Mary Tange is the owner of Apricot Beauty salon from
I met Mary Tange at the Skincare millionaire seminar in April 2007. Since then, Mary did significant changes in her business.
One of the many changes was that Mary changed the focus of her business from treatment to retail. The following charts demonstrate the results:
Chart A – Tabulator A shows the general growth in sales between: 2008 to 2009. As you can see, Mary grew by about 8%. This growth was achieved during the economic crisis of 2008-2009!!!
Chart B– Tabulator B shows the general growth in RETAIL sales between: 2008 to 2009. As you can see, Mary grew by about 19,2%. Also this growth was achieved during the economic crisis of 2008-2009!!!
The interesting point (in case you didn’t notice) – at the beginning of 2008 (about 8 months after the millionaire seminar) Mary was already retailing 78% of her entire sales (including treatments). If you follow Mary’s progress, you will see that by the end of 2009, Mary was retailing nearly 90% of her entire sales (including treatments).
When you look at the classical sales of most beauty salons/SPA, you will find out that the RETAIL SALES are about 20% of the entire sales while the treatments take about 80% of the entire sales.
Summary – most beauty salons/SPA around the world suffer from lack of RETAIL SALES. This means that customers who visit beauty salons/SPAS come for the treatments and purchase the skincare products at the shops. This is of course a great pity seeing that the beauty salon/SPAS loose most of the customer’s budget for homecare products (skincare products) and leave this RETAIL budget to be spent at their competitors, meaning, at the cosmetic shops.
THE CORE PROBLEMS in this case (of loosing retail sales) are the following:
1. The customers don’t understand the difference between the products that you retail to the ones that are sold in the cosmetic shops.
2. The customer thinks/believes that there is no difference between the products that you sell to the ones that are sold in the shops.
3. The customers aren’t offered a “good deal” or “irresistible offers” as the cosmetic shops do.
4. The customers don’t position you (in their mind) as an expert in prescribing professional skincare but positions you as an expert in doing treatments.
5. The customers don’t trust that you offer them the best value for their money.
6. You don’t know how to close the sale – you lack the knowledge of sales skills.
7. Customers who visit the shops in order to buy “other products” that you don’t retail (at the moment) and are exposed to “temptations” to buy skincare while they are already in the shops…
Here is what Mary did:
1. The customers don’t understand the difference between the products that you retail to the ones that are sold in the cosmetic shops. Mary retails exclusively the Dr.Baumann skincare ranges and focuses on the unbeatable SkinIdent line. Customers can not find similar products in the shops. Mary concentrates in explaining the difference between the Dr.Baumann skincare lines to the ones that are retailed in the cosmetic shops.
2. The customer thinks/believes that there is no difference between the products that you sell to the ones that are sold in the shops. Mary concentrates in explaining the difference between the Dr.Baumann skincare lines to the ones that are retailed in the cosmetic shops. By doing so, the customers change their “old understanding” and adopt the “new understanding” that there is a clear difference between what Mary retails to what is sold in the cosmetic shops.
3. The customers aren’t offered a “good deal” or “irresistible offers” as the cosmetic shops do. Mary constantly offers “irresistible offers”. Mary uses the special offers that Dr.Baumann offers each month and passes those special offers to her customers. Mary doesn’t “buy cheap” from Dr.Baumann and sells them for a full price. In other words, Mary passes the promotions directly to her customers.
4. The customers don’t position you (in their mind) as an expert in prescribing professional skincare but positions you as an expert in doing treatments. Mary uses the Dr.Baumann cosmetic MANAGER software that “prescribes skincare according to skin problems” in addition to her long experience as a cosmetician.
5. The customers don’t trust that you offer them the best value for their money. Mary offers the Dr.Baumann 100% satisfaction guarantee. This means, that customers are informed that they can claim their money back in case that they don’t see visible results within 3-5 weeks. This builds extra trust!!!
6. You don’t know how to close the sale – you lack the knowledge of sales skills. Mary visited all the Dr.Baumann trainings and especially the sales training led by Dr.Henrich.
7. Customers who visit the shops in order to buy “other products” that you don’t retail (at the moment) and are exposed to “temptations” to buy skincare while they are already in the shops… Mary stocks about 11000 EURO of Dr.Baumann products. This means that Mary retails the entire Dr.Bauman product ranges (over 400 items). This allows Mary to offer skincare solutions from top to toe. Mary doesn’t just sell face care, but, Mary sells everything that a customer needs. This enables Mary to have more “customers share” additional to more “market share”. In simple words, having sufficient retail products makes the customers spend more money at Mary instead of spending it in the shops (her competition).
Also you can “flip your sales” and increase your retail sales by 300%-400% if you do what Mary does!
· Differentiate your business from the competition by retailing Dr.Baumann skincare.
· Learn the sales skills
· Read and do exactly what Mary does.
Meet Mary Tange
