Unit 205- promote and sell services and products

• Anatomy and physiology
• Further Education (Key Stage 5)

AIMS: To understand the importance of promoting and selling additional products and services. 

Outcomes:

To understand the importance of communication skills when promoting and selling products and services.

Identify the relevant legislations which apply to promoting and selling services and products.

State the difference between a feature and a benefit.

Explain the stages of the sales process.

KEY WORDS - FEATURES, BENEFITS, PROMOTION, MARKETING, UP-SELLING

Brainstorm

The Consumer Protection Act protects the client from:

1. Special offers
2. Misleading prices
3. Sales prices
4. Cheap products

Falsely describing or making false claims about a product are prevented by which act?

1. Supply of Goods and Services Act
2. Trade Description Act
3. Prices Act
4. Consumer Protection Act

Which ONE of the following acts states that the price of a product or service must be clearly displayed?

1. Trade Descriptions Act
2. Consumer Protection Act
3. Supply of Goods and Services Act
4. Prices Act

Describe two benefits to the salon of promoting service and products to the client.

State the importance of having good product and service knowledge.

To promote products and services, you need to:

Make sure you are familiar with what is available to clients in your salon.

• What treatments, services and products are available within your salon.
• How much each product/service costs.
• The suitability of the service/product.
• What the service/product involves.
• How long the product will last.
• What are the benefits and features of the product/service 

Beauty statistics

Quick facts L’Oreal is the leading beauty manufacturer in the world with an annual revenue of $33.93 billion in 2020. 

Toiletries made up 30% of 2020 cosmetic sales in Great Britain. 33% of Brits say they spend between £1 and £15 a month on beauty treatments and products.

The Great Britain toiletries and cosmetic industry sales stood at £8.7 billion in 2020, this is £580 million less than 2019. The UK organic beauty industry has recorded 10 years of sales growth, with sales in 2020 standing at £120 million. Asia and Oceania held a combined 39% of the total cosmetic market back in 2018.

Kylie Cosmetics is the most followed cosmetic brand on Instagram with over 25.5 million followers. 

The greatest worldwide growth in a beauty market has been seen in China, where the beauty industry grew by £16 billion from 2014 to 2019 – over double the next largest growth, which was in Brazil. 

The amount spent at hairdressers and personal care salons in the UK was highest in 2019, reaching £8.6 billion, equivalent to every person in the UK spending £166 on personal care treatments yearly.

Task

In your groups research the following using the weblink below.

Explain how you would adapt your services in the salon and increase sales.

Modern Males

Cultural intellect

Gender-fluid futures

Add-ons

• A feature is a fact about a product or service.

• A benefit gives customers a reason to buy because they explain how your product or service improves or addresses their concerns or issues.  

Benefits

Features

Features tell the client WHAT -

It gives a description of product or service.

Product - 

Formulation/ingredients

Usage

Packaging type/size

Service -

Time, price

Procedure, products used. 

Benefits

Features tell the client WHY -

It explains what it will do for them.

How will the features of the product or service benefit the client?

Quick and easy to use.

Helps smooth the skin.

Leaves the skin looking healthy.

Remember that clients are looking for a solution to their problem! 

Stages of the sales process

Establish the clients needs during:

• The consultation, the treatment, after the treatment and establishing a home care plan.
• What 'solution' can you offer the client?
• Effective communication.
• Clear explanation of the features and benefits

Task

Each group must choose a particular beauty service and brainstorm 3 additional services or products that can be recommended alongside it.

What is a feature?

1. A fact about a product or service.
2. What the product/service will do for the client.
3. Describes how the product/service will help the client.
4. A statement about the product/service.

What is a benefit of a product or service?

1. A statement about the product/service.
2. Gives information about the product/service.
3. Explains what the product/service will do for the client.
4. Tells the client how much the product/service costs.

Feature

Benefit

250ml

Nourishes and hydrates the cuticles.

Made with sustainable packaging.

Use twice per day applying directly to the cuticles.

Helps to improve the appearance of split, dry cuticles and hang nails. 

Task 2 

Identify 2 products and 2 services and outline the features and benefits of both.

What is the 1st stage of the selling process?

1. Explain features and benefits.
2. Establish the clients needs.
3. Introduce the product or service
4. Book the client in for another treatment.

Which is NOT an effective method of communication to aid with selling?

1. Open body language.
2. Asking open questions.
3. Show active listening.
4. Not outlining features and benefits.

Sales legislation

The key acts of legislation in the U.K  relating to promoting and selling products are;

G.D.P.R, Trades Description Act, Sale and Supply of Goods and Services Act, Consumer Protection Act,  and Prices Act.

You will be given one act of legislation to research;

You must create a poster or presentation summarizing the legislation, it's implications for businesses and customers, and a scenario demonstrating its application in a real-life selling situation.

Which ONE of the following is most important when retailing products to clients?

1. A sound knowledge of the products
2. Being able to talk easily
3. Using body language
4. Using technical jargon

Which one of the following outlines the employee's legal responsibilities when promoting products and services?

1. Descriptions must be honest and accurate
2. The price of products and services must be displayed prominently
3. Alternative services and products must be described
4. Price comparisons with local salons must be displayed

Which ONE of the following states why visual aids are helpful when promoting products and services

1. They give the client something to focus on
2. The client has something to take away with them
3. They help confirm and clarify any suggestions
4. They give a written format to the consultation process

Which ONE of the following statements explains what marketing is?

1. Getting your salon's message across to clients
2. The budget set aside for publicity and promotion
3. Using strategies to increase business profits
4. The annual expenditure for the salon's publicity

I am confident about my knowledge of promoting and selling additional services and products

Yes

No

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