Thursday, 28 January 2021 14:52

Three Tips to Selling Better: A Guide to Sales & Education

Written by   Lexie Choate-Bewley

It is the taboo word – sales. This is a word that can make any service provider feel uncomfortable. Most skin care professionals never want to come off as a salesperson, because they are not – they are aestheticians. An aesthetician who has a high success rate of skin care transformations has expertise in the treatment room and the clients’ commitment to a homecare routine. Clients are looking for a complete experience and that includes a wonderful service and guidance on maintaining the result of the service at home. It is important to inform the client that the result of the treatment can only go so far if the proper maintenance at home is not being followed. The client will understand and will want to keep their glowing skin for as long as possible. So, flip the way most skin care professionals look at sales and examine it for what it is – educating.

CONSULTATION

Always start out with a consultation, whether this is written or verbal. Skin care professionals have to know what the client is looking to improve upon with their skin. For example, if the client is wanting to improve acne and breakouts aestheticians know a good cleanser, toner, treatment serum, non-comedogenic moisturizer, and sun protectant factor is needed. To start by recommending five products may cause the situation to become uncomfortable. Try saying this, “Eventually we are going to need to switch to a new routine of products to get rid of the breakouts, but the cleaner, treatment serum, and moisturizer are the top three that we need to start with to clear the skin.”

The client is being informed of what needs to happen to start the process, and then what needs to happen to continue the results. Look at it as a road map to the client’s skin success, the way that they know what they need to plan for. It is important to be open and honest with what the products can do, and what is necessary in order to obtain the desired result. Skin care providers and clients are like a team. Skin care professionals do the work in the treatment room, and the client continues the plan at home.

LEAVE PRICES OUT OF IT

There is a time at the end of the service to process payments. Leave the prices for then. When educating during a facial, or after, leave it to just that – educating. In the end when the client has their payment method ready, and the point-of-sale system is ready, that is the right time to talk prices. The service provider should now say, “the cleanser, treatment serum, and moisturizer is X amount.” Imagine walking through the grocery store and every time an item is added to the cart, someone pops out and says, “that loaf of bread is $3.99.” How off-putting would that be? Consumers know that at the register is where they pay and are comfortable with that. The same can be said for clients. During the treatment, if they have questions about what products are best for them, educate them on what it is and what the product does. This way there is no pressure on the client to decide then and potentially ruin their experience by being sold to during their treatment. There is no pressure on the aesthetician to remember prices while trying to get their client's lymphatic massage perfect.

KNOW THE PRODUCTS

This is a key part of this article. The service provider must know and believe in the products. When a client comes in to treat acne and breakouts, a skin care professional automatically knows what three products are the best for treating that skin concern. Have a list of “power puncher products” that are amazing for treating each skin condition. Is there room to customize with each client? Of course, but it is helpful to have a starting point to base the client’s routine and, ultimately, give the client the best treatment plan possible.

The bottom line of selling to clients is creating ways to educate the client. Make them feel comfortable with the products being sold to them, along with reassuring them of the benefits of home care and at-home treatments to utilize in their skin care journey.

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