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Follow Up—Your Key to Boosting Sales
By: Lyn Ross
Posted: June 29, 2012, from the July 2012 issue of Skin Inc. magazine.
Aside from impulse buys or necessary purchases, sales typically take place over a period of time and through a series of steps. The majority of clients are cost-conscious, especially during the current economic climate. They look for value before they make significant purchases. During the first meeting with potential skin care clients, find out what they want and what results they are seeking, and then make recommendations for their skin care goals based on your assessments during the first appointment. It is important not to bombard clients—especially first-time clients—with too much all at once. Keep a record of your assessment of their skin, what concerns they discussed with you and their comments after their treatment. This information will be very important when it comes to following up.
Follow up with your clients to encourage them and remind them to comply with their goals. This practice demonstrates your determination to build relationships with them, and most significant sales are the end-result of a relationship. Your best clients stay with you due to consistent follow up. Following are some reasons skin care professionals may be hesitant to follow up.
1. You don’t want to seem pushy. It may be true that following up too frequently will come across as being pushy. However, very few people ever come close to crossing this line. A weekly call is more than enough to keep in touch, providing you make sure the call is short and to the point. Don’t waste your client’s time by droning on and on. Also, if possible, provide some additional value by offering tips during your follow-up call.
2. You forget. It’s easy to forget considering how busy you are. You may have every intention of calling your client, but you get caught up in your business. This is a common dilemma, but one that can be avoided by treating the follow up like a scheduled appointment. Keep an appointment book just for your follow-up calls or e-mails. After a client’s treatment, schedule in a follow-up time along with notes about their treatment and skin concerns to be sure you don’t forget to call, and remember what to discuss with them when you do.
3. You make false assumptions. When someone doesn’t immediately return your phone call or e-mail message, you may assume the worst, even if this assumption is not verified. A lack of response can often be attributed to the fact that the other person is just too busy to respond or does not have an answer for you. It does not mean that they are not interested in your products and services. Continue to try and make contact with your client in a timely fashion.