Wed | Jun 16, 2021

Forget the competition

Published:Monday | April 16, 2012 | 12:00 AM
These participants at the L'Oréal Paris and Garnier training seminar seem eager to sample some of the products.
Aruba-based L'Oréal Paris trainer Lizayra Tromp-Polak (centre), shows off some of the L'Oréal Paris and Garnier products which were on display at a recent one-day training seminar organised by Pioneer Manufacturing Distribution Company Limited (PMD) and conducted by Tromp-Polak in Kingston. Looking on (from left) Dennis Brown, director of PMD; Paulette Mitchell, L'Oréal ambassador; Neville Dacres (background), sales manager, PMD; Kaci Fennell, L'Oréal ambassador (second right), and Joan McDonald, L'Oréal ambassador. - Contributed photos
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Aruba-based L'OrEal Paris trainer Lizayra Tromp-Polak has advised Jamaican customer-service representatives for both the L'Oréal Paris skin, hair and cosmetics lines, as well as the Garnier skin and hair products not to refer to the 'competition' in any of their sales and marketing approaches to prospective clients, as such a sales pitch tends to detract from their brands.

"In most instances, the potential client will remember what you had to say about the competition and less about your products, which is not to your advantage," she told L'Oréal Paris and Garnier customer-service representatives of leading pharmacies in Kingston and sales staff of Pioneer Manufacturing Distribution Company Limited, who attended a two-part, one-day training seminar conducted by Tromp-Polak last month. The sessions were held in the Youth Room at the Andrew's Memorial Seventh-day Adventist Church, Hope Road, Kingston, which was organised by Pioneer Manufacturing Distribution Company, the local distributor for both the L'Oréal Paris and Garnier brands.

Scientifically developed

During the 'get to know the brands' session, Tromp-Polak noted that the L'Oréal skin, hair and cosmetic lines were scientifically developed, while the Garnier skin and hair products featured all-natural ingredients with the latter brand popularly referred to by L'Oréal as the 'green line'. Garnier is also a brand of the L'Oréal Group of Companies.

In fact the L'Oréal trainer pointed out that both brands had products for similar age groups, which allowed for easy cross-marketing.

Different buyer minds

She advised the members of the sales teams to be aware of the fact that each buyer had both a conscious and unconscious mind. According to Tromp-Polak, the unconscious mind was more attuned to imagination and fantasy, while the conscious mind was more analytical and price-aware.

"So my advice to you is to appeal to the unconscious minds of shoppers, where you can help to create a feeling of happiness, fantasy and imagination with products that represent nature and are outstanding. Once you do that, you will grow your sales," she noted.


CAPTION: Aruba-based L'Oréal Paris trainer Lizayra Tromp-Polak (centre), shows off some of the L'Oréal Paris and Garnier products which were on display at a recent one-day training seminar organised by Pioneer Manufacturing Distribution Company Limited (PMD) and conducted by Tromp-Polak in Kingston. Looking on (from left) Dennis Brown, director of PMD; Paulette Mitchell, L'Oréal ambassador; Neville Dacres (background), sales manager, PMD; Kaci Fennell, L'Oréal ambassador (second right), and Joan McDonald, L'Oréal ambassador. - Contributed photos