3 Tips For Retailing In Your Beauty Business

Offering retail in your beauty business is an incredible way to improve your client’s overall experience as well as make more money! If you haven’t started retailing yet, it’s definitely something to consider when growing your biz. However, having retail items available to purchase is only the first step! We must also put on our sales hat in order to make the investment in carrying retail worth it. Being intentional with your sales when carrying retail is important, especially when you have retail items that could expire if they’re not sold within a certain time frame. If this happens, you’re essentially throwing money down the drain instead of bringing extra cash flow into your business. But, if  the thought of sales makes you cringe, it may feel difficult for you to take the initiative to talk about these products during your appointment out of fear of coming across as too “salesy.” With that in mind, let’s discuss three ways you can make retailing easier in your beauty business so sales feels more effortless.

Learn About Pain Points

It’s easier to recommend products to clients when you know more about how you can help them. In order to know how you can help them, you have to learn about what they struggle with, or what their pain points are. Sales can seem overwhelming when you feel like you’re coming across too pushy while talking about the products you’re trying to sell. That’s why it’s more beneficial if you initiate the sales process around the exchange of information. You should be asking questions to learn more about the client’s lifestyle, the reason they’re getting a spray tan, what their skin type is, etc. And in turn, this will give you the knowledge to better recommend a product that you carry that will cater to the specific needs of the client. When you base your recommendations around information you’ve gathered about that unique client’s situation, the recommendation feels more organic and makes sense in the eyes of the client. This will help you feel more comfortable with selling and will help your client be more open to your recommendations. Take initiative to learn about your client’s pain point at the beginning of their appointment during the pre-tan consultation and in natural conversation throughout the appointment. 

Post Appointment Retailing

After every appointment you should make it a point to retail to your client. When retailing you will take all of the information you gained at the beginning of the appointment and apply it to what you recommend when you go over the products you offer as retail items available to your client. It’s helpful to keep consistent in a routine of retailing after every appointment instead of feeling like you’re trying to sneak in a comment about a product recommendation randomly throughout the appointment at a time that “feels right.” At the end of the appointment you’ve already gained some familiarity and rapport with your client, therefore building a level of trust that may not have been there during the pre-tan consultation. Having a schedule and routine for your appointments will allow you to move through the appointment with more consistency and ease and also give you the timeline to always fit in retailing before the client cashes out. 

Be Conversational 

Sales should feel conversational rather than just a sales pitch being done by you to the client. At the end of the day, your main goal is to try to improve your client’s results and overall experience. Therefore, the post appointment retailing process should be aimed around being a conversation focused on educating your client on how the product you recommend will help improve their results. For example, let’s say that during the pre-tan consultation you found out that your client is going on a 10 day tropical vacation and will be in and out of the water the majority of the time. As the service provider, we know that spray tans last around 7-10 days and spending time in the water will cause the tan to fade more quickly. Since the client may not know that spending time in the water will decrease the longevity of the tan, it’s our job to educate them with how they can still get the best results for their investment and provide an option to solve that problem, such as a tan extender. By circling back and stemming your recommendation from the conversations you’ve had throughout the appointment, you’re able to make the sale feel more personalized to the client and offer an explanation of benefits that the product will have to their situation.

If sales feels hard to you and it’s stopping you from offering retail in your business or from selling more retail and increasing your cash flow, know that there’s a way to go about sales that doesn’t feel icky! At the end of the day, your job is to provide the best results to your clients. The only way to do that is to provide an exceptional service and offer education on pre and post tan care. When you don’t offer this education you’re doing a disservice to your client and to your business! In our Master’s Certification Course, we don't just teach on how to create a five star technique, we also provide knowledge on nailing down business strategies that will help you build the 5-6 figure sunless biz of your dreams. Plus, we offer this course online and in-person! To learn more about everything that’s included in the Master’s Course, head to the courses tab on the Spray Tan Class website today!

Xoxo,

Kelly