17th March 2025
R E T A I L — that word, it’s not a dirty word, it’s a word that represents a gigantic chunk of every persons individual spending habits. Everyone, well most people, love to shop, love to spend money on things just for them, as well as gifts for family and friends. There’s something quite comforting about investing your hard earned cash on something that you really want and (or) need.
A trip to a hairdressing salon or barbers is a moment when a client chooses to spoil themself. the psychological effects of a visit to a trusted individual who creates a gorgeous new style cannot and should not be underestimated, it’s a well known fact that a new hairdo is like an endorphin rush, it makes you feel fabulous and everything just feels better! A huge part of this effect is down to the trust that individuals put in their stylist. There’s not many professions where the trust is as important as the end result, we certainly don’t have that [trust] with the people who serve us in supermarkets and chemists, hairdressing transcends the norm, it creates a bond between two people that is incredibly powerful.
And that’s why I get confused when I hear hairdressers and barbers say “I don’t sell products” or “My clients never buys anything from me“. It seems to me that the trust about cutting, colouring, curling, styling hair is 💯 from both sides, but when it comes to recommending haircare to maintain  hair at home, something goes wrong.
My belief is this, hairdressers talk intuitively about the services they offer, and then go ahead and create; it’s all very natural and flows easily. But when a decision is made to talk retail, there seems to be a switch from natural conversation that is two way to a reticent approach that shuts down the convivial sharing of information. It’s as though the stylist thinks to themselves ‘I’m going to try and sell this product‘ rather than thinking about why they chose the specific product or piece of equipment they decided to use and then sharing that reasoning with their client. I also believe that there are hairdressers and barbers who are afraid to  face the reality of a client googling products and this makes the conversation shut down.
What is the answer then? Well I am not the oracle of all things retail but I do think there are some easy steps to help retail become a more relevant part of a salons business, here are just a few:
- Don’t Sell anything, simply TELL clients about everything in an informal and engaging way. Selling is old fashioned, TELLING is informative and  clients respond more openly to the info shared.
- Price products clearly, this takes away a potential barrier immediately.
- Discuss why each product and piece of equipment has been chosen and why it would benefit the client to use it (them) at home.
- Use the trust line – “you trust me to cut, colour, curl, style your hair, you should also trust the recommendations I make about products”.
- Never talk about a product without having it there to give to the client to look at (possession is 9/10ths of the law).
- Make sure you have a loyalty scheme that entices clients to purchase, especially one that gives bonus point on retail purchases – and make sure the points can be used on services in the salon as well.
- PRICE MATCH – when a client says ‘I can get this cheaper online’, match it there and then. This has a double whammy effect, client purchases product and also acknowledges what you have done for them, it’s a real retail loyalty boost.
- Never stop talking product. It’s crucial that clients recognise your recommendations are consistent, they are part and parcel of every visit to the salon.
- GET AN E-COMMERCE PLATFORM – it’s a must do and if you have read previous blogposts you will know it’s a point I make frequently.
- Make sure your retail offering is part of the full experience a client enjoys whilst they are in the salon.
Perhaps most importantly, choose product ranges that create a point of difference in your environment, brands that fit your ethos and salon identity.
More in-depth detail can be found in Don’t Sell Volumes 1, 2 and 3, link can be found in the top left hand ‘burger bar’ at www.emilmcmahon.com
#DontSell #DoTell #ProForPro #SalonExclusive #SalonProfessional
