Go-To Girl
  • NAILS Magazine
  • April 8, 2008
Ever know a client who knew just enough to be dangerous? Yeah, they're the ones buying the "Ped Egg." One of the biggest ways to increase service and retail sales is through consistent education with your clientele.
 
One of the toughest obstacles in this industry is being taken seriously as a professional. Who can blame us? We talk about "professional" products needing to be recommended by the technician, then the client finds the same products at the local food mart. We talk about the results produced only through our products and services, then they buy something that night on an infomercial. Ugh - it's so hard to train them!
 
But with all that's out there, now even more is just the right time to step in and truly be "the source" for all things nails and toes. Adrienne is quickly becoming the source for all the info needed and the news is traveling fast. By developing strategic relationships with people in and around her community, Adrienne has become the "go to" for products that really pack results. Because her recommendations are working, she can be truly trusted when suggesting both products and services. A local dance teacher saw such quick results from her pedicure and home maintenance that she started spreading the word. The effects are almost immeasurable when that happens.
 
We all know that traditional advertising is costly. It takes seven to 15 times the advertising dollars to bring in new business than to keep the clients you have. By using your existing clients to pass the word, the costs are at the minimum, and all to gain. Technicians need to stay on top of what the features and benefits are for every product carried, as well as every service. That way, no matter the situation, you can move the client forward into either their next product purchase or service.
 
What has made both Adrienne and me successful thus far at this game is that we only recommend what the client should truly have. This is not about "selling." It's about finding a need and filling it, finding a problem and solving it. Once they know you're not all fluff, they'll listen. The rewards are endless!
 
—Heather, success coach

Keywords:   Heather Goodwin     retailing  

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