The average American uses three haircare products every day, yet one out of three salon clients buys just one of these products in the salon. Not your problem? Think again!
When a client buys a haircare product from their salon they are three times more likely to return to the salon. That sounds like an empty statistic from the stylist or colorist’s point of view until you realize it’s not just the excellent cut or color you provide that keeps them coming back. Clients also rely directly on your advice to maintain that look. Maintenance advice is part of an important partnership with the client so they look their best between appointments. If they can’t maintain the style or color on their own, they may not be back. Why pay good money to look like you’re wearing a fright wig the next day?
Think about it. You give a client beautiful highlights but fail to help them buy the proper home care products. So they stop at the drug store and try to figure out what to do as they stare at the vast wall of products. Sometimes it works out, but often it does not. The client goes home and shampoos with xyz shampoo and it strips that beautiful color out or worse, turns it orange. And there‘s a pretty good argument that it’s your fault! You didn’t educate the client by suggesting home care products that work. Do you suppose they’ll be back, other than for an emergency appointment to fix the damage?
So the drug stores are the winners, and it’s not even a fair fight—for the client or for you if you neglect to follow through with good product advice.
We have to re-align our thinking. Selling or suggesting retail products doesn’t make us salespeople; it completes the services we provide. We must look at it as educating the client because that’s what it is. They look for and trust our advice. When you shampoo their hair tell them what you’re using and why. When you style their hair let them know why you chose the products you use, even hand the client the bottle as you tell them. And when you’re finished make sure they have what they need at home to maintain the service and to accomplish the style you gave them. That’s not selling; it’s educating, and it strengthens the relationship. Your clients will be grateful and your clientele will flourish!