Retail isn't dead! - ep. 90

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Why is retail important?

1. Retention
2. Referral
3. Creates Memory of experience
4. Create Perceived professionalism + credibility
5. Builds trust
6. Continueing education
7. Support
8. Points to use on backbar products and education

If we believe in our industry as professional and know that there is a difference between professional products and non-professional products, why is this not an important part of our business.

We know when client is using the right products and ingredients it is creating style support, color retention, longevity, health balance, - BUT YET we do not have the right script down or make it a part of the experience we want to give our clients.

If you are working for a salon and receive 20% retail commission if you sold $1000 a month in retail that is an extra $2,400 a year more than if you sold nothing

Now there are multiple ways to do your retail from in the salon, digital products to educational videos to, drop shipping to affiliate links.  Choose the ones that work best for you but don’t let it a afterthought meaning make it a part of the experience.

Why we don’t value retail it because of a misconception that we are being sleazy salesmens when in fact it’s based on FEAR

1. Fear of failure
2. Fear of rejection
3. Fear of judgement
4. Fear of dissatisfaction

The reality is that we can not control the outcome however the outcome with be positive when you are focusing on the client and wanting to help find real solutions to their challenges.

Instead, we must see the VALUE in the importance of helping our clients. Build Trust and a relationship with them first and foremost.

There are millions of beauty products to choose from. So we need to find products and results that excite us.

When to speak about retail

Consultation-

• Find The Challenge, problems, and desired outcome.

Questions to ask-

• What are three outcomes that are important to the client:

1. Frizzy free
2. Volume
3. Shine
4. Hydration
5. Anti-aging
6. Thickness
7. Clean beauty- Free of specific ingredients
8. Color Retention

• Inform client that you will educate them on what you need

During Chemical application-

•educate client on why it’s important to use the right products- Instill some fear.  •Read the warning label when doing this process

During shampoo-

• How to properly shampoo and tell what you are using.

• How does that smell?  Feel?

• Use this moment to Heighten the senses

Before Styling- What I am using and the benefits

After Styling- How to use

•After Client views 360°- How do you feel what I used on you today?

• Imagine your hair looking like this every day?

Recap- process,

Introduce three products, open product and smell it and pass it to the client.  People often mirror eachother.

Common Objections

1. Cost
2. No Need
3. Not right now
4. What is our Attitude- Let take a temperature check on where we are and how we can develop a winning attitude.
5. Influence
6. Certainty
7. Communication
8. Thoughtful
9. Enthusiasm

We must be consistent with our effort and keep focus on our goals. You can do this!

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