Selling Products: It IS Your Job
by Trash Talk with Anna Craig on Monday, March 28, 2011
Hair has been Anna Craig’s passion since she was 12 years old; this has always been her path in life. In 2001, she went to school in Tempe, AZ, at the Carsten Aveda Institute. After doing hair for about 5 years, she realized that precision haircuts were her specialty, after years of thinking that color was her calling. After doing hair in Arizona for several years, she took the plunge and moved to Texas, and her career took off. She soon opened her own salon, Trashy Roots Salon & Spa. There she became a Certified Deva Stylist, specializing in Curly Girl haircuts. She is also an Artistic Educator for Pravana, which gives her the opportunity to go out to different salons in the area and educate them on new products and techniques. She is very involved in her community—holding annual cut-a-thons, participating in benefit hair shows, and helping with local beauty schools.
It’s crazy the number of stylists out there that don’t sell or know how to sell retail to their clients. A common thing that I hear is “I’m not a salesperson.” But you are—sales is our business. Not only do you want your clients to use the best products out there for their hair, but you want them to come back to you. If a client can’t replicate her hair at home like you did in the salon, she’s more likely to find another stylist because her hair never looks good. If you show her how to style her hair with the proper products and educate her on how to use the products, she will keep coming back.
From the moment a client sits in my chair, I ask them about what products they have been using on their hair. This will also give you an idea of what kind of client they are. If they use tons of different salon brand products then you know they probably frequent a salon more often. If they use generic grocery store products just based on price, you might have a harder sell, but if the product is right you might have a deal. I then educate my client about what type of product my salon carries and how our products differ. I also let them know about any specials we might have going on. I talk to them about the different products I am using on their hair when I start to style their hair. Then, when I walk them up front to check out, I go over to the retail section and show them exactly what I recommend for their hair—and why. This is the chance to put products in the client’s hands so they can look at it. If a client touches the product they are more apt to buy it. I will again go over special sales when I am up front.
Salons should always have a product on sale or have a special. This helps put a focus on different products every month. If a particular product isn’t moving off the shelf, highlight that product this month so clients can get interested. If you receive a new product line, put a special on it, like 10% off, to get people to try it. Once they see how spectacular the products are, they’ll be hooked. Offering a trade-up program helps get the ball rolling—trade in 1 generic grocery store product for $5 off a salon product. Make sure your shelves are fully stocked, especially on the most popular products.
Retail plays such an important role in our salons. Salon products to a stylist are like a prescription to a doctor—they keep the clients looking good and happy just like a medicine keeps a patient healthy. It’s your job to keep your clients looking good at all times.