The topic of retail sales when it comes to theprofessional skin care community is lacking in training. When studying to become an aesthetician, the books do not have any chapters dedicated to sales, and students are released into the real world wide eyed, bushy tailed, and totally oblivious to what could be a sizeable chunk of earnings. Few aestheticians can boast adequate sales training – they are licensed professionals, not salespeople after all. Unfortunately, one of the biggest problems of a small aesthetics business is that business depends on the talents and expertise of just one person – the aesthetician. Without the additional revenue from retail, the business becomes harder and harder to grow. A well-designed retail product display can not only bring in extra revenue but will encourage clients to maintain the recommended skincare regimen at home and retain client loyalty.
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Dasha Saian Marchese is the co-founder and current CEO of Saian and has over 21 years of experience in the spa industry. In addition to her business and marketing degree, she is a licensed aesthetician, certified nutrition and wellness consultant, official ambassador of the Aesthetics International Association (AIA), and certified family herbalist. Marchese is on the Editorial Advisory Board of DERMASCOPE Magazine; she gives lectures and classes internationally and regularly contributes to global trade publications.
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