Many times in the past I have been offered the opportunity to stock salon products with the offer of them being exclusive to our salon. The rep of a company spinning me the yarn that this particular salon product will only be in a select amount of salons and only salons of a certain standard.
In the past, I have actually taken the Company Reps word only to find that, once we had launched the product, it was then made available to any and every salon who would take it (and freely available in the Cash & Carry Salon Shops as well).
The Wonderful Thing About Exclusivity Is… You’re The Only One
It became hard to motivate our team to sell a salon product that every other business had or that any client could simply buy at a Cash & Carry for a smaller fee.
Two years ago, we made a decision in our salon that we wouldn’t stock any products that were available in every salon, Cash & Carry or online (if possible). In other words, we wanted to be exclusive. This decision has seen our colour business grow, our retail sales surge and, instead of having a client data base, we have a FAN BASE!
I thank Alan Austin Smith for the introducing the concept at the Salon Owner’s Summit 2015 (Salons Don’t Need Clients, They Need Fans).
It now annoys me to see salons advertising ‘exclusive’ stock that a client can purchase in nearby salons as well. I’ve learned in the past not to try and mislead clients because they are far too valuable to take advantage of.
My advice: if a salon product is not “Exclusive” to your salon then Don’t Use That Word.
If you want to be exclusive, then go find the salon exclusive brands who want to build a strong relationship with your salon and not just get a quick sale and move on.
Finally, if the aim of your salon is be different and exciting, then look closely at what you’re offering your clients because fantastic hairdressing isn’t exclusive anymore. So don’t talk Exclusive… Be Exclusive… And you and your team will reap the rewards.
I’d like to leave you with this quote by billionaire Mark Cuban.