Lotion Sampling That Turns Lookers into Buyers
Lotion Sales Secret #9: The Surefire System to Maximize Lotion Sales without Being Manipulative or Demeaning
This secret is adapted from the webinar The Psychology of Free: Using Beauty Product Sampling to Convert Lookers into Buyers by David McFarland of SunEvolutions January 20, 2021 (McFarland, 2021)
I just spent a chapter convincing you not to sell a packette. It’s like kissing your sister (or brother). You finally got a kiss, but ewe!!
Now I’m going to suggest you give some samples away to sell more full bottles — to increase total salon net lotion sales.
Life is full of dualities, what can I say? Just like how indoor tanning is the smartest way to maximize the benefits and reduce the risks of both too much and too little sunlight. Never sunburn.
Hang in there with me as I have put together a Lotion Sampling System from what I learned from David.
This is not about making it rain lotion samples at your salon. This is a deliberate and goal-focused system to increase not only total lotion sales but also total net lotion sales.
After all, it only helps the lotion manufacturer and distributor if you increase total gross sales while decreasing total net sales.
Eso no es bueno.
The Science and Psychology of Free
First, let’s have a little roundtable discussion about the science and psychology of free stuff.
Dr. Robert Cialdini (Cialdini, 2006) has written extensively on the 6 principles of persuasion. He gives us a little insight as to the way this lotion sampling system could be effective.
Reciprocity
Give something to get something. By nature, people feel obliged to reciprocate a favor. It’s why I don’t like to receive gifts — I hate the feeling I must reciprocate. You know the feeling. Your coworker buys you a birthday gift, no matter how small, you now feel obligated to get them a gift. This is the primary principle when considering a sampling system. When you give them a free lotion sample the guest feels obligated to do something for you in return. It might not lead to the purchase of a full bottle, but it might lead to a 5-star online review — especially if you ask for the review at the same time you give them the free lotion sample. Here is what that script might look like.
“Jody, it sounds like you had a great tanning session using the lotion. What did you like most about the lotion?”
“Would you consider giving us a 5-star online review including your comments about the lotion?”
Commitment and Consistency
This principle suggests we have a deep need to be seen as consistent. Nobody wants to be seen as a hypocrite. Once we publicly commit to something or someone, we’re likely to go through and deliver on our commitment. By getting your guest to commit to using a lotion because you gave them a free sample, they will change their self-perception from “I don’t use lotion” to “I do use lotion.” That change could be enough to persuade them to purchase lotion now or in the future.
Social Proof
There’s nothing like being validated by what your peers are doing. Peer pressure is intense. We are most influenced by social proof when we are unsure of ourselves and when the people we observe seem similar to us. This is why websites include the number of times an item has been purchased. We are lemmings. Now, imagine you have a lobby full of guests and you have a guest come out of the tanning room raving about the free lotion sample you just gave them. Btw, they came out raving because you asked them for a favor (reciprocity principle) when you gave them the lotion. Here is that script.
“Heather, would you do me a favor when you come out of your tanning session please give me a review of the lotion?”
Authority
Why do we obey authority? It’s human nature. This is more subtle and takes more time to accomplish. A tan consultant can be an authority figure if they exude confidence (not bravado) in the products and services they sell. But once achieved, your guests will look to you to tell them what to buy. When you say, “Jody, I’ve set this sample aside just for you,” you are also saying, with your authority, “I want you to buy this lotion when you come out of your session.”
Liking
Quite simply, you are persuaded more by the people you like. Maybe you thought all those tangential conversations you had with your guests produced no fruit. You’d be wrong. The more you actively listen the more likable you’ll be. What is another way you could be more likable? Oh yeh, give your guests free stuff. Wow! The very giving of a free sample makes you more likable and therefore increases your power of persuasion.
Scarcity
You know this is true, the harder it is for you to get something the more you want it. Look no further than when Apple releases a new iPhone version. How do we create scarcity when we are giving something away. First, by letting your guest know you’ve set a particular sample aside just for them. There is, after all, a limited number of free samples you can give away. Second, by letting the guest know you only have one or two bottles of that lotion in inventory. Btw, I recommend only stocking 2 of any bottle for that reason (and so you don’t have excess capital tied up in inventory). Here is a script that creates scarcity.
“Hey Mary, we have a limited number of free lotion samples and I’ve set one aside just for you. It has the best anti-aging and tanning technology available and normally retails for $15. Would you like to try it today?”
It’s like David said, “It’s almost not fair.” The guests don’t have a chance once you implement your sampling system.
Setting Goals of a Sampling System
Your first task is to set some goals, but really there is one goal: Increase total salon net lotion sales. Everything else supports that goal. Here are some tangential objectives.
1. Convert lookers into buyers
2. Create goodwill, great lobby vibes, and trust
3. Have an influencing tool to slow down your guests
4. Help immerse the guests in their salon experience
5. Sell multiple full bottles, aftercare, and specialty products
Lotion Sampling Strategy
1. Win their hearts and their wallets will follow. What I mean is you are selling an experience, a feeling, not lotion ingredients. No one is buying tocopheryl acetate. What the hell even is that? But tell me about the anti-aging skincare and I’m butter in your hand. (Yes, I know what tocopheryl acetate is and that is why I didn’t sell as much as I could’ve early in my career.)
2. I don’t even want to know what is in the lotion. Just tell me what it’s going to do for me. Explain the lotion to me like a sommelier might describe a young Bordeaux — this angular wine is sharp and pointed in your mouth; it is the opposite of smooth.
3. Make the guest work for it. This is the quid pro quo we discussed in the Reciprocity Principle above. You give them something be sure to ask for something specific in return. The best ask is to get them back to the counter on their way out. Ask for a review of the lotion so you have a chance to see if it meets their needs, wants, and desires. Then ask for the sale.
4. Sampling creates most sales when used in the first few minutes of the sale. Don’t delay, engage them quickly with your scripts.
5. Use the extra time to engage in more meaningful conversations. While you have their time, delve into their tanning needs, wants, and desires. Is there a wedding, vacation, event? Are they self-medicating? Is this just time alone? What are they using at home to extend and protect their tan and skin? Do they have trouble tanning their legs or face?
6. Don’t forget to enunciate and project your voice. There are curious lobby guests paying attention to what you are saying. I’ve sold many multiple bottles when I have an audience.
7. By asking the guest to stop by after their session to give you a review of the lotion you create selling opportunities on the way in and the way out.
8. The method is simple to use regardless of sales experience. That is the true beauty of a well designed and executed lotion sampling system. Even a novice can give away free stuff and ask the guest to give a review on their way out.
9. Use sampling as part of every guest interaction, specific pre-planned event, and to create a buzz about your salon and your products with the salon’s raving fans.
10. Use this as an opportunity to reward guests for loyalty and for buying more.
11. Set limits as to how many free samples a guest may enjoy before they buy a full bottle. I recommend only one sample between full-bottle purchases. You can also set the limits based on dollars spent and the number of visits between free samples.
12. Create extra time with your guest to leave meaningful notes on the guest account. “The guest is getting married.” “The guest is almost out of lotion and loved the free sample.”
13. Take advantage of promos from the manufacturers and distributors. This is a great way to stock up on free or nearly free samples to use in your sampling system. Just make sure you are getting samples of what you have in bottles. Don’t hand out samples of the product you don’t carry.
14. David suggests putting the price on the sample so your guests know the value of what they are getting for free. I don’t find this practice sustainable because we won’t consistently put labels on the samples. Handwriting the prices does not fit in our branding image. If handwritten prices are in congruence with your brand then I think this practice is doable and sustainable.
15. 1. Again, David suggests you designate a percentage of the free packettes you get as sampling stock (about 25% of the free stock). I believe you should either set aside all your free stock for sampling or none. If the system is working, then it’s going to work every time with a free sample. See the chart Maximizing Your Packette Sampling Program to determine how many packettes you can sample before losing money.
16. One option to create scarcity is to offer samples just one or two days a week. I notice my Sam’s Club has samples when they are the busiest on Saturday and Sunday. I would suggest the opposite, pick a day when you are least busy so you have more time to spend with the guests. Giving the event a memorable name could help guests to remember to attend, for example, Happy Monday, Try It Tuesday, Free Friday, Skincare Saturday, or Sunday Samples.
17. Don’t stress over the guests who don’t buy. Some sales will happen on another day. Stay focused on your goal — to increase total net lotion sales. This is a short and long game strategy. You’ll make more sales in the short run and you’ll make more sales in the long run. Make sure there is a record on the guest’s account of what lotion they were given and what was their review of the lotion. Plus document any other notes of importance like that they plan to buy on a future date.
18. Here is the formula to determine if you are better off selling the packettes or sampling them. The data is real, but the lotion names have been changed. I’ve included two sets of assumptions for each lotion — you get the packette free or have to pay for it. The other assumption is that you pay a 10% commission on your bottle sales. With the formula, you can easily make a spreadsheet using your policies. The right column is the maximum number of samples you can give away per bottle sold and come out financially ahead.
Procedure
This is the procedure you use with your select guests. If you are not selective and decide to rain lotion samples randomly and without consideration then I believe you’ll be unsuccessful in increasing total net lotion sales.
With a delighted, happy to see you, look on your face use this script.
“Hey Brooke, we have this free lotion sample and I’ve set it aside just for you. Would you like to try it?”
Brooke will have questions about the lotion. Be ready to be knowledgeable about the lotion, but not from a technical perspective but a benefits perspective. Here are some “what it is, what it does” scripts.
“This lotion has a cosmetic bronzer which means you’ll have immediate color as soon as you get out of the tanning bed.”
“This lotion has a self-tanner which means you’ll develop color over the next 2–4 hours to enhance your real tan.”
“This lotion has salon-quality skincare in it so you’ll keep your youthful appearance.”
“This lotion has after tan odor inhibitors so you can go back to work smelling fresh.”
“This lotion has a tattoo preserver so your tattoos look as vibrant as the day you got them.”
“This lotion can be used indoors and outdoors so you can use it now and when you go on vacation.”
Remind Brooke how much the sample normally costs and answer any of her other questions. Make notes on Brooke’s account about anything that would help you serve her, like why she is tanning, what she is looking for in a lotion, and any tanning challenges she might have.
Then, before you send Brooke to her tanning room, use this script.
“All I ask is that you give me a full review of that lotion on your way out.”
When Brooke comes out raving about the lotion you just gave her, be sure to offer the full bottle for her to buy. You can use the assumptive close by asking,
“How would you like to pay for that today?”
You should have such great success with this secret that it is almost unfair to the guest.
Shoot me an email and let me know what you think. Can you use this secret to increase lotion sales? What would you do differently?
Works Cited
Cialdini, R. P. (2006). Influence: The Psychology of Persuasion, Revised Edition. New York: Harper Business.
McFarland, D. (2021, January 20). The Psychology of Free: Using Beauty Product Sampling to Convert Lookers into Buyers. Dallas, TX, USA: SunEvolutions.
