Day 8: Advise on Beauty Services

Yesterday we had a whole booklet to go through 'Advise on Beauty'.

We learnt about:

1. Improving, maintaining and sharing knowledge
2. Researching and applying product and service knowledge
3. Demonstrate an understanding of competitors products and services
4. Identifying clients needs and matching these to products and services
5. Evaluating products and services according to a client's requirements
6. Demonstrating and accurately explaining features and benefits to clients

So the whole thing was pretty much about selling beauty products. So this might come in handy for anyone! Even if you're not working in the "beauty" industry. :)

(I'm going to try my best to just keep it short with the important notes)

1. Improving, maintaining and sharing knowledge
Some clients who come into your workplace may already know what they are looking and what service they want. But most of the people will seek your advice on which product or service will suit their requirements.

Many clients will make the purchasing decisions based on the depth of your knowledge and how you communicate about the product. It also comes back to good customer service, if you're all grumpy and you don't really care for the clients requirements, their not going to buy from you.

Understanding product and service knowledge relates to:
- the basic contents of the product
- the procedures of the product
- the storage and handling requirements
- the effect and uses of the product
- the effect and purpose
- the feautres and benefits
- the advantages and disadvantages of the product
- the price
- the brand (is it good?)

2. Researching and applying product and service knowledge
Within your workplace, you may have a large range of products displayed for clients to choose from. Similar products vary to some degree in brand name, contents, price, appearance etc...

It is very important that you understand the features of the products in your workplace and also know the needs and wants of the client. This is because you may come to a time when you have to think why is this product more suitable for the client than the other one?

3. Demonstrate an understanding of competitors products and services
Competitors are everywhere! You have to understand what your competitors offer to their clients. With this knowledge, you can compare the products and services in your workplace and describe the advantages and benefits of your range to clients.

Clients consider making decisions when purchasing a product from one particular beauty business. This is include of:

- Price range (expensive, inexpensive)
- Service options (is there a wide range of products to choose from?)
- Treatment options (are there different types of treatments available?)
- Brand options (is my favourite product brand avaible?)
- Guarantees (is there a client satisfaction or money back guarantee?)
- Ingredients (do the products use natural ingredients?)
- Likelihood of allergic reactions (is there information about possible reactions?)
- Appearance of the product

4. Identifying clients needs and matching these to products and services
Before you can explain the benefits of the product and encourage them to buy it, you must establish the requirements and preferences of that client. The six main categories include of:

1. Safety (will it irritate client?)
2. Performance (will it work?)
3. Appearance (packaging attractive?)
4. Comfort (does it have a frangrance?)
5. Economy (is it afforable?)
6. Durability (what strengths does it have?)

5. Evaluating products and services according to a client's requirements
This is mainly about the knowledge of the benefits and features of the product.

Features - the physical characteristics (texture, smell, colour, long lasting etc..)
Benefits - benefits build on the feauture of the product (what can this product or service do for me?)

For example:
Features Benefits
smooth texture feels comfortable, easy spread
fragrance smells pleasant
long lasting do not have to re-apply

6. Demonstrating and accurately explaining features and benefits to clients
Giving the clients a visual demonstration is good way of encouraging them to make their final decisions.
Demonstrating the best techniques for apply the product or showing them the colours, texture, how it feels on the skin can be a great way to communicate with your clients. You can simply demonstrate a lipstick colour by applying it on the back of your hand.

Well, I hope this comes in handy! :D