Retail Mastery - Handbook

Retail Mastery - Handbook

Table of Contents

Preface: Drive Your BUS to Success

About the Authors

Introduction

Chapter 1: Boost Your Bottom Line While Serving Clients

Your Unique Position

Extend Session Benefits

The Importance of Retailing

Spas Do it -- So Should You

Sales Reluctance

Advantages and Disadvantages of Retailing

Chapter 2: Ethical Concerns

The Power Differential

Product Knowledge

Nutritional Supplements

Ethical Do’s and Don’ts

Chapter 3: Choose Appropriate Products

Product Research

Match Your Services with Products

Get Client Feedback

Attend Expos

Read Labels Carefully

Review Product Information Sheets

Talk to Colleagues

Buy in Small Quantities at First

Offer Samples

Test the Product

Distributors

How to Set Up an Account

A Twist on Traditional Sales

Private Labeling

Private Label Companies

Product Liability

Chapter 4: Financial Management

Pricing Products

Inventory Control

Sales Tax

Reports

Chapter 5: The Art of Selling Products

The Four C’s of Effective Sales

Communication

Consultation

Convenience

Compliance

Sales Methods

Recommending

Signature Treatments

Direct Selling

Creative Ideas for Selling Products

Spotlight Products

Bundle Products

Public Speaking

Host a Product Education and Sampling Event

Start a Product Review Club

Social Media Marketing

Holiday Marketing

The Holiday Edge

Holiday Treatments

Creative Marketing Approach

Closing the Sale

Buying Cues

Upselling

Wrapping It Up

Fostering Ongoing Sales

E-Commerce

Chapter 6: Merchandising

Visibility

Design

Impulse Buying

Holiday Merchandising

On-Site Merchandising Tips

Epilogue

Retail Mastery Tips

Tips for Choosing Products

Tips for Managing Finances

Tips for Selling Products

Tips for Merchandising

What Others Say about Retail Mastery

(5-Nov-2017) We teach therapists to create ldquo;client-centered sessionsrdquo; so that they may provide the best care and service to their clientele. Now, thanks to Sohnen-Moe and Solien-Wolfe, we have a practical resource for teaching ldquo;client-centered retailingrdquo; to enhance our services. In this book, you will learn the ease of bringing product sales into your business enabling you to expand the value of your services to your clientele while simultaneously increasing your revenues. If running a holistically successful business is what you desire, you need to read this book!

—Dawnette Cabaluna, Vice President of Education, Cortiva Institute, Massage Therapy and Skin Care Schools

(3-Nov-2017) Massage must be more sustainable by extending the benefits for clients between treatments and maintaining more active therapists in the profession for much longer. Professional retailing supports sustainability… and with this comprehensive guide from Cherie Sohnen-Moe and Lynda Solien-Wolfe, these two legends point the way to help your clients as you help yourself. True win–win! The profession needs this book!

—Marshall Dahneke, Chief Commercial Officer, Performance Health

(16-Oct-2017) Millions of consumers are actively searching for a proactive approach to wellness, and appreciate the practical advice and product recommendations that a trusted massage therapist can provide. This book offers practical advice on how you can help your clients on their wellness journey, while securing a financial foundation for your practice and sustaining your future. A must read!

—Marti Morenings, Founder and Chairman of Universal Companies, Inc.

This is a must read for every therapist. Cherie Sohnen-Moe and Lynda Solien-Wolfe, two industry leaders, teach you the ins and outs associated with retailing in your practice. This easy to read book includes links and tools for you to get started. A great book that is much needed.

—Heather Zdan, Vice President of Marketing, Massage Warehouse

Press Releases

Publisher:Sohnen-Moe Associates, Inc
Phone:+1 520.743.3936
Contact:Deanna Sylvester email

Press Release - October 16, 2017

For Immediate Release

New Publication: Retail Mastery: The Handbook for Massage and Bodywork Practitioners

(Tucson, AZ) - Retail Mastery is the long-awaited handbook on how massage and bodywork practitioners can provide products that enhance their clients’ wellness, while increasing the success of their own practices.

Benny Vaughn, known as the father of sports massage, has this to say about retailing:

In a thriving massage therapy practice, I see it not as retailing, but part of the therapeutic experience for the client. When I make it easy and convenient for a client to access products that can extend and enhance the massage therapy experience, then I am providing full customer service.

And here’s what retail industry experts are saying:

Millions of consumers are actively searching for a proactive approach to wellness and appreciate the practical advice and product recommendations that a trusted massage therapist can provide. This book offers practical advice on how you can help your clients on their wellness journey, while securing a financial foundation for your practice and sustaining your future. A must read!

—Marti Morenings, Founder and Chairman of Universal Companies, Inc.

Written by two highly-respected educators in the massage and bodywork profession, Cherie Sohnen-Moe and Lynda Solien-Wolfe, Retail Mastery provides the information needed to successfully incorporate product sales into any massage or bodywork practice.

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Press Release - September 25, 2017

For Immediate Release

Retail Mastery: The Handbook for Massage and Bodywork Practitioners

(Tucson, AZ) - Retail Mastery is the long-awaited book from two highly-respected educators in the massage and bodywork profession: Cherie Sohnen-Moe and Lynda Solien-Wolfe. They have been collaborating for several years on the topic of retailing. They have facilitated workshops, written articles and blogs, and host a website and a Facebook page on this topic. They are both passionate about the importance of retailing in enhancing clients’ wellness, as well as providing financial support for practitioners.

The Retail Mastery book provides the information needed to successfully incorporate product sales into any massage or bodywork practice.

Product sales are a great diversification method; the profits from the sales add an additional income stream that can defray overhead expenses. It is hazardous—physically, emotionally, and financially—to rely on your hands-on work as the sole source of your livelihood, particularly if your work requires intensity.

Clients like to get products from you and appreciate the convenience of purchasing from you. They most likely get more education, service, and support with the products they buy from you than those they buy from a retail store or online. You save them time when they don’t have to make a special trip to buy an item, spend hours researching online, or wait days or weeks for it to be delivered. Most clients would rather purchase products directly from you (their trusted practitioner) than from an impersonal company.

Retail Mastery is now available in Kindle format from Amazon.com. Amazon offers Kindle Reader apps for a number of devices; check your app store for availability.

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Last updated: November 10, 2017