Sign in

Studying Sales Skills

Ellen Clark August 2011 issue of Skin Inc. magazine

Excerpt Only This is a shortened version or summary of the article you requested. To view the complete article, please log in or create an account. Registration is Free!

To sustain your facility’s growth and to ensure profitability, sales training must be an ongoing part of your management team’s effort. There is a tendency to assume that team members know more than they do, and that product knowledge offered by visiting supplier reps qualifies as sales training. Nothing could be farther from the truth.

Polish your skills

Teaching your team how to become more skilled at selling is your job and can be a challenge if you or your facility’s manager lack the experience. Products typically do not sell themselves. Even if you are proud of your staff members’ retail numbers, you shouldn’t get too comfortable. For the remainder of 2011, be sure to budget time to find new ways to motivate and educate your team in order to increase sales.

Sometimes it is as simple as going back to the basics practiced when you started your business, and then polishing up your skills. Below are five essential sales skills that are necessary for your team members to practice. Cover each one in your next team meeting, even if it is just you and your receptionist.

  1. Pay attention. Help team members identify polite, smooth phrases that can be used to engage clients and bring their attention to new products or treatments. Practice role playing and help your team memorize the top phrases.
  2. Show interest. Spend ample time asking thoughtful questions that stimulate responses from clients in order to pinpoint their needs. Open-ended questions are necessary; practice these in your staff meetings. Even if team members believe they currently ask good questions, come up with more.
  3. Give your presentation. Once you listen to clients’ answers and understand their needs, be prepared to communicate recommendations with conviction. Remember, clients want to be listened to and understood. If product or service recommendations do not meet the clients’ needs, concerns and objectives, they may tune you out and determine that you do not really understand them. If you are still not sure what they need, ask more questions.
  4. Do not oversell. Some businesses tend to oversell their solutions, and this can lead to client skepticism. Do not oversell your facility’s offerings; instead, communicate the skin care solutions in a way that compels clients to want your upgrade, facial treatment series or retail products immediately.
  5. Learn the art of the close. This refers to gauging the client’s receptiveness to buying. Both trial closes, which consist of opinion-asking questions, and order closes, which seek a commitment from the client, are important to learn how to do.

Excerpt Only This is a shortened version or summary of the article you requested. To view the complete article, please log in or create an account. Registration is Free!

Related Content



Welcome to the new!

Delivering the best information on the spa, skin care and wellness industry is our passion, and we’ve worked hard to design a powerful new website that incorporates cutting-edge technology to bring you:

  • Mobile-friendly Design
  • Integrated Sample Request
  • Refreshed Look and Feel
  • Dynamic Content
  • Free Registration

Mobile-friendly Design

Providing a unified experience from mobile to desktop, responsive design allows you to access Skin Inc. content from any device, whether you’re in the treatment room, at home or on the go!

Integrated Sample Request

Visit Featured Product pages to quickly and easily identify new suppliers and request product samples and information.

Dynamic Content

Articles are now linked with relevant products so you can find the products and treatments you need to provide the best results for your clients.

Free Registration

Create your user account to gain unlimited access to Skin Inc.’s unparalleled content.

Enjoy the New!

Thank you for joining the Skin Inc. community of passionate skin care professionals. We look forward to providing you the best information to enhance your career!