VIEWS: 112 PAGES: 8 POSTED ON: 8/18/2009
The Value Of Selling Beauty Focus on building long-lasting and permanent relationships. Let’s look at what one potential Customer can mean to you after one full year of service! Train your Customers to buy more and to buy more often with the Frequent Buyer Card. This card is similar to those that many coffee shops give to their Customers to develop long-lasting and permanent relationships. Colour Concealer Foundation Powder Blush Eyeshadow Eyeliner Mascara Lipstick Lipliner Nail Polish TOTAL $6.99 $14.99 $13.99 $11.99 $6.99 $5.99 $7.99 $7.99 $5.99 $5.99 $88.90 $185.00 $76.50 $31.95 Skin Care Cleanser Exfoliant Day Moisturizer Special Treatment for Day Night Moisturizer Special Treatment for Night Eye Cream $15.00 $25.00 $20.00 $32.00 $32.00 $39.00 $22.00 Fragrance Perfume Spray Fragranced Shower Gel Fragrance Spray Fragranced Body Lotion Body Talc $24.50 $18.00 $10.00 $18.00 $6.00 Personal Care Shampoo Conditioner Hair Treatment Shower Gel Deodorant Body Lotion $4.49 $4.49 $5.99 $7.00 $1.99 $7.99 Replaced 4 times year Replaced 4 times a year TOTAL $355.60 $740.00 Replaced 3 times a year Replaced 8 times a year $229.50 $255.60 Prices stated above are regular prices. Earnings Potential: 1) Total purchases per year = $1,580.70 ( total of 4 columns) 2) @ 40% earnings = $632.28 ( total of #1 x 40%) 3) Potential value of 10 Customers per year $6,322.80 (total of #2x10) 4) Potential value of 25 Customers per year $15,807.00 (total of #2x25) Selling Beauty Why sell beauty? Customers often spend more than $1,000 a year on beauty and personal care products 20 Customers X $1,000 = $20,000 @ 40% earnings = approximately $8,000 in earnings! Expand your beauty knowledge Get familiar with Avon beauty products - use them yourself Begin by selling colour – a beauty sale often begins with a lipstick purchase Important facts about lipstick Avon sells more lipstick than any other beauty company Avon has a formulation and shade for every Customer Customers choose lipstick for the benefits (e.g.: moisturizing, lasting wear, etc…) and colour choices Become a Lipstick Expert in Three Easy Steps: 1. Ask your Customer – “Which benefits are most important to you ?” Long-wearing Moisturizing Renewable colour Minimizes fine lines High-shine Sun protection 2. Listen to your Customer’s response 3. Suggest the lipstick that best meets her needs Lipstick defines, shapes and helps protect lips against dryness. Before you choose a lipstick, you need to know: What shades your Customer enjoys - does she like warm, cool, neutral or all three? What feel your Customer likes helps determine the finish. Some Customers like a dry textured feel, others like their lips drenched in moisture. Understanding what "feel" your Customer prefers, helps you direct her to the correct lipstick. There are three finishes: MATTE: Full coverage, without shine, very dry finish SHEER: Translucent, glossy colour, glossy/shiny finish CREME: Full coverage, slightly shiny, moist finish Keep yourself informed… Read up on the different types of lipsticks in your What’s New, or online at www.avon.ca. Give direction to your Customers, using your brochure and your Avon Colour Chart, point out all the different shades and types of lipstick Avon has to choose from. Selling Skin Care Being a skin care expert will help you sell more beauty products and increase your earnings. Important facts about skin care: Product choices are based on Customer’s stage of life Avon offers the best price/quality skin care products Customers will purchase from someone who shares their expertise and advice Everyone’s skin is enhanced with consistent use of skin care products Introduce Customers to skin care: (1) Ask: “Which best applies to your skin care needs?” Prevention Stage: Aging not yet visible, skin damage is slight. You want to prevent further damage. Maintenance Stage: Some signs of aging, visible skin damage. You want to prevent further damage and provide some restorative benefits. Restoration Stage: Signs of aging/skin damage are more pronounced. You want to restore skin to where it used to be and prevent further damage. (2) Listen to your customers’ responses (3) Suggest the best skin care line: Prevention-to-Maintenance – Suggest AVON SOLUTIONS brand Simple, yet effective Normal-to-oily and normal-to-dry Full line of treatment products Introduce Anew Clinical line as preventative treatments Maintenance to Restoration – Suggest ANEW brand State-of-the-art products Anti-aging breakthrough technology (4) Promote skin care line: Samples, trial sizes The key to selling a new skin care product to a Customer is understanding what that product can do for her skin! Avon steps to beautiful skin 1. 2. 3. 4. 5. Cleanse: Start with a clean canvas Tone/Balance: To correct the pH level on the skin Exfoliate: Cleans the face of dead, dry skin cells Specialize: Special needs your skin may require Moisturize: Add water and/or moisturizing oil to your skin Utilize the four steps to successful selling Determine the need… does the Customer need this product? Do a consultation with the Customer to help determine her skin type and to discover what products she needs Ask them this simple question: How does your skin feel in the morning? Sell the benefits… what can this product to for her? Once you know the Customer’s needs, show products and share product information that address her skin care needs Overcome objections... Respect the objection _________________________________________________________ Ask questions to get more information _________________________________________________________ Answer and overcome the objection _________________________________________________________ Close the sale The Customer loves it…. you just write up the order with a smile! Two of our top Anew products are on special this month which one would you like to start with? Skin care action plan Name the first five Customers you will do your consultation with… Do they need skin care? Have they purchased a skin care product from you in the past? Do they purchase makeup from you? Have they expressed concern about aging or problems with their skin? Campaign I Will Dollar Sales Approach With Generated From a Consultation Consultation Customer’s Name Keep your action plan posted where you can see it! As soon as you do a consultation, analyze it: What did I do well? Where did I feel comfortable or uncomfortable? Did I sell skin care? If so, how much and record your success! Call someone, your District Manager, Upline or one of your fellow Sales Representatives and share your success - it's important!! Information is key Revisit your skin care notes often Familiarize yourself with new products Use the consultation to gain information on your Customers’ needs Determine her skin type, what her needs are and sell the benefits! Overcome objections by gathering information - turn off selling and turn on asking and listening Inform your Customers about our upgraded product line that gives them what they deserve… the best skin care products at the best prices. As you grow in confidence and share information with your Customers, they in turn, grow in confidence with you. It’s a Win-Win Situation!