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Articles
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Why Recommend Salon Brand
Products?
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Why bother retailing salon products? In the average salon,
statistics show that 68% of clients have never been asked to
buy a salon product. $2.6 billion is spent per year on hair
care products sold out of the salon environment. Again,
statistics show that the overwhelming majority of clients in
the average salon don't believe professional products are
better.
Here are some reasons to consider why recommending
professional products to your clientele are important:
1. Salon products are better. Generally, professional
products use gentler surfactants (cleansers), are more
concentrated, and have higher levels of ingredients that
produce true results. Of any person, Hair Stylists see what
damaging effects occur when a client uses a "drug store"
brand. You also see what miracles can happen when a client
uses a salon brand. You are the most qualified person to
explain this to your clients.
2. You will retain more clients by retailing. You will
retain over 90% of your clients if they are purchasing 3 or
more professional products from you (based on statistics).
Clients who are not buying from you are 60% more likely to
leave.
3. Your clients want you to suggest professional products.
The biggest complaint people have about their hair in a
survey, was they could produce the same results at home
their stylist
did in the salon. This tells you that clients want to know
how and with which products you styled their hair.
4. It builds your credibility as a professional. If you
educate your clients about professional products and make
your clients feel better about themselves, as a result, you
will be more
to your clients than "an average stylist." You build your
reputation, credibility, and professionalism through "value
added" services.
5. It enhances your work and will attract new clients. The
better your clients look weeks after they have been to see
you, the more they become "advertising" for you. Word of
mouth
advertising is the best way to attract new clients, but you
have to have lasting results to gain that advertising.
6. It is part of the industry. The stark reality is many top
salons require stylists to retail up to (I've seen as high
as 35% of their service dollars, in retail sales). Most
salons that require retailing, expect every stylist to
retail at least 15% of their overall volume in retail sales.
7. It requires the least effort on your part to produce
income. Also, the more adept you become in recommending
professional products, the better you will be in
recommending additional chemical services. The bottom line
is... it is easy money for you to make. It is virtually
effortless.
8. If you do not recommend a professional product, your
clients will buy products elsewhere. Virtually all of your
clients use shampoos, conditioners, styling tools or hair
sprays. They
will buy these products somewhere. Why not from you? Unless
you own stock in Woolworths, why send your clients there?
[Forgive my sarcasm.]
9. Professional products are a tool just like a blow dryer
or scissors. You can not cut or blow dry in strength,
moisture, or elasticity. Nor can you build a style without
styling tools.
The more you think of professional products as a way to
solve your clients' needs the better your retail sales will
become.
Fiona Gordon
www.vincentdavianny.com.au
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