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Are You Selling or Educating?

Callie Lushina September 2011 issue of Skin Inc. magazine

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Most clients know the drill. When they come in for a skin care service, they are savvy enough to expect the standard product promotions, gift-with-purchase offers or discounts. But over time, these sales tactics can become background noise, blending in to the everyday sales they’ve been programmed to expect.

So how can you promote retail sales while differentiating yourself from the pack? Clients expect you to sell to them, but when you educate them, you’ll open a whole new world of opportunities to grow your retail sales by strengthening client loyalty. Here are four easy ways to increase retail through education.

1. Maximize your built-in resources

In this day and age of 24/7 media messages, your clients are constantly hit with information from countless sources about skin care, wellness and beauty. But one person is face to face with them—their esthetician. Your staff is an invaluable team of built-in resources that clients can trust for accurate advice and information.

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