Retail-a-phobia? When it comes to retail, I hear all kinds of reasons why estheticians don’t like to sell products: “I don’t like to push product, “or “I’m not sales person, “or the best one: “I don’t want them to use the product at home because then they aren’t going to come back and see me!”
During this busy season, let’s put all of these ”reasons” to bed. Remember, each person who walks in your door is an opportunity for a retail sale. Follow these ten tips to help entice each and every client to purchase product and watch your business grow!
1. Ask clients right questions.
Don’t ask: “What products are you using at home?”
Do ask: “What are your skin concerns?
Asking the first question is a waste of time. Your client will take twenty minutes telling you all the details of the competitive brand she is using, and then have to run out the door. Instead, use that time to your advantage. Ask your clients about their skin concerns and then direct them quickly to the right product choices your offer for them. For example, they may say, “Fine lines and wrinkles are my concern.” Your response should be, “For this, I recommend the following…” Remember, the focus is about their needs.
2. Don’t sell to clients – educate them.
Don’t JUST make a recommendation. Instead, educate the client why they should use the product. Use your knowledge as a skin care professional and explain to them why their skin needs a particular product. In this way, your client understands the value of seeing a skin care professional, an expert in skin care that can partner with them on creating great skin for life.
3. Show and tell.
I always say this, and it’s always true: Actually demonstrate the product on a client! For example, if a client receiving a facial treatment, why not offer them a hand and arm massage with your body oil? “Have you tried our body oil? It has natural oils, like Carrot, Jojoba, and Sweet Almond Oil, and a delicious infusion of Vanilla and Rooibos.” The client needs a little taste of products and needs to experience them to be enticed.
4. Have a good professional image.
It’s unfortunate, but the reality is people do judge a book by its cover. I’ve seen with my own eyes how “looking the part” dramatically affects client interactions and retail sales. Dressing well, with your hair and makeup done, creates an image that your client can both admire and trust for advice. Read my tips on how to have a professional image in a salon or spa setting. You can literally go from selling no product one day to selling $2000 worth of product the next just by looking the part.
5. Be a true believer in the line you sell.
A client can recognize when you are fake or genuine, so try the products you sell in order to point out all their benefits and always choose a line you believe in. And, never discount your products either. This doesn’t show that you believe in the line and diminishes the value of what you’re offering.
6. Offer exclusive spa products.
Exclusivity is key to retailing in a spa or salon. Offer professional skin care brands that are created for professional recommendation and are not sold in mass market.
7. Keep your retail shelf well-stocked, organized and clean!
NEVER have dusty products or shelves! Create the ambience of abundance with products that are well-stocked, at least three deep. Keep products relevant to the season, (i.e. holiday gift baskets), have good lighting to compliment your display and let the shelves do the selling with you. Keep shelf talkers and press clips alongside all the products.
8. Offer gifts with purchases (GWPS)
Everyone loves gifts and GWPs are one of the best returns on an investment. For example, if a client buys a body cream, offer them a free hand cream. Clients will feel special with these offers and are likely to share that they received a free gift with friends and family.
9. Use Social Media to engage with clients.
Engage with your clients outside of the spa via social media. Highlight the latest happenings at your spa and remind them to book their next facial appointments and refill their at-home products. Facilitating better relationships with your clients this way can translate to an increase in business.
10. Sell a minimum of one product.
Always show three products as their options for purchase. More can be overwhelming at first. Make it your retail goal to sell at least one product to each client to start, then work up to a minimum of three. Remember, clients have come to you because they want to see a change in their skin. Although a full routine is ideal, to continue the benefits of their treatment at-home, they must use at least one product to continue to see a positive a difference in their skin.
Want more tips? Join our Facebook Live: How to Create Holiday Dazzle at Your Spa on Thurs 11/15 @12pm EST and my FREE Webinar: Make This Your Best Holiday Season: Learn About the Latest Trends in Beauty Products on Mon 11/19 @3pm EST
