Issue link: https://www.ascpskindeepdigital.com/i/691743
www.ascpskincare.com 47 whatever you present to your client for his or her particular needs is not a sales pitch; it's a recommendation. Think of it as a skin care prescription: a script that is meant to produce real results. Understanding this, you should never feel like you're peddling something. In other words, we don't sell. But we do recommend products that will help our clients by asking simple questions, such as: • How can we help you improve your skin? • Do you have any questions about your skin or ingredients? • May I recommend a product (or service) that I feel is best for your skin? • Is there anything you're running out of that we can replace for you today? • Would you like me to assess your current skin care products and cosmetics for a home-care review? If, after you ask these questions, a client still hasn't committed to a retail purchase, write down your script and hand it to them for future reference. Say, "Here is my beauty prescription for you." Keep it in their file for future reference. Follow up in a few weeks with a phone call or text and ask them how their skin is doing and invite them to come to the spa for a complimentary 10-minute skin check. If you can, offer a discount on the recommended products from their previous visit, or a sample size. If you can get them in the door, you are more than halfway to a sale. You simply need to follow through with your recommendation. MASTER CROSS PROMOTION In addition to your product recommendation, be sure to cross-promote another service your business offers. Suggest a massage session before your client's next facial to reduce tension, a mani-pedi as a finishing treatment after a body service, or a full makeup consultation with the newest colors and products to freshen their color palette for the season. Think of all the professional treatments that go well with what you're currently offering and find a moment to suggest at least one or two. Always be sure to introduce your client to other professionals in the spa as you pass them in the hallway or if the client has shown an interest in your cross-promotion pitch. Introductions are important because the more comfortable the client feels in the spa, the more they will trust your advice and direction—and follow through with a purchase. DEBUT DIGITAL Smartphones and personal computers empower our clients and lets them find, research, and buy what they want. There's no reason for you not to have an online presence or online store. Nothing can replace real human contact, but if you have an ecommerce site attached to your website, you'll be able to garner sales 24 hours a day, 365 days a year, even when your doors are closed. Having an online store is not about competing with retail giants; rather, it's about offering access to your business for things such as booking appointments, perusing a service menu, purchasing gift certificates, and gathering information. Having said that, you need not place all of your inventory on the site—start with a dozen or so items and change it up to keep it fresh. Take a look at your inventory reports to see which