Salon Money Makers

Grow your Profits significantly with retail product sales.

The reason hair stylists don't sell often comes down to not seeing themselves as salespeople and thinking they will scare clients by making them feel pressurised to buy. If it's presented properly it will be advising clients, not pressure tactics.

Adam Broomfield-Strawn salon representative for Goldwell/KMS California says, "If you think your client should have a few inches cut off and some highlights put in, would you say to them "I want to chop a couple of inches off and give you some highlights"? No, it's too abrupt and would probably scare your client away. But if you said, "I really think that we should take a little length around here, bring it in around your face, which would really compliment your face shape, and add a few highlights to give your overall colour some definition". Don't you think that sounds much more appealing? Give your client a reason for wanting what you suggest and they will want it. The same rule applies to retail products."

How to Increase Your Retail Sales:

Create Interest. Make it a habit to talk about products. Inform your clients. Just this week my friend told me about her dance class. It got me excited and I want to dance too. By hearing her talk, I signed up too. Talking leads to action. When I hear about product for dry damaged hair, I'm interested and I've purchased many. No talk = No Sales.

Retail Sales training is vital in educating staff, so that they in turn can tell clients. Training is not only about retail sales. We educate our clients firstly about their hair and how to maintain. Offer your clients advice on how to style their hair, which cuts and colors will suit them. Teach them about color, face shape and features. Teaching is selling. When you advise you build your credibility and as a result their trust in your will be much higher and they will return to you for future advice on their hair care and styling.

Pump up Retail Sales. Offer a performance bonus for selling a certain dollar value in retail products per month. Plan and implement Promotional activities to boost sales. Have incentive schemes in place to encourage re-booking by clients. Take advantage of cross-merchandising strategies and impulse sale opportunities. Use lighting techniques and creative displays to attract sales.

Create a mailing list by asking for contact information from each client. One of the most effective ways of communicating with and building up your client base and increasing repeat business is by creating a mailing list.

Bold and Visible. Ensure you products are prominently displayed. Stock up on shampoo, conditioners, mousse, gel, wax and tools like brushes, combs, dryers, and hair straighteners. Have special products to tame tresses and address dull, damaged and chemically treated hair. When you are working with a client, grab the most appropriate products for her. Up to three products. Having the right products visibly in hand leads to higher sales turn over.

Retail sales should account for 25% of the salons overall sales.

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