Now that school is back in session (and has been for a while in most of the country), it’s time for a little sales review. The selling process is fairly easy and routine; it becomes difficult when we get in our own way. Referring back to the basics every now and then is a good way to make sure that the process is being done correctly, effectively and efficiently. Let’s start with the first four basic steps to an effective sale.
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Step 1: [gap height=”15″]
Establish a rapport with the customer. This step builds the relationship with a new salon guest and reinforces the relationship with an existing member. It is simply the act of greeting them with a smile, and asking a few ice-breaking questions. It’s also the step in which the trust factor is established. It’s a well-known fact that people buy from people they like and trust.
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Step 2: [gap height=”15″]
Explain the features of what you’re selling. The features are the “what it is” of the item or service being offered. Every item has a feature; it describes what that particular item is. Examples of features are “a hotter bed with stronger lamps,” or “this product features a silicone base.” But, beware: most buying decisions are NOT made based on the features of the product. That begins in step 3 …[gap height=”15″][gap height=”15″]
Step 3: [gap height=”15″]
Sell the benefits of the item/service. As a feature is the “what it is,” the benefit is the “what’s it going to do for me.” Clearly, when asked to invest money in anything, this question becomes the main deciding factor between a “yes” and a “no” response. The benefit is what the client should expect from their investment. Using the examples above, where the feature is “a hotter bed with stronger lamps,” the benefit to the salon guest becomes “faster, darker, longer-lasting results.” The benefit of “this product features a silicone base” becomes “your skin will feel soft and velvety smooth, and your color will look darker and more even.” The benefits become a “call to action,” if you will; they drive the customer to make a decision and take action.[gap height=”15″][gap height=”15″]
Step 4:[gap height=”15″]
Close the sale. In many instances, if steps 1-3 have been done effectively, the customer will close the sale on their own. Often, all that is required of the sales professional at this point is to complement the customer on a choice well made, and to reassure them that they are going to love the result of their decision. It is also at this point that additional items should be presented that will complement the result of the original purchase. Once a customer has decided to say “yes,” the likelihood of them agreeing to purchase additional or add-on items is significantly increased. It is also at this point that a great tanning salon sales professional reassures a tanner that they will periodically check back to make sure that he or she is happy with their continuing results. [gap height=”15″]
That concludes our recap of the basics of selling. Hopefully, as new products, services and staff are introduced into salons across the country, these simple, basic steps will help make everyone more confident and successful as we head into 2018. Oh, and I almost forgot the ABCs of selling. If you’ve been paying attention so far, they should be fairly obvious: ALWAYS BE CLOSING.[gap height=”15″]
Happy selling![gap height=”15″]
The selling process is fairly easy and routine; it becomes difficult when we get in our own way.
