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 Repêchage 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 www.ascpskincare.com/vote-readers-choice
(voting ends June 1). We want to hear all about the products
you're recommending to your clients!
Cheers,
Mary Barthelme Abel
Editor
mabel@ascpskincare.com
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Cast your vote for our 2nd annual Readers' Choice Awards!
www.ascpskincare.com/vote-readers-choice
