Nominate product experts
Talking and sharing knowledge is the best form of education. Nominate stylists to be responsible for the new products being launched. Get them to experiment with the new products and share their knowledge with the team at the weekly meetings. Encourage staff to have a product of the week – something they haven’t been without and explain to the others why. Communication is essential with retail!

 
Have fun with role play
A great one is to ask your stylists to use a shampoo only, wash a client’s hair, and then style it without any other products. Every time the response is the same – how? Hair is fly-away, knotty, difficult to style and the style won’t hold. Now, explain this is how customers must feel whenever they leave the salon and wash their hair at home without the correct products. It’s a great role-play and quickly gets the concept of recommending retailing for a salon finish at home.

Tell not sell
It’s not about selling a product, it’s about recommendation. Staff should understand that they are experts in their field and be confident that the products they are discussing with the customer are the products for their hair type and style. If people want to enjoy their hairstyle after the first wash, the products recommended by each stylist will enable that. Staff need to get past the fear, it’s not selling, it’s telling!  Plus, it’s helpful. So, remember, “Think tell, not sell”

Introduce new treatments
Introduce customers to new treatments and products through linking with a treatment they regularly book. For example, if they always have a cut and blow-dry, why not consider a complimentary conditioning backwash treatment? The chances are they will opt for another one next time they come back – and that’s an extra £5 to £25 on your customer bill! If you don’t want to personalise it, then offer the complimentary treatment to all customers over that month and then look for a new treatment link the following month, i.e. a free head massage, colour gloss, etc. It’s always better to introduce a new product or treatment than offer a discount on a service the customer always requests.

Give them space
Retailing should been seen as another staff member who you aren’t actually paying!  Never underestimate the strength of a good retail are, regardless of how much space you have, but allow as much space as you can. Don’t put the products out of hands reach otherwise customers won’t want to pick them up and look. Image is all–important. You want to encourage potential customers off the street into the salon. Once you’ve enticed them in, then you also need to think about the look the retail area – is it tidy, does it look appealing, is it clean, is it full? It’s more about the perception and how space is utilised rather than the amount you have.

Try these tips, and keep checking back here regularly for more expert advice on boosting retail profits!