Dom Migele’s salon in Fife is abuzz with retail activity – a quarter of turnover comes from retail sales. Speaking at Salon Smart Glasgow in November, Dom presented his top tips on boosting retail to a rapt audience!

Retail presents a great growth opportunity – it can be a healthy addition to your bottom line, add value to your services and dramatically improve your clients’ experience.

The trick is to adopt consistent behaviours and enjoy the experience of selling. Your goal is to:

First ask yourself, why do clients visit a salon?

To find solutions to their problem
To evolve or renew their image
To look and feel great

“It’s embarrassing to ask for money, especially in the current economic climate” –
So you’re worried that your clients don’t have the money to spend on retail? Everyone has priorities – someone might wear a Rolex watch but use a disposable camera, or have a state-of-the-art camera and wear a cheap watch from the market. The fact that they’re in your salon shows that their hair is definitely a priority!

“There’s not enough time” – Your column is full and you’re busy managing staff, so where’s the time to sell? Make time.

“It’s not my job” – Whose is it then? If a professional hairdresser isn’t the right person to advise on home hair care, then who is?

“I don’t know what to say” – rather than making it easier to sell, focus on making it easier for your customers to buy. Advise the client and present the products to them in a way that puts the them at ease. Make selling part of the conversation, from the outset – just as you’d ask them about their holiday plans, ask them about their home hair care regime. Remember, you are serving the client’s needs, not selling to them. It’s about them, not us!