ten ways to be successful - ascp | associated skin care …€¦ · ppt file · web view ·...
TRANSCRIPT
Create Your Future with Smart Sales
Retailing Success
What is Retailing?
The sale of products or goods directly to the consumer or client.
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Why Clients Want to Buy from You
O Improve their skinO Look or feel youngerO Be in style/trendyO Attract the opposite sexO “Keep up with the
Joneses”O Save time/effortO Save money
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Why Clients Want to Buy From You
O Improve health/fitnessO Decrease painO Increase comfort O Reduce stressO Satisfy an impulseO Treat themselvesO Enhance their
appearance
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How Clients Size Up Products
O Appearance/packaging (shape, color, labels)
O Smell—the most powerful of the senses
O Feel and texture of package or product
O Will it give me results?
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Move Clients from Evaluation to Purchase
What interests customers most in products are results, ease of use, and value. Value is not the same thing as price.Price = FeeValue = Worth
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What Influences Your Clients
O 64%—of product purchases are influenced by a good product experience during treatment.
O 58%—of product purchases are influenced by a recommendation from you.
Yet, 68% of clients have never been given a proper retail recommendation.
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International Spa Association and Lisa Marie Arnold, spa consultant
Why You Need to Sell
O Recommending and selling results-oriented retail products are key to your overall success.
O You are helping clients achieve their goals.
O Employers expect it of you.
O It’s highly profitable.8
Retail Matters Because …Proper home care products help clients get or maintain the results they want.
60–70% of client results stem from what they do at home.
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Retail Matters Because …
Suggesting home care products helps extend the overall client experience.
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Retail Matters Because …
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Good product recommendations improve the esthetician’s perceived level of professionalism and can create job security.
Retail Matters Because …
Appropriate product suggestions increase client trust, loyalty, return visits, and client referrals to others.
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Retail Matters Because …
It increases your commission or earnings.
5 clients x 5 days x $45 retail each = $1,125 weekly
At 10% commission, this equals $448 monthly or $5,376 a year
$90 retail per client equals $10,752 a year!
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But I Hate to Sell! Here’s Why …
O I’m not confident in my product knowledge.
O I don’t want to be pushy.O It’s just not me.O I fear rejection.O I’m not sure what to sell to
whom.O I dislike paperwork. O I’m confused about price
versus value.
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Points to PonderO You can change your perspective about
sales.O You are the expert in skin care.O You don’t have to be pushy to sell
products.O Selling is your professional responsibility.O Selling helps clients satisfy their needs and
wants.15
Milady’s Standard Comprehensive Training, 2003
Yes, You Can Learn to Create Retail Success!
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The Client Interview—Step 1
To establish trust and rapport between you and your clients, introduce yourself, and ask your clients questions about themselves.
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The Client Interview—Step 2
Ask about the client’s history and experience with their skin, treatments, or facials.
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The Client Interview—Step 3
Determine why the client is there and what he or she really wants.
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The Client Interview—Step 4
Find out the client’s likes, dislikes, and “must haves” so you can give them what they want.
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The Client Interview—Step 5
Discuss the client’s current home care routine and his or her willingness to change.
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The Client Interview—Step 6
Get permission to provide suggestions and work together on a plan to help them achieve their skin care goals.
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Ready, Set, Succeed!O Consider client goals first.O Note products they liked during the service.O Consider their current routine and
willingness to change it.O Combine services and home-care products
that fit your client’s budget, schedule, and desired results. 23
Retail Success: Cross-sell
“Mary, I know you
are a fan of Magic Mineral powder foundations. Have you ever tried their powder blush?”
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Retail success: Up-selling & Add-ons
“Jennifer, the cleanser you are getting is also available in a travel size. Would you like to add that since you are often away on business trips?”
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Retail Success: Promotions
“Terry, Le Spa is hosting a seminar on preventing sun damage next Monday. The cost is $20 and includes lunch, a full-spectrum sunscreen, and a sun visor. May I sign you up?”
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Retail Success: Incentives
“Robert, if you purchase any treatment serum today, you’ll receive a complimentary full-size cleanser. Would you like to get the eye serum we talked about earlier?”
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Retail Success: Samples
“Max, here is a sample of the men’s shave gel. Try it for a few days to see how your skin reacts to it before you open the bottle you purchased.”
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Retail Success: Pre-booking
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Don’t ask, “Would you like to book another appointment?” Instead say,
“I’d like to see you in three weeks for a follow-up treatment. I have Tuesday or Thursday that week open. Would you prefer a morning or afternoon appointment?”
Let them choose when, not if.
Sales Hurdles & Challenges
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It’s too expensive! Know your products and the value of using high quality ingredients. Most spa and salon grade skin care products can be used sparingly because they contain high quality ingredients. Better products = better results.
Sales Hurdles & Challenges
I can get it elsewhere for less.
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O Anticipate concerns and objections and be ready with answers about your return program, product guarantees, and other incentives for in-house purchases.
O Remind them that professional-grade products most likely have a higher concentration of active ingredients.
Sales Hurdles & Challenges
I already have products. Sell to the pain or problem the client wants to solve. Highlight one or two products the client can add to their routine to help get the results they want.
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Sales Hurdles & Challenges
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I’m afraid it won’t work. Speak from your personal experience with the product and share the positive results you and others have had.
Sales Hurdles & Challenges
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I don’t understand how to use it. Understand your client’s needs so you can customize the sale and product type to the buyer. Demonstrate using the product, give directions for use, and be sure to follow up.
Tips for Closing the Sale
Know your clients’ desired results and goals for their skin, beauty, and well-being.
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Tips for Closing the Sale
Recommend and sell only products that create results or advance client goals.
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Tips for Closing the Sale
Know and believe in your products.
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Tips for Closing the SaleO Be familiar with
each product’s uses, ingredients, and results it offers.
O Tell the client you are recommending these products “for your skin” to personalize the interaction.
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Tips for Closing the SaleRefer to the products used during the treatment or service. Let your client try the product on his or her hand, then place it in his or her hand.
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Tips for Closing the SaleBe genuine and speak from personal experience about your products.
Ask “which products would you like to take home today?”
NOT“Would you like to take products home today?”
Never give clients the option to say “no” with yes-or-no questions.
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Keep in Mind …O You are the expert.O Clients may not own expensive cars,
clothes, or designer purses, but they do spend money on their complexions.
O Professional lines have higher percentages of active ingredients.
Mandy McCleave, consultant and trainer
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Keep in mind …O The customer is already
in your treatment room, so go ahead and sell.
O The best way to counter a price objection is to offer a value proposition.
O It may be worth a lot to clients to have the skin they want.
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The AfterglowO Follow up with a call
and/or an email.O Share information
on related products and events.
O Ask about product results and satisfaction level at the next appointment.
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Celebrate Your Success!
“Anyone who keepsthe ability to seebeauty never grows
old.”
Franz Kafka, author44
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Special thanks to those who made this curriculum possible.
O Felicia Brown, Spalutions, Greensboro, North CarolinaO Linda Burmeister, International Dermal Institute, Carson,
CaliforniaO Anita Geary, Acaydia Institute, Provo, UtahO Douglas Preston, Preston, Inc., Los AngelesO Sherry Taylor, Florida College of Natural Health, Pompano
BeachO Lauren Armitage, Licensed Esthetician
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Professional membership with Associated Skin Care Professionals (ASCP) includes:
For more information about ASCP membership, please contact us.
25188 Genesee Trail Rd., Ste. 200
Golden, Colorado 80401800-789-0411
om
O Comprehensive liability insurance coverage
O ASCP Skin Deep magazineO Free website and email addressO Online marketing and business support toolsO Successful Business HandbookO Client consultation and consent
formsO Free educational webinarsO Exclusive member discountsO Excellent customer service