Issue link: https://www.ascpskindeepdigital.com/i/70637
• She could be pressed for time, and the routine you suggest might further tax her sense of control over her life in general. • She may suffer from low self-esteem and feel she's not worth it. • She might instinctively avoid any seller whose selling patterns are incompatible with her buying patterns—no matter how badly she needs the product or service. It's a process of discovery that will help clarify her need, her willingness to change, and your role in the process. ACT WITH INTEGRITY Approach clients with complete integrity. Customers don't show up because they want to increase your revenue stream. They come expecting their own needs to be respected and met. Most estheticians are already very caring people; extend that to your retail sales, as well as your other services. MAKE RETENTION THE PRIORITY We all know how hard it is to attract new clients, so take your time and invest in a long-term relationship. SET YOUR OWN AGENDA ASIDE Your personal goals are irrelevant to the sales process. Listening and understanding are paramount. Do more listening than talking. You should be listening for information about the client's systems, beliefs, and buying patterns—not for opportunities to sell. DON'T WASTE YOUR TIME Never try to sell until the client is ready to buy. Otherwise, you're just wasting your time and also risking turning the client off. By asking questions, you can ascertain which internal systems your potential customer needs to manage to make the decision to buy. If you can tell that the client isn't interested in buying now, let it go. Not everyone will be a good fit, and others will take several visits to come around. Embrace the Right Mindset You'd be surprised how many times a day I hear clients say, "No one ever asked me that!" Many customers feel that nobody ever "did that," "showed me that," "took time with me," or "really understood." You can be the one to change this for your clients. Savvy sales skills are more about mindset than method. They depend on developing an attitude of exploration and discovery that can cause your solution to intersect with your client's needs—without pressure, coercion, or guilt. To give you a better feel for the process, let's flip the method around and explore your readiness, ability, and desire to change your own status quo in relation to sales. Ask yourself these questions about the information you've just read: Do more listening than talking. You should be listening for information about the client's systems, beliefs, and buying patterns—not for opportunities to sell. • How does this sales model differ from my current method? • What new beliefs would I need to accept to adopt this approach? • How might this change improve my sales, help my buyers decide more quickly, and make me a trusted consultant? • How will I recognize a change in my clients' attitude and relationship with me? • How do I currently listen to my clients, and what do I listen for? • What else would I need to know to practice listening for attitudes, beliefs, and status quo, instead of looking for openings to sell? • What could happen differently in my interactions with customers if I were to use this approach, and how might that impact me professionally? Taking the time to explore the answers to these questions will give you greater insight into your client's journey—an insight that can transform your business by helping you more skillfully navigate the buying and selling process. Linda Ruberto, LMP, LE, is an eyebrow designer, spa service provider, and owner of Star Brows in central California. She has worked in the health, beauty, and wellness industry since 1975 and has extensive entrepreneurial experience, both as a sole proprietor and in a corporate setting. She can be reached at linda@starbrows.com, or visit her blog at http://starbrows.com/blog. Get connected to your peers @ www.skincareprofessionals.com 25