Don’t sell – Educate your client
How will your clients ever know what to buy if they’re never made aware of the products and brands you are selling? Training your team (& yourself) is the only way they will be able to effectively suggest products to customers without coming across as a salesperson. Let your customers know you care about them.
When your staff understand and believe in the products, making recommendations on the specific needs of their clients becomes easy.
- Ask clients the 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 use valuable time telling you all about the competitive brand she is using. Instead, use this time to your advantage. Ask your clients about their skin concerns & then direct them to the right products.
- Don’t sell to clients – educate them.
Don’t just make a recommendation. Instead, educate them on 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 (ingredient). In this way, your client will understand the value of seeing you as a professional.
- Show and Tell
Demonstrate the product on the client. The client needs a little taste of products and needs to experience them to be enticed. Set up a testing station to do mini demos.
- 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. Don’t discount your products. This will diminish the value of what you are offering.
- Sell a minimum of one product.
Always show three products as their options for purchase. More can be overwhelming and less will not entice them to buy at least one. 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 difference in their skin.
Keep in mind that no one likes a pusher, so remember to give your client some space and time to decide what and if to buy.
Your Skincare Specialist
Donna
donna@dermamdcanada.ca