Beauty, Business, That girl in the red coat

Get on the floor

I know many small business owners. I know owners of corporations. Each time I speak to any of them, they all say the same thing “Business is slow. Profits are down. I don’t know why.”. I can tell you why. No one is on the floor selling the product. Plain and simple. I am well aware that the state of the economy, inflation, the weather, you name it can be seen as a cause for lack of revenue and profits to be down. In my experience all the mentioned factors go hand in hand with lack of selling. In the age of online shopping being the real only competitor, you need your people on the floor – it’s the one thing Amazon can’t deliver – a salesperson.

Last week, my hubby and I went out for dinner and decided to stop by a local dealership to see if my nephew was working that evening, just to say hello. As we waited for him, we started looking around. There were 4 people in my line of sight, they caught my eye, not one said “Hello”. Sure, maybe they knew I was waiting for someone, maybe they didn’t. I might have been waiting on a salesperson, I may have been there with the intent to buy, without speaking to me, they would never know. After we left, our curiosity was perked, my hubby was curious to see what other new cars and technologies were out there, I was curious to see what the customer service was like, so off we went. The first dealership felt like a ghost town, I was sure I saw a tumble weed blow by. We walked the lot, not a soul in sight. I could see salespeople looking out the window at us… but no one came out to greet us, shake our hand, even say “Hey!”. Off to another dealership. Sad to say, the exact same thing happened, only this time the salesperson looking out at us from inside the dealership was methodically drinking his coffee, looking like he forgot to do something. Psstt…that thing you forgot to do was your job. I know this sounds like a rant, it is not. I sold cars. When a customer is on the lot, you go out and introduce yourself. Every person coming onto your lot has the potential to spend up to $75000.00, they deserve, at the very least, some acknowledgment.

I used a car dealership as an example simply because it is one circumstance we all have in common, we have all had to buy a car, or helped someone to buy a car. There is no difference between purchasing a car or purchasing a can of hairspray. A person is about to part with their money and they want to be sure it is worth parting with. It may be that the customer needs help, has a question about the product they are looking at or they cannot reach the shelf the desired product is on and they need someone to get it down for them. Maybe you just renovated your shop and they no longer know where their favorite product is, or if you accept debit. People do not want to look stupid and most are worried that their inquiries or questions will seem dumb, so they will not start the conversation. A salesperson on the floor = more sales, plain and simple. Without salespeople on the floor to start said conversation, the majority of customers will leave and go somewhere else.

When most picture a sales person, they picture Herb Tarlek from WKRP in Cincinnati. It’s time to picture something else. A good salesperson does not need gimmicks. A well trained salesperson has product knowledge and fact to back up their claim of the product at hand. They are educated on the ins and outs of their products, they know to ask what the customer’s needs are, what their end game looks like, so they are able to give their customer the proper product, be it a flat iron or a home computer.

For those who don’t think a good salesperson or sales force on the floor makes a difference, I have proof it makes a difference. Personal proof. At least once a week, I am stopped at the grocery store, the library, hell even a public bathroom by a customer I helped in the past. “It’s you! You helped me buy those shoes! I went back to the shop you worked at but no one waited on me. What do you know about Merrells?”. …I sold them a pair of shoes 10 years ago. “Oh hello! Who should I talk to about buying a car? You were so helpful when you helped us buy our car.”. …I sold them a car 12 years ago. “Sara! I finally ran into you! Where do I find that Joico Revitaluxe you sold me? Every Salon I go to doesn’t know what I am talking about.”. …the Salon/retail shop I managed closed 6 years ago. Case and point, a poised, educated salesperson equals sales. If I am able to increased sales and profits for businesses that I don’t even work for, imagine how many more sales and customers they could have by simply making their salespeople get and stay on the floor.

No matter your industry, from owning a Hair Salon to a Dealership and everything in between, you need your people on the floor. Plain and simple.

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

A little retail therapy

When you hear the phrase “retail therapy” the most common picture that comes to mind is a woman or a group of women strolling down the street with many a bag in hand from their favorite shops and boutiques…or Wilma and Betty shouting “Charge it” as they run into the mall. Yes, retail therapy can brighten the darkest of days for us. It can also brighten the darkest of days in the Salon as well. Understanding the importance and the impact of retail sales in the Salon can seem overwhelming for many stylists, Salon Managers and Salon Owners…until now.

 

I have written many Salon Tales covering retail. Today, I am sharing some links for you to make it that much easier to see just how simple adding retail to your Salon’s revenue can be.

salon_mag_logo   A few articles by yours truly featured on http://www.salonmagazine.ca ;

http://salonmagazine.ca/en/news/1146-why-fear-holds-back-the-best-stylists.html

http://salonmagazine.ca/en/news/1282-3-salon-fails-sales-rep-sees-don-t-tell-you-about.html

http://salonmagazine.ca/en/business-retailing/2122-salon-holiday-retailing-tips.html

 

Piidea Buyers Guide ….and my most popular blog on retail to date, featured in the Piidea Buyer’s Guide;

https://thatgirlintheredcoat.com/2014/05/20/if-you-are-a-stylist-you-are-a-sales-person/

Retailing product in your Salon is a win/win. Your clients will be able to protect their investment in themselves, will be able to achieve their new style in between Salon visits, your client retention and your Salon revenue will increase. Plain and Simple.

 

 

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

You can look…but you can’t touch

This past weekend, yours truly attended the ABA’s in Toronto. It is “the hair show” to go to. It is the place to be to find out about the latest techniques in color placement and cuts, this year courtesy of non other than Guy Tang. It is also the place to be to find and purchase products…or so I thought. For those of you familiar with my Salon Tales and my private Salon Consultations, you are well aware that I am a firm believer in the importance of retailing products in the Salon. This past weekend, I had an unusual experience, a recollection that I cannot seem to shake, and quite honestly baffles me. Today’s tale is for the distributor’s, managers and sales reps.

 

At the ABA’s, every distributor and company has their own booth or booths, displaying their product lines, demonstrations of products, color placement and cuts are around every corner, and every booth has a cash register for the sole purpose of purchasing said products. One of my fellow attendee’s, who shall remain nameless, loves the Peter Coppola Infusion Anti Frizz Cream – a lovely lightweight, moisturizing cream that locks out frizz and keeps your hair smooth, sleek and shiny until your next shampoo. (…it is also a beautiful shade of pink and smells heavenly). So, I took her over to the display, picked up a bottle of it, noticed there was not a price displayed, so I took it over to the cash register and asked “Excuse me. We would like to purchase this product. Do you happen to have the price?” to which a Sales Rep. came up to the counter and asked me what I was doing. I let this gent know we wanted to buy the product and were wondering the cost. “Oh, that product is not for sale. It is display only.”.  “So, I can’t buy a bottle?” I asked. “No, it’s display only.”, he took the bottle and walked away. Yes, you read that correctly, I was at a trade show, that promotes products for Salons to use and purchase and I was not able to purchase said product. …also, not once did said Rep. offer me any information on the product, he just walked away. Poor soul, if he had asked, or tried to speak to me he would have realized that I manage a shop with over 25 retail lines and the women I was with had a lot of purchasing power and many, many Salon connections, all over the province. I started looking around at the other booths and seeing the same thing – all product lines were displayed, but not all the products displayed were available for purchase. This got me thinking… a lot.

In our industry, many times than not, Salon owners, managers and stylists are blamed for the lack of retail sales. While this may be true in some circumstances, I have a question – how do distributor’s expect Salons and Stylists to grasp the importance of retailing products when the distributor’s themselves aren’t retailing/selling the products? Yes, we were at a trade show, and yes, it was just one product. Take a moment and look at the bigger picture. One person purchases a product, loves it, tells her Salon about it, they bring it in and next thing you know, every client has tried it, had it in their hair and the potential of 5 – 10+ bottles a week are being bought from the distributor and purchased by clients at the Salon. Plain & simple. It also had me wondering, how many other people had the same experience as yours truly, and how many potential sales, present and future were lost, to never be recovered? This is not how retailing is supposed to work. Retailing starts with a conversation, that turns into an explanation of the product, which turns into the value of the product being understood, which ends with a purchase.  How do I know? This is how I have personally introduced new lines and new products to the owner of the shop, the Salon’s clients and the Salon  & shop’s customers. Everyday.

I didn’t like “look but don’t touch” when I was 5, I really don’t enjoy it now.

 

That Girl in the Red Coat

That Girl in the Red Coat

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

Yes…there is time for that.

Yesterday I was part of a focus group. My first one ever. Joico invited me to be a part of the discussion that was closed to licensed stylists, so being invited was quite a big deal, if I do say so myself. It was quite an honor for yours truly. …and yes, I will tell my tale of my adventures in Toronto, another time. Today’s tale is for all my fellow Beauty Biz beauties, stylists, managers, receptionists and owners.

Being a focus group, everyone was giving their opinions and thoughts about the products being discussed. What I found interesting was when we were asked about the client/customer perspective, many of those around the table couldn’t answer, or added their own personal opinion of the products. All the products were seen as a tool for a stylist to use and apply or a back bar product, not a potential retail product and in turn, profit for the Salon. The major complaint was that there were too many products and that no one has time for that, so why suggest it to the clients. …umm…have you met a woman? Trust me, if it means her hair will look as great as it does at the Salon, a woman will set her alarm 2 hours earlier and will make the time. Everyday. Think about it…how many steps is the average woman’s daily facial care regime? At least 3. Time will be made and saved for that matter when the explanations are made and the proper products are in place.

I have spoken to many stylists and Salon owners and I hear the following phrases far too often;

  • our client’s can’t afford it – first of all, how can you know this? Unless you are privy to their finances, this is one of the worst assumptions to be made, and quite honestly, it’s insulting. Plain and simple.
  • our client’s won’t pay that – in my experience, clients and customers will pay for a product once it’s value is explained to them. Take a moment or two to explain the value of using professional Salon products. Explain the differences between Salon professional products and what can be found at the local drug store. Explain that they have just invested in themselves, and using the proper products will protect that investment, and in turn, they can achieve their new found style at home, everyday. …and before you tell me it sounds like I am feeding you a line, I am not. You & I both know that to keep the vibrancy of hair color, the proper products MUST be used.
  • our client’s don’t have the time to learn about products and how to use them – Yes they do. Your client has just given you at least one hour of his/her time, they are sitting in your chair. Your client wants to look good and wants to like their hair everyday. Your client wants you to teach them. Your client wants you to explain what products to use and how to use them. How do I know? Your client tells me when they have come to see me, asking me what products they should be buying, after leaving your Salon. Let’s be honest here…I fear stylist’s say their client’s don’t have the time because the stylist doesn’t want to take the time.
  • our client’s don’t care what they use on their hair – There are no words to explain the utter idiocy of this statement. Yeah, I said it. First of all, yes they do care. Second of all, if you think they do not care what they use on their hair, as their stylist, you should be explaining to them why it matters what products they use on their hair. Your clients are your advertising. To paraphrase the great Vidal…if they don’t look good, you don’t look good.
Explain what products you are using and how to use them, make this a part of EVERY consultation and/or discussion when your client is in your chair. You must STOP thinking for your clients. Stop assuming anything about them, be it their at home hair care routine or their finances. Making assumptions not only affects your bottom line, it is also a tad insulting to your client. If you have time to keep up with the Kardashian’s, you’ve got time for this. …and so do your clients.

That Girl in the Red Coat

 

 

Beauty, communication, health and wellness, That girl in the red coat, Uncategorized, Women, writing

Christmas Presence

As I sit here, snow is falling, Christmas carols are playing on the radio, lights are twinkling on the tree and my loved ones are safe and snuggled under warm blankets watching a movie. I am relishing the peace for it is the middle of December, which for any of us in the service industry/retail sector, we know is the beginning of the craziest, busiest time of the year. I have been working the Holiday/Christmas season for over 20 years, and have seen it all, from mothers beginning to cry because the antlers that their child needed for the Christmas pageant broke and are now out of stock to husbands panicking that the KMS gift pack their wife wanted is no longer available and he can’t go home without it. I have seen grown women lose it over the fact the newest red holiday shade of polish is sold out and have had a grown man throw a flat iron at me because I wouldn’t return it for him because he didn’t have a receipt, or the box for that matter. One commonality I have always found – too many people are concerned about their Christmas presents instead of their Christmas presence.

Last year I wrote of the pressure women (and gents…mostly the ladies) put on themselves over the holidays (see link below)

https://thatgirlintheredcoat.com/2012/12/03/its-time-to-paint-your-own-picture/ .

I told a tale of letting go and easing up on yourself and your loved ones. This year, my tale will be one of presence. Too many of us are not present, in our own lives, in the lives of our loved ones, in our conversations, hell, even in our driving. We are getting so caught up in the idea of the perfect gift and the perfect dinner that we aren’t even able to keep up with who got who what gift and cannot even remember what that perfect dinner tasted like. Being me, I have compiled a little list, a how to for the holidays if you will.

– When you are out shopping with your child and they stop at the big tree in the mall exclaiming “WOW!!! It’s so pretty!” instead of yanking their little arm and scowling “yeah, yeah…lets go!” stand with them for a minute and agree with them. Take the few seconds, take a breath and make a memory.

– We all have those friends/family members that need a Santa picture. Here’s the deal, if your child doesn’t want to sit on Santa’s lap, don’t make them. Stand beside Santa holding your child, or forgo the picture all together. Your loved ones will survive a Christmas without a Santa photo. I know mine have. *Think about it…all year we scold “don’t talk to strangers” then force our kids to talk to  a stranger AND sit on his lap…no wonder there are so many tears.

– When you are shopping and a sales person asks if you need a hand, let us help you.  Let yourself be helped, it will ease the stress that you can’t find what you are looking for, and if by chance it is out of stock, we can let you know when the product is arriving and can call you when it arrives. …oh, for me, please do not say “already got two!” when we ask if you need a hand – trust me, we have heard it.

– Be kind to the cashier. She has been standing there for hours, has 5 more hours left of her shift and only gets a 30 minute break during an 8 hour shift, having to deal with people yelling at her for things she has no control over, like the debit being down, or a product being out of stock, or being yelled  at by a manager because she said “Merry Christmas” instead of “Happy Holidays”. – the latter happened to yours truly…I kept saying Merry Christmas.

– If your family doesn’t like turkey, you do not have to have it for Christmas dinner. It’s okay. The ghost of Christmas past, present and future will not haunt you. Make a meal that everyone enjoys, that you enjoy making. Trust me, I know of what I speak. I tried to do the “Christmas dinner with all the trimmings” and the whole day with every dish I prepared all I thought was who wasn’t going to like what and that I was disappointing Martha Stewart. This year I am making quesadilla’s. They are always a hit, everyone loves them and I spend less time in the kitchen and more time in the living room with my family.

– When you are getting your groceries, give to your local food bank. Many grocery store already have prepacked bags of food ready to give. Most packs cost $4.99 (the cost of your two morning coffees on your way to work)  and can give a family more than one meal. It’s a win/win, a mother will be able to make a meal for her child, and your child got to see their mother help her.

– Always give to the Salvation Army. The Salvation Army does more than you can imagine.

– Try not to complain so much about having to go to your Mother’s/Father’s house…again. Many have lost a parent, or both parents and wish that they had to sit through another conversation about how “easy we have it these days”.

This season, take it easy on yourself. Take it easy on your loved ones, for it is not their fault you are stressed that what you wanted to buy them is no longer available. Take a breath. Take a friend a coffee. Give to your local food bank. Make your hubby his favorite treat. Teach your child how to make cookies. Send a Christmas card or a text out of the blue. Smile as you pass people on the street or in the grocery aisle. Your Christmas presence will mean more to many than your Christmas presents will mean to one.

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

The gift that keeps on giving

Today’s tale is for my Beloved Beauties of the industry, for the Stylists, the Salon Managers and the Salon Owners. As October draws to a close, the ever present Holiday season is peaking over the horizon. Myself, I have been thinking about and planning for the Holidays since August. Before you ask, no, I do not have a Christmas sweater on, nor do I have the Jingle Cats as my ring tone. I have been thinking about and planning for the Holidays for the shop and for the Salon, hopefully you have too. I cannot stress this point enough – Retail is a vital part to any Salon, not only for the profits – for client retention. Trust me, I know of what I speak. At least once a week one of our retail customers becomes a client of our Salon, because we offer an array of products and different product lines, we offer our time to explain the product they are purchasing and we take the time to show how to apply the product…the Salon they used to go to does not.

The Holiday Season is the best time of the year to introduce some retail items to your Salon or to add to your existing retail line up. All the companies offer great Holiday packs with HUGE savings to the customer/client and to the Salon. The perks of offering retail during the Holiday Season ;

– Many holiday packs come with a free sample size of a new product – A terrific way of introducing your clientele to a new product.

– All holiday packs offer a HUGE savings, some up to 40% – another great way to introduce your clientele to a new product line. * ( offering your clientele a savings can help alleviate their worry of spending too much)

– Holiday packs are a great introduction to your clientele to show them the difference between Professional Salon products and the products they find at the local department/drug store. It helps your clientele realize the worth of spending a few extra dollars year round for great hair.

– Offering retail to your clientele helps them to achieve Salon results at home. Their hair will be more nourished and in turn more appointments will be made, because your clientele will know that you care about how they feel about their hair, and that you care about how their hair looks in between appointments.

– Holiday packs are great for those last minute gift idea’s. *Husbands/Partners LOVE them – takes away all the guess work about what to buy. (…and the product is prepacked – no worries about a box or bag).

– Flat Irons and curling irons are always on sale in November and December, in turn you can retail them at a lower price than suggested retail. Explaining to your clientele the difference between Professional styling tools and those they will find at the local department store will make the sale – honestly – telling them that they can have the same curls at home or the same sleek straight hair at home with the tools you sell – they will buy them.

– Speak with your reps. Many times they are able to give you a holiday pack free of charge that in turn you can offer as a draw to all your clientele and customers. Every December our shop offers weekly draws every week until Christmas – Always a hit!

Now, before you get all “What about after the holidays? What do I do with all the leftover packs?”. Well, first of all, if you are promoting the products with every client and customer, you shouldn’t have many left. For those few packs that are left over, an alternative is to separate the product and put each separate bottle on sale of a few dollars less then regular retail. Your clientele and customers are still receiving a savings and your Salon is still making a profit.

A Salon that offers retail will; increase the retention of existing clientele, increase their walk-in traffic and become more profitable, plain and simple. How do I know? I see it happen every day. I do it everyday. Retail, when truly embraced by all in the Salon, can cover all the expenses of the Salon – rent, utilities etc… . Again, I know of what I speak. I do it everyday.

Retail at the Holiday season (and all year ’round…had to add that ) helps the Salon and helps the clientele, it truly can be the gift that keeps on giving.

Beauty, Business, communication, Hair Care, health and wellness, That girl in the red coat, Uncategorized, Women, writing

Full Moon Monthly

The full moon has come and gone this month, and as September draws to a close, I thought, why not end it on a high note with  a few smirks and giggles. Again, these events are based on real events, with real people that come into my shop…again, I wish I was making this up.

– The shop opens at 9:30 a.m.. It isn’t even 9:31 a.m. “Hey…do you ever worry someone is gonna drive through your front window?” – I guess I missed the memo that this is the new morning greeting.

– The phone rings. I answer with my go to greeting only to hear “Yeah, whatever. I am trying to find the number of the auto body place down the street. Can you look it up for me…I am kind of in a hurry”. Now, I know the shop’s number has the #4 in it, unfortunately it is not followed with 1-1 …wait for it…there you go.

– “My daughter has colored her hair and now it looks horrible. What hair color will fix it?”. I kindly let the mother know that without seeing her daughter’s hair I wouldn’t even know where to begin to help her. “Well her hair looks like pumpkin pie with a mix of orange and a little bit of caramel with chocolate pieces in it.”….oh yes…now I know what color her hair is.

– FYI – “out the door” top coat is the name of the quick dry top coat. It doesn’t mean you have to apply it while going out the door.

– A customer came in to tell me she was not pleased with the product she had purchased. I looked up her file in the computer and saw her last purchase was OPI Avolplex Cuticle Oil. “What was it about the oil that you weren’t happy with?” I asked, to which she answered “Well…look at my hair! It is so greasy! My stylist told me that my hair’s cuticles were fried and that I need some oil for the cuticles, so I bought the OPI oil and now LOOK!!!!”. I silently remind myself “Do not smirk. Do not show it on your face.” and proceed to let her know that the oil she purchased was for the cuticles on her hands, not her hair. After further discussion and explanation and a giggle or two, she ended up buying Kpak Revitaluxe and SOMA Solace – a cuticle sealer – for her hair.

– I have a dish of candies at the front counter. Everyday I am asked how much for a candy. When I tell people they are free, some stare at me and say “Come on! Really?”. Some say thank you. Some take 10 pieces of candy and some dig through the dish and then sigh “Why don’t you have any lemon candies? They are my favorite. These others are gross. What a waste.”. – about the latter – my thoughts exactly.

– I hear the chirp of the Salon door chime and as I look up from my purchase order, there she is. A complete stranger standing at the front desk with her shirt lifted up asking me “do have anything for these stretch marks?”. …enough said.

– A woman came into the shop and asked if her son could come behind the counter and see our computer because “he loves computer’s”. The child was no more than 3 years of age and had something that I could only hope was peanut butter all over his shirt. I let her know that children weren’t allowed behind the counter. She didn’t seem too impressed that she had to mind her own child while in a store. …imagine.

– A woman came in the shop and as I came around the counter to greet her I was told “Leave me alone. I am not a thief. I do not like people talking to me.”, then she walked over to the brushes, reached up, took one of the shelf and began to brush her hair. I went over to her and shook my head side to side. She looked at me and asked me what I was doing. I told her “I am telling you no to using the brushes. Now you have to purchase it because you used it. As the sign says – Please do not use the brushes. You Brush. You Buy.”. When she asked me why I didn’t tell her, I said “Well, you told me you don’t like people talking to you.”.  …not my finest moment, I know, but come on…she left that one wide open.