Issue link: http://cp.revolio.com/i/142672
responsible retailing them relief in between treatments, that's to the client's advantage. I think it shows the skill of the therapist not just to rely on massage techniques learned in school." twice before offering restaurant coupon books or boutique items. "I've had massage therapists ask me if they have to sell only products that are a direct extension of their Provide your clients the ease and convenience of obtaining products directly from you that they would have difficulty locating on their own. Indeed, chances are greatest that a product will be used properly if the massage therapist who recommends it can explain to clients exactly how to apply it, Solien-Wolfe says. 3. Sell exclusive products "Don't compete with Walmart," Solien-Wolfe warns. There's no point in selling products clients can obtain elsewhere for less. Rather, provide your clients the ease and convenience of obtaining products directly from you that they would have difficulty locating on their own. The exception: products that clients might want to use immediately. "We'll keep Epsom salts on hand to sell because after a massage, someone may want to go home immediately and take a bath and won't want to stop by the drugstore," Solien-Wolfe says. 4. Offer relevant items It's entirely appropriate to sell oils, analgesic creams, even massage tables and pillows, but think practice," Solien-Wolfe says. "Well, no, they don't have to, but that's what's going to be most natural." 5. Price your items appropriately "The products you purchase for resale are sold to you at professional, wholesale prices and are meant to be marked up for resale," Solien-Wolfe says. Adding a 100 percent markup is common practice for many items. "It really depends on what the product is," she says. "If I'm getting a product for $6, I can usually sell it for $12. But if I'm getting it for $10, I may not be as successful selling it for $20. And for really big items, like massage tables, you'd only want to go with a 20–40 percent markup. It all depends on what the market will bear." 6. Partner with your distributor Make sure you know up front what the distributing company's policies are on returns, product guarantees, and delivery timetables. But beyond that, see if the distributor can offer you any assistance in marketing and selling the product. "We try to make it very easy for massage therapists to retail our product and grow their business," says Bob Poirier, vice president of commercial operations for Performance Health, a distributor of Biofreeze, the popular topical analgesic. "We don't want healthcare professionals to have to be hard sellers. We'll provide them with free samples to give their clients, and we'll provide countertop displays, window displays, posters they can put up in their waiting room or massage room to educate clients. And other companies will probably offer something similar." 7. Attractively display your products Shoppers love to touch their options. "Look at a grocery store," Solien-Wolfe says. "The number one selling products are all at eye level. Remember that. There's no really wrong way of merchandising products, but if you're hoping to sell a lot, you'll have a much more difficult time if you keep everything behind the counter." Solien-Wolfe suggests stocking products three deep. Presentation of products is important whether you work in a fancy spa, which may have a dedicated boutique, or you work out of your home. Claudette Laroche does massage in her home in Hookset, New Hampshire. During working hours, her dining room table becomes her product display table. "I'm not pushy on the products," Laroche says. "And it's not like I