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The Business of Retail

January 31, 2014

Resisting to sell your clients products they need is failing them as their skin care professional. It is your responsi¬bility to educate them about the importance of taking care of their skin in between treatments using professional formulations. Without proper home care, the results clients receive are unlikely to meet their expectations. Worse yet, failing to provide proper professional retail home care leaves clients guessing about what is best for their skin—and they will likely turn to department stores, drug stores and television infomercials.

The difficulty for clients is distingu¬ishing accurate information from misinfor-mation and the fantasy sold to them by the open market. Skin care growth continues to be fueled to satisfy ever-increasing consumer expectations, and estheticians need to be an integral part of this personal skin care evolution.

By ensuring your clients purchase the proper home care to augment your in-facility therapy, you are building a successful passive income business. As your clients benefit from the use of the products, they repurchase them repeatedly.

The ideal ratio of revenue should be 30% service and 70% retail. Unfortunately, due to a lack of retail understa¬nding, this is not always the case. Survival in skin care and spa commerce requires refining your business and marketing plans, setting sales objectives and tracking skin care economic trends.

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Upselling Skin Care and Aesthetic Services

July 2010

The true value of a product can only be determined by the consumer, however it takes a passionate advisor to present the benefits and features of a product that establishes the worth. Think about it.

The rule of sales states it is better to have 100 satisfied customers than 1000 prospects! More sales are made with friendship than with salesmanship. This and another old business adage says “All things being equal, people want to do business with their friends” and if you have fostered your skin care business to care and help people, garnered trust based on your skills, personality, and client follow through - you already have the most powerful sales and service means available now to increase sales for your business. It is estimated that more than 50 percent of sales are made and business relationships are kept because of friendship, personal, or professional.

Why is this so important and how can your relationship skills with your clients from yesterday increase the bottom line of your business today? Think about your best customers. They have already established a friendship and trust factor with you and because of this will follow your professional advice.

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Beauty in the Beast

December 2005

A furry, energetic phenomenon has been spreading secretly within the esthetic industry, causing immense excitement and spawning a new generation of specialized skin care clientele. Previously hush-hush and relatively undisclosed until now, this distinctive and clever area of the field has triggered a fresh new attitude, a fun approach and a creative, hip style.

What could be causing this excitement? Dogs! According to the United States Department of Labor, dogs are owned by 62% of the population. That hairy canine family member’s skin health can influence the well-being of your clients’ skin.

This timely piece will examine why natural pet spa products are becoming the second-generation skin care market rage for many spas. As well as being the perfect complement to your skin care business, offering these products also will create a passive income that requires minimal shelf space, time and capital.

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Used with permission.