Selling Without Pressure
How a new mindset can improve your retail results by Linda Ruberto
Retailing is the number-one profit center in a spa, proven to dramatically increase client retention and loyalty. So I've often felt perplexed by the amount of fear and resistance in the industry toward the sales process. Yet, when I think of all the talented, passionate estheticians I've known who resisted selling (or even hated it), I realize now that they were right—at least partly. Old- fashioned sales tactics often ignore the guest's need for solutions on her terms and in her way. No wonder we have been resistant!
22 ASCP Skin Deep
July/August 2012
