Stylist Jamie Cress Shares Her Strategies for Driving Retail Sales

Stacey Soble | February 21, 2019 | 3:06 PM

Retail whiz Jamie Cress claims she’s never sold a day in her life, but she does start educating clients about retail during their first consultation. As a result, more than 50% of her guests purchase retail.

“I spend at least 15 minutes with a new guest on a consultation and we go over everything—their hair challenges, when they’ve loved it best, what products they currently use, what tools they use to style it,” says Cress, a master stylist and haircutting educator at Centre Salon and Spa in Westminster, Colorado. “I’ll talk to them about how even a good product could be causing them problems if they are using it incorrectly. Throughout the entire service, I’ll show them recommended products, talk about what I’m using and what they should use at home.”

One of Cress’s favorite strategies for existing clients is to ask them to take out all the products they have at home and snap a picture on their phones. “I’ll review the pictures with them and talk about what they should keep and what they can let go of. We’ll talk about shelf life and why products don’t last forever. Then, we’ll talk about when and how they should use each of the products in their picture, and we’ll talk about what they might need to fill in the gaps.”

Sometimes clients inherit products from someone else, or they buy something for the wrong reason—maybe they like the smell, but it isn’t a product they should be using. Cress helps them edit their collection then supplement it, so they end up with the best lineup with a full understanding of when and how to use each product.

Cress believes she’s a chemist at  heart, and she loves to tell clients about product ingredients and why they work. “For example, I’ll point out the maize in corn is what give this product hold, or this one’s main ingredient is amla fruit which is a natural thickening tonic,” she says.

At the end of the service, Cress escorts the guest to the salon’s experience center where she walks guests through her recommended products, and as a result they usually take home something.

On May 19-21, the Data-Driven Salon Summit in Atlanta, Georgia, will spotlight data stars like Jamie Cress in a hands-on workshop approach to mining the metrics to drive salon performance. Learn more at

Check Out the Other Stories in the DATA STARS Series:

Stylist and Owner Jyl Craven Discusses the Game Plan that Helped Her Reach more than $550,000 in Sales

Stylist Amanda Paul Explains How She Averages More than Two Services Per Guest

Harry Wood Shows Stylists How He Brings In $60K in Retail Sales

How Gadabout Motivates the Guests Services Team to Pre-Book

By Strategically Planning for Growth, Salon Spa W Averages a 20% Growth Year after Year

How Gary Harlan Brought in more than $600K in Individual Service and Retail Sales in 2018

More from Salon Management

Tech Trends Sponsored by Vish

How Understanding Your Color Data Leads To Huge Savings And Profit Gains

May 16, 2019

The more you know, the more you save and the more money you make. That’s true of everything in your business. When you’re informed, you can make informed decisions. Knowing your numbers when it comes to hair color usage is particularly helpful because it’s so easy to over-use product and undercharge for services. Here’s how three salons, with the help of Vish software, were able to analyze the data available at their fingertips to determine which services were losing money and which were producing healthy profits.

Salon owners, find out how to avoid credit card processing fees, track tips and invent hair salon tipping for your team.
Career Sponsored by Tippy

3 Important Financial Management “Tips” For Salon Owners

May 9, 2019

Are you dealing with credit card processing fees; tracking tips for taxes; even looking for ways to motivate your clients to tip your stylists well and often to supplement their incomes and keep them doing hair at your salon happily ever after? Tippy claims to reduce credit card processing fees for salon owners and increase tips for service professionals.

Team Building
Team Building

Top Tips for Recruiting Beauty School Students

Kati Whitledge | May 1, 2019

One of the best ways to grow your own team is to hire them right out of school and train them in your systems, but how do you get your salon in front of graduating students? Be Inspired's Kati Whitledge offers some key tips for networking with your local cosmetology schools.

Financial Management
Financial Management

How to Finance a Salon

Meredith Wood | April 12, 2019

Need a little capital to grow your dream salon to the next level? Financing may be a powerful option, but it's important to understand what you're taking on and exactly what it will cost you. Meredith Wood, editor in chief and VP of marketing at Fundera, walks you through the ins and outs of financing.

Modern consumers are shifting habits when it comes to hair, opting to view caring for the scalp and hair as part of an overall wellness routine.
Salon Management Sponsored by René Furterer

3 Good Reasons To Add Scalp Treatments To Your Salon Menu

April 9, 2019

Are scalp treatments the new balayage? Are these luxurious and beneficial treatments the next salon service poised to explode and also go the distance? All indicators point to yes! Are you ready ride the scalp treatment wave and take advantage of the opportunity to meet the growing demand for these services?

Load More