If asked, most aestheticians will say that retail product sales is not one of their strongest skills. That makes sense, as skin care professionals are generally more attracted to the work of service, with its caring and helping qualities, than selling things. But, passing up product promotions not only limits one’s income, it also leaves valuable clients open to the lures and suggestions of beauty product competitors: other aestheticians, department stores, or MLM mavens. Of course, we do not want that.

Whether you are a sales superstar or jittery in the knees about recommending that serum (though you know you should), there are still some simple and easy ways to expand your retail results. Clients count on their skin care professional to help them make the best choices for homecare upon which their appearance improvement goals depend. In all of my 37 years as a practicing aesthetician, and with the millions of dollars of retail sales I have generated over that time, I cannot once recall a client telling me that they felt pressured or obligated to buy a product I recommended. This does not surprise me, for the simple reason that I have never coerced or attempted to guilt a client into purchasing anything. Personally, I do not have the courage or lack of ethics to do that. By being consistently mindful of my role as a skin care advisor, I fulfill my responsibility as one, and that involves product talk.

Product sales is as simple as speaking – provided that you believe in what you are saying and are as unafraid of potential negative customer reaction as possible. Fear is expensive – it will cost you income that you need, so overriding it is in your best interest. Not all of my skin care clients buy retail products from me, nor do I expect them to. But, enough do to keep my bank account happy and my practice thriving. Am I a great salesperson? I would say no. What I am is a reliable adviser, one who accepts whatever outcome results from my suggestions. That is pretty much all there is to it.

So, for those among you who can use a little help increasing your product sales, I offer the following “anyone can do it” methods that I put to use in my spa every day.

A SIMPLE INOFFENSIVE QUESTION

 “How are you doing with your homecare products? In need of anything?” This should be easy enough for even the most sales-timid aesthetician to ask. It is honest, appropriate, and helpful. I even use this simple inquiry with clients I am pretty sure have purchased from me recently but see no reason why I should not check in just in case something is running low. I cannot tell you how many times the response is, “Oh, yes, I need more eye cream.” Perform this ritual regularly and you will see sales grow with almost no effort at all.

THE SEASONAL HOMECARE REGIMEN REVIEW

I especially like to employ this strategy when we have a major change in weather conditions: summer into fall and winter into spring. These variations in temperature, with their effects on the skin, should stimulate savvy aestheticians to make sure their clients are equipped with the proper products to deal with those influences. And, that can mean sales. Here’s the plan: ask each client at the end of fall or spring to bring in their entire skin care collection when they come for their next spa visit. Inform them that you want to review their routine to see if it is correct for the changing weather ahead. Most clients really appreciate the extra attention and care. Leave a little extra time during the appointment to cover this evaluation. Look for missing items, such as toner or an eye treatment, plus check to see if they have sunscreen or a powerful enough moisturizer for the cold, dry winter months. Recommend as needed. You may also see products you did not know your client was using (thank you Rodan & Fields) and want to advise on their continued use, should you judge them inappropriate for their skin type. This makes extra product sales a breeze, but it is also the right thing to do with client care in mind.

ON-THE-SPOT SALE

Unsure if your client plans to purchase products today? Let them know that today is the day to do it. Tell them that if they are in need of products, you are having a special sale this week for 15 percent off (you can also set a minimum sale limit they must reach to get the discount). It is a real stimulant for retail activity.

BUY TWO AND RECEIVE 10 PERCENT OFF

Let’s say the client only wants to refill a cleanser, toner, or any other single item. Announce that you are conducting a special incentive that offers 10 percent off on both products if two of the same items are purchased at once. I sell lots of skin care with this promotion.

APPEALING, INEXPENSIVE, IMPULSE ITEMS ON DISPLAY AT CHECKOUT

This great, classic tactic to inspire “Gotta have it!” sales still works perfectly. All you need is a stack or row of a featured products placed close to where your clients pay that will catch the eye and promote questions. This is especially effective with items that are appropriate for almost anyone and great gifts for friends. I recently gathered a number of colorful sonic facial brushes by my cash and wrap. These frequently seem to generate the question, “Oooh, what is this?” Then, I enthusiastically explain how the brush works by turning the demo model on and placing it in the hands of my interested client. The stimulating vibration and cool, green-lighted base regularly generate sales. Try this with lip balms, hand lotions, scented candles, or anything pleasing to the senses.

Now, you have all you need to get those spa products moving again. But, remember, the sooner you introduce these sales methods, the quicker your daily income will grow. What are you waiting for?

Douglas Preston’s career spans over 30 years in professional aesthetics, spa management, and skin care career mentoring. His business articles appear in many of the top trade journals and magazines. He is a past president of Aesthetics International Association and former committee chairman for The Day Spa Association. His recently published book, “An Esthetician’s Guide to Growing A Successful Skincare Career,” is a top-seller among ambitious working skin care professionals. Preston leads The Inspired Esthetician, a membership-based resource for professional education and career/business mentoring. He also practices aesthetic skin care in his prestigious Los Gatos studio, Preston Skin Center. theinspiredesthetician.com, prestonskincenter.com, or This email address is being protected from spambots. You need JavaScript enabled to view it.