I attended an in-store seminar on makeup application and skin care at a store near me. It was put on by the lead beauty stylist in the store. I totally loved it.
Makeup and skin care is not my strongest beauty subject. By the end of the presentation I was pumped! With a little encouragement I’d have pulled out my credit card and stocked up on the items she talked about.
But I didn’t. And here’s why.
The ending fizzled
At the end of the informative presentation, the beauty stylist thanked us for coming and that was it. She didn’t offer any next steps like:
Meet me at the Bobbi Brown counter and I’ll help you choose some new lipstick colors.
I have a couple of assistants who are eager to help you explore what we just talked about. They’re Julia and Megan. See them waving in the back?
If you’re in a hurry today, here’s my card. I’d love to encourage you to make an appointment with me so we can go over your skin care needs.
It kind of felt like a great first date but it ended with no indication there would be another one. Did she want to see me again? I couldn’t tell. Maybe she was just not that into me.
What image consultants can learn from this
I thought about the image consultants I’ve coached who have called because their upcoming presentation seemed daunting.
Did they need a dynamic opening? Yes. Did they need to flow from point to point without overwhelming their audience? Absolutely. We often cut out about two-thirds of their talk so that flow can be accomplished.
Did they need a great ending? YOU BET! And that ending needed to include the EXACT next step the audience member could take to get more information or make an appointment with the consultant.
The ending needed to be more than “Thanks for coming.” This is no time to be coy. We can’t assume they know how to approach us for next steps. We have to be clear.
This is the opportunity for an up-to-now perfect stranger to select you to work with them. Tell them how to do that. It could sound like this:
I’d love to help you select the items you wrote down on your wish list. I have my calendar with me. We can make that appointment today.
If you have to dash, here’s my contact information. I can’t wait to hear from you so we can start solving your fashion problems.
I’d love to stay in touch. I send out an information-packed newsletter every month. I’d love to add you to my mailing list so you can receive it. Will you fill out this form for me so I can add you to the list?
I’m offering a Get-to-Know-You 30-minute FREE consultation. Just add your name and phone number to this list and I’ll call you tomorrow to set up a time to get together.
Practice this invitation to “see” each other over and over again. It’s not pushy. It’s gracious. You want your audience to know that you’re really into them and excited about your next appointment date.
If you’d like some coaching, I’m here to help!