A majority of peole are not buying their hair care products from their salons. I read somewhere on the web like 60%. This majority is out buying their hair care products from grocery stores, drug stores, and big retailers. Agas! Think what 60% increase in retail sales could do for your salon. The implications are huge. The facts are startling. Everyone needs shampoo (almost everyone atleast) and they are going to buy it from somewhere. You might as well make that somewhere your salon or spa. With a few simple tips, you can turn your salon into a retail selling bonanza. Take it from me, your clients want to be sold to. They want to look their best and duplicate the masterful creation they received in your beauty shop. Go ahead tell them what you are doing and show them what products you are using. Ca..ching.
1) The first and most important step in retailing your professional beauty care products is to believe in the products yourself. The products you carry in your salon or spa must be products that you are also using on your customers. When they see how beautiful they are after using “the product” they are prime for suggestive sellling. You need not be pushy. A simple “you can duplicate this texture and softness of your hair by using product X”. Show them the mousse bottle after you apply it to their tresses and ask, “doesn’t this mousse smell like coconuts, wait till you see the results”!
2) Employees must be trained on all of the products in your salon. This includes everyone from the receptionist to the hair washer. If a customer wants to know something about a particular product, make sure your employees will have an answer for them. Make training a fun event. Hold product workshops where employees can test out products themselves or on each other. Bring in food. Make it an event.
3) Your products must be located in an area where they will be seen easily. Think retail Feng Shui. People have a tendency to notice items that are on the right side of them. Pay attention the next time you are waiting in line at the grocery store. Where is all the impulse products located? Yep, on the right. Speaking of check-out lines, this is a fantastic place for your professional beauty products. Have a beautiful display of your products located next to the reception area. Another great place is in the waiting area. Customers can browse while they are waiting for their appointments. Add some display products, that customers can open, smell, and touch the product.
4) Make sure that your displays are accessible and clean. Be diligent with your housekeeping. No dust bunnies allowed. Return any damaged products.
5) Make retail selling a competition between employees. Make it exciting. Whom ever sells the most hairspray receives $100. These competitions can be centered around a certain promotion that your supplier has passed on to you. Customers like a good deal. Pass the promotion onto your customer and let them know about it. A week off with pay for the employee with the highest dollar amount in sales. Remind them not to pressure sell, but to have fun with it.
6) Once the customer has purchased a beauty item from you, ensure that they will do it again. Package the product in a pretty fashion, tissue paper and all. Throw in some free samples. Ask them if they would like it gift wrapped. Make sure they know they can return it if they are not completely satisfied. Stand behind all of your products.
