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Most beauty professionals have a love-hate relationship with retail. Some see selling retail as being a pushy “salesperson” whereas retail is really rooted in educating clients. This guide challenges your presumptions about retail and details how it benefits your clients and your business.
It is an all too common occurrence in the beauty and wellness industry to hear professionals say they don’t want to be “salesy” or “pushy”. While being aggressive is a turnoff, recommending products that benefit your client’s appearance is far from pushy; it’s great customer service.
Why Retail Is Part Of Customer Service
Your perception is critical when it comes to your comfort level around retailing. If you’ve had a bad sales experience, the last thing you want to do is be a pushy salesperson. Let’s be clear: making recommendations is not being pushy; it’s being a professional in your field and sharing your knowledge with your clients. Isn’t that why they come to you? It’s simply your job to recommend something you believe in, offer options, and let your clients choose.
When talking about products with clients, it’s best to explain what products you are going to use during the consultation, then throughout the service, describe the benefits of using these particular products and the results they can expect when used at home. Use your explanation as a teaching moment while you create and enhance the finished look. Let them know up front your commitment to serving them. After that it’s up to them to make their choice. That’s it! Nothing deceptive, tricky, or pushy here at all.
At the end of the day, we are selling three things to our clients: a commodity, the experience along with it, and our expertise. It begins and ends with your approach. Notice it, shift it if you need to, and stand behind what you sell and the impact it has on the people you serve.
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