Today, almost any goods can be purchased on the Internet, and the owners of online stores often have good earnings.

An example of a product that is sold online is cosmetics. AT recent times selling cosmetics via the Internet is becoming more and more popular, so we can conclude that profitable business is selling cosmetics online. Trading on the World Wide Web has many advantages that can be listed for a long time. For example, there is no need to rent an office or premises for a shop, there is no need to spend money on security guards, sales assistants and other employees that might be needed. That is why young businessmen are increasingly wondering how to open an Internet site and sell goods with it. It is worth knowing that for this you need to have cosmetics.

An interesting fact is that the niche of perfumery and cosmetics in the Russian segment of the Internet is represented by about a hundred stores, most of which are inactive or do not receive any orders.

Analyzing the leading sites selling cosmetics via the Internet, it is worth knowing that their attendance is about 5000-15000 visitors per day.

Several dozen mid-level stores have approximately 30-40 orders per day. It is worth striving to bring our cosmetics business to such indicators in the first six months.

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What is the cost of opening an online cosmetics store?

Opening a store on the Internet requires the following expenses:

• organizational expenses for online;
• organizational expenses for offline;
• working capital;
• site maintenance costs each month.

It should be understood that there are two ways to create an online store:

• making a website from scratch;
• launch on the basis of an existing company.

If the choice fell on the first option, all components of the listed costs are important. In the event that the website will be created on the basis of a ready-made company, part of the offline costs can be waived, since some issues related to this have already been resolved. Costs can be reduced if the entrepreneur initially works at home and acts as an online store manager, and the goods are not purchased, but simply picked up from the supplier’s warehouse to order.

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Organizational costs for online

First you need to register a domain. The cost will depend on the zone that will be selected. "RU", for example, will cost approximately 500 rubles annually.

The next thing to order is the exclusive design of the online store. The design cost will be approximately 30,000-60,000 rubles.

In order to launch an online store, you will need to purchase an online store management system along with hosting and technical support. It is important to note that payment can be made both monthly and once a year. Approximate costs - 2000-5000 rubles per month or 24000-60000 rubles per year.

Total costs - from 55,000 to 120,000 rubles.

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Organizational expenses for offline

The first thing you need to take care of is registering an enterprise in the form of an LLC. Then you will need to open a bank account, if you don’t have one yet, and also deposit a minimum authorized capital of 20,000 rubles.

The next step will be to organize the manager's workplace, which should contain the following elements:

• portable PC;
• printer (inkjet or laser);
• cash register.

The cost of this equipment is approximately 40,000-60,000 rubles, depending on the selected manufacturers and type of printer.

The total offline expenses will be approximately 60,000-80,000 rubles.

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Working capital of an online store selling cosmetics

If it is planned to place about 1000 positions on the site, of which about 75 are popular, then it makes sense to keep only the last ones in stock, and provide the remaining 925 to customers on order.

If one item, for example, costs 1,000 rubles, and it needs to be purchased in at least two copies, the costs will be approximately 150,000 rubles.

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Costs for the monthly maintenance of a cosmetics store on the Internet

The total costs will consist of the following items:

• rent of a small room for an office-warehouse - 20,000 rubles per month;
• accounting support - 15,000 rubles per month;
• payment of utility bills for telephone and Internet - about 5,000 rubles every month;
• office expenses - 1000 rubles per month;
• payment for the work performed by the manager (if such an employee is hired) - 25,000 rubles every month;
• contextual advertising - from 20,000 rubles per month;
• store promotion in search engines - about 20,000 rubles per month;
• additional advertising experiments - another 10,000 rubles per month.

The total costs will be approximately 116,000 rubles.

At the very beginning, the owner of an Internet business can handle the functions of an order manager and an assortment and price manager on his own in order to save money. In the event that the store develops and the number of orders grows, it is recommended to hire individual employees to perform the duties of managers.

Courier delivery is a separate cost item, but it is often included in the cost of the order. That is why, until the online store for the sale of cosmetics organizes its own delivery unit, it is recommended to use the services provided. courier services who specialize in the delivery of goods from online stores.

It is worth noting that it is possible to save on some items of expenditure, if there is a desire and need. However, the minimum cost of creating a business selling cosmetics on the Internet is 100,000 rubles, and the monthly maintenance costs are from 30,000 rubles. Price examples are given for Moscow.

The total cost of creating an online store may vary, so the amount must be calculated in each case individually.

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What you need to do in order for the online store to pay off and bring a stable income

In order for an online store to become self-sustaining, the amount of net profit must be no less than the cost of monthly maintenance, taking into account all taxes and additional possible expenses.

For example, if in order to reach payback, the profit must be 1.5 times greater than all of the above costs, we can conclude that the monthly profit should be about 170,000 rubles. In this case, the store will pay off.

If the average cost of one unit of goods in an online store is 1000 rubles, while the trade margin is about 70%, then in order to reach payback, it is necessary to sell about 400-440 goods per month, that is, about 20 goods every working day. To sell 20 products per day, site traffic should be about 2000 people per day.

Regarding advertising, it is worth saying that after the first few months of promotion, a situation may occur in which 40% of visitors will come themselves. This is due to personal recommendations from customers and repeat sales. The other 40% can be obtained with contextual advertising and search engine optimization, and the remaining 20% ​​will come from links on third-party sites. In this case, the conversion will be 1%.

In order to promote an online store on initial stage, it is recommended to recruit as many users as possible, who will have their first positive shopping experience in the store. The quality of service must be monitored so that customers return and make purchases of other goods.

Always be aware

How to find out about the most important news without leaving international conferences and not tracking every day the news from the websites of the leading cosmetic brands? Exhibitors of Cosmo Expo know the answer, they know where to publish their information and announcements of educational events.

How to increase sales of professional cosmetics

Alexander Khodakov

Any supplier of professional cosmetics is interested in expanding the number of beauty salons switching to his cosmetic line. To do this, sales managers are hired, money is spent on their trainings, on exhibitions, on advertising, free training seminars are held - alas, all these traditional methods have recently begun to slip, because competition between suppliers of salon cosmetics has reached a boiling point. The choice of salon cosmetics is not just great - it is excessive for the domestic market of salon services. Selling professional cosmetics has become extremely difficult. Even just to get into a beauty salon with samples and prospectuses, a traveling salesman has to make great efforts, exhibitions are becoming more expensive, and the return on them has noticeably decreased, reaching beauty salon owners and cosmetologists through trade magazines is also becoming more expensive, and the return not great.

Are new ones born? modern ways stimulating sales of professional cosmetics? Have new technologies emerged that make it easier to connect the manager of a professional cosmetics company with potential consumers? Have new advertising channels for professional cosmetics emerged? Yes, the beauty industry market is constantly evolving, and some professional cosmetics suppliers are coming up with new methods to achieve results. No one seeks to reveal professional secrets, so I will not name all the new “tricks”, but I will reveal some of them.

Indirect sales of professional cosmetics

This method of increasing sales of professional cosmetics and equipment for beauty salons cannot be called too new - five years ago, SPORTMEDIMPORT, VIP CLINIC, ALFA SPA, several other major players in the beauty industry market formed consulting divisions within themselves, the task of which was to help beginners create beauty salons. Now, at least a dozen companies have such departments - after all, even for a pittance, providing services for the design of a salon business, you can, as a matter of course, complete a new beauty salon with your equipment and your salon cosmetics. Of course, you can’t hide the sewing in a bag - thinking newcomers to the salon business understand that when ordering the creation of a turnkey salon from suppliers, they will receive a frankly biased choice of equipment and cosmetics. But not everyone has figured it out and oriented yet, while the “indirect sales” method is still working, bringing a sales increase to companies of 10% or more.

Those suppliers who have not yet established their own consulting department have begun to approach independent consulting groups involved in the creation of turnkey beauty salons and spas in the hope that they will recommend their equipment and cosmetic lines when completing new beauty salons. By my own example, I can say that there are several such appeals to us every month. I don’t think it’s shameful to listen to such proposals - after all, the head is not the House of Soviets, you don’t always have time to get acquainted with new products. So you can miss something really worthwhile, and cosmetic exhibitions are not the best place in order to penetrate: too noisy, troublesome and chaotic. After that, we really start working with some of the suppliers - but on one condition that their line of salon equipment or professional cosmetics is not only good-looking, but also adequately presented not only in booklets, but also on the Internet. Otherwise, we get into a stupid situation - our consulting group recommends something, and our clients - future owners of beauty salons who have chosen us as consultants, cannot clearly get acquainted with the merits of their future purchase, and believe that we recommend something counterfeit, made in Odessa on Malaya Arnautskaya. But remember Kisa Vorobyaninov from 12 chairs, who dyed his hair with TITANIC paint! So here - there is nothing intelligible about professional cosmetics on the Internet, which means that you immediately get the impression that you should not take it seriously.

How to set up networks on the web

"Catch a fish - big and small!" - the wolf said, lowering his tail into the hole. His fate was unenviable. Fished in the wrong place. Of course, consumers cannot be caught in this way. Surprisingly, very few suppliers of professional cosmetics post information about their products on the Internet. Most often you see beautiful sites, the creation of which has spent a lot of money. And for the sake of which, in fact, potential consumers come to the site - there is no clear, intelligible information. The second option is to provide necessary but insufficient information. That is too short. The third option - on the contrary, strikes a flurry of texts and pictures, and alas - the texts are rewritten from annotations to cosmetics or equipment, apparently in a bad translation from a foreign language, from which little is clear. It is easy to get lost in such wilds, and a potential consumer ... is lost. There is a simple human desire to close the site, and then, as in an Odessa joke, to tell the authors “go to the market, buy a rooster there and ... brains for it.” Forgive me for the quote, you can’t throw words out of it.

Chip and Dale Rescue Rangers

We help some of the suppliers to consolidate their positions on the Internet if we see that they do not have employees with extensive experience in Internet promotion - preparing information, search engine optimization, identifying sites with a target audience where it would make sense to look for owners of beauty salons ( present in the future) and cosmetologists. Do you know how many of these are on the Internet? At least 250,000 people a month visit our salon-themed websites alone. And five years ago there were only 75,000. That's how the Internet is growing for finding professional cosmetics and salon equipment. In fact, there are even more Internet users among beauty industry specialists. More than 35 thousand (five years ago there were 10 thousand!) subscribers of the Cosmo Expo electronic magazine - every week they receive the next issue of this magazine to their email address (subscription is free). Another five thousand subscribers of the free electronic magazine "Cosmetologist's Bulletin". A few years ago, an Internet exhibition of cosmetics and equipment for beauty salons appeared, where 24 hours a day and 365 days a year you can find contacts of all suppliers, and dozens of them have built their pavilions. All this - modern methods contact with consumers. The main value is the availability of sales managers even outside of business hours (and who among them will refuse a business call to the consumer even after hours, if they are all on interest). So, using modern methods, some suppliers beat others.

In support of my words, I give data on the attendance of several sites with information for salon market specialists:

Salon sites:

№	the address	title	Attendance (per month)
1	www.fabrikabiz.ru	Business Factory	65 000
2		cosmetic exhibition	50 000
3	www.newsalon.ru	Salon turnkey	42 500
4	www.salon-expert.ru	Salon Expert	13 000
5	www.cosmonews.ru	Cosmetics news	8 000
6	www.spa-expert.ru	SPA Expert	7 000
7	www.startbiz.ru	How to start your business	6 000
8	www.pro-parikmahera.ru	Hair Salon Online	5 000
9	www.pro-cosmetology.ru	About the beautician	5 000
10	www.studybiz.ru	Learn Business!	5 000
11	www.beauty-face.ru	Facial rejuvenation	4 000
12	www.prettyface.ru	Facial care	4 000
13	www.salonnews.ru	salon news	4 000
14	www.gotospa.ru	Let's go to the spa!	3 000
15	www.body-shape.ru	Body shaping	3 000
16	www.pretty-body.ru	Body care	3 000
17	www.beauty-town.ru	City of Beauty	3 000
18	www.massage-news.ru	All about massage	2 500
19	www.podarok-sertifikat.ru	Gift certificates	2 000
20	www.nensi.ru	Beauty Salons	1 500
21	www.spaprogram.ru	SPA programs	1 500
22	www.best-manicure.ru	All about manicure	1 000
23	www.pro-solarium.ru	About solariums	1 000
24	www.spa-certificat.ru	SPA certificates	1 000
25	www.best-pedicure.ru	All about pedicure	1 000
26	Newsletter magazine for executives	Salon business news from Cosmo Expo	35 000
27	Newsletter of the magazine for cosmetologists	News of the Beautician	5 000
		Total audience	over 250,000

All site statistics are open for viewing, see for yourself by clicking on the counters.

Internet promotion is actively used by the giants of the cosmetic market - Hitek, Martineks, Trium Trade, VIP CLINICS, WellnessProf, Syneron and some other notable players. But they are few. The rest prefer to spend money on training their sales managers, on exhibition stands, on glossy advertising in trade magazines, and on other increasingly less effective activities. Well, everyone chooses the path. And everyone deserves where he ended up as a result. Forgetting or not knowing the famous phrase of the Chinese sages - “if you don’t know where you want to go, why should you go there?”

Two sides of the barricade

Relations between suppliers of professional cosmetics and consumers of their products - beauty salons are increasingly reminiscent of war. Managers of suppliers are greeted with hostility in the salons. Yes, and they are becoming more obsessive in their proposals. “Sometimes five calls a day,” the director of one of the salons complained bitterly to me, “but how offended they are when you refuse to meet! And a week later they call again ... "Meanwhile, folk wisdom says:" a bad peace is better than a good war. Why not try to understand what beauty salons need, to help them with something. Make friends, join an alliance - some suppliers adhere to such a strategy.

The situation on the part of professional cosmetics suppliers

“We give samples, participate in presentations of our professional cosmetics in the beauty salons themselves, hand out posters – what else do they need?” And as soon as you ask the heads of beauty salons - what do you want to get from suppliers besides high-quality cosmetics, two or three points are called like this:

1. Human attitude - that is, not “call tomorrow”, but a quick response to questions asked.
2. Continuity of supply - not the phrase "the car is at customs, be patient a little more"
3. Real advertising support - coffee cups with a logo, posters and samplers will not replace serious promotions in conjunction with beauty salons.

One of the old finds of some professional cosmetics suppliers is advertising support for those beauty salons that have agreed to switch to their cosmetic line. There are several options here:

1. Advertising articles with a story about their professional cosmetics for end users, where are the coordinates of beauty salons, where this most professional cosmetics is present. At the same time, two thirds of each advertising article can be devoted to the advantages of the advertised professional cosmetics, and the remaining third to the coordinates of those beauty salons where it is used. Moreover, it is important not to push competing salons head-on, but to indicate the contacts of beauty salons in different parts of the city. This method continues to work, only the advertising medium will have to be changed - if earlier the supplier advertised in glossy magazines, now - on mass women's Internet sites: fashion, beauty, health - those three pillars that are in demand by the female audience. Why female? Yes, simply because women are still the main client for beauty salons. A phenomenon has long been noticed - you attract a woman to the salon, and she will bring her man there herself.
2. A simple solution is to promote not so much the cosmetic line itself as salon services using this cosmetic line, indicating the places where these services can be obtained. This approach has been used more than once in magazines, but for some reason no one has yet guessed to do it on the Internet. Among Moscow's more than 5,000 beauty salons, there will certainly be a certain percentage of those who will agree to this, especially if the advertising pressure on the Internet is very dense. Back in 2007, we did the first experiments with "advertising in a pot" - when a dozen beauty salons were "dumped" for a small amount, which was enough to place an advertising article on two dozen sites. A hundred clients obtained in this way were distributed among the members of the alliance, each receiving a dozen. With the ability to post to 150+ sites in bulk, at low rates, you can double your results. And we, the Salon Business Department, have such an opportunity, we have at our disposal one and a half hundred sites with a total traffic of more than 100 million per month. These are women's sites about beauty and health, and men's news and business. And the blogosphere and social media. And press sites and so on. Why not the target audience consumers?
3. The most amazing find shareware seminars. And Martinex, Christina Cosmetics and many other professional cosmetics suppliers have long understood and practiced sales through training. It is clear that a cosmetologist who has learned new techniques and technologies, and even received a coupon for the purchase of a trial batch of professional cosmetics, will become an adherent of this cosmetic line with a probability of up to 80%. And the latest feature is management seminars for the heads of beauty salons, where the compensation for the costs of the seminar itself is not only and not so much a set of cosmetics (the managers do not need it), but, for example, a coupon for a certain amount that the head of a beauty salon can spend on advertising. For example, we, the department of the salon business, issue such coupons, and the owners of beauty salons willingly go to such seminars, and then redeem their coupons for advertising on the Internet with us, realizing that this gives customers.

Salon business situation

Beauty salons and SPA centers need customers like air. Without advertising, they cannot be obtained, and it is becoming more and more difficult to find funds for advertising, and the return on advertising in the salon business is also deteriorating - the client at beauty salons has become “deaf-blind concrete”, and strives to skip advertising past ears and eyes. This means that there should be more of it, it should be diverse, and it should be waiting for a potential consumer of beauty salon services where he would still like to accept it. For example, when a woman comes to the conclusion that it is time for her to change her hairstyle, or smooth out the wrinkles on her face, or correct her figure, then most traditional advertising channels require a random coincidence - from the series “walked by, saw the sign of a beauty salon, went in.” Or - "opened glossy magazine, and there is exactly the right article, and even with an advertisement for a beauty salon. Another thing is the Internet: “I typed a search phrase, saw the title of the article, and in it the coordinates of the salon.” If a client of a beauty salon is looking for a solution to his problem on the Internet, then once on the salon’s website, it is likely that he will immediately call or make an appointment. Many beauty salons BEFORE the suppliers discovered this feature of the Internet, and are much better represented on the Internet - their sites are informative, visual, easy to use. But it's not enough to have your own website - salons today want to place their ads on mass "women's" sites, where their potential clients are concentrated. And there are not enough funds for this.

golden deal rule

It was in Chicago in the 20s that they lived according to the principle - "sold and run away." And modern management apologists argue that any deal should be mutually beneficial. Both the one who sells and the one who buys. A textbook example of the "gold deal" is when an unknown journalist bought an Underwood typewriter for $100, and printed a book on it, selling which he earned $100,000. And Underwood is well (his goods are bought), and the journalist is well. Why is it good for a typewriter manufacturer? Because as soon as he got rich, he bought himself a new, more expensive typewriter of the same Underwood brand (brought good luck!), And besides, he glorified the brand in his next book.

The mechanism of the proposed action described above for issuing coupons for advertising on the Internet to beauty salons, if after the seminar (or on their own) they switched to a new cosmetic line is simple and transparent. With our help, you can find beauty salons that want to switch to other salon cosmetics and receive advertising support in return. We can offer this on the Internet, since there are sites where many heads of beauty salons visit. We can organize seminars for leaders, bring them together.

We all know that in order to make a profit and develop as a sales manager working independently, you need to have certain skills, to know the psychology of people. Think it's hard? Not at all!

In addition, you must always be in the know, have an idea about the main trends in fashion and makeup. In addition, it is necessary to improve oneself, to participate in a mass of specialized trainings, training seminars. And by the way, the pleasure is quite expensive. Not every manager, even an average one, is able to afford such a luxury. But you can't do without basic skills and knowledge.

Suppose you decide to work as a manager, selling cosmetics through catalogs, but have no idea how to sell. At the same time, you know that you can receive good dividends for high-quality work. But do not think that working in this area you need to have the abilities of an entrepreneur. Even Bill Gates once had a chance to start by collecting crumbs of knowledge, gaining experience and skill in communicating with people. There is nothing complicated in sales models. It is enough to think carefully about the process of self-learning and practice a little.

Experienced teachers, managers and even psychologists have developed a scheme, following which it is easy to build your own system of communication with different clients, get ample opportunities to implement your ideas and, most importantly, implement a plan successful sales. So let's see it:

Specialists focus on the above points. Why? Let's take a closer look, giving examples from the experience of real sales.

Identifying a potential buyer

It's a simple process, and if you rank prospective customers by choosing one or the other in turn, it will be much easier to sell. What's the point? You just need to determine for yourself the circle of potential buyers. Here it is worthwhile to think carefully and take into account not only your own acquaintances and relatives, but also analyze all the available opportunities for selling cosmetics, including wholesale. So.

Determine the list and location of retail chains and companies in the city or nearby locality that sell or use cosmetic products (sales outlets, market, beauty salons, hairdressers).

In the course of compiling a list of potential buyers, it is also necessary to identify possible competitors who are also interested in selling at retail outlets or distributing goods on city streets.

chart potential clients among large enterprises whose employees use cosmetic products (mainly women's teams, teachers' educational institutions, enterprises purchasing household chemicals, soap, etc. for their own needs).

It is important to remember about the capabilities of the employees of the enterprise. If this state-financed organization, where the team is not spoiled with high salaries and bonuses, the purchasing power of employees is reduced only to acquiring the most necessary. In the case when the company is large, developing, employees have high incomes, and receive significant bonuses for the holidays, it is worth giving preference to just such teams.

However, the nanny kindergarten you can offer a certain line of products that suits her wallet. A few inexpensive deodorants, samplers, low-priced products, but very necessary.

Companies in other cities. Here you need to evaluate your delivery options and how low-cost it will be.

Another way is to offer cosmetic lines to passers-by. If you work on the street, you should pay attention to one aspect. By the way, beginners often do not take it into account. Look at the faces, because the existing cosmetic problems are often expressed in dry skin (which means a person just needs a moisturizer, and in winter - a nourishing cream), acne (specialized cleansers, drying lotions, light gel creams are suitable), pigmentation (whitening creams, tonics). based on cucumber water or parsley extract), etc. Here it is important to start the conversation very tactfully. Do not throw in the forehead the phrase: "Hello, you have acne, I can offer this cream ...". It is worth getting acquainted, talking about the abstract, telling that you once had one problem that a cream helped to cope with, which included this and that. Here it is important not to confuse a potential buyer, but to win him over, to make it clear that you can be trusted.

It is advisable for customers who are accustomed to using elite brands of cosmetics to offer goods the highest level from more expensive lines. You should not think that if a woman has placed expensive creams and lotions on the shelves of her bathroom, and in her cosmetic bag there are only branded shadows and lipstick, she will not be interested in products of very high quality, but sold in bulk or to order. You just need to find the right approach to each client.

If the implementation concerns wholesale sales of cosmetic series to companies, then the price preferences of customers should also be taken into account. There are cases when they are prohibited from selling certain goods. It is worth carefully studying the product range of the outlet before offering a particular product.

When choosing potential customers, you can not do without creative approach. Write the first thing that comes to mind on a piece of paper. And let it be a neighbor Dasha, a woman Anya from a high-rise building across the street or strangers walking with dogs, the first step to victory has already been taken.

It's important to think about the outline afterward and get your lists in order. For example, it is very convenient to offer cosmetics sets to retail outlets that sell clothes. After all, they can disperse as a related product. How do you like the idea? Or it is worth imagining another situation: a woman goes to the store for shoes and receives a lipstick sampler with her purchase as a gift, and then purchases it from a catalog.

You can think of a number of non-standard solutions, beat them and present to the buyer on a silver platter.

Sales preparation

You should not get acquainted with a potential client (company) without first collecting the necessary information about the buyer. It is important to find out information in the following areas:

1. What kind of company (or client) is this? What is the main range of products that he sells (uses), in what batches can he buy cosmetics.
2. Who makes the purchasing decision? It is important to find out the personal qualities of this person, to try to understand what he focuses on, giving preference to certain goods.
3. With regard to private clients, it is desirable, if possible, to find out (through acquaintances or, if you are close friends, analyze) not only his solvency, but also physiological characteristics: skin problems, even minor flaws that can be corrected with cosmetics. For example, the lowered corners of the mouth in women are perfectly “lifted” with a lip pencil. Only the technique of applying the product in the case of this particular client should be studied and explained in detail. The same with pimples or pigmentation. It is enough to give examples of friends and girlfriends, to talk about own experience the use of "washers" and creams, and the client, as they say, is yours.

Beginners allow quite typical mistake. They begin to lay out valuable information and, thereby, to interest people in the purchases, who have nothing to do with the process of ordering goods at a point of sale. This is a waste of time and effort. It is important to quickly make inquiries about the person conducting the purchase and establish contact with him, or find out what the financial capabilities and physiological characteristics of the prospective private client are. That is why the preliminary collection of information about a potential partner (company) or client is so important.

By the way, collecting information about the preferences and capabilities of the customer will help to form personal, very beneficial offers for him. Remember, it should be profitable not only for the seller, but also for the buyer.

It is important to know perfectly the product being sold: its features, advantages, application possibilities, pluses and minuses. It is also worth paying close attention to the study of this aspect. This will help both at the initial stage of sales and in the future.

Establishing contacts with clients

All this happens in two stages. The first one is introductory and superficial. It's just having a conversation, as they say - "about the weather." It seems that you are talking about nothing, but in the course of the conversation you find out the necessary information, without even asking certain questions. It is important to establish a trusting relationship with the client, which will take no more than 5-7 minutes. Make a great impression, don't miss the chance to make friends with a person and make him a reliable partner!

At the first stage, it is desirable to consider the following:

1. Creation of a trusting atmosphere. Good disposition, desire to listen, ease of communication do their job.
2. A story about the company you work for as a favorable, successful company.
3. The ability to give the impression that you are a professional in your field, always on the topic of fashion and makeup trends.

How to start a conversation? You can just get acquainted or say that you are very grateful for the minute of communication given to you. Next, it is worth noting what outwardly catches the eye. For example, to say that the store has a stunningly beautifully decorated showcase or very bright, original hall decorations.

No less pleasant occasion for communication, a hot promotional offer, which is valid in this moment or giving a small gift.

The second stage is to identify the needs of a potential buyer. Preliminary preparation is necessary here, otherwise, after a trusting relationship is established, they will not go further than empty talk. And you do need to sell! By the way, almost the entire success of the business depends on the stage of collecting information about the client.

It is important to learn how to ask questions in such a way as to eventually lead the client to the thought of buying. This is a simple matter, but it requires some ingenuity.

So, first of all, it is worth asking questions that make it possible to get answers regarding the position of the buyer. Further - problematizing. They provide information about the needs of the customer. After - activating, which focuses the client's attention on the fact that the problem will not be solved without this purchase. It is also important to ask design questions that form an understanding that there is a motive for buying. Do not forget about distracting, so-called transitional issues.

Consider an example of such a “funnel”, which logically leads the client to the purchase:

Good afternoon, Anna Vasilievna! I am Elena Petrovna - the leading sales manager of the company "Cosmetic Firm".

Hello! Please come in, have a seat!

Your windows are very interesting. I could not take my eyes off them as I followed you through the trading floor! It can be seen that the range of cosmetics of your company is quite wide.

We order from the best companies, carefully selecting products. Quite recently, we signed an agreement with representatives of the large trade mark "O".

Yes, this is a very high-quality cosmetics that sells like hot cakes.

In general, everything is fine, but, as in any company, there are still interruptions.

So, do interruptions still occur?

Yes sometimes!

Such situations probably do not have the best effect on sales and on the opinions of customers about the company, including your store?

Yes, yes, I have to admit! Customers are dissatisfied when the desired product is not available, and our profit from this does not increase.

And if you exclude situations when there are interruptions in products, will this affect the work of your store?

Of course, positively! In addition, we are able to increase sales volumes and the percentage is quite considerable. This is up to 40%, which will lead to a significant increase in profits.

So maybe just have a more reliable supplier who will not give you trouble with the assortment and will always deliver everything on time?

And if I guarantee you such cooperation? How do you look at it?

This option is preferable and I could consider working with you. What guarantees do you give? (...)

The main theses of the proposed dialogue are outlined above. The manager easily led the client to the fact that he needed a company that was ready to guarantee uninterrupted supply of products. In this conversation, the client himself logically completed the conversation and now it's up to the demonstration best qualities cosmetics of your company.

Stages of the presentation

Well, the client has a need for a product and the manager knows his preferences by walking around the trading floor and examining the assortment. The point is small: to offer exactly the type cosmetic products who used to sell the customer. To make a good presentation, it is important to know the following:

1. Have complete information about the product provided.
2. Fully own information about the pricing policy of the company, including yours.
3. Be aware that each cosmetic line is valuable in its own way.

Understanding what you offer customers is not knowing anything about the product. It is important to thoroughly study all the information about the product, its parameters, composition, methods of application, cons and advantages, and even possible side effects.

You should not miss the idea that you will have to reduce the cost. However, here you can put pressure on the value of the product itself, which depends on the ratio of cost and quality, as well as psychological characteristics (the buyer understands what benefit he gets, that the product is in demand and there is a fashion for one or another type of product). In addition, a weighty motive for cooperation is offered by the manager. Additional services. For example, sales advice, providing necessary information about the characteristics of potential buyers of this cosmetics.

It is worth focusing on the needs of the client and problematic issues. Based on the above dialogue, the customer has problems with the assortment. You can simply invite him to keep track of the best-selling items and pre-reserve the right amount of products of one type or another. Let the boxes stand in the warehouse better than they will not be enough at a crucial moment.

The presentation goes like this:

1. Complete information about the company you work for, right down to its history.
2. Information about the product, the possibilities of its sale, the main characteristics, the economic and psychological value of the products of your company.
3. Information about yourself as a valuable employee who is reliable in work does not fail.
4. Warranty.
5. The essence of the commercial offer.

At the end of the presentation, it is worth asking control questions, the answers to which will help you understand whether this is really your client and whether it is worth working with him. Among the main questions are:

1. Do you like this offer?
2. Are our conditions 100% suitable for you?
3. What do you think of our product?
4. Can we help you solve a supply problem?

The client should be indirectly led to the idea of ​​buying the first batch and long-term cooperation. If you ask questions "on the forehead", you can frighten off a potential buyer, make him doubt the decision. After, depending on the results, the presentation can be continued or successfully removed.

Dealing with customer objections

A smart client will definitely look for a catch in your story. Many will be suspicious of the information you provide. It's quite normal. Today the proverb “Free cheese is only in a mousetrap” is in use. Of course, there is no talk of any “freebie”, but if you sing the praises of your products, praise the company and yourself as a manager too much, any person will have a question: is he slipping me a second-rate product, given out as the best?

Without working with objections, it is impossible to imagine optimal negotiation. At this stage, the manager demonstrates his true intentions - the potential buyer thinks. There is no need to dissuade him from this.

Dealing with objections does not take place “here and now”. You have to prepare for it. To begin with, it is worth writing down the most common remarks of clients who doubt the veracity of the manager and want to check him “for lice”. At the same time, it is worth thinking about the answers to the questions.

According to the experience of specialists large companies, it is desirable to create a whole bank of customer objections, and learn how to work with it. It includes all the questions collected over the years from various sources. When writing answers, you should be guided by a number of rules:

1. Even the most insignificant objections should not be left unanswered.
2. During the conversation with the objecting client, you can ask clarifying questions. For example, "what exactly do you mean by excessively high price?".
3. You can give such explanations: "The price includes the cost of additional services."
4. Do not tell the client that he is wrong, even if it is. It is worth agreeing with his right to doubt and sincerely be interested in the reasons for such an opinion, and then smash all “no” to smithereens.

There are some phrases that work well when conducting a dialogue with “Unbelieving Thomas”: “I understand your doubts ...”, “So, so, I understand that you are worried about the question ...”, “I am very sorry that ...”, “Your concerns are absolutely clear to me, and you, of course, will analyze all the pros and cons before making a decision, “What other information do you need as additional information?”, “You say that the product is of poor quality, what is it shows up?"

According to the experience of specialists, the most common customer objections relate to the price of the product. Each of them says that competitors are cheaper or it is expensive in itself. The main thing here is to point out that the products you offer are very valuable and unique.

If you work out all possible objections in advance, you can be 99% ready for a conversation. After all, there is still the possibility that the client will ask a question that is not quite common.

Dealing with objections of beauty salons

The administrators of these organizations seem to have eaten a dog on orders for cosmetic lines and know exactly what the salon needs. They are sure that what they are buying at the moment is necessary and nothing more.

In turn, the sales manager can easily find an approach to the salon employee and find out what problems there are now, whether suppliers are failing, whether customer requirements are fully satisfied. Here is a sample dialogue that includes the most common admin objections:

I offer you a new shampoo that will work 100%.

Administrator: This is very expensive for us, it is not profitable for customers to wash their heads with a product of such a cost.

Yes, I agree with you. Benefit must be in everything. Employees of the manufacturing company, which I represent, took into account such a nuance. So I'll tell you for sure, this product is more economical to use than others. This is not an unfounded assertion. We recently set up an experiment to test how beneficial it is to use just such a shampoo. We used a small vial cap as a measure. For long hair, the entire cap goes, for medium length - exactly half, and for short - a drop. If you have a measuring cap, you can significantly save not only the tool, but also money. Here is your benefit!

By the way, each portion of the shampoo that customers use to wash their hair is included in the cost of the hairdressing service. However, the manager, realizing this, still accepts the reason for the objection and finds a worthy answer. In this case, the administrator may completely forget that “all inclusive”, and agreement with his arguments has a psychological connotation, which works flawlessly.

Another situation: the manager offers hairspray to the administrator.

It is not only expensive, but also "horrendous"!

I assume you have already worked with this varnish?

Exactly! It sprays unevenly, and the smell is terrible.

Obviously, you have been using this product for a long time. I can assure you that the manufacturer has eliminated this shortcoming. The parts supplier was replaced and the atomizer is working great now. By the way, the goods passed the examination, and it confirmed the high quality.

But I did mention the price. He's too expensive.

Completely agree with you. But I repeat: the updated atomizer works flawlessly, due to which the bottle does not leak. The varnish jet is thin, which significantly saves the product. This provides advantages and benefits.

Once again, the conditional consent technique worked. This psychological trick never fails. In this case, in relation to varnish, 2 objections were immediately expressed: price and quality. The second is more significant.

So, due to his ingenuity in both cases, the manager convinced the administrator, but the situations are different, and some of them are very unpredictable. But it is worth remembering that you should always use the technique of conditional consent, while speaking without using the preposition “not”, and the word “no” is completely forbidden to use.

Also, no less important, be sure to have complete information about the product you are selling, as well as the nuances and organization of the prospective buyer's business. Information can be extracted even from the lips of the client himself, starting a casual conversation. Understanding the problems of customers and trying to find ways to solve them, you can find new friends and permanent partners in the ranks of buyers.

Transaction results

At this stage, it is worth asking the client if he is ready to receive the first order. But you can't do this by asking questions head-on. It is important to ask: “What do you think about this product?”, “How do you like my offer?”, “How do you look at the fact that on Thursday you will receive the first, trial batch of goods?”.

It is worth conducting a conversation as if the customer has already made a decision to buy. For example: “I put additional catalogs for you, but the delivery is tomorrow afternoon”, “when is it more convenient for you to receive the goods, on Monday or Tuesday?”.

Another move: inform the client that at the end of the month the price for this batch of goods will be 15% higher. By ordering now, you can save a lot. Once the offer is accepted, it is not worth continuing to advertise the product. This can provoke a new wave of objections. After ending the conversation on a positive note, bow out. Now it is important to fulfill everything you promised.

Maintaining relationships and further interaction with the buyer

To cooperate for a long time and successfully, it is necessary to build trusting relationships with the client and constantly maintain them. Fulfilled promises are the main condition for subsequent sales. It is also important to follow the terms of deliveries, as well as to ensure the necessary range of products.

The above scheme for gaining trust and communicating with prospective buyers is only an approximate plan of action. Based on the data presented, each manager is able to develop their own guidelines for action. When communicating with customers, some of the above steps can be skipped. The reason for this may be the willingness of the buyer to complete the transaction.

It is desirable that the answers you have prepared sound natural. And the presentation of information about the product itself did not raise questions. By the way, it is worth considering that the majority of clients are what is called “in the know”. They are ready for possible arguments in favor of the product and for what the manager will say, praising the product. Administrators outlets and beauty salons have perfectly studied all the tricks that cosmetics sellers can go for. So, in a huge mass of cases, it is worth selling according to your own unique scenario. All this comes with experience. We wish you success in this fertile and interesting work!

Online sales of cosmetics

As a bonus, we will tell you how to find a buyer on the Internet. Literally 10 years ago, the Internet was completely different. A lot of sites worked in its open spaces, there were also advertisements, but social networks were not as popular as they are now. Nowadays, a large number of people associate the World Wide Web exclusively with “likes” and photos on their pages. And there is a huge field of activity for sales. By the way, here it is much easier to find out information about potential customers. It is enough to read the comments on the photo or look at the tape, which reflects the popular expressions and sayings that you like, glamorous photos or none at all. Based on this, it is realistic to make an informed decision: should this person offer goods that are beneficial to him or is it a waste of time.

Following the interests of the client according to previously studied information on his page, it is easier to successfully form a reasonable offer considering individual characteristics.

Another way is to start your own blog. Here you can, as they say, roam, but there are several basic rules: it is desirable to give the most complete information about the product with several photos or even videos, be sure to talk about the composition of the product, its cost. It is important to talk about how to use cosmetics correctly, for what type of skin and age certain products are preferred. And finally, - contact information, which will make it possible to receive orders.

There are a lot of bulletin boards on the Internet, where you can leave your advertisement for a penny or absolutely free. Help and forums on topics of cosmetic products or makeup techniques, skin care.

Well, how without modern type women's magazine - its virtual prototype? And these portals accept advertisements.

It is necessary to rank online orders, and be sure to analyze: through which advertising manipulations most of your customers come to you. By carefully recording all the data, you can increase profits at times.

In this article, I will describe in detail and give you an example of a presentation that helped me out many times when selling cosmetics, even in the most unpredictable situations, and the scheme by which I present my product is the simplest:

Selling cosmetics, I noticed a long time ago that it is very difficult for women to choose blush, they are either not noticeable, or too bright or poorly emphasize cheekbones. I suffered for a long time until I found Faberlic velvet blush.

Firstly, they are delicate, applying them layer by layer, you adjust the intensity of the color yourself, in any case, they are more likely to accentuate the beauty of your cheeks than make them red. They are easily applied with both fingers (in road conditions) or with a brush.

After this discovery, people around me began to notice that I have cheekbones. And especially men, strangers began to compliment me.

Most importantly, they will be a nice bonus for those who have close blood vessels, red stars on their face, or their own too bright blush.

For such women, this blush will be a real discovery, because properly toned facial features, combined with this blush, will hide your flaws, and at the same time your cheeks will NOT look red. ”

Let's take a look at my presentation, and consider the scheme by which it works.

one . “Usually so…”

I join this phrase to the problem of women, to the problem of my client, and this is how I show that I understand her very much.

options:

- Have you noticed...

- It's often like that...

- I know that …

These phrases connect you to the client, which makes her listen to you.

2. The product itself

The product is like an incredible invention, the product is like a solution to a problem, the product is like a way out of a situation. Here it is already very important to touch more feelings: show the product, put it on your hand, give it a try. The more senses are involved, the more likely the client will understand you correctly.

3 . Use certain words

These include: unsurpassed, chic, velvet, which help to consider in more detail the image in which a woman wants to see herself. You are not selling a product, you are selling an image, an image of a woman in this product, an image of a woman with this product.

4 . nice bonus

This is exactly the bonus that will help your customers bring more customers to you. Why did I give an example of women who find it difficult to find blush? Because they have a vascular network? Yes, this is indeed a problem for many, and it’s a sin not to voice it, even if the client does not have such a problem, but her mother or friend does. She will certainly remember this and order such a product as a gift.

Practice in front of a mirror, and then the number of your potential customers will increase!

Cosmetics and perfumery are among the ten most popular products sold through the network. After household appliances, books, clothes and shoes, flower delivery and pizza. At the same time, breaking into this market is no longer as easy as it used to be. true success can be achieved subject to love for a particular brand or creation own production. To date, the procedure for creating creams and lotions has been greatly simplified due to the availability of a wide variety of quality ingredients. That is why you can safely pay attention to the point of creating your own cosmetics. You can start with simple things like lip balms or eyebrow wax, and then expand the range. Fortunately, the country does not lack in the shops of ingredients for soap making.

But, even if you do not plan to create your own line of cosmetics at all, then you have every chance to conquer the market using our little tips. The benefits of the cosmetics trade are many. First, you can find a brand that you really like and sell only the products of a single company, or even a single product. Secondly, you know the product so well that it allows you to provide professional advice. Thirdly, you do not need to aim at the entire market and win a piece of the pie from companies that import mass-market products and have huge turnovers. You find your niche where there is no competition at all. If you love a particular brand, you are unlikely to have difficulty finding customers and expanding your online store. Now for the promised tips.

1. Find a product or a dozen products that you genuinely want to sell. As practice shows, if you love the product that you sell, then it seems to sell itself. If you don't have any feelings for the product, then it can hurt your sales. Especially at the first stage, when the network of clients has not yet been expanded and there are no sales. Your enthusiasm and ability to talk about a cosmetic product with fire in your eyes is the first and most necessary sales tool in the absence of an advertising budget. Is there at least 1 product you would like to sell? Get down to business, and later it will be possible to expand the range to 10-20 products. Remember that niche stores have one important advantage - they can be completely independent of the assortment. Even a single product can be learned to sell and do business on it.

2. Write at least 3 product articles every week. This is simply a necessary condition for promoting a product. Content is declared king, and even if you are going to use contextual advertising, then you cannot do without content. It is written not only for search engines, but also for people. Content increases people's trust in your project, so this is an extremely important component in the promotion of any product.

3. Use contextual advertising. Even a budget of several tens of dollars can bring success in sales, provided correct use contextual advertising. Learn to find the most profitable words to promote. Learn how to properly manage your advertising budgets and get the best return on investment - this will come in handy. Even with $10, you can already start getting your first customers.

4. Conduct webinars and workshops. This is a great way to engage your audience and build trust. Nothing helps build confidence like hosting live workshops or online webinars. You can also record a master class on video and use it to constantly attract a new audience. One video can work for your name forever, provided, of course, that it provides users with valuable information.

5. Invite a good beautician to visit. It's so important to get expert advice! Interview beauticians and make-up artists, give their real names and phone numbers. In general, agree on cooperation! Tips from a good beautician will help you sell a lot more cosmetics. Professionalism is judged by what kind of advice and advice a specialist gives. So take the trouble to find a good professional. If you manage to get good interviews and advice, then your content will seriously increase your credibility.

6. Go to forums and niche blogs. There you can find the most "hot" and prepared audience. People can buy from you right away if you communicate your unique selling proposition to them and it suits them.

7. Show that people are already buying from you and orders are coming in all the time. For example, take a photo of the number of orders that you have packed and send by courier today. Such photo reports clearly show that people buy and order from you, that you can be trusted, you should try to buy from you.

8. Photograph makeup and experiment with it. Do you sell cream or organic shampoo? Perfectly. Try experimenting with them. For example, add some white or blue clay to your shampoo. Take a photo of the recipe. Apply the cream as a mask. All this advice is very rarely something outstanding. But they show that your cosmetics can not only be safely in jars, but that it is a working tool for beauty and youth.

9. Show your face and record some video messages. Record at least 1-2 videos with your participation. All for the same trust. Without it, there will be no sales, whatever one may say.

10. Find a USP and remember to remind your audience of it. Finally, remember the unique selling proposition. Without a formed USP, you will not be able to tell the buyer why he should try your product. It doesn't matter how wide your range is.