Time to start planning for christmas

Picture: Polonez

When I speak with hairdressers and salon owners I’m often staggered by the lack of preparation they put into specific calendar dates, such as Christmas, that have potential to generate significant revenues for them and their businesses, says salon business specialist Emil McMahon. Of course this particularly relates to Christmas and the period leading up to it, the time when everyone is in the mood for spending, buying presents for friends and family. Salons tend to wait till the festivities have commenced before thinking about what they can do for their clients! A display will be created, some boxed sets that were ordered months ago will be put out in and around the retail stand and the team will have a general meeting about selling as many of the units as possible. Of course, as with everything in life, some salons will be highly prepped, ready to capitalise on the spending frenzy that happens every December, these salons will have planned a structured approach to the biggest sales month in the hairdressing calendar. Generally, they will have created a display that is matched to the promotional packs they have taken in. The festive element will not overshadow the actual goodies. A staff incentive will have been set up with a wide range of gifts and incentives to satisfy all the salon staff. Gift evenings will have been scheduled into the calendar giving clients the opportunity to visit the salon and learn all about the products and who they would be most suited to. Maximise sales:

• Create a defined display showing off the gift packs and promotions
• Don't overdo the Christmas decorations
• Set up an in -salon incentive for all staff
• Host gift nights where clients can learn about the products
• Offer discounts for ‘bulk’ purchases
• Provide a gift wrapping service

Thinking about December as we say goodbye to a lacklustre summer is difficult but it needs to be done so that nothing is left to chance. Discussing what’s on offer with sales reps from existing suppliers and from other companies allows salon owners to ‘cherry pick’ the best deals, the deals that make sense for their business. Then, education needs to be organised. From product suppliers, an update on product knowledge, making sure staff are fully aware of the features and benefits of all the products. Retail skills are a must, some product manufacturers offer this in their education portfolio, alternatively independent consultants can deliver this to salon staff. Explaining to the team the objectives behind the Christmas promotional activity will help alleviate their fear of having to have a big selling push. Christmas is a time for salons to capture sales that are there for the taking, staff need to get behind this and not feel pressurised in what will be their busiest period. Thinking about the festive period now makes sense, it gives salons the time frame in which to prepare and plan successfully, which in turn allows the salon and staff to be completely confident and comfortable with the Christmas spending bonanza.   Emil McMahon offers independent training on retail. For more information contact him on 07885 985843 or email [email protected]