Helen Coquin, licensed esthetician and owner of The Skin Bar by Chic MD, shares tips to help you stop losing sales to online carts, and start building stronger, more loyal client relationships at the same time.
If you’ve ever spent an hour pouring your expertise into a client’s skin, recommended the perfect regimen, and then watched that sale vanish into the black hole of Amazon later that night, you are not alone. Every esthetician and spa owner has felt the sting of giving away free consulting only to lose the revenue that was supposed to follow.
The truth is, your clients usually don’t mean to hurt your business. They’re busy, they think they’re being resourceful, and sometimes they just don’t realize how much it matters where they buy. Your job is to guide them with clarity, confidence, and a little humor so that the products you recommend actually come from you.
Here’s how to stop losing sales to online carts and start building stronger, more loyal client relationships at the same time.
1. Speak Up During the Treatment
Waiting until checkout to casually mention a serum sets you up for the dreaded “I’ll think about it.” Instead, weave product education into the facial itself. For example, while applying a vitamin C, say, “This is what’s brightening your skin today. Using it daily at home keeps these results going.” That way, when you bring it up again later, it feels like a continuation of the experience, not a sales pitch.
2. Handle the “Can You Write It Down for Me?” Moment
We’ve all heard it. A client asks you to jot the product name on a card “to get next time.” Translation: they’re Googling it before their car leaves the parking lot. A kind but firm response works best:
- “Of course I can write it down, but just know I can only guarantee results when you buy directly from me. I want to make sure what you’re using is authentic, stored properly, and the right formula for your skin.”
It shifts the conversation from “sales” to “results.” Clients will respect that you’re protecting their skin, not just your cash register.
3. Make It About Partnership, Not Pressure
Think of product sales as part of the service, not an add-on. Tell clients, “I’m your partner in this. When you buy through me, I know exactly what you’re using and can track your results. That’s how we make progress together.”
Clients crave guidance. When you position yourself as their long-term skin coach, the product purchase becomes the natural next step, not a favor to you.
4. Create Visual Reminders
People buy with their eyes. A half-empty shelf with one lonely cleanser doesn’t inspire confidence. Keep your retail area tidy, stocked, and attractive. Use signage that educates instead of sells, like “This is the moisturizer I apply during our brightening facial” or “Client favorite for post-peel recovery.” The more your shelves mirror the treatments, the easier the leap to purchase.
5. Train Your Team to Talk Results, Not Discounts
If you have a team, make sure everyone speaks the same language. The key phrase to drill into them: “These are the products that continue your treatment at home.” Clients don’t need a discount; they need to understand that skipping your recommendation means throwing away the money they just spent on a facial.
The Bottom Line
You’re not just selling bottles and jars. You’re selling trust, expertise, and results that online retailers can’t match. When you shift the focus from “making a sale” to “supporting their skin journey,” clients are far more likely to see the value in buying directly from you.
And here’s the real win: once clients experience the difference of partnering with you, they’ll never want to go back to the wild west of online carts again.