31st July 2024
If you have read Don’t Sell Volumes 1 & 2 you will already know what ‘the rule of 15’ is. If you haven’t, here’s the details.
The basic premise is that clients all have a bundle of products in their bathroom cabinet, lots of them being purchases they made online, in chemists and supermarkets that didn’t live up to the expectations of what they actually might do.
‘The rule of 15’ simply states that almost everyone has lots of different products and pieces of equipment that they use on their hair, and the ultimate objective is to get clients using everything that their hairdresser or barber recommends.
Prior to lockdown, ‘the rule of 10’ was more relevant, but online shopping and experimentation changed everything whilst we were all staying at home twiddling our thumbs. And yes, lockdown is still relevant today.
‘The rule of 10’ was based on the simple principle that stylists use at least 10 different products and pieces of equipment whilst delivering their service in salons.
But now, in no small part, thanks to what we did during lockdown, it has actually increased. The experimenting that clients now more freely participate in, styling their hair in alternative ways at home, plus the addition of some spectacular new products that are additives or additional services that salons can offer, the 10 has shifted up a notch or two or three. This means the 10 is now more likely to be 15 / 20, and that means the opportunities for you to successfully recommend a product or two that the client will take home has increased by up to 100%.
All hairdressers and barbers need to do is open up dialogue with clients in an easy to understand way, let the client be involved in the decision process, talk to them about what they use at home and why, and then explain why, as their chosen hair expert they decide what products and equipment to use and why they make those decisions, and how the client can replicate their salon look at home.
It’s simple – Don’t Sell – Do Tell – thats the best way to encourage greater engagement and more successful retailing in salons.
