How to Increase Average Ticket Sales

How to Increase Average Ticket Sales

October 01, 2020  /  By Jason Everett

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Now, more than ever, it is super important that every staff member grows their average ticket to help their salon bounce back.

Today, I'm going to show you two ways to make sure that your salon grows its average ticket and can make some more revenue!

The Problem

There's a lot of people that feel like they're a broken record. You tell your staff:

"I need you to sell more retail. I need you to upsell and cross-sell and get into other departments inside the salon."

You come off as being desperate, needy, or a micromanager. All of those things can set you up for disappointment, especially when your staff just eye-rolls you, walks away, and doesn't want to listen.

So, how do you make sure that your staff is actively trying to boost their average ticket? Well, you've got to keep things extremely simple.

I'm going to give you a quick tip on how you can create a very simple system. In fact, it's only four words that you need to teach them. Teach them these four words, and it will forever change how they recommend retail or get upgrades across different service platforms.

The Solution

Okay, so here are the words. They are:

"If this, then that."

Very simple! Now, let me tell you why that is a really important phrase for people to know. Start by thinking about any of your retail products. You might have a retail product that handles frizz control. What you want to do is use the phrase:

"If you have frizzy hair, then I recommend this product."

If you have this, then I recommend that, so if this, then that.

The same can be done for upgrades! For example, your guest has had a really stressful week; maybe it's time to offer a five-minute scalp massage upgrade as part of their hair treatment today, or getting them over to the nail or massage department if you have those services in your salon. Here you use this phrase:

"If you had a very stressful week, then I recommend a five-minute scalp massage."

Now, you might be thinking,

"Okay, Jason, it's pretty easy. I get that concept, but how do I actually ingrain that into my staff's mind?"

Well, good news for you, I put together a worksheet for you to use! You could go through the worksheet with your staff in about 10 or 15 minutes.

All you do is write down as many products you can think of inside your salon on one side, and then on the other side, you write down as many reasons why people would purchase any of those products. Then, you connect the dots. You say:

"Oh yeah, IF somebody's feeling stressed out, then THIS would be a good function/service/product for them. Or, IF somebody feels THIS way about their hair, THEN they need to try out THIS product."

Again, with this worksheet, one side is product or service-based, and the other side is why a customer would purchase this product.

This is not something you fill out and give your staff. It's something that you print out, give to your team, and then practice in a group exercise. At the end of the exercise, let your staff talk with each other and actually communicate with each other to make sure that each one of them understands all of the ways and all of the reasons somebody would upgrade or why they would need to buy a product!

If you enjoyed this article, would you do me a huge favor and share it with a salon owner friend? Because right now, more than ever before, there are plenty of salons that are struggling that need to raise their average ticket inside their salon, and this might just be the article and video that helps them to do so.

Don't forget, grab the worksheet! Use it in your next team meeting!

Until then, have a great week!

About Our Guest Contributor

Jason Everett, High Performance Salon

Jason’s infectious high energy and drive to make everyone he meets the best possible version of themselves, has landed him on center stage in the Salon Edu-tainment scene. Jason is one of the founders of the High Performance Salon Academy which specializes in taking salons that are already successful and cranking up their success to an 11! Their non-traditional and unconventional approach to learning uses the latest in technology and social media strategies to quickly train and equip the most attention-strained owners, leaders and service providers on how to rapidly implement what they learn.


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