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9 Ways to Boost Your Retail Sales

9 Ways to Boost Spa Retail Sales: Original Article Contributed by Universal Companies

Consumers (especially millennials) are spending increasing amounts of time and money on wellness experiences, driving overall growth in the spa industry. Despite this, many aesthetic medical practices are missing an opportunity to translate this into increased retail sales.Practice owners are uniquely poised to drive this growth by virtue of their position as wellness experts, helping clients cut through the white noise to find real solutions to their problems. To help you maximize your revenue potential, we’ve put together 9 fail-proof ways to boost your retail sales.

1. Samples, Samples, Samples

Providing product samples is one of the easiest, most effective actions you can take to increase total retail sales in your spa. One study shows that offering samples not only increases sales in the short term, but that it also impacts sales long after they’ve been given out. The same researchers found that in-store product sampling increases total category sales, not just the products being sampled. This means that offering clients samples of one skin care product can drive sales of other skin care products, even those of a different brand!

2. Educate & Upsell

How will your clients know what to buy if they’re never made aware of the products and brands you’re selling?

Training your team is the only way they will be able to effectively suggest products to customers without coming across as a salesperson. When your employees understand and believe in your products, making recommendations on the specific needs of their clients becomes an organic and unobtrusive process.

3. Make Your Retail Items Available Online

Making your retail products available online adds simplicity to your clients’ lives. Instead of having to commute for their favorite products, they can conveniently restock from the comfort of their living room. Moreover, research has shown that people want to shop at local businesses, so allowing them the opportunity to support their local spa/practice via an online channel is an easy way to scratch that itch without sacrificing convenience.

4. Incentivize Online Reviews

Online reviews are one of the first things customers look at before buying a product, and they want them to be transparent and authentic. Offering clients a discount on services or a free product if they write a review can make a tremendous difference. While it may seem counterintuitive, make sure your clients know you want to know what they think—regardless of if it’s positive or negative. Having some negative reviews lends credibility to your business and responding to negative reviews in a positive way shows customers that you care. It’s a win-win.

5. Develop a Referral Program

Clients are much more trusting of their friends and family when it comes to product and brand referrals. Offering a referral program with incentives allows for advocates of your spa to share their favorite treatments and products with the people they know, who are more likely to make a purchase.

6. Create Personalized Coupons

One of the best things in the world is getting coupons for things you actually want to buy. Creating customized coupons based on the actions / purchases of your customers is a great way to show clients that you care about what they want, while also incentivizing retention.

7. Reward Your Sales Teams

Employees that aren’t motivated are less likely to sell more than they have to. Try putting a commission strategy in place or offering the leading salesperson a cash reward or extra day off. The sales team is the backbone of any business. Making sure that they’re appreciated is very important.

8. Keep Your Retail Area Clean & Attractive

First impressions matter. If your retail area is dusty and disorganized, chances are your customers are going to think you don’t care about what you’re selling and will be turned off from buying from you in the future.

9. Targeted Marketing

Knowing who you’re selling to is extremely important. Take some time every couple of months to research trends in your geographic area and analyze what your customers are actually buying. Using this data will help you effectively suggest products to specific demographics and allow your staff to take a more personalized, professional approach when dealing with clients.


Universal Companies is a preferred vendor partner of the MedResults Network. MRN Members have access to two-tiered premium pricing on all UCo products & equipment.

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5 Tips to Selling Skincare

Your Guide To Selling Skincare!

Late last month we were delighted to announce our newest partnership with PCA Skincare! In light of our recent launch, we thought it appropriate to review some important features of creating a successful retail plan when selling skincare in your aesthetic practice.

When we do our annual survey of over 2,500 aesthetic practices, year after year we find that most of our members have not maximized their earning potential with retail sales.  On average, at least 10% or more, of a medical spa’s revenue should come from retail sales…this is often not the case (and this varies for physician offices).  Regardless of whether you come from a medical spa or you’re a part of an aesthetic physician’s office, we’ve included five tips to sell skincare more effectively and to help you increase your overall retail sales.

  1. Choose the products your patients want & need! Consider your target demographic and identify what types of products they want. Also consider geographic location—if you’re in sunny southern California, sunscreens and skin repair products are in high demand.  Alternatively, if you cater to a younger, health-conscious customer, you may want to consider adding a completely natural or organic skincare line to your offering.  It’s also worthwhile to review product ingredients as not every skincare line will contain the active ingredients that actually provide the benefits that many brands claim to offer.  Due-diligence is key!  Finally, a good skincare strategy requires that you choose only a select group of retail products that match your brand (in terms of your customer and price point) and don’t confuse the customer.  You’ll more than likely scare someone from a sale if they have to look through ten product lines to identify which one they should take home!  Make it an easy decision and stock three brands or less to remove confusion.
  1. Show off your goods! Where do you generally ‘showcase’ the products you sell? If not properly displayed, then it’s time to make some changes.  All of your products should be on display somewhere in the waiting or reception area.  In addition, remember to keep things C&S (clean and simple).  Don’t put loads of stock on a showcase – just what is necessary to show the range of products you offer. Vendor sales representatives can always help you with merchandising if you don’t think you have an ‘eye’ for design!
  1. If you don’t mention it, they won’t ask. Don’t expect your customers to buy the retail products you put on display, JUST because they’re on display.  Be sure to drive patients to ask about your offering.  You can do this through your digital marketing, signage, and sampling.  Your vendor sales reps will also help you to coordinate events around their brands, they’ll provide signage, and will generally help with a number of marketing tactics to help you get creative to create demand for the products you offer.
  1. Present your products using the most effective sales tool in your practice. I’m not talking about how you present the products when you place them on the shelves or the presentation you may give at a special product event.  This type of presentation is how your employees present themselves when they walk into work every day after having used the products you offer.  Your staff members are walking testimonials to the treatments you offer and the products you sell, so make it available to them!  When a prospective customer sees your receptionist’s glowing skin at the front desk and gives a compliment or asks a question about a product, she’ll be there to save the day and get the sale!  This probably isn’t the type of “presentation” you had in mind, although both types are necessary!
  1. Sell only the products you use. ALWAYS consider what types of back bar products you use when you offer retail solutions. This is extremely self-explanatory and MANDATORY although so many manufacturers don’t offer it and aesthetic providers don’t do it.  If you offer a PCA peel in conjunction with LED light therapy, PCA Skincare and handheld lights, like LightStim, should be in the front office available to customers.  The best way to sell products is to treat your customer/patient with a product(s) and provide them the opportunity to get better results by using it at home. Take this one step further and consider giving a free post-treatment skincare kit to customers to ensure they’ll get the results they desire AND will come back to you for more!

Jamie Parrott, MBA, Vice President & COO, MedResults Network

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Work Like a Dog Day

5 Tips to Reduce the Work of an Aesthetic Provider!

In honor of national “Work Like a Dog Day” (yes, that’s a thing) we decided it would be helpful to outline five simple ways to make your day easier so that you DON’T HAVE TO work like a dog (although we love to honor our hardest workers)!  Everyone knows that in an aesthetic practice, whether you’re a very large or small practice, most employees wear many hats.  As multi-tasking is common procedure for the typical aesthetic business, below are five simple ways to alleviate yourself or your staff today, tomorrow, and hopefully every day in the future.

  • Prioritize your tasks. Define what’s most important for you to accomplish and DO IT FIRST.  So often we spend the first part of our day, which should be the most productive, on remedial tasks that are easy to complete, but don’t add value to the business.  These tasks may make us feel like we’ve accomplished something worthwhile when in reality, the most critical tasks are left undone.
  • Don’t take short cuts…short cuts are never shorter. Temptation in the typical aesthetic practice may include skipping documentation & proper charting, selling a cosmetic Rx without a prescription, or sending patient information through a mobile phone or unsecured system.  All of these choices may save a little time, but could eventually affect the health of a patient, your HIPAA compliance, or your overall compliance with a state board and/or state and federal regulations…all of which, will take up more time to resolve in the future.
  • Delegate the tasks that others can do just as well (if not better). I’ve been to a number of aesthetic practices where I’ve met a physician with an outstanding team only to find out that the physician prefers to manage most aspects of the practice alone.  Managing ‘marketing, purchasing, and scheduling’ is not a one-person job—nor should the key providers in a practice be doing ALL of this independently.  Save yourself the time and delegate.  You’ll free up your time for high-revenue treatments which makes you not only more efficient, but more profitable!
  • Lean on groups (of similar practices) for help & advice. This doesn’t mean I expect you to become best friends with your competitor down the street.  Find a buying group, an educational network, or association to keep you up to date with current treatments, best practices and cost-savings.  Buying groups and GPOs (like MedResults Network) take the headache out of purchasing by negotiating for benefits on products and services so you don’t have to.  Organizations like ASPS, ASAPS, ADAM, etc. offer networking and educational opportunities that you can use in your practice to improve process efficiencies.
  • USE YOUR NETWORKS. Did you read number 4?  The most common mistake I see aesthetic practices make daily, is when they sign up for a buying group or trade organization and they NEVER use the benefits available to them!  Think how much time you could save by using forums to find answers to your questions, by relying on a buying group to help you secure your cost-savings from a wide range of vendors and by attending educational conferences to improve your performance.

This all sounds like added work, but by incorporating each of these steps into your daily/monthly routine (and mindset), you’ll save time and money AND you’ll be operating ethically, legally, and more profitably.

Jamie Parrott, MBA, Vice President & COO, MedResults Network

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