The best time to advise a client about a particular product or product range is during the consultation stage. This way the client has the full attention of a skilled stylist who will analyse the hair and discuss a suitable style based on personality, lifestyle and hair type. During this process the stylist can discuss after care products which are designed to maintain the look of a salon cut.
The consultation process is the ideal time to explain the features and benefits of products; however a client may just be visiting to replenish their own supplies. In particular, the reception area (if there is one) is an important place to advertise and sell products. If possible, have a member of staff responsible for this area at all times.
An experienced receptionist will create a more professional image, be able to answer the phone, juggle appointments and provide a friendly, efficient service. As a valued team member, the receptionist can help with product sales and refer specific queries to the stylist. Sales potential may present itself at any time or area of the salon; be prepared! Use the following guidelines:
Don't think of the display and merchandising stands as the only area to place products. For example if the space is available, use the backwash area and cutting stations to display appropriate products. This promotes interest in a product and helps make any sales pitch less forced and more natural.
The salon experience should be friendly and professional, a client needs to feel understood, relaxed and pampered. It is important not to push a product sale too hard or make a potential customer feel uncomfortable, at the end of the day the choice of product, salon or stylist is their own.
If possible, use the recommended product on the client during their appointment. Place the product container in their hand as you are using it, this is not only informative but will usually provoke a response or question allowing you to talk about the action, features and benefits as a part of normal conversation.
These may include a client picking up a product, reading the display, showing interest in what you have to say (through eye contact and nodding), flicking through a style book or any hair-related question.
This may include open questions, which encourage a client to describe their own needs, thus presenting an opportunity to introduce a new product. Empathise with the client, ask them about their hobbies, likes and dislikes; this will create trust and make a sale more likely.
Be prepared for objections; there is a big difference between a genuine concern and a challenging client. Learn how to turn an objection to your advantage, for example:
Client "That's expensive!" Stylist "Actually, you would be amazed how far this product goes.
Client "I always buy my products from the supermarket." Stylist "The benefit of buying products from the salon is that they are more specialist, can be matched to your hair and style, and you will find your hair much easier to manage. Buying products from a salon is a guarantee of quality."
