Issue link: https://www.ascpskindeepdigital.com/i/968907
www.ascpskincare.com 63 The four actions you need to follow are: 1. Listen: Take time to listen to the client's needs and concerns. 2. Explain: Once you recommend, the client will want to know what the product does and how it works. 3. Educate: Give details on how the ingredients and formulas will continue the benefits of the facial treatment the client has enjoyed, helping to maintain the skin until their next appointment. 4. Assist: Take the guesswork out of their selection by recommending the right choice. Many estheticians tend to under- or over-promote products. Start by suggesting two basic products, such as a cleanser and moisturizer, depending on the client's main concerns. You can always add a new product, such as an exfoliator or eye cream, to their regimen on their next visit. You need to believe in your expertise and in your ability to promote the skin care line to properly serve your clients. To do this, you need to focus on these factors: 1. Make sure the line isn't sold in the mass market and that it is sold by professional recommendation. 2. Keep your retail space organized and clean. Invest in retail shelving with backlighting to help the retail area look like a chic boutique. Everything should be accessible, clean, and organized. Always stack shelves at least three products deep. Use up-to-date shelf talkers to create an interactive environment that helps sell and explain the product lines. Develop the boutique concept by using boutique bags offered by your vendors. Wrap each purchase in branded tissue paper and place in these customized bags. 3. Show and tell and you will sell: use the products on the client either during the treatment or in consultation afterward. They need to see the results to truly know it is something they want to purchase. 4. Don't over-discount or sample. Salons that send clients home with too many samples undersell themselves by giving the client a way to use the product without ever having to purchase it. Instead of Owners who choose not to retail or are unaware of how to do it effectively are not only losing money, but are also limiting their growth potential in the process.