Why recommend professional beauty products?
Every salon cuts hair – so what makes yours different? Statistics show that in the average salon, 68% of clients have never been asked to buy a salon product. $2.6 billion is spent per year on hair care products sold out of the salon environment, but the overwhelming majority of clients in the average salon doesn’t know, or believe, that professional products are better. Here are some reasons to consider why recommending professional products to your clientele is important:
1. Salon products are better. Generally speaking, professional products use gentler surfactants (cleansers), are more concentrated, and have higher levels of ingredients that produce true results. More than anyone else, hair stylists see what damaging effects occur when a client uses a “drug store” brand. You also see what miracles occur when a client uses a salon brand. You are the most qualified person to explain this to your clients.
2. You will retain more clients by retailing. Based on statistics, you will retain over 90% of your clients if they are purchasing 3 or more professional products from you. Clients who are not buying from you are 60% more likely to leave you.
3. Your clients want you to suggest professional products. For various reasons, including convenience and trust, clients want to know which products you styled their hair with, or which products you suggest would be right for them. After all, they look at you as the expert, the same way one looks at a doctor or lawyer.
4. It builds your credibility as a professional. If you educate your clients about professional products and make your clients feel better about themselves, you will be more to your clients than “an average stylist.” You build your reputation, credibility, and professionalism through “value added” services.
5. It enhances your work and will attract new clients. The better your clients look weeks after they have been to see you, the more they become “advertising” for you. Word of mouth advertising is the best way to attract new clients, but you have to have lasting results to gain that advertising.
6. It requires the least effort on your part to produce income. It is easy money for a virtually effortless sale. Most salespeople usually have gimmicks or hooks to sell their products. You have something more important and genuine: credibility. Who better to suggest a salon product than a licensed salon professional? In fact, most sales are made simply by offering a product.
7. Your clients need hair care products anyway. If you don’t recommend a product, they’ll buy it elsewhere. Doesn’t that seem silly? Most if not all of your clients use shampoos, conditioners, styling tools or hair sprays. They have to buy these products somewhere. Why not from you?
8. Professional products are a tool just like a blow dryer or scissors. You can’t cut or blow dry in strength, moisture, or elasticity. Nor can you build a style without styling tools. The more you think of professional products as a way to solve your clients’ needs, the better your retail sales will become.
9. You get to keep all the profits. As a Salonz Beauty Suite renter, you buy and sell any professional line you desire, and keep all the money you earn.
10 Salon Merchandizing Tips (Compliments of Paul Mitchell®)
- Use individual product signs and ‘shelf talkers’.
- Keep a daily eye on inventory. (Check facings daily)
- Keep products on the shelf edge.
- Basic housekeeping. (Clean and make sure price stickers are on the bottom of the bottles)
- Use category signs.
- Keep up with your product facings according to sales.
- Arrange products for ideal shopping for your clients.
- Dress up your windows with displays.
- Build your salon image with displays
- Learn from the experts. (Visit the malls to get great display ideas)
It’s no secret that retailing accounts for a salon’s profit margin while services cover the overhead. To get the most mileage out of your retail product, Redken® Laboratories, New York, offers its 10 Laws of Visual Merchandising and Display:
- Create touchable product displays.
- Concentrate your efforts on retailing fewer lines.
- Keep the shelves well stocked but don’t overdo it and create a supermarket look.
- Rearrange product regularly so clients continue to notice the displays.
- Create a selling and display standard and adhere to it daily.
- Make sure the entire staff is up-to-date on their product knowledge.
- Plan promotions well in advance.
- Use windows to create merchandise displays.
- Choose an organized and creative person to be responsible for all retail merchandising.
- Dust and restock the displays every day.