You’ve earned your skin care license. You’re building a loyal client base. Now it’s time to start growing your profits through increased product sales. This is not only a great way to increase your income, it is also essential to solidifying your customer relationships and developing greater customer loyalty.
Yes, your clients are being bombarded with “buy” messages from department stores, online retailers and multi-level marketers. Nevertheless, you are your clients’ trusted skin care advisor, so parlay that advantage into product sales.
For help, follow these tips:
- Cast aside your image of an overly aggressive car salesman. Skin care products are a very personal matter, and your approach should be consultative, not overbearing. Simply review with your clients their skin care issues. Then ask if they would like you to suggest the best way to correct and care for their skin. Almost no client will decline the offer, and this will open the door to product recommendations for daily home use.
- Prearrange your recommendations by skin type or condition using products you’re very familiar with and know to be effective. For example, if anti-aging is the issue, have an exfoliation serum, hydrator with SPF, eye cream, and toner lined up in advance.
- Be sure you have in stock, the items you plan to promote.
- Set goals. Focus on one or two select products each week, and then set a weekly sales quota for yourself with a reward if you hit your mark.
- Suggest products and avoid sampling. When you’ve used a product during a treatment and your client loves the results, that’s the time to sell it rather than giving out samples that will likely get lost or forgotten. In short, strike while the iron is hot!
- Look for needs or conditions your clients are not addressing via their home-care regimen. Make your clients aware of what’s missing in their correction or prevention routine. Then suggest a few products to fill the gap.
- Create special “gift” packages that include a service and product, such as a body wrap that comes with a body scrub. Build in the product cost and present the service as something special for a birthday, Mother’s Day, or any day.
- Ask new skin care clients to bring in their skin care products for a professional evaluation. Make appropriate suggestions in order to help your client achieve better results. Your clients will thank you for it, and products will fly off your shelves.
- Seasonal climate changes call for changes in a client’s home-care regimen. Let your client’s know that you are recommending a change to protect their skin from more intense sunlight, colder air, wind, and dryer conditions, all of which can be damaging to the skin.
In summary, don’t “sell” your clients. Instead consult and recommend. They’ll appreciate your knowledge and concern. What’s more, they’ll be more loyal and valuable to your bottom line.