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Product Knowledge

Generate Interest in Your Treatments through Product Knowledge

When you work in a business that sells products and services, it’s vital that you promote them and do as much as you can to generate interest for them. Otherwise, what’s the point? 

Product knowledge is so important and being able to talk about what you offer confidently and in the right way will help to gain clients’ interest, encouraging them to come back for more.

Know What You Offer 

When an existing or potential client asks about something that you offer, you should be able to tell them in as much detail as possible. This can include, but is not limited to:

Features

What are the features of certain products and treatments? There’s a treatment out there for everyone, and while some involve simple steps, others are more in-depth, offering specific results. Knowing exactly what each treatment or product can do for your clients is of the utmost importance if you want them to sell. 

Benefits

Every treatment will have slightly different benefits. Some skincare treatments offer rejuvenation while others focus on anti-ageing. Understanding your client and knowing exactly what it is they want from a treatment is an excellent opportunity to discuss the benefits of the different treatments. 

Price

Whether you use SkinBase or not, you’ll know that the costs of treatments are varying. The difference in treatments such as microdermabrasion, intense pulsed light and radio frequency treatments depend on sessions required and frequency. The most important thing to do at any consultation is to gauge the budget of your client and discuss cost in an open and honest manner. 

Be passionate and enthusiastic

Upselling only really works when you have good things to say about your products and services. Hopefully, you’ll have experienced many of your own treatments first hand, so can use this experience as a way to recommend the excellent list of treatments that you offer. 

Value proposition

Think about why your salon is better than the competition in your local area and why a client should come to you instead of the salon down the street. You should be able to promise a certain level of value to be delivered; you want to instil a belief in the client about your experience when it comes to your products and services. 

Unique selling point (USP)

Utilise your biggest and best benefit, maximise it, and communicate it to your clients. If your range of treatments is the unique selling point for your business, tell your clients this, and ask them to recommend your business to their colleagues and friends. As we always say, word of mouth is the most effective form of (free) marketing. 

Ask for the Sale 

As a small business owner, it often pays off to be forward and simply ask for the sale. If you’ve spent time talking to a client about a treatment, at the end of the conversation, simply ask “can I book you in?” This is the best time to capture a sale. 

If you wait too long or don’t ask, the client has had time to go off and talk themselves out of it for whatever reason. The worst that can happen is they say no, so you have nothing to lose. 

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