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Value--What Your Clients Really Want

September 2012 issue of Skin Inc. magazine

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How many times do you hear: “Clients only care about the price?” However, price is only an issue when it is presented as the only benefit—or primary benefit—of a skin care treatment or product. If a skin care facility wants to increase sales and margins, it needs to teach its team how to establish real value and, once this is taught, the spa team needs to practice doing it over and over again. The difference between amateurs and professionals is that professionals practice their skills; they don’t just play the game. The key to overcoming price is not a scripted catchy phrase; rather, it is learning how to create a real value partnership and, in order to do that, practice is crucial.

Identifying client values

Selling value is more than making statements such as, “We offer great customer service,” “We have experience and expertise,” or “Our people make the difference.” When asked about the value offered, these are the most common answers given. This is no different than a person going on a job interview and telling the interviewer that he should hire her because she is a self-starter, team player, people person, motivated and loyal. All of these answers are generic and do not differentiate you from the next person.

Value is determined by the prospect. To determine what the client perceives as value, spa professionals must ask a prospective client purposeful questions. The more you learn and understand, the more likely you will be able to establish value for that client. Although many skin care professionals know this, very few truly implement it. Too many flood a client with information about what they have to offer without knowing whether or not what they are saying will be of value to a client. It cannot be emphasized enough: Ask questions first before explaining the value you bring.

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