January 2011:Facing Pages 14/12/10 13:12 Page 40
jane iredalewrites
have fun
Have fun with the relationship. Do a three minute make-up application while she is having her hair or nails done. She will feel like a million dollars. Or do a split face application. I like to do it to show the coverage and I also like to do it when she’s asking me what’s the difference between my make-up and someone else’s. There’s nothing like feeling it so I put my make-up on one side and the brand she is using on the other and then she can decide. This helps you build another key component of your relationship, credibility.
display your achievements
Credibility can be built or destroyed in so many ways.You work hard to build credibility by the results you achieve with your
clients.As her skin, hair, nails improve, so does her estimation of you but back that up with displaying how hard you have to work to stay on top of what’s new in the industry. For example you could frame your certificates and display them on the wall, or talk about recent classes you have attended or the interesting new ingredient you have
discovered.Anything that shows her you are continuing to educate yourself.
keep it clean
One of my favourite ways to build credibility is through hygiene. The more careful you are about it the more your credibility will increase. The number one complaint that consumers have about buying make-up is dirty make-up stations. Imagine how you rise in her esteem when everything is spotless, you religiously use disposables and you show her you have her interest at heart. Don’t minimise the importance of this when it comes to sales.You must be seen as the expert you are so that when you make recommendations your client takes them seriously.
show you care
I know a Spa consultant who says that if you allow clients to leave without asking them what products they use at home and why, you are sending them a signal that you don’t care. I know that is the last thing you want your clients to think because it just isn’t true, but it makes sense when you think about the fact that you see your client maybe once every five to six weeks. That’s an awful lot of nights and mornings when she’s on her own guessing about what to put on her skin. Studies have shown that 75 percent of Spa clients go somewhere else to buy their products simply because they weren’t asked one simple question. “What products would you like to take home with you today?”
We are in this industry because we want to make a difference, because we think about ourselves as healers. Remember, selling is healing if it’s in the client’s best interest.
Jane Iredale is a make-up artist and founder of Jane IredaleMineral Cosmetics. For more information telephone 0208 450 7997 quoting Guild News.
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