In the world of skin care, estheticians are guides who help clients with effective, results-driven treatments. Selling products alongside treatments is crucial for them to continue what we have started in the treatment room. The art of retail sales can also lead to significant growth in your spa’s bottom line.

This skill, however, does not always come naturally to caregivers. In fact, industry averages of service to retail ratios are very low. If you don’t recommend retail based on fear of rejection or feeling pushy, keep this quote in mind: “If you are not taking care of your customer, your competitor will.” –Bob Hooey, sales success coach.

Estheticians need to find the balance between feeling confident in asking for the sale, while caring for their clients' skin care needs. Whether you're striving to harness the power of social media, excel in face-to-face interactions, master post-treatment follow-ups or seeking guidance as a shy, introverted esthetician, there are ways to sell more!

Ready to step out of fear? Here are actionable strategies tailored for estheticians ready to exude confidence and elevate their retail game.

Show Off on Social Media

You can—and should—leverage social media to show off your retail offerings. Consider the following types of posts.

Educational content: Share information about the benefits of specific products, ingredients, skin care routines and spa treatments. If your services involve unique components like jelly masks that create intrigue, make a Boomerang or video of it. If you offer devices, such as LED therapy or microcurrent, post a show-and-tell, either as a video or Instagram Live.

Demonstration videos: Videos are the best way to gain social media traction and engagement, as they are favored by the algorithm. Create short videos demonstrating how to use products or showcasing before-and-after pictures.

Even if you are shy, you can still do “faceless” videos until you feel more confident. Remember, when clients see your facial expressions and personality, it allows them to get to know you. This is what I call the KLT factor (Know Like and Trust factor).

Client testimonials: Share client reviews or before-and-after photos (with permission) to highlight your success stories with retail products and specific treatments.

Limited-time offers: Post announcements about exclusive retail deals or product promotions. This creates a sense of urgency, especially around specific holidays.

Engaging Q&A: Encourage your followers to ask questions or share their skin care concerns, then suggest suitable retail products as solutions. If you don’t have a lot of public interaction, think of a frequently asked question that you get from clients and share that.

Content collaborations: Partner with local influencers or collaborate with complementary businesses that cater to a similar clientele. This will widen your reach and credibility.

Related: 5 Tips to Sell CBD Retail Products

In-Person Sales

When selling retail in the spa, you want to start with a confident approach. Greet clients warmly and ask about their skin care concerns or goals to initiate conversations.

Have prominent, clean and dust free displays showcasing products with attractive packaging. Be sure to include accompanying information and pricing, as there is nothing more intimidating for clients than to have to ask for the price!

During treatments or consultations, discuss the benefits of specific products tailored to the guest’s needs. Offer your recommendations by physically presenting them to the individual. Always suggest at least two complementary products based on their goals.

Samples are great, but estheticians often stop there. Samples are gold waiting to be mined! Be sure to follow up within three days after the guest’s appointment and ask how they loved what you gave them. This initial follow up is also a great reminder to use their home care, and it solidifies your level of care and professionalism.

You want to be direct yet friendly when you recommend products, confidently stating the benefits and how they align with your client's needs. Ask for the sale! Say something like, “Mrs. Jones, these are the two products I suggest you start with, based on the consultation we did today. I know you will love the results. Please feel free to message me if you have any questions and I will follow up in a few days.”

In all scenarios, the key is to focus on the client's needs, educate them about the products and offer personalized recommendations. Confidence comes with practice, so consistent effort in engaging with clients about retail products will naturally improve sales skills over time.

Selling Tips for Shy Estys

• Prepare in advance: Familiarize yourself with product knowledge to build confidence in discussing the benefits.
• Open-ended questions: Begin conversations by asking clients about their current skin care routine or concerns.
• Active listening: Pay attention to their responses so you can tailor product recommendations to their needs.
• Role-play sales: Practice sales conversations with colleagues or friends to build your confidence.
• Start small: Begin with more simple product advice and gradually expand to more extensive offerings as comfort levels grow.

Tazeem Jamal, LE, PMDT, (www.tazeemjamal.com) is an award-winning business coach, spa owner and master esthetician. She helps spas scale and grow their businesses using her signature framework, The Purple Carpet Experience. Jamal has been featured on TV, radio, podcasts and in multiple industry publications.