Ladies and Gents, we are in the business of Beauty. Yes…the business, and as in every business, sales and selling are what keeps the business alive,competitive and profitable. “Oh…I’m not a sales person.”. “I am a hairstylist…not a sales person.”. Two of the most common phrases I hear from hair stylists and Salon owners. Today’s tale is to put this myth to rest. Yeah, I said myth. … convincing a woman to give you 3 hours out of her hectic schedule and pay you $175.00 for hair color – if that isn’t selling than I don’t know what is.
I manage an independently owned retail shop/salon, and I can tell you, in all honesty, that our retail sales make up for over 70% of the salon’s revenue. Yep…you read that correctly, 70%. Many of my customers are the clients of other Salons. Salons that don’t retail any product, or sell the products that they have on their shelves. I am on the front lines, so to speak, and am here to tell you that your clients and customers want their hair to look the same between appointments and are willing to spend that little extra if it means that their hair will look good and feel good. Your clients and customers need to be taught about their products, how much to use and how often. There is a need that is not being met…well, I am meeting it. You can too. You can. Think about it, you have your client in your chair for at least 45 minutes. That is 45 minutes that you can discuss the shampoo, the conditioner, the conditioning treatment, the styling products, the hair dryer and the flat iron you are using on them that day. You can have them smell the products, feel how the dryer’s handle fits their hand, and show them how to adjust the temperature on the flat iron. 45 minutes. There are moments that I have 6 retail customers at once and I have 5 minutes to explain products and how to use them. If I can sell $75.00 worth of product in 5 minutes, imagine what you can potentially sell in 45 minutes.
All professional hair care lines offer product knowledge classes. All professional hair care lines have their own websites that offer a break down of each product, their features and benefits to each hair type. Every bottle offers a description of what the product is used for, and how to use it. It is time to educate yourself and your Salon staff. It really is that simple. At least 3 -5 times a week I am on my lap top or my phone, with my customer right beside me, looking up a product, or showing them a tutorial on You tube. The information is out there. It’s time to find it and use it. Being me, I have compiled a little list for you, a retail aid if you will.
– First and foremost – stop fearing the sale. When you are telling your client about the product you are using in their hair, you are having a conversation. …if you are able to tell them about your nightmare of a date last week, you can tell them about the hairspray you are using.
– remind your client that their new hair color is an investment in themselves, and that is it a worthy investment, that using Salon professional shampoo and conditioner, like the one you use on them each visit, will prolong the vibrancy of their color and nourish their hair to keep it looking like they just left the Salon.
– while using your flat iron, explain to your client the difference between the quality of professional hair care tools and department store brands. In my experience, once my customer understands the difference, the question of what to buy and where to buy it is answered. The value of Salon professional products has been explained. Not sure where to begin? Check out my Salon Tale;
– when your client tells you they love their hair, tell them that if they use the products you used that day that they can love their hair everyday. Offer them 5 more minutes of your time to show them how to use the product.
– offer a complimentary consultation on how to use products. Many times, in my experience, my customers have the proper products at home, they are usually using too much or too little, or the application of the product can be improved. Many of my new customers purchase their products from me because I offered this service to them.
– ask your clients/customers if they are happy with their hair. Their answer will give you all the information you need. You will find out that their hair goes limp by noon, or their frizz is getting out of control. Let them know that you have products that can help them, and offer to show them how to use them.
– explain the value of Salon professional hair care products. I personally go around to check on prices at the drug store and department store. Many of the products are $1 – $3 less than Salon professional products. I explain this to my customers and remind my customers that Salon professional products are higher quality and more concentrated = less product used and more money saved. …and their hair will look and feel terrific.
It’s time to make retail a priority in your Salon, plain and simple. Retail in the Salon is a win/win. Your clients hair care needs are being taken care of, their personal investment in themselves is being nurtured and protected and your Salon has added revenue. Take the time to talk with your clients, educate your clients and not only will you have made a sale, you will have created a customer.