Stop The Sales Pitch and Start a Conversation.

I am asked by many therapists the best way to recommend products and sell them to clients at the end of their service. 

In this article I will talk about an important change in perspective. That is, you are not selling but educating your clients and that it is not the best time, to do this at the end of a treatment when a client is about to leave.

To be good at recommending and selling products, you need to develop a mindset where you are confident in your knowledge and skill and are enthusiastic to share your expertise with your clients.  This enables them to be more accurately informed and empowered so they can make informed decisions around their needs. See yourself as a guide in this area. You are guiding your clients in the right direction for what is best for them at the time.

For an educational sales system to be effective it must follow specific steps. Follow the steps and you will be successful in selling products. I will outline a sequence that works well for facial clients.

The Steps,

1. It starts with a good greeting on your part. Warm and welcoming with the appropriate amount of enthusiasm.

2. Build some rapport. Find some common ground.

3. Build some trust, this occurs through your presentation, knowledge, and language choice.

4. Ask the right questions. Ask questions that enable you to ascertain why they came in, what they really want and what is important to them.

Cleansing stage in a facial – the client is in your room, and you are about to start a cleanse. This is where you are in the driver’s seat with educating your client. Why may you ask?  It is because you step into the role of therapist here. You start the educational process from here. Yes, at the cleansing phase you are massaging the cleansing product over your clients face whilst you are touching and feeling your clients’ skin. You will now view their complexion under magnification. You will see your client’s skin bare so to speak. 

You can now share your skilled observations about the state of their complexion. You can ask open questions about their home care routine and their products. This is the time where you can start to suggest products or a treatment program and adjustments to their current skincare regime.  

Most importantly at this cleansing phase, as you make your suggestions, you have the opportunity to ask permission and gauge the client’s receptivity. Some ways to ask permission. 

· “How does this sound to you? 

· “Can you see yourself using a serum for your pigmentation?”

·  “Could you do a treatment mask once a week? 

· Today I will focus on A with your complexion is that okay? And on your next appoint I will focus on B, how does this sound to you?

Can you see we are asking permission the whole way through the cleanse. This builds trust with your client as they have input and are included in decision making. 

5. You can now say something along the lines of “I will make some suggestions for your home care at the end of your treatment as I will have seen what is needed to help you correct your skin concern. I will let you know what products I am using on your complexion, but just know you don’t need to respond, unless you would like to, otherwise just continue to relax”.

6. You get to the end of the treatment and as you have already suggested a next appointment and some homecare there will be no surprises and disconnection. You offer to make their next appointment that will focus on xyz. 

7. The conclusion is very important. You can say something along the lines of “I have considered everything you have shared about your lifestyle and budget. How do you feel about using product x to improve xyz? 

I would also recommend using product y to improve xyz.  I have written out a home care plan for you.  (You would have done this while they were getting dressed) 

Note I have asked how you feel?  This allows the client to share what is happening for them and then you can adjust your communication around their feedback. Always offer options.

Once the client has seen her program or improvements for their current home care, they will naturally say what they would like to do? At this point you are wrapping it up and putting the sale through.

If there are any objections you can clarify the reason behind your suggestions and their benefits to educate again. Assure them what you have suggested is easy and straightforward and they will see the results within a few days or weeks. Encourage them with a “Let’s do it” attitude on your part.

Don’t forget, the treatment does not end until the client leaves the building. A genuine farewell is as important as a warm welcome. 

I really hope you find these steps useful. Please keep in mind that this is only a summary of this particular aspect of the optimum time to sell. I go into a lot more detail along with specific exercises in my Business Beauty Mastery program.