10 Ways to Increase Salon Retail Sales

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Salon products have the potential to support revenue generated through treatments and increase profit margins, but relatively few salon managers concentrate on maximizing product sales. You might not be able to buy products in bulk with huge discounts in the same way that supermarkets and high street chains are able to, but that doesn’t mean that you should give up trying to sell products. Here’s a list of tips you can use to help boost your product sales, from making the most of salon software, to fostering friendly competition between team members!

#1: Teach your staff
When you’re trying to sell a product, it’s not just going to be your stylists who are dealing with the customer. Even if your stylist has spoken enthusiastically about a product, it’s likely to be the receptionist who seals the deal. Inform all your team about the merits of particular products, the common objections to buying each product, and how to overcome them. 

#2: Show customers products as you use them
It’s not just enough to talk about the shampoo that you’re using on your client’s hair. Instead, give them a bottle of the product to examine themselves. It’ll let them take a closer look and let them touch and smell it for themselves.

#3: Tempt customers with (small) discount
Even a small discount may be enough to sway a client into purchasing a product. Casually mention that you’re able to offer a discount if they express an interest in the product or compliment it as you’re using it. Don’t go for the hard sell – it could put your client off returning to your salon for treatments in the future.

#4: Stock products you believe in
If you’re passionate about a product and genuinely believe that it offers good value for money, it’ll show. Clients will be far more likely to purchase a product if you’re able to offer a convincing (and not overblown) recommendation. 

#5: Hold events and product parties
Holding an event at your salon one evening is a great way to encourage your clients to buy some of your products. Tempt them in by offering them free treatments and discounts on products – hopefully you’ll turn them into regular customers!

#6: Offer free consultations
Consultations give you an opportunity to show off your expertise. A free consultation should, of course, end with product and treatment recommendations.

#7: Keep your displays tidy and inviting
Organized product displays that are well lit and draw the eye are much more likely to tempt curious clients. Display products to the right of the door as your clients walk in – that’s where most clients will naturally look when they enter. Offer tester products – few will be able to resist!

#8: Themed window displays
Regularly update your window displays to match seasonal changes and trends. Passers-by will be drawn in by new, interesting displays. Whether it’s for Christmas, Valentine’s Day or Mother’s Day – don’t be afraid to dress up your windows to match the occasion!

#9: Loyalty cards or points
Salon management software lets you keep track of your client’s spending and reward loyalty. Offer rewards when clients have spent a certain amount of money or buy a certain number of products.

#10: Team competitions
Run an informal competition between your employees – whoever sells the most each week gets a product of their choice for free – or an alternative cash prize.

Selling is all about providing something to your customers that they need – regardless or whether or not they know they need it before they enter your salon. Salon management software provides you with tons of information on your clients’ spending habits – knowledge is power! 

4 Keys To Understanding Salon Business Fundamentals

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When it comes to your business, understanding a few key business fundamentals helps to focus your efforts to get the best results. Aiming to improve the 4 key areas will ensure your salon or spa business’ growth and profitability.

4 KEYS

1. Gaining new guests/clients

2. Retaining guests/clients

3. Increasing per guest/client service spend

4. Increasing per guest/client retail spend

That’s it.

KEY 1
GAINING NEW GUESTS

Right now you want to list all the ways you are trying to gain new customers. Are you doing email drops? How often? What are the results from your last promotion using email? Do you have a referral system in place? Is it easy to understand? What are your results here? Are you visible online? Do you have a website? Do you use social media marketing? What are your results here? Your ability to attract clients is limitless, remember to focus on being creative rather than competitive to gain extra clients.

KEY 2
RETAINING GUESTS

Take a look at what you are doing to keep or retain your current customers. Do you offer a loyalty program where great clients are rewarded for their loyalty? Do you create content rich newsletters for your customers? So that they not only gain benefit from this newsletter but you also keep in contact with them? Are you creating a WOW factor for your current guests, or are all your efforts on gaining new customers? When was the last time you ran an event or a workshop for your current customer base?

What is your rebooking rate? Can you do better? It’s much easier to sell or upgrade your current guests to a more expensive treatment or a new product. How much appreciation have you shown your loyal guests? Your regular guests are the lifeblood of your business - your constant goal is to get them to 1) return to you, 2) buy more from you or 3) see your business as the go-to salon or spa for expert knowledge.

KEY 3
INCREASING PER GUEST SERVICE SPEND

What actions have you taken in this area? When was the last time you increased your prices? What services could you create as up-sells or add-ons? How can you get your guests to visit more regularly? What would make them want to try other services or more of the same service?

KEY 4
INCREASING PER GUEST RETAIL SPEND

Finally, What incentives have you provided for your customers to purchase more? Do you have a sales process in order that your staff follows? How well do you know your guests’ needs? Is the product you are selling in line with your business’ philosophy?Are the products that you are selling right for your market? Is your retail space set up invitingly with merchandising?

Your attention as a salon or spa owner should be where it matters… on gaining new guests, retaining guests, increasing guest service spend and retail spend. Aiming to improve the 4 key areas will ensure your salon or spa business’ growth and profitability in the future.