Anyone familiar with a Mary Kay cosmetics party knows the drill: a group of women get together to snack on carefully arranged cheeses while a fresh-faced MK rep introduces them to an endless collection of wrinkle smoothers, hand creams, pore minimizers and perfume.

To be sure, this party isn’t just a party. Rather, it’s a deftly executed sales pitch aimed at getting women to walk away with as many beauty products as they can carry home. And it works. Mary Kay Inc. employs 32,000 sales agents in Canada alone, raking in more than $2.2 billion in worldwide sales since its launch in 1963.

Just don’t call an MK rep a “salesperson.”

“What we do is show women how to feel good about themselves,” says Meiji Tran, an MK rep based in Toronto. Preferring the title “independent beauty consultant,” Tran seems to know that her success is as dependent on guiding the sales process as it is on the product itself.

Turns out, financial advisors have more in common with MK reps than they might think. Both share an advice-based relationship with their clients; they both strive to become the primary provider of their goods and services; and, not least, their businesses depend on closing a sale.

Advisors and MK reps might even benefit from the same sales techniques. “There’s really not a world of difference between selling a tangible product such as a lipstick vs an intangible product such as a financial product,” says Sam Albanese, chairman of the financial services practitioner program at Seneca College in Toronto.

In fact, as an advisor, you might learn a thing or two from your MK counterparts. A recent visit to an MK party revealed the following tips:

> First, Listen. MK consultants waste no time in getting to know their potential clients. After a quick introduction, they pass around fact-finding forms to learn about their beauty routines, and fire off questions until they understand. Next, they adjust their presentation accordingly. In other words, no one has to endure a 10-minute spiel about eyeshadow when all they want is a lipstick.

Most people launch their sales process backward, says Kelley Robertson, author of The Secrets of Power Selling (Wiley) and president of sales consulting firm The Robertson Training Group in Burlington, Ont. “What I often see is people who lead off with an introduction about everything they do and everything they sell, and then ask questions last. Instead, they should be gathering information so they know how to address clients’ needs,” he says.

The biggest mistake you can make is failing to ask clear, open-ended questions. The more information you have, the better equipped you are to hit the hot buttons for a particular client, Robertson says.

> Show, Don’t Tell. Instead of rattling off reasons to pay better attention to skin care, MK consultants gleefully pump lotion onto their guests’ hands and tell them to rub it in, giving everyone time to “oooh” and “ahhh” over their newly silky skin. The gratification is immediate and tangible.

“What this does is not only demonstrate the product, but it also creates an emotional connection with the product,” says Robertson.

Granted, it’s not quite as easy for you to demonstrate a well-executed financial plan, but the same principal applies: show, don’t tell, the value. It may mean asking clients to visualize an ideal retirement, or the best- and worst-case scenario in the event of a death or critical illness. In some cases, a computer chart or graphic may demonstrate how an investment can grow.

“With financial products, you’re talking about something far more emotional than most tangible goods, so you need to appeal to the person’s heart as well as their mind,” says Albanese. ”This isn’t a devious manipulation, it isn’t underhanded. We’re providing a valuable service here.”

> Don’t Talk Price. In the two hours of showcasing product after product at an MK party, price does not enter the conversation.

It’s a smart move to avoid talking about cost until it’s absolutely necessary, says Robertson: “What you want to do is show the value in what you provide and demonstrate the benefits for the client before you start talking about price. The sooner price is brought into the conversation, the more of a focal point it becomes.”

@page_break@Adds Albanese: “If you haven’t sold the person on the benefits of a product and you bring up price right away, it’s not going to work.”

A good way to deflect pricing questions from overeager clients, Robertson advises, is simply to say: “It’s not appropriate to talk about price until I learn more about your situation.”

It’s the difference between going on the offensive and going on the defensive, he adds: “When you bring up price later, everything you say beforehand has justified the price. But if you bring it up early, you automatically have to defend the price from then on.”

> End On A High Note. Nobody leaves an MK party without feeling pampered. Your clients should feel the same way. “When people leave your office, they should feel taken care of,” says Albanese. “We’re in the business of providing peace of mind.”

Little gestures, such as taking their coats when they arrive and offering them coffee, go a long way in making a positive impression. Most important, end the appointment on time.

> Follow Up, But Know When To Back Off. In the days following an MK party, guests can expect between one and three phone calls or e-mails to thank them for attending and to encourage them to host a party themselves.

“Failure to follow up is where 80% of sales are lost,” Robertson explains. The most common mistake, he says, is feeling that a solid presentation is enough. “In real life, people get busy, time passes and priorities change, and so following up is absolutely essential.”

The key is to make contact without stalking, he adds. In his own business, he sends a thank-you card immediately after meeting with a potential client. A few days later, he places a phone call.

It helps to ask for permission to follow up during the first meeting. This helps to set an expectation — and then fulfil it. IE