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Selling to the cash-strapped
“If we are to believe all that the national press is predicting, we are in an economic downturn. This can make people nervous about spending. However, hair is something that is difficult to ignore. Whilst you can make do with last year’s clothes, bad hair can be truly depressing and of course, you always need to wash it! All this means that with focus, hairdressers should not only be able to ‘ride the storm' but actually grow their business.”
This is the advice of Simon Ostler, managing director of TIGI, the company behind such successful brands as Bed Head, Catwalk and S Factor.
Below are his tips to help you ride out the storm!
Presentation
How your window display looks is crucial to successful retailing. Cross over the street and take a hard look at your salon. Is it telling the passer-by what you sell? Is it inviting, vibrant and eye-catching? Is the exterior, clean and freshly decorated? Would you be enticed into entering the door to buy some hair care products? The front of your salon is the most expensive area – so don't fill it with a reception desk and sofas, make it work for you.
Emotion
Don’t be emotional about your retail sales. The important thing is that you sell the merchandise. This means clear labelling, visible prices, products that can be picked up and examined, choice, well stocked shelves, clean, dust-free displays and regular promotions. Don’t think of your retail area as an artistic display – where one or two products are 'artistically placed' in a locked cabinet.
Multi-branding
Most people like shopping in department stores and supermarkets because they are offered choice. By retailing several complimentary brands you will increase the perception of your salon's retail area and will see that clients and passers-by will be more inclined to buy products from you.
Convenience
Supermarkets have massive retail sales because it is convenient to shop in them. But, it is also convenient to shop for hair products in the salon – after having had your hair 'done'. So, every time a client comes for an appointment, you should be able to sell them two months' supply of hair products. Now that is true convenience!
Focus
With focus your staff will merely have to impart information on products. Tell your clients what has been used on their hair, place new containers of that product in front of them, let them pick up the bottles and look at them (holding a product gives ownership.) This isn’t about a 'hard sell', but just about directing information.
Sell shampoos and conditioners
Many hairdressers are good at retailing styling and finishing products, but often ignore shampoos and conditioners. Not everyone uses styling and finishing products, but most women use shampoos and conditioners, so don't forget to offer information or advice. Also, point out that when you look at the cost per mil or cc, most professional wet lines are comparable to the 'designer' products sold in supermarkets, Boots and Superdrug. It is a misconception that professional products are much more expensive!
A last bit of advice
Make your salon look amazing, give great customer service, get your staff focused on the value of retailing, be clear in your objectives, never underestimate the value of retailing. Make retailing as important a focus as cutting and technical work.
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