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Management Practices

May Musts

July 10, 2011 | 5:24 PM
Do your retail lines meet the unique needs of your client market? Consider this:

May MustsStart with your staff.

At the next staff meeting, conduct a frank discussion, asking staff members if they feel their clients’ needs are being met by your current lines. Do they ever recommend products you don’t carry? Make a list of missing categories, such as thinning hair, curl control, sensitive skin…

Survey your clients. Put together a written or online survey and give your clients a sample product to encourage participation. Inquire about their biggest beauty issues. Have they purchased products in your salon that address these issues? What professional products do they buy outside of your salon, and why?

Conduct a focus group. Take your client probe to the next level by gathering a group of your top 10 clients. Again, ask about their needs and satisfaction or dissatisfaction about your product offerings. What would they like to see? Find out what they buy elsewhere and why. You can even invite them to trial products you’re considering adding and ask for their honest opinions.

Analyze your sales history. Your staff and clients may be honest, or they may tell you what you want to hear, but numbers never lie. Look at your retail history. Are sales up or down? Ask your DSC how your sales compare to other comparable salons.

Consider other factors. If your research reveals that your retail does meet client needs, look at other factors that may interfere with sales. Do you have offerings at different price points? Are your staff members educating clients about your products? Are they making specific recommendations? Does your retail area encourage a positive shopping experience?

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