The Biggest Retailing Mistake

by | Aug 31, 2020 | Marketing, Team | 0 comments

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 clientโ€™s eyes glaze over…ย  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 ๐‘–๐‘  ๐ธ๐‘‘๐‘ข๐‘๐‘Ž๐‘ก๐‘–๐‘›๐‘”, 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…

๐—™๐—ฒ๐—ฎ๐˜๐˜‚๐—ฟ๐—ฒ: Explain a technical aspect of the product (๐˜ฑ๐˜ถ๐˜ฎ๐˜ฑ ๐˜ฃ๐˜ฐ๐˜ต๐˜ต๐˜ญ๐˜ฆ, ๐˜ค๐˜ฐ๐˜ฏ๐˜ด๐˜ช๐˜ด๐˜ต๐˜ฆ๐˜ฏ๐˜ค๐˜บ, ๐˜ฆ๐˜ต๐˜ค.)

๐—•๐—ฒ๐—ป๐—ฒ๐—ณ๐—ถ๐˜: Explain the problem the product will solve (๐˜Š๐˜ญ๐˜ฆ๐˜ข๐˜ณ ๐˜ข๐˜ค๐˜ฏ๐˜ฆ, ๐˜ข๐˜ฏ๐˜ต๐˜ช-๐˜ข๐˜จ๐˜ช๐˜ฏ๐˜จ, ๐˜ฆ๐˜ต๐˜ค.)

๐—œ๐—ป๐—ด๐—ฟ๐—ฒ๐—ฑ๐—ถ๐—ฒ๐—ป๐˜: Explain one, powerhouse ingredient, and why its beneficial (๐˜—๐˜ฆ๐˜ฑ๐˜ต๐˜ช๐˜ฅ๐˜ฆ๐˜ด, ๐˜จ๐˜ณ๐˜ฐ๐˜ธ๐˜ต๐˜ฉ ๐˜ง๐˜ข๐˜ค๐˜ต๐˜ฐ๐˜ณ, ๐˜ฆ๐˜ต๐˜ค.)

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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