How to easily retail to clients...
Over the last couple of years, I have noticed that stylists really struggle to retail to their clients and don't see the importance of retailing. I personally find this very odd as I believe retail is an extremely important factor for how our clients deal with their hair at home. When I teach retailing to my students I explain it like this;
When you go to the doctor with a problem, would you expect them to ignore your issues and not give you any resolve? Or if they do give you a resolve such as a prescription, would you then ignore them and not obtain the prescription? This is the same principle with hair care. Your client will come in to your seat, describe everything they love and hate about their hair, and they expect you to have the solution to their problem. If you completely dismiss their problems and do not give an educated answer for the problem, they may think of you as incompetent. As well as how your client thinks of you, your client may not actually be able to recreate the style or maintain the colour that you have chosen for them. This may lead to you having a bad reputation, as the client will not rationalise that the reason the style they have doesn't look good is because they do not have the tools or knowledge to recreate it, but that you did a bad job and it is your fault. So, my point is, if you want to give the best impression of yourself, look professional and create amazing work (which looks good in your chair and out), then make sure you retail!
So here is my top tips for retailing:
1. Obviously the first step is to become familiar with your retail range. Spend every spare moment you have familiarising yourself with the products. Read the manufacturers instructions, look it up online and experiment with them. The more info and understanding you have of the products, the easier it is to retail.
2. Do a thorough consultation. Use your consultation time to find out all the problems they have with their hair. Let them tell you whether they have dry hair, frizzy hair, oily scalp etc. Then use their direct answers and give them an instant solution to that problem. For example: I would ask, How would you classify your hair? Dry, damaged, healthy, or normal. They may then answer dry. I will then find a suitable shampoo and condition for their hair type and bring it back for them to see. I will give a quick description of the product and explain how it will help them, and then leave it there for them to see. My favourite thing to say is... Okay (say name), so from the information you have given me, I have chosen this product for you as I feel it will benefit you by.....
3. Let the client touch, smell and see your recommended product. Do not rush to take the product away from the client. After I have recommended a product, I like to leave the product in front of them and let them explore it. In my experience, I have found clients like to look at the products before making their mind up on whether to purchase it. I can always tell a client is going to buy because they will show interest in the product. They will pick it up, open the lid and smell the product. They may also read the back and ask questions. Let them take their time with the product, this is a non pushy approach and allows you more time to describe the products and answer questions.
4. Use the product on the client. Again this touch's on the previous point. By using the product, the client will experience it. You can prove the products worth and allow them to see how it will benefit them. Whilst using the product, explain what you are doing and why.
5. Keep your topic of conversation on the clients hair. This will make you appear more knowledgeable, and will encourage the client to take your word for recommendations. They will not buy from you if they feel it is just to line your pockets. If they believe it is for their benefit, then they are more likely to buy.
6. Find out what your client uses at home. This will give you a better idea of their budget and will allow you to make an informed decision on what products will benefit them most.
7. Don't overload them with choices. If you recommend too many things, they will be less inclined to buy. This may be because of their budget or because they feel overwhelmed with all the things they need. Choose one or two suitable products which will actually make a difference to them.
8. Once you have consulted, demonstrated and informed them on the best products, then now is the time to close the sale. A lot of hairdressers make the mistake of waiting until they reach the till until asking them if they would like to purchase products. This isn't the best approach for closing the sale because normally we have moved our thought processes past our hair by this point. As soon as we are up and out of the chair, then we are thinking about our next task (where the car keys are, what we are getting for dinner, picking the children up etc.). You haven't got your clients full attention and they may decline simply because you have missed your opportunity. Your best time to ask them if they would like to take home products, is when you are very near to finishing but they are still in the chair. This is the perfect time because you have their full attention and they are still thinking about their hair! Do not be pushy just simply ask whether they would like to take home your recommended products.
9. Do not judge a book by its cover. Do not overlook recommending products to clients because of how they appear. You may miss a sale because you have not bothered with the client. Your client may not appear to have extra cash to spare but you do not know what money they have in their purse. Your client may have saved for the past 6 months to pay for their hair appointment and may actually want to spend a large sum in your salon because that is what makes him/her feel good. Never miss steps because of your judgement of someone.
10. Finally make notes. Make sure you update their record card with what you have sold. This will ensure you do not contradict yourself on their next appointment and will allow you to ask how they got on with it!
Have you got any more tips on how you retail to clients? If so, pop them in the comments box to help others!
for more tips and tricks check out our youtube channel
https://www.youtube.com/channel/UCiIJcnyl1MEbjCuvWn6T-DA
When you go to the doctor with a problem, would you expect them to ignore your issues and not give you any resolve? Or if they do give you a resolve such as a prescription, would you then ignore them and not obtain the prescription? This is the same principle with hair care. Your client will come in to your seat, describe everything they love and hate about their hair, and they expect you to have the solution to their problem. If you completely dismiss their problems and do not give an educated answer for the problem, they may think of you as incompetent. As well as how your client thinks of you, your client may not actually be able to recreate the style or maintain the colour that you have chosen for them. This may lead to you having a bad reputation, as the client will not rationalise that the reason the style they have doesn't look good is because they do not have the tools or knowledge to recreate it, but that you did a bad job and it is your fault. So, my point is, if you want to give the best impression of yourself, look professional and create amazing work (which looks good in your chair and out), then make sure you retail!
So here is my top tips for retailing:
1. Obviously the first step is to become familiar with your retail range. Spend every spare moment you have familiarising yourself with the products. Read the manufacturers instructions, look it up online and experiment with them. The more info and understanding you have of the products, the easier it is to retail.
2. Do a thorough consultation. Use your consultation time to find out all the problems they have with their hair. Let them tell you whether they have dry hair, frizzy hair, oily scalp etc. Then use their direct answers and give them an instant solution to that problem. For example: I would ask, How would you classify your hair? Dry, damaged, healthy, or normal. They may then answer dry. I will then find a suitable shampoo and condition for their hair type and bring it back for them to see. I will give a quick description of the product and explain how it will help them, and then leave it there for them to see. My favourite thing to say is... Okay (say name), so from the information you have given me, I have chosen this product for you as I feel it will benefit you by.....
3. Let the client touch, smell and see your recommended product. Do not rush to take the product away from the client. After I have recommended a product, I like to leave the product in front of them and let them explore it. In my experience, I have found clients like to look at the products before making their mind up on whether to purchase it. I can always tell a client is going to buy because they will show interest in the product. They will pick it up, open the lid and smell the product. They may also read the back and ask questions. Let them take their time with the product, this is a non pushy approach and allows you more time to describe the products and answer questions.
4. Use the product on the client. Again this touch's on the previous point. By using the product, the client will experience it. You can prove the products worth and allow them to see how it will benefit them. Whilst using the product, explain what you are doing and why.
5. Keep your topic of conversation on the clients hair. This will make you appear more knowledgeable, and will encourage the client to take your word for recommendations. They will not buy from you if they feel it is just to line your pockets. If they believe it is for their benefit, then they are more likely to buy.
6. Find out what your client uses at home. This will give you a better idea of their budget and will allow you to make an informed decision on what products will benefit them most.
7. Don't overload them with choices. If you recommend too many things, they will be less inclined to buy. This may be because of their budget or because they feel overwhelmed with all the things they need. Choose one or two suitable products which will actually make a difference to them.
8. Once you have consulted, demonstrated and informed them on the best products, then now is the time to close the sale. A lot of hairdressers make the mistake of waiting until they reach the till until asking them if they would like to purchase products. This isn't the best approach for closing the sale because normally we have moved our thought processes past our hair by this point. As soon as we are up and out of the chair, then we are thinking about our next task (where the car keys are, what we are getting for dinner, picking the children up etc.). You haven't got your clients full attention and they may decline simply because you have missed your opportunity. Your best time to ask them if they would like to take home products, is when you are very near to finishing but they are still in the chair. This is the perfect time because you have their full attention and they are still thinking about their hair! Do not be pushy just simply ask whether they would like to take home your recommended products.
9. Do not judge a book by its cover. Do not overlook recommending products to clients because of how they appear. You may miss a sale because you have not bothered with the client. Your client may not appear to have extra cash to spare but you do not know what money they have in their purse. Your client may have saved for the past 6 months to pay for their hair appointment and may actually want to spend a large sum in your salon because that is what makes him/her feel good. Never miss steps because of your judgement of someone.
10. Finally make notes. Make sure you update their record card with what you have sold. This will ensure you do not contradict yourself on their next appointment and will allow you to ask how they got on with it!
Have you got any more tips on how you retail to clients? If so, pop them in the comments box to help others!
for more tips and tricks check out our youtube channel
https://www.youtube.com/channel/UCiIJcnyl1MEbjCuvWn6T-DA
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