Eight out of ten clients will purchase a product within twenty-four hours of a salon visit. That means that if they’re not buying products from your salon, they are purchasing their product from somewhere else. And if that place has a savvy retail person on board, they will capture that customer as a service client. You have lost not only a retail sale, but a client as well.
So much of your profit is sitting on your shelf in the retail sector of your business, but it is not making you any money by just looking pretty – we need to get the products into the hands of our clients! We have created an acronym for you to remember the highlights of retail selling:
R – Retention of clients
It’s a proven fact that the more a client purchases from a salon, the more likely it is that the client will remain a long-time customer of that business. First of all, think about the subliminal message your product says every time your client uses it at home. Every time your client picks up that product, your instructions on its use will quickly flash through their mind and it’s your face that will pop into their brain! They certainly won’t think of you if they are purchasing someone else’s product, that’s for sure.
Secondly, product sales represent loyalty. As we said, the more they buy, the longer they stay.
E – Extension of service
The retail product that you send home with your client is an extension of the service you have provided for them in the salon. Rarely can a client re-create the style or foundation you have given them without the foundation of products to work with. We are doing a great dis-service to our clients by not sending them home with the products they need to re-create the look you have created for them. For God’s sake, “SEND THEM HOME WITH THE PRODUCTS THEY NEED!”
T – Tell, don’t sell
We don’t have to sell products to our clients, but what we have to do is EDUCATE the clients on the features and benefits of the products we have chosen for them during their service. Every time we use a product or tool in the salon we answer three questions in the presentation:
- What is the product you are using?
- Why did you choose it for that client?
- How do they use it at home?
Stop asking your clients, “Do you want to buy some shampoo?” and instead embrace their needs, take care of them, and enrich their beauty with the products you have to offer.
A – Assume one thing
We make all sorts of assumptions about our clients in order to excuse ourselves from presenting products.
- We assume they can’t afford it
- We assume they don’t need I
- We assume they already have a lot left from the last time
The only assumption we should be making in the salon is that: OUR CUSTOMERS WANT WHAT WE HAVE TO OFFER!
I – Inspire with products
Every manufacturer out there has beautiful hair to share with you and the products you need to create that particular look. Share that inspiration with your clients! Show them how to create new looks and new wardrobes for their hair and beauty fashion. There is no longer just one look for a client to achieve; they need products for smoothing, a product for texture, a product for curling, a product for frizz – so many different ways for them to create a look at home; let your products inspire them!
L – Learn it and love it!
Every salon owner chooses a product line for a reason. It’s the responsibility of the stylist to learn everything there is to know about the products being presented in the salon. It’s not about them or their hair or their needs, it’s about the clients’ needs!
How many times do we hear a stylist say, “Well this doesn’t work in my hair, so I am not going to sell it!” Not every product works on every hair type; your stylists need to get over it and find the mix that works for their client. Every manufacturer or distributor offers education – if a stylist isn’t ready to promote the products you have brought in, perhaps you have to decide whether that stylist is really on board with your business.
Summary: there are no excuses for not putting retail products into the hands of your clients. What it means for you is a healthy bottom line! Let’s get out there and share our world with our clients!
GIVE THE GIFT OF BEAUTY TO EVERY CLIENT!