21st July 2025
In Don’t Sell Vol 1 there is a chapter dedicated to PEOPLE POWER, the basic concept is that in the world of hairdressing, like a few other very select professions, salon teams really are very POWERFUL. If the POWER, that they sometimes don’t recognise in themselves can be harnessed, then everything that a salon has to offer becomes more POWERFUL by default, and competing with online shopping becomes less stressful.
Utilising that POWER can create experiences that make salon visits so very special. And, if salon teams use their skills, their expertise and their vision, clients will absolutely buy into the services and the products available, more frequently, and with more belief in what their stylist has recommended.
One paragraph specifically jumped out at me as I browsed Vol 1:
‘Encourage your team to find out what the hook is that grabs their clients’ attention and then build from there. If you type shampoo into any online shopping site’s search bar, you don’t just get a shampoo presented to you, what you get is a story, a story that encourages greater purchases and repeat actions. Online activities showcase lots of different products with alternatives in differing price categories. They also show complementary products that enhance the item searched for. Third party references help the shopper see they are making the right decision because other people have already done so, the sites tell you this as a matter of fact. Online shops don’t worry about price. They don’t make you buy something, they simply offer you multiple choices based on the start point of your shopping experience. What online stores can’t do is talk to you in real-time with the experience of feeling the product work on your hair, now that’s real PEOPLE POWER!’
The message here is that online shopping experiences are really POWERFUL in their own way, thanks to the genius of algorithms, they make shoppers engage without realising it, and yet, the thing missing from online shopping is solid advice from a true, knowledgeable expert, and in the world of hairdressing and barbering, the expert is the person the client chooses to trust with their hair…. that in itself is a pretty POWERFUL fact.
NOTE: If you haven’t read Don’t Sell Vol 1, the basic premiss is about how hairdressers and barbers can compete with (and overcome) online activities that their clients can browse on the internet.
What can hairdressers and barbers do to utilise their SUPERPOWER?
- Understand the products and services they have available.
- Talk to clients about everything in a natural way.
- Don’t Sell anything, but DO TELL everything, clients want to know what’s being used on their hair and why their EXPERT chose what they chose.
- Break down product information into digestible chunks, talk about each product or piece of equipment as it’s being used.
- Use open questions when communicating with clients, the conversation has to be two way to encourage the client to engage. Open questions start with Who, What, Why, When, Where and How.
- If a product is being recommended, the client needs to see and feel it, never talk about anything without it being at the dressing out area.
- Don’t go for overkill, if the conversation feels forced or is like a hard sell, stop, regroup and start again.
- Use third party references to help strengthen the message being shared, Team members, other clients, anyone who adds gravitas to the message being shared helps build interest.
- Don’t be afraid of that little word – NO – it’s something the client is allowed to say, but it doesn’t mean they will say it every time. Be consistent with the approach to discussing retail and services with every client on every visit.
- Know your SUPERPOWER and embrace it. YOU are the clients EXPERT, use your knowledge and skills to share your recommendations, the client will listen and appreciate your information.
The list (above) could go on forever but as a starting point, 10 tips to help hairdressers and barbers recognise their POWER should be enough to start the process of change, change that delivers greater success with retail and in-salon services.
Of course there are other factors that can help, including the brands that are available on salon shelves! Browse through this blog page for more articles about retail.
#ProForPro #KnowYourSuperPower #SalonRetail
