Unlock An Extra $10k In Revenue In 5 Minutes

Hello, my friend. Welcome back to The Modern Hair Stylist podcast. I wanna ask you a question. If you could add an extra 10K to your revenue next year, what would that do for you?

An extra 10K within one year, what could you afford with an extra 10K? And what if I told you that all you had to do was spend an extra five minutes with each of your clients to make that happen? Well, today, my friend, I'm gonna be speaking with you about what exactly that is, and that is selling retail and add-ons. Now, listen, whenever I talk about selling retail and add-ons, it's al- I always get the lowest amount of downloads, the least amount of consumption rates, and it's obvious that y'all out there are not taking advantage of this very crucial, essential opportunity for you to increase your income, and even more so, increase your retention, increase your overall customer satisfaction and impact in people's lives, and increase your organic referrals.

That is truly the power of maximizing your average ticket, and you should be taking this shit fucking seriously. And I'm gonna make my case for you as to why you should today, and then share with you some tips for how you can actually make it happen. So, if you are ready to fucking get into it, if you're ready to take your business seriously and understand, like, how important this stuff is, because if you look at any other Fortune 500 company CEO, I know I'm a broken record, I say that in almost every fucking episode many, many, many times, but that's where I take my notes from. If you look at any other motherfucking company, all right?

If you look at what investors and board members look for in companies when they are investing in those companies or purchasing those companies, they want to see how those average tickets can be raised, how average customer lifetime value can be raised, and you should be thinking the exact same way. Particularly because of the unique nature of our industry and how we are limited in making money and trading time for money. So, if you wanna take yourself seriously, if you're ready to step up and look at your business the same way as any other motherfucking industry and any other business owner, then we're gonna do that today. So, get ready to get into it.

Let's go. So, as a service provider, as a beauty professional, your income is directly tied to your time and your physical efforts, right? You have to book appointments, spend time, and put in physical labor to be able to get paid at all, right, because we are an appointment-based business. And so, because of that, you are consistently in this, you know, cycle of trading time for money, which I don't think is necessarily a bad thing.

But what I do think is that it does limit us in our income potential, and we need to be thinking about how we can maximize those opportunities as much as possible. And in order to maximize your earning potential in a specific industry or specific job where you literally have to physically be present, and you only have so much time and physical labor to give, it's crucial to op- optimize each opportunity and each one of those appointments and the time that you're spending by increasing your average transactional value, AKA, your average ticket, right? So, what you really wanna be focusing on overall, if you want to make sure that you are making the most out of your time, and you're actually increasing your income without spending more time, right, without booking more clients, without getting faster, without increasing your prices, increasing your average ticket with each individual appointment is massively important. And an average ticket means the average amount of money that someone spends when they buy something from you, right?

So, it's like adding up all of the money from a bunch of sales or appointments that you did in that day and then dividing it by how many sales you made, which will then give you an idea of how much people usually spend each time. So, I'm gonna give you a little bit of a math example. I'm gonna try to go slow so that way you can visualize this in your brain. So, let's say that you do three appointments in one day.

Appointment A's service total is $100, appointment B's service total is $150, and then appointment C's service total is $200. All right, so we have 100, 150, and 200. When we add up all those service titles and divide it by three, because that's the amount of appointments that we had, that's your average ticket, and that's going to be $150. So, your average ticket within that day was $150, right?

Now, let's say that you had s- the same three appointments in the day, and they, uh, there's, your service total for each of those appointments were the same amount of money. However, you sold one of those appointments, a $25 shampoo, and then you did a $25 add-on on another one of those appointments, right? So then, in that case, your average ticket would actually go up to $167, okay? So, you have one, one day where you didn't sell any add-ons or shampoos or products, right, and your average ticket was $150.

And then you have one day where you sold one, literally one bottle of shampoo for $25 and then one add-on, right? So, the difference literally looks like this. Let's say that you were gonna work four days a week, and you take three appointments every day, every one of those working days, right? If you were to raise your average ticket from $150 to $167 per client, then that is the difference between $86,000 versus $96,000, okay?

That's a 10K difference. What could 10K afford you? Like, think about how much money $10,000 could be. Could that help you with a down payment for a house, or a new car, or paying down your debt, or going on a vacation or multiple vacations, right, or being able to reinvest back into the business?

Like, that is really, really valuable money.Or, maybe putting it into this perspective, let's say that you just, eh, s- uh, sell an extra $50 in a day. Let's say that you were gonna work four days a week, and you take three appointments every day, every one of those working days, right? If you just sold one $25 bottle of shampoo to one client, and then you sold one $25 add-on to one client each day, then you'd make an extra $50 a day, which is an extra $200 in a week, which is an extra $800 in a month, which is an extra $9,600 in a year.

And all you did was sell one $25 product and one add-on, right? So, the power of you being able to raise your income and make extra money whenever you want to is absolutely massive, and it's an opportunity that we do not lean into enough. Like, virtually, as a hairstylist, as long as you have a client in your chair, your income potential is not limited just to your base price. And we could talk about raising your prices and making sure that your base prices are profitable, et cetera, et cetera, in another episode.

Of course, that's important. But we need to understand that when, when you need to maybe... Maybe, let's say that you wanted to splurge on a concert ticket, right? Right now, I'm looking at Sabrina Carpenter tickets.

They are motherfucking expensive, bitch. I, I said, this little girl, I saw this little girl when she was nothing, and she was the first opener at the Q102 Philly concert, and she sounded terrible. But now, she has absolutely exploded, and she's freaking charging, like, $600 face value for the shittiest tickets in the Wells Fargo Center in Philly. I'm, like, blown away.

Anyways, ADHD. So, I want to make an extra $600, right? Then I can go ahead, and I can figure out, okay, what are each of my clients coming in, and what are the products and add-ons that I'm gonna recommend to them so that I can make this extra $600 within a short timeframe? And that is really, really powerful, that I can just decide that I can make an extra shit-ton amount of money just by selling things that I have to offer, right, on top of my base services that I'm already going to be doing and they're already committed to.

But all too oftens, we are too scared to sell retail. We're not passionate about it because we don't recognize the potential. And it's really, really a shame, because if you really wanna take your business seriously, if you wanna build a business that is valuable enough to sell, which I'm not saying that you maybe would want to sell your business one day, right? But a business that is sellable is one that you want to be in and you wanna keep forever, right?

But if you were to build a actually healthy business from a, like, large perspective, a, a, a, a bird's eye view, investor's perspective, this is the type of shit that you wanna be leaning into, right? So, that's really, really powerful. So, imagine what an extra 10K could d- for- could do for you, and I literally only just sold an extra bottle of shampoo and an add-on in a day, and that is what made that happen. So, imagine if you sold even more than that, or if you compounded that over, over a large course of time.

Like, that would be insane. And not to mention, selling products has a large return on investment for your time, because the time that's spent stocking and selling a $25 product, you maybe take five minutes total to actually sell the product, talking about the product, showing the client the product when they're actually in the chair, and then maybe 30 seconds to reorder that individual product whe- from when you're doing your inventory and wholesale. So basically, you spend about five-and-a-half minutes ordering that product and selling it, right? Like, that's how much time you actually had to invest.

So, if we put that in perspective, you are literally trading, normally, maybe, like, an hour of your time for, let's say, $65 to $100 sometimes, right? But for five-and-a-half minutes of your time, you're making $272 an hour. That is freaking powerful, right? So, it has a much larger return on your time, as far as the time that you invest, and your time is a very limited and valuable resource.

So, you should be using it optimally and taking advantage of this power and opportunity that you have as the expert, as the professional, the trusted person that this, that this client needs and wants to be recommended things, right? And we don't take advantage of it enough. So, we gotta start leaning into that shit. Not to mention, selling retail and add-ons have direct benefits other than more money in the short term.

So, you have higher retention, and the reason why is because, number one, somebody's gonna be absolutely blown away with the fact that you took the time to make sure that that person was educated and equipped with the tools and resources that they need to make it so their problems are solved, right? Not to mention, they're also going to look in the mirror every single day, and they're gonna be equipped with the knowledge that they need for their hair to look absolutely beautiful and feel very good about themselves. And they're going to blame that on you in a positive way. And, when we're in this world in which everybody is so inundated with m- with all this other marketing and TikTok influencing and YouTube influencing in between our appointments, when you have a bottle of your shampoo in that person's shower, and that person is going through their hair routine every single day using the products that you gave them, and you taught them how to use, they're going to be thinking about you, and you are gonna stay top of mind, passively.

You don't have to send an email. You don't have to do text follow-ups. You literally, they are doing it themselves, and you are staying top of mind. And they are blaming you in a beautiful, positive way for them feeling and looking amazing, which is going to make it more likely for them to return to you and continuously spend money with you, not just on your services, but also on these retail products as well.

Right? So, you're setting yourself up for more high- uh, for higher retention. Then, you're gonna get optimal service process and results. As we know, if our clients are using higher-quality products, normally with color processes and things like that, it's a lot easier for us to do our jobs, because hair is actually lifting evenly.

We don't have buildup that we're up against. The styling is a lot easier because we don't have a bunch of shit weighing it down, right? And then the results are even cleaner, so then we're delivering a better result that we can be proud of and that our clients are happy with. We don't have to go through a million different processes to get to where we wanna go.

It doesn't lift unevenly and create messes. If our clients are using the products that we know are gonna work and are gonna set us up and them up for success, then you're going to get better service process and results. And you're gonna get more organic referrals because you're giving your client every single thing that they need, not just when they leave the chair, but also every single day in between that, for them to walk around with their hair looking absolutely fabulous, which then breeds organic referrals, right? When your client is walking around in the, in the Earth, in the atmosphere, in their environment, around their friends, around their family, around whateverAnd their hair is looking cute, the amount of people who will go up to that person and let them know that their hair looks amazing and ask them where they get their hair done is crazy.

But all too often, we don't set our clients up for the- that type of success, right? If you are so sick of dealing with new client acquisition and figuring out what your marketing efforts are gonna be, having to post on social media, a website, et cetera, et cetera, you feel like it's such an uphill battle, maybe you should just make sure that your product is actually good, right? And your product that you're delivering is not just the hair and the color and the cut that the person is leaving with, it is also what they look like every single day after that. It's the customer satisfaction of every single day, right?

That is what will breed you organic referrals and get you more clients into your chair. And not to mention increased client satisfaction. We are in this industry for a reason. We love getting to take care of people.

We love the fact that we get to change people's lives in minor, but also really large ways. The power that we wield as beauty professionals to then equip this person with something that they love and they feel good about themselves within is just so absolutely magical. And I am a firm believer that you are not doing your due diligence as a beauty professional, and you're not showing up and maximizing the impact that you can actually make in these people's lives if you are not going above and beyond to then recommend them the tools and the resources and giving them every service that they need to feel absolutely beautiful about themselves as the trusted professional. People are willing to spend money on this, but you need to make sure that you are showing them the value and that you sound like you know what the hell you're talking about, and that you are standing out from the other influencers and TikTokers that are in your client's ear every single day.

Not to mention that you're actually carrying something that you believe in and you're passionate about and that you know is going to be effective and make a difference, right? I'm a firm believer that a part of your job description is to provide your client with the tools, resources, and services that they need to solve their pain points and achieve the results that they want. And if you're not doing this, if you're not incorporating add-ons and retail sales into your day-to-day behind-the-chair routine, then you are not doing your job, period. I said what I said.

And so the question becomes, how do we actually accomplish this? How do we make sure that we are showing up on a consistent basis, delivering on our duty to give our clients all these recommendations and the things that they need to be successful, et cetera, et cetera? Well, first off, you wanna make sure that you're using a product line that you actually love, that actually works, right? And not just works and that you love, but also works in the type of services that you're delivering, in your style of delivering services.

A lot of people may really like a big, like build-up of hairspray and really intense styling and a lot of volume and crazy hold and all that stuff, and then some people may be super organic in the way that they go about styling, right? Make sure that the product line that you're using is going to match whatever your normal style is, and maybe even just have a product line that is super versatile for you to be able to deliver on whatever typ- type of style and results that you're giving, right? And you wanna make sure that you actually believe in this product line, that you are passionate about it, that their core values align with yours, that you have some buy-in with this company. Maybe these products are ones that you also use at home, that makes your job selling it and using them a lot easier.

Trust and believe, and you're able to speak from a truthful, core place about it instead of just some bullshit salesy way. Like that is when we need to be afraid of being s- too salesy, is when we are just bullshitting because we don't actually have honest truth behind what we're saying. We can create honest truth behind what we're saying when we're selling when we are actually in belief that we love this product, we know it's gonna make an impact in their lives, and we believe in the mission that they're, tha- that this brand delivers on and it has in their, in their plan, right And I want you to make sure that you're extremely knowledgeable within this product line. I cannot tell you how many times I have taken and taught the same product knowledge class for the same product line that I love and use over and over and over and over, and I learned a new thing or was reminded of something every single time.

If you are independent and that's not something that you normally get offered, looked in- look into their virtual options or see and ask your sales rep if you can attend a larger salon class that is delivering on a PK class. Take a PK class over and over and over again at least once a year, and you will be blown away with how much more confident and inspired you feel about the products that you're using and how you explain them to your clients as well. And then, of course, remember the highest value points of your product line as a whole and each individual product. Share with the client and remember why the client would actually find the justification of spending X amount of money on this product.

Does it last a very long time, right? Um, one of the, uh, biggest selling points that worked really well for me with my product line was that we don't have any added water or extra water as a base within our products, so therefore, it is, it's a super concentrated product. A little bit goes a long way, so therefore, you have a lot of longevity out of your investment as well, right? And so remember and figure out what those high value points are so that the client feels like it's actually worth investing in, right?

Um, and you'll get that from going to product knowledge classes. Trust and believe. The next thing you wanna do is, is make sure that you have a plethora of extra services that are both helpful and make money. So whether that be luxurious services, such as an extra add-on, uh, add-on as far as a, like a extra-long scalp massage, or, um, a hot towel, whatever else or experience, um, a peppermint scalp treatment, which is not just luxurious, but that can also be actually tangible and helpful to the client for dry, itchy scalp, et cetera, et cetera Think about what are the extra things that you can add into your service offering that is very, uh, quick and easy for you to squeeze in, but also very impactful that can make you a little bit of extra money that you can always offer as well, right?

And then incorporating consistent sales routi- routine while your client is in the chair. So methodically approach how you are going about your appointments every single day. It's so easy to just show up and get caught in the same routine and just get somebody in and get somebody out. But when you approach your business like a business and you follow a standard operating procedure for how you approach a client and a service from A to B all the way from the beginning to the end, and you have something in place, and the way that you show up.....

that is going to weave in the sales process from the very beginning to the end. It will make you more money automatically, and it will make you so much more comfortable with selling retail, and it'll make it so your client actually feels like you're doing your due diligence of showing up big and bad for them and giving them exactly what they need as the trusted professional as well too. So weave your sales routine into your entire behind-the-chair experience, not just at the very end, but from the beginning, in the middle, and the end, and even the very end, okay? Throughout the entire thing.

And you can do it in really smooth and beautiful ways. And then find easy ways to sell products even when your client isn't in the chair. So there are plenty of options out there nowadays with most product lines to have sort of, some sort of affiliate link, or you have some sort of, like, system that has, that has partnerships with all these brands in which a client can go online and, and shop with you whenever they want to. You get a 25% kickback or something like that, and you do not have to spend any time fulfilling it, and your client doesn't have re- have to reach out to you, set up a pickup time, et cetera, et cetera.

For me, the extra time spent to set up your own online retail store and deal with those pickups and shipments in between, it just absolutely is not worth the return on your investment. But if you can have an online retail option that takes care of the work for you, I find that to be very, very valuable, a very beautiful and convenient way that you can serve your clients, not just now, but even in the future. I have, I've shared with you guys that I've moved far away from where I built my original clientele, and I cannot tell you how many passive retail sales I still make to this day through my online store and I don't even talk to some of those clients anymore. And then the many clients that still come and drive an hour to two hours to come see me still, which is freaking wild, they can get products whenever they want to from me and support my business without having to drive an hour to two hours to come and do that, right?

So h- And I don't have to do shit. I literally sit back, they go on my link, and they take care of it themselves, right? It's on my client-only salon app that I teach my students how to create, and they go on and they take care of it themselves, and I don't have to do anything and I just make money from that, right? So try to create or lean into your brand or your product or whatever options, affiliate links, whatever, that you can have out there for your clients to be using at any period of time to make it super convenient and easy for you to make money on those things, okay?

So that's my little rant about retail and add-on sales today . I hope that it was helpful for you. I, um, I hope that this episode actually gets some traction and actually people download it, because I mean, I could talk about this shit all day. Sales is a massive, beautiful, untapped opportunity, and you are so much more likely to sell to an existing client, um, uh, more things than you are to a new client.

And so instead of focusing so much on... Or I s- I guess what I should say is, is instead of only focusing on getting new clients into your chair, let's, to make more money, let's also focus on taking the current clients that we have to also make more money, and then compound that together to make a massively successful business, all right So much love to you, my friend. Go sell some motherfucking retail. I'm gonna challenge you right now.

Plan ahead, look at your calendar for this upcoming week, see just one client that you have, and plan what retail sales, I'm sorry, retail products and add-ons that you're going to share with them and exactly how you're going to go about it and set a goal for yourself and make that freaking happen. Talk to them about it at the very beginning of the appointment, in the middle, and the end, and see what happens. And if you get a no, do not stop. Try again and again and again until you feel comfortable and good about it.

Even when you feel scary when you're shaking and talking about it, just fucking do it anyway, because the more reps that you put in, the better you're gonna get and the more yeses you're gonna get. But you may get nos, and that's normal and that's okay. Some people take seven times for m- for, to be sold to to psychologically be ready and prepared to actually purchase from you. So don't let a no stop you, all right?

So much love to you. Hope that you enjoyed this episode of The Modern Hairstylist podcast. Go make some fucking money. Peace out .

End of transcript. © 2024 Hunter Donia LLC.