I hear a lot of hairstylists say “I am a creative artist. I like to colour and cut hair, but I hate to sell. That’s not my job.”
I believe it is our professional obligation to suggest retail products. The alternative is to send clients to the drug store. They have to buy the products somewhere, so why not from you? Nobody likes to buy, but everybody likes to be sold to. You are their trusted advisor. If they trust your judgment enough to let you cut and colour their hair, they will trust you to advise them on which products are best for them if you let them.
When I work with top performers in the salon industry, the common thread between them all is that they don’t see themselves as ‘selling’ to people. They see themselves as an expert adviser who is offering value and making people look and feel better. They never think they are bothering their clients.
Here are some suggestions for you to get started if you’re still nervous:
1. Never think in terms of selling people. Think of it in terms of helping people and enhancing how they look. You are the professional, so your clients look to you for advice and expertise.
2. A great way to start speaking to people about product suggestions, in a non-threatening way, is to say “May I make a suggestion?” When they say “Yes,” follow up with a useful product catered to one of their specific hair concerns.
3. For every client who comes in, have a game plan for making him or her look better. Have a goal with every client of introducing and talking about two or three products that would be good for them during the course of their visit. Breaking it down this way makes it less intimidating.
4. Know your product. If you don’t understand what you are offering, you can never suggest with confidence and you will lose your credibility with the client. As you are doing your service starting at the shampoo basin, talk about what you are using on their hair. Be proud of what you offer, it will show!
5. Watch people in your salon who may do retail better than you, and observe how they talk to clients. Your salon consultants also should also be more than happy to offer you training. Practice in training sessions by role-playing to get more comfortable with the process.
Charles Marcus is a highly sought after business educator and motivational speaker both within and outside of the salon and beauty industry. For more info visit his website at www.cmarcus.com.
Copyright 2013: Charles Marcus. The Empowerment International Group Inc.