3 Things You Should Know TO DEVELOP A Salon Retail MINDSet
By Samuel Tokko
As salon hair professionals, we usually offer similar services: cut, color, and style. Those who further their education past cosmetology school may dabble in hair extensions or wig making. Although these are great ways to improve your financial situation and your overall skill in the industry, there’s nothing quite as profitable as salon retail.
When we do salon services, we have to consider the labor it took to achieve a look, the amount of product it took, and the investment in education to learn the skills. When you sell products to clients, all you have to consider is a little bit of product research and the cost of goods.
Its understandable to dread the idea of selling a products to their clients, but I’m writing this to remind you why you should sell products in the salon. Here’s the 3 things that will help you develop that salon retail mindset:
KNOW YOU HAVE YOUR CLIENT’s TRUST
Most clients are your clients because they trust you. You’ve successfully executed numerous times on their usual haircut or wowed them with your color suggestions and skills. This trust is built not only through time, but through other people. Think about when you buy anything: you compare prices, quality, and different brands, but the factor that makes all the difference is what other people say about you. Online reviews are powerful in this arena, but I would say the most persuasive way is Word of Mouth. So, if you have great reviews and clients have referred you to other clients, then you’re already ahead of the game.
This is all just to say that the client’s journey to just sit in your chair is already complete. You have their trust. They are confident in you. When you educate these clients, they will listen and most of all, they will educate their friends. This is the advantage of being a hairdresser when it comes to selling products. Most hairdressers don’t want to seem pushy, but in reality, they’re looking at you like a hair guru and their ears are open.
Your Client is a Friend and a Customer
One of the things that many of my hairdressing mentors have urged me not to do is to get too friendly with your clients. Although this may be true in some cases, I think you should take it with a grain of salt.
I tend to befriend all my clients. I listen to their problems, I make life suggestions, I talk about what’s going in my life, and I listen to their suggestions. If they invite me to a party, I’ll draw the line and make up an excuse. Most clients will get the idea. This friendship that my client and I develop will make it easier not to seem like I’m selling products, rather that I’m making a strong suggestion like a concerned friend would do. They see me as a hair expert that they can talk to.
YOUr CLIENTS WILL buy HAIR PRODUCTS NO MATTER WHAT.
What person do you know that doesn’t have shampoo and conditioner? Most people I know have at least 2 sets from different companies. My wife buys at least 5 different products depending on the style or the dryness her hair is experiencing. That means your clients are buying products off of somebody. Why not from you, the hair professional?
There are so many sales channels that people go through to buy their hair products. Think of yourself as one of those channels, except you don’t have to spend money to advertise the products. Use your salon space and display the products right in front of them. Let them know that it’s available to buy. If they don’t mention it, then make a suggestion. Use it on them. Use it on yourself and talk about your experience with it. They don’t need to do outside research. You are the research because they already trust you.
You should know what you’re talking about when they ask you: what’s in it? Or how is this better than “so-and-so’s brand”? Most times, it only takes a little push to sell a product, all you need to do is make that suggestion.
I hope after you’ve learned these 3 things, that you continue sell products to your clients. It’s one of the most important aspects of the business and has the potential to increase your overall revenue if done correctly and regularly.
To get more in depth, read our Comprehensive Guide for Your Salon Retail Success to get information on finding the right products, the math it takes to execute, and the tools you will need to be successful.