How to motivate salon staff to sell more retail products effectively

Hannah White, head of education and sales at Monuskin and Carlton Professional, explains how salon owners can inspire their staff to become better retailers, boosting confidence, improving client outcomes and driving business growth.  

Encouraging your team to become skilled retailers not only enhances customer experience but significantly boosts business success. To effectively motivate your team, it’s essential to communicate clearly why retailing matters, provide practical training and reward exceptional performance.

Firstly, education and clarity are paramount. Therapists often perceive retailing as purely sales-oriented, neglecting the intrinsic value it adds to client care. Many therapists feel reserved or shy about selling products due to fear of rejection or seeming pushy. Reframe retailing as an extension of their professional advice and client wellness journey. Demonstrate how recommending appropriate products completes the treatment experience, maintains results and ensures clients feel cared for beyond the salon visit. Clarifying this perspective encourages therapists to see themselves as trusted advisors rather than salespeople, helping reduce anxiety around retail conversations.

Practical training is equally vital. Offer regular workshops or training sessions, focusing on the benefits, active ingredients and ideal use cases of each product. Incorporate role-playing scenarios to build confidence and enhance communication skills. Allow therapists to share experiences and tips with each other, fostering a supportive and collaborative learning environment. As therapists become more comfortable and knowledgeable, retail sales naturally increase. 

To address feelings of reservation and shyness, emphasise empathy in selling techniques. Encourage therapists to genuinely listen to clients, identify their needs and make personalised recommendations.

Develop a rewarding incentive programme that recognises both individual and team achievements. Rewards don’t always have to be monetary – consider acknowledging achievements through staff recognition, extra training opportunities, spa days or product discounts. Regular feedback and celebrating small wins helps encourage continual improvement. Share sales performance data openly, setting achievable targets to strive for collectively and individually. Open dialogue around progress allows therapists to clearly see their impact on business success. Understanding their contributions motivates them to sustain their retailing efforts.

The impact of improved retailing skills within your team is multifaceted. Financially, increased product sales provide higher profit margins and boost overall revenue, allowing reinvestment in staff training, business expansion, and facility improvements.

Operationally, a retail-focused team creates a comprehensive customer experience, significantly enhancing client retention rates. Clients appreciate personalised advice, building loyalty and increasing the frequency of visits and referrals.

Effective retailing also transforms your team into brand ambassadors. As therapists deepen their product knowledge and confidence, their enthusiasm becomes infectious. Personally, beauty therapists will experience increased self-confidence, job satisfaction, and pride in their professional growth.

This enthusiasm transfers to customers, creating a vibrant atmosphere. This positive environment attracts more clients and also makes the business an attractive workplace, aiding staff retention and recruitment.

Hannah White is the head of education and sales at skincare brand Monuskin and devices brand Carlton Professional.