2. Promote Products and Services

3. When would we be given an opportunity to promote products and services?

4. What are the benefits of working on a counter as a Make-up Artist?

5. Expectations of working on a counter:
To provide a professional make-up service
To have excellent product knowledge
To be able to recommend suitable products
To be able to provide and demonstrate achievable make-up techniques
To generate sales
To make the company money

6. How do we achieve this? Be friendly and approachable
With up-to-date/on trend artistry skills
Product knowledge/know your brand and competitors.
Be a walking advert for the company (appearance)

7. Traffic stopping!
Why do it?

8. How would you approach a customer?
Professional Communication:
Avoid overly technical language
Be engaging , spark conversation
Eye contact
Verbal communication: Friendly tone of voice
Questioning : open ended, closed, probing
Non verbal communication: Positive body language, facial expressions, hand gesture, personal space
Listen to their needs
Written communication: visual aids, face charts, magazine images

9. How would you approach a customer?
RUOK?

10. Write your role play down
Activity:
In pairs identify a way of traffic stopping and engaging with a potential customer!
Write your role play down

11. Once the customer is sat in the chair, what next?
Generate Sales:
Average units per sale:
Link sales and aim for a minimum sale of three products. For example, if a customer needs a new foundation sit them in the chair and demonstrate the product along with a concealer and setting powder.
Average pound spend:
Selling lots of affordable accessories can be easy. For example, a £2.00 sharpener with a lip pencil, but counters like you to upsell with more expensive products to hit targets and generate more profit.

12. Selling a product, what does the customer want to know?
Information is key:
Features:
The quality or characteristics of the product. Does the product meet the customers needs? For example: A feature of Studio Fix Fluid is that it offers a ‘Natural Matt Finish’.
Benefits:
The advantages of selecting that product over any others. For example: A benefit of Studio Fix Fluid is that it the ‘natural matt finish sits well on a normal, combination or oily skin type without looking too heavy’.

13. Be sure to personalise your sale and make suitable recommendations
Listen to key words:
Auditory:
“I’ve heard about a new product”. Talk to them, offer lots of verbal information, ask ‘have you heard about this?’.
Kinaesthetic:
“Can I feel your new foundation please?”. Let your customer feel the products, be descriptive in how you inform your customer on textures.
Visual:
“Can you show me?” Let your client see what there is to offer, ask ‘have you seen this?’

14. How do we close a sale? Review the products they are about to purchase
Ask ‘What more can I help you with today?’ (Always open-ended)
Give them your name
Priority is to invite them back
Smile

15. Reminder!!!
There are a number of legal requirements affecting the sales of products and services:
Sales of Goods
The retailer
The three main points
The supply of goods and services
Refunds for goods bought
Services

16. Sales of Goods
Legislation that deals with the contract between a retailer an the customer, relating to products and equipment.

17. The Retailer
Has a responsibility to sell best quality goods that are not defective in any way, refund the money for a purchase if it is found to be defective (or an exchange without a receipt) .

18. The Three Main Points
Goods must be in a saleable condition, fit for purpose (not faulty) and as described.

19. The Supply of Goods and Services
Legislation the deals with a trader’s obligation towards the consumer and their legal rights.

20. Refunds for Goods Bought
This allows the consumer to claim some, or all of the money paid for goods.

21. Services
The person or trader providing a service must charge a reasonable price, provide the service within a reasonable time frame, with care and skill.

22. Homework
In groups, product pitch a sale and identify the features and benefits of your recommended products. Present your sales pitch in your groups to us next week. We want to feel like we can’t live without your recommendations!