Selling hair products to men to boost your barbering business

The male grooming market is booming, which should mean that selling hair products to men is easy. Right? The audience is there, they care what they look like, and they're almost always guaranteed to take your word for what's best. Yet, as with female clients, many salons still struggle when it comes to making a sale. "Retailing is an integral part of barbering as much as it is in hairdressing," ays Master Craftsman and Men’s Grooming Director at the British Barbers Association, Sheriff Mehmet. "Offering the right product which your client needs to maintain their finished look - your service - is essential, and ,en are tuned into grooming more and more these days." Here, Sheriff offers some simple steps to keep in mind with your male clients. 1. The services that the client has made an appointment for will, of course, influence the steps to retailing. Whether it’s a traditional wet shave or quick cut will mean that the recommendation will be different, but the theory should always be the same and you should always have retail in mind. 2. While you have the client in the chair, explain the service you are about to undertake. Make a selection of all the products you will need to complete the service and talk through them before you get started. 3. While shampooing, it’s necessary to recognise the clients needs; for example, thickening shampoo is often a recommendation I’d make for those who have thinning hair. Explain your choice of product to the client and talk about its benefits and results specifically for them. 4. The same goes for hair tonic following the shampoo. This is a number-one seller at barbershops across the globe as the tonic stimulates the scalp for hair growth and is also really refreshing. Again, explain what the product is and its benefits, as you can't assume that the client will be familiar with it. 5. If a client is having a 'traditional shave', a skin analysis is important so that the client knows what you're doing - and how to get the best from their skin at home. For example, I always detail the benefits of using a badger brush for a better shave. It's this expertise that will confirm your status as the expert and, thus, the person to purchase from. 5. Barbering much like hairdressing, in that the end result will require a suitable product to recreate the finish at home. Detail this to your client so that they are aware of how the style was created and how important products are in the process. Sharing knowledge helps deliver the right message that you have what they need! 6. Ensure that you stock the complete spectrum of men’s products that you work with. Men are loyal to their barber and the opportunity to retail is heightened if you can offer everything they need. 7. Let your clients smell, touch and use the products that you recommend. 8. You won’t have everyone buy all things in one visit - maybe only once in a while - but following the advice above should ensure that when they do make a purchase, it is always from you! For more information on education courses www.envybarbers.co.uk