The one thing I’d suggest (to sell more retail in the salon and spa)

The one thing I’d suggest (if you want to sell more retail in the salon and spa):

One of the ways you probably entice clients to try something new — like updating their haircut or hair color in line with current celebrity or fashion trends — is to show them the cut or color in several options or to show them several variations of what is, essentially, the same trend.

To do this, you might show them the same general trend on celebrities or models of various ages, ethnicities or lifestyles (so they connect with the example that reminds them most of themselves) in order to help them to visualize the trend on themselves, to visualize the look as part of their lifestyle, and so they can imagine how it would impact their life at home, with friends or in the workplace. You give them lots of options and variations, hoping to introduce them to new services and products.

During the course of an appointment, it may become apparent to you that your client truly needs to be using several professional products at home, or they may be in dire need of a makeover that would require several different professional services and use of at-home products. But in contrast to the technique you would use to entice them in to your salon or spa, giving them all of that information will be too much for them to take in. They are going to have a hard time remembering all those recommendations, let alone focusing in on those that are most important.

The one thing that I would suggest, is that you try this, instead:

By the end of every appointment, identify just one important piece of information to bring to your client’s attention. Tell the client about the problem or condition that you see and say, “If I were going to suggest just one thing…” and then tell the client what one, specific product they should use or what one, specific service they should try, exactly why they should try it, and what results they can expect if they do.

By bringing laser-like focus to just one condition and just one solution, you are much more likely to (a) educate your client about a problem or condition they really should address, and (b) leave them with a strong recommendation about the next action they need to take (either to purchase a specific product or make an appointment for a specific service).

After the appointment, make note of the recommendation you made for the client in the client file so that you can track any problems with the client’s hair or skin over time, and so that you will remember exactly what you last recommended at their next appointment.

Plus, making a specific recommendation gives you a legitimate reason to follow up with your client in between appointments, to see whether (provided they took your advice) they have noticed any change or whether they like the product. You can ask whether they would recommend the product or service to others or ask them to complete a short survey relative to the education you provided as well as product performance and customer satisfaction.

If they did not purchase the recommended product or service at the appointment, you can still follow up on the suggestion. You can send them an e-mail or note to thank them for their business and give them more information about the product or service you recommended. You can extend a time-limited special offer or tell them about a planned upcoming promotion that features the product or service you recommended. You can send them a manufacturer’s sample. Or you can even recommend an alternative product or service, or point them to information online that speaks about the condition or problem you observed (such as a manufacturer’s website).

Then, at their next appointment, if you observe changes in the condition or it is still present, be sure that you point it out &ndash actually show it to the client (if possible) and tell them about the changes you see.

By drawing the client’s attention to just one, specific issue and one, specific solution, you accomplish several things:

  • You demonstrate the extent to which you provide personalized attention, tailored to each and every customer (truly extra-ordinary customer service)
  • You establish personal, professional value as an educator and expert (building your reputation)
  • You establish dialogue which gives you the means to promote specific retail products to the client, because it’s in the client’s best interest; in other words, you’re not trying to sell products, you’re trying to provide solutions (building trust)
  • You give clients education about services and products they genuinely need (providing real value)
  • You establish the basis for more frequent, personal and interactive communication (building a bigger role in the client’s life)
  • You gain new information about product performance and customer satisfaction (to help you improve your business and sell more retail products)

Do you see a downside here? Neither do I! So stop trying to sell retail products and, instead, focus the client’s attention on “the one thing that you would suggest,” before they walk out the door!

Don’t miss next Monday’s e-mail newsletter which will include more original content and links to articles that will motivate, inspire and challenge you. [Click here] to subscribe. It’s free, you can opt out any time, and I probably won’t bother you more than once each week!

Elizabeth Kraus – 12monthsofmarketing.com
365 Days of Marketing is available on amazon.com in book and digital formats.

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