Every time you chat with a client during a service is a great chance to discover their needs, find solutions, and help them move through this path. You can share helpful information about other services you offer without trying to sell anything.

What exactly is a decision funnel?
A client decision funnel is like a path that helps guide a person from being curious about your services to booking an appointment. Imagine a funnel where at the wide top, people are just learning about what you do. As they move down to the narrower part, they get closer to deciding to try your service (or product).
Social media posts, email marketing, and other activities are like gentle nudges that keep people interested as they go down the funnel. Each one gives clients more reasons to consider your services, making it easier for them to decide to book with you when they’re ready.
Research shows that a person needs to be exposed to a concept, (such as a service or product), around 7 to 10 times before they consider trying it. Each marketing effort increases the number of exposures, bringing potential clients closer to making a decision.

So why do conversations with clients matter?
The number of exposures needed often decreases with in-person interactions and ‘word of mouth’ marketing. This means that one of the most valuable tools you personally have is in-person conversations. This is because they build trust, connection, and personalized experiences that no other form of communication can match.

1. Start with Active Listening
The first step in the decision funnel is asking questions and doing active listening. Clients arrive curious and seeking solutions. By truly listening to their concerns, you build trust.
Approach every service as an opportunity to provide a complimentary consultation for other treatments (or products) you offer, without focusing on selling. Instead, get to know their pain points, and share valuable insights about skin, nail trends, lashes, laser, or whatever specialty you’re discussing.
Yes, you want to help them relax during their visit, but taking the time to understand their concerns and goals is also part of making them feel heard and truly at ease. Ask open-ended questions to understand their skin or beauty goals and challenges. Avoid jumping straight to product or treatment recommendations.

2. Educate Without Overwhelming
Once you’ve understood their concerns, educate the client. Explain possible treatments and how they address specific issues. Keep explanations simple and focused. Clients may feel overwhelmed with too much information. Provide clear benefits, linking the treatment to their needs.

3. Engage in Soft Selling
During the conversation, use soft selling to guide the client through the decision funnel. Instead of pushing for a commitment, gently suggest options. For example, say, “Many clients love this treatment because it’s noninvasive and effective for your skin type.” Let the client feel in control while showcasing your expertise.

4. Offer Clear Solutions with Flexibility
Clients often hesitate because they aren’t sure what solution is best. Offer them flexibility. Only present up to two treatment options in a conversation, explaining the benefits of each. This helps the client feel empowered and avoids pressuring them into a decision

5. Build Trust with Testimonials or Success Stories
Sharing stories of past clients with similar concerns builds trust. Mention how certain treatments have helped others achieve results. Testimonials can reassure potential clients, showing that they’re making the right choice. Trust is critical in moving them through the decision funnel.

6. Address Objections Gently
Clients may have concerns about treatments, time, or costs. Don’t ignore objections—address them with understanding. For example, say, “I understand your concern about cost, and we have flexible payment options that can help” or “We are open late on Thursdays to allow you to come in after work.” Acknowledging objections demonstrates empathy, letting clients feel your genuine care.

7. Follow Up After Consultations
If the client showed strong interest in the treatment, send a friendly message thanking them for their time and asking if they have further questions. This is best done within a few days after your conversation. A personal touch after an in-person interaction can keep you top-of-mind as they finalize their decision.

8. Offer Incentives for Booking Soon
Your client may now have expressed that they do indeed want the service you helped them discover. To encourage clients to book sooner rather than later, offer a time-sensitive incentive. Most spas and salons run frequent savings campaigns or offer incentives for services or brands. Stay up to date with what is happening in your business to be able to offer your clients more value.
This adds urgency without making the client feel pressured.

9. Make the Next Step Clear
Finally, ensure the client knows exactly what the next step is. Whether it’s scheduling a treatment or confirming an appointment, guide them smoothly through the process. A confused client is less likely to follow through. Be clear, concise, and confident when suggesting the next step.