By Terry Johnson, President of the SEOS Committee and Director World Heritage Program
On one hand, natural essences, including natural perfumes and natural essential oils, have had positive effects on human health for thousands of years. Additionally, there have been hundreds of scientific studies confirming and reconfirming the many benefits from natural essences for a significant number of human wellness issues.
On the other hand, for decades synthetic perfumes have prompted serious concerns among many health professionals.
There are now “perfume-free zones” throughout the US and Canada where perfumes are prohibited in almost every doctor’s office, dentist’s office, business office, school, and hospital due to the widespread recognition that synthetic perfumes have contributed to a significant number of allergic reactions among the population.
Yet despite these facts, synthetic perfumes have maintained a 99% market share of the perfume business for years.
One reason for this disparity may be that many in Natural Perfumery and Aromatherapy haven’t yet picked up on the fact that health and wellness are high priorities affecting consumer purchasing decisions. We simply cannot be shy about engaging consumers and their communities about these wonderful natural perfumes and oils that are so important to their health!
Here are some tips to successfully sell the wellness benefits of natural essences:
1. Target sales to consumers who can purchase more
One important Sales Principle: “Not all customers are equal. Some are more equal than others.” This Principle refers to the fact that you can spend about the same amount of effort selling to a customer who can only purchase $100 in a year than one who can purchase $1,000 per year! This means identifying and targeting those consumers in your market community that have annual household incomes of $100,000 and up. These high-value consumers also have the advantage of being least affected by current economic conditions.
2. Become a wellness expert in your community
Natural Essences are an important part of the wellness industry, and because of this it is vital to first educate yourself properly by constantly learning from instructors with expertise, such as those found in the Teacher’s Academy. This education will give you the confidence to engage your community, seek out interviews in local news , conduct workshops, and find other methods to get your message out.
3. Protect your customers and yourself
The essences we sell are valuable but can be misused, making it necessary to teach customers safety and proper usage of natural essences at the points-of-consumption. Your website should also include statements on safety and legal disclaimers. Liability insurance is also a must.
Emphasizing wellness benefits give everyone in natural essences a great opportunity to sell their strengths and differentiate themselves from synthetic competition.
Terry Johnson is also teaching Business and Marketing at Natural Perfumery Teacher's Academy