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Upgrade to Increased Service and Retail Profits

Maritza Rodriguez and Dawn MacLellan May 2013 issue of Skin Inc. magazine

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Typically, high commission structures and minimal retail sales limit profits, so upgrading services and improving retail sales is key. To increase revenue, encourage staff to upgrade services and require service providers to recommend home care solutions following each treatment. Give the team goals, and explain expectations thoroughly. Post daily results to allow management and service providers to track results. Following are tips to successful upgrading and retail profits.

1. Upgrading equals greater profits. Offer a wide range of professional and retail products in your product line to enable upgrading and customized home care regimens—in-demand polypeptides and high-performing ampoules are easy to recommend and make excellent upgrades. As you develop or reassess your menu, be sure that there is an opportunity to enhance each service offered. For example, if a client who schedules a basic facial learns after an evaluation/consultation with a skin care professional that there is a specific concern, such as redness, sensitivity or aging skin issues, a professional service alternative needs to be readily available for her.

2. Condition-driven … solution-minded. Home care recommendations and service upgrade training is mandatory. Although selling is often perceived as outside a skin care professional’s comfort zone or area of expertise, in order to build a team of expert recommenders, offer consistent training to ensure ongoing success. Ask your product line rep to assist you. Service providers must understand that they are not “selling.” Instead, they are recommending expert solutions to address specific conditions or concerns. The client relies on them to provide the appropriate treatment, as well as lasting results through a suitable and solution-minded home-care regimen.

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