With the rise of online shopping and the decline of high street retail. It can feel disheartening when you notice your sales dropping or your team not as excited by recommending products because of the fear of rejection. Obviously, we are all on board for mastering your online presence (#Salonlove!) but nothing beats a human-to-human interaction. If you attended Business Counts this year you already know why!
We have gathered some top tips to ensure your selling experience is maximised – just in time for holiday gifting and your 13th month.
Less is more for salon retail
Many retail studies have shown that when people are given too many choices, they experience feeling overwhelmed and end up not buying anything.
If your product displays are cluttered and overfilled, it becomes hard for them to browse and becomes too confusing, which negatively affects the client’s shopping experience. Try not to overcrowd your displays but provide a varied range – it’s a complex balance that can give the space a more premium feel to encourage shopping and spending.
Group your products into a series of mini collections
A good way to increase your salon retail is by categorising and displaying your products by hair type or concern. That, alongside personalised recommendation from their stylist, it becomes clear what they need to fix their hair concerns. Clients aren’t wasting their time looking at a product that will not help.
Displaying products in easy to view groups based on their uses and benefits, client’s will likely make more than one purchase in one go.
Make your products accessible
Never hide your product away in a glass cabinet or on shelves behind the reception desk, it places a physical barrier between client and product. Shopping is a physical experience, and the senses play a massive part – they should be able to touch, smell and see the product up close. Trust us, it works. Ever bought a jumper purely because you liked the feel? Or walked past a bakery and came out with a selection of pastries?
Display expert recommendations
When you have clear mini collections and signage for your display, include a brief expert recommendation to accompany the product. Do you have a stylist that especially loves the Eufora Beautifying Serum? Or any support staff that love using FARD for their colour upkeep?
Build trusting relationships
Trust is at the heart of every successful relationship and building up relationships with clients is not only vital for securing client loyalty, but it will make for a better sale due to what we call TRUST INVESTMENT.
Once you solve one hair problem or complete their look, it opens an opportunity to sell products and services to them as they have already reaped the benefits of your previous advice.
Practice making sales
Not everyone has the natural flair to sell, and it can be scary for some stylists to take that step – practicing your delivery can make all the difference.
Start by selling to a fellow stylist or friend and have them replicate a client they find particularly hard to sell to. Using product flashcards can help you remember unique facts about each item you sell.
By ensuring that you have implemented at least four out of six of these strategies, you can increase your retail opportunity. Create a strong foundation for your team to build on. So now you are conquering face-to-face retail, why not try online too? Daniel and Declan have created a class for you to maximise #Salonlove as your online retail store.
Book for the new year today:
