Selling Skills

Many therapists are apologetic when selling a product to a client, because they think that the client has already spent a certain amount on treatment and therefore will not want to spend any more.

This is a common misconception! If the client is coming to a salon for regular beauty treatments they are already displaying a ‘Buying Signal' an indication that they are interested in their; skin, body, hands, feet, nails, or they need relaxation, weight loss, inch reduction etc. When she or he leaves the salon and the therapist has provided them with such a good treatment that they want to continue with the results at home, the client will then go elsewhere to buy home care products, if the therapist hasn't made any recommendations.

 There are many alternatives for them to consider:

• A supermarket
• Local chemist
• Department store
• The Internet
• Mail order
• Catalogue through the door
• Another salon

It is the duty of the therapist to use her professional knowledge about skin, hair and body, together with a thorough knowledge of the products and what the client's needs are, to sell the correct home care and continue the benefits of professional treatments at home.

The therapist must develop certain skills to help with retail sales and these include; listening actively to the client, recognising buying signals, explaining features and benefits, making personal recommendations and understanding how to close a sale.

Active listening is an important part of the communication process, it requires the therapist to listen attentively to what the client is saying, at consultation, during treatment and whilst providing aftercare advice. The information she provides will help you to devise the correct treatment programme and recommend the correct products to reinforce the beneficial effects at home.

Using positive body language is also an important aspect of communication, particularly when selling to a client. Do not invade the client's personal space as this is intimidating to some people, offer advice and assistance in a polite manner, with a smile. It is also important to  speak clearly and confidently about the products and being able to answer questions will inspire confidence in the client and encourage them to buy.

Recognising buying signals is essential, as these tell you what the client is most interested in. Buying signals can be both verbal and visual. Clients are keen to tell you about problems they have but you must also ask the right questions about their current skin and body care routines, their lifestyle, treatment objectives and medical history. Visual buying signals may include a client's behaviour e.g stressed or anxious and possibly in need of some relaxing essential oils to put in her bath or an aromatherapy massage, she may be a carrying a slimming magazine that may indicate an interest in losing weight, therefore, she could be interested in the latest slimming treatment on offer.

The therapist should make sure that her product knowledge is up to date and that she understands the importance of features, benefits and unique selling points.

Features are prominent or distinctive qualities, aspects or characteristics, of a product or treatment. They provide a description of the product, what it looks like, what it contains, the sizes, the packaging, how the product is dispensed etc.

Benefits are the characteristics that promote or enhance well being. It is the benefits of a product or treatmnet that will most interest the client, as they always want to know what it will do for them personally and if the benefits match the client's needs you will make a sale.

Unique selling points (USP's) are those things that set your products or treatments apart from your competitors. Unique means without  an equal or equivalent.

Closing the Sale  - This is the culmination of the selling process when the therapist recognises positive intentions from the client to purchase a product. There are several methods that may be employed to close the sale and these are:

The Yes technique - asking the client a series of questions to which they answer yes and the final question should result in a yes. E.g. The therapist may ask the following questions:

• Do you have a dry skin?
• Does it feel tight after washing with soap and water?
• Does it sometimes appear flaky?
• Would you like a product that makes the skin feel moist and soft?
• Would you like a moisturiser that reduces the appearance of fine lines? 
• Would you like a lightweight moisturiser that is easily absorbed?
• Would you like the moisture defense serum specially formulated for dry skin?

Recognising positive intentions from the client - When the client makes certain observations about a product.E.g.

• That is the perfect colour lipstick
• I love the smell of the lavender body lotion
• Do you sell a travel pack of skin care products?
• This moisturiser feels lovely on my skin.

Making a concession - This is when you offer a concession that you have held back to convince an indecisive buyer to purchase a product. This may be in the form of a discount on the price, a free gift, sample products to complement the one being bought or a product that is new on the market.

Summarise - Remind the client of the key points previously discussed which then implies that a decision to buy is the natural step to take.

The Alternative Close - Ask the client a question that offers them an alternative, providing them with a choice.

E.g.

• Would you like the large or small size?
• Would you prefer the dark or medium shade?
• Do you prefer the mousse or liquid foundation?

The Elimination technique - This method is designed for the client who likes to be in control. Provide them with a minimum of three products and allow them to eliminate the products they don't want. They then feel much happier about their purchase.

The Professional Recommendation - This is the most effective method of closing a sale. You will recommend a product or treatment that in your expert opinion will benefit the client most. When you have built a professional relationship with your client they will trust in your judgement. This method only works when you are honest with your client and recommend only those products that you are sure are best suited to your client's needs.

Withdrawal - If it becomes obvious that the client has no intention of buying a product for whatever reason, it is important to close the discussion in an appropriate manner. It is wrong to continue with a hard sell when you are aware that the client really isn't interested in the sale. If you don't have the correct product in stock, offer to order the item and inform the client when you have it back in stock. If the client is showing a reluctance to buy you could provide her with literature to read at home at her convenience or samples to try so she may make an informed decision at her leisure. Thank the client for her interest, say that you are sorry you can't help her on this occasion, but you will be available at any time if she needs any further assistance.

If you can't help the client because you don't have the product knowledge, or you are not familiar with the type of treatment she is interested in, tell her who the best person to speak to is and if possible, arrange for them to speak to her immediately. If they are not available take the client's details and assure them that they will be contacted with the information they require as soon as the person is available.