OCT 2017

MedEsthetics—business education for medical practitioners—provides the latest noninvasive cosmetic procedures, treatment trends, product and equipment reviews, legal issues and medical aesthetics industry news.

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SUCCEEDING IN RETAIL 50 OCTOBER 2017 | Med Esthetics When working with vendors on open house events, "Think about what you are trying to achieve and ask your sales rep for ideas on how to structure the event and prod- ucts offered to achieve those goals," says Rob Trow. "This is more effective than offering a gift basket for a raffl e." Vendors should also offer a no-questions-asked money back guarantee on their products. "Account executives can provide you with a quarterly review of your purchases, identify trends, make recom- mendations for line extensions and construct sell through and promotional plans to support your practice's objectives as well," Locher says. EDUCATING CLIENTS At Dr. Grossman's practice, patients receive a skincare sheet with product recommendations. "We try to incorporate products that the patient currently uses, so she doesn't have to throw them out and waste money," she says. "But we also try to introduce her to new products that she hopefully will love and continue to purchase. "Samples are helpful for tentative patients," continues Dr. Grossman, who believes it's important to let patients touch, see and smell products. "Someone should be available to help provide information about each product and to guide choices," she says. "Have tissues, wastebaskets and hand sanitizer nearby to improve the sampling experience." Dr. Lin suggests tying homecare products in with profes- sional treatments by creating product sets and then bundling them in with the cost of the procedure or treatment regimen. "This helps clients realize that products are an important part of the postprocedure protocol," he says. "It is rare for a product to sell itself off the shelf," Dr. Lin adds. "Having a provider or receptionist recommend prod- ucts is the most effective way to move them." Rob Trow encourages providers to name the products used during treatment. "Explain why you have chosen them and mention to the patient that she will have a chance to continue using them at home," he says. "To encourage home use, have an attractive basket containing the skincare products used during treatment at the checkout desk with a note stating that they were 'recommended by your estheti- cian or physician to enhance your results.'" Sometimes the most effective retail strategy is the sim- plest and most obvious: Offer great customer service. "Ask if it is OK to recommend at-home products—this creates a more receptive client," says Rob Trow. "Call the day as well as one week after a treatment to see how your client is doing and ask if she has any questions. If a client's favorite product is out of stock, offer to drop ship it to her home so she doesn't have to come back to the offi ce later." A TEAM EFFORT To fully realize the benefi ts of retail, employees must understand that retail selling is one of their responsibilities. "Most of your team did not choose their careers with selling in mind," Rob Trow says. "Many are even adverse to it. Set clear job expectations during the hiring process and build in staff fi nancial rewards." Anyone who has contact and develops a relationship with a patient can promote a sale. "Sales are about relationships," says Dr. Lin. "The closer the relationship you have with a patient, the easier sales will be." Karen Appold is is a medical writer based in Pennsylvania. © GETTY IMAGES "Ask the patient if it is OK to recommend at-home products."

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