STRAIGHT TALKING Mar. 2008 – Irish Beauty
Maximise Your Merchandising & Increase Your Retail Sales
The sales process begins the moment your clients enter the salon or spa, not when you place the products in front of them. As beauty therapists, it is your professional duty to give clients the best possible recommendations on home-care products.
If you require a little push to start selling, think about the following: one of your clients has just enjoyed a facial treatment in your salon, she then leaves the salon and goes directly to a store to purchase her skin care. Why? Simply because she views you as a treatment-only provider and all the advertising done by the large skin-care houses has led her to believe they will provide the products. Start educating your clients to buy from you – as a therapist, you have the training, the professional knowledge and the experience: start using it!
People really enjoy spending – that’s why it’s called ‘retail therapy’! Clients have a desire to purchase new products. If you don’t seize the opportunity to sell to your clients someone else will. Next time you visit a large store, go and observe the staff at the skin-care counters at work. Just watch how many products they sell. This experience will be motivating enough for you to start selling to your clients.
In your salon, create the space to sell, then maximise that space. A well-stocked salon shop will strengthen your identity. It creates awareness of your products and begins to help plant a seed that can develop a desire to buy.
Observe your retail displays. Make sure that retail units are well positioned in your retail area, so your clients feel comfortable to browse. Fully-stocked retail units sends the correct message to potential shoppers, that is, we are passionate and firm believers in what we are selling and we have invested in good quality products to reinforce your treatment.
Products should be accessible, clearly priced and well-positioned. Display your products soldier style so clients feel comfortable removing them. Soldier lines march out the door, pretty displays stay pretty on the shelf! Make sure your clients are able to browse, touch and pick up products. Utilise key areas such as reception desk and coffee table for impulse buys. For example, as much as a vase of flowers looks great on reception desk you are not a florist: devote this valuable space to retail sales.
The quality and standard of your displays should reflect the quality and standard of your salon, and the goods and services that you offer. Displays, both in the window and in-salon can be used to convey various messages, such as promotions, a change of season, a new product or service or even a desired lifestyle. Try to create warm, positive feelings in your clients through your displays by highlighting the features and benefits of the products and services.
Stock skilfully arranged on display should attract passers by, and trigger impulse purchases by creating a desire within your clients to own the goods. Develop a positive sales environment, think like a retailer and start to gain the sales that are rightfully yours!
Liz McKeon is a beauty/holistic therapist, business graduate and coach who has helped many beauty businesses reach their true potential through her personalised consultancy service. The process begins with a FREE, no obligation initial telephone chat.
For more information, check out www.lizmckeon.com or call 086 386 1243.
