2006 Mary Kay Inc. Printed in U.S.A. All rights reserved /06

Transcription

1 Skin Care Class Guide 2006 Mary Kay Inc. Printed in U.S.A. All rights reserved /06

2 Skin Care Class Guide Think about the last time you fell in love with a product and couldn t wait to share it with everyone you knew. Holding a skin care class is a lot like that getting together with friends and oohing and aahing over a great new discovery. It s a fun way to create excitement about Mary Kay products and the Mary Kay opportunity. But one of the best things about holding a skin care class is it s a great way to meet new customers and potential new team members. This guide can help you make every skin care class fun and successful. Plus you can watch the Skin Care Class DVD included with your Consultants Guide for even more great ideas. I love holding skin care classes. They give me the opportunity to meet new people. It s exciting to see my new customers faces light up when they fall in love with Mary Kay products.

3 Skin Care Class Overview The Company strongly recommends that Independent Beauty Consultants adopt a no touching policy at their appointments. It is important that customers learn how to use the products themselves during the skin care class or facial so that they feel confident about repeating the process on their own. For more information on this topic, please see Page 75 in Product Guide. As an Independent Beauty Consultant, your business is yours to conduct however you wish. The following guide has been proven successful for many Independent Beauty Consultants over the years. It is based on the way Mary Kay herself conducted her skin care classes. 1. Coach your hostess before the class. 2. Prepare for the class by preprofiling guests, developing your I-story (see Page 30 of Business Basics or go online to the Mary Kay InTouch Web site) and packing your supplies. 3. Arrive early to set up and go over the details with your hostess. 4. Follow the four-point recruiting plan. Ask the hostess to suggest potential new team members. Tell your heart-felt I-story with enthusiasm. (You can also do this as a part of your presentation to the class.) Share the Mary Kay opportunity with at least one guest as well as with your hostess. Offer your hostess a special gift for every person she suggests who becomes a new team member. 5. Conduct the class itself. Welcome everyone. Talk about the Company and the opportunity. Have guests apply the products as soon as possible. Discuss each product s benefit while explaining how to use it. Book future appointments (including rebooking your hostess for a specialty class). 6. Present a table or group close. 7. Hold individual consultations to confirm follow-up appointment for customized color, to sell products and to share the opportunity. (Many people are uncomfortable discussing finances in front of their friends.) Your guests will appreciate your respect for their time. So always do your best to begin your skin care class on time and end it, promptly, no more than two hours later. Many Independent Beauty Consultants have found their skin care classes to be more effective when they use the following presentation timeline as a guide: Approximate presentation timing: Opening remarks 15 minutes Skin care minutes Basic color 10 minutes Table close 5 minutes Individual consultations 40 minutes Total presentation time 90 minutes Prepare for Success Coaching Your Hostess It s important to build your hostess s enthusiasm and make her feel important. You re in a position to know best how to accomplish this, and you likely already have a lot of great ideas. Many Independent Beauty Consultants have found it beneficial to call each hostess two days after booking a class. They do this to give themselves adequate time to reach their hostess well in advance of the scheduled class. When you talk to your hostess, the goal is to get her excited about the class. You can do this by confirming the free products or gifts she wants to earn with her hostess credit. It s also a good time to get the guest list and contact information. Before you get off the phone, consider paying your hostess a sincere compliment, and tell her how important it is that the class holds. Spending time with my hostess before the skin care class is priceless. It gives me the opportunity to sincerely share my business and my heart. 2 3

4 Preprofiling Your Guests The customer profile is a great tool designed to help you learn your customers skin care needs and preferences to make planning and packing for your class fast and easy. Preprofiling also helps you build a rapport with your guests and allows you to give each guest the personal attention for which Mary Kay Independent Beauty Consultants are known. As soon as you have your hostess s guest list (with contact information), you ll likely want to preprofile as many guests as you can by calling* them to ask their skin type, skin tone and foundation preference, and noting it on the customer profile. Or if you haven t been able to connect, you could consider asking them to register and complete the skin care profile on your Personal Web Site With Shopping. You might also consider mailing invitations or class reminder cards to each guest. Packing for Success Packing is an important part of preparing for your skin care class. It helps you get organized and can save time when you arrive at your hostess s home especially if you ve preprofiled your guests. Please see Pages in Business Basics for a few suggestions you might want to try or modify when packing your Starter Kit Bag for skin care classes. Get the Party Started You can get off to a great start by arriving at your hostess s house at least 30 minutes before the guests arrive to allow time for coaching and setting up. When you arrive, you ll likely want to sit down for a few minutes to review the class preparations with your hostess. Consider reminding her how much you appreciate her opening her home to you, and tell her she can help make the class a success by greeting her guests at the door and introducing them to the Satin Hands Pampering Set. And don t forget to ask her, Who is coming that you think would be good at doing what I do? How about you? Watch what I do and we ll talk after class. Setting the table according to the skin types of your guests makes it easier to dispense product and acknowledge each skin type during the class. You could place guests with normal to dry skin on one side and guests with combination to oily skin on the other. And if you were able to preprofile your guests, then you know exactly where everyone will sit. You can set a personalized place for each guest with the tools you packed. Remember, everyone sets the table differently, so do whatever works best for you. Finally, position your Flip Chart at your place at the table, and you re ready to begin. Setting the table before the guests arrive helps create a skin care class that s more relaxed and fun. It also makes my customers feel special. Set Up Product Displays Another great idea is to set up product displays where your guests will be seated and where refreshments will be served. You could also include the latest copy of The Look and special displays for seasonal and limited-edition products. As Guests Arrive Your enthusiasm can really set the stage for a wonderful time. Having the hostess introduce guests to you will help them feel comfortable. While your hostess treats a guest to the Satin Hands Pampering Set and others are filling out the rest of their customer profiles, you could begin by selecting their foundation shades. *Prior to contacting referrals via telephone or , you should consider whether such communication is consistent with state and/or federal do-not-call and/or spam laws and regulations. For more information on the subject, you can go to and select Tax and Legal from the drop-down menu. Otherwise, Mary Kay always recommends face-to-face contact, which should help you avoid any issues with these types of regulations. 4 5

5 captivating color. powerhouse skin care ṬM Selecting Foundation Shades This is a great opportunity to interact with your guests and let them know you re there to meet their beauty needs. You can start by referring to the customer profile to determine each guest s skin tone and preferred foundation coverage. The Mary Kay Foundation Shade Selector Tool from your Starter Kit makes it easy to select the right shade of Mary Kay Medium- or Full-Coverage Foundation for anyone. Simply hold the clear sheet next to, but not touching, the jawline. The color that seems to blend in with her skin is the shade to try. After you ve selected the shade, ask your guest to cleanse a small area on her jawline. Then, have her apply a stripe of the foundation shade you ve selected to the area. Be sure to tell her to blend it in and then wait 1-2 minutes for it to dry. If the foundation seems to disappear or blend with her skin tone, then you ve found the right shade. Write the shade name on her customer profile and have her circle it in her Beauty Book either before or during the class. Then dispense the foundation into her tray for her to apply during the class. If the shade you selected does not disappear, ask her to try a slightly lighter or darker shade. While you will probably use Mary Kay Medium-Coverage Foundation for shade selection, not all of your customers will prefer medium coverage. Don t forget that the Medium-Coverage Foundation is buildable, which means if your customer wants additional coverage she can apply another layer after the first layer has dried. Show and Tell Now you re ready to start the class. Most women love to buy, but they hate to be sold. So, show and tell what you love about Mary Kay with enthusiasm. The Flip Chart was designed to be a guide for holding a professional skin care class. Remember, it s up to you to decide how you want to conduct your skin care classes. Take as much or as little as you want from the suggestions contained in the Flip Chart. To get an idea of how it works, you might want to have it in front of you as you go through these instructions. WELCOME GUESTS AND THANK HOSTESS Notes: First, I d like to welcome everyone and to thank (hostess s name) for hosting this class. To show my appreciation, I m going to let her choose her special gift from the great Mary Kay products she loves. Isn t that a choice you d love? I offer it to all my hostesses, so ask me about it during your individual consultation after the class. Now, is everyone ready for a treat like the Satin Hands Pampering Set? Great, because I m going to show you some of the amazing Mary Kay products women fall in love with every day. After we take a moment to introduce ourselves, you ll get to experience some of the great Mary Kay skin care and color products. Then we will book your follow-up appointment. At the end of this class, we can get together individually to discuss your needs and answer any questions about the products you tried today. OK, now let s start with the introductions. Why don t we start with you? 4-5 minutes There is room at the top of the page for you to write your own notes or tips to help you to give a great presentation that is customized just the way you want it to be. As you read the dialogue on the back side of the Flip Chart (the largest amount of text in the center of the page that s set off by quotes), your customers will view the front which shows images that support your words. To the left of your dialogue you ll see Flip Chart icons. These visual cues can help you quickly identify important topics in the script before you reach them. Product Follow-up appointments Individual consultations To the right of your dialogue you ll see the image from the front of the Flip Chart and images from the Beauty Book. These are the images your customers will be looking at as you lead them through the class. You ll notice as you read that some of the pages include tips in the right margin. These tips are there to give you extra pointers during the class; they re not meant to be read to the guests. discover the beauty of mary kay Maria (left) is wearing MK Signature Safari Sunset and Hazelnut eye colors with Sable eyeliner, Pink Sapphire cheek color, Neutral lip liner, Shell lipstick and Pink Allure lip gloss. Nikki (right) is wearing MK Signature Safari Sunset, Goldenrod and Double Espresso eye colors, Steely eyeliner, Gold Canyon cheek color, Dark Berry and Dark Red lip liners, Magenta lipstick and Natural lip gloss. Tips: Help your hostess feel special by gesturing to her as you say her name. When you ask about Satin Hands, nod yes and touch your hand. Choose a guest who wants to introduce herself first. You could ask her how she knows the hostess, and does she work inside or outside the home. 1 First, set up your Flip Chart like an easel with the dialogue page facing you. The pages are designed to flip from the back to the front with the photo pages facing your guests. 6 7

6 Whether you create your own dialogue or follow the suggestions in the Flip Chart, a smooth presentation will impress your guests and help give them confidence in you. So if you choose to use the Flip Chart, you ll want to get comfortable with it and your products. You could try videotaping or recording yourself presenting or you could practice in front of a mirror or your family and friends. If you make an audiotape, you can listen to it in the car. Use whatever method helps build your confidence. To practice using the Flip Chart, begin with the first topic on Page 1: Welcome Guests and Thank Hostess. It might be helpful to read the dialogue aloud to get familiar with how your presentation will sound to your guests. Feel free to adjust it to fit your own needs and preferences. A permanent marker is an easy way to make changes as you go. Continue to flip forward through the chart, practicing your dialogue, until you reach the final topic: Closet Close and Begin Individual Consultations. Congratulations! You ve just completed your first skin care class. It s important to get comfortable with the products and information you just read so your guests feel comfortable as well. Remember, you set the tone for the class. Sharing this information with genuine enthusiasm, while making frequent eye contact with your guests and inviting them to take notes, can help them to feel the excitement too. Individual Consultations Once you ve finished your presentation, you ll likely want to meet with each guest individually. This is your opportunity to confirm her follow-up appointment, help her with her product selection, answer any questions she may have and make the sale. Remember, the only way to make a sale is to ask for it. Begin with the most promising guest or the person who needs to leave first, and end with the hostess. It s a good idea to choose your best prospect to begin your individual consultations (unless someone is in a hurry). She is probably the guest who seemed most interested and responsive throughout the class. Her positive response and purchases will be good motivation. And, when she returns to the group, her purchases can spark more interest among the other guests. If you re having trouble moving guests away from the table, try the following dialogue and then invite the most enthusiastic guest to join you. I know everyone is having so much fun, but I want to be respectful of (hostess s name) s time and make sure I get to meet with each of you. Our individual consultations should only take about 5 minutes. OK, (guest s name), why don t we start with you? Once you sit down with your guest, use the Beauty Book and her customer profile to discuss the product sets she s interested in and suggest customized skin care products. The secret to closing is to ask positive questions. If you involve the guest, asking for the order will come naturally. Many Independent Beauty Consultants use these steps to close with great success: 1. Did you have as much fun as I think you did? 2. How does your skin feel? (Touch your face when you ask the question.) 3. Which part did you like best? (When she answers, you can follow up with why she will continue to like it as a regular Mary Kay customer.) 4. Confirm/book the follow-up appointment. 5. Do you have any questions? 6. (Guest s name), my goal is to help you get all that you want. And knowing that I take cash, check, Visa, MasterCard, Discover, American Express or a combination of these, which set can you not live without: the Ultimate Miracle Set, the Miracle Set or the TimeWise Basic Set? (Hold or gesture to each set as you ask.) Notice when asking for the order (Question 6), you are asking the guest to choose between sets. You have a far better chance of getting a favorable response this way than with an open-ended question. Try to use this technique in any closing situation: whether for products, in booking or in team building. You can expect price objections, but you can also turn them into something positive like bookings, for example. If money is a problem for a guest, you can suggest that she purchase what she can now, and then she can invite some friends to a facial or a second skin care class. That way, she can begin earning the other products she wants in hostess credit. 8 9

7 Also, an excellent way of overcoming price objections is the feel, felt, found method. For example, you might say: I know just how you feel about spending money on yourself. I felt that way too. But when I thought about it, I found I m worth it! You might want to confirm or encourage her to book an appointment (a skin care class or collection preview) by telling her how she may earn free products through hostess credit if a few of her friends attend the class. You could say: When we get back together for your follow-up appointment to give you a customized color look and to check your skin care to make sure you re getting optimum results, I can show you a simple way to earn some free products through the hostess credit program! If you host a skin care class or collection preview, you may earn free products as a gift. I know every woman is interested in free products! Is there any reason you couldn t share your follow-up appointment with some of your friends? Now (guest s name), I would like to call you in two days to see how the products you purchased tonight are working for you. What time may I call you? Good, at that time I ll also ask you for the names and contact information for the guests coming to the event you re hosting so I can ask them a few questions about their skin and have the right products ready for them. As you meet with your hostess, you will also want to thank her for her hospitality, determine the hostess gift she earned based on total sales and bookings from the class, and ask if there s anything else she d like to purchase. You can also encourage her to host another event. Meeting one-on-one with each new customer allows you the opportunity to personally close each sale and provide every guest with the kind of excellent customer service they re sure to remember. Follow-Up Is the Key to Success You can increase the success of your business, build customers for life and find new team members by consistently following up with your hostesses and customers after each class. This is a big part of offering excellent customer service and can be the beginning of a profitable, long-term relationship. If you gave your guests information about the opportunity, remember to follow up with them. Also, follow up with any guest who couldn t make the class as well as the referrals* provided from your guests. Please see Business Basics on Page 41 for information on following up after the sale. Before the consultation is over, ask if she might be interested in the Mary Kay opportunity. (Guest s name), remember at the beginning of the class when I told you that Mary Kay always said, at every skin care class there s at least one new Independent Beauty Consultant? Well, in the time we ve had together, I believe you are the kind of person who d enjoy the Mary Kay opportunity because (put your reason here: you re fun, you re a leader, you love people). Starting your own business may or may not be for you, but I d like your honest opinion of this short CD (or other team-building materials). It features stories of women who found something more with the Mary Kay opportunity. Is there any reason why you couldn t listen to this CD? Great! Could I stop by your office at lunch tomorrow and pick it up? And as a thank-you, I ll bring you a wonderful gift. Thanks again for coming tonight, (guest s name). I really enjoyed meeting you. Would you do me a favor and send (guest s name) in next? *Prior to contacting referrals via telephone or , you should consider whether such communication is consistent with state and/or federal do-not-call and/or spam laws and regulations. For more information on the subject, you can go to and select Tax and Legal from the drop-down menu. Otherwise, Mary Kay always recommends face-to-face contact, which should help you avoid any issues with these types of regulations

8 2+2+2 When your customers are new, think : two days to call to see how products are working, two weeks to hold follow-up appointment and two months to call for reorder. Congratulations, you re ready to start your business! Skin care classes lay a solid foundation for your business. What a fun way to start and keep it growing. And remember, every time you book a skin care class, you meet new people, and that can mean new customers and new potential team members. So go ahead, get the parties started and have a great time. This is going to be fun! Your Relationship With the Company As a Mary Kay Independent Beauty Consultant, you are self-employed. Our marketing plan has been developed to support your independent contractor status. Simply stated, this means you are your own boss. Your Independent Contractor Status As an independent contractor, you are not an employee of the Company. There are many advantages to your independent contractor status, and as your business grows, so can the value of your self-employed position. You will receive plenty of business guidance, yet you have the freedom to choose your own hours and the business methods that work best for you. It follows that the ideas included in the Skin Care Class Guide are suggestions that may help you build your Mary Kay business. The Company retains no right of control over you except those terms and conditions outlined in your Independent Beauty Consultant Agreement. You, in turn, have no power or authority to incur any debt, obligation or liability, or to make any representations or contract on behalf of the Company. For additional information regarding the tax and legal aspects of your business, please refer to the guidelines found on the Mary Kay InTouch Web site by selecting Tax and Legal from the drop-down menu. 12 LearnMK, Mary Kay, Mary Kay InTouch, Satin Hands and TimeWise are registered trademarks of Mary Kay Inc.