We all know that more retail sales equals more profit but do you know that your conversation with your client is where the sale starts? It’s true! Initiating conversion when a client is having their treatment / service allows you to gain their trust while analyzing their at-home hair care and styling needs.
It’s also an opportunity to subtly plant product suggestions for easier or better at-home care. It just takes a little time and effort to master the process while jump-starting your retail sales bottom line.
Product Informed
First, get to know the products your salon offers and their capabilities so you can effectively recommend the best solutions for your clients. Read the labels, visit the brand’s website, try things out to get a feel for what it can do and then make note for later. This is part of the education process that will help you become a better retailer.
Assumption Free
Dismiss any personal beliefs you may have about pricing for the salon’s retail offering or make assumptions about what the client can or cannot afford. Your responsibility to is to recommend the best possible solutions for their needs, to point out the differences over less expensive or “drug-store” brands and then let the client decide from there. Your attitude and enthusiasm for the product does play a factor so make sure you are conveying the right message to your clients.
Pay Attention
It’s always important to understand as much as you can about the client rather than make assumptions or offer a generic 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 their key reason for accepting a sale. Don’t be afraid to ask them about their styling and daily care regime and what areas they feel could use some help.
Subtlety is Key
This is where problem solving comes in. Offer styling tips, techniques, as well as products and tools to help solve any issues they 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 (free) advice, it will be much easier for them to step up with purchasing retail when they check out.
Also, remember to communicate the importance of using high quality products on their hair and why it’s vital to buy products from the salon versus online or at the drugstore / supermarket. And when clients do make a purchase, thank them for supporting a local (likely small) business. A little thanks really can go a long way!
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