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