They buy your services or products for a solution. Do you buy a printer because you just want a printer? Do you buy a phone because you just want a phone? Do you go to the gym because you happen to feel like getting a work-out? These examples show you that you are buying a solution to a problem; you are buying a result. You would only buy items or services if they offered solutions to problems and gave results.

Often results can be associated with emotions. Result = looking younger, Emotion = feel more sexy.
You need to talk about what will happen, what results they can expect. The motivating factor is feeling. The buyer wants to feel younger, more desirable, live the good life, etc. They trade their money for a promise of less wrinkles, more lift, etc. They have a vision of looking 10 years younger. You sell the solution to your client. You sell the benefit they can expect after using your product or having the beauty treatment. As a Beauty Therapist your goal is to help your client reach his goal: In the beauty industry your clients are dissatisfied. They are dissatisfied with their imperfections/stress. They want improvement. It is your job to recognise the self-interest of your client. You need to connect your offer (products and services) with her self-interest. Find her dissatisfaction and offer compelling solutions.

Business success is about giving your clients exactly what they want. Take the time to analyse your client’s exact expectations. Mention your client’s problem in a general way. “Many of our clients are worried about looking old.” Mention how these clients love the results from using these products and treatments. Mention the rejuvenation qualities. You don’t want to probe and be personal. Many people would never admit they have a problem or concern. You can discuss general concerns your clientele have, like sagging skin, puffy eyes…etc. People are cautious to mention concerns as they may not want to be sold to. They don’t want a sales presentation. Let them feel they are being consulted, not sold to. Analyse their skin; ask questions, first general questions and then more specific questions. What can you solve? What benefits can you offer? Don’t just offer a list of treatments and products. You need to uncover needs and problems. Your clients must be clear about the solutions you are offering.

Show a need and convince them that you have the perfect solution. Your client must picture herself having the treatment and seeing and feeling the difference. Focus on your clients major concerns in order of her preference. For example if she talks about being afraid of getting old, don’t talk about lines and wrinkles. Focus on her area of importance and use her words. Don’t say, “If you want to prevent ageing this is the answer for you.” Rather use her words and say, “If you are afraid of getting old, this is the answer for you…..This way you help the client to add emphasis to their major area of importance. This helps in the decision to purchase.

A survey conducted by New Woman magazine in the UK gave interesting insights into the behaviour, feeling and spending of woman. Only 18% of women were happy with their skin. British women are spending a whopping £3000 (AU$7500) a year on beauty products and treatments, with 81 per cent of women wearing make-up every day.

When asked how make-up made them feel, 73 per cent of the women responded that they felt ‘sexier’, 53 per cent were ‘more flirtatious’, while 52 per cent felt ‘healthier’. Interestingly, only ten per cent of the women surveyed said that they actually felt they looked younger in make-up, which may help explain the £600 (AU$1500) per year spent on facials, massages and anti-aging treatments. The total cost of an adult lifetime of beauty products and treatments was calculated to be £182,528. Survey commissioned by New Woman magazine.

You need to talk about what will happen, what results they can expect. The motivating factor is feeling. The buyer wants to feel younger, more desirable, live the good life, etc. They trade their money for a promise of less wrinkles, more lift, etc. They have a vision of looking 10 years younger. You sell the solution to your client. You sell the benefit they can expect after using your product or having the beauty treatment. As a Beauty Therapist your goal is to help your client reach his goal: In the beauty industry your clients are dissatisfied. They are dissatisfied with their imperfections/stress. They want improvement. It is your job to recognise the self-interest of your client. You need to connect your offer (products and services) with her self-interest. Find her dissatisfaction and offer compelling solutions.

Business success is about giving your clients exactly what they want. Take the time to analyse your client’s exact expectations. Mention your client’s problem in a general way. “Many of our clients are worried about looking old.” Mention how these clients love the results from using these products and treatments. Mention the rejuvenation qualities. You don’t want to probe and be personal. Many people would never admit they have a problem or concern. You can discuss general concerns your clientele have, like sagging skin, puffy eyes…etc. People are cautious to mention concerns as they may not want to be sold to. They don’t want a sales presentation. Let them feel they are being consulted, not sold to. Analyse their skin; ask questions, first general questions and then more specific questions. What can you solve? What benefits can you offer? Don’t just offer a list of treatments and products. You need to uncover needs and problems. Your clients must be clear about the solutions you are offering.

Your client must picture herself having the treatment and seeing and feeling the difference. Focus on your clients major concerns in order of her preference. For example if she talks about being afraid of getting old, don’t talk about lines and wrinkles. Focus on her area of importance and use her words. Don’t say, “If you want to prevent ageing this is the answer for you.” Rather use her words and say, “If you are afraid of getting old, this is the answer for you…..This way you help the client to add emphasis to their major area of importance. This helps in the decision to purchase.

A survey conducted by New Woman magazine in the UK gave interesting insights into the behaviour, feeling and spending of woman. Only 18% of women were happy with their skin. British women are spending a whopping £3000 (AU$7500) a year on beauty products and treatments, with 81 per cent of women wearing make-up every day.

When asked how make-up made them feel, 73 per cent of the women responded that they felt ‘sexier’, 53 per cent were ‘more flirtatious’, while 52 per cent felt ‘healthier’. Interestingly, only ten per cent of the women surveyed said that they actually felt they looked younger in make-up, which may help explain the £600 (AU$1500) per year spent on facials, massages and anti-aging treatments. The total cost of an adult lifetime of beauty products and treatments was calculated to be £182,528. Survey commissioned by New Woman magazine.