Issue link: https://www.ascpskindeepdigital.com/i/1482182
Use your upgrade discount to become an ASCP Professional member today! ascpskincare.com 45 how the product worked and adjust the regimen, if needed. Put the product in your client's hand and explain how and when to use it. When you recommend with confi dence, your clients will trust your expertise. Start by suggesting two basic products geared toward the client's main concerns. You can always add a new product to their regimen on their next visit. Follow-up is a key component of this aspect of client education. THE CLIENT ALWAYS NEEDS SOMETHING Another common misconception is that there is nothing to retail to clients who receive certain treatments. In fact, you should focus on selling at least one product for each treatment off ered. Muscle soaks, bath salts, and body scrubs are great to suggest as follow-ups to body treatment services. You may also suggest a regimen of skin care products to prolong the results of a facial. And we haven't even touched on the home-care protocols for acne clients. The opportunities to both meet your clients' needs and increase your revenue are endless. BE A TRUE BELIEVER IN WHAT YOU SELL Choosing a line for your spa or salon can be both fun and overwhelming. When choosing a brand, consider how it meshes with your business's identity. Does the brand speak to your clients or the type of clientele you hope to capture? Find out how long the manufacturer has been in business. If you are starting out in the beauty industry yourself, buy from companies that have been around for at least 5–7 years. Research the reputation of each product line being considered. It is important that a product delivers what it promises. In addition, a stable, reputable line brings with it a built-in customer base that will drive sales. Finally, properly representing a product line enhances your professional credibility and further develops your theme and brand. You will increase inventory turnover and cash fl ow. A good rule of thumb is that your inventory should turn over a minimum of eight times per year. KEEP RECOMMENDING Retailing is a simple but crucial way to expand your business and increase profi ts. Don't be reluctant to invest in this important area. With these sales techniques, the products will move and generate greater revenue. Those who choose not to retail, or don't know how to do it eff ectively, are losing money and limiting their growth potential. The moral of the story is that there is something to sell to every client. It's your job to listen and recommend a home-care program that best suits each individual's lifestyle. Your clients will look and feel great. And who will they thank? You! Notes 1. I. Schweder, F. Modena, and K. Stadnyk, Horwath HTL, "Industry Report: Spa Profi tability Handbook," 2020, www.globalwellnesssummit. com/wp-content/uploads/2020/02/INDUSTRY_ REPORT_ SPA-PROFITABILITY.pdf. 2. Salon Biz Software, "How Salon Retail Can Maximize Your Productivity and Revenue," March 26, 2021, https://salonbizsoftware.com/blog/salon-retail. Lydia Sarfati is an international industry leader with over 46 years of experience as a spa owner, consultant, and esthetician. She is the founder/CEO of Repêchage, the president of CIDESCO Section U.S.A., and a frequent contributor to ASCP Skin Deep magazine. When you take a professional approach from the beginning, you feel more secure about recommending products than if you wait until the client is standing at the cash register with money in hand.