Providing the right product prescription to boost your business
Published
20th Aug 2010
by rachael
It's often said that clients are a walking advert for your salon, but how do you ensure this 'advertising' lasts once they leave? Prescribing the right aftercare products will ensure they are able to manage their hair effectively themselves, promoting your services right up until their next appointment.
Don't just think about selling products - it's also your job to provide clients with the know-how to use them correctly. Supermarkets offer a huge array of products, but it's your expertise that gives you the edge, so give clients a real value-for-money service, with a thorough consultation and take-home prescription.
Here are some points to consider:
- Thoroughly assess your client's hair at every appointment, analysing the type and texture.
- Ask plenty of questions - how much time do they spend on their hair? What look do they want to achieve? How often do they wash it? What, if any, chemical treatments have they had?
- Nothing speaks louder than visible results, so talk to your clients about the products you're using, as you work, explaining why you've chosen it and what it will do.
- Consider personalised product records, to remind clients what to use, when, and how. Not everyone will want to buy everything you suggest straight away - maybe they haven't been paid yet, or still have shampoo left at home - so it also acts as a reminder for those clients.
- Make sure product knowledge is across the board. Your receptionist should be able to talk about products with the same confidence as stylists, so make sure they're included when you brief your team about new ranges.
- Texture, smell and feel are important, so have open products and demonstration tools out and available, for clients to play with in the salon.
- Offer products at a range of price points to appeal to a wider audience, and consider using loyalty cards or promotions to boost sales with regular clients.
- 'Debrief' clients at their next appointment. Find out what worked, what didn't, and why - it could simply be the case that they haven't used it correctly.
Finally, Jason Brierly from Hair @ Jibe says, "Hairdressers aren't salespeople; they're professionals, and should approach retail in this way. Having a brand that you believe in - and that fits with your salon's image - will allow you to talk confidently about products, and offer genuine recommendations."
