Growing your RETAIL SALES

Selling products in the salon is a necessary part of revenue generation yet it is something that many therapists are reluctant to do. Beauty & business coach Helena van der Vyver of 1nes.p.a provides some useful pointers to increase sales performance

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“To reach your potential you must grow. And to grow, you must be highly intentional about it.”

As beauty therapists, we are mainly taught to perform treatments not to sell products. Some of us also don’t have a ‘sales’ personality, so selling doesn’t come naturally. Others have had uncomfortable responses from clients to their sales efforts and therefore tread lightly when it comes to retail.

We all have an immense potential for sales and I believe that with some guidance, everyone can pursue this.

Lead

We either lead or follow a client. When you lead, you are a step ahead in both thinking and action. It is my observation that many therapists wait for the client to lead them. So, it’s up to you to step into the leading position. Typically, a leader is more qualified and that is certainly the fact with us therapists. We have studied for years and continue to learn all the time. This makes us the experts when it comes to our field and products and so we can advise clients regarding the best options.

50% of your job

We think that when a client books a treatment that that is our 100% focus. I beg to differ, it is only 50% of the focus, the other half is to find solution-orientated or supportive home care products for your client’s needs. They don’t have to buy it, but it is our responsibility to inform them what we have available and why it is beneficial for use.

Repetition

Neuromarketing teaches us that sales really start with the sixth repetition. I therefore always encourage therapists, as their beauty business coach, to continue to educate and recommend on products they believe are best for their clients for six months continuously before they take a breather. It is because we don’t speak out more than 1 to 3 times that we lose out on so many sales closures. Selling is a long game.

"I strongly RECOMMEND that you ROLE-PLAY SELLING 1 TO 2 PRODUCTS with a colleague EVERY MORNING. That way you can BOTH COVER 40 TO 80 PRODUCTS in a month and also LEARN FROM EACH OTHER."

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Responsibilities

As a sales person who is intentional, you have some responsibilities to take seriously.

PREPARE: My one beauty friend always said, ‘Preparation is never wasted’. It will take discipline, but you will reap great benefits when you prepare product sales options for your client the day prior, or before, your shift starts. Look back into her sales history, look at her client card for her skin history, think of the current season, which treatments she will be doing and how her skin responds to this time of the year. Your observations of the skin on the day, as well as the client’s concerns, will confirm your final recommendations. The thing is, if you are prepared then you are more organised, confident and much better at leading the conversation. Funnily enough, clients can also sense when you are prepared and that makes them feel they can trust you.

ON SHELF: There is nothing worse than closing a sale and there is no product available on the shelf. Check the shelves on a daily basis for the products you want to sell, or to see what is available as alternatives. PRICE: For the majority of your clients, price plays a role. Therefore, by knowing the price or having it on hand, you can deal with any objections around the price versus a ‘No!’ on the purchase at the pay point.

KNOWLEDGE: Powerful sales need knowledge. Do you attend annual product and refresher trainings? Do you refer back to your training notes? I strongly recommend that you role-play selling 1 to 2 products with a colleague every morning. That way you can both cover 40 to 80 products in a month and also learn from each other.

LATEST SCIENCE: Our industry evolves continuously with new discoveries, technologies and ingredients. It is crucial that you stay informed on the current trends. Follow beauty businesses on social media and other informative platforms, not only in South Africa, but also other continents.

START WITH: Have a very clear idea how many and which products a client should start with as a minimum. Is it 3, as in a cleanser, serum and SPF?

NEXT LEVEL: Then be clear as to what the next level is, either in terms of additional products or more advanced products. Additional products can be day and night moisturisers, eye cream, neck cream, mask, etc. More advanced products can either be with additional actives in the same brand, or another more advanced brand.

MEASURE TO  MANAGE:  I have seen that what you feel and what the numbers say are often not the same. I have learned from Peter Drucker that we can only manage what we measure. It is crucial that you measure your retail percentage and growth/decline patterns from month to month and year to year and see what you can learn from it, as well as how your efforts impact your growth/decline.

"It is because WE DON’T SPEAK OUT more than 1 TO 3 TIMES to THE CLIENT that we LOSE OUT on so many SALES CLOSURES."

Perspective change

I hear a lot of therapists say they don’t sell much because they don’t want to be pushy. So, I really think a perspective change is in order. Any business opens for a core principle – to offer a solution to a problem. Through our retail products we are offering solutions, help, support, a means to accelerate skin results through daily use, and so much more. As the sales person, it’s an adventure for you. I always say, ‘Put food on the table and if your client is hungry, she will eat. If not, she knows where to find food or to refer her friend who might be hungry’. It works the same with recommending products in sales.

Growing your sales is an adventure and a long game. Be more resilient, patient and enduring when selling. Arm yourself with knowledge and passion. When I was in my 20s, selling retail led to me winning two all-expenses paid trips to Paris. It was one of the best times of my life. Who knows where your selling can lead you to? Enjoy!

Helena van der Vyver has been a beauty business coach for almost 10 years. Her 30 years’ of beauty industry specific experience sets her on the level of ‘Beauty Industry Titan’. Van der Vyver coaches aesthetic doctors, beauty/hair salons, spas, brands as well as non-beauty entrepreneurs, having herself gone through the ranks of beauty therapist, assistant manager, manager, operations manager and entrepreneur. Email info@1nespa.co.za