I got my very first gold ‘consumer’ product few days ago. I would have preferred it to be a Gold Bar which would mean more valuable instead of a Gold Peel! Gold Peel?? Yes, it’s a facial product that contains gold flakes (24k gold) that claims to be one of the secrets to the beauty of the ancient Egypt queen Cleopatra. In this article, I share with you my firsthand experience on how I ended up ’invested’ in this product, the sales approach and how I think it can be done better.
I was in this shopping mall in the western part of Singapore two days ago (a Saturday morning slightly before 10am), where retail businesses were just beginning. I was walking along the pathway and caught a glimpse of this opened shop from a distance. The pinkish deco caught my eyes and I thought it looked quite beautiful (I was only seeing the top part of the shop because there was a massive blocked view between us). I tipped toe hoping to get a better view but it didn’t help much so I made an u-turn to get a good look. And because that was the only alternate way to get to my destination, I had to pass by that shop.
I saw a young lady handing out sample to me as I was walking in her direction. Ah, so it was a shop selling those Dead Sea skincare products from Israel. I was apprehensive but this saleslady approached and handed me the small sample tube. I took it and had a look, it was a body lotion. I thought why not just gave it a try. I mentioned “Hand lotion”, she heard me and suggested to show me some product and walked me to her shop, which was just a few steps ahead. She quickly went into the shop and gotten a green tube and squeezed something onto the back of my left palm. I stood there and wondering what’s next. She was expecting me to follow her into the shop while I was waiting for her to hand me something to wipe it off. Seeing I wasn’t moving, she invited me into the shop. Immediately, thousands of things went through my mind. I felt like a fish caught on bait being pulled into the hand of the predator! I thought what a great strategy they had. The only way to remove the scrub (by now I knew what it was) was to go into the shop and wash it off because there were taps and basins in there, waiting. Brilliant! Alright, I thought. I followed and went in. She told me to rub both hands with the scrub she had put on for me. Come to think about it, I was carrying a large shopping bag in one hand and she didn’t offer to help! Anyway, I struggled a little with the shopping bag, managed to carry it over my shoulder and started scrubbing my hands and washed it off. Now, having been in the skin care industry for several years working with one of the Top product choices of both skin care professionals and consumers worldwide, immediately I knew this was a relatively good and effective product that they were selling.
The next thing she told me: “Now you may apply lotion after scrubbing. Do you like the flower or fruity type?” (My antennae quickly went up. She was leading me and not giving me a choice of exit. Hmmm…. Interesting). I told her, “Doesn’t matter” She hesitated for a while didn’t seem to know what to do, so she suggested the one same as the sample she gave me earlier, Flower. This was being observed by the Outlet Manager who was near by. In fact, he had just finished washing his face at the next basin while I was busy scrubbing and washing my hands. He asked me: “How’s my skin, ma’m?” (He was a Philippine national by the accent). My reply was quite dry: “Good, of course”. In fact, as I was washing my hands and the saleslady walked over to the other side of the counter, I saw the manager gave her a signal indicating what to do next. (Which I didn’t feel very comfortable about)
As the saleslady was waiting for my interest in her products, she asked if I would like to get one. I asked if there was any sample for face. She went behind me to the other counter. From there, she scooped some gel from a bottle and applied it on my left inner forearm. Let it stayed on for a while and started rubbing. As she was rubbing, some ‘dirts’ came off of my skin. She said now I saw this much dead skin cells came off my skin, it would be worse if I apply it to the face. (Hmm… I thought… was that a scare tactic or was it simply something that she came up with. I didn’t think the company would have taught her to say that without any basis.) She explained that it was a Gold Peel and mentioned that the Gold was from Germany and made in Italy. I wasn’t really interested and again asked if there was any sample for the face. In fact, I was standing there pondering, looking at my own skin into the wall mirror for a while, waiting for her respond. She said there was no sample for face as we got to experience the products firsthand over the counter here. I told her I would try the body lotion sample she gave me and started walking towards the door.
As I was about to step out of the shop, the manager quickly came up close to me (which actually gave me a shocked as I wasn’t expecting) and asked if he could show me something for my eyebag. Said that I didn’t have to buy anything. He just wanted to show me. I thought interesting, he was observant and really wanted to make this a close deal. He had been observing and gathered that products for the eye areas might be something of interest to me. He said again, “You don’t have to buy anything” and started walking into the shop, inviting me to follow. Once again, I followed and felt like the fish again. This time, it was to the deepest part of the shop. Oh no, the ‘electric chair’ was waiting, I thought.
He got me to sit down, asked when was the last time I went for facial, what product was I using for my face etc. I told him I used lotion for the face, he was shocked: “Lotion?? Lotion is for body!” And started scooping some eye cream ready to apply over my right eye area. I told him I couldn’t stay long (which was true). He didn’t seem to hear it! He came closer and started to apply, asked me to look up while applying. Told me about their products, emphasized it’s mineral extracted from the Dead Sea. And claimed that it was the secret to the beauty of Cleopatra. And the products were organic and free from harmful ingredients like paraben etc. I had no clue who Cleopatra was and he explained that she was the ancient Egypt queen. He then asked me some questions regarding skin, mentioned because the skin of the eye area is only 2 layers as compare to other part of the face, asked if I knew why we had dark circles etc. Then he went over to the other counter and gotten a pack of gold eye mask, opened up and put one under my right eye. We chatted a bit. Then he scooped some gel and started applying on my left cheek. Oh dear I thought, it was not enough that my eye was under his control , now my face was also in his hand…
The gel that he was applying was the same Gold Peel that the saleslady applied for me earlier. He started rubbing the peel off my face and chatted briefly. He said the peel couldn’t remove pigmentation but can help delay the melanin production. Asian has more melanin. (He was educating me.) He then showed me a mirror telling me the pores were now tighter than the other side of the face. He also mentioned that the effect was like having botox. As he removed my eye mask and applied some eye serum over the eye, the balance he applied over his own eye. He told me he had just finished his facial this morning. That explained why he was washing his face earlier. I thought the sight was amusing and at the same time, I found him natural. I thought he didn’t want to waste the product. All this while, I took out my phone to look at the time few times and reminded him that I couldn’t stay long. Again, he pretended not to hear.
I asked about the price for the Peel during the demo, he said “170″. Towards the end of the demo, I asked him how much was the eye cream, he said “290″. He said he would do something very special for me, and he started walking to the cashier counter. He signalled me to follow, which was right next to the ‘electric chair’. Again, what a strategic position I thought. He took the Gold Peel, the Eye Cream, started keying various codes into the system, showed me the amount, said this and that etc (seriously, I didn’t really listen exactly what he said. All I knew was that he was trying to make a combination and offer that was attractive enough for me to buy into.) He said he could do the discount and the saleslady couldn’t because he was the manager. I said: “I know”. He said again something along the same line to establish his authority and again I told him: “I know”. He knew who he was talking to now!
I remember he came up with a combination of Gold Peel (170), Eye Serum (330), Body Scrub (90), threw in 4 packets of eye mask worth (80) for a total of around 370+. Hmm… I told him it was out. I was only prepared to part with 200. The interesting thing he said was this: ” Only 200? You don’t have 500?” Funny enough I wasn’t offended for what he said. I just told him “No” and saw him finding ways to lower the bill amount. Then he came up with next combination which consisted of Peel, Eye Cream, Body Scrub, eye mask and the total was 280 + 7% GST (Goods & Services Tax) which came up to 299.6. I told him it was still out. And I asked for the Eye Serum instead (it was more expensive than the Cream), he thought I was making him difficult but I rationale with him that the cream was for eye bag and puffiness but my concern also included the oil seeds on my upper eyelids and the Serum was what I needed as compare to the cream. He thought it through and asked me for a hug. Throughout the negotiation process, he had given me 2-3 hugs. It probably made him feel more comfortable or he simply wanted me to feel warm or so. It was just natural of him. He asked me to recommend friends to the shop for the good price that he was giving me.
Eventually, he came up with a combination of Gold Peel, Eye Serum, a different tub of Body Salt which was of lower value compare to the Scrub (I supposed it was to offset the difference from the discount given), threw in the 4 packets of eye mask for a total of the same amount 280 + 7%gst, total 299.6. On top of that, he threw in another Free Facial treatment (which was given only for purchases above 500, or so he said) at their facial centre, intended to make me feel privilege. He gotten me to key in my email address into the system to become a member and by doing so, I could enjoy the present price should it be increased in the future.
The amount still exceeded my stated budget of 200 but I decided to go ahead. I asked him for further discount and he said it would put him in difficult position. He mentioned something about his Manager Card but only if it’s for higher amount. I made payment. He asked what did I do for a living. I told him: “Homemaker”. His reaction was: “Nnooo!” Well, I took that as a compliment. I did asked him earlier on why he came into this line. He said he was passionate about it and he loved making ladies more beautiful! In fact, twice I told him “You are good!” By which I meant he was good at what he did but he didn’t acknowledge… and that made me wonder why?
Before I left, he went over to the soap bar counter (next to the exit / entrance) and offered to give me a bar of soap which was worth $18. He let me smell and chose my preferred fragrance, cut and wrapped it up for me. Before I left, we shook hands and said goodday.
**************************************************************************
What I learnt from this shopping experience:
- First and foremost, the key to this sales process started with me because I took interest in the product. Remember I took the sample, strike up a conversation and seemed interested. So the saleslady seized the opportunity to bring me closer to the shop.
- As I allowed her to apply the scrub on my palm, it gave her the opportunity to lead me into the shop. Having customer walked into the shop voluntarily is a sales worth pursuing and the chance of closing is high.
- As I had no choice but to wash it off at the basin in the shop, it gave her the opportunity to introduce me more products and potentially closing a sales.
- Trying the products allowing me to experience it firsthand and be convinced because they give instant results.
- It takes experience to know what to look out for. In the case of the manager, he had been with the company for 3 years. 2 more years prior to that in Philippines. (I gotten this info during our brief conversation) So he has more experience as compare to the saleslady, whom I believe was quite new. He observed, identified the potential Hot Buttons and pushed them when deemed fit.
- It takes commitment to close a deal. The manager, I believe was responsible for the sales of the outlet and was eager to close me. He probably had few ideas and plans in mind on how to work on me and hence his action taken. Towards the end of demo, he probably also had few figures in mind ranging from the highest possible closing amount with the products I tried to the lowest ‘tolerant’ he would go. That’s why the amount stayed at 299.6 with various combinations.
- It always made me wonder if he would pass on his knowledge and experience from the success of this transaction to the saleslady so she can improve on her sales skill, which will in turn benefit the company. Something that she didn’t but he succeeded. So it’s good to learn.
- Part of the reasons why the saleslady didn’t convince me was because she had some blemishes on her face. So naturally, I was sceptical. Also, she was not persuasive enough. So no deal.
1. Customer Service
- Making me standing at the walkway with green stuff on my palm not knowing what to do was not a pleasant experience. It should have been a smooth transition where step by step guidance are being given to potential customer on what needs to be done. Assume all customers are ignorant!
- It would have been great if the saleslady offered to help me with the shopping bag. It might have been a subtle gesture but it sure makes a difference.
- I would have preferred the manager to respond or at least acknowledge when I mentioned ‘I can’t stay long’ or ‘You are good’.
- It might be more convincing had the saleslady mentioned her own skin condition and how it got better after using the company products.
- Maybe some sharing of her personal experience with the various products, especially the ones that she was introducing to me would be helpful too.
- Pricing strategy – When I finally got the chance to look at the details on my bill, I was quite surprised. It said Gold Peel 170(-170), Eye Serum 330(-50), Salt 70(-70). And the Eye Serum was the only item with product code. Which means, technically I was paying just for the Serum with a discount and received the rest of items FOC. Which also meant to me the Peel and Salt were just compliments and not actually sales items, which I didn’t think was true. What I thought would be a better perception would be to price the products lower, have all items coded and give say 5-10% discount off the bill. Let say for the same scenario as above, now the new price for Peel is 110, Serum 180, Salt 40. By giving a 5% and with all freebies remain, the final bill may come up to 313.5 +7% gst. Should the customer decide to drop the Salt, then the final bill may come up to 275.5 +7% gst, ie. 294.8. This pricing, to me makes more sense and I can see the value of each product. By all means, with the ‘Manager Card’, give a further 5% discount to ‘this special customer’ and invite to join membership to enjoy future privileges.
- The company can also come up with more samples or small tub (Not For Sale) to be given only with purchases instead of giving away actual products. Customers usually will return if they like the products. Especially when they are good and able to give instant results.
- Oh yes, I did mention to the manager that the company should cut down cost on the fancy packaging and pass on the savings to customers! He didn’t reply to my satisfaction. So able to respond convincingly to such remark would be a bonus.
