If you’ve ever said, “I do not have sales skills. I cannot sell products”, or you get the sense you have to be pushy to sell products to your clients, please read this article.
You do not have to turn into a sleazy salesperson to sell products. The fact is you don’t have to have sales experience at all for customers to purchase products from you - or high-end treatments for that matter.
I invite you to explore this article in the Building Revenue Series - Sell Without Selling! 5 Tips to Increase Product Sales.
Tip 1 – Relationship building is the #1 goal.
Beyond having your products on display in a visually pleasing manner, the #1 goal is to make every client feel special. No doubt, you're already doing this. From the moment they step through your door, it's no longer about us. Instead of talking about ourselves, we ask questions to demonstrate we are interested in them, their life, their concerns, what they love. This goes beyond what we need to know to provide our service.
In the moments before we begin the treatment, and even while working, we ask about something we know they care about with questions like; how your family is, how stressful is your job, tell me more about your hobby, how have you been feeling, do you any travel planned, etc. Then listen to understand not for the sake of responding to talk about yourself. This allows our clients to know they are important to us, and they matter.
Tip 2 – Don't be afraid to share your secrets!
Not those embarrassing ones. LOL. I'm talking about giving clients more than they expect. When you generously share your knowledge, you establish credibility, and this demonstrates you are the go-to expert. This will not make them need you less. It will make them need you more. Sharing a tip about how to use self-massage to release fascia, or how the modality you're using works to improve their skin, or the magic ingredient(s) they should look for in a product, is an important part of the trust building you're doing with your clients. It's like how the doctor or nurse might say, "I'm going take your blood pressure, so we know how your medication is working.". In the context of our work, we can say, "I'm going to apply a product with PLLA so we can boost collagen production."
Tip 3 – Acknowledge your client’s REAL why.
The REAL WHY your client has sought your services is not just about better skin. Do you sense she is lacking in self-esteem? Let her know she's not alone. Is she dealing with the insecurities of aging? Remind her, we're all aging. No one escapes but thank goodness we can choose to age gracefully. Is she in a competitive job in the public eye where her appearance is tied to her success? Commend her for being brave and taking great care of herself. Or does she simply enjoy being pampered - let her know it's well deserved!
Acknowledging her unique WHY in casual conversation will make your client feel seen and heard. This creates reciprocity. She'll want to show you her appreciation for you and your services.
Tip 4 – Share your excitement and personal experience.
If you love a particular product, just share that. Simply share stories about your experience using it. What has it done for you or your clients? That's not selling, that's sharing. Share from the heart.
Just pick up a product you love, or you’re about to use, (i.e., CaviPLLA), and put a new bottle of it in her hand. Let her look at it and hold it. Share why you love the product. For example, “I’ve been using this product (pick it up and put in her hands) for a couple of months. I love how my skin is behaving so much better…before I used it (fill in with the problem) …and now… (fill in with the results)”. Sharing YOUR excitement will feel natural. Share those details from your heart. There's nothing salesy about sharing from the heart.
BUT - if you haven't use it, or don't believe in the product, you'll never sell it because people pick up on fake excitement. It has to be REAL.
Tip 5 – That's worth saying again, be REAL.
We all hate the false perfection we see in society and on social media. Right! Don’t be afraid to be REAL with your clients. Don’t pretend you’re doing everything right all the time for your own skin. No one does! Our clients need to know it’s okay to be human.
Perfection is never the goal anyway! Aging gracefully and practicing good self-care is the goal. Practicing implies we don't stop - there's no stopping place when it comes to skincare. Aging never stops and neither does our skincare practice. Some days we do it better than others – and that’s OK.
As you wrap up your treatment, place a product(s) you used in her treatment on your checkout counter and simply say, “Would you like to take (product name) home with you today?” If she says, no thank you, no problem. Leave it there and put it away after she leaves. When they say yes, ring up the purchase and feel good about building your revenue stream.
You’ve got this!
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