OK so its only taken 25 years of working in the beauty industry for me to jump on the blogging band wagon but as they say with age comes knowledge, so here I am Karen Grogan, current Director at Cosmetronic & former Matis UK Director, asking the age old question of why your salon needs to retail products and the things you can do to improve this are never far from a salon owners lips. Pulling her perfectly coiffed hair with her immaculate nails as the client walks out the door yet again without a product in hand. Another opportunity has passed them by. Let's see if we can change all that...
1. Retail Display
As soon as your client enters the foyer the gorgeous sights and scents should hit her with a subtle wow and the sensory dream has begun. Our salon retail display area should be as large as we can cope with, given the space and budget. First impressions work, they really do, the sale journey begins slowly and smoothly. A fabulously striking display cannot be missed by the client and is tempting beyond belief, even if they've told themselves they won't buy they may just! Don't write them off, never say never...
2. Be Confident
Woo them with your range, they love you already, it's why they visit the salon, they need you already, they trust your advice so you must use this to your advantage. Your knowledge and expertise is your power, use it. All you need to do is talk to your clients. Promoting your range of products is actually what the clients want to hear. Don't miss out. Never judge her and think it's too expensive, it may be her priority.
3. Its a Captive Audience
Not many retail situations lend themselves to a captive audience, you close the treatment room door and have them sometimes for an hour or more. Use this private, personal, interactive time to chat, learn about your clients likes and dislikes, her needs and concerns, her wants and desires. Share your passion and unadulterated love of all things beauty. This is a passive sale, time spent in the treatment room is another step in the journey to the retail product walking out the door.
4. Echo Echo
Do I hear echos? Continue the good work with point of sale merchandising in the room, the corridors, any spare space, most of this you will get free from your suppliers, try to use wisely. The images are selling the dream, the client wants to be part of this. Don't worry it's too much, it rarely is, it's a reminder of the delights she saw in the foyer. Echo the scents of your products throughout the rooms, your salon will smell divine and your client is unconsciously captured in the sensory journey.
5. Know your stuff
Train, train and train some more, if you know your stuff you're ahead of the game already. A good salon team will be constantly refreshing their training. You will feel empowered with the knowledge, the vital information your client needs to make her choice will fall off your tongue effortlessly and she will be eternally grateful. Keep on point with the latest trends, read your beauty magazines, blogs and social media. Trend products walk off the shelves fastest and will give you great profits.
6. No Stock, No Sale
Keep the shelves stocked, a product that is not there cannot be bought and buy they will, however in the faceless department store or the dreaded ever-open internet! Instant availability is hard to refuse. Build your relations with your clients, the feeling of belonging to an elite club is absolutely a powerful thing.
Stuck in a rut? Why not hold a showcase, invite all the regulars and the not-so regulars, get your rep involved, she'll do most of the work for you! A little champagne and a gossip and a freebie with purchase and the power of the party will not let you down. Before you know it the shelves will be empty.
8. Woohoo Samples
Give a little, give a lot but not too much, be careful with your sampling. Although you may feel generous and want to shower your clients with freebies, this will stop her buying, she won't need to. Careful targeted prescriptive sampling with have her coming back for the product.
Incentivize your salon staff, a bonus here, a little time off there, my favourite - free products to the staff, they'll love you for it, they'll work harder and of course they'll look fantastic. Many of you will already do this in your salons, for those that don't, go for it. A little healthy competition never hurt anyone. The results will soon show in your salons bottom line, next time your salon owner has her nose pressed against the screen, crunching the numbers, you may just see a little smile.
Happy sales my beauties! Please share to anyone this may help