We ask Beauty Advisors how they go out from their counter and approach customers to invite them back to counter for a service or consultation. How do they traffic stop?
Traffic stopping is a skill and it can take time to perfect. Firstly the team and I begin this process by deciding upon the offer, product or new launch that we wish to share with all prospective new customers. Often we gather a handout or sample, so at least there is a takeaway and a lasting experience with Clarins. Secondly, we discuss a dialogue which must be direct and to-the-point, because the majority of customers are passing by, not initially intending to stop at the Clarins counter. We believe that presentation is also incredibly important when traffic stopping. Do you look the part in your uniform? We feel it is important to greet a customer with a big smile (genuinely), a confident and friendly approach, whilst remaining professional.
When traffic stopping you have to firstly read the customer’s body language and decide whether or not to approach. The key is using gentle, direct wording and ultimately knowing what your objective is, what are you trying to achieve? A straight-to-the point offer will allow the customer to make one of two choices:
1. Our preferred choice: Once the introduction is successful, our main goal is to nurture the customer back to the counter for a wonderful Clarins experience. The decision will ultimately be made by the customer and if time permits.
2. As above, however if time does not permit: We have still been able to share the Clarins brand love, give out a ‘complimentary’ return appointment card or a sample that the customer can use at a time that suits her/him.
This approach works well for our team. Some days we will recruit many new customers and some days none at all! This skill is a challenge to perfect individually because it does involve rejection more than success. Instead, our advice is to think positively about spreading brand awareness of the brand we love so dearly - Clarins. The results are quite remarkable and the new customers will often purchase three or more units, in delight with their Clarins experience at counter and their excitement for their new wonderful products, because at Clarins it is all about you.
At Bobbi we always approach people with a smile. I always introduce myself and ask if they’ve used Bobbi Brown Cosmetics before and then share Bobbi’s philosophy and passion. We’re very much a teaching brand so we always offer her a complimentary How To which can take from 5 minutes to 45 minutes depending on her time availability. Each How To comes with a personalised face chart so they can see how easy it is to feel confident and beautiful, and recreate that feeling at home every day. If she can’t take a seat right away, our How To menu is the perfect take home to peruse at her leisure and call to book a more suitable time.
Estée Lauder believed in coming out from behind the counter to connect with her customers and to share her knowledge on beauty. These ideals remain the cornerstone of being an Estée Lauder Beauty Advisor. When I want to invite customers back to the counter, I avoid thinking about the person I’m approaching as a potential buyer, but rather as someone I want to introduce our great products to and who I’d like to genuinely assist. It’s all about being friendly, having a conversation and recommending the products that are right for them.
Estée Lauder’s Double Wear Stay-in-Place Makeup is a favourite product to introduce potential customers to. I like to advise them that it is currently the #1 selling prestige foundation in Australia. This sparks interest and gives me the opportunity to invite them back to the counter to be colour matched and offer a free 10-day sample. Colour-matching is also a great way to talk to the customer about their skin which can also link to other products such as cleansers, primers and powders.
The top line answer to this question goes back to good customer service. I want the customers to feel welcome and that starts with my body language. Smiling, making eye contact, standing tall and a friendly hello should be enough to engage customers. This makes them feel comfortable to stop and engage in conversation. This says “I’m glad you’re here”. The next step is rapport building - finding something in common not related to the products. This is your window of contact. This is your opportunity to compliment them on their jewellery, hairstyle or clothing. A little authentic chit chat goes a long way. She will remember this conversation because you made her feel special. If you’re not memorable the customer won’t return.
Ask many open-ended questions to find out exactly what her skincare needs are. Asking questions shows you care. The more questions, the better. Be honest, if they feel they can trust you, they’re more likely to buy. Whether they purchase today or come back they will remember their experience and tell their friends. Just like the friendly greeting, I make sure my farewell is also genuinely warm.
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