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  • The Toolkit for Successful Branding & Sales
  • Post author
    Keith West

The Toolkit for Successful Branding & Sales

The Toolkit for Successful Branding & Sales

About our Product Line

Our line of products are made for us by a very reputable lab for us, using quality botanical extracts, essential oils and natural ingredients. Our formulas are highly effective and results-oriented, easy to use and very appealing to clients. Besides having high quality productsto offer our clients, the advantages of carrying our own line are wonderful:

Exclusivity. Having our own product line keeps customers coming back to our business as the sole source of consumer goods they like and want to replenish. Our products won’t be found in anyone else’s website, catalog, etc. This means your customer will come back to you for the products you recommend to them­–not to!

Image. A personal product brand is impressive to customers and serves as an effective advertisement among their friends and family. Private brands make even smaller businesses appear larger and more established, which helps to build consumer confidence and loyalty.

How Do Customers Respond to House Products?

Customers seek the services of health and beauty professionals because they are expected to have skills and information their customers want. Our treatments and advice make it very easy for the customer to get the best services and goods without having to spend the time and effort to become an expert themselves. The confident spa and salon professional need not worry that a customer will challenge techniques and suggestions as long as they are presented in an ethical and convincing manner. And how else would a professional perform?

The spa and salon customer is primarily interested in what you, the professional, think that they should do and buy to meet their needs. They trust you with product advice the same as they do with services. Since you personally perform the services, why wouldn’t they be receptive to the products you endorse as well? You’ll discover that your loyal following, as well as those new to your business, will be receptive to our own product brand and reward your suggestions with profitable sales results. How well you succeed in retail product sales regardless of the brand you carry depends on your enthusiasm and consistency in promoting those products. In a personal services career, retail will be the easiest income you can generate!

The New Client Interview that SELLS!

By now you should be familiar with the Client Consultation Form which we use as a guide for introducing new customers to your practice. It is important that you consistently perform an interview with each new client, and that all interviews include the following key points:

Establishing trust. You want your new client to get to know you before you begin to perform services on them. Rapport building is one of the most important things you can do with anyone if you hope to create a long-term relationship with him or her. This is essential to your success in rescheduling.

Obtaining client history. Has this client had prior aesthetic or body services and if so, how long ago was the last treatment? Were this individual and his or her former therapist addressing any specific skin or body concern in particular? If so, was the client satisfied with the treatment(s) received? Ask for specifics! This is also the time to gather a few health and medical facts that might be useful for you.

Uncover your customers’ most motivating concerns. This is the core feature of your consultation! Here you get to the point of it all: to understand what your client is the least satisfied with regarding face or body, so that they will be ready to make a real commitment to doing what’s necessary in order to improve it. You’ll not only want to discover these concerns but also have your client express how it feels to have them. When a client expresses concerns coupled with emotions that accompany them they will experience a very convincing desire to do something at that moment. This is your opportunity to offer a solution to the problem, ask for a commitment to change, and then explain what your plan will be, including treatment, frequency of visits, and home care products.

Introduce the Plan. Now it’s time to educate your client on what it means to work with an aesthetics professional. Here you introduce your treatment plan, the routine you’d like them to follow with your services, and the need to recommend adjustments in their home-care products selections. This should be addressed directly and as a matter-of-fact necessity in your strategy to improve the clients’ conditions. You will be asking for permission to make these changes after building a case for them based on the responses in your consultation. Clients will almost always agree to work with you and take your advice. So offer it!  This is probably the best investment you can make in the development of your practice.  

Consultation Method

Allow at least 15 minutes for new clients to have this important interview. Make sure you add extra time when a new client schedules the appointment with you. Failing to conduct this important consultation will cost you significantly in money and repeat business, so make every effort to guarantee that you have enough time to do it!

Perform the consultation in the treatment room. Have your client relax in a facial lounge and then sit facing them and proceed through your list of questions. Some clients can be talkative, so it will be necessary for you to pace the discussion and not permit yourself to get behind. Let your customer know that you’ll provide more information as the appointment progresses, and then move along.

Be sure to get specific descriptions of what the client liked or disliked about past treatments: were the treatments too long or brief? Did they leave the skin feeling and looking better? Was the esthetician?  You are looking for clues as to how you should handle your clients’ needs, expectations, and also what you’ll want to avoid doing that displeased them in the past.

You also want to hear your client tell you exactly what their present concerns are and how they feel about them. This means when your client tells you that she is unhappy about the signs of aging, you will want to identify the exact details she is thinking about. Is it tiny lines around the eyes? Or maybe some small pigmentation spots on the face? Perhaps she is annoyed with continuous breakouts on certain areas of the face. You will not only want to learn about these concerns but also how the client feels about them. Does he or she feel older as a result of them?

Do they feel self-conscious? Angry? Depressed? And so forth. It’s the emotion behind their expressed concerns that provides you, the spa therapist, with a powerful opportunity to make the most of your potential customer/professional relationship, Emotions are motivating, they inspire action rather than complacency, and make it much easier for you to sell solutions to clients. Guesswork does not pay well.

Make important notes on your consultation form for later use in your client database. Your notes will also serve as useful guides in your service and retail recommendations after the service has been performed. This should include treatment upgrades and product add-ons that you plan to suggest in future visits. It is the planning of your client/professional relationship that will result in a better outcome for both of you.

Once you know what your client is most concerned about or interested in, you must demonstrate that you understand what they told you and that you have a solution for it. Tell the client: a) what you plan to do to improve their skin; b) how often you’ll need to see them in order to get the results they want; and c) that you will, (with their permission) recommend changes in home care products and techniques needed to support the plan. This simple technique will almost always be greeted with compliance, a repeat appointment, and an impressive product sale. You have presented everything in a matter-of-fact and convincing setting and format, one that customers will never find threatening, pressuring, or unprofessional. This consultation technique will also save you time, and effectively demonstrate the remarkable difference between your customer care and that of most other technicians. Remember, the better your professional performance and ability to build trust, the better and faster you’ll grow a successful clientele!

Customer Follow-up

Most dissatisfied spa and salon customers won’t tell you when something has gone wrong. They may feel too embarrassed, intimidated or angry to give you the bad news. Most just go away—for good. But these same customers can be counted on to report the story of your bad service to friends and family who will believe that (the by now probably inflated slight or injury) is entirely true. You deserve a chance to protect your business reputation, to solve potential reaction problems, and to thank your customer once again—the extra service mile.

An ideal plan would be to schedule your call to all new clients at least one or two days after a service and/or product sale. To make certain that all new clients receive your call you can enter their information on the Client Tracking Log included here. The log will help you remember which of your appointments should receive a follow-up call and to record their feedback. While talking with your client, you can decide how to handle a question about future services or results of a product. This is also a good time to encourage your client to reschedule. Try a simple script in your follow-up call:

“Hello Kathy, this is Linda at Serenity Day Spa. I wanted to give you a call to see how you’re doing after the facial treatment you had on Tuesday. How does your skin feel now that you’ve been using the Hydraplenish for a few days?”

Even a voice mail message will tell customers that you are concerned for their total satisfaction, and it will encourage them to speak with you if they have questions or concerns. Your clients will most likely be satisfied with results of your treatment and products. They’ll also be surprised and pleased that you took the time to check on their satisfaction.

Successful Selling Methods

Even the best spa and salon retailers will occasionally experience a sales “slump”. Sometimes your service schedule becomes so heavy that you forget to consistently recommend treatment products to every customer.  You may also find yourself too tired or uninspired to cover everything you can in a client appointment. We all have our moments!

This section will give you some easy strategies for keeping your product sales and income healthy every day.

Seasonal Sales Opportunities

As the seasons change, so do the conditions and activities that influence customers’ skin. The onset of winter will lead to dehydrated and visibly aged skin texture while summer sun and heat can lead to excessiveness oiliness or the risk of photoaging. As aesthetics professionals, our clients expect us to address their skin care needs even before possible problems develop. This means offering a plan (and products) to meet seasonal changes in the skin in advance to avoid unwanted but anticipated effects.  

Winter Strategy
For those clients with dehydrated skin, the winter months will be particularly harsh. Cold wind, indoor heating and hot morning showers all contribute dryness. An ideal plan would include elevating skin’s protection about mid-October. Try adding a moisturizing mask or more hydrating moisturizer to your clients’ regimens as a means of keeping skin hydrated and supple during the winter months. Oily skin clients who are currently using a clay mask can switch to a gentler formula; you may want to suggest that they switch from a foaming to an emulsifying cleanser as an appropriate way to get similar protection from overdrying.

Summer Strategy
The #1 defense against skin aging is routine protection from harmful UV rays. Clients will require reminders of to apply sun protection products. Spring is the ideal time to make sure that your clients owns and properly uses sun protection, both face and body.

Summertime will also necessitate adjustments to routine skin care regimens for many clients. In more humid areas you will want to decrease the intensity of the lipid levels in moisturizers in order to make their use more comfortable. Hydration sprays are great for “boosting” the effects of moisturizers. They are also ideal for those who frequently fly or work in air-conditioning.

Skin Care Regimen Review

No matter how loyal you think your clients are to your products and services, other influences (and cosmetics) will inevitably slip into their routines. Infomercials, products sold by friends through multi-level marketing promotions, impulse or convenience purchases, and “gift with purchase” samplers all begin to pull your clients’ attention away from their focus on your skilled recommendations. As a skin care professional, it is your responsibility to periodically check to be certain clients are following maintenance plans that are in the best interest of their individual needs.

At least once a year ask your clients to bring everything they’re using on their face, hands and body (even hair if you’re a real investigator!) so that you can evaluate their skin care at home. Make it clear that you aren’t concerned about where they are buying product but rather that you want to be sure that whatever they’re using is appropriate for their skin type and needs. Tell them that this is the only way you can be sure your work and their results are on track.

Should you find contradictions in their products and methods gently point out how to improve their skin with the correct product suggestions. Be sure to recommend eliminating products or techniques that are clearly not correct for them. You’ll be rewarded with gratitude, renewed attention to your role in their life, and sales!

Focused Sales Strategy

Challenge yourself to above-average sales with some selling games to promote consistent retail success and higher income. These games are a means to keep yourself focused and on track with your goals. This can be helpful as you get to know our new product line.

At the beginning of each week select a product or two to target for high-volume sales. Practice describing these products in a very short, fun, and results-oriented way. Think about what is terrific about the product, something you can relate to such as texture, fragrance, etc. “This toner will help stop the tight feeling you get after washing with tap water. It also prevents dryness by removing trace minerals from the skin. Your skin will feel great after applying this!”

Now plan to sell a certain number of these products every day and track your results as you go through your appointment schedule. You’ll discover how easy it is to make retail move without having to become an expert in, or even personal user of, the products you focus on. Set a goal for weekly sales and go after it. Your income is truly in your own power!

  • Post author
    Keith West