Selling retail is hard for some estheticians. I know in the beginning stages of my business, I found it difficult. I felt awkward asking my clients to spend more money. But then my perspective changed. As soon as I started really viewing homecare as an extension of the service provided, all the ick vanished. We know as estheticians that 80% of results come from consistent homecare use, so it just makes sense that homecare should be a non-negotiable.
Retail is also an important part of our income. In general Our profits are directly tied to the amount of time we spend in the treatment room. Selling retail takes some of that pressure off, and once you have a client hooked, the sale becomes passive income.
If you struggle with selling retail, this blog is for you. Here are 5 tips to increasing your retail sales:
1. Master the Product Knowledge
The first step to selling any product is to know it inside and out. Spend time learning about the ingredients, benefits, and usage of each item you stock. When you know the product like the back of your hand you'll be able to convey your passion. Your clients will feel it, ultimately leading your client to feel confident in your recommendation.
- Example: If you're selling a new brightening serum, be prepared to explain how its tranexamic acid content can help brighten and moisturize the skin. Share personal anecdotes or client success stories to make the product relatable.
2. Create an Inviting Display
Your product displays should be eye-catching and inviting. Think of it as setting the stage for a show—everything needs to look perfect and (my opinion) not behind glass doors.
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Tips:
- Use well-lit shelves and clear signage.
- Group products by type or benefit.
- Keep the display neat and regularly refreshed to feature new or seasonal items.
3. Leverage Social Proof
People trust other people. Use this to your advantage by showcasing testimonials and before-and-after photos.
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Action Steps:
- Encourage happy clients to leave reviews.
- Share their success stories on your social media and website
- Display before-and-after photos (with permission) to demonstrate the effectiveness of your products.
4. Offer Samples
Let customers experience your products firsthand. Samples can entice them to make a purchase. It will also save you the headache of dealing with returns.
5. Follow Up
There's so much power in the follow up. When we check in with our clients it strengthens our relationship. They feel like they're cared for, and who doesn't want to feel that way? Contact your clients a week or two after a first time purchase to see how they're liking the product. This could lead into another product suggestion/purchase or as I said above, strengthen your relationship which leads to a repeat loyal client.
See you in the treatment room!
