To take the fear out of retailing, estheticians must accept that it is our professional duty to recommend products to our client. Clients seek you out to improve their skin. Why would you be afraid to provide for what they are asking you?
When you take a professional approach from the beginning you will feel more secure in recommending products than if you wait until the client has money in hand at the cash register. The first step is to begin with a consultation for every client. Use a Skin Analysis Chart. Record a client’s current skin care regime, their habits, past treatments, their sun habits, and most importantly their expectations. The more you know about a client, the better you are able to treat those clients and consequently achieve better results. You should keep these charts on file so that you can review and update your client’s progress every time they return.
Next, is the Diagnosis step. Analyze your client’s skin under a magnifying glass to help you see the formation of lines and blackheads. I recommend using a woods lamp in your salon also. It will enable you to analyze the skin more comprehensively. You are able to clearly see solar and chemical damage as well as hyper or hypopigmentation. It also encourages your client to treat their skin more seriously when they are able to see the damage.
One mistake estheticians make when analyzing the skin is diagnosing what we know is the problem area from years of study and experience. I always give my client a mirror and ask them to point out what it is they are concerned about. You may see congestion and a need for extraction while the client is worried about the formation of lines. Let him or her point out what they perceive as problem areas and then you point out what your trained eye also sees as problem areas. The only way to send a client home satisfied is to correct the problem that brought them to you in the first place.
On a side note, the diagnosis process is a fabulous procedure that can be pulled out of the facial room to a more visible area in the salon. When you offer free skin analysis to hair clients or to potential consumers in a high traffic area, you get to establish yourself as a trained expert and create awareness for what you can do for your clients.
Finally, after the treatment comes the recommendation period. Again, pull out the mirror and show your clients the visible improvements in the problem areas that were identified during the diagnosis step. Then recommend the products that will further aid your client’s improvement. Put the product in their hand. Use a tester to show the client how to use the product and tell them how often. When you prescribe with confidence your client will trust your expertise.
Always make a note of what you recommended and what they purchased on the skin analysis chart. On their next visit you can ask how the product worked for them and tweak their regime if need be. You can also remind your client, for example, that the reason they need another extraction so soon is because they opted not to use the exfoliant you prescribed.
As a business owner, I also recommend you take a look at the retailing atmosphere. Visit other shops and salons for ideas on how to create a boutique atmosphere that is inviting. Look for displays that entice clients to pick up products and tester units that say, “Touch me!” Create shelf-talkers with editorial recommendations from magazines or quotes from celebrities. Any way you make the products more able to sell themselves, the less fear your staff will have in closing the sale. I also recommend that someone is always available in the retail area to help clients choose a product. Educate every one on the staff, including the receptionist.
Do not be afraid to invest in retail. The rewards are not only for your bottom line, but for the quality care of your clients.
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