The Biggest Retailing Mistake
Do you want to know one of the biggest mistakes I see estheticians make when retailing products?…..
I watch in disappointment as an esthetician spends 5 minutes detailing every single aspect of 1 particular skincare product until their client’s eyes glaze over… Unfortunately when clients are on information-overload, they rarely retain information and usually delay a purchase decision leading to lost sales for your business.
I like to remind estheticians that while retailing 𝑖𝑠 𝐸𝑑𝑢𝑐𝑎𝑡𝑖𝑛𝑔, they have to keep it simple!I encourage estheticians to make their product explanations easy by using the 1-1-1 Rule. With the 1-1-1 Rule, estheticians explain only 3 aspects of each product: 1 Feature, 1 Benefit, and 1 Ingredient. For example…
𝗙𝗲𝗮𝘁𝘂𝗿𝗲: Explain a technical aspect of the product (𝘱𝘶𝘮𝘱 𝘣𝘰𝘵𝘵𝘭𝘦, 𝘤𝘰𝘯𝘴𝘪𝘴𝘵𝘦𝘯𝘤𝘺, 𝘦𝘵𝘤.)
𝗕𝗲𝗻𝗲𝗳𝗶𝘁: Explain the problem the product will solve (𝘊𝘭𝘦𝘢𝘳 𝘢𝘤𝘯𝘦, 𝘢𝘯𝘵𝘪-𝘢𝘨𝘪𝘯𝘨, 𝘦𝘵𝘤.)
𝗜𝗻𝗴𝗿𝗲𝗱𝗶𝗲𝗻𝘁: Explain one, powerhouse ingredient, and why its beneficial (𝘗𝘦𝘱𝘵𝘪𝘥𝘦𝘴, 𝘨𝘳𝘰𝘸𝘵𝘩 𝘧𝘢𝘤𝘵𝘰𝘳, 𝘦𝘵𝘤.)
Estheticians can even create index cards with their 1-1-1 Rule answers for each of their go-to products. Then team members can use these cards to learn from each other or brush up right before client visits.
To go a step further, plan a training meeting to practice the client sales experience. Training with the 1-1-1 Rule provides your team a safe and relaxed environment to solidify their product knowledge and practice educating clients in a simple and succinct manner.
Hopefully, you will find the 1-1-1 Rule helps your team become more concise and confident, and ultimately sell more products!
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