How to sell the Gorgeous brand

me&gorgeous

RETAIL SALES

is it SELLING? or is it SERVICE?

LETS LOOK AT THE STATS EVERY customer that visits YOUR salon buys Shampoo / Conditioner / Styling products if it’s not from you, then it’s from somewhere else.

89% of you customers own an electrical styling product. if it’s not from you, then it’s from somewhere else.

Every customer owns a hair brush if it’s not from you, then it’s from somewhere else.

Every customer looks for advice on how to style their hair at home if it’s not from you, then it’s from somewhere else.

EVERY CUSTOMER WHEN THEY STYLE THEIR HAIR AT HOME WANTS THEIR HAIR TO LOOK AND FEEL THE SAME AS WHEN THEY LEAVE THE SALON

BUT DOES IT? Ask your customer...what do you think the answer will be?

So what do they want AND NEED? Shampoo Conditioners Treatments Styling products Electrical styling products Brushes Styling advise

WHAT DO YOU SELL? and who makes their hair look fabulous?

SELLING or SERVICE? (it’s all in the mind) Selling is a state of mind.

When does selling something become a service?

If your customer asks you how to make their hair look and feel the same as you do it “is that a service or are you selling something?”

If they ask your advise on what colour they should go to “is that a service or are you selling something?”

If your customer wants a change in style and asks you what you suggest “is that a service or are you selling something?”

You sell every day

you just don’t realise it

why do your customers come to your salon?

TRUST They totally trust you to cut / style / colour / bleach their most precious asset.

They are happy to pay in some cases huge amounts of their hard earned money to you for that service.

QUESTION So are you happy, to then, let them go out of the salon and buy products that will wreck all that attention and money they have just spent with you?

Products that will never achieve the look you have just created, or, take care of that look until next visit?

IT IS YOUR DUTY TO ADVISE ON THE CORRECT AFTER CARE TO YOUR CLIENTS

What is the best advertisement for your salon?

If your customers hair looks fabulous and all their friends, work colleagues and family ALL say “your hair looks fabulous� where do you go?

That is the best advertising you can get!

So what can you do to get those recommendations and retain that loyalty?

How do you make sure that your customers hair always looks fabulous?

give them the tools and advise they need to maintain that look

ADVISE OR SELLING?

WHY DO I HAVE TO SELL? “I’m a hairdresser not a salesman, I don’t know how to sell.”

This is how a lot of hairdressers feel, which is understandable. But again advice is not the same as selling.

Every time you talk to your clients just think of it as advice an how to keep their hair looking fabulous.

If you were talking to your friends and you told them of this new product that you use and how fantastic it is and how it makes your hair feel great, would you feel like you were selling?

So think that way when you speak to your clients.

You want them to have fabulous hair ALL the time not just in the salon.

You are just sharing your inside knowledge and experience with them.

ADVISE OR SELLING?

So now we know how important it is to make sure your customers are using the right products. Where do we start?

“Our salon has decided to increase our service levels to all our clients.

We want to extend our after service to all our clients to make sure that their hair always looks as good when you style at home as it does in salon.”

it’s called

Take you stylist home H2 is committed to improving our after care service to all our loyal customers. This month we will advising all our customers on how to get that salon feel every day

“TAKE YOUR STYLIST HOME”

“We at H2 are committed to improving our after care service to all our loyal clients. This month we will be advising all our clients on how to get that salon feel every day”

The question we are asked every day.

“Why does my hair never look the same when I do it at home” This month we will share our secrets and advise you on the right shampoo and treatments your hair needs.

Everything from what brush to use, to what styling products and how to use electrical products to get that

“just left the salon look”

The question we are asked the most “Why does my hair never look the same when I do it at home”

This month we will advise you on the correct shampoo and treatments that you hair needs.

Everything from what brush to use, to what styling products and how to use electrical products to get that “just left the salon look, every day”

Take you stylist home H2 is committed to improving our after care service to all our loyal customers. This month we will advising all our customers on how to get that salon feel every day

Take your stylist home Display cards placed on every station and around the salon.

Larger ones in the windows along with gorgeous product displays.

Leaflets given to every client before they go to backwash.

SMS message to every client email if possible The aim: To make every client aware of the event for one month.

This will make the conversation easier for all staff.

The question we are asked every day.

“Why does my hair never look the same when I do it at home” This month we will share our secrets and advise you on the right shampoo and treatments your hair needs.

Everything from what brush to use, to what styling products and how to use electrical products to get that

“just left the salon look”

gorgeous in the salon gorgeous at home

So how to we get from here to here

to here

to here it ALL starts here

Today we are going to analise your hair and make sure you are using the right products.

We will start at the backwash and (name) will advise you on what shampoo and conditioner we use and why it the the right type for your hair.

Then your stylist (name) will explain what products they use to style your hair and why. They will also show you how to use the product and how much to use according to your hair type. They will also show you how to use the electrical styling products correctly and get the best results.

BACKWASH QUESTIONS Q. What shampoo and conditioner do you use at home?

Ask why they chose that one?

Explain why the shampoo and conditioner you use is better for their hair.

Q. Does it feel the same as the one we use in salon?

Explain the 2 key ingredients of your product and the benefits.

If you ask a direct question your client will give you the reasons why they buy certain products.

You will then understand what their buying requirements are.

Is it price, convenience, or do they think they are using the right products? You can they ask if they get the right results from that product.

For instance, “does that product make you hair feel the same as when you leave the salon�?

This makes it easier to suggest products to them.

STYLIST QUESTIONS Q. When you blow dry your hair what products do you use?

Explain why you are using a certain product and why. 2 key ingredients.

Q. What brush do you use?

Explain why you are using a certain brush and show them how to hold and style.

Even the heat setting on the dryer.

Q. What electrical styler do you use at home?

Explain why you use your one.

Because it has heat control or Titanium etc.

Put the product in the clients hand and show them how to get the look they want.

Q. Do you use heat protection spray at home?

Explain why they should be using protection.

Q. What styling product do you use at home?

Explain why you are using this product, key ingredient and what it does.

you have 2 of these

and one of these

use them it that ratio ask the question then listen to the answer

KISS

Keep It Simple Stupid People tend to over complicate sales. They over explain products, thinking that the more information and benefits they can talk about the more chance they have of selling.

Keep it simple when selling a product.

More often than not the customer only needs to hear 2 benefits about a product.

With hair products they need to know what it can do for their hair, wether that is increase volume, make the hair glossy and smooth etc.

One of the biggest selling points in hair products is as simple as the smell.

What do you do when you are shown a new product from a sales guy? The first thing you do is take off the lid and smell it.

Also as a professional the fact you are recommending the product is enough, don’t over sell products.

SO....keep it simple and remember the rule (2 ears, 1 mouth) ask the question then listen.

The customer will tell you want they want and need.

All you have to do then is recommend products that fit their needs.

SIMPLE

( but get to know your product)

Get to know your product Get to know your products features and benefits.

But make it relevant to you.

You have to be comfortable when you talk about products.

What works for one person doesn’t work for another.

Get to know 2 key ingredients and what they do.

For example: ELYSSIA HAIR MASK Key Ingredients Hydrolyzed Keratin - Plant protein with nourishing effect. Revitalises the hair's natural protective layer, returns elasticity and reduces breakage.

Vitamin E - antioxidant properties Olive Oil -Nourishes and conditions hair to leave it looking and feeling soft and shiny. Lightweight texture means it conditions without weighing the hair down.

Coconut Oil -Rich in fatty acids that nourish and moisturise the scalp and hair Argan Oil - extreme moisturisation Fragrance A soft and natural smelling coconut fragrance with a hint of sweetness.

So pick 2 ingredients, Keratin.....Repairs the hairs natural layer and reduces breakage Argan Oil.......Gives extreme moisture back into the hair.

So only 2 ingredients and 2 benefits.

Thats all your customer will need.

remember

KISS

KEY INGREDIENT LIST Sunflower Seed Oil Helps to restore lost moisture. Fights against free radicals.

Hydrolyzed Keratin Plant protein with nourishing effect. Revitalises the hair's natural protective layer, returns elasticity and reduces breakage.

British bespoke care. For her. For and him.volumizing properties.

Hydrolyzed Wheat Protein Gives moisture retention, hair strengthening, smoothing, Vitamin E Helps restore elasticity and increase hydration. Vitamin E helps fortify and protect the hair from oxidative damage.

Bitter Orange Peel Extract Enriches and nourishes the hair.

Bergamot Fruit Extract Bergamot's antiseptic properties make it ideal for invigorating and revitalising lacklustre hair.

Olive Oil Nourishes and conditions hair to leave it looking and feeling soft and shiny. Lightweight texture means it conditions without weighing the hair down.

Coconut Oil Rich in fatty acids that nourish and moisturize the scalp and hair Avocado Oil High in monounsaturated fatty acids, sterolins (reduce age spots, help to produce more skin collagen) and omega-3 fatty acids. he combination and concentration of monounsaturated fatty acids, antioxidants (e.g. vitamin E) and phtosterols helps to nourish, protect hair, stimulate growth and unclog blocked follicles.

Argan Oil Acts as a conditioner, frizz tamer and shine enhancer. Rich with vitamin A and vitamin E. However, argan oil is also packed with anti-oxidants, Omega-6 fatty acids, and linoleic acid.

Jojoba Seed Oil Replenish moisture and improve the texture of your hair with jojoba. The oil is great for dry scalps and will get rid of dandruff. Use it to add shine and naturally soften your hair, or in place of an anti-frizz product to manage unruly hair.

Carnauba Wax Also called Brazil wax and palm wax, is a wax of the leaves of the palm Copernicia prunifera, a plant native to and grown only in the northeastern Brazilian states of PiauĂ­, CearĂĄ, and Rio Grande do Norte. Adds a glossy sheen to hair. Emolient properties.

Kaolin Kaolin (also known as China clay) is a naturally occurring soft clay. Helps to cleanse and exfoliates dead skin cells and debris from the surface.

Castor Oil Effective at nourishing dry hair to give a textured finish.

Silicones Where possible we will avoid the use of Silicones. However in some products they are essential to give the performance needed. The Silicones are BOTH water soluble and will not build up in the hair.

Panthenol - binds to the hair shaft readily. It coats the hair and seals its surface, lubricates the hair shaft and making strands appear shiny

and straight hair and uses a hair straightener at home.

EXAMPLE { Lets presume that your clientShelikeshassmooth medium length slightly fuller hair.

}

You have asked the question to your client.

YOU. “When you style your own hair at home do you get the same look and feel as when I style it in salon?”

CLIENT “ No it is never as smooth and glossy and it always feels static. I also can never get the ends to lie flat, I get kinks on this side.

YOU.. “What products do you use at home?”

CLIENT “ I have some stuff I bought at a supermarket that is supposed to make my hair smooth and glossy, but I always seem to have to put a lot in my hair and when use it with straighteners I gat a lot of static and it looks dull afterwards.

YOU. “ When I style your hair today I will show you what products I use and show you how to use them. I have a little secret trick. I use this product called Elyssia which is full of Keratin and I mix it with a small amount of Shine serum. When you use these two together they make the hair incredibly glossy and shiny and stop that static flyaway hair you get. I will show you a little trick of how to get rid of those kinks.

Show your client how you mix Elyssia and Shine Serum, let her smell it.

When you use the hair straighteners put the styler in your clients hand, show her how to section her hair properly.

After you have finished.

YOU. “So thats how we do it, what do you think? WAIT FOR THE ANSWER. CLIENT. “Its fabulous” YOU “So all you need is the Elyssia and Shine Serum and you will get this look every time when you style your hair at home” “ And remind me next time and I will show you how to get fabulous curls using your hair straightener”

SALE It’s doesn't even feel like selling, great advise, happy client.

OBJECTIONS “I buy from the supermarket because it is cheaper” We understand, that products in supermarkets are cheaper, but that is because they use cheaper ingredients and formulas.

These are just some of the effects: Reducing the life of colour. Colour looks faded more quickly which mean more visits to the salon.

Build up of synthetic heavy silicones. Makes styling the hair more difficult and makes if heavy.

Formulas are SURFACE products that sit on the hair and do not penetrate to repair damage.

“I don’t have the time to spend on my hair at home” We will recommend taylor made products to reduce the time you spend, BUT giving you fabulous results quickly.

Thats why I am advising you on this ONE product only, this will save time and give you all the results you need.

“There are too many to choose from” Thats why we will tailor make unique products to your hair.

We will start with foundation products to re-build and replace your hairs natural balance.

Think of it like a prescription from your doctor.

“I just can not afford to spend that much money on products” We understand that it can be expensive to buy lots of products.

But would you buy the cheapest face foundation or the best one for you face?

We will recommend only one product to you that is the best for your hair.

This one product will improve you hair and keep it looking fabulous.

“I can buy the same products you have more cheaply in supermarkets” The killer objection.

OK So you have the completed the TAKE YOUR STYLIST HOME and it shows that the customer needs: Shampoo / Conditioner / Treatment / Styling Products / New brush AND a new Electrical product.

What do you do now?

Recommend 3 or 4 products?

NO TWO And only 2 Identify the products you think will improve her hair, it could be 2 / 3 / 4 But say these 2 products are the most important right now,explain why and what it will do for her hair.

Then say that maybe she should consider the other products on the next visit.

This stops the client from feeling under pressure to spend more money than they expected. They may buy more, maybe a shampoo and conditioner and your recommended product. BUT is shows that you care about the client and your after service.

Think of this.

If you do this to every client through your door over a one month period and manage to sell only ONE product How many is that?

200? 300? 400? 500?

attention to detail “Every product deserves the same attention to detail, from one bottle to our most expensive product, every customers is special to us, every purchase appreciated, the customer deserves the best service we can offer.�

Electrical sales Every time you sell an electrical product you should have a “how to use” session with the client.

This will take only a few minutes of your time, but it will give the client confidence of how to use correctly and how to get the look they want.

Put the product in the clients hands and show them the best way to use.

From a simple section, where to start the process, and how to finish.

Also what styling product to use to get the look AND don’t forget the absolute must Thermal Protection Spray.

We even suggest that if the product is bought as a present for somebody offer them a free instruction class, again this will only take a few minutes of your time, but may get you a new client.

Again, fantastic service level and growing a stronger relationship with your client.

Use your imagination Mix it up from week to week.

I get bored, you get bored, your customers get bored.

Try a “BRUSH WEEK�

For one week talk to every client about what brushes they use at home.

Not a difficult conversation.

Explain why you use professional brushes in salon How each brush is specialised and how each brush is designed to get different looks.

You forget that you know these things, but does your client.

Why do you use specialist ceramic brushes to blow dry?

When would you use a paddle brush?

Every one of your client own a brush.

Are they using the right one?

Time for a new one?

Remember this is only sharing your knowledge.

DISPLAYS Clear pricing Correct product cards We have product cards for ALL electrical products.

But here we have no pricing at all.

How does the customer know how much they are?

Full displays.

Here we have products in bags and a half empty display.

Keep displays full and looking attractive

over 12 natural oils Vitamin E, Wheat & Keratin Extracts and one very rare wax are just some of the ingredients used in our range.

PARABEN FREE AND STRICTLY NO ANIMAL TESTING www.gorgeouslondon.co.uk

over 12 natural oils Vitamin E, Wheat & Keratin Extracts and one very rare wax are just some of the ingredients used in our range.

PARABEN FREE AND STRICTLY NO ANIMAL TESTING

www.gorgeouslondon.co.uk

WINDOWS BE CREATIVE But keep it fresh. Think Christmas every day.

Change the display every month at least and feature new products.

If you have a 3/4 focus products each month use these in your displays.

over 12 natural oils Vitamin E, Wheat & Keratin Extracts and one very rare wax are just some of the ingredients used in our range.

over 12 natural oils Vitamin E, Wheat & Keratin Extracts and one very rare wax are just some of the ingredients used in our range.

PARABEN FREE AND STRICTLY NO ANIMAL TESTING www.gorgeouslondon.co.uk

PARABEN FREE AND STRICTLY NO ANIMAL TESTING

www.gorgeouslondon.co.uk

PRIZES

Top sales per salon over 4 weeks

NEW WAVE WAND

+ 6 gorgeous products of your choice