29th March 2022
What makes a client purchase retail from your business? Perhaps your shelves are appealing and accessible, perhaps your team are confident at opening up dialogue about the products they use on their client’s hair whilst in the salon, or maybe you have a stylish e-commerce platform that engages and excites potential buyers.
The reality is, if we were all as good as those last statements this blogpost wouldn’t be necessary. And so, over the last 8 (including this one) articles I have tried to look at ways that can help you and your team become better at retailing. If you put any of the ideas mentioned into practice, you will see a change in your retail sales, but please remember, you are aiming for slow and consistent growth, not some mad dash sales promotion that creates a short-lived spike in the amount of products client’s purchase.
The honest truth is, if your client buys something under pressure, they will never believe the product is as good as it probably is, so DON’T SELL ANYTHING, BUT DO TELL EVERYTHING.
To increase your clients and your teams’ interest in the retail products you carry, try different methods of recommendation that step away from old fashioned hard sales techniques and create a more enjoyable and interesting experience for the client and the individual who is doing the recommendation.
Become a curator of products! What does that actually mean? The truest definition of a curator is, someone who acquires, cares for, and develops a collection, a good retailer does just that in their own unique and highly personalised way.
The collection is the products you have available and at your disposal to use, talk about and recommend.
The caring aspect is you and your understanding of your client’s hair and scalp, and the best products and equipment that should be used in salon and at home.
The development of the collection is the bespoke offering you create and curate for your client. The fact that you hand pick selected products and build an exclusive package for the client to enjoy in salon and at home makes you a curator without you even realising it.
But, you must tell your client’s that you are curating their homecare regime because you understand their hair and scalp, you know the products and equipment that will suit their requirements best and that you care for their hair at home as well as whilst they are in the salon chair, and that the collection you have chosen is completely bespoke to their individual needs. Suddenly you have a client who is very interested in what you are saying, and more importantly in what you are recommending.
Give it a go, become a bespoke curator of individual hair care packages for your clients.
