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Increase your sales through high-profit retailing by targeting the most desirable clientele. Learn how to entice these clients--the reschedulers and consistent buyers—to purchase your products, treatments and services.With any spa business, it is crucial to attract consumers who are seeking the services you offer and have the income to support frequent patronage. Marketing efforts not only should include maintaining existing clients, but also targeting untapped potential consumer groups that show promise and revenue potential. Some of these include baby boomers, Gen X'ers, mothers-to-be, upscale suburban caretakers, the socially affluent, 'tweens, and young, single, urban, multiethinic professionals in your area.
Targeted clientele No longer can estheticians play by the rules of the retail game. Self-reliant and highly self-educated clients must be handled differently, thus requiring a fundamental alteration in the way in which merchandising is approached. Today's profitable retailers are successful because they forge mutually beneficial partnerships with clients. When products are increasingly accessible on the Internet with the click of a mouse, spa professionals must be well versed in new technologies and synergies that generate substantial sales increases.
The potential to buy To reach the minds of the preferred target clientele, create a psychological connection to get consumers to make a purchase. To do this, make products and treatments appear as the objects of the client's own goals and desires. The intention is to get the client involved by encouraging self-directed behavior—self-modification for personal adjustment. Remember that a client's income level has a lot to do with their willingness to spend money in and establishment, as well as the frequency. Clients who have overstretched their budgets or ho are mired in money crunches—although loyal—should not be the focus of high-profit retailing strategics.
Sell without the sales pitch
Merchandise with winning displays.
Let light make the difference.
Make a colorful impact.
Keep pricing appropriate.
Establish an inventory ordering system.
Provide cutting-edge salesmanship.
Manage promotions effectively.
Adopt tight security measures.
It's all about positioning
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http://www.4nursing.com/rayner/articles.rayner.capitalizing.on.high.profit.retailing.htm
Last updated by Andrew Lopez, RN on Monday, February 28, 2011 |
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