Are you interested in working as a skin care specialist? Selling professional skin care products is part of what an esthetician does. However, for some, making a sale is both difficult and emotional. The idea of confronting a client and trying to convince them to purchase what you’re selling can seem overwhelming. Trying to sell something, particularly skin care products, can be challenging. Fortunately, there are ways to overcome your emotions and move forward toward a successful career selling professional skin care products.
Part of any Esthiology program is anatomy and the function of skin. Understanding how skin functions and the products needed to keep it healthy will help you have a long, successful career selling professional skin care products. This knowledge will help you relate to, engage with, and make informed recommendations to all your clients.
Having a Basic Understanding of the Skin
When selling a skin care product, it can help to know how the human skin functions. You don’t need a doctorate in dermatology to be an effective esthetician or skin care specialist. However, you do need to know enough to give sound advice and informed presentations. It is important to understand the anatomy of the skin, common skin conditions, and topical skin reactions.
Anatomy of the Skin
A lack of understanding can be a large part of what drives sales anxiety. When you know what you are talking about it is easier to engage your clients. With confidence in your knowledge and security in your information it can be easier to get someone you don’t know to listen to you or take you seriously. Skin care is all about concentrating on the integrity and appearance of one organ, the skin. It is your first line of defense against illness and the first thing people see when they look at you. Learning the different layers of the skin, how the cells develop, how they are damaged, and the skin’s relationship to the rest of the body is crucial knowledge that will help improve your confidence when selling professional skin care products.
Common Skin Conditions
As a skin care specialist, you should be able to tell the difference between a serious dermal condition and a common cosmetic issue. This is important for the safety and confidence of your customers. This basic knowledge will help you protect your professional reputation against giving bad advice. When you know what the problem is you won’t make misguided recommendations. Recommending the right treatment starts with identifying the issue. Once you understand your customer’s problem you can recommend the right skin treatment and products to address it. You won’t know every single dermal condition, but you should at the very least be familiar with the most common ones.
Topical Skin Reactions
Even when you are fully informed, things can take an unexpected turn. When a client has an adverse reaction to a skin care product that you sell or endorse, your client should be able to approach you with this problem. They need to feel confident that their concerns will be heard and that their problems will be addressed.
A client may not always have faulty products or a failed treatment. People have varying degrees of skin sensitivity and there are many environmental factors that play a part in how skin reacts to a skin care product or treatment method. Two clients can have starkly different reactions to the same exact product or process. It is vital that you are aware of the differences between a skin irritation, an allergic reaction, and issues brought about by user error.
Have Good Skin Care Product Knowledge
Understanding what you sell is another important key to good sales. Charisma and personality are helpful tools that can increase your earning capacity, but they are not the foundation your sales career should be built on. If a client trusts you, then they are likely to return as a repeat customer. Answering someone’s questions about the condition of their skin, current available treatments, and the skin treatment products you sell can help you create loyalty with your clients. Skin care knowledge includes: the effects and uses of skin care products, the various skin care brands and companies, and the ingredients in skin care products.
Effects and Uses of Skin Care Products
You will have customers that have questions concerning the skin care products you sell. You should be ready to answer their questions and address their concerns. Some skin care products have more than one use, while others are highly specialized to treat a very specific issue. Products can be applied with a variety of techniques, while others have to be performed very methodically with specific tools. Some products are safe to use along with other treatments, while others may have more strict guidelines for use. Being able to convey this information to your client will help establish you as a reliable source for skin care product recommendations.
Skin Care Brands and Companies
Educating yourself about the brands and companies you represent can be more helpful than you might initially think. For instance, knowing whether a company tests their products on animals can be useful for customers who are cruelty conscious. Being able to tell clients whether a product is vegan, if a product uses certain chemicals, or if a brand has a history of customer dissatisfaction can help you proudly endorse reputable products. Being informed about what you sell can also help you avoid the pitfalls of representing irresponsible and unreliable brands.
Ingredients in Skin Care Products
There is no way that you can research every single ingredient in every single product you sell. However, you should at least be familiar with the main active ingredients so that you can help your clients understand how the product works. You should pay special attention to the more controversial and dangerous ingredients that can be found in skin care products. This information will keep you from selling harmful products. Ultimately, helping your clients better protect their skin from damaging ingredients.
Make a Meaningful Sales Pitch
Once you have the knowledge, talking to clients about skin care becomes easier. It is easier to start a conversation and make recommendations if you know what you’re selling. After obtaining your skin care knowledge and product information, it is time to focus on the social aspects of sales. Be sure to listen to what the client is saying and apply your knowledge while making the sales pitch.
Listen to What the Client is Saying
It is important that you pay close attention to clients that bring you an issue with their skin. This is the information that will guide your conversation and ultimately dictate the recommendations you make. Give the customer your full attention by facing them, making eye contact, and asking good questions. Once you are fully informed of the issue, you will then be able to suggest products, treatments, and/or services. This will help boost your revenue and help your clients at the same time. Listening to your clients can also assist in building trust and confidence, to establish customer loyalty.
Apply Your Knowledge
Your understanding of skin and extensive product knowledge is only helpful if you use it. Use everything you know about the industry and skin anatomy when helping a customer. The more information you have, the more helpful you can be. So, make a point to keep up to date on common skin conditions and stay current on any new trends in the industry. Continued learning will give you an advantage over your competition. You can also help keep your sales numbers strong by brushing up on the basics. Keeping information readily available helps your confidence and makes selling professional skin care products easier.
Make the Sales Pitch
Asking your client if they would like to buy something can be an awkward part of the sales interaction. Don’t be shy. Ask them if they have something specific they are looking for. Let them tell you if they are having a skin issue, don’t assume. If a client is quiet, you can try making a recommendation for a general skincare product. Recommend a cleanser or moisturizer to try and engage them, to get the conversation started. The more information you have to discuss, the easier the sales pitch becomes.
Did learning about how to sell professional skin treatment products interest you? If you have a passion for skincare, you could begin your career as an esthetician at the Minnesota School of Cosmetology (MSC). Our Esthiology Diploma Program is designed to be completed in under 5 months (600 clock hours) with full-time enrollment. Our esthiology diploma program has been developed by talented, caring, real-world professionals, many of whom still work in the field. We give our esthiology students experience in skincare, waxing, make-up, application of facials, and more.
Contact us today to learn more about becoming an esthetician and starting a rewarding career in the beauty industry.
*Completion time for this program is defined by 35 hours per week.