Beauty supplies and products are sold through beauty supply stores, department stores, online venues, and direct marketing. While each method of selling beauty goods carries with it a set of unique challenges, the basic principles of marketing beauty products and translating customer interest to sales maintain a consistency across the industry. If you are a motivated worker who is enthusiastic and knowledgeable about skincare products, make-up and beauty tools, executing these principles should prove to be a fruitful experience for both you and potential customers.
Wear beauty products to demonstrate your faith in the product offerings of your company. If you are well-groomed, you become a live advertisement for the brand or brands used in a given days make-up look. When a potential customer comments on your appearance or asks about your eyeshadow, you can direct her to the beauty counter containing the products and sell her on the idea of recreating the look.
Start a client list. After every sale ask your client for her name, email address, or mailing address and request permission to send periodic emails or fliers containing new products or sale announcements. Send a regular monthly email or mailer to customers highlighting new additions to your product offerings or clearance items. If a coveted new perfume or beauty product hits your store, send out a special edition mailer. Include coupons in your promotional literature or send special discounts separately at random times to encourage repeat business.
Ask customers who purchase key products to opt-in to a special email, telephone call, or mailing list. For example, a woman who purchases a foundation containing an approximate 90-day supply of product, could agree to receive a regular telephone call every 90 days reminding her to drop-in and pick up a new container. Considering offering a repeat order discount to encourage continued purchases of the product from you versus a competitor!
Distribute free samples as often as possible. Make sure that your employees voluntarily hand out free samples to customers in an attempt to sell the patron, either on this visit or a subsequent visit, a product she did not realize she needed. If your company maintains an electronic customer database, log the free sample offer and inquire about the product results on the customers next visit.
Listen to your customer’s experiences. If a customer has a complaint about a product that didn’t work as expected, listen to the issues and suggest an alternative product. When possible, offer a free sample of the new product or an exchange of the previous purchase for the new item to foster a sense of customer goodwill and encourage repeat visits.
The key to success is to consistently gain new customers while bringing in repeat business! Treat your current customers like gold, and they will become the bread to your new customer butter.