business|splash retail
their own individual brochure, are efficacious, scientifically proven and have a good look and an attainable “sweet spot” price. Because of the nature of splash products, your investment can be what it needs to be for the size of your company and the budget you have to work with. Work with forward thinking vendors that have NO minimum “buy ins” or crazy, rigid old school requirements and contracts. Indeed, suggestions and tips for selling and marketing the brand are welcome and expected, as are large volume purchasing incentives. At the same time, we want the freedom to implement new products in our business the way we see fit! After all, it is our business, right?
Meeting demand Most product lines have an enormity of SKUs, with an average of 100 and some exceeding 200. Statistically, about 20 percent of the SKUs are good movers, while the rest collect dust. There are a wide variety of reasons that some sell and others don’t. It could be the location on the shelf, the signage and marketing (or lack thereof), what product the skin therapist uses during the service or any number of other factors. More than anything, it has to do with what your team likes and uses themselves, and what they are excited about. That being said, your team members should be active participants in deciding what to bring into the business, as this is what they will be working with and selling—rather than trying to force them to sell something that they don’t like or believe in. Your vendors should be happy to supply you with a few samples for all of your team to try and evaluate. Skin therapists often have a tough time selling as it is. But if they do not even believe in what they are trying to sell, it’s a lost cause!
A little bit, all the time Above and beyond the flexible financial commitment that splash products represent, they are also easy to learn about, market and understand. Remember that we are talking about two to four products that you are generally moving in at a time, not 150! This gives us plenty of time to test, use, study and be educated about these products by our partners (suppliers). It allows us to focus on a small group of fabulous new product(s), as opposed to a huge, overwhelming new line! November 2012 • Les Nouvelles Esthétiques & Spa
Above and beyond the flexible financial commitment that splash products represent, they are also easy to learn about, market and understand. Remember that we are talking about two to four products that you are generally moving in at a time, not 150! Having this kind of focus, knowledge and team enthusiasm about new splash products can be incredibly powerful—to the extent that your splash products will likely outsell your historical baseline products. As this occurs, the wheels begin to turn and the light bulbs illuminate. Maybe this is the way forward to diversifying your business, increasing customer satisfaction, team enthusiasm and explosive sales. Maybe it even prepares your vehicle for a necessary change.
Opportunity If your current retail sales are through the roof and consistently exceed 50 percent of your service sales, I would not recommend changing anything. If you find yourself with the other 99 percent of us, then consider the opportunity that well manufactured and supported splash products can bring to your business. Remember to look for and work with vendors who understand and function within the parameters of the new culture guidelines. No minimum purchases, no imposing requirements, complete education and marketing support, and creative pricing incentives that celebrate your outstanding sales efforts! Find partners who want to work with you, respect your business and champion your success and individuality! n David Suzuki, president of Bio-Therapeutic, Inc., has been an active licensed member of the esthetics industry for more than 18 years. He is an authority on technology and regulatory issues, including FDA submission and acquisition. Suzuki serves as an advisor to institutions and state boards, writes for numerous industry publications and journals and conducts educational seminars and classes. E-mail him at dsuzuki@bio-therapeutic.com or visit www.bio-therapeutic.com. www.LNEONLINE.com • Page 85