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Spotlight on Merchandising and Training

By: Dori Soukup
Posted: May 27, 2011, from the June 2011 issue of Skin Inc. magazine.

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How often do you walk into a store and still hear that phrase? Your answer usually is, “No, thanks.” Yet this silly question is still prevalent. For a team to succeed in engaging clients and to generate sales, it needs training. No one is born a sales expert. Just like in sports, no one is going to win an Olympic medal if hours, weeks, months and years aren’t spent practicing. Yet in the skin care industry, team members are expected to be successful by skipping sales training. Companies cannot survive if they think of sales as a dirty little word. To be successful in retail, your team must be able to effectively communicate with your clients who buy products when they trust, like and see value in what is being presented to them. They buy when they see that your products are going to solve a problem, and when your team members come across as professionals and experts. Spend time training your team on how to approach clients and how to make recommendations. Then, watch your sales soar.

Make incredible strides

An imbalance of more focus on treatment profits and less on retail profits can cause a major loss in revenue potential. By focusing on creative merchandising and team sales training, you will make incredible strides in improving your retail profits.

Dori Soukup is the founder and CEO of InSPAration Management, a firm specializing in spa business development, advanced education and BizTools. During the past 10 years, she has contributed to the success of spa companies worldwide. Soukup is a published author who has been featured in national and international trade publications.