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Chapter 23: SELLING PRODUCTS AND SERVICES Flashcards | StudBud
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Chapter 23: SELLING PRODUCTS AND SERVICES
Chapter 23: SELLING PRODUCTS AND SERVICES
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1
Whose needs does a successful sales and marketing program meet?
client
neither client nor esthetician
both client and esthetician
esthetician
2
What is correct term for free media attention?
publicity
marketing
advertising
promotion
3
What should you do sometimes between 24 hours and one week
ask the client for referral to another potential client
place a follow-up phone call
send an e-mail asking why the client has not yet returned to the salon
check with the receptionist to see if the client has re-booked yet
4
When are benefits of receiving referrals from clients, coworkers, and other people?
decreasing existing clientele by replacing them with new clients
being able to completely stop all other promotional activities
enhancing existing clientele and increasing business
being able to increase prices for each new client
5
What is a benefit of keeping good client records?
serving client needs better
remembering how much to increase prices each visit
creating the illusion of personal service
identifying the least profitable clients so you can refuse to serve them
6
What is MOST important for you to know about your products and services?
environmental sustainability
Consumer Reports rating
corporate ownership
benefits and features
7
What can interfere with the relaxation benefit of a treatment?
the esthetician’s touch on the client’s skin
soft music playing in the background
use of any type of sales technique
improperly utilized sales techniques
8
What effect do repeat customers have on a business?
eliminate the need for marketing
eliminate the need for advertising
keep the business flowing
deter potential client from coming into the salon
9
What can you increase once you gain a comprehensive knowledge of products and services?
product popularity
retail pricing
retail sales
product efficacy
10
When should you find out what the client already knows about his or her own skin?
you should ways assume the client knows everything about skin care
before trying to educate the client about products or services
after educating the client about products or services
you should always assume the client knows nothing about skin care
11
When is it prudent for you to formulate your own sales objectives?
when you think your salon’s sales quota system is too conservative
when salon does not have a sales quota system
when you think your salon’s sales quota system is too aggressive
setting sales objectives is never the responsibility of esthetician
12
What should you do when faced with an overwhelming amount of information about retail products?
break down product knowledge into manageable categories
select one single product and learn everything there is to know about it
encourage clients to look into products themselves to determine what they
ignore all outside information and rely solely on marketing materials
13
What do you become once you are educated on the benefits of products and services?
committed to their value
capable of convincing people to spend money irresponsibly
eager to provide them for free
capable of convincing people to make unnecessary purchases
14
When is it recommended that you demonstrate the use of products and treatments?
whenever possible
when you think the client needs an extra push to make a purchase
when you think the client can’t understand things without help
never
15
What is one possible element of the closing consultation?
preparing a home-care program
relaxing massage
analyzing skin type
hot-towel application
16
What is one of the esthetician’s professional responsibilities?
making the client spend as much money as possible
selecting retail products based on price, not function
recommending and providing quality skin care products for clients
getting the client used to buying as many products as possible
17
When is it appropriate to reveal to the client that you don’t know something?
when the client asks about a service you don’t want to perform treatment
when the client requests information about an unfamiliar subject
when you sense the client wants to “show off” personal knowledge
you should always create the impression you know everything
18
What is the main criteria for selecting the products and services you recommend to particular client?
benefits for that specific client
whether you think the client will return
whether you think the client will provide referrals
how much that client can spend
19
What terms refers to how retail products are displayed
merchandsing
retailing
upselling
marketing
20
What is an example of hard selling?
selling a “hard good” like a product instead of a “soft” one like a service
repeating emphatically why a client should buy a product
assuring the client that buying a product is not necessary
suggesting that a client can come back for a purchase another day
21
Why are esthetician’s expected to bring client’s attention to sales promotions?
clients want to buy products, not just the treatments they requested
using this technique means the salon doesn’t have to pay for advertising
supporting advertising strategies is the esthetician’s main function
that is the esthetician’s role in supporting advertising strategies
22
What client behavior do you encourage by offering clients incentives such as information about upcoming special offers?
checking out the competition
constantly asking for discounts
procrastinating
rebooking
23
What are advertisements?
artistic treatments of the salon’s name used on signs and uniforms
cost-free promotional efforts intended to increase business
catchy slogans used in newspapers, radio, and television
paid promotional efforts intended to increase business
24
What is explained in the literature most companies provide for their products?
information about which competing products are more effective
information about which competing products are less expensive
theory behind their products
details of current litigation
25
What is MAIN purpose of sales quotas?
to encourage clients to rebook
to simulate growth
to reward the most popular esthetician’s in the salon
to reduce excess stock of retail products
26
What is consultative selling?
advising clients and recommending the best treatments for them
persuading a client to buy more products or services than planned
referring the client to a consultant who can “close” the sale
telling the client to come back during a future sales promotion
27
What is NOT an element of an intake form?
data about client skin care habits
credit-card spending limits
complete client profile
information about client health
28
What term refers to a strategy for how goods and services are bought, sold, and exchanged?
marketing
merchandising
upselling
retailing
29
What is NOT an example of direct marketing?
upselling
coupons
postcards
text messages
30
What is promotion?
positioning products in the store so clients see them before leaving
persuading clients to spend more during a visit than expected
proccess of getting the consumer’s attention
advising clients about the best products for their skin
31
What is one of the best methods of advertising for a salon?
a flashing sign outside the salon
wearing T-shirts with the salon logo
using keychain with the salon logo
referrals from current clients
32
What is retailing p?
practice of encouraging clients to add services to an in-salon treatment
practice of sharing general information about retail products
art is recommending and selling products to clients for at-home use
physical act of ringing up a clients purchase at the register
33
What are consultation skills crucial for accomplishing?
complying with safety regulations
adhering to legal requirements
analyzing product efficacy
recommending products and services
34
What can the esthetician accomplish by learning to recognize the value in selling?
learning to look at the client as a source of money, not a person
moving beyond the negative connotations of selling
learning how to properly apply recommended products
learning to look at products as income rather than as useful tools
35
What is upselling?
practice of sharing general information about retail products
art of recommending and selling products to clients for at-home use
physical act of ringing up a clients purchase at the register
practice of encouraging clients to add services to an in-salon treatment
