THE CEP RETAIL SALES METHOD [/ux_text] [ux_text text_align=”left” text_align__md=”center”]
One of our top selling clients of all time recently retired selling his chain of salons. We asked him to help us come up with a guide for how he was so successful with selling products from his brow line. Keep reading below to see how you can start selling more retail.
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Selling retail in your salon is key to your business succeeding. It can be awkward getting into selling products with your service but it’s key to success and how you can get to the next level with your salon. I’ve always thought it was easiest to relook at what are people coming to me for. My business isn’t about waxing eyebrows, it’s about solving my customers brow problems. Solving their problems is more than just creating a shape and sending them on their way, it’s about creating a style!
WHY IS IT SO IMPORTANT
- CLIENT RETENTION – On average clients are 30% more likely to return to a salon they purchased product from. It is for client building and getting a bigger client list. More people will be coming through your salon if you can master selling.
- HIGH PROFIT MARGINS – Retail has just about the best profit margin of anything you are selling. For busy salons or salons having difficulty with staff retention selling retail is the best way to keep growing your profits even if you are struggling to keep up with client demand.
- BETTER RESULTS – Using retail products makes you look like a miracle worker! It creates beautiful results your clients are going to crave coming back to.
- ITS WHAT CLIENTS EXPECT – Clients are coming to you to make them look amazing. If you are not showing them how to look amazing at home you aren’t fully serving their needs. You are a professional and know what looks best for their brows, share your knowledge.
The CEP METHOD
The CEP Method is based on educating clients instead of selling to them. If you use it right your clients will be asking you if you carry the products at the end of their service!
Change your mind set that having products isn’t about selling instead its about creating solutions to your clients problems.
We are going to educate our clients along with their service. The truth is most clients don’t know how to solve their brow problems but they know what they don’t like. Everyone has a problem and you are their problem solver!
GET YOUR TOP PRODUCTS
Before we begin, from your line pick your top 4 different products that you absolutely love. Make sure these 4 products are at your station and in your salon where clients can see them.
Get excited about your products, your enthusiasm is contagious. When working in beauty your passion will get you most of the way to the finish line.
I suggest getting four different products that address different needs. For example: get a powder for filling, a gel for styling, the rejuvenator for hair growth and the highlighter pencil for finishing.
You can always start adding more products to your top four. It isn’t a magic number but a great place to start and learn from experience how to build off of.
1 – CONSULTATION
Selling retail begins with quality consultation. You have to understand your clients needs and concerns before you can start addressing them.
What do you like best about your brows?
Do you have any specific concerns about your brows?
Is there anything I can help you with?
What do you like least about your brows?
DON’T ADDRESS THE REMEDY UNTIL LATER IN THE SERVICE. FOR NOW WE ARE JUST LEARNING WHAT YOUR CLIENT THINKS THEIR BIGGEST PROBLEMS ARE.
Doing a consultation is so important to providing your client the best service. They will happily talk about their problems and THEY WANT SOLUTIONS. Don’t we all want solutions to our problems? If you help your clients solve their problems they will listen. You will help build your relationship with your client.
Once your client has addressed their concerns you can start to think about solutions as your performing your services and come up with a plan on how to help them.
Make it your commitment to use at least ONE product with every client.
2 – EDUCATION
Educate your client as to what you are doing and why. Communication is a common weakness in salons. It’s easy to get into the groove with clients and talk about anything with their clients. You might neglect the reason your client has come to you. Yes, they want their brow service but they also deeply want solutions to their problems.
While doing your services educate your client and tell them why you are doing what you are doing. Repeat back their problems as your going through your service to show your client you heard them. For instance if your client said their concern is their brows are too light let them know that to help with their light brows you are using the tinted brow gel to fill in and shape their brows.
Anytime you use a product on your client let them know what you are using and why.
After you finish using the product ask a leading question to get the customer about their key problem so that they agree. For example if your customer said their concern was having brows that are too light and you solved their problem with the tinted brow gel. You can ask “do you see how well that our tinted brow gel darkened your brows?”
When you are putting the product on one of your customers have them hold it! Sensory marketing is important and actually holding the product in their hands gives them a sense of ownership. This creates a powerful emotional bond for your clients.
3 – PRODUCTS
You always want to leave your clients with a brow style and not just do hair removal. The difference is a brow style shows how brows can be finished at home.
The final step of the GEP method is showing off how your products can create that final style that addresses you customer’s needs. I’d usually show at least two different products to every customer that walked through the door.
You will blow your customer’s minds with how amazing their eyebrows can look, you’ll look like a wizard even though it’s the products that are doing the hard work here.
Ask them what types of products are they using on their brows
Choose different types of products for today’s eyebrow style
In front of their eyes solve their problems
As you are applying the product talk about it’s key selling points, how to apply it at home. Things that make your product special from others.
CLOSE THE SALE
At the end it’s very easy to close your sales. Your client is a fan of the products as they can see how it solves their problems and they are excited to buy it from you. Now, at the end of the session when they are checking out ask them if they’d like to buy the products you’ve sold them on.
They are likely to say yes BUT even if they said no this time you’ve set up the thought of the product for an easier sale in future visits. Let your client know that it’s okay and you’ll make note of the products you used today so that they can always come back in the future for it.
WRAPPING IT UP
I’ve always had the best success when I’m solving problems for my customer. The CEP Method is here for you.
- CONSULTATION – Learn their problems
- EDUCATION – Build trust by education
- PRODUCTS – Use products to show how your client can solve their problems
- CLOSE THE SALE – Finish off that sale!
Excited about your salon’s retail sales?
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