How to improve your salon’s retail figures
There are often objections and reasons from therapists about not retailing, with the most frequent being that their clients don’t wish to buy products and come only for treatments; the same clients whose objective for visiting the salon is to achieve results. So, is this just an assumption?
Many therapists choose to think “retailing” is a dirty word, and draw images in their mind of pushy sales people, but it doesn’t need to be this way; you can choose to see it as a benefit for both you and your clients.
The biggest step is to take the time to create an attitude adjustment and believe in yourself and your abilities – you are the expert. You sell treatments, so why should homecare be any different?
How to do an active treatment consultation
While many therapists associate retailing with the end of the treatment, it actually starts at the beginning within the consultation.
At this stage, you have a captive audience sharing details about their skin and what they wish to achieve.
This is the point where you can manage their expectations and discuss how consistent use of the homecare products you will be recommending will help them achieve their goals.
Ensure the consultation is a two-way conversation, with you asking open questions and completing the form.
This allows you to explain the relevance of ambiguous questions on the form as well as helping to build trust and rapport.
If you just give the client a consultation form to complete and skim read before proceeding with the treatment, they may not answer everything accurately and just see it as an unnecessary task.
Recommending the right products for your client
Ensure you listen for key clues within the consultation and treatment which will help you devise a homecare plan that will suit your client’s needs.
If they mention finances being tight, then look to recommend products that may be more appropriate for their budget.
For example, if your brand has smaller options or travel-sized products available, look to recommend these first as they have a lower price point and the client may be more likely to buy the full regime of your recommendations for the same cost as one or two of the larger sized products. Recommending smaller sizes avoids embarrassment if they cannot afford larger sizes and avoids them saying no.
Skin kits or collections are also a great way to introduce clients to the recommended products and offer a full regime in one easy-to-use kit.
This also serves and a single unit and so for those therapists who are embarking on their retailing journey, is an easier option rather than individual products.
Ensure you measure the client’s sophistication levels too. If they are new to skincare, don’t overwhelm them with a complicated multi-step regime as this is likely to turn them off.
Keep your recommendations simple initially and prioritise the products most needed for their key concern.
By comparison, if your client is a seasoned skincare user, ensure you are recommending and explaining how to use the products to their best.
If they have a current regime with products from other ranges, rather than suggesting products which are likely to “double up” on what they already have, look to fill in the gaps.
During the consultation you will have determined what they already use and so look to add in formulations which they are not currently using.
Remember to recommend the full regime for their needs and let them know to swap over once they have finished up what they already have.
Many brands have resources available to record your product recommendations and offer additional advice about the client’s skin. These are especially useful to help clients understand your recommendations and many have a carbon copy for you to retain and follow up with later.
Ultimately, we all buy skincare products from somewhere so if you are not retailing the recommended homecare to your clients, not only are you doing them a disservice but you are driving sales to the high street.