Beauty, Business, communication, Hair Care, That girl in the red coat

Holidaze

I know the calendar reads September. For yours truly, it’s read December since about May. My final Christmas orders have been placed, shipping dates have been strategically chosen, requests have been approved to have invoicing split into separate months for larger orders. Plans are being made on how products will be displayed and what shelves will be moved where. The shop’s holiday draws are being planned and packaged. Advertising idea’s are in the works. Parties are being planned.

Today’s tale is for Salon owners, Managers and Stylists. The holiday season is upon us and we are entering crunch time for ensuring that the next few months are as profitable as possible. When planned and executed properly, the potential profits from retail during the October – December months can reach the thousands, even the tens of thousands. Yes, you read that correctly, and yes, it is possible. I know it is possible because I have done it. Think of what that could do for your staff, yourself and your business. I’ll give you a minute to visualize.

Before the panic sets in once you realize it’s October in a few days, take a breath, and another. You still have time to make this your Salon’s best holiday retail season ever. (until next year). For many Salon owners, Managers and Stylists that aren’t used to retailing products, it can seem overwhelming and you may feel like you are in a daze and have no idea how to begin your adventures in Holiday/Christmas retail. Being me, I have compiled a little list for you, a “how to holiday” for your Salon if you will. You’re welcome.

  • Call your Sales Rep’s. They all have copies of their distributor’s Christmas/Holiday flyers containing all the deals available
  • Request an email of all sales and deals available – in case a deal in no longer available or a change needs to be added, it can be done A.S.A.P. from wherever you may be, at any time. As the holiday season approaches, and product availability starts to dwindle – it is first come, first serve.
  • Speak to your Sales Rep. about splitting up larger orders into two shipments, one for October and one November. With two shipments comes two invoices = larger orders aren’t such a hit to your pocket book. *If retailing is done properly, once November’s order arrives, you have sold out of October’s shipment which will now pay for November’s.
  • All distributor’s offer net 30 days for payment. Many will change payment terms to net 60 days – another way to give yourself some breathing room and give you the ability to bring in more product.
  • Ask for samples of products that you can add to all your customer’s and client’s bags. A foil sample of a shampoo or a conditioner goes a long way.
  • Request retail bags with every order. Distributor’s will add them to your order at little or no cost to you. It’s a win/win – your clients and customers get a pretty bag for their purchase and the distributor and your Sales Rep. get free advertising for their products.
  • Offer free gift wrapping with every retail purchase. With the free bags you’ve received from the distributor’s and your Sales Rep., all it will cost is a few dollars of tissue paper and ribbon from the dollar store.
  • Check your reward points! Matrix, Joico and Goldwell/KMS, to name a few, have an excellent rewards program. You can redeem your reward points for free products that you can in turn use as daily/weekly holiday draws. Psstt…you can redeem points for FAB! full size products, curling irons, purses, jewelry and electronics.
  • Get your Salon on Facebook. Keep your page professional – only post new product arrivals, new sales or Salon specials. Post pictures of before and after pictures of your client’s new colour’s and cuts (with their permission). Start a Facebook contest – once a certain amount of likes have been reached, a gift card/gift certificate will be awarded to a lucky Facebook page “liker”. In my personal experience, our shop’s Facebook page has brought in new retail customers and new clients for the salon. Our Facebook page has also introduced me to new community organizations that we have donated to and local businesses that I now cross promote with. Pssst….a Facebook page = free advertising!
  • To keep your shelves looking full, separate some of your holiday packs to use as open stock. Sell them for $1.00 – $1.50 less than suggested retail – your clients/customers get a deal and you make a profit, again, its a win/win. *Many holiday packs come with a complimentary product – do not sell the complimentary product, put it aside to give as a free gift with large purchases, or to brighten someone’s day.
  • Many hand cream’s come with a complimentary tester. Keep the tester at the front counter, right by the register, or while your client’s color is processing -ask her if she likes the scent, then offer for her to try some. 8 out of 10 times, she will be purchasing some on her way out. Again, I know because I see it happen everyday. Yes. Everyday.
Retail is vital for the success of a  Salon. Not only does it add revenue to your Salon, it adds integrity to your Salon’s reputation and adds to every client and customer experience. It adds integrity to your Salon’s reputation because it shows you stand behind and are confident in the products your Salon uses. Selling the product you use on your client ensures that their new color will stay vibrant and that your client can achieve their style on their own. 9 out of 10 times, taking the time to teach your client about the products being used and how to apply them will guarantee the sale. Once you see the rewards to your Salon, your clientele and your customers of adding retail to your Salon during the Holiday/Christmas season, I can guarantee that retail will become a year ’round event.

 

 

 

 

 

Beauty, Business, Hair Care, health and wellness, That girl in the red coat

…it’s beginning to look a lot like Christmas

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.