Guest Article by Greg Clarke, Co-Founder and Director of Collage Hair Group & We Love Salons
The opportunity to stock salon products on the grounds that they would be exclusive to my business has knocked at my door quite often. The representative 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 taken company reps’ words, only to find out that once we had launched the product, it was then made available to any and every salon who would take it (as well as being freely available in cash & carry salon shops).
The Wonderful Thing About Exclusivity Is… You’re The Only One
It became hard to motivate our team to sell salon products that every other business had, or that any client could buy at a cash & carry for a smaller fee. So, in 2013, we made a decision. We wouldn’t stock any products that were available in every salon, cash & carry shops or online – when and 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 database, we have a fanbase! I thank Alan Austin Smith for the introducing the concept at the Salon Owner’s Summit.
Salons Don’t Need Clients; They Need Fans
It annoys me to see salons advertising ‘exclusive stock’, when in fact, the products 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 find the exclusive salon brands who want to build a healthy relationship with your salon, and not just get a quick sale and move on.
Salon Products & Exclusivity: Final Thoughts
If your salon aims to be different and exciting, then look closely at what you’re offering your clients. Fantastic hairdressing isn’t exclusive anymore, so don’t talk exclusive. Instead, be exclusive, and you and your team will reap the rewards. I’d like to leave you with this quote by billionaire Mark Cuban.
It doesn’t matter if the glass is half-empty or half full. All that matters is that you are the one pouring the water. – Mark Cuban
Thanks for reading,