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10 Things That Halt Retail Sales

By: Deedee Crossett
Posted: January 30, 2013, from the February 2013 issue of Skin Inc. magazine.

All skin care professionals want to increase retail sales. Use the following 10 reasons why clients don’t buy products to develop strategies to overcome them. Facebook your “10 Things” success stories at www.facebook.com/SkinInc ... right now!

1. No one asked. Suggest products and services to your clients. It’s that simple.

2. Museum display shelves. If the display is too perfect, clients will not want to ruin it. Instead, line the products up to the front of the shelf. When retail shelves are full and products are pulled forward, it encourages people to buy.

3. Mystery price. Make it easy for clients to determine the cost of a retail product or treatment without asking. On your menu: “Our eye relief treatment is an additional $20. It reduces the appearance of fine lines and puffiness, and it also includes a customized massage to help decrease stress.” On the shelf: Price labels can be displayed next to the product or near the bar code on the product itself.

4. Retail is untouchable. Make the product available to be touched, smelled and sampled. This is not a Cartier necklace; locking up the product makes it appear unavailable.

5. Dirty, unorganized shelves. Dirty product looks outdated and is not attractive. Dust the shelves regularly; remove old packaging and pull broken product off the shelves. Also, keep similar retail products together.

6. Poor lighting. Lighting should be bright and crisp. Light should be focused where clients’ eyes will focus.

7. Always sold out. Top-selling products should always be in stock; in fact, they should be twice your regular inventory.

8. It’s boring. Promotions should be fresh. If your clients are coming in once a month, then your displays should change once a month. When Valentine’s Day is over, it’s over.

9. Pushy salespeople. Work to solve the clients’ concerns and build trust instead of just “pushing” product. A perfect response to a client experiencing breakouts on her jawline is: “Breakouts on your jawline can sometimes be hormonal. I suggest you use ABC Spot Treatment. The salicylic acid is antibacterial and anti-inflammatory, and it will help prevent and heal your breakouts.”

10. Poor customer service. Consumers like to spend money with people who are nice to them. Treat your clients with insanely great customer service, and they will not only purchase retail, but also return for a future service and refer their friends.

Founder and owner of the San Francisco Institute of Esthetics and Cosmetology since 2002, Deedee Crossett is an industry pioneer for raising the bar of undergraduate education for cosmetologists and estheticians. She can be reached at www.facebook.com/deedee.crossett and Twitter @DeedeeCrossett #10things.