client] is just genuine curiosity. You don't want to treat this like, ‘I need to sell this person.’ The goal going into the conversation is I wanting to discover what this person's problem is and if [you] can help them. And so that should be your mindset going in to really understand their problems. Figure out what their goals are too. What do [they] want [their] skin to look like in six months, 12 months time?”
“Once you understand that they have a problem and you're confident you can help them, you just bring them to the next logical step. So you say, ‘Hey, well, that's great. I'm thinking of a bunch of clients who [I’ve] helped out in your exact situation. The best way to get started here would just be [to] come in. You can try out this really cool introductory treatment that we have, or we combine that with an analysis. So not only are you gonna try out a treatment, it's gonna be a super fun appointment. You're gonna learn all about your skin. And at the end you're gonna have a clear roadmap for what to do next.”
Ultimately, regardless of whether not a potential new client comes in for an appointment right away, you should be trying to get their contact info, like their email address or phone number. That way you can add them to your weekly or monthly newsletter, or send out a text next time you run a promotion that they might be interested in.
Take the “scary” out of sales - here’s how you can conquer your limiting beliefs about selling your high ticket services
When you’re first starting out, you might feel nervous, hesitant, or even guilty about advertising your higher-ticket beauty services - but changing your mindset on this is the key to getting over that and making the big bucks.
Graydon has some great advice to help you change your beliefs about selling your high-ticket items:
“The way I look at sales is…that if you truly believe that what you do helps people, and if you're truly confident that if someone has a problem, you can help them with that problem, It's like you almost have a moral obligation to do everything - to use all the tools in your tool belt to help as many people as possible.”
“If you believe that selling's bad and you feel pushy all the time…that's gonna stop you from doing any of this stuff. So you have to fix your beliefs around sales first.”
“Think about all those thousands and thousands of business owners who are just not doing it because they're kind of scared to - that puts you in a new category and that gives you a different kind of connection [with potential clients].”
You can get in touch with Graydon at Forever Booked if you’re interested in finding out more about his agency and hiring him to help you out with marketing your medspa!
