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Feb 16, 2016
by Vivant Skin Care
Elinor Stutz, CEO of Smooth Sale, delivers inspirational keynotes at conferences. She authored: International Best-Selling book, "Nice Girls DO Get the Sale: Relationship Building That Gets Results","HIRED! How to Use Sales Techniques to Sell Yourself On Interviews, and her new book, "The Wish: A 360 Degree Business Development Process that Fuel Sales." You are in the business of improving the appearance of your clientele. Those seeking help will be attracted to your establishment for providing the care they believe they need. Be aware that several steps are in order before you can count on selling additional products and services.
Build Your Brand
Focus on the specific areas of skin care treatment that interest you the most, such as anti-aging skin care, or organic skin care products. Research online for credible sources regarding the latest studies and awards presented. Explore the American Academy of Dermatology, which provides guidance in choosing the best products to offer clients. Share your substantiated findings with your clientele both in-store and online. Draw attention to any awards received by the products you offer or who formulated the products and their credentials. Credibility and Trust By establishing upfront credibility, you will enhance the client's expectations of excellent results. You can establish trust and credibility by maintaining a blog to establish yourself as an industry expert, or by writing articles for respected journals and magazines related to skin care. Gain Perspective Your perspective is to get the client on the table to provide a premium service - and to hopefully sell the products you used during treatment. But the client's perspective may be very different. They may be there not only to correct skin hyperpigmentation or another issue but also to relax or even nap while on the table. And it's quite possible the visit itself is difficult on your client's budget. Talking and being sold to might be the last thing they want to hear - and could cause this visit to your spa to be their last. The sale does not matter nearly as much as developing a returning and referring clientele. Build Relationships An improved approach is to take five minutes to inquire as to why the appointment was made. Listen for specific problems and desired outcomes. Ask new clients what prompted them to choose your spa over others. And ask previous clients how well their current homecare regimen is working, or not. The answers to these questions lend insight on how to move the conversation toward selling more product. Should the client tend to be very quiet on the table, briefly explain the treatment you are about to apply, and then let them enjoy relaxing in silence. If the person is talkative, take the opportunity to showcase special products for sale. At the end of the session, ask how the client liked the treatment and how they feel at the moment. At the cash register, address their initial concerns and inform them of the specific products used in treatment. Be inviting but not pushy when attempting an upsell.
After a client's first visit, call them and ask them how they are using their products. This allows you to pick up medication errors, which may lead to disappointing results before their next visit. Don't ask them "Are you using your products?" That leads to a yes answer and you don't get the positive information you need to perhaps correct the usage before the client sees you again.
Lastly, invite feedback and consider offering a client loyalty program. The most important aspect of sales is to be respectful of the client. For additional ideas to build your business, keep an eye on our blog by joining our mailing list.
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