This became particularly clear when I recently sent an emailing to clients about the installation of a revolutionary air purification system in our barbershop. It uses ionisation, which enables us to provide both our clients and staff with a healthy and virusfree environment. I received numerous positive reactions and was even able to welcome back some clients. This emailing made me realise how important it is during these tough times to reassure our clients by introducing innovations and staying in contact with them via online channels. This also happens to be the focus of Chris Foster’s new column in which he looks at the different ways you can leverage innovation to get through the coronavirus pandemic. It won’t come as a surprise that having an effective online strategy is vitally important in this context! Boosting revenue In this edition of BarberSociety Magazine, we’re sharing tips and advice for effectively boosting product sales in your barbershop. While product sales take a back 4
EDITORIAL
At the time of writing this column, we are once again seeing lockdowns around the world, with barbershops closed in many countries. I’m relieved that barbershops have been allowed to remain open in the Netherlands during our current partial lockdown. But that doesn’t mean it is business as usual. Our barbershop is in the heart of Amsterdam and the absence of tourists and office workers has caused our revenue to fall. While I’m grateful that I can serve a group of loyal regular clients, I’ve also noticed that some of our regulars are reluctant to visit the barbershop due to the high numbers of coronavirus infections in Amsterdam.
seat at many barbershops, selling and recommending products can give you the needed extra boost in revenue. It’s a particularly relevant theme in the run-up to the Christmas and New Year holidays. We’re delighted that Sales Inspirer Rob Snoeijen has written an article for this edition. In the article he explains how crossselling serves as an exceptionally effective sales technique for achieving better sales results in no time. This article motivated me to also start applying crossselling. Check it out on page 11. This edition features several interviews with barbers in which they share how they approach product sales. UK top barber and BarberSociety Live icon Alan Findlay is convinced you should never sell a product you don’t believe in 100%. They must be relevant products that his clients can use at home to create the same look as in the barbershop. Dutch barber Joost Mulleman and German Barber Babe Jessy Hartsoe agree with him and see product sales as an extension of their service. They also
