Issue link: https://www.ahpindiestylist.com/i/1343227
associated-professionals.com 33 Begin with a consultation for every client. Record the person's current home-care regimen, lifestyle habits, and their expectations. The more you know about a client, the better able you will be to achieve effective results. Ask them their concerns, and then concretely address those concerns with product recommendations. Always note what you recommended and what the client purchased. On their next visit, ask 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 confidence, 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. THE CLIENT ALWAYS NEEDS SOMETHING Another common misconception is that there is nothing to retail to clients who receive certain treatments. In fact, everyone on staff should be selling at least one product for each treatment offered. For example, waxing clients need products to prevent ingrown hairs, and who doesn't need shampoo and conditioner? Muscle soaks, bath salts, and body scrubs are great to suggest as follow-ups to body treatment services. Other big-selling items that promote relaxation and complement spa treatments include aromatherapy oils, candles, and room sprays. 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 flow. 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 profits. Don't be reluctant to invest in this important area. With these sales techniques, the products will move and generate greater revenue. Beauty professionals who choose not to retail, or don't know how to do it effectively, are losing money and limiting their growth potential in the process. 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! Research has found that if you sell a client two retail products, there is a 60 percent chance of them returning to the spa or salon.