Issue link: https://www.ascpskindeepdigital.com/i/493450
Create your free business website! www.ascpskincare.com 15 W We all sell cleansers, moisturizers, and a multitude of other products, but in our day- to-day routines, we rarely stop to analyze what our retail business is actually accomplishing. When most estheticians and/or spa owners are asked about cleanser sales, the reply is usually, "We sell a lot of cleansers." Yet, when you drill down to actual sales in a given span of time, the black-and-white truth might be astounding. Have you ever looked at the total number of clients you have and how many cleansers you actually sell to that client base? If you want to test this, count up how many individual customers you see in a given month and how many cleansers you sold in that month. If a client comes in every six weeks, a new bottle of cleanser should be an automatic purchase with every visit—and yet, if you see 40 clients in a month, you are probably not selling 40 cleansers. You might not even be selling 10. That's less than 25 percent of your potential in a retail category that can be one of your most lucrative with just a little focus. Most Clients Use Cleansers Even if your clients don't use other skin care products, they probably wash their faces. Last year, in the United States alone, $963.4 million was spent on facial cleansers. The amount of dollars you are potentially missing because those clients are making purchases somewhere else is huge. Those purchases should be made from you. So, how do we capture that market? Start the Ball Rolling As a general rule, the reality is that we are not recommending product in the first place. Here's how to start the majority of clients on a product routine they will continue. Start by reviewing your product knowledge on all the cleansers you carry. Make sure you have enough on hand of each type so you don't run out over the next six weeks. Then, for the next 4–6 weeks, make a major effort to discuss cleansing with every client. Find out what cleanser they have been using and recommend the cleanser you feel is perfect for them. Have either a free gift with every cleanser purchase over this period, or another special offer that by Aaron Sonnenschein Clean Up! Capture the Cleanser Market to InCrease retaIl sales