Conversations that move

“The conversations that move our industry forward usually start with someone willing to say what everyone else is thinking”

When Did the Esthetician-Sales Rep Relationship Get So Complicated?

There has to be a better way for estheticians and the companies selling to them to work together.

I recently watched an esthetician travel to and talk about her experience at a recent trade show in Fort Lauderdale.

She went because she wanted to do what most of us go to these events to do: see what's new, touch products, smell them, ask questions, learn something, and hopefully find products or technology that could make sense for her clients and her business.

Instead, she described something very different.

Some booths didn't have much available to actually experience. At others, sales reps were aggressively trying to pull attendees in. Then, ironically, when she was genuinely intrested in something, she somtimes couldn't get the information or attention she was looking for.

The education wasn't necessarily solving the problem either. An hour can somehow be both an overwhelming information dump and still not give you enough usable information to take home.

As I listened to her, I kept thinking:

I completely understand!

But probably for a different reason than most. I'm a licensed esthetican, I own a treatment room business, AND I'm a corporate educator and sales representative for a professional device.

I've literally stood on both sides of the booth, and I think both sides of this industry are frustrated with each other.

From the esthetician's side...

Most estheticians aren't walking into a trade show thinking "who can sell me something today?"

We are thinking about clients.

Could this help my client?

Would this make sense for her pigmentation?

Is this worth adding to my backbar?

Will my clients actually pay for this treatment?

How long will it take me to make my money back?

What happens if I buy this device and need support six months from now?

And sometimes, Can I please just smell the cleanser without giving you my phone number?

For a solo esthetician or small spa owner, a $500 product order or a $6000 device isn't simply a sale.

It's our money. It's our treatment room. It's our reputation with our clients. And potentially, it's RENT.

So when the conversation immediately becomes about financing, show specials, deposits, or "What would it take to get you started today?" before anyone has bothered to understand our business, it can feel incredibly disconnected.

But here's where I'm going to defend the person standing on the other side of that conversation

The Rep probably isn't the enemy.

Sales representatives have numbers at a show. Companies have revenue goals. Both space costs money. Travel costs money. Inventory costs money. Educators cost money. Leads are tracked. Follow-ups are expected.

And depending on how that representative is compensated, selling may literally be how they pay their bills.

I know because I've been that person and have known reps who need the sale to survive.

I personally have had leads who stopped responding after genuinely good conversations.

I've followed up with people who asked me to follow up- and then felt like I was bothering them when I did.

I've also watched the pressure that can exist internally to keep calling, keep texting, keep following up and close the sales.

And I think that's where our industry has a problem.

We are selling professional products to professionals.

This isn't a mall kiosk. The person walking past a booth may have spend YEARS learning skin. She may have built a clientele from absolutely nothing. She may know exaclty what is missing from her treatment room, or she may be six months out of school and have absolutely no idea what she needs yet.

Those two estheticians shouldn't get the same sales conversation.

Before asking for the sale, ask about the business.

What kind of clients do you treat? What are you using already? What problem are you trying to solve? Are you looking for something right now, or are you just learning today?

That las question alone could probably save everyone a lot of frustration, because "I'm just looking" should not automatically mean "convince me harder."

Sometimes it really does mean:

I'M JUST LOOKING

But estheticians - we have some responsibility here, too!

We can't complain about aggressive sales behavior while refusing to communicate clearly.

If you've decided something isn't right for your business, you can say that. "Thank you for following up. I've decided not to move forward right now."

That's it.

You don't ow someone a purchase because they spent time educating you. But basic professional courtesy goes both ways.

If you asked someone for information or inquired online, requested a quote, scheduled a demo, or specifically told them to contact you, responding is not unreasonable.

And if you're not interested? SAY SO.

A good representative should respect that.

Maybe the goal shouldn't be closing. Maybe it shoud be matching.

I think this is where the biggest opportunity exists. The best industry reps I've encountered don't feel like salespeople.

They know their products. They understand the treatment room. They know when their product is appropriate - and they're willing to tell you when it isn't.

They understand a solo esthetician doing four clients a week has different needs than a multi-location med spa.

They can talk about more than features. They can talk about implementation WITHOUT just referring to a training guide.

Pricing, client demand, treatment timing, consumables, contraindications, return on investment, and what happens after the box arrives.

That's the relationship I think more estheticians actually (or should) want.

Not someone who disappears after the commission is paid. And not someone who texts every three days asking if we're "ready to move forward".

We want someone we can call six months later and say "Hey, I have a question."

And brand should want that too.

Because an esthetician who feels supported doesn't just make one purchase. She uses the product correctly. She understands why she is using it. She gets better outcomes. She talks about it. She reorders. She recommends it to other estheticians.

And eventually, she may become one of the strongest advocates that company has.

That's worth considerably more than forcing a sale at a trade show.

So maybe both sides need to change.

To the brands: Hire and listen to people who understand the treatment room. Give reps enough education to answer REAL questions. Stop measuring every interaction solely by how quickly it becomes revenue.

To the reps: Ask the hard questions. Listen before you recommend. And recognize when someone genuinely isn't ready.

To the estheticians: Ask the hard questions. Tell reps what you actually need. Be willing to say no instead of disappearing. And remember that the person following up with you may be trying to make a living, too.

There is room for sales in this industry. There has to be. Companies have to make money, reps have to make money, and estheticians have to make money.

But the relationship works a lot better when nobody forgets who is on the other side of the conversation.

Now I'm curious about your experience!

If you're an esthetician, what makes you actually WANT to work with a sales rep - and what makes you immediately stop responding?

And if you're a brand rep or educator, what do you wish estheticians understood about your side of the relationship?

I have a feeling both sides have a lot to say.