“Every sale has five basic obstacles: no need, no money, no hurry, no desire, no trust.” Zig Ziglar 

When setting up Botanicals Day Spa in Bakewell, I was particularly keen to introduce our range of organic skincare products to clients as an important part of their wellbeing experience. We have always provided products direct to consumers, so we value retail and understand how important it is to profitability. In the three years our Spa in Bakewell has been trading, we have come to learn that retail sales is a vital component that has helped our business grow and succeed. But soon after opening, we learnt that therapists typically do not consider themselves as ‘sales people’.

The Therapist as a Consultant.

Therapists use products every time they perform a treatment. They are carefully selected to suit the needs of each individual, and delivered with expert advice to achieve a noticeable result and a happy, satisfied client …..who will return again and again due the benefit they feel from the bespoke experience.

But does the client’s delight need to stop when they walk out of the Spa? Why not provide them with both the treatment and products for use at home? The relationship between client and therapist is a trusted one and is not diminished by giving product guidance that will be truly valued by clients.

Consultative selling is all about exploring the unique needs of the individual. Much like a doctor, the job of a therapist is to know the client’s needs and recommend the best products for home use. Any expert, in any field develops a style of questioning to determine exactly what their client needs.

Most therapists do this as part of their natural routine. It’s in their DNA to want to do the best for their client. This is why at our Day Spa in Bakewell we assess every client’s needs before any treatment via a consultation questionnaire. But that alone isn’t sufficient …. asking detailed questions and exploring personal needs in a private space before each treatment is highly valued by clients.

Is telling, selling?

Therapists are in a trusted position and their opinion and advice is respected and often sought out. Therapists have qualifications and years of training and experience. Before using any of the products in their Salon they will have compared them to other brands and undertaken specific product training.

Following each consultation, a client should have all the information and benefits of the products being presented. Where there is desire, the client will likely display buying signals to the therapist. It’s a natural step to conclude a sale, benefiting both the Salon or Spa and the Client.

A happy client recommends a great service and trustworthy products to others and returns time and time again.

Buying is made easy, natural, and dare I say organic! Happy Selling.