I recently had the privilege of teaching the Skin Care Customer class during Avon’s Virtual Visionaries. Jeannine Whitver, Senior Manager of Product Education at Avon worked closely with me to teach all about your skin care store & ways to acquire more skin care customers. There was so much good info that we couldn’t get it all in our presentation… so here is your behind the scenes look at my tips & training on the Skin Care Customer!
Why is the skin care customer so valuable?
Skin care customer’s use more products! Most women use at least 2-3 products each time they do their skin care routine. This means they will be re-ordering more products from you each time.
Skin care customer’s are often willing to spend more on products that really work. They are often more concerned about whether a product works & what it will do for them, than price. If they are sold on the story of what it can do for them FIRST – price doesn’t matter as much.
Loyalty – Skin care customer’s are loyal to a specific brand. Once they find a brand they like and trust – they come back again and again. In reality, skin care is a replenishable product. When it runs out a few months later they will be ready to buy again. Don’t you want them buying from YOU every few months? And to that point, learn what your customer’s use up rate is! It can be different for each product. Maybe they use up their night cream faster than they use up their day cream? Use the customer history in your web office to monitor how much your customer is using. You’ve heard me say before, The Fortune is in the Follow Up, so when you check in with her, mention, you noticed she is probably running low & don’t want her to run out – that’s great customer service!
When you are their skin care brand that they trust – they will become loyal to you in other categories as well. They know what you have to offer works for their skin – and they will trust that your other product categories work as well – here’s your chance to cross over into a new product category like color for example.
How to Attract a New Customer to Skin Care
Attraction Marketing. This sounds like a big word, doesn’t it? But it’s simple really. What are you doing, saying, and portraying that will attract new customers to the brand of YOU.
When you think about selling skin care to a new customer… how are you finding them? Think about where your ideal skin care customer is already shopping? What is she currently buying instead of Avon? Where is she hanging out on social media? What pages is she following and what groups is she in on facebook? Now what do you think is missing from her experience there and what solution can you offer?
Listen – Jeannine Whitver, skin care expert, tells us all the time – know your competitor & what they have to offer. So go ahead — step into Sephora or Ulta next time your’e at the mall and see what the newest trends are. And virtually – that means you should be following other brands and retailers on social media.
All skin care customers are important, but focus on our star brands to drive your sales even higher and Grow your Customer Base. (Like Isa Knox Anew LX, Collagen Boosting Collection, The Face Shop, belif, Vitamin C, CBD Avon Cannabis, and Mission LuxeReve)
Let’s take the ON TREND product of our Green Goddess CBD Facial Oil for example? CBD as an ingredient in skin care is one of the hottest trends right now! Do you think these customer are searching for Avon? Do you think they even know Avon carries a CBD cannabis facial oil? No! I guarantee you they don’t! So your job is to attract them to you because you are featuring that ingredient – not because you’re featuring Avon. So what hashtags do you think they are following? What pins are they looking for on pinterest? What videos are they watching on YouTube? What Beauty Affiliate are they following on instagram? What groups are they in on Facebook? These are the places you should be hanging out online to start growing your network of connections. And this is how you need to think when it comes to attracting people to YOU, not just to Avon. They just don’t know they are looking for Avon quite yet.
What are Skin Care Customer’s Purchases Based On?
| Needs | Wants |
| Solutions | Impulses |
| Influence | Trends |
If you can meet a need or find a solution to a problem – you are building mutual trust and respect. If they see you as the person that knows the trends – this makes you an expert in their eyes. If you play into their wants – you help make it fun. In doing so, you have positioned yourself as the skin care authority, and you will be able to influence their choices in the enormous world of skin care.
Golden Rule: Get to Know your Skin Care Customer like you would a Friend
There are many types of skin care customers, but let’s take a look at 4 categories and role play some conversations shall we? I love questions, don’t you? Everyone loves to talk about themselves. Your role, is to ask that follow up question so you can learn how to solve their specific skin care concern. So as you ask them, “What do you use in your skin care routine?”, here are some common responses.
- No Skin Care Customer: “I use whatever is available in the shower, soap, shampoo suds, who cares.”
- Your Follow Up Question: “And how does that make your skin feel after using soap on your face?”
- Basic Skin Care Customer: “I’m pretty basic with my skin care. I know I need something to wash my face and moisturize, but I don’t want to be overwhelmed.”
- Your Follow Up Question: “It really can be overwhelming to pick out new skin care, so let’s keep it simple, tell me what your biggest skin care concern is.” or “What one thing do you wish was better/ different about your skin?” Then identify what one product she can start with to solve that particular problem.
- Concerned Skin Care Customer: “I’m starting to see changes in my skin. I see fine lines & wrinkles and crinkles & creases around my eyes.
- Follow up Question: “What if I told you I have the perfect product that can help with those changes that you are seeing? Let me tell you about _____”
- The Skin Care Customer who wants it all: “I want to fix everything! I don’t care what it costs – I want to look younger!”
- Follow up Question: So this is what we all want to hear – right?! This is your green light to go luxury! But wait…. it’s still important to learn about her specific concerns so you can give her the best recommendations – but don’t leave anything out and by all means… Tell her about MISSION!!!
But here’s the thing… You, as the Avon Representative have access to our entire extensive portfolio. Your customers & followers want to know what YOU as the Avon Rep are using! What do you choose to put on your face out of all of the amazing choices that you have access to. You are the skin care expert – what does the expert choose to use – what do you recommend? Tell them! Tell them when you talk to them! Tell them on Social Media! Tell them anyway and every way that you can!
How to upgrade current skin care customers
We all have those basic skin care customers that we would love to give an upgrade! Maybe that means bumping them up to the Isa Knox Anew LX brand or maybe that means adding a product into their existing regimen. Did you know you can use your back office to help you find your ideal skin care customer to give an upgrade? Here’s how: Go to manage business, then web office, then search customer history to discover who has been ordering skin care from you in the past. Search for Anew for example. These are all of the customer’s who have purchased Anew from you this year – spot anyone that could use an upgrade? They already know and trust this brand…. how about adding our first ever eye serum from Isa Knox Anew LX? Or maybe they would LOVE to hear all about how to boost their collagen production?
Jennifer Francis, Bronze Leader with Avon walks you through how to do just that in this tutorial.
Final Tips to Get More Skin Care Customers
Show & Share to Sell… If you don’t show people what you have – how will they know? Don’t just send someone a link – they don’t know what they should be looking for! Be that friend who can offer a solution to a problem they have with their skin with personalized conversational service. And after all – why would they want to shop from a faceless chain when they can shop from a friend!
People Buy from People they like… People that are following you on social media, like you! And probably like the same things you like. So SHOW your people what you like in your posts, your photos, videos, and personal thoughts. Your own unique stories of what you are using and loving from YOUR brand. And Position yourself as a Beauty Influencer, a skin care expert and that’s how people will see you! These are the first steps to Sell Avon on Social Media!
You don’t always have to lead with “Avon”… I call it “waiving your Avon flag”. Your posts shouldn’t be coming in HOT with AVON. Lead with products, ring them with trending ingredients, and talk to them about benefits. Sell them on the product first – once they want it – it won’t matter that it’s Avon and it won’t matter what it costs! Don’t fall into the trap of being laser focused on ONE product – flex the vastness of our portfolio! Run a successful Avon Business with confidence! Now let’s all go LEAD on Social as Beauty Influencers!
Learn How to Set Goals for your Skin Care Business
Learning how to Set a Goal for your Network Marketing Business is vital to your success. I had a professor who once said, “If you aim at nothing, you’ll hit it every time” and I never forgot it! So knowing where you want to take your skin care business has a lot to do with whether or not you get there.
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Emily Stephens Leads the Fastest Growing Avon Team in the Nation. She teaches her Team Members how to Run a Successful Avon Business along side her Nationally Ranked Leaders.
Emily is a wife and mother of 4. Her story started with a small home based business, supporting her efforts to be a stay at home mom. She now runs a National Team, created a full time career, and mentors thousands of women to create successful brands.
Emily teaches Beauty Boss Essentials to women building their own Beauty Business in direct sales.
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