Having just returned from working with Eminence in North Carolina I can see the retail challenges are no different in the USA than in the UK – therapists, or aestheticians as they’re known, are convinced they’ll be seen as pushy so are afraid to introduce homecare products to their clients.
One of the best aestheticians I met had a fantastic attitude, so no surprise that their retail sales and repeat bookings were phenomenal. They were just so naturally enthusiastic about what they were doing. The passion they felt for the treatments and the products was totally infectious.
When I reflected upon the whole thing I could see it was their attitude that had set them apart from every other professional I met during the training. They were brilliant at using positive verbs to describe what they were going to do, what I call ‘super word pictures’ during our retail training workshops.
And they totally owned the results. What do I mean by this? Sure they described the procedure, but they did so using brilliantly simple but highly descriptive words. I was in no doubt about what results to expect when they explained “I’m going to use products and massage techniques that will tighten & lift the skin”.
This descriptive commentary was interspersed with “you’re going to love this” “this will leave you looking amazing” and finally “your skin is so going to thank you for this” words and phrases which left me confident about the outcome. There was an authenticity which generated huge confidence in not only their abilities but also the products being used.
I urge you to consider using more descriptive words when communicating with your clients, whether this is introducing treatment procedures or homecare products but especially when telling the client what you can do – you’re the best, most amazing therapist not a secret agent!
You are also the most unique aspect of your business, something we often forget or take for granted. However, if the salon down the road does the same kind of treatments as well as you do and they describe at the end of each procedure “what I have done to improve your skin tone/ in-growing hairs/ muscular tension/nail condition (delete as appropriate)" you have to communicate why you’re amazing and clients will become raving fans and your appointment book will be full.
A final point, which I think is so clever and I spotted being used by the best US retailers was to create scarcity. During a much needed retail fix in a well known cosmetic store I received excellent advice about lipstick colours, decided to buy one and was met with the cleverest reply ever - “I’m just going to check on the stock of this. I know we sell out real quick, so I sure hope we have one for you.”
It had the most amazing affect on my senses – heightened urgency, panic, fear and finally relief when she came back with product in hand. I couldn’t wait to pay for it!!
Some food for thought here I hope. I’ll write more about the US experience in next month’s newsletter. Please also let me have your comments, feedback and experiences, I’d love to incorporate them into future additions.
Happy retailing!
Angela |
