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Staying Alive in Skin Care

By: Joe Contorno
Posted: December 1, 2011, from the December 2011 issue of Skin Inc. magazine.

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5. Become part of the Parent Teacher Association (PTA) fundraising campaigns for local schools. Give a part of your proceeds during a month to the local PTA or school. Get them to promote the event. Be generous, make appointments necessary and make sure you obtain information in your database about the new clients.

6. Work with your suppliers to put on a product day. Ask the supplier representative to host a station, provide education, and give samples and discounts. Work the deal so they bring in product, and only charge you for what you sell, so you can return the rest.

7. Provide a discount for a basic service people will want. There are some basic ways to maximize the value of a discount: Be prepared with an up-sell offer; enroll people in your loyalty program; and make the discount a social event, such as girl’s day out, or his and hers to generate buzz.

8. Get to know your existing clients. Keep in constant contact with them via mail, phone and e-mail, and offer them a repeat customer discount. You want to get them to come in often to enjoy your service, and build their loyalty.

Joseph Contorno started in the industry in 1992 when he and his wife, Elaine Linker, founded DDF. In 2007 DDF was sold, and he then worked as an industry consultant. Contorno is now CEO of Christina USA, the importer/distributor of the brand to North America.