Retail sales in the salon industry have changed a lot over the past decade. In the past, if a client wanted a high-end shampoo or conditioning spray, they had to get it from you, the stylist. But now, retail stores everywhere are selling some of our favorite products, making it harder to compete.
Some hairstylists just assume that when their retail sales go down, there’s nothing they can do about it. Wrong! Britt Seva, social media and marketing strategist for hairstylists, says that she knows tons of stylists who still attribute retail sales to 10% of their bottom line and there’s no reason why you can’t be one of them.
Here are 4 great tips from Britt Seva to you on how to sell retail successfully:
Tip 1 – Don’t talk the client out of the sale.
Have you ever said something like “You don’t need any shampoo or conditioner today, right?” Or “I think you bought [insert product here] last time, so you’re good.”
Saying things like so can discourage our clients from buying anything. Don’t sabotage your sale! You never know when they’re in the mood to buy.
Tip 2 – Don’t wait to mention retail sales until the very end.
Waiting to mention retail until the very end of the visit means you’re treating their purchase like an impulse buy instead of a purchase they should make from you regularly. Impulse buys, like when someone at the counter of our favorite beauty stores offer a BOGO deal when we’re checking out, only work 1 percent of the time statistically. So when you throw in retail as an after-thought at the very end of the visit, 99 percent of people won’t buy.
Tip 3 – Don’t convince yourself that you just have the kind of clients that don’t want to buy retail. Wrong! If they’re not buying it from you, they’re buying it from someone else. Why do they go to those other retailers? It’s because they want sales and reward points. So why don’t you offer sales or rewards programs to your clients? They do want to support your business, believe it or not.
Tip 4 – Don’t simply “forget” to make the sale.
That just means you’re not organized and you don’t have a sales strategy. According to Britt, the most successful stylists follow basically the same strategy every time they’re with a client. Create a standardized process that works for you and use it consistently!
Most of these bad habits come from fear, #BeautyKOs! Get over that fear. Your clients want to buy from you and they want to support you. So don’t hesitate to sell that 10 percent!
-Easy for you, Easy to love-