THE CONCEPT OF PERSONAL AND RELEVANT
The secret to retailing and recommending treatments lies in the concept of being personal and relevant. Everything you say must be tailored to the individual client and communicated in a way that addresses their specific needs. Think of it as the opposite of throwing spaghetti at the wall!
For example:
“Sandy, remember we talked about tackling your pigmentation next? Now it’s time to introduce Vitamin C into your homecare routine. Vitamin C is a tyrosinase inhibitor. Tyrosinase is the enzyme your skin needs to produce melanin, which causes dark pigmentation. Using Vitamin C will significantly improve your pigmentation and brighten your skin. It also stimulates collagen synthesis, which is especially important for you because estrogen loss through menopause leads to approximately 30% of skin collagen being lost in the first five years after menopause. As a result, skin loses strength and elasticity. As a bonus, Vitamin C also promotes wound healing and is a powerful antioxidant. So, Sandy, Vitamin C is now your new best friend!”
THE SECRET TOÂ RETAILING
Benefit > Cost
If you want to get your product over the counter, you must demonstrate that the benefit the client receives is greater than the money they’ll pay for it.
RESULTS, SOONER
Let’s get clear. Keeping a client loyal is all about getting results quickly, and that can only be achieved by getting as many homecare products from the client's prescription, on their skin, sooner
THE CORE 5 MINIMUM
Benefit > Cost
A single cosmeceutical moisturiser or even serum won’t do much in terms of results, keeping the client coming back time after time. For true results, a client needs to invest in a range of homecare products, each doing its own job whilst working seamlessly, complementing the other products. In my books, the minimum Core 5 is as follows:
Cleanser | Day Serum | Night Serum | Moisturiser | SPF
These are the products I would like to see sold in the first visit of a new client. If all is a stretch, then in the first two visits. The sooner these 5 products are on the skin, the sooner the client will achieve results. Beyond these, more correctors and masks are be added for extraordinary results. This is what secures trust which results in client retention .
BEHAVIOUR
People do what they do... because they can
Because somebody lets them
Because YOU let them
Stop letting them
CREAM Solutions Pty Ltd.
386 Glen Eira Road, Caulfield, Victoria, AUSTRALIA
EMAIL: [email protected]Â
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