Brush up on Selling techniques)

[Nataliya]

CORRECT SELLING TECHNIQUES​

Selling skills will help to sell retail products on the back of the service or continuing course of therapy to ensure future income. A client who just paid for treatment should be a happy one and likely to be booking their next appointment and perhaps purchasing retail. That is why it is very important to ask client whether they want to book another appointment and recommend them when they should come back. Most Salon software systems ask you at POS if you would like to book another appointment.

Selling products to client links the treatment to the products. It allows and encourages clients to continue treating themselves at home, between consultations, this helps to maintain their interest in the treatment and makes
repeat sessions more likely.

By selling retail products in the salon we can generate extra revenue for business without taking up valuable consultation time and treatment rooms. The sale can often take place when the client is in for treatment and it is a useful bridge to the subject of booking and repeat appointments. Once again, at point of sale every client should be asked if she would like to book a follow-up appointment and a card should be given to remind them.

Good displays of attractively packaged retail products can also improve the presentation and appearance of the salon. As well as providing easy extra revenue at an excellent profit margin, retail sales offer an excellent opportunity to create sales incentives for staff.

Everything needs to have an appropriate environment to work properly as well as selling.

Good selling environment:

• Staff smartly and appropriately dressed
• Salon clean and tidy
• Staff aware of the details and costs of services we sell
• Staff aware of all the details and costs of retail that we sell
• Products available in stock, if not testers taken out of display to avoid customers disappointment if policy doesn’t allow testers to be taken off display if out of stock, make sure that staff knows and can confidently sell an alternative.

In order to sell products well we and salon need to provide a good selling environment.
Many of these points relate to professionalism and competence. Clients will trust and buy from someone who looks smart and professional, knows the products they sell and can close the sale there and then by having stock or knowing how to make the booking.

Improving your selling skills:​

• Address areas of professionalism that you identified as needing improvement.
• Polish up your product knowledge on both retail products and services.
• Make sure you remember clients name from the moment you meet them at the waiting area up until the point of sale checkout.

Once you appear professional and know your products then check to make sure that you’re following the basic principles of selling:

• Never prejudge clients requirements
• Maintain eye contact with client
• Use good communication skills
• Show enthusiasm to products,services and clients interests
• Identify clients needs
• Sell the product that suits client not you
• Offer a choice if available ( eg. cheaper or dearer)
• Be positive but not pushy
• Smile but appear confident not flippant
• Thank the client.

Remember the aim is that the client should feel that they have made their own decision with your support and help. They should feel that they have chosen to buy a product, not that they been tricked into being sold something in this way. They will be more satisfied and confident in their choice and more likely to make repeat visits or purchases.

• Selling skills will help you to sell retail products or courses of treatments to ensure future income
• Be professional and know your products
• Provide a good selling environment
• Help the client to buy the right product for them

• Listen to the client, what she says, by asking questions and showing your interest to help
• Call client by name
• Create special relationship with that particular client on the day to show them that they are special to you
• Understand client’s body language (eg. Wide pupils – “I except”; touching ear or scratching face – “I heard enough”)
• Identify client’s needs and help the client to make decision about the product
• Good product knowledge is essential. Client need to be positive that you are professional and really want to help them, rather than just sell them a product.
• It is essential to know all advantages and disadvantages of the product, so it could suit individual needs of the particular client.
• Be able to identify and promote the alternative if the product wanted is out of stock
• Have positive attitude, show self-confidence and enthusiasm.

EXAMPLES OF BAD SELLING TECHNIQUES​

·[FONT=&quot] [/FONT]Talk all the time, not giving chance to express client’s point of view
·[FONT=&quot] [/FONT]Not listen to the client
·[FONT=&quot] [/FONT]Interrupt client, but never allow the client to interrupt you, which means that you are actually loosing the opportunity of getting additional information about the client.
·[FONT=&quot] [/FONT]Insisting on buying the product all the way through the treatment
·[FONT=&quot] [/FONT]Never say “it is cheaper here”
·[FONT=&quot] [/FONT]Use too much professional terminology. Make it easy to understand for your client.


Copyright - Nataliya Onyshchenko, 2007

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