lizmckeonwrites selling out on sales? LizMcKeon explains why sales people fail to close!
The day of the single, once- off treatment is over. Professional Beauty Therapists must recognise that selling is an integral part of delivering excellent treatments.
Encourage your staff to start suggesting a programme of in-salon services for clients. This means prescribing a series of treatments over several weeks or months, depending on the client’s individual needs.We need to tell our clients when and how often we need to see them in order to get the best possible results. The programme can include a range of different treatments to achieve the desired result and all salon treatments need to be supported with homecare.
As a professional ‘mystery client shopper’, here are my top seven reasons why sales are lost in salons:
1. Failing to form a relationship of trust and mutual respect with the client It is critical to show the client that they are a valuable resource to your salon, that you fully understand their concerns and that your main objective is not to sell them products or services, but instead, you are there to provide solutions that resolve their problems.
The key is to ask as many questions as necessary to understand the client’s needs - remember, success in sales comes from fulfilling needs!
2. Failing to adapt selling style to the style of the buyer People buy from people. Statistics have shown that the main impact on a client’s decision to buy is based on their personal interaction with the salesperson. The salon, its reputation, skin care brand and price score significantly lower. Learn about the different buying personalities and adjust yours to match theirs.
3.Trying to oversell the service and product to the client Clients hate to be sold to, but they love to buy. The easy path to closing sales is one in which the client asks to buy! You get to this point when you’ve established your expertise and credibility, have established trust between yourself and the client, you fully understand their needs and have provided a solution that meets those needs. Then, the close is just a natural progression of your successful sales process.
4. Not asking for the sale If the client doesn’t ask to buy, then you need to ask for the sale. One of the reasons therapists don’t ask is due to the fear of failure, but failure to close the sale is a natural part of the sales process - you won’t win them all, but you can at least ask, and thereby, increase your chances.
Asking the client if they are satisfied with your solution to their concerns and asking them if they are willing to make a purchase or booking gives you the opportunity to uncover objections that you can quickly solve on the spot, giving you another chance at closing the sale.
5. Failing to get the client emotionally involved Clients buy on emotion and then justify it with logic. Once you have uncovered the client’s needs and concerns, you need to keep asking the questions to uncover their emotional reason for buying. Now you have the client emotionally vested in finding a solution and you can use this information to change your sales approach.
6. Failing to invest in an effective Sales Training Programme Without hiring, training and keeping the right sales people, your salon sales goals will fail.
Hiring the wrong therapists will not only prevent you from reaching your goals, but it can have a disastrous effect on your salon. The wrong people will disturb team chemistry, diminish team performance and attitudes, set a negative precedent, affect the experiences of your clients and ultimately cost you a lot more money than the value the employee brings.
Sales training must be on-going in order to be effective. The training must focus on the entire sales process, must be monitored and adjusted for maximum effectiveness. This is an investment that will lead to higher closing rates and more profits. Salons that invest in on- going sales training also have higher staff morale, higher employee retention rates and employees are more productive with increased sales and full columns of satisfied clients.
7. Failing to prepare Preparation is an all-important factor towards achieving a high degree of success. Being prepared will give you the knowledge and confidence to tackle each sale in a more professional and detailed manner.
In order to prepare, just ask yourself the following questions: • Am I prepared? • Do I know my client’s needs? • Am I clear in my language? • Do I talk features and benefits? • Do I have the answers to my client’s objections?
• Do I know enough about the product or service?
• Do I know when to close the sale? • Am I persistent?
Remember, selling, day in, day out, is the most important but underestimated element in running a successful salon.
Liz McKeon is a successful Business Coach and Trainer, specialising in the Beauty Industry. For information about
Consultancy Services or Business Training Courses check out
www.lizmckeon.com or telephone 00353 86 386 1243.
GUILD NEWS 67
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