One of the many problems in Mary Kay is finding tactics that actually work to sell more products. There are gimmicks that are used to book classes, to get people to try a product or two, or maybe even to sign up as a beauty consultant. But the results from these tactics are temporary. None of them builds loyal customers for the long-term.
When consultants ask for help, they get more of the same: feel-good lines, scripted speeches, the latest gimmick. Below is an example. Look at these “tips for booking” and tell me if even one of them actually works on a consistent basis. Ask if any of them is an action that is reasonably calculated to lead to an actual booking. The answer is no. These are measures that may help a consultant feel like she is actually doing something, but her chances of walking away from this with bookings are slim.
And I wonder how these tips work during pandemics when people are largely staying at home?
*Do not depend on one idea for bookings. Use many. Booking is truly the lifeline of
your business. Master your booking skills and you will sell.
**Now tell me, if you use all of these ideas, how could you ever be out of bookings?
Tips on Booking:
1. Look sharp.
2. Be enthusiastic.
3. Get the dollar signs out of your eyes.
4. When you knock on the door for an appointment; think bookings, bookings, and
bookings. It’s better to have a $100 class with 2 bookings than a $200 class with no
5. Think of your customer’s best interest, not yours.
6. Look and act busy.
7. Have date book full. Even if it’s with birthdays, poems, anniversaries, or recipes.
8. You select the date. Give them a choice of two times.
9. Book close in – never book over two weeks away.
10. Make your hostess fee special.
11. Have a booking list going at all times.
12. Remember to always overbook – we always have postponements.
13. Always send thank you notes to your hostess in advance.
14. Remember booking is sharing.
15. Remember you won’t book everyone you ask.
16. Having a booking goal per day. I recommend two per day or 10 a week to cover
17. Try each idea five times.
18. Remember booking is a numbers game.
19. Follow the three-foot rule. Anyone coming within three feet of you is a booking
*USE THIS ON ALL DIALOGUES. “Hi! _______________ (Her name), this is
_____________ (your name) with Mary Kay Cosmetics. The reason I am calling is
______________________(your booking dialogue).”
Then give them a choice for their booking time. “Which is best for you the first of the
week or the last? Morning or evening? Lunch hour or evening? I have Tuesday at 12
or Wednesday at 7? Which is better for you?
1. SECOND FACIALS FROM CLASS – I need to see you within 7 to 10 days to see if
your product is working properly on your skin.
2. FOR PEOPLE WHO WERE REFERRALS FROM SOMEONE ELSE – “You don’t know me but Sally Smith gave me your name and thought you would enjoy a complimentary
facial. Now, I know you are busy just as I am, and I do have a couple of openings
this week, what would be best for you…?” If she says, “Thank you for your call, but
I’m really not interested, I don’t wear a lot of makeup.” YOU SAY THIS: “I can
certainly understand that Janie. What we actually teach is skin care. It’s a very
simple process and the only way we can advertise is by giving complimentary facials
with no obligations on your part. Which would be best for you?” If she still objects
and says, “No, I really just don’t want to.” YOU SAY THIS: “Thank you for your
3. FOR THE PERSON YOU GAVE A SAMPLE TO – Ask her opinion and a couple
questions about comments from her husband or boyfriend and then say, “Janie,
you’ve just been so nice to do this for me. I’d really like to do something nice for
you, and I’d like to come over and give you a complimentary facial and get your
opinion of our skin care.
4. PORTFOLIO BOOKING – “My Company has asked me to put together a before and
after Glamour Portfolio you know like you see in Glamour and Good Housekeeping. I
would love to have you as model. I’m making appointments for the week of
__________. Which do you feel would be best for you–the beginning or the end of
the week? Tuesday or Wednesday? 7 or 7:30?” After the appointment is made. You
say, “Let me ask you something…do you have a friend or two that might help me
critique your look for the Portfolio.” She answers. Then say, “Great. I’ll even show
you all how to do the 5-second facelift. Tell them I’ll be showing you this. It is really
5. BOOTHS – You are one of the lucky winners or our door prize drawings from the
_______ booth. You have won a free glamour makeover like the one’s you see in
Glamour and Good Housekeeping.
6. TENTATIVE APPROACH – Use this when they give the objection that they are too
busy. SAY THIS: “Let’s set a tentative date with the understanding that if you can’t
hold the date you can call and we can reschedule the date.”
7. PEOPLE WHO HAVE BEEN NICE TO YOU – You have been so nice to me and I
would like to do something nice for you. I would like to give you a free makeover like
you see in Glamour and Good Housekeeping.