ASCP Skin Deep

MAY | JUNE 2018

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8 may/june 2018 You Can Do It! FROM THE EDITOR On a recent visit to my wax lady (Is it OK that I call her my wax lady? I mean it in the most loving way, because Whitney is wonderful), I asked her if she'd be interested in selling a post-wax exfoliating product, because I would certainly buy it. I was on my way to a trade show and told her I'd be happy to bring her back some samples. I was surprised when she said, "I do sell an exfoliating serum!" I've been visiting Whitney every six weeks for about a year, and she never suggested that I use an exfoliant. When I asked her why, she said she didn't like to be "pushy" or make her clients feel like she was just trying to sell them product. I bet many of you feel the same way, which is why we've dedicated this issue to the topic of selling retail. In the article "The Art of the Recommendation," writer and RepĂȘchage CEO Lydia Sarfati states that "the average spa and salon credits less than 5 percent of their business to retail sales." I get it. I'm not a natural salesperson, and I know you're not either. You want your clients to be comfortable and relaxed—not tense and defensive about the inevitable sales pitch. But you also know that if your clients don't commit to the proper home-care routine, all your hard work in the treatment room can become a waste of time for you and a waste of money for your clients. So, really, it's in your clients' best interests for you to recommend the proper home products. It's not pushy to recommend retail products. You have the knowledge to explain why certain products are best for your clients' skin type and trouble spots. Taking 5 or 10 minutes after a treatment to walk your client over to your beautiful retail space shows them you care. If she chooses not to buy, that's OK; you've done your job in providing her with the best tools to take care of her skin. We cover a lot of ground in this issue. Beyond how to recommend product, we offer tips on how to deal with online and multilevel marketing competition. There are a lot of companies out there vying for every skin care dollar, but as an educated professional, you have the upper hand. You can do it! One more thing before I leave you to enjoy the issue: if you haven't yet voted for your favorite products for our 2nd annual Readers' Choice Awards, I encourage you to take a moment to do so by visiting (voting ends June 1). We want to hear all about the products you're recommending to your clients! Cheers, Mary Barthelme Abel Editor @ascpskincare Follow us online! @ascpskincare TELL US EVERYTHING A S C P S K I N D E E P 2018 R E A DE RS ' C H O I C E A W A R D S Cast your vote for our 2nd annual Readers' Choice Awards!

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