Holiday Personal Shopping Apointments
Donna's Note: I want to personally thank my friend, Jil, for writing up exactly how she does these. She and I have both done these for many years and I can attest to the fact that this method is the most successful way for me personally to sell at the holiday season.
By Senior Cadillac Director Jil Johnson
Are you ready for a change to the traditional Holiday Open House? Then Personal Shopping Appointments (PSA) are just for you. I have been working with this style of Holiday appointment for nearly 10 years. The concept came about because of the frustration that I experienced in setting up for the traditional open house, sending out invitations, getting my displays ready, baking treats, then WAITING for the guests to arrive. I wanted more control over my time and more productivity!
A special PSA letter complete with possible appointment times is mailed out to my "preferred customers" along with a cash coupon for the client to redeem at her appointment. I set aside the desired appointment times that work with my business and family schedule. I reserve 1 hour per 3 women. Appointments are reserved throughout November and the first week of December, however you can customize to meet your own needs.
Once the letters are mailed I begin follow-up phone calls within about 48 hours. Phone script:
"Hi Suzy this is Jil Johnson, do you have a quick minute? Great! Listen I am calling to make certain you received my Personal Shopping Appointment (PSA) letter I mailed you this week? You did... Great! Grab your calendar and let's see which day can work best in your schedule to come out and redeem your coupon. (If this is a new client for my PSA's then I would say it this way.) "Hi Suzy this is Jil with Mary Kay do you have a quick minute? Great! I am calling to make certain that you received my PSA letter I mailed you this week. You did great! Let me tell you what this means. I reserve a special appointment just for you. You can come out to my home and see all that is new in Mary Kay, along with the beautiful baskets and gift arrangements that I have put together. If you are running low on any of your MK products, and your order is at least $40, you will receive an ADDITIONAL $15 in FREE products as my Christmas gift to you for being one of my favorite customers! Grab your calendar and let's find a date that will work for you."
After finding a date that works in either of these situations I will say: "Suzy your name is also going into my special grand prize drawing when you come and use your coupon with me. If your name is selected, you will receive 25% off ALL your MK purchases from January 1, 2004 to May 1, 2004...are you excited? I thought you would be! Listen, if you want to bring a friend along to your PSA, then I will be able to put your name in one time for each friend you bring for the grand prize drawing!"
The day prior to her appointment, I will call to confirm her just like I would a facial or a class.
"Suzy this is Jil with MK, do you have a minute? Great! I'm simply checking to make sure the time we selected for your PSA is still working for you. It is...great! Are you planning to bring a friend with you?" (If the time doesn't work, then we go back to the calendar and find an alternative appointment. If there just isn't anything that works, then I tell her since she is so special & I want to let her get her $15 in FREE product..."I will arrange a private appointment just for you. Let's see if we can find a time that works for both of us!"
Once the guests arrive, I take them on a "tour" of all the products out for display. Showing them gift ideas and doing suggestive selling as well as taking care of their regular product needs.
I went from having 8-12 guests at a regular open house to having in excess of 65 women coming to my house for their PSA. On average they spend $77 during their appointments. Crunching numbers over the years, I have discovered that I also average around an overall 12% discount with this process. I offer NO discounts on my products unless I have discontinued items that I want to move from my shelves. Otherwise, all products are full price. The guests get $15 in free products and they receive the advertised gift with purchase from my PCP.
May you take control of your Holiday selling time and allow yourself and your customers a relaxed atmosphere to shop!