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Simple Guidelines for Increasing Retail Sales

By: Tracy F. Wray
Posted: February 28, 2012, from the March 2012 issue of Skin Inc. magazine.

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Lastly, never be afraid of hearing the word “no.” If you educate your clients and answer all of their questions, they often will see the importance and value of your products, and will make a purchase. However, some may not be interested. This is something that should not ruin your day. It is your duty as a skin care professional to do your very best for your clients, and make sure they are properly educated so they can see the best results. Whether or not they choose to purchase is entirely up to them.

Always gather the products that you’ve recommended and, when you’ve finished their treatment, review the products with your clients. Never ask if they would like to take any products home; ask which of the products they would like to take home. If they do choose to hold off on a purchase, inform them that you will keep a record of the products you’ve recommended in case they would like to purchase them in the future.

Following these few simple rules will increase your retail sales substantially and, ultimately, will make you a better skin care professional. You will not only see more cash in your pocket, but you will see more repeat clients, as well.

Tracy F. Wray is a licensed esthetician, marketing expert, author and entrepreneur with more than 10 years of experience working in the beauty industry. She currently resides in Miami, where she holds the position of director of sales and marketing for a leading cosmetics and chemical manufacturer. Wray can be reached at 630-297-1611 or at