It is that time of year again when we are rushing around and getting prepared for the holiday madness that will soon be upon us. Are you prepared for your holiday retail sales? This is prime buying time! Are your customers thinking of you as a place for retail gifts? Do you have a selection of impulse gift boxes, candles, cards, and items that do not need a professional recommendation? Do you stock the perfect items for hostess gifts or something easy to pick up for the office Santa grab bag? This is the time to think like a true retailer.  Below is a little retail know-how in preparing not only for the holidays but to have holiday profits all year round.

Personal care products in the U.S. are a 60 billion dollar industry and the professional salon and spa products portion of these sales is only a little above 2%. Many salon and spa professionals have the technical and creative skill to provide services, strong relationships with their clients, and have a bridge to cross when it comes to retail product sales.

Retail sales are the highest profit center for the salon and spa and it is an essential part of your business development. In essence the goal should be for your service offerings to drive your product sales. Many clients will become loyal to the products they can purchase at your salon or spa and will want to duplicate the service they received from you and extend their service experience.

Your salon/spa is limited by time constraints on the amount of service that can be provided, whereas retail has unlimited opportunities. The key is breaking the big goals down into smaller steps, because small steps make the big goals happen.

Here are some retail questions that provide food for thought and can support your creating a strong foundation and profitable retail culture.

What is your business message and identity?

Do the retail lines you carry convey this?

How does your business Mission Statement align with your retail product selections and why?

What lasting impression do you want your customers to take away in regards to your retail product offerings?

What products you carry says a lot about your business.

What are your products saying about you?

What do the other retail venues in your area that carry the same lines that your business does say about you?

Are their standards and ethics the same as yours?

Do the products you carry have visibly appealing packaging?

Do they display well?

Do you know the retail lines well?

Is there on-going education scheduled and provided?

Do you have short and long term incentives planned and consistently in place to create excitement and produce sales?

One of the biggest challenges facing any beauty professional is the motivation and confidence. Some people are not comfortable in what they perceive to be a sales role with their clients. They often feel it compromises the art of their craft. However, clients want and need product advice from the professional they trust their skin, nails and hair to. The bottom line is that you sell yourself everyday with your expertise and knowledge otherwise there would be no one in your room, station, or chair.

Do NOT mind your clients’ wallets - let them have the opportunity to make decisions around purchasing products. Even if your client says “no” the first time, it doesn’t mean it is about you or your recommendation. A “no” today may be a “yes” the next time after they have had time to think about it.

Your clients have the “right to know” what products are being used on them with every service. It is your responsibility to let them know the features and benefits of the products being used and why you are using them.

Product recommendations are based on client needs and should be made for each client. These needs will be determined from your client consultation. Remember: if they are not getting recommendations from you, then they are buying product from somewhere else and it may not be the right product.

Client retention is the name of the game when it comes to this business. When we recommend one retail product, we increase our chance of client retention by 30%. When we recommend two retail products we increase our opportunity of client retention to 60%.

Why do most product knowledge classes not work? Product knowledge classes need to be tied into hands-on product application. Service and product learning equal knowledge retention. Plan out a yearly service promotion calendar with the distributors to come to the business and educate yourself or staff on how to use the products. It is critical that you and or your staff “role play” client recommendations during staff meetings. Role playing removes the fear of “selling” because you will know what to say.

The more you and or your staff role play, the more comfortable you will become. It prepares them for objections and how to overcome them. It empowers them with specific dialogue to use and takes away the fear factor.

Extraordinary Client Experience from the Retail Perspective

To support you in overcoming this perception, take the word “sales” out of your vocabulary and replace it with recommend or prescribe.

Every client should have a consultation. Client history should be available including likes, dislikes and personal information. During this time you should be doing mental needs analysis.

Explain the products you are using on your clients by discussing the features and benefits of the product. Let the client hold the product, read the label, and take ownership of it.

The following are examples of what the conversations can look like:

Back Bar - A relaxing scalp massage and shampoo are expected. Inform the client of the products being used and make recommendations according to their hair type and particular needs.

“Mrs. Wilson I am using a shampoo for color treated hair. It will cleanse your hair without drying it out and maintain your color base”.

“How does that smell to you”?

“Now I am using a conditioner for color treated hair that will moisturize and build strength without weighing your hair down”.

“How does that smell to you”?

A relaxing hand massage is a great retail opportunity, and you could offer an exfoliation. Inform the client of the products being used and make recommendations according to their skin type and particular needs.

“Mrs. Wilson I am using an exfoliator to remove dead dry skin and to allow for the moisturizer to penetrate more effectively.”

“How does that feel to you”?

“Now I am using a moisturizer for dry skin. It will hydrate your hands without feeling greasy or leaving a residue”.

“How does that smell to you”?

It is important to ask the “how does that smell” questions. It is the first stage of getting your client’s acknowledgement of the products you are using and their positive reinforcement.

Even though our service environment may be different in the treatment room, it is just as important to educate your clients. You can quietly and soothingly describe the features and benefits of the product as you use them. It is even more essential since your client will only being hearing about the products and not be seeing them as they are used. Remember, we are not going to be talking during the whole treatment just focusing in with simple descriptions when appropriate.

“Mrs. Wilson I am using a cleanser for normal to dry skin. It will cleanse your skin without drying the surface of your skin and help to maintain a moisture base”.

“How does that feel to you”?

“Now I am using a special mask for deep hydration that will moisturize your skin and give it a beautiful glow. You will want use it three times a week after cleansing and leave it on for fifteen minutes”.

“How does that feel to you”?

At the end of the service walk the client to the desk and do the one minute recap. This is the what, when, why, and how of the product. Discuss advantages such as size vs. price vs. concentration.

Close the sale by saying, “These are the products that I recommend. Which of these would you like to take with you?”

Are you using a 5-3 and 3-1 ratio for sales? Start with large size items and down-sell to the smaller sizes. “Could you use a gift with your purchase too?” A prescription or recommendation list and samples should go home with the client. The package should be presented well - ensure your team members are stepping around the desk to give the package to each client.

Coming up with your own answers to these questions can help bring clarity to your retail goals. Without having strong answers and a game plan your retail will never be where it could be.

Reach out and ask for their feedback, solutions and ideas to help you create a retail culture where everyone can answer the above questions and feel confident and proud of the lines you represent. Another option to take you to the next level is working with a retail coach who can help you to not reinvent the wheel, shorten your learning curve, and get you on the road to retail success faster and more efficiently. Happy Holiday Sales!