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SEARCHDriving retail sales in your salon comes down to the conversation you're having with the client while she's in your chair. Beauty Solutions' Wes Brown shows you how to create a roadmap for each client, improving the chances she'll buy the recommended products.
Wes Brown, vice president of marketing for Beauty Solutions, LLC.
A salon client has certain expectations about her beauty experience that not only include how she’ll look and feel when she leaves your salon, but also how her hair looks between appointments. How her hair looks at home depends on how she’s taking care of her hair, and in turn, much of that depends on what recommendations were made for her at the salon.
“If a hairdresser goes through an entire visit and doesn’t share insights and opinions about the condition of the client’s hair, and what they should do to make it better, or if a stylist neglects to show the client how to recreate her style at home, statistics show that many clients will perceive an attitude of indifference,” says Beauty Solutions’ Wes Brown. “If the hairdresser doesn’t care enough to go there, then why should the client be inclined to make a return visit?”
Of course, the opposite dynamic is true. If the hairdresser takes the time for a thoughtful and complete consultation and openly addresses the client’s perceptions about their hair, it opens up an entire “Roadmap to Success.”
For example, Brown encourages stylists to ask their clients, “What do you or don’t you like about your hair?”
As you’re anticipating the answer, “Pray for problems,” he says. “Because for every problem, there is a product solution. Make sure you take notes on your iPad or phone and save those notes to your client’s file. That becomes your roadmap.”
While a complaint of dull color requires one solution, an observation of dry hair requires a different one. A successful stylist will seek to solve all of their client’s problems.
For example, a successful stylist might say: “Yes, your hair is drier than I’d like to see, and it’s leading to some breakage. We can do a deep conditioning treatment today, and I’ll make a suggestion for a really awesome hydrating treatment that you can use at home a couple times a week. I think we’ll see an improvement by your next visit. How does that sound?”
Retailing, says Brown, is really about communication and understanding your client’s needs. “It takes on a critically important role in the client relationship,” he adds. “Never skip the consultation, and always recommend the right products when appropriate, and you’ll always meet or exceed your clients’ expectations.”
The idea of developing an overall game plan for your clients is a particular strong strategy in today’s retail environment. Your clients are expecting you to take a leadership role, but when you don’t plenty of other outlets that sell beauty products will. “California salons in general are taking a hit. We call it distraction, Amazon calls it growth,” Brown says.
Think of everywhere you can remind your clients you are a beauty product destination. For example, Brown recommends planting a reminder in your text confirmation. It could say, “We have you down for a highlight service on Thursday at 4:00, would you like us to reserve a hydrating or blonding shampoo for you?
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