The idea of “selling” makes a lot of people feel uneasy. If images of sleazy car vendors or pushy perfume spritzers at the mall come to mind when you think of salespeople, it's easy to understand why the thought might seem unappealing. But fear not, you can start moving more retail by beginning to practice a few strategies that speak to the art of selling rather than channeling your inner used car salesperson. Here’s how.
Most beauty brands have internal spokespeople or ambassadors who are intimately familiar with the selling points of every item in the line. Making sales isn’t about shoving products in your client’s face – it’s about being confident when it comes to answering questions they have. Empower your staff (and yourself) by bringing in an expert to train everyone on the ins and outs of the items you use most. With proper product education, talking about the products starts to feel more natural and less like a pitch.
Your salon aesthetic has to go beyond chic branding and stylish station setups. When you think about the visuals of your space, you may want to revisit your retail display and think about how you can update your merchandising strategically. The way you display items – think color-coordinated or grouped by use and solutions – will make it more enticing for customers to not only make a purchase but even to purchase more.
You’ll also want to consider the flow of your salon. Is your display situated in a high-traffic area or stacked up in a corner that clients can hardly see? Sometimes just being in plain view can start to spark interest as the more exposure your clients get to a brand, the more likely they are to buy in... but more on that below.
Name drop the shampoos, serums, or scrubs you're using on your clients so they start to get familiar with the products you trust as a professional. Many marketers stand by the Rule of Seven – it’s the average number of times a consumer needs to be exposed to a brand or idea before they adopt it. Offering some samples at the end of the service is an easy way to tick off another product touchpoint. Mention a brand here, drop a trial size there, and quickly get closer to that lucky number seven with minimal effort or awkwardness!
Your regulars return time and time again because they love what you do. Part of that magic is in the tools and tinctures you use throughout your services. You might be surprised how eager clients are to learn about what’s going on with their hair or skin, and you also have the benefit of a captive audience whenever they’re in your chair. In between asking about their kids or the hot date they went on last weekend, take the opportunity to talk about the products you’re using and why.
Share insights into why you’ve chosen certain things for their specific hair type, skin, or structure. And don’t even think of it like selling – it’s just a low-key flex that proves why you’re such a pro.
Once you’ve casually shown off your skills as an expert, take a few minutes after each appointment to jot down some notes on the products you used or discussed with your client. With GlossGenius, you can set up notifications to check those records before you see them again, so you can ask what they thought of the results or be reminded to slip them a sample they can try in between sessions. If it’s a hit, all you have to do is ask them if they’d like to take some home and you’ve just become a one-stop-shop for service and sales.
In the same post where you’re already sharing your wow-worthy before and afters, why not evangelize the supporting products that made it possible? You can weave in a mention of the items used to create the look and casually drop in that you carry them at your salon. You can also use products to create educational content on your page or share feedback from your network as social proof you can sprinkle throughout your feed.
By dropping product knowledge in relevant posts, all this product talk organically becomes part of your collective branding and salon social media marketing rather than an intrusive sales tactic.
You can’t sell what you don’t know you have. When you start tracking what’s in stock, you can quickly and easily tell what’s moving and what’s not. Review which items are practically selling themselves versus the ones that might need a little more help. Then you can figure out which products might need priority placement on your retail display or a little extra love when you’re raving to those in the chair. If you’re not properly maintaining both your retail and your back bar products, you may end up losing track of inventory and ultimately losing money. Don’t get caught gushing about your favorite serum and then be out of stock when a client asks to take some home. With GlossGenius’s seamless salon inventory management system, you’ll receive low inventory alerts and be able to access Retail Sales reports in seconds.
If you have a team at your salon, you can share the responsibility of selling retail products. As an owner, you can encourage your staff to get on board with cash bonuses, fun prizes, and some healthy competitive energy. Try putting a SPIF (Sales Performance Incentive Fund) on the table to encourage employees to ramp up their selling efforts and meet new goals. SPIFs are usually short-term, incentive-based initiatives that can help motivate your squad to reach salon goals as a team – but with a little friendly competition.
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