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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
Why are esthetician’s expected to bring client’s attention to sales promotions?
clients want to buy products, not just the treatments they requested
supporting advertising strategies is the esthetician’s main function
that is the esthetician’s role in supporting advertising strategies
using this technique means the salon doesn’t have to pay for advertising
2
What is MOST important for you to know about your products and services?
Consumer Reports rating
environmental sustainability
corporate ownership
benefits and features
3
When should you find out what the client already knows about his or her own skin?
after educating the client about products or services
before trying to educate the client about products or services
you should ways assume the client knows everything about skin care
you should always assume the client knows nothing about skin care
4
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 esthetician
when you think your salon’s sales quota system is too conservative
when salon does not have a sales quota system
5
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
how much that client can spend
whether you think the client will provide referrals
6
What is an example of hard selling?
assuring the client that buying a product is not necessary
selling a “hard good” like a product instead of a “soft” one like a service
repeating emphatically why a client should buy a product
suggesting that a client can come back for a purchase another day
7
When are benefits of receiving referrals from clients, coworkers, and other people?
being able to increase prices for each new client
enhancing existing clientele and increasing business
being able to completely stop all other promotional activities
decreasing existing clientele by replacing them with new clients
8
What term refers to a strategy for how goods and services are bought, sold, and exchanged?
marketing
retailing
upselling
merchandising
9
What terms refers to how retail products are displayed
merchandsing
upselling
retailing
marketing
10
What are consultation skills crucial for accomplishing?
complying with safety regulations
adhering to legal requirements
analyzing product efficacy
recommending products and services
11
What can interfere with the relaxation benefit of a treatment?
improperly utilized sales techniques
soft music playing in the background
the esthetician’s touch on the client’s skin
use of any type of sales technique
12
When is it recommended that you demonstrate the use of products and treatments?
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
whenever possible
13
What can you increase once you gain a comprehensive knowledge of products and services?
product efficacy
retail sales
retail pricing
product popularity
14
What is consultative selling?
referring the client to a consultant who can “close” the sale
telling the client to come back during a future sales promotion
advising clients and recommending the best treatments for them
persuading a client to buy more products or services than planned
15
What is one of the best methods of advertising for a salon?
referrals from current clients
a flashing sign outside the salon
wearing T-shirts with the salon logo
using keychain with the salon logo
16
What can the esthetician accomplish by learning to recognize the value in selling?
learning how to properly apply recommended products
learning to look at the client as a source of money, not a person
learning to look at products as income rather than as useful tools
moving beyond the negative connotations of selling
17
What is retailing p?
practice of sharing general information about retail products
practice of encouraging clients to add services to an in-salon treatment
physical act of ringing up a clients purchase at the register
art is recommending and selling products to clients for at-home use
18
What client behavior do you encourage by offering clients incentives such as information about upcoming special offers?
procrastinating
constantly asking for discounts
checking out the competition
rebooking
19
What effect do repeat customers have on a business?
eliminate the need for advertising
eliminate the need for marketing
deter potential client from coming into the salon
keep the business flowing
20
What is one possible element of the closing consultation?
preparing a home-care program
analyzing skin type
relaxing massage
hot-towel application
21
What should you do sometimes between 24 hours and one week
place a follow-up phone call
ask the client for referral to another potential client
check with the receptionist to see if the client has re-booked yet
send an e-mail asking why the client has not yet returned to the salon
22
What is NOT an example of direct marketing?
postcards
upselling
text messages
coupons
23
What is upselling?
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 of sharing general information about retail products
physical act of ringing up a clients purchase at the register
24
What is explained in the literature most companies provide for their products?
theory behind their products
information about which competing products are more effective
information about which competing products are less expensive
details of current litigation
25
What should you do when faced with an overwhelming amount of information about retail products?
encourage clients to look into products themselves to determine what they
ignore all outside information and rely solely on marketing materials
select one single product and learn everything there is to know about it
break down product knowledge into manageable categories
26
What is NOT an element of an intake form?
credit-card spending limits
complete client profile
information about client health
data about client skin care habits
27
When is it appropriate to reveal to the client that you don’t know something?
you should always create the impression you know everything
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
28
What is MAIN purpose of sales quotas?
to encourage clients to rebook
to reduce excess stock of retail products
to simulate growth
to reward the most popular esthetician’s in the salon
29
Whose needs does a successful sales and marketing program meet?
neither client nor esthetician
both client and esthetician
esthetician
client
30
What are advertisements?
paid promotional efforts intended to increase business
catchy slogans used in newspapers, radio, and television
artistic treatments of the salon’s name used on signs and uniforms
cost-free promotional efforts intended to increase business
31
What is one of the esthetician’s professional responsibilities?
making the client spend as much money as possible
recommending and providing quality skin care products for clients
getting the client used to buying as many products as possible
selecting retail products based on price, not function
32
What is correct term for free media attention?
advertising
promotion
marketing
publicity
33
What is promotion?
positioning products in the store so clients see them before leaving
proccess of getting the consumer’s attention
advising clients about the best products for their skin
persuading clients to spend more during a visit than expected
34
What do you become once you are educated on the benefits of products and services?
committed to their value
capable of convincing people to make unnecessary purchases
eager to provide them for free
capable of convincing people to spend money irresponsibly
35
What is a benefit of keeping good client records?
serving client needs better
identifying the least profitable clients so you can refuse to serve them
remembering how much to increase prices each visit
creating the illusion of personal service
