Selling the Science

Selling the Science

by Michael Caswell, Ph.D.

Many lotion manufacturers incorporate current skincare science into their products that salon owners can translate into an effective sales message. This is something salon owners should be taking advantage of in their retail selling.

This concept, known as "selling the science," can improve retail sales through retention of existing customers and generation of new customers. However, it also necessitates the education of staff, the development of a consistent scientific sales message and the evolution of a scientific atmosphere in the salon. Of the salons I have visited, none maintain their retail sales by selling the science of their retail products.

Educating Staff about Skincare

Most salons sell a retail product because it feels or smells good, not because of the science of the product. Examine how your staff sells retail products from your salon. Most sales are made because the customer already likes the product or because a staff person endorses the product. If you recorded the lotions sold by your staff, their sales probably would reflect their personal lotion preferences. It is easy to sell what you like; however, can your staff sell the science?

My suggestion is to take the salon to the next level by educating staff members about the science of retail products your salon carries. The staff is the most important aspect of a business because customers' attitudes and impressions are generated and maintained by how the staff interacts with them.

Selling the science means that the staff has the ability to interact with customers as their personal skincare expert. They will be able to advise customers on proper skincare and on the science of retail products carried in the salon. The goal is to develop a staff knowledgeable in skincare that delivers a consistent message to every customer that walks through the door.

The best way to learn about skincare is by establishing a dialogue in the salon with your staff. After reading skincare articles in magazines such as LOOKING FIT, engage staff members in discussions about what they read and what they learned. Remember that reading the articles is only the beginning. Discuss articles so your staff not only has the information, but also has a working conversational knowledge. These discussions can serve to clarify misunderstandings and reinforce learning.

Supplement information with attendance at trade show seminars and workshops. Listen to the information being presented and challenge inconsistencies between what you have learned and what the lecturer says. Educational seminars are held at many conventions to certify new staff members and repeatedly attending these educational seminars can improve your knowledge breadth.

Educating your Staff about Products

Educating yourself and staff about the scientific aspects of products is much more difficult than educating staff about the science of skincare. The two difficulties are understanding the ingredients used in skincare products and understanding their role.

Gaining some understanding about the ingredients is difficult for a number of reasons. First, very little research is conducted on skincare product ingredients. Second, information about the research that is conducted is not readily available. And third, the research conducted on the ingredients may not apply to skincare situations.

Information about the role of the ingredients in skincare products should be available from each of the manufacturers. Again, this information may not be easy to obtain because the manufacturer may consider the information confidential, they may not know or they may rely on others, such as the manufacturer of the ingredient. For example, vitamin C might be good for the skin at low concentrations, but not at high concentrations depending on the product. The manufacturer might not know this fact. In addition, they may not know if the concentration in their product is good or not, or they may rely on the advice of the vitamin C manufacturer. The vitamin C manufacturer will have no information about the lotion itself and therefore will not be able to help a salon owner sell the science.

The solution to these difficulties should be to ask questions until you get an answer that you believe is correct. Let the experts at the lotion companies sort out the reliable information so you and your staff can sell the science.

Begin by asking questions of the manufacturer of your two or three best-selling products. You can obtain a list of ingredients from the back of a lotion bottle or carton. Ask what each ingredient does for the lotion. Why is the ingredient in the product? What benefits does each ingredient impart? How do you know that the ingredient does that? Have tests been conducted to show the benefits of the ingredients in the lotion? Reputable manufacturers make good products and are proud to be able to respond to questions because they know their products will stand up to the investigation.

After developing some scientific knowledge of the products that are sold in the salon, start selling the science. Explain to customers the benefits of the products that are sold using your new knowledge. For example, each month you might have a special product that is the focus of selling the science. For that product, you and your staff can explain some of the more important ingredients of the product, what each ingredient does for the lotion and how those ingredients will improve the texture and health of skin.

Developing a Scientific Atmosphere in the Salon

As salon owners develop the technical expertise of their staff, they also should consider the attitude of their salon. Does it look technical? Does it look scientific? Because image is important, develop a technical or scientific image that coordinates with the salon's retail sales approach.

Many major lotion companies sell posters with scantily clad models. Although the posters may be attractive, they do not reflect a salon's new technical atmosphere. Placing posters on the wall that show some scientific aspect of skincare would be more appropriate. For example, posters that show a cross-section of skin may be used for demonstrations and education of customers.

The scientific atmosphere of a salon can be further enhanced by clothing changes. For example, have each staff member wear a white lab coat while on duty. The lab coat might be embroidered with the name of the staff person. Some major cosmetic companies have their assistants wear white lab coats at conventions to impart a scientific or technical appearance to their products.

Perspective

In my perspective, selling the science means adding value to your retail products through expertise. Selling the science can be achieved through an understanding of healthy skin, products and the creation of a scientific image in the salon. Selling the science challenges salon owners to expand their knowledge by learning the importance of skincare for healthy skin. Understanding the basic principles of skincare also allows salon owners to bring product knowledge to their customers. A consistent message of selling the science will make you and your staff the skincare experts your customers expect and deserve.