Selling to Men

May 25, 2015 - Posted by Mickey Tortorelli

Men's grooming has expanded from a simple selection of shaving products to an array of male-targeted skin care products as well as makeup products. With the appropriate marketing, the men's beauty industry has been growing at an explosive rate in the recent years, with the market valued at $33 billion globally. Although men are becoming more comfortable shopping for these items themselves, the stigma of emasculation is still attached to using beauty products. As a result, potential male customers may feel uncomfortable approaching an associate for assistance even if they are at the store.

Some of us may find it tricky to approach male customers, so here are some tips and tricks on how you can help the customer feel comfortable in the store an find what he is looking for:

  1. Build their trust
    It can be a daunting task for a man to approach a beauty counter, especially when he's not sure what to look for. Approach potential male customers with confidence in product knowledge and let them know that you're there to help them. Once you build trust with the customer, he will likely be more receptive to your recommendations, This also establishes loyalty and he will likely return to the store or counter to see you for future purchases.
  2. Take the time to pin-point their problem
    Most men see skincare as the solution to their problem and expect immediate results. Understanding what problem they are targeting will help you select the most effective products to recommend to them. Common concerns that men have are related to acne, wrinkles and dry skin.
  3. Don't overwhelm the customer
    For men who are just starting out with skin care, they may not be receptive to using more than three products. Don't overwhelm them with serums, night creams, and exfoliators just yet as this may discourage them from starting a routine at all! Keep it simple and introduce them to a cleanser, toner and moisturizer (and maybe an eye cream!) first.
  4. Let them hold and try the product
    Allowing the customer to handle the products will let them feel a sense of ownership. This is an excellent opportunity to also demonstrate the product on their hand, as any men's products are formulated to give a cooling, tingling or warming effect to emphasize on its immediate effects. If the male customer shows interest but is still apprehensive of the recommended products, give him a few samples to experiment with in the privacy of their own home!
  5. Use vocabulary that men can identify with
    Especially for first time customers, present your products in a way that reinforces their masculinity so that the customer is more comfortable with the idea of using the products. Back up the product's function with scientific explanations as men are curious of how things work. A lot of men view skincare regimens as a chore rather than a pleasurable experience, so it is important for you to explain how to use the products in the most straight forward, no-hassle manner to encourage them to adopt a regimen for themselves.

Of course, there are also men who are already comfortable with purchasing their skin care products and are more receptive to trying new things, so go ahead and recommend more advanced products that will enhance their routines! If you have more tips on selling to men, share your thoughts below.

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“Customers are very impressed with the level of knowledge i am able to impart on each of the CHANEL fragrances - I have been told that it had been helpful in making a selection.”
Beauty Advisor
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