Are Your Clients Buying Value or Price?

By Faye Murray

When people make a decision to buy a service or product from a salon, they buy for one of two reasons.

1. Value

2. Price

It is much more difficult for a salon business to be successful that chooses to market based on price rather than value.

We have passed the halfway mark of what has been a very “different” year for everyone in the hairdressing industry. A good time to refocus and take a fresh look at your business and what you offer and take advantage of any missed opportunities.

One of the key focus areas to review is take-home products

Do you think about your retail business as providing a professional value-added service to your clients?

or

Do you think about your retail business as a selling opportunity?

Today’s clients are very well educated. They are used to being ‘sold’ to and they recognise sincere advice just as quickly as a sell. If you are going to be successful at retailing products, first and foremost you and your team must recognise and develop this as a valued service to your clients.

Just imagine a close friend asks you for some advice about a concern they may have with their hair.

Would you see this as a selling opportunity or an opportunity to give your friend the benefit of your professional training, experience and knowledge. You would ask questions and find out what the problem or need is. You would then confidently offer your advice as a friend and hairdresser.

You would suggest

1. What to use

2. How to use it

3. Give helpful hints

4. Encourage your friend to ask questions

5. Make sure they understand the results they can expect

6. The next time you see them you would ask “how is your hair with the products I suggested”

In other words, you would talk and in a very relaxed way, share with your friend your knowledge. (I am very sure you would share all the information about the products your friend needs.)

Your friend would then make a decision based on the information you have given her.

When you offer this valuable service, clients will have all the information they need in order to manage their hair until their next visit.

How Can You Train Your Team to Value This Service?

It begins and ends with the consultation. Always share with the client upfront, that you are going to work with their hair and at the end of the service advise them on what they need to care for and style their hair until you see them for their next visit.

They will then look forward to receiving the information that you as a professional will share with them. Remember that you are in the quality hairdressing market and are looking to constantly offer more. If hints about how to get their hair to look amazing is seen as a valued service clients will say “Thank you”

Link the products you are using during the shampoo and styling with what you are going to recommend for home use.

They know you are going to use what you need to get the best result and they will want the same.

Tell the client your thoughts. Make sure you transfer your thoughts about the results into words.

“Sue, I am pleased we chose to use that treatment on your hair today. Your hair looks and feels really beautiful. I can see a real difference. I am sure you will too”

The client will see value with a simple reinforcement such as this.

Helping the Client Decide

After you have shared with the client your advice you will often need to help them decide. Ask the question of the client.

“Sandy, what products do you need to take with you today as I want to be sure you have everything you need to look after your hair until I see you next time”?

Or…

“Sandy, what do you need to take with you today? I am so happy with the colour and your new style and I want to make sure you have everything to maintain your colour and to manage your new style until I see you next time”

And remember, don’t finish on the question, always add the reason for recommending the product.

Market This Service To Your Team

Sharing this “service” with your team is the key to happy clients and increased business success

Once you have developed a step-by-step procedure for recommending you then have to do training to get your team to consistently follow it.

“Repetition, repetition, repetition”

It is well worth the investment in time to get this to happen.

It is a great service that your clients do need help with. Most don’t know what is best for them, but as hairdressers, we often assume they do know. Do it well and your salon will become known for offering more than clients expect and your clients will have happy healthy hair that looks good.

You will succeed… …as long as you continue to exceed the expectations of your client.

This article has been written by Faye Murray from Your Coach. Faye offers a range or business coaching services and zoom training for team members. For more information visit her website www. yourcoach.net.au or call 0409 342 653.