As many of you now know, yours truly has spread her wings a little wider and has become an Independent Retail Consultant. Over the years in our beloved biz, I came to realize many Salons were missing out on the perks of retailing their products in their Salons. Not only does retail increase Salon revenue, it enhances your client’s experience and gives them the tools to have a good hair day everyday between their appointments. Retailing in the Salon helps your clients protect their investment, in themselves.
Over the years, and during some of my consultations, I have come across the same concern from every stylist I speak with. “I don’t want to seem pushy.”. With over 25 years of sales and customer service under my belt, let me tell you this…if you are coming from a place of honesty and integrity, you are not being pushy. If your client has just had her hair colored red and you tell her that you highly suggest a color shampoo and conditioner to purchase to use at home to protect her new loved color =not pushy. You are trying to keep her red as vibrant as it can be for as long as possible. Selling said client a clarifying shampoo that she does not need = pushy. A clarifying shampoo would ruin her red. Giving your clients the tools they need to protect their investment in themselves is all you are doing, plain and simple.
Another common question/statement is “I don’t see the value of it.”. I have one question in response to this one, would you skip adding developer to your color? Of course not, because without developer the color wouldn’t process properly and in turn, you would have an unhappy client sitting in your chair. The same goes for retailing product. Think about it. Your client is sitting in your chair touching their hair telling you “I love it!”. They leave your shop with a spring in their step, feeling as though they can take on the world. They wake the next day, begin to style their hair only to have it not work out or look as good as it did the day before, and begin to feel as though the world is caving in on them. They may not be in your chair, trust me, in this moment, you have an unhappy client. Everyone wants to have a good hair day, the ladies and the gents. Everyone. Selling your clients product to take home and taking a moment to teach them how to use them ensures your clients will not only be happy in your chair, they will be happy until they are back in your chair with their next appointment.
All Salons have packages, be it a wash, cut and style or cut included with each color service, we all have packages. So, why not add some retail to the package? You are using the products. Your clients smell the products. Your clients see the products on your station. Your clients asks “OOO! That smells great?! What is that?”. All the work has been done for you. All you have to do is answer their questions, have a conversation. That’s it. Plain and simple. In my experience, once the value of the product is explained, the cost is never an issue. The client wants that product. Take flat iron sprays – once I explain the value of a flat iron spray – it protects the hair from the contact heat of a flat iron, that it helps to protect the vibrancy of hair color and that it helps to combat frizz and fly aways, when they leave the Salon, they have a flat iron spray in their hand.
Retail is already part of the package. Your clients love their hair and want to continue the love affair. They need you to help them keep their relationship with their hair “all moonlight and roses”. Adding retail to the package will do just that.