Sales Management in the Hair and Beauty Sector

The retail strategies of the market for consumers of services and products of the beauty industry in different regions are largely dependent on the characteristics of each particular area. It is highly determined by the structure of consumer demand and behavior. The given hypothesis to a large extent determines the success of the behavior strategies of companies producing beauty products and services in various regions. The basis of the retail market of consumers of services and products of the beauty industry is professional cosmetics. It is not only a product that the end-user directly consumes but also a consumable with which he or she renders services in industrial enterprises. It is critical to analyze the methodological foundations of sales, negotiation, and communication strategies in the market of consumers of services and products of the beauty industry, based on the approaches used by manufacturers of beauty products.

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Sales, Negotiation, and Retail

Each period of economic development is characterized by the degree of influence of trade on the formation of relations between territories, bringing together the modern culture, science, and progressive ideas of different peoples. Therefore, it is important to properly classify the various sales techniques, such as challenging the current status quo, contrast storytelling, or adding charitable influence. For instance, customers are more likely to purchase the beauty product if they realize that they are helping the environment or using an organic product (Pathak and Nichter 11). This nature-driven attachment can be a strong selling point. In addition, commercial specialists can convince consumers by allowing people to be involved in helping global issues, such as poverty.

The rapid growth of the economy requires the high professionalism of specialists in the field of services included in the process of trade relations. Effective work has a beneficial effect on the development of trade relations of the country as a whole individual region (Hopkins 6). Of tremendous importance for the development of a network of services are enterprises in the trading sector. Gradually improving, the sphere of trade moves to a new qualitative level. The given segment of the economy is one of the largest both in terms of the number of employees and the volume of activity and contribution to the overall economic potential.

There are various negation skills required for beauty industry personnel to be effective at spotting retail opportunities. Historically, retail trade relations began to take shape with the development of transport links, when new territories with various resources, both natural and human-made, were universally involved in the trade. As a result, the rapid growth of production and new industries was accompanied by the advent of unique technologies and products. The most important negotiation skill is being able to quickly understand the motives and desires of another party (Oh and Polidan 45). It allows beauty specialists and managers to close deals in highly advantageous ways. The given approach leads to an increased amount of retail opportunities because mass sales cannot be targeted at a personal level. Thus, understanding one’s major problems and finding proper solutions are key skills needed for professionals in the beauty industry.

Products and Clients

At the same time, it is important to note that retail trade can be carried out in various forms. It can be manifested in the benefits of product knowledge, client care during the selling and communication processes. Selling goods with customer-oriented service at a retail outlet and the place of sale of assets, selling goods according to samples, and durable goods on credit are primary examples. For instance, if a manager is well informed on the product, he or she will be able to sell it solely by his or her competence (Oh and Polidan 33). In addition, beauty professionals have to be highly consumer-oriented to properly identify the underlying needs and issues (Pathak and Nichter 17). The given approach is primarily based on the concept of effective communication, which is determined by realizing the current trends and applying marketing skills (Smith and Puczko 298). At present, with the development of market relations, with the implementation of economic reforms, with the provision of legislative norms and rules, retail trade is one of the most progressive activities affecting all segments of the population.

It should be noted the importance of trade for employment when in times of crisis, it was the main source of jobs for workers who were left without work due to the decline in production. Another factor is the massive closure of several enterprises and organizations (SPA Management Courses). Retail trade has a significant impact on the development of production, as a result of a quick response to any changes in the economic and political situation in the country. Representing the closest branch of the economy to the final consumer, the retail sector acts as the main regulatory tool for the production process in terms of the volume and range of products. This allows managers to analyze the structure of consumer preferences and opportunities, as well as the dynamics of the living standards population. In particular, the price of goods characterizes the economic development and dynamics of inflationary processes in the country.

Because the basis of retail trade is a product, the function of trade relations is to realize the benefits. It should be noted that to increase competitiveness, retailers need to provide several additional related sales of goods and services related to bringing products to the final consumer. The functions of such services include marketing research, the study of consumer demand for products, consulting services to customers in the selection of products, the provision of additional services for the delivery (Oh and Polidan 37). However, the set of additional functions performed by the trade organization depends on its isolation, type, size, technical equipment, location, and other factors.

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The listed target and objective factors for the formation of a harmonious personal image should affect the integrated and integrated methods of educational programs in this service sector. Many researchers think that philosophy, ideology, and even politics can also be considered as retail fashion objects (Pathak and Nichter 9). A professionally trained consultant should receive knowledge of the modular system of the general professional cycle with a certain specific integration of disciplines.

Market Dynamics

The general idea of retail in the beauty sector is manifested in concepts of the target market, consumer behavior, and competitor analysis. Every commercial organization, including beauty firms, must conduct a market segmentation process, where they will be able to determine the target market. It allows them to focus on a specific group of people, who are more likely to be interested in the given product or service (Nickson et al. 704). The target market is identified by fully understanding consumer behavior, which guides the trends of purchases. These concepts allow beauty companies to be more efficient in investing the resources required, which is significant to outperform the competition.

Competitor analysis plays an essential role in determining the target market because a company can outline its strengths and use them to its advantage. However, experts believe that if the crisis drags on or enters a new phase, and many clients will have a question about what is more important, family or beauty, then their number will significantly decrease (Pathak and Nichter 14). Especially, according to experts, during this crisis, the middle class will suffer considerably, which will switch to low-paid categories of the population (Smith and Puczko 315). In addition, according to some leaders, not all saloon business enterprises have fully reached the wave of crisis.

Planning Approaches

The problem of creating a loyal consumer today is in the focus of attention of marketers of enterprises of any field of activity. The management of commercial companies is aware that in the long term, the approach aimed at obtaining a single maximum possible profit does not justify itself (Oh and Polidan 39). It is mostly based on the idea of sales targets, which is a predetermined plan for a specific period. It is mainly used as an objective goal for which a retail beauty company strives for. The given procedure is done by various forecasting methods, which allow to outline the current trends and estimated purchases accurately. Much more significant is investing in improving the quality of goods and the level of customer service, maintaining customer satisfaction (Nickson et al. 706). This customer-oriented approach allows managers to increase the number of potential customers, moving into real ones due to high-quality procedures and services.

Thus, in the market, first of all, economic relations are presented between producers and consumers in the process of moving the results of labor obtained not for their consumption, but for satisfying social needs. It is due to the purchase and sale that separate producers and consumers come into contact with each other. Thus, exchange relations in the form of a set of acts of exchange between two entities represent market relations.

All these approaches are conducted by applying effective revenue-increasing methods, such as intensive marketing and cutting unnecessary expenses. The market connects people, forcing them to enter into certain relationships with each other (Nickson et al. 702). With the development of the social division of labor, commodity production, and circulation, there is a separation of trade in an independent industry, the purchase and sale of goods are carried out through the mediation of third parties. Legislative measures are also primary influencing factors affecting a beauty company. Depending on the region, various jurisdiction acts to promote or hinder sales because they can either allow or prohibit certain products or ingredients (Nickson et al. 698). One of the signs based on which retail trade stands out as an independent beauty industry is the isolation of commodity circulation in an autonomous sphere of activity.


In conclusion, the most important reproductive significance of trade is also to satisfy the solvent demand of the population for goods more fully. When buying and selling products are distributed among buyers by their income and individual needs. The study of the state and prospects of customer demand, as well as the active impact on this demand through advertising, manufactured and new products, occupies a significant place in the activities of trading enterprises. Thus, the analysis of the essence of trade as a form of commodity circulation allows managers to determine its location in the system of the market economy. Since in conditions of commodity production, direct contact between production and personal consumption is carried out through commodity-money exchange and the market, trade is an intermediary in the process of reproduction.

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Works Cited

Hopkins, Kathryn. “The Beauty Economy”. Raconteur, vol. 338, no. 1, 2015, pp. 1-8.

Nickson, Dennis, et al. “Skill Requirements in Retail Work: The Case of High-End Fashion Retailing.” Work, Employment and Society, vol. 31, no. 4, 2017, pp. 692–708.

Oh, Hyunjoo, and Mary Polidan. “Retail Consulting Class: Experiential Learning Platform to Develop Future Retail Talents.” Journal of Marketing Education, vol. 40, no. 1, 2018, pp. 31–46.

Pathak, Gauri, and Mimi Nichter. “Cleanups, Confidence, and Cosmetics: Marketing Beauty in India.” Journal of Consumer Culture, 2018, pp. 2-18.

Smith, Melanie, and Laszlo Puczko. Health Hospitality Tourism. Thompson Press, 2018.

SPA Management Courses. Spa Education Academy, 2017, Web.

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