“Each month, ask team members to select a ‘product of the month,’” she advises. “Once they choose their product, they will then focus on using that product on as many clients as they can to see how well it works with every different hair type, skin type, etc. In the following monthly meeting, invite each team member to share how the product worked, how the customers responded, their resulting sales, successes and challenges. Remember, the more your business revolves around your team members’ successes, the more they want to play and the more they want to succeed.”
Q. How can I help my staff conquer their fear of “no”?
A. Valenzuela believes the fear of no started in all of us around the age of two, when we began to associate hearing it with doing something bad. “Service providers are scared that when they sell they’ll be viewed as pushy and will scare off their clients. They don’t want to sell, because they are afraid of hearing ‘no,’” she says. “But the word ‘no,’ can also mean, ‘Not today,’ or ‘I already have a similar product I need to use up first.’ If your service providers are supported with a response they can use when they hear a ‘no,’ they will be far more comfortable educating a client about a product.”
Valenzuela suggests that when a client responds with a ‘no,’ staff should be scripted to say, “OK, not today, it’s always right here when you come back.”
Q. How should I arrange my shelves for maximum sales?
A. When you put a product line out, your goal is not to display, but to explain, suggests Millard. “Take the time to add descriptions about what products can do for your clients. You attract attention by displaying signs that read something like, ‘Need volume?’ Even if the client doesn’t have that specific problem, it will trigger them to ask about their own needs.”
Put your very best sellers at eye level and in the window, continues Millard. And, amplify your successful products. “If I were a salon owner, I would bolster my financial stability by increasing my sales. If you specialize in color, then double the amount of color protecting products you carry—it tells the customer that this is a big deal. When you have conviction about something, put it out there.”
Millard also advises owners to use images in their displays, because clients are attracted to beautiful people.
“Whenever possible, make the effort to add a framed photograph of a person showing the effects of the product you are selling and place it right next to the product and shelf talker that tells what the product does.”