Your male clients are loyal to their look and style. Here’s how to make them equally committed to regular retail buying.
While your female clientele want multiple choices, selling to your male clients is a whole different ball game. “Guys need more education, but you can’t be pushy,” says Jason Culala, owner of OGX in Toronto. For Matty Conrad, owner of Victory Barber & Brand in Victoria, B.C., successful retail is a matter of employing a less-is-more approach. “We are authentic in our approach,” he explains, adding that the surge in men’s desire to look well groomed will continue to strengthen retail. Here’s how to walk the line and really give the boys what they want, no questions asked.
Say what you mean
Similar to determining their cut or style, figuring out a man’s product needs is all about the consultation, especially with first-time clients. Functionality is at the forefront for Conrad, who has been a Contessa winner, including snagging the inaugural Fan Favourite Award at the 2015 Awards Gala. “Guys need results, they need to know that the product is doing something and they want to see an immediate outcome,” explains Conrad. He says that giving clients instant satisfaction, which means making everyone look slick and sharp when they walk out, is all the reinforcement you’ll need because they’ll be back to find out which product they need when they hear the compliments coming.
Keep it simple
For men, products need to get the job done, plain and simple.
“You’re not getting them to buy a bundle of styling products,” explains Conrad, who offers his male clients a single product as opposed to offering three or four options. At the same time, Culala says that product loyalty is high for most men, which means that if you get them committed, you’ll have a regular retail following. “They don’t like to change their routine much, so you just need to be straightforward in your approach.”
As Culala explains, sometimes taking a laid-back approach is best. “I tell them the product is here and they can come back.” At the same time, you need to have the right products on your shelf when they do return. Conrad says that offering men a brand that coincides with the same look and feel of your client base is essential. “You really should refine how you’re using the products and take time to understand the process of styling, which cansometimes be overlooked,” says Conrad. When it come to choosing products, both Conrad and Culala say that having options for different hair textures, including something for thinning hair is essential.