Sell more retail with these 10 easy tips.
First things first, we know you didn’t get into the salon scene to sell retail, but the fact is, most salons require it to increase the average ticket size. Of course, selling can be intimidating at first, but it’s more motivating knowing that the more you sell, the more money you earn!
When you focus on providing the best service for your clients and add in some of the following easy steps to your appointments, your clients will not only thank you for your recommendations, but they’ll refer their friends to you for your expertise.
Remember, you don’t have to be “sales-y” to be good at sales. In fact, good selling doesn’t feel like selling at all. Think of selling as more of a conversation surrounding your process, the products you use, and why, and you’ll see that most products actually sell themselves.
Use these 10 easy tips to start selling more retail today!
- Clients judge a book by its cover.
- The best canvas is yourself.
- You’re the expert – act like it!
- Explain everything, always.
- Know all your products inside and out.
- Keep your station clean.
- Less talking, more doing.
- Promotions never hurt.
- Offer a good guarantee.
- If you don’t ask, you’ll never know.
And here’s what they mean for your business.
Clients judge a book by its cover.
When selling retail at your salon, the process begins with what the client sees as soon as they walk through the door. Even though you may have your processes down pat, if you’re looking to attract new clients or simply show that you care, by keeping a clean and professional-looking area you can ensure a tasteful display of products that anyone would be happy to shop from.
Take a look at what high-end salons are doing and try to emulate that display (within your means, of course). Simply changing the placement of some merchandise can do wonders for its sales, too.
The best canvas is yourself.
The first thing your client will notice (aside from the salon itself) is you! This doesn’t mean you need to dress like you’re going to the met gala, but make sure you’re taking care of your appearance. Many hairdressers wear all black so that your focus is not on their clothing, but on their hair. Consider adopting this strategy while keeping a fresh face at all times (displaying your skills).
You’re the expert – act like it!
You’ve already attracted the client to book an appointment, so either they know you’re good at your job, or you still have to prove it to them. Treat their appointment as a consultation while getting to know your client. The more comfortable they are with you, the more likely they are to buy from you.
Explain everything, always.
No matter what your client comes in for, you want to explain your entire process as you’re doing it. If they’re here for brow waxing or threading, offering to touch them up with some setting powder or clear gel, while explaining why those products are the best, can go a long way. If the client likes what they see, they’ll be more likely to consider purchasing the products you used on them.
Know all your products inside and out.
You probably wouldn’t buy a car from someone who has never driven one, so why would your client buy a product that you have never used? Make sure that you know all of your products, and how they compare to one another. Knowing how to use each product can help you explain its features and benefits to the client, along with providing a baseline comparison if they want to know how it’s different from a popular alternative. This requires some PK or Product Knowledge meetings that your reps are usually more than happy to arrange.
Keep your station clean.
If your stations are cluttered or only full of your favorite products, this can seem overwhelming to a client. One strategy is to keep a completely clean station and bring out products as they are needed. This helps the client to visualize exactly what you’re using on them and in what order, helping with their routine at home should they consider purchasing all the products from you.
Less talking, more doing.
The client didn’t come to your salon for a knowledge session, but they did come for your expertise. As long as you can explain what you’re doing while you’re doing it, you’re in the clear. But don’t stand around talking more than you need to, or the client will feel like they got more of a lecture than an appointment. After using each product, pass it to your client so they can feel the package and read the instructions if they prefer.
Promotions never hurt.
If you have the means, or if the brand you’re promoting has any specials going on, be sure to use these products during your client’s appointment and mention the promotion at the end of their appointment. Promotions can also be used to get clients through the door. Consider offering a discount on products when customers buy your services.
Offer a good guarantee.
One great strategy that helps customers to trust your practice is to offer a full refund on products if they are not satisfied. Not only does this help them feel good about a risk-free purchase and shows that you believe in the products you are selling.
If you don’t ask, you’ll never know.
This means that at the end of the appointment, you should always be ready to ask your client if they would like to purchase any of the products you used that day. Make sure to recommend at least three products because there is a greater chance of them buying at least one.
Finish with excellent service by walking your client to the cash with their recommended products, and keep track of them on the client’s account so you can ask if they need a refill next time they visit.
And of course, you don’t need to implement every one of these tips right away. Start by adding a few into your routine every week and you’ll be selling like a pro in not time.