The profitability of the entire business depends on how skillfully your salon employees master sales techniques and how effectively they organize their work. One of the components of success in training employees in sales techniques and organizing their work is job standards.
Position standards are a set of instructions required by each employee. Typically, job standards include:
- organizational policy of the salon;
- corporate culture, as well as the basic principles, purpose and mission of the beauty salon;
- inner order rules;
- appearance rules;
- rules and principles of interaction with other employees;
- basics of service behavior and communication with clients;
- job description;
- all necessary orders and notifications;
- remuneration rules, as well as principles of reward and punishment;
- Description of services;
- description of specialists and the specifics of each specialist’s work;
- glossary;
- sales technique in a beauty salon.
I would like to dwell on the last point in more detail. Often, managers introduce job standards, limiting them to only a job description and a couple of orders. It would be good if such standards included elements of scripts or rules for communicating with patients/clients. And this despite the fact that every employee of a beauty salon must sell - both the administrator and the master! After all, in the end, the income of a beauty salon depends on how our employees can sell. But you need to sell and upsell not only services, but also subscriptions and, of course, home care products, which for many are especially difficult to sell. This is why sales training is essential, because if your employees know how to sell, your income grows exponentially.
Many beauty salon managers have no idea how important it is to include a training mini-course on sales techniques in their job standards. After all, when getting a job, employees, as a rule, do not have the slightest idea about sales. In our company’s job standards, almost half of the standards (about 50 pages) are devoted to describing techniques for selling home care services and products. In the standards we talk about the main stages of sales:
- opening;
- identifying needs;
- presentation;
- justification;
- work with objections;
- closing the client.
But in addition to the description of these stages, after each theoretical part there are corresponding exercises that the employee must complete so that we can make sure that the material is mastered appropriately.
Presentation
Presentation is a very important stage in sales. Most administrators think that this is the biggest part of their sales, or they think that this is where they should start communicating with the client. Such administrators immediately rush to tell a potential client about the offer, and receive nothing but irritation and refusal in return.
Have you ever been a “victim” of such an attack yourself, when the seller barely had time to say hello, quickly pronounces his name, quickly starting to present you with a product or service, obviously afraid of not having time to say everything before you interrupt his explanation? All of these are gross mistakes in sales.
Presentation of a service or related product is the presentation or presentation of your offer in such a way that the client wants to buy. The purpose of the presentation is to connect the client's real or possible needs with your service. This is best done in the “language of value” for the client. Thus, when you present your product, you should emphasize its benefit, advantage, value and personal interest that the customer will receive by purchasing your product or service. This is the secret to creating an effective presentation.
Never start a presentation without doing the following:
- establishing contact;
- opening;
- identifying needs or awareness of a possible existing need from the client (this is done through questions and live communication).
If you have done the previous steps correctly, the client will be interested in listening to you. That is why it is necessary to start the presentation only after “identifying needs”.
Most administrators talk a lot at the presentation stage about the procedure itself, properties and features, often using a large number of specific terms, overloading the client with information. This is a big mistake!
- How to teach a beauty salon administrator to sell services and perform their duties
The main secret of a perfect presentation
When you make an offer or presentation, you need to understand and remember the main thing: when we buy something, we do not buy technical characteristics, properties and features of a service or related product, we buy only the benefit and value that this product or offer will give us .
We make the decision to buy not because this procedure is useful, with many effects and characteristics, but only because we see that it will help us solve some problem or make our life better. We buy comfort, convenience, status, “getting rid of pain,” solving problems, etc.
For example, when we buy a figure correction course, we buy body beauty and comfort and self-confidence.
If you sell not the service, its characteristics, but the benefits that a person will receive by purchasing the procedure, you will always create a desire to buy.
When creating effective presentations, it is important to talk about the value and benefits you can gain from any feature of your procedures.
You can also make a presentation for a beauty salon. It is necessary to explain why they need to choose you, how the client will benefit if he undergoes procedures with you, and what values he will receive. And better yet, what will he lose if he doesn’t cooperate with you?
When you give a presentation, don't turn it into a monologue, continue to communicate with the client, have a dialogue, ask "questions of opinion" and "questions of agreement."
"A Matter of Opinion"
Find out what the client feels and thinks about the product or service being offered. This way you show concern and interest in him and how he is feeling by asking questions like these:
- What do you think about this?
- What do you like about this service?
- How do you think…?
- Is there anything you don't like about...?
"A Matter of Consent"
Obtain consent from your client using questions:
- See what I mean?
- Do you agree that this is...?
- Is not it?
If at this step the client asks questions or expresses objections, proceed to the next step - answer his questions, doubts, and resolve objections correctly.
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Test exercises that will teach sales techniques in a beauty salon
Exercise 1. Formulate the main goal of the “Presentation” stage.
Exercise 2. Make a table with the characteristics and benefits or values of the service.
|
Properties |
Values and Benefits |
Exercise 3. Work in pairs. Practice presenting the procedure with a partner using the “language of value” for the client.
Exercise 4 “What will you do?” Do the exercise in pairs; if you make a mistake, go back to the beginning. The exercise is considered completed when you do not make a single mistake while answering the questions. Such simple exercises in pairs will allow the manager to be confident that the master or administrator can easily apply sales techniques in the work of a beauty salon. Such exercises are prescribed for each stage of sales, but do not forget to give examples in the description of sales techniques so that employees understand what is being said.
Trainer: At the stage of identifying needs, you realized that the client’s true need is the need for comfortable eating. What will you do?
Student: You will make a presentation emphasizing the properties of the procedure, focusing on relief from pain and comfort when moving... That is, you will use the language of benefit when communicating with clients.
Trainer: At the presentation stage, you understand that there are many terms in the description of services. What will you do?
Student: You use the most understandable terms for the client, and also use the language of benefit when communicating with clients.
Trainer: In the process of identifying needs, you find out that the client is comparing you with a competitor. You made a presentation of a product or service. What are you doing next?
Student: Make a company presentation using the language of values. That is, you talk about what the client will gain if he receives services from you.
Trainer: At the stage of identifying needs, it turned out that you cannot help the client, your procedures do not meet his needs. For example, you do not have such a service. What will you do?
Student: Help the client find a beauty salon/product that can satisfy his need. This way you can get a loyal customer.
Trainer: At the presentation stage, you understand that the client lacks a complete understanding of the procedure. What will you do?
Student: Use the client’s feelings - let them see booklets, videos, describe in detail, using the sensations during the procedure, etc.
Trainer: At the presentation stage during a consultation, you feel that you are talking too much and the client is getting bored. What will you do?
Student: Use opinion questions.
For example:
- What do you think about this?
- How do you think…?
Trainer: You have completed the presentation of the procedure. The client had objections. What will you do?
Student: Move to the stage of working with objections.
Trainer: You have completed the presentation of the procedure or care products. The client agrees to purchase. What will you do?
Student: You complete the sale.
Many directors sigh heavily when they are asked a question about the success of selling professional cosmetics in their beauty salon. And they begin to talk about difficulties: that customers prefer to buy cosmetics in online stores, since they can save 20-40 hryvnia (about 1-2 dollars), and also that the masters do not want to actively sell cosmetics, despite all efforts and motivation systems.
It turns out that in the sale of cosmetics we often see more problems than opportunities. Today we will, of course, look at both of these aspects to learn how to take advantage of opportunities and eliminate problems and increase beauty salon profits through effective sales of professional beauty products.
What we would like to focus your attention on is the differences between sales of professional cosmetics in a beauty salon and in an online store or a regular store. Each of these options has advantages and disadvantages, and your task is to wisely use the advantages of beauty salons, eliminating or leveling the disadvantages.
Pay attention to the retail area, that is, the place where the buyer directly gets acquainted with the products presented. How is the retail area organized in your beauty salon? More than 90 percent of beauty salons cannot boast of “plus points” in this column. The organization of a sales area that is attractive to buyers and visible is something without which the sale of cosmetic products practically cannot exist.
In stores, the sales areas for professional cosmetics are in most cases much better decorated. As for online stores, they have their own virtual retail zone, but in the case of websites, navigation and convenient search are crucial. So, we draw conclusions: in the fight for the buyer, we are working on the retail zone.
Do you think that your main “enemy” is online stores or stores? However, you need to fight not against them, but FOR your clients. You might be surprised to learn how small a percentage of your potential customers stores are able to poach.
Research from professional companies shows that only 10-15 percent of beauty salon clients purchase professional cosmetics in stores. In other words, 85-90 percent of people who buy professional cosmetics in stores are not clients of beauty salons. These are people who visit beauty salons, cosmetology clinics or spa centers extremely rarely or do not do so at all. Accordingly, this is not your target audience.
The advantage of beauty salons over shops and online stores is that the professionals who sell in the UK know their product better. These are not just sellers, these are experts who individually select a product, recommend the best remedy in a particular case, prescribe a specific drug, and do not sell it in the “store” sense.
Low product knowledge is a significant disadvantage for sellers of online stores and regular professional cosmetics stores. Therefore, in the case of a purchase in a store, the client is faced with a high probability of making a mistake by choosing a product that is not suitable. In a beauty salon, the client purchases cosmetics that really suit him, which will help him solve his problems and achieve the desired result. So, you see that in matters of the authority of the seller and the benefits received by clients, beauty salons have a significant advantage over stores.
Conclusion:
We focus on these advantages and work to improve our masters’ mastery of sales techniques. Where can I get selective information on this topic? The service’s “Sales System in Beauty Salons” course will allow you to get answers that will allow you to significantly increase your sales efficiency, and this applies not only to cosmetics, but also, above all, to the basic services of your company, including.
Emphasize strong arguments for buying cosmetics in a beauty salon. Comparing further sales in a beauty salon and in a store, we see that in the case of a salon, the purchase argument also wins. High reputation of the seller, trust in him, safety of choice, efficiency in satisfying needs.
When purchasing from an online store or a regular store, the main argument is the price. We remind you that we are talking specifically about clients of beauty salons, and not about all buyers of professional cosmetics.
Motivate your staff correctly. Choose a simple and effective scheme for motivating your employees. To make the motivation system truly effective, you can use the techniques that we discuss in our courses on the website.
In stores, as well as online stores, there is a standard scheme where the seller is offered a certain salary plus a percentage of sales. Some distributors provide additional incentives to salespeople to increase sales of the brands they represent.
Let's talk about numbers
How do prices for wholesale purchases differ between a beauty salon and a store/online store? The price of wholesale purchases in the insurance company depends on the ability of management to negotiate with distributors and on the size of the purchase. There are several options in stores to solve this issue. The store can purchase products at a special price officially from distributors. As a rule, this is 5 percent higher than for beauty salons and 10 percent higher than the price of online stores. In another option, the store purchases products at a price similar to beauty salons. The third option is that the store receives goods from subdealers at a reduced price. And the fourth procurement option is gray import.
What is the markup in salons and stores? The markup of beauty salons ranges from 60 to 100 percent on average. The markup of stores/online stores is from 30 to 100 percent.
Having analyzed the above comparative characteristics of sales of professional cosmetics in beauty salons and stores, we see that on many points salons have an advantage, and where shortcomings are most often noted, there are opportunities and real tools for improvement.
P.S. NEW!
“My Beauty Salon” is a book about how to open a profitable beauty salon, attract clients and organize the work of staff. It is read in 16 countries around the world.
In the book 192 pages, clear and detailed tables, more than 20 tools, hard cover, convenient format. The author explains in detail what challenges every owner and manager of a beauty salon, cosmetology center and spa will have to cope with on the way to building a steadily growing business in the beauty industry. This book is a treasure trove of information and insights on all issues of creating and operational management of a beauty enterprise.
About the author. Natalya Goncharenko is the founder of the international Club of Beauty Industry Owners and the Beauty Salon Boss business school. Twice Winner of the Stella International Beauty Awards: 1st place in the nomination “Best educational center in the beauty industry - 2017”, and “Best business coach - 2018”. Author of two books on creating and developing a business in the beauty industry and health: Ideal beauty salon director (2015) and My beauty salon (2018).
I have watched more than once how sensible, successful people who have businesses in other industries instantly changed by opening a beauty salon. There they ruled, here they were controlled. There they had a plan, a budget, KPIs, regular management - here there is no trace of such an approach, instead there is constant firefighting.
In another industry they thought about the product - here about the design of the room. There they had at least some standards - here the excuses “Well, how can I force the administrator to do this?!” There was at least some kind of automation - there is a paper journal, verbal orders (I told her!), 5 telephones and a lot of daily paper reports from administrators.” There was structure and responsibilities - there were endless conversations and listening to complaints about everything and everyone, including yourself.
“There is no desire to come to your own salon!” - the owner of one enterprise complained to me...
Buy Natalia Goncharenko's book "MY BEAUTY SALON": description, content, reviews and 1 chapter
And we wish you inspiration and desire to work and become better every day!
Monday July 9th, 2018
How to increase profits without raising prices? This question is asked by many beauty salon owners. One solution is to implement sales techniques“additional sale” (otherwise: upsell) . If everything is done correctly, you will receive not only an increase in the average check, but also many satisfied and grateful customers.
An additional sale in marketing is an offer to the main service or purchase that brings value to the client and at the same time increases the average bill.
In fact, it is a working tool for business development. He helps:
- increase profitability (up to 20-30% or more);
- build long-term relationships with clients;
- improve the product portfolio;
- increase trust and loyalty to the salon.
Upselling to beauty salon clients is based on three key questions: what, how and when to sell? We will discuss them in this article.
What to sell?
Without a good foundation, any technique will be useless. Therefore, the sale of additional services begins with an assortment portfolio - a set of goods and services that are offered in a specific salon for a specific audience. And based on it, a scheme is drawn up: what to recommend to clients and in what case.
See how you can expand your offer using the example of women's haircuts:
- Basic service:Women's haircut.
- Additionally:Hair styling, hair washing, stylist work.
- Related services: Head massage, hair reconstruction, Olaplex restoration procedures, coloring (including hypoallergenic paints), gray hair coverage, etc.
- Analogues (in different price categories):Therapeutic thermal haircut (more expensive), simple length correction without styling (cheaper).
- Special offer:Keratin hair straightening using an innovative product.
- Comprehensive VIP program “Shiny and healthy hair”:Haircut with hot scissors + healing head massage + keratin straightening
- Sale of home care products: Shampoo, conditioner, hair masks selected by the master for the client (cosmetics of the same brands used in the salon).
- Parallel services: Pair session: hair coloring + manicure. Express program “Evening”: hairstyle + makeup + manicure.
To compile an assortment portfolio you will need:
- target audience research (to understand customer needs);
- analysis of competitors (to avoid their mistakes and find your USP - a unique selling proposition).
Read more about marketing research in the article “ ».
But the main amount of work is the systematization of goods and services, as well as setting up processes.
First, you need to track the consumption of goods and warehouse balances. Secondly, analyze which services sell well together and offer them. Thirdly, control financial flows and analyze which goods and services bring the maximum profit. Only then will it be possible to set up an effective up-selling system and control the income received.
Normally this can be a huge job and take up a lot of your time. But if you use a CRM system , all necessary processes are easily automated. You only need to upload data (about sales, products, services, prices, employees) and view ready-made reports generated automatically.
By clearly knowing what exactly to offer to clients, you can count on stable growth in business indicators.
How to sell?
There are various upselling tools, namely:
- Cross-sell (“cross-selling”).You offer related or related products to your main service. For example, after a manicure, use high-quality nail care products at home or hand cream.
- Up-sell (“sale up”).A more expensive analogue or alternative to what the client has already chosen. Not just a manicure, but a comprehensive SPA manicure with masks, massage and paraffin therapy.
- Down-sell (“selling down”).A more affordable option that will allow you to retain the client and gain his trust. If gel extensions are too expensive for a client, you can offer her shellac as an alternative.
Knowing these terms is definitely useful. But it will hardly do any good if you simply call your employees and tell them: “Girls, now use Cross-sell and Up-sell with every client. And, look at the situation, sometimes I allow Down-selling.”
Therefore, we have collected several “live” upselling techniques in a beauty salon, which you can start using tomorrow, adapting them to the characteristics of your establishment. Be creative, because every business is unique.
Many beauty salon clients subconsciously expect expert advice from the master. What shade of paint will suit them, what shampoo is best to use, what cream to buy for a trip to the sea. This is an opportunity to demonstrate the professionalism of your employees and at the same time increase the average check.
Example:
Did you like this shampoo? Do you feel how soft your hair has become?
Yes, especially the smell. How much does it cost?
There are different options, depending on the volume. If you want, after your haircut, the administrator will select you a shampoo from the home care line.
Advice.Imagine that the master recommended a certain product, the client intends to buy it... and suddenly it turns out that it is over. It's unpleasant, isn't it? You not only lose money, but also spoil the mood of your guest. Therefore, carefully monitor the balances in the warehouse. If you already have , assign each product a “critical quantity” value and the program itself will tell you when it’s time to replenish stocks.
“We remember you” technique
That very “individual approach” that many people declare, but not everyone actually uses. Make an offer based on the individual's preferences. Even if he doesn’t agree to an additional purchase right now, he will appreciate your attention and care.
Example:- Natalya Sergeevna, you liked the massage last time. Should I sign you up today too? Yes? Great. Back on honey, or want to try something new? We have just launched a new relaxation program...
Advice.If your administrators do not have a unique photographic memory, maintain client cards in CRM. In Beauty Pro, they store not only basic data (name, contacts, visit history), but also personal information: from marital status to skin type, color formulas and favorite brands. Just a couple of clicks - and the client’s data will be at your fingertips.
Technique “For results”
It doesn’t matter to clients that you bought a super expensive device for vacuum roller massage. Theythey just want to solve their problems: lose weight, tighten their figure, get rid of wrinkles. What they value is orientation towards the best result for them.
Example:
Hello! Do you do seaweed wraps?
Hello! Yes, sure. Are you interested in anti-cellulite effect?
Yes, I want to remove it on my hips.
Look, for the hips I can offer you the “Your Figure” program, it is now the leader in terms of effectiveness. This includes seaweed wrapping, warming up in a phytosauna and hardware massage of the problem area. There are only 10 sessions, and the feedback on the results is simply wonderful. Will you try it?
Advice.Remember that the goal is not to “sell” a service, but to make the person feel good. Don't promise 100% results if you can't guarantee it. Teach administrators to respect the client’s decision and not insist upon refusal. But it’s also important that your employees don’t get lost in the conversation and are knowledgeable about offering additional services. Prepare information tables and an upsell script for them, which will describe the advantages of complex programs and more expensive analogues.
Technique “We have a promotion today”
A far from new, but nonetheless effective way to increase your check is to offer a time-limited discount.
Example:
Are you happy with your new haircut?
Yes thank you.
Super! And today we have a discount on style gel, just for short haircuts. These are Italian professional cosmetics with which you can do your hair at home. Show?
Advice.Discounts are a strong upselling tool, but it is difficult to predict in advance whether a promotion will work or not. And here Beauty Pro will come to the rescue. By using the program to analyze the results of certain promotions, you will ultimately settle on the most effective ones, which not only bring in new customers, but also bring maximum profit.
“Bring a friend” technique
A marketing technique that solves two problems at once: increasing the average bill of a particular client and attracting a new one. How exactly? Offer him a gift certificate. This is especially true before the holidays.
Example:
Olga Alekseevna, Happy New Year! We have a gift for you, 20% discount on your next visit. We also have holiday certificates that you can give to friends and family.
What kind of certificates?
Look, there are different services and with different prices. You can give a specific program, for example, 2 hours of a relaxing massage, or a certificate for a certain amount: then the person will choose what he wants.
Advice.Certificates can be of different types. To choose which ones will be most effective in your salon, analyze past sales results and choose those offers that bring you more profit. The Beauty Pro program automatically records the buyer of the gift, the person who used it, and data on the goods or services purchased.
Technique “It’s time to upgrade”
If a person has not visited your salon for a long time, gently remind them of yourself. For optimal results, most services in the beauty industry are recommended to be repeated at certain intervals. Take advantage of this.
Example:
Irina Semyonovna?
Yes.
Hello. Are you concerned about the “Krasotka” center, you are our regular client. My name is Alina. Are you comfortable talking?
Yes, what did you want?
Irina Semenovna, you underwent laser hair removal procedure with us in February 2018. The specialist recommended repeating it in July. Let me make an appointment for you at a time convenient for you?
Advice.Give the client the opportunity to feel like a VIP: he doesn’t have to worry about anything, they’ve already taken care of him. It is important to do this unobtrusively and carefully. Use different reasons for reminders: an interesting promotion has started, you have new services, the client has money left in his bonus account, etc.
When to sell?
The right timing is one of the most important factors that influence the success of upsells in a beauty salon. There are 4 points that are advantageous from a psychological point of view:
- during recording, when the client is interested in which options are best for him;
- during the procedure, when the client communicates with the master and is predisposed to advice and recommendations;
- immediately after the end of the procedure, before payment;
- when the offer is timed to coincide with any occasion: anniversary of service in the salon, client’s birthday, calendar holiday, expansion of the range of services, etc.
The more personalized your offer, the higher the likelihood that the client will accept it and the upsell of services will take place. Therefore, it is worth saving complete information about your guests in CRM: from visit history and date of birth to personal preferences.
In addition, we recommend dividing clients into categories: one-time, regular, VIP, former clients, etc. This segmentation will help you make targeted offers to a particular part of the audience to achieve maximum impact.
Using information from the Beauty Pro system, you will be able to rank contacts by importance, make individual sales, and most importantly, form a constant circle of quality clients.
Retail sale of cosmetics in a beauty salon is a fairly common occurrence. However, you should not think that to start trading it is enough to simply buy cosmetics and then put them on display. There are legal subtleties here, which Vasily Sosnovsky, partner of the Genesis Law Company (Ekaterinburg), told us about.
Who, where and how the sale of cosmetics in the salon is regulated
Can beauty salons sell cosmetics? When retailing cosmetics on the territory of the Russian Federation in a salon, the seller must take into account the requirements of the Law on the Protection of Consumer Rights and the Rules for the sale of certain types of goods, approved by Decree of the Government of the Russian Federation of January 19, 1998 N 55.
In addition, cosmetic products sold in the Russian Federation must be safe for consumers. Technical Regulations of the Customs Union TR CU 009/2011 “On the safety of perfumery and cosmetic products”, approved by the Decision of the Customs Union Commission dated September 23, 2011 No. 799, establishes requirements for perfumery and cosmetic products, as well as related production processes in order to protect life and human health, property, environmental protection, and prevention of actions that mislead consumers regarding its purpose and safety.
BY THE WAY!
Convenient beauty products allow you to track the receipt of cosmetic products at the warehouse, as well as the sold items of cosmetics.
Perfume and cosmetic products that comply with the requirements of the CU TR are subject to marking with a single sign of product circulation on the market of the member states of the Customs Union.
Perfume and cosmetic products must be declared for compliance with the requirements of the CU TR with the participation of a testing laboratory (center) duly accredited in the member states of the Customs Union, or a certificate of state registration must be obtained for it.
At the same time, in order to sell cosmetics in a beauty salon in the Russian Federation, you should take into account the requirements of GOST 32117-2013 “Perfume and cosmetic products. Information for consumers”, approved by Order of the Federal Agency for Technical Regulation and Metrology dated 06/05/2013 No. 146-st, which is the national standard of the Russian Federation. This standard applies to perfumery and cosmetic products in consumer packaging sold in retail trade, in a remote sales system or distributed free of charge, as well as supplied to hairdressing salons, beauty salons and other organizations directly related to serving consumers, and establishes general requirements for information about it for the consumer.
How to sell cosmetics in a beauty salon: documentation
Licensing of activities for the sale of cosmetics is not provided for by current legislation. The seller only needs to sell through a legal entity or be registered as an individual entrepreneur.
In the case of providing cosmetic services, such activities are subject to licensing.
What taxes do you need to pay on the sale of cosmetics?
According to Article 346.26 of the Tax Code of the Russian Federation, the taxation system in the form of a single tax on imputed income for certain types of activities (UTII) can be applied to types of business activities, including retail trade carried out through stores and pavilions with a sales area of no more than 150 sq. .m for each object of trade organization, and retail trade carried out through objects of a stationary trading network that does not have trading floors, as well as objects of a non-stationary trading network.
Along with UTII, you can switch to a simplified taxation system or remain on the general taxation system.
How to legally sell cosmetics in a beauty salon: the possibility of a trade ban
When deciding how to properly sell cosmetics in a beauty salon, remember: if the cosmetics do not comply with safety requirements (declaration of conformity, certificate of state registration), circulation of such cosmetics is prohibited. In this case, if the cosmetics sold are properly certified (there is a declaration of conformity, a state certificate), we can only talk about identifying non-compliance with the quality and safety requirements of not all perfumery and cosmetic products, but a certain batch.
In order to sell cosmetics in a beauty salon to clients, you also need to remember that in order to identify the shortcomings of perfumery and cosmetic products in terms of quality, it is necessary to conduct toxicological, microbiological and other similar examinations. Such examination is usually carried out in SES laboratories on the initiative of Rospotrebnadzor. Accordingly, to initiate an examination of cosmetics, you should submit a corresponding application to the Rospotrebnadzor authorities.
What information about a cosmetic product must the seller provide?
In order to sell cosmetics in a beauty salon to clients, the seller is obliged to promptly, in a clear and accessible form, bring to the attention of the buyer the necessary and reliable information about the goods and their manufacturers, ensuring the possibility of the correct choice of goods.
The information must necessarily contain:
- Name of product
- location (address), corporate name (name) of the manufacturer (seller), location (address) of the organization (organizations) authorized by the manufacturer (seller) to accept claims from buyers and carrying out repairs and maintenance of the goods, for imported goods - name of the country origin of goods
- information on mandatory confirmation of conformity of goods in the manner prescribed by the legislation of the Russian Federation on technical regulation
- information about the main consumer properties of the product
- information on the energy efficiency of goods for which the requirement for such information is determined in accordance with the legislation of the Russian Federation on energy saving and on increasing energy efficiency
- rules and conditions for effective and safe use of the product
- warranty period, if it is established for a specific product
- service life (shelf life), if it is established for a specific product, as well as information about the necessary actions of the buyer after the expiration of the specified period and the possible consequences of failure to perform such actions, if the goods after the expiration of the specified period pose a danger to the life, health and property of the buyer or become unsuitable for intended use
- the price in rubles and the conditions for the purchase of goods, including when providing a loan - the size of the loan, the full amount to be paid by the consumer, and the repayment schedule for this amount.
If the product purchased by the buyer has been used or the defect(s) have been corrected, the buyer must be provided with information about this.
The seller must warn the buyer about any defects in the product not only orally, but also in writing (on the product label, sales receipt or other means).
In addition to the above information, data on perfumery and cosmetic products must contain, taking into account the characteristics of a particular product, information about its purpose, ingredients included in the product, action and effect, restrictions (contraindications) for use, methods and conditions of use, net weight or volume and (or) the number of units of the product in consumer packaging, storage conditions (for goods for which mandatory requirements for storage conditions are established), as well as information on state registration (for goods subject to state registration).
Does a client who bought cosmetics have the right to return it back (unopened)
No. Perfume and cosmetic products are included in the list of non-food products of proper quality that cannot be returned or exchanged for a similar product of a different size, shape, size, style, color or configuration, approved. Decree of the Government of the Russian Federation dated January 19, 1998 N 55. Therefore, if, after purchasing in the showroom, the consumer wants to exchange or return the product, even unopened, the seller has the right to refuse to return or exchange the product.
What documents for cosmetics must the seller present to the client upon his request?
In order to legally sell cosmetics in a beauty salon, the seller is obliged, at the consumer’s request, to familiarize him with the product accompanying documentation for the product, containing for each product name information on mandatory confirmation of compliance in accordance with the legislation of the Russian Federation on technical regulation. In particular, these are documents such as a certificate of conformity, its number, its validity period, the body that issued the certificate, or information about the declaration of conformity, including its registration number, its validity period, the name of the person who accepted the declaration, and the body who registered it. These documents must be certified by the signature and seal of the supplier or seller indicating his location (address) and telephone number.
Client's rights when deficiencies are discovered
What rights does the client retain when defects are discovered in the product? Let's consider three situations.
a.) The product has not yet been purchased or opened. The client has the right to demand that goods of appropriate quality be provided for subsequent purchase.
b.) The product was purchased and not opened. If the product does not meet any parameters (no markings, no uniform sign of circulation, no mandatory information about the product is provided), the client can agree with the seller on a replacement. If this fails, apply to the Rospotrebnadzor authority or to the court.
c.) The product was purchased and opened. If, when using cosmetic products, it turns out that they do not meet the quality, the client has the right to apply to the Rospotrebnadzor body, which must conduct an unscheduled inspection and examination of the products for compliance with quality. If, as a result of the examination, it turns out that the product does not meet the quality, then agree with the seller to return the product or go to court. In this case, through the court, the consumer has the right to demand compensation for moral damage caused.
If it turns out that cosmetics cause an allergic reaction, then you should consider whether the allergic reaction was caused by the seller’s failure to provide all the necessary information about the product, including the ingredients. If the occurrence of an allergic reaction was preceded by a failure to provide information, the client can try to negotiate with the seller or go to court.
IMPORTANT!
Registration of storefronts for retail sale is not provided for by the legislation of the Russian Federation.
Is it legal to sell cosmetics samples?
According to clause 55 of the “Rules for the sale of certain types of goods”, the buyer should be given the opportunity to familiarize themselves with the smell of perfumes, colognes, eau de toilette using litmus papers soaked in a fragrant liquid, snuff samples provided by product manufacturers, as well as other properties and characteristics of the goods offered for sale.
Current legislation does not prohibit the sale of cosmetics samples to consumers.
“How to sell to every beauty salon client”
“How to sell home care and additional services to high-status, capricious, aggressive and silent beauty salon clients using 3 simple techniques.”
- Do your customers buy the cosmetics you offer online?
- Are your clients not buying because they already have a whole box of cosmetics at home?
- Do your clients get scared when you start offering them something?
- Do your clients shut down when talking about purchasing additional care?
- Or even worse, the client buys and returns with claims that the product does not help, and then it becomes even harder to sell?
Employees of several Moscow business and premium class salons constantly faced such problems until they learned to prevent such cases using powerful sales techniques, which consist of simple, step-by-step actions of the employee.
Masters, administrators and salon managers are not at all to blame for the fact that they are taught sales only in cosmetic companies with which the salon cooperates.
Here it is important to understand the most important thing - the goals of the sales department of a cosmetic company and the goals of a beauty salon are as far from each other as Melbourne from Moscow. Or the second training option is “taxi driver trainers” who teach how to sell everything, whether the client needs it or not. And you are far from alone who faces such problems, and you are far from alone who receives a low-quality solution to such problems. After talking with employees of more than 70 salons, I identified the same problems and the same attempts to solve these problems. Masters turn a blind eye to useless training with every unsuccessful attempt to sell additional funds, because... This is not their main type of income. But this does not solve the problem of decreased trust and non-return of customers.
Thanks to my experience managing a sales department not only in the beauty industry, but also in medium and large businesses, and after talking with employees of more than 70 salons, I was able to create a solution to this problem.
- Prescribe the correct, selling line of salon products and services.
- Divide clients according to their psycho-types, and use a special form of communication for each type separately.
- Divide the process of communication with the client into stages and create a correct communication algorithm that creates trust at each stage of interaction with the client.
- Make a list of all the problems of salon clients and the consequences of these problems affecting the client’s life.
- Learn the rules of effective communication.
- Learn the basics of communicating with clients. How the client thinks, how the client makes decisions.
- Apply an added value model.
Some say that it is simply given to someone to sell, let them sell. Selling is not a gift, but a skill, like riding a bike or ice skating, that anyone can learn. It’s just that many people had a long negative experience due to the wrong approach to learning.
My name is Mikhail Vinnikov, I have been in sales for more than 14 years, and I can say with confidence that a salesman is a noble profession, a sincere seller, and not a manager-taxi driver. I have gone through different sales schools over these 14 years, and just like you, I can’t stand selling, sycophancy and deception. I say with full responsibility that selling without pushing, but feeling comfortable and receiving constant pleasure from the communication process is real!
Beauty salon employees who completed the course increased their sales results by 20% per month.
But more importantly, they began to enjoy communicating with clients and understanding this process from the inside. A massage master who has been working in a salon for several years and has never sold any products for home care, having understood the principles of individual communication and received specific tools, began selling additional care.
By purchasing the course, you receive:
- 9 lessons lasting 2 hours.
- A step-by-step algorithm for a master working with a new and regular client (pdf).
- Phrases and speech patterns of communication with the client at each stage for the master (pdf).
- Step-by-step algorithm for an administrator’s work when meeting a client (pdf)
- Step-by-step algorithm for an administrator's work when communicating by phone (pdf).
- Phrases and speech patterns when communicating with a client during a meeting and on the phone for the administrator (pdf).
- Table for compiling an individual selling product line (pdf).
- Description of types of clients, methods and forms of creating trusting relationships and behavior with each type of client.
- Slides of the entire course for future reference.
- 10% discount on any of my next products (course, personal coaching, group coaching, training)
I'm sure this is possible for you too!
Therefore, if the information received in the course turns out to be useless to you and you do not learn anything new for your work with clients, I will fully refund your money!