Salon professionals are the experts in hair, skin, makeup, and nails. Utilizing this expertise — along with the personal connections we make with clients every day — encourages consumers to buy from you and not another retailer.
After all, your clients are getting beauty and grooming products somewhere. One way you can ensure they’re purchasing them from you — and continue to replenish their stocks from you and no one else — is to master the art of upselling and cross-selling both products and services.
Upselling is to persuade a client to buy something additional. (For example, if a client asks for a shampoo, upsell the corresponding conditioner.)
Cross-selling invites a client to buy related or comparable items — for instance, convincing a blow-dry client to experience a color service for the first time.
Here are the top 3 changes to make to improve your and your team’s performance on both types of sale.
Increase Product Knowledge.
Part of a salon professional’s job is to not only to build a client base, but to also recommend the correct home-care items personalized to their unique needs.
Besides being able to clearly communicate details about the service or product, the stylist must be able to explain the benefits, ingredients, and other information (and have alternatives handy to recommend for backup).
This is a natural conversation that can happen during a service as the stylist uses specific products and explains why they chose them for the client. In that realm, it’s not selling — it’s educating!
Take advantage of educational materials (which can include free classes) from the brands you carry. Chances are, they have plenty of resources to improve your team’s product knowledge.
If the client is not given a clear explanation of the service or product and its associated benefits, they won't be convinced to buy.
Do an “Opportunity Check” Each Morning.
Before the salon opens, each service provider should check the history of their clients coming in and find the upsell or cross-sell opportunity for each one. They should do so with a big-picture strategy in mind — not just for today’s service, but for the clients’ overall service plan and the home care to be recommended.
Stop thinking “single service” and start envisioning the overall plan, sharing creative ideas and suggestions with the client.
All this will enhance their experience, plus encourage them to rebook and to leave with recommended retail items.
Close the Sale Organically.
Clients buy from stylists they like and trust. They must be able to recognize credibility, skill, and expertise from their service provider right off the bat. There is no second chance to make a first impression, so make sure it’s a good one.
Good rapport and a sense of trust paves the way for clients to say yes to a sale. This is especially important to remember for team members who lose their nerve when asking for it. Remember, if they don’t ask, someone else will!
Again: don’t think of the interaction so much as “selling” as informing the client about the benefits they stand to gain from recommended products and services.
Closing the sale should flow naturally and smoothly, as it’s all connected to providing a great client experience through knowledge and education.
Remember, the more your clients trust your judgment for products and services, the more loyal they are to your salon!
Liz McKeon, a salon business coach and founder of The International Salon Business School, is currently offering a special deal on her "Successful Salon Formula" coaching program.
Liz is the author of 30 Days to Beauty Business Success. She can be booked for customized, in-salon coaching visits for one, two, or three days by emailing [email protected].
