Selling to Men: DOs & DON'Ts

Today, men are more concerned than ever about their personal care and appearance. But they differ from women in their habits and needs. Above all, men want products that are no-fuss and don’t add time to their busy routines. This means you need a pragmatic approach to selling the exclusive new HYMM™ Collection. Here are some dos and don’ts.

Do be persuasive. Highlight how the new HYMM Collection meets the demands of modern men and use this as grounds to get them to try it. Check out the brand presentation for an overview of consumer needs and how the collection fulfils them. Do ask questions to break the ice. Questions naturally engage potential customers and create a relaxing atmosphere. What’s the difference between a deodorant with and without aluminium? Who’s tired of deodorant causing discoloured clothing? Now segue to the new HYMM Roll-on Deodorant: it features sage leaf extract to help control odours. The clear, quick-dry, aluminium-free formula lets skin breathe naturally, has a fresh scent and doesn’t discolour clothing.

Don’t be afraid to get personal. Ask men to share their current shaving regimen. Then explain how the new HYMM 5-Blade Razor can enhance the shaving experience: it glides better over the skin, comes with special hair trimmers, and comes with a push button for easy disposal and reloading.

Do sound like an expert. Establish trust by showing you know men’s needs and how your product can fulfil them. Say: ‘When it comes to a shaving agent, visibility is key. The b>HYMM Shave Gel's non-foaming formula softens your beard hair and conditions the skin – without blocking your view.’ Or: ‘The new Shave Balm formula is free of greasy ingredients, for quick absorption and non-greasy feeling. Aloe vera and vitamin E soothe and moisturise your skin.’

Don’t forget convenience. Modern men look for products that make everyday life easier. Like the HYMM 2-in-1 Hair & Body Shampoo. One product is all they need to lather up from head to toe. Bonus: Conditioning agents help their hair look great while the light signature scent leaves them smelling fresh and clean.