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The Key to Successful Selling--Become a Priority

Nathan Jamail December 2011 issue of Skin Inc. magazine

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"The customers love our products and services, and they want to buy from us, but right now they are handling some higher priority situations. However I am sure right after that they are definitely going to buy from us!” If you constantly hear yourself or one of your spa team members making this statement, and find that the clients still have not purchased after several months, you need to understand something: You are not a priority to the customers and need to become one. If your skin care products or services help clients, they like them, they want them—then why would they not be a top priority?

The answer is simple. Your skin care products and services cannot become a client’s No. 1 priority until you understand the customers’ priorities. There are several things you can do to move buying your skin care products or services up on the customers’ priority list without having to offer a financial incentive or limited-time offer.

Avoid the limited-time offer

Many organizations create a sense of urgency or move up their customers’ priority lists by trying to offer a financial incentive or a limited-time offer. This works in many retail environments, which is why retailers have weekly specials and advertisements in newspapers, but what about retail sales that are not based on a weekly special? Selling on price alone devalues the product; it is about selling the value and the benefit, not the price alone. The difference is found when you start to focus on becoming a priority to clients. When you focus on the priority in the beginning by asking the right questions, you are able to influence the clients to buy now without resorting to desperate tactics. The question is: How can you get clients to view your skin care products and services as priorities?

Become a priority

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