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Chapter 23

Terms in this set (35)

What is explained in the literature most companies provide for their products?
theory behind their products
What is the main purpose of sale quotas?
to stimulate growth
When is it prudent for you to formulate your own sales objectives?
when your salon does not have a sales quota system
What should you do sometimes between 24 hours and one week after a clients salon visit?
place a follow-up phone call
What are benefits of receiving referrals from clients, coworkers, and other people?
enhancing existing clientele and increasing business
What is one of the best methods of advertising for a salon?
referrals from current clients
What client behavior do you encourage by offering clients incentives such as information about upcoming special offers?
rebooking
When should you find out what the client already knows about his or her own skin?
before trying to educate the client about products or services
When is it appropriate to reveal to the client that you don't know something?
when the client requests information about an unfamiliar subject
What is retailing?
Art of recommending and selling products to clients for at-home use
What is upselling?
Practice of encouraging clients to add services to an in-salon treatment
What are consultation skills crucial for accomplishing?
recommending products and services
What effect do repeat customers have on a business?
keep the business flowing
Why are estheticians expected to bring client's attention to sales promotions?
that is the estheticians role in supporting advertising strategies
Whose needs does a successful sales and marketing program meet?
both client and esthetician
What can the esthetician accomplish by learning to recognize the value in selling?
moving beyond the negative connotations of selling
What is one of the esthetician's professional responsibilities?
recommending and providing quality skin care products for clients
What do you become once you are educated on the benefits of products and services?
committed to their value
What are advertisements?
Paid promotional efforts intended to increase business
What is a benefit of keeping good client records?
Serving client needs better
What is one possible element of the closing consultation?
preparing a home-care program
What is consultative selling?
Advising clients and recommending the best treatments for them
What is NOT an example of direct marketing?
Upselling
What term refers to a strategy for how goods and services are bought, sold, and exchanged?
marketing
What term refers to how retail products are displayed in the salon?
merchandising
What is promotion?
Process of getting the consumers attention
What is the correct term for free media attention?
publicity
What is NOT an element of an intake form?
Credit card spending limits
What is an example of hard selling?
Repeating emphatically why a client should buy a product
What can interfere with the relaxation benefit of a treatment?
improperly utilized sales techniques
What is the main criteria for selecting the products and services you recommend to a particular client?
benefits for that specific client
When is it recommended that you demonstrate the use of products and treatments?
whenever possible
What is most important for you to know about your products and services?
benefits and features
What can you increase once you gain a comprehensive knowledge of products and services?
retail sales
What should you do when faced with an overwhelming amount of information about retail products?
break down product knowledge into manageable categories
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