ASK THE EXPERTS
How can I encourage my staff to become better retailers?
HANNAH WHITE
Hannah White is the head of education and sales at skincare brand Monuskin and devices brand Carlton Professional.
Encouraging your team to become skilled retailers not only enhances customer experience but significantly boosts business success. To effectively motivate your team, it’s essential to communicate clearly why retailing matters, provide practical training and reward exceptional performance.
THE ROLE OF EDUCATION
Firstly, education and clarity are paramount. Practitioners often perceive retailing as purely sales-oriented, neglecting the intrinsic value it adds to patient care. Many practitioners feel reserved or shy about selling products due to fear of rejection or seeming pushy. Reframe retailing as an extension of their professional advice and patient wellness journey. Demonstrate how recommending appropriate products completes the treatment experience, maintains results, and ensures patients feel cared for beyond the clinic visit. Clarifying this perspective encourages practitioners to see themselves as trusted advisors rather than merely salespeople, helping reduce anxiety around retail conversations.
Practical training is equally vital. Confidence in product knowledge directly correlates with successful selling. Offer regular workshops or training sessions, focusing on the benefits, active ingredients and ideal use cases of each product. Incorporate role-playing scenarios to build confidence and enhance communication skills. Allow practitioners to share experiences and tips with each other, fostering a supportive and collaborative learning environment. As practitioners become more comfortable and knowledgeable, retail sales naturally increase.
To address feelings of reservation and shyness, emphasise empathy in selling techniques. Encourage practitioners to genuinely listen to patients, identify their needs and make personalised recommendations. Reinforcing the importance of authenticity and genuine care can greatly reduce anxiety and boost confidence.
HOW TO INCENTIVISE YOUR STAFF
Incentivising staff can greatly boost enthusiasm for retailing. Develop a rewarding incentive programme that recognises both individual and team achievements. Rewards don’t always have to be monetary – consider acknowledging achievements through staff recognition, extra training opportunities, spa days or product discounts. Regular feedback and celebrating small wins help maintain motivation and encourages continual improvement.
Tracking performance transparently can also inspire your team. Open dialogue around progress allows practitioners to clearly see their impact on business success. Understanding their contributions motivates them to sustain and enhance their retailing efforts.
THE IMPACT OF BOOSTING RETAIL
The impact of improved retailing skills within your team is multifaceted. Financially, increased product sales provide higher profit margins and boost overall revenue, allowing reinvestment in staff training, business expansion, and facility improvements. Operationally, a retail-focused team creates a comprehensive customer experience, significantly enhancing patient retention rates. Patients appreciate personalised advice, building loyalty and increasing the frequency of visits and referrals.
Moreover, effective retailing transforms your team into genuine brand ambassadors. As practitioners deepen their product knowledge and confidence, their enthusiasm becomes infectious. Personally, beauty practitioners will experience increased self-confidence, job satisfaction, and pride in their professional growth. This enthusiasm transfers to customers, creating a vibrant atmosphere within your establishment. This positive environment not only attracts more patients but also makes the business an attractive workplace, aiding staff retention and recruitment.