You read the title of today’s tale correctly. Yes, I know the calender states it is Sunday, August 1oth. No, I am not one of those people who begin their annual Christmas countdown on December 26th. As you know, I manage a Salon/Retail shop and although the sun is shining and others are making their trek to the beach and planning their strategy to avoid tan lines, your truly is sitting at the shop, planning her retail strategy for the holiday season. If you are a Salon owner or Salon manager, you should be as well. We all know, times flies when you are having fun. Before you know it, it will be November 1st. and your clients will be looking for gift idea’s and will be prepared to buy. Why not be sure they are buying from you.
When it comes to holiday retail, and retail in general, the following seem to be the most popular statements;
“That is a big investment.”.
“I can’t afford a big invoice all at once.”.
“I don’t like those products, so I know my clients won’t either.”.
“Why should I sell it if the other Salons in town sell it?”.
“Why would I spend the money to have something sit on my shelves?”.
For some, the above statements may hold some validity. In my experience, these statements and others are made out of fear and worry – two emotions that can prevent a Salon from the benefit of the additional revenue of retail and all around success. Before you allow the fear and all the what if’s to creep into your mind, take a breath. Another. Being me, I have compiled a little list, a how to for holiday retail if you will;
– Yes, purchasing for the holiday season is a big investment. A big investment with even bigger rewards. Your salon revenue will increase, which in turn will increase profits and ease the financial strain you may be feeling. Retail sales can cover expenses, can cover payroll, even cover rent and utilities.
– As for the ever present invoice – speak to your Rep., many distributor’s can ship your order in two separate shipments, with two separate invoices. This will ease the financial strain and also helps keep your shelves from looking cluttered with product. *By the time the second shipment arrives, you will have sold out of your first shipment = no frantic calls to your accountant.
– Only selling/stocking the product you like is a mistake, plain and simple. Thinking for your client/customer is the biggest sales mistake anyone can make. You may not agree that a firm hold hairspray is what your client needs …if your client wants a firm hold – that is what matters.
– It does not matter that other Salons in town may sell what you sell – your client is not at their Salon, they are at your Salon – that is why you need to retail product. If you do not sell to your client, trust me, another Salon will.
– As for the ever present “why would I spend the money to have something sit on my shelves?”. Your clients will be looking to purchase gifts for their loved ones, for their child’s teacher, for their co workers, even for their mailman. Your clients will buy their products from you…if you sell them the products. It really is that simple. Your client is already in your chair or they have driven over to your Salon. Your client likes you and trusts you and your opinion. Your client likes the way their hair feels and looks when they leave your Salon and wants to feel like that everyday, so help them to feel that way until they see you next. Sell them the product you use, and stock the products they like. Trust me, if you don’t do it, some other Salon will…it happens at least five times a week at our shop. I gain a new customer in the shop and many times, our Salon gains a new client.
Planning your retail strategy, not only for the holiday season, but for the whole year is the best gift you could give to your clients, your customers, your stylists and your Salon.