How to sell beauty services without feeling salesy, annoying, or ignored
I just wrapped up my launch for The Facebook Formula for Salons, and I’m so happy with how it went!
Launches are always a ton of work. Sending out sales emails, posting ads all across socials, filming ads and webinars - it’s a constant flurry of activity that requires me to show up every day ready to be seen and heard and talk openly (and often) about what I’m offering.
Nerve-wracking? Heck yes, every time! But I know that being a great salesperson is crucially important to my success, so I’ve fostered selling practices that feel good and work really well.
Selling what you do can be scary. Maybe you hesitate to put yourself out there and sell your services because you’re worried that people are going to get turned off, and never want to hear from you again. You worry you’ll annoy your favourite clients. Worst of all, you’re worried you might be ignored.
I used to be so scared to sell that I went for a year without really promoting what I did. I just waited for people to get in touch with me. Yeah...not a great plan, and unsurprisingly, it didn’t work out as I hoped.
Have you done this, too?
Okay, so let’s put the obvious truth out on the table: in order to grow our businesses, we have to sell! We have to talk about what we do in a way that really entices people, and yes, we have to do this even while we feel uncomfortable.
Today I’m going to share with you the ins and outs of selling without feeling like an annoyance on all your online marketing channels: Facebook, Instagram, social, email - wherever you show up online!
Selling is the best skill to master right now, especially with special events like Mother’s Day coming up in just a few weeks.
Here are some strategies I’ve used to get over my selling fears. Whether you’re a hairstylist, salon owner, esthetician, nail artist, or sunless tanning expert, these techniques will work for you. Selling gift cards, nail art classes, retail products, hair and skincare products? Read on and don’t fret - let’s get you selling!
Reset your mindset: you’re running a business, not a hobby shop
Do you want to be profitable, or popular?
Your favorite content producers on IG and FB might be super entertaining and aesthetic and popular - but are they selling services well? Is that even their intention? Or is it a hobby for them that happens to bring in revenue?
As a beauty business owner, I know it feels natural and fun to post pretty pictures of the pretty nails you paint, the flawless haircuts and colours your team is doing, or the picture-perfect sunless tan jobs you offer. But if all you’re doing is putting up pretty pictures, and not directly advertising products and services or putting the word out about sales you’re running, then you’re thinking like a hobbyist, keeping it entertaining and fun. You’re not going to see the needle move that way.
This is a mindset shift that all business owners have to make early on in their journey: deciding that while it might be easier to post things that your audience likes instead of what makes you money, the real moves start when you take charge and do the uncomfortable stuff.
No one else is going to grow your business for you. You have to be willing to stand out and get a little loud to get the attention you deserve.
So are you going to tiptoe around trying to keep your engagement up on Instagram to the point that you’re sacrificing making a profit and scaling up your business? No. You don’t do that anymore, because a real business person is always keeping in mind their bottom line, and you’re a beauty business owner on a mission.
Keep a healthy balance: fluctuate high-sell cycles with lower sell-cycles in your business
I do launch “cycles” in my business, so I can get away with sending 10 sales emails in one week because my audience knows I’ll go back to my regular content in due time. I always provide real business-building value in my emails, even sales emails, which also helps with that balance.
So how do you manage these cycles?
Plan your calendar several months or even a year ahead, and look for events that you can promote around: Christmas, Mother’s Day, Back to School season, Black Friday, etc. You can plan a two-week “launch” around these events with retail promotions, special packages, gift cards, and the like. Schedule sales emails and sales social media posts for those two weeks or whatever time period you choose.
Do it up big during these cycles! Don’t be afraid to promote limited-time offers multiple times during that period. People are looking for special offers and gift ideas...so let the people know what you can offer them!
When I schedule things ahead of time, I feel less nervous than doing it all on the fly when I might change my mind at the last minute. Scheduling sales cycles gives you peace of mind and confidence that you’re making moves in a calculated way that won’t be overwhelming to your audience.
Doing high-sales cycles is also easier on your psyche. You’ll feel less guilty if you know it’s for a shorter time. Your clients and community will be more forgiving and open if they know it’s a limited-time thing. They’ll also pay more attention. As I teach in my course The Facebook Formula for Salons, urgency and scarcity work!
Don’t just share with your audience when you have something to sell
Email is my #1 selling tool. I made $25,000 in sales just from my email list during my most recent launch.
There is a specific reason why I’m consistently able to sell effectively by email: I use my email as a way to foster relationships with my audience.
I am a devoted emailer. I email every single week, rain or shine, with non-salesy things! Like I said earlier, I make the effort to provide valuable, business-building information in all of my emails. My email recipients have stuck around for a long time, so they’re highly receptive to the offers I make.
This strategy shouldn’t just be for your email list, though - be sure to consistently post and be active wherever you show up for your community and clients online, whether that’s TikTok, Instagram or Facebook. It really works - I’m proof of that!
Sell through education - sales are a breeze when you do this!
Listen up: If you’re afraid of selling, this is the best tip for you by far, because it doesn’t feel like selling at all, but it really works.
You’ve seen education work to sell in your salon: talking to clients about retail products while they’re in-store, whether that’s skincare, hair products, etc. The same goes for when you do anything sales-related online!
You can also use education to sell your products and services during all of these:
Online skincare consultations - recommend products, offer discounts or specials during the consultation. Your client trusts your opinion on these things!
Free classes and training on Zoom or Facebook about hairstyles, skincare, nail care etc - teach your viewers the latest trends or tips and tricks, and offer retail products during the class. This is a great way to sell your retail!
Facebook and Instagram Lives: educate your audience on the newest laser skin treatments available, and offer links to book these packages.
Product demos and education about ingredients and uses - this is the perfect way to promote your online retail store and products. Show your audience what’s available and why it’s great!
When your clients know more, they buy more -- because they understand how your product or service will benefit them. Education also positions you as the expert and creates trust. While you’re educating your audience, you’re highlighting all the benefits of the service or product which creates desire. Desire and trust are both huge push points to make sales.
Make your selling personal and it won’t be ignored
I try to show up in all my promo photos and videos. Even when I’m sending an email where I’m selling something and making a big “ask” -- I will start out my email with a personal story or something that creates a connection.
No matter what platform you’re using to communicate and promote your nail or skincare products, gift cards for your salon, or sunless tanning services, your audience wants to see you show up and educate about the product or service you’re offering.
Your audience wants to know that you’re the one sending the message and that you’re representing your advertised product or service - so put lots of you into your communications with your audience! Be authentic and genuine, be charming and funny and interesting, and then you can follow that with your sales material, whether on email, Instagram, or Facebook.
Be bold and willing to make waves when it comes to selling
I know that it’s scary to put yourself in front of an audience and ask them to spend money with you. But until you conquer your fear and start doing it, you’re actively hurting your business.
Just remember: your clients love your business. They love what you do. They love how you are. The more you share, the more you’ll get back.
If you hide away, you’re taking away the chance for someone to get to know and love your business for the first time.
It’s not easy, but it’s important. Learning the skill of selling your services confidently will make a world of difference between “waiting for things to happen” and going out and grabbing it.
You’ve got this!
