Autumn 2021 / Business Skills
Show the client the product. Place it in front of them so they can see what you are using. This way they will naturally touch and feel the product and read the information on the packaging.
“Educate the client. Explain to them how much of the product to use”
Explain the benefits. Tell your client why you are using specific products and why they are good for their hair. I use analogies that they will relate to. So, for example when I am explaining the shine element of a product I will say ‘it is like a lip gloss for hair’. A lot of clients don’t know why they should use a certain product. They often use the wrong product and don’t like the result so will stop using professional products all together.
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Educate the client. Explain to them how much of the product to use, show them how much you put on your hand before you apply. Normally, at this stage most clients will comment on how amazing it smells and that’s my moment to sell the product as a hair fragrance too.
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Remind the client in a really nonconfrontational way in your conversation that if you spend so much money on a colour and cut, using professional products is the best way to keep it looking as good as it can and also keeps the hair in the best condition it can be. We use Wella, so I like to explain that more than 140 years of specialised science and technology has gone into the products to make them so amazing.
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the soft sell
Dale Hollinshead of successful salon, Hazel & Haydn in Birmingham offers his top tips on retailing homecare products without the hard sell.
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Finish the sale - don’t forget to ask them if they need to take any products with them when they are at reception. You will be surprised how many clients just forget and when they get home they just order online. You will be amazed how many people buy the products you used.
