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Old 01-30-2009, 12:56 PM   #1 (permalink)
 
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Unhappy What do you say?

I've been working in this salon for about 2 years now, and I had always felt like my sales were really high. [LPPA from $2-$5]I've typed MANY "Lotion Cheat Sheets", listing 3 key-selling points about every lotion, and I know them really well. Here is how I'm stuck...

We've always discounted our lotions to certain customers, and when a customer is purchasing a new package, etc. I feel as though I have used the discount as an introduction to the lotion and I can't seem to get through this. I'll give you an example...

"You will save X% on any of our indoor tanning lotions, including facials and moisturizers. What lotions are you using?"

What would be a better way to start out the lotion conversation w/out putting an emphasis on COST? I'm not UNHAPPY with my sales, I just know they could be higher if I was not discounting the lotions! What do you say to a person purchasing a package, or a new customer... Some people act like lotion is such a burden, so I feel as though pushing the discount is really intriguing. I just can't find what to say to promote the use of tanning lotions w/out offering the lotion discount first!

ALSO, do you sell your lotions as a package deal [tanning lotion, facial, moisturizer for $X], or do you sell facials and moisturizers as add ons?

If you sell the facials and moisturizers as add-ons, how do you open the window for that conversation?
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Old 01-30-2009, 02:23 PM   #2 (permalink)
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Re: What do you say?

Analogies. Don't tell them WHY using lotion is better than no with people you are trying to "convert". My shampoo analogy works WONDERS on clients to get them using lotions. From there its easier to sell anything. It goes something like this:

After they buy a package, etc.:
You:"And are you using a lotion today?"
client: "No."
You: "Do you normally use lotion?"
client: "No I dont."
You: "Well lotion is very important to tanning, its not all about just getting you dark, its about proper skin care and hydration. Do you use shampoo when you wash your hair?"
client: (strange look) "Of course I do."
YOu: "Well you COULD wash you hair without it, but after a week your hair really wont be very clean, might even end up with split ends and if you have color it may be messed up. Lotion is like shampoo. You have your White Rain stuff, think Wal-Mart, and then you have your Tresemé to Paul Mitchell to Aveda and up. The better the product the better results and with lotion the better the skin care. Just like a good shampoo can help prevent split ends or reduce breakage and good lotion can help with dry skin and make your tan last a lot longer."
client: "Oh really."
You: "Here is something I want you to try today...."

Anyway. You get the idea. People understand things better when you can put it in a perspective they understand. The shampoo analogy works every time. If I can get them to get a bottle right then I will, but what I usually do is give them a free sample or some out of my bottle. After they use it odds are they will buy a bottle next time or right when they get out.

Now how can this help you with existing lotion users? Use the same analogy but narrow it down to comparing the brands of shampoo to lotions. Explain that some lotions are like White Rain - sure it cleans your hair, but split ends and color lose WILL happen and if its colored, forget it. Make them understand a better product will be better for them buy giving then better results. The thing I ALWAYS emphasize is that "using lotion is not all about getting darker, its about proper skin care!".

When selling lotion outright, you need to be upbeat. Honestly sell what YOU like. People will trust you. I am selling a ton of Retro Couture at $55 a bottle and no one is blinking. Our number one selling bottle last year was Serenity. Thats a $42 bottle that out sold ANY other lotion we stock. Most salons seem to end up with under $25 at the top seller just because of price.

And NEVER feel guilty about lotion price. Only think of giving a small discount if you can see they are on the fence about it or better yet, simply suggest a lesser priced lotion. In fact there have been more than a few times where I sold them a package and a lotion and NEVER brought up the lotion price, just gave them a total and closed the sale.
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Old 01-30-2009, 02:37 PM   #3 (permalink)
 
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Re: What do you say?

my best selling lotion is $59 and I get $59 for it and it's only a 6.5oz BOTTLE!

That's $9/oz!
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Old 01-31-2009, 09:10 AM   #4 (permalink)
 
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Re: What do you say?

I'll be trying a few things today... I'll let u know how it goes =)

And how about moisturizers? How do you put an emphasis on the importance of them? Do you sell them @ the time you sell the bottle, or the next time they come in? I don't have as much difficulty selling the moisturizer AFTER they are using their tanning lotion, but find it really hard to sell it to them @ the time they are purchasing their lotions because I know what it's like to have a little salary, and "accidentally" overspend... Usually on credit.
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Old 01-31-2009, 04:20 PM   #5 (permalink)
 
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Re: What do you say?

But, you don't know that these people have a "little salary". They will tell you if they can't afford it and if they don't then it's not your problem.

One of the best sales lines I use is:

What kind of lotion do you need?

This leads into a whole lot of conversation about what they are currently using, what they like and room for you to make a suggestion for a new lotion.

Another good one is:

Well, have you used XXXX? With the tan you have, this one could make you a lot darker.
~or~
Since your just starting out for the season, you should give this one a try instead and start alternating with you other lotion in a couple weeks.

Sounds like the salon owner you work for is lucky to have someone so eager to better their skills. :)
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Old 02-02-2009, 09:37 AM   #6 (permalink)
 
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Re: What do you say?

I'm competitive, and someone else's sales have been higher b/c he doesn't discount... I'm working on putting an end to the discounting and regaining my name of top-seller.
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Old 02-03-2009, 02:12 PM   #7 (permalink)
 
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Re: What do you say?

I don't discount to anyone unless they are an EFT member then they automatically get a discount. Instead I will sometimes give them a free sample or hand them a bottle that we have behind the counter to try.

I just think when you discount when you feel like it, then its not fair to others and it can get you in trouble. If a customer that paid full price finds out someone else got it cheaper they won't be happy and ultimately hurt your sales.

I am not big on the 'hard' sell and sometimes feel like I am not a good sales person but then have had many clients tell me how good I am because I am straight forward, give them the benefits of why you should use the lotions, etc. then back off. They may not buy it right then and there but usually end up buying it next time.
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Old 02-03-2009, 07:09 PM   #8 (permalink)
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Re: What do you say?

The only reason that you discount is because you do not believe in what you are selling or you feel guilty. These are bad traits for sales personnel.

Charge full price and get it and don't be afraid to let them leave it on the counter. Never devalue your products and services.

If they won't pay the price then FAKEM®!
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Old 02-04-2009, 09:31 AM   #9 (permalink)
 
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Re: What do you say?

Quote:
Originally Posted by Brian Oshman View Post
The only reason that you discount is because you do not believe in what you are selling or you feel guilty. These are bad traits for sales personnel.

Charge full price and get it and don't be afraid to let them leave it on the counter. Never devalue your products and services.

If they won't pay the price then FAKEM®!
Well put Brian !!
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Old 02-14-2009, 01:30 PM   #10 (permalink)
 
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Re: What do you say?

Just thought I would tell everyone what was working for me...

Rather than discount the product, I have been adding value. I feel so liberated since listening to the speakers @ the trade show!

I know my lotions very well, so instead of offering a discount, I have been offering other things such as a free week of tanning, or a free moisturizer, etc. Reason being, people like free stuff!! And giving away a moisturizer that cost almost nothing is better than taking off 10%-20%... PLUS it gets people to use our moisturizers, so in turn they come back to BUY their next bottle!!! Most people who received a free week also only tanned maybe 2-3 times at most... I have ALMOST gotten over the discounting, except w/ my customers that want the best but cannot afford the best.
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