Salon owner and cutting expert Anna Craig offers tips on running your business.
Ron King, L'Oreal educator, writes about his "easy-wear" philosophy.
Globetrotter Antonio Gonzales got his start doing his sisters' hair in Trinidad.
Ivan Zoot addresses haircutting.
Are Sales Important in the Salon Industry?
by Trash Talk with Anna Craig on Monday, November 8, 2010
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 also very involved in her community; holding annual cut-a-thons, participating in benefit hair shows, and helping with local beauty schools.
As stylists, we are always being told to sell, sell, sell. Retail sales play a very important role in the salon. This assures that your client is using the best products for their specific hair and that they can replicate their look at home. Salon products are by far superior to store-bought products, are only guaranteed if bought in a salon, and are 10-15% less expensive if bought in a salon versus the grocery store.
By educating your client with this information, clients won’t feel like you are just trying to sell them junk to make a profit. Sometimes clients feel as if we are just trying to make our commission off of them and that we don’t really care what they purchase as much as how much they purchase. If a client purchases retail from you, this shows that they trust you and your referral. The entire time you are working on your client you need to be asking about what products they use at home and what products you are using on them. Then when you are finished with the client, take them to the front and talk again about what products you recommend.
Each time put the product in the client’s hand, the more they touch the product the more they feel attached and the more likely they are to buy the product. Talk about the different key points of your products (ie: if they are green, organic, natural, perfume-free, alcohol-free, etc) because clients want to know the differences between what your salon offers and what salons down the street offer. By carrying a unique line that isn’t offered everywhere in your area, this will assure that clients have to return to your salon to purchase the product that only you offer. Also by carrying products that don’t get diverted to the grocery store helps your sales because they can’t find the product anywhere else. Even if you just sold your client products the last time they came into the salon, don’t assume they don’t want to purchase again. Talk about their children and spouse and what they are using—sometimes their kids are stealing their products and they might need their own. Alert your client of all the retail sales that are going on in your salon. If the client is on a budget this might encourage them to buy because their favorite product is on a deal.
As a stylist you are also selling yourself and your image. When you meet a stranger in public, do you tell them that you do hair and talk about where you work? When you leave a tip in a restraunt do you leave business cards? Does person you know that you do hair? Are you getting a lot of repeat clientele? Do you hand every single client that leaves your chair your business card? If you said no to any of these, you are not doing the job of selling yourself. Clients can go to any other stylist— they’re not bound to you by contact. But you want them to only choose you. From the first time you do their hair you want them to be sold on you and only you. They need to know your name, have plenty of your business cards, know your schedule, and have your salon phone number.
It’s amazing that so many stylists forget those key little points. Your clients should fall in love with you doing their hair. By doing a little extra at each an every appointment, they won’t get over you and find someone else. Clients call up at the salon all the time and can’t recall who did their hair last and don’t really care who they see and that means they weren’t sold on a stylist. You want that salon phone to be ringing and for everyone to be asking for you. Referrals are our best advertising resource and the best way to know that your clients love you if they are referring you to everyone they know. Even if a client has been coming to me for years I still treat them like the first time they came in the door. We are selling an image and you are your best advertisement. So look the part, look like a hair stylist. If people never assume you do hair then you need to work on selling your look too.
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Business Building Techniques Begin having frequent staff meetings and collaborate on business building techniques used by others that you work with. Every salon has success right inside. Get the top booker to explain how they do it. Pair the weakest with the strongest and let them work next to each other. They can learn from what they hear and see. Do the same with retail sales. Share the ways that the top stay on top. Geno Stampora, Stampora Consulting Inc. |
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