{"id":13097,"date":"2017-04-10T09:30:50","date_gmt":"2017-04-10T09:30:50","guid":{"rendered":"https:\/\/new.phorest.com\/blog\/sell-more-retail\/"},"modified":"2020-07-24T15:13:07","modified_gmt":"2020-07-24T15:13:07","slug":"sell-more-retail","status":"publish","type":"post","link":"https:\/\/www.phorest.com\/gb\/blog\/sell-more-retail\/","title":{"rendered":"The Ins And Outs Of Selling More Retail"},"content":{"rendered":"

Let\u2019s talk about Lisa, an award-winning stylist in a hair salon in Birmingham. She is passionate about hair, but there’s\u00a0an elephant in the room. She hates selling retail because she says:\u00a0\u201cI\u2019m just not a salesperson. I love to make people look and feel like a million dollars. Selling more retail is not what I\u2019m about.\u201d<\/em><\/p>\n

<\/p>\n

Reasons Why Lisa Fails To Sell More Retail<\/h2>\n
    \n
  1. She\u2019s afraid she won\u2019t get a tip when selling a product to a client.<\/strong><\/strong><\/li>\n
  2. She takes pride in being creative and thinks sales is for people in suits. She feels her talents are beyond that and it\u2019s not \u2018her calling.’<\/strong><\/strong><\/strong><\/li>\n
  3. She\u2019s afraid she\u2019ll turn her clients away and lose credibility or come across as pushy if she tries to sell more retail.<\/strong><\/li>\n<\/ol>\n

    While Lisa realises that being a great stylist requires creativity and passion, she doesn\u2019t want to see the fact that being a guru requires you to know the science of hair and scalp. If she educated clients on how to get thicker, healthier hair, they\u2019d feel better about themselves, which would ultimately take her reputation to the next level!<\/p>\n

    \"selling<\/h3>\n

    “We\u2019re Getting Lots Of Clients. Why Should I Pull Lisa Aside And Train Her To Sell More Retail?”<\/h3>\n

    Think about it like this. Lisa gets$\/\u20ac\/\u00a345 for a cut and style. If you up your prices for Lisa\u2019s time, you run into the danger of losing clients to another salon right? So how do you expand? Do you try to get more new customers?<\/p>\n

    If you\u2019re busy, then you\u2019ll have to hire another stylist, and that\u2019s more of your valuable time and most importantly, a lot of money in overheads. The answer comes down to selling more retail. If Lisa – who styles 12 people a day, five days a week – can get to the point where 50% of her clients are spending $\/\u20ac\/\u00a310 on products on every visit, that\u2019s a lot of money!<\/p>\n

    What Retail Could Do For Your Business<\/h2>\n

    Lisa currently gets\u00a060 clients a week at an average of $\/\u20ac\/\u00a340, 46 weeks a year. That\u2019s $\/\u20ac\/\u00a3110,000 pounds a year. A lot of money right?<\/p>\n

    What if every second client bought $\/\u20ac\/\u00a310 worth of products? That\u2019s an increase of $\/\u20ac\/\u00a35 per customer. Now, look at the figures: 60 clients a week, at an average of $\/\u20ac\/\u00a345, 46 weeks a year. That\u2019s almost $\/\u20ac\/\u00a3125,000 pounds.<\/p>\n

    A total of $\/\u20ac\/\u00a315,000 more without getting a single extra client through the door.<\/p>\n

    If you have 4 Lisas? That\u2019s $\/\u20ac\/\u00a360,000 extra in a year.<\/strong><\/p>\n

    \n

    Related | Download The Salon Owner’s Ultimate Guide To Shaping a Retail Culture here!<\/a><\/p>\n<\/blockquote>\n

    \"selling<\/h3>\n

    5 Simple Steps Towards Success<\/h3>\n
      \n
    1. Get your commission right on products and be generous.
      \n<\/strong>Would you rather reward a stylist for selling more retail, or watch them take home a tip that you\u2019ll never see again? A commission is a win-win!<\/li>\n
    2. Give a monthly prize for salesperson of the month<\/strong> and come up with a fun name for it!
      \n<\/strong>Put a chart in the staff room that clearly shows who\u2019s winning month-on-month. Making a competition out of selling more retail is a great way to motivate your team!<\/li>\n
    3. Continually quiz your team on products<\/strong>.
      \nKeep your team on its toes with questions like:\u00a0\u201cWhat\u2019s in it?\u201d, \u201cWhy do we use this one?\u201d, \u201cWhat will it do for my hair?\u201d, \u201cWhen will I notice the effects?\u201d, \u201cHow often should I apply it?\u201d
      \n<\/em><\/li>\n
    4. Set a conversation agenda<\/strong> for your stylists and therapists.
      \n<\/strong>Start off by getting them to tell the client what products they are using. Generally, you spike the clients\u2019 interest, and they\u2019ll end up asking \u201cOh how much is it?\u201d<\/em>, or \u201cCan I get that in any salon or supermarket?\u201d<\/em> etc. Also, they\u2019re more likely to bring up other problems once you explain why the products work – thus, giving you an opportunity to upsell.<\/li>\n
    5. Prepare them for objections<\/strong>.
      \nNever justify the price to the client unless they hit you directly with a question such as, \u201cBut I can get shampoo anywhere for \u00a35 cheaper?\u201d<\/em>. Explain that if it lasts six weeks, it\u2019s only a few pennies a day, and what it\u2019ll do for your hair is far superior. Mention organics, natural ingredients, etc. educate. Educate. EDUCATE!<\/li>\n<\/ol>\n

      Related |\u00a0The Salon Insider\u2019s Guide to a Successful Commission Strategy<\/a><\/p><\/blockquote>\n

      \"selling<\/h3>\n

      5 Simple Tips\u00a0For Selling More Retail<\/h3>\n
        \n
      1. Put a loyalty scheme in place, but not a traditional one.<\/strong>
        \nHere in Phorest, we recommend using our         TreatCard<\/a>. People get points for $\/\u00a3\/\u20ac they spend. Once they\u2019ve built up enough points, you can treat them to a product they\u2019ve never had before. Over 30% of people end up buying it at a full price the second time around, increasing average spend!<\/li>\n
      2. Research shows that 8 out of 10 people buy more with music<\/a> on.<\/strong>
        \nWe\u2019re not saying turn it up to 11, but have some nice feel-good music in your salon.<\/li>\n
      3. A point of purchase display is responsible for 80% of impulse buys.
        \n<\/strong>Make your product shelves pretty and placed in line-of-sight, for instance, near the counter.<\/li>\n
      4. Make your prices clear<\/strong>.
        \nA lack of this will lose you 9 in 10 sales!<\/li>\n
      5. The longer a client stays in a salon, the more likely they are to buy.
        \n<\/strong>Of course, you can\u2019t just leave them in the corner, but always\u00a0avoid rushing clients.<\/li>\n<\/ol>\n
        \n

        Related | Phorest Academy Salon Retailing Masterclass<\/a><\/p>\n<\/blockquote>\n

        \"selling<\/p>\n

        Phorest Can Help!<\/h2>\n

        Phorest Salon Software has a product reminder feature! What it is in a nutshell: a little screen pops up at check-in or pay, reminding the stylist or therapist what the client has previously bought and when they\u2019re due to replace it. Click here to learn how to set it the prompt up!<\/a><\/p>\n

        Thanks for reading!<\/p>\n

        #LetsGrow<\/p>\n

        \n
        This article was originally published on February 13th, 2014. It has since been updated with new content and advice.<\/h6>\n","protected":false},"excerpt":{"rendered":"

        Let\u2019s talk about Lisa, an award-winning stylist in a hair salon in Birmingham. She is passionate about hair. Now\u2026 there is an elephant in the room. She hates selling retail because…<\/p>\n","protected":false},"author":7,"featured_media":13018,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[1408],"tags":[443,1409,444,1410,445,1411,446,1412,447,1413],"class_list":["post-13097","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-retail-sales-marketing","tag-increasing-retail-salon","tag-increasing-retail-salon-gb","tag-retail","tag-retail-gb","tag-salon-sales","tag-salon-sales-gb","tag-selling-products","tag-selling-products-gb","tag-selling-products-in-salon","tag-selling-products-in-salon-gb"],"acf":[],"yoast_head":"\nA Salon Can't Grow Without Selling More Retail | Phorest Blog<\/title>\n<meta name=\"description\" content=\"Guest contributor and beauty industry expert Caroline Quinlan shares her knowledge on why selling more retail is vital to your salon or spa's growth.\" \/>\n<meta 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