Issue link: https://www.ascpskindeepdigital.com/i/1357981
64 ASCP Skin Deep May/June 2021 'Do you need anything today?' Replace that with 'I recommend for your skin the following products to continue the benefits from your services today and continue to see improvement.' Then, show them at least three products. Show them how it feels on their skin, how it works, and the results." Jamal says increasing sales also guarantees a boost in return clients. According to a study done by ISPA, 4 the likelihood of client loyalty and retention increases significantly as sales increase. For example, "Zero products purchased, client retention may be 40 percent. If they buy one product, that rate increases to 70 percent, and if they buy two products, they're likely to come back 80 percent of the time. It takes confidence, practice, listening, and the understanding of your offerings, as well as your clients' needs. Retail is offering the client a solution to the problem, plain and simple. The gold is in the follow-up. With their permission, thank them and check in with them as to how they are liking the products they purchased." KEEP LEARNING Maggie Staszcuk, advanced modality specialist at Associated Skin Care Professionals, stresses continuing education is key to your success. She encourages you to: • Learn the latest procedures to keep your service menu fresh. • Educate yourself on ingredient knowledge, including indications and contraindications for individual ingredients, not just the product line you carry. If you know ingredients, you know all product lines. • Stay current on the latest trends by joining a trade association, following influencers in the industry, and reading trade publications. Nielsen echoes Staszcuk's tips. "You're never done," she says. "You never know it all, so stay humble and prioritize the time to stay current and learn. There are so many free or almost-free resources where you can find rich education and build on your strengths and knowledge. Take advantage of them." HAVE PATIENCE "Lastly," Lees says, "you must have patience. It takes time to get a good reputation and establish a clientele. Watch other successful professionals and learn their techniques and communications skills." Notes 1. U.S. Small Business Association, "Write Your Business Plan," accessed February 26, 2021, www.sba.gov/business-guide/plan-your-business/write-your-business-plan. 2. Pew Research Center, "Social Media Fact Sheet," June 12, 2019, www.pewresearch. org/internet/fact-sheet/social-media. 3. Pew Research Center, "Social Media Fact Sheet." 4. International SPA Association, "2019 ISPA U.S. Spa Industry Study" (PDF), 2019. ASCP Tools for Success ASCP is devoted to your success! Find our Career Toolkit, the new Legislative Toolkit, and a library of educational videos at ascpskincare.com. "You never know it all, so stay humble and prioritize the time to stay current and learn. There are so many free or almost- free resources where you can find rich education and build on your strengths and knowledge. Take advantage of them." —Mary Nielsen