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Retailing Secrets for the New Marketplace

Ben Johnson, MD November 2013 issue of Skin Inc. magazine
Retailing Secrets for the New Marketplace

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Retail sales should be the bread and butter of most skin care facilities, but it is often the weakest part of the business. There are a variety of styles when it comes to retailing products. Additionally, in today’s world of Internet sales, becoming a strong retailer is necessary simply to stay in line with your competition.

There is a big discrepancy between skin care professionals. There are those who are satisfied with the basics they learn in school and do not expand their knowledge base much beyond that. On the other end of the spectrum are estheticians that thirst for the truth and explore several different approaches, procedures and philosophies, and are often labeled “ingredient junkies.” It is a lot more work to become well-versed on a variety of topics, but it is one of the secrets to retailing success.

Estheticians who know ingredients and understand the physiological aspects of skin conditions are the same ones who experience success in selling retail. They don’t sell, they advise. “These are the products you need,” is much more effective than, “What products would you like to purchase?” Although salesmanship matters, it is easier to make heartfelt, educated recommendations.

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