"How Do I Sell Retail Products Without Feeling Too Pushy?"
As an esthetician, you’re passionate about helping your clients achieve healthy, glowing skin. While providing exceptional services is your primary focus, offering retail products can enhance your clients' results and boost your income. However, many estheticians struggle with selling products because they don't want to come across as pushy or salesy.
The good news is that selling retail products doesn’t have to be awkward or uncomfortable. With the right approach, you can naturally integrate product recommendations into your services and provide added value to your clients. In this blog post, we’ll explore effective strategies to help you sell with confidence and ease.
1. Believe in the Products You Sell
The first step to selling products comfortably is genuinely believing in their effectiveness.
Example: If you've seen remarkable results using a particular moisturizer on your own skin or witnessed improvements in your clients' skin after they started using it, sharing these experiences authentically can be incredibly persuasive.
Tips:
Use the products yourself to understand their benefits fully.
Choose brands that align with your professional values and standards.
Stay informed about product ingredients and how they work.
2. Educate, Don’t Sell
Shift your mindset from selling to educating. Your clients trust your expertise, and by providing knowledgeable recommendations, you position yourself as a trusted advisor rather than a salesperson.
Example: During a facial, you might notice that a client has dry patches. Explain what causes dryness and suggest a hydrating serum that can help, detailing how and when to use it for optimal results.
Tips:
Discuss the client’s skincare routine and identify gaps where products can help.
Share information about how specific products address particular skin concerns.
Provide written recommendations or brochures for clients to review at their leisure.
3. Integrate Product Recommendations into Treatments
Incorporate product discussions seamlessly into your services by demonstrating and explaining products as you use them during treatments.
Example: While applying a calming mask, mention how it reduces redness and soothes irritation, and suggest that using it weekly at home can prolong the benefits of their treatment.
Tips:
Talk about each product’s benefits as you apply them.
Encourage clients to feel and smell the products to engage their senses.
Offer samples for clients to try at home, increasing the likelihood they'll purchase the full-size product.
4. Personalize Your Recommendations
Tailor your product suggestions to each client’s unique needs and preferences. Personalized advice shows that you care about their individual concerns and are not just trying to make a sale.
Example: If a client mentions they have sensitive skin and are concerned about aging, recommend a gentle, fragrance-free antioxidant serum specifically formulated for sensitive skin types.
Tips:
Ask questions about their skin concerns, lifestyle, and current routine.
Keep detailed notes on client preferences and past purchases.
Follow up on previous recommendations to see how the products worked for them.
5. Create Bundles and Promotions
Offer product bundles or special promotions that provide value and make purchasing more enticing.
Example: Put together a "Summer Skincare Survival Kit" that includes a sunscreen, hydrating mist, and light moisturizer at a discounted package price.
Tips:
Highlight how the bundled products work together to enhance results.
Offer limited-time promotions to create a sense of urgency.
Reward loyal clients with exclusive deals or discounts.
6. Use Visual Merchandising Effectively
An inviting and well-organized retail display can naturally draw clients' attention to the products you offer.
Example: Arrange products neatly on shelves with clear signage explaining their benefits. Include before-and-after photos or testimonials to showcase effectiveness.
Tips:
Keep the display area clean, well-lit, and easy to navigate.
Rotate featured products regularly to keep the display fresh.
Place products relevant to seasonal concerns (e.g., SPF in summer) prominently.
7. Share Success Stories and Testimonials
Sharing real-life success stories can build credibility and trust in the products you recommend.
Example: Tell a story about a client who struggled with acne and saw significant improvement after using a specific cleanser and treatment gel you recommended.
Tips:
Collect and share testimonials (with permission) from satisfied clients.
Use social media to showcase product successes and client feedback.
Encourage clients to share their experiences and results.
8. Practice Active Listening
Listen attentively to your clients' concerns and desires. This shows empathy and allows you to offer solutions that truly meet their needs.
Example: If a client expresses frustration about oily skin leading to frequent breakouts, acknowledge their feelings and suggest a lightweight, oil-free moisturizer that balances skin without clogging pores.
Tips:
Give clients your full attention during consultations and treatments.
Repeat back what you've heard to confirm understanding.
Address objections or hesitations by providing reassurance and information.
9. Be Confident and Authentic
Confidence in your recommendations comes from knowledge and experience. When you communicate authentically, clients are more likely to trust and act on your suggestions.
Example: Confidently explain how incorporating a night cream into their routine can accelerate their skincare goals, sharing your personal experience or professional observations.
Tips:
Continuously educate yourself on new products and skincare advancements.
Speak from personal experience and professional expertise.
Avoid aggressive sales tactics; instead, focus on sincere, helpful communication.
10. Follow Up and Provide Ongoing Support
Maintain relationships by following up on product recommendations and being available for questions and support.
Example: A week after a client purchases a new exfoliator, send a quick message asking how they're finding it and if they have any questions about its use.
Tips:
Schedule follow-up appointments or check-ins to monitor progress.
Create a newsletter with skincare tips and product highlights.
Encourage clients to reach out with any concerns or feedback.
