It’s a simple fact that increased retail sales translates into more profit for salon owners and commission for staff but what most salon professionals don’t know is that the ‘sale’ needs to start well before checkout. The truth is that it’s an on-going conversation about your clients’ needs, and how the products and tools that your salon has available, fit those needs.
Why Sell?
As a stylist, it really is in your best interest to actively sell retail. Think about it – If the client takes care of their beautiful new highlights you’ve given them by shampooing with some drug store brand, and her highlights turn brassy, who does she blame? You!
The client desperately wants and needs your advice, so you should consider it as part of the service you offer. Think of it as a prescription for the health of their hair. Besides, when a client purchases the proper home care from the salon, they are three times more likely to stay loyal to you and the salon.
Get to Know the Products
Educating yourself about the products your salon has available will help you to become a better retailer. Set time aside to visit each brand’s website, read the labels, test the products to get a good feel for each can do and then make mental notes for later. This will allow you to effectively recommend the best solutions for your clients.
Starting the Sale
The art to selling retail actually begins when your client first sits in your chair. If you start the conversion during your client’s consultation and carry it all the way through the service, you gain their trust while determining any at-home hair care and styling needs.
Pay Attention
It’s always important to understand as much as you can about the client rather than make assumptions or offer a canned sales pitch. Make an effort to get to know their hair, how it behaves, problem areas or even struggles the client may have when styling at home. Ask your client what’s important to them when it comes to product performance or what their specific hair care needs may be, that way you can unlock what prompts them to accept a sale.
Subtlety is Key
Take the time to subtly offer styling tips, techniques, as well as products and tools to help solve any issues your clients may be having. Show them the steps you use to style their hair and offer better ways they can do the same thing for themselves at home. Now that you’ve offered up some seemingly free advice, it will be much easier for them to step up and purchase retail product when they check out.
Remember to communicate the importance of using only high quality products on their hair and why it’s essential to buy these products from the salon versus online or at the drugstore or supermarket. And when clients do make a purchase, thank them for supporting a local small business… a little thanks really can go a long way!
Follow Through
In addition to all of your efforts in the salon, consider using personalized email to remind them to re-purchase these products, reserve products for their next appointment or to make product suggestions based on recent or even future services. The power of suggestion from a trusted source can be a very effective sales tool!
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