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milady esthetics > ch 23 - selling products and services > Flashcards

ch 23 - selling products and services Flashcards

1
Q

what is explained in the literature most companies provide for their products

a. theory behind their products
b. details of current litigation
c. information about which competing products are more effective
d. information about which competing products are less expensive

A

theory behind their products

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2
Q

what is the MAIN purpose of sales quotas

a. to reward the most popular estheticians in the salon
b. to stimulate growth
c. to reduce excess stock of retail products
d. to encourage clients to rebook

A

to stimulate growth

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3
Q

when is the prudent for you to formulate your own sales objectives

a. when you think your salon’s sales quota system is too aggressive
b. when you think your salon’s sales quota system is too conservative
c. when your salon does not have a sales quota system
d. setting sales objectives is never the responsibility of estheticians

A

when your salon does not have a sales quota system

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4
Q

what should you do sometime between 24 hours and one week after a client’s salon visit

a. place a follow-up phone call
b. ask the client for a referral to another potential client
c. send an e-mail asking why the client has not yet returned to the salon
d. check with the receptionist to see if the client has re-booked yet

A

place a follow-up phone call

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5
Q

what are benefits of receiving referrals from clients, coworkers, and other people

a. enhancing existing clientele and increasing business
b. being able to increase prices for each new client
c. being able to completely stop all other promotional activities
d. decreasing existing clientele by replacing them with new clients

A

enhancing existing clientele and increasing business

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6
Q

what is one of the best methods of advertising for a salon

a. wearing T-shirts with the salon log
b. referrals from current clients
c. using a keychain with the salon logo
d. a flashing sign outside the salon

A

referrals from current clients

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7
Q

what client behavior do you encourage by offering clients incentives such as information about upcoming special offers

a. constantly asking for discounts
b. procrastinating
c. checking out the competition
d. rebooking

A

rebooking

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8
Q

when should you find out what the client already knows about his or her own skin

a. before trying to educate the client about products or services
b. after educating the client about products or services
c. you should always assume the client knows nothing about skin care
d. you should always assume the client knows everything about skin care

A

before trying to educate the client about products or services

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9
Q

when is it appropriate to reveal to the client that you don’t know something

a. you should always create the impression you know everything
b. when the client requests information about an unfamiliar subject
c. when you sense the client wants to “show off” personal knowledge
d. when the client asks about a service you don’t want to perform

A

when the client requests information about an unfamiliar subject

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10
Q

what is retailing

a. practice of encouraging clients to add services to an in-salon treatment
b. art of recommending and selling products to clients for at-home use
c. practice of sharing general information about retail products
d. physical art of ringing up a client’s purchase at the register

A

art of recommending and selling products to clients for at-home use

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11
Q

what is upselling

a. practice of encouraging clients to add services to an in-salon treatment
b. art of recommending and selling products to clients for at-home use
c. practice of sharing general information about retail products
d. physical art of ringing up a client’s purchase at the register

A

practice of encouraging clients to add services to an in-salon treatment

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12
Q

what are consultation skills crucial for accomplishing

a. recommending products and services
b. analyzing product efficacy
c. complying with safety regulations
d. adhering to legal requirements

A

recommending products and services

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13
Q

what effect do repeat customers have on a business

a. deter potential clients from coming into the salon
b. keep the business flowing
c. eliminate the need for marketing
d. eliminate the need for advertising

A

keep the business flowing

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14
Q

why are estheticians expected to bring clients’ attention to sales promotions

a. that is the esthetician’s role in supporting advertising strategies
b. supporting advertising strategies is the esthetician’s main function
c. clients want to buy products, not just the treatments they requested
d. using this technique means the salon doesn’t have to pay for advertising

A

that is the esthetician’s role in supporting advertising strategies

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15
Q

whose needs does a successful sales and marketing program meet

a. client
b. esthetician
c. both client and esthetician
d. neither client nor esthetician

A

both client and esthetician

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16
Q

what can the esthetician accomplish by learning to recognize the value in selling

a. learning how to properly apply recommended products
b. learning to look at the client as a source of money, not a person
c. learning to look at products as income rather than as useful tools
d. moving beyond the negative connotations of selling

A

moving beyond the negative connotations of selling

17
Q

what is one of the esthetician’s professional responsibilities

a. making the client spend as much money as possible
b. recommending and providing quality skin care products for clients
c. getting the client used to buying as many products as possible
d. selecting retail products based on price, not function

A

recommending and providing quality skin care products for clients

18
Q

what do you become once you are educated on the benefits of products and services

a. committed to their value
b. capable of convincing people to make unnecessary purchases
c. capable of convincing people to spend money irresponsibly
d. eager to provide them for free

A

committed to their value

19
Q

what are advertisements

a. cost-free promotional efforts intended to increase business
b. artistic treatments of the salon’s name used on signs and uniforms
c. catchy slogans used in newspapers, radio, and television
d. paid promotional efforts intended to increase business

A

paid promotional efforts intended to increase business

20
Q

what is a benefit of keeping good client records

a. serving client needs better
b. remembering how much to increase prices each visit
c. identifying the least profitable clients so you can refuse to serve them
d. creating the illusion of personal service

A

serving client needs better

21
Q

what is one possible element of the closing consultation

a. analyzing skin type
b. preparing a home-care program
c. relaxing massage
d. hot-towel application

A

preparing a home-care program

22
Q

what is consultative selling

a. persuading a client to buy more products or services than planned
b. telling the client to come back during a future sales promotion
c. advising clients and recommending the best treatments for them
d. referring the client to a consultant who can “close” the sale

A

advising clients and recommending the best treatments for them

23
Q

what is NOT an example of direct marketing

a. postcards
b. coupons
c. text messages
d. upselling

A

upselling

24
Q

what term refers to a strategy for how goods and services are bought, sold, and exchanged

a. retailing
b. marketing
c. upselling
d. merchandising

A

marketing

25
Q

what term refers to how retail products are displayed in the salon

a. upselling
b. marketing
c. merchandising
d. retailing

A

merchandising

26
Q

what is promotion

a. process of getting the consumer’s attention
b. persuading clients to spend more during a visit than expected
c. advising clients about the best products for their skin
d. positioning products in the store so clients see them before leaving

A

process of getting the consumer’s attention

27
Q

what is the correct term for free media attention

a. advertising
b. promotion
c. marketing
d. publicity

A

publicity

28
Q

what is NOT an element of an intake form

a. complete client profile
b. information about client health
c. data about client skin care habits
d. credit-card spending limits

A

credit-card spending limits

29
Q

what is an example of hard selling

a. suggesting that a client can come back for a purchase another day
b. assuring the client that buying a product is not necessary
c. selling a “hard good” like a product instead of a “soft” one like a service
d. repeating emphatically why a client should buy a product

A

repeating emphatically why a client should buy a product

30
Q

what can interfere with the relaxation benefit of a treatment

a. improperly utilized sales techniques
b. use of any type of sales technique
c. the esthetician’s touch on the client’s skin
d. soft music playing in the background

A

improperly utilized sales techniques

31
Q

what is the main criteria for selecting the products and services you recommend to a particular client

a. how much that client can spend
b. benefits for that specific client
c. whether you think the client will return
d. whether you think the client will provide referrals

A

benefits for that specific client

32
Q

when is it recommended that you demonstrate the use of products and treatments

a. when you think the client needs an extra push to make a purchase
b. whenever possible
c. never
d. when you think the client can’t understand things without help

A

whenever possible

33
Q

what is MOST important for you to know about your products and services

a. environmental sustainability
b. benefits and features
c. corporate ownership
d. Consumer Reports rating

A

benefits and features

34
Q

what can you increase once you gain a comprehensive knowledge of products and services

a. retail sales
b. retail pricing
c. product efficacy
d. product popularity

A

retail sales

35
Q

what should you do when faced with an overwhelming amount of information about retail products

a. break down product knowledge into manageable categories
b. select one single product and learn everything there is to know about it
c. ignore all outside information and rely solely on marketing materials
d. encourage clients to look into products themselves to determine what they like

A

break down product knowledge into manageable categories

milady esthetics (46 decks)

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