How Education Will Boost Your Retail Sales

Published by: Sam Villa
Jul 20, 2021

Did you know that 9 out of 10 people leaving a salon say they wish they had more education on how to recreate their new look? According to Redken, the client's ability to recreate their look at home has a direct effect on client satisfaction, retention and referrals. And, guess what? The WWD Morning Report showed that, 71 percent of consumers were not given a product recommendation on a recent salon visit.

It's time to get back to retail basics and set up your "Education Station" with these five daily best practices!

1. Follow the same routine.

  • Set up your station the same way each day.
  • Always keep product labels facing out toward your client.
  • Only keep out six products at most. Do not "clutter" your station.

2. Make offerings on purpose!

  • BE EXCITED! Make offerings with passion and sincerity.
  • Suggest products based on the specific needs of your client. If your client's number one complaint is that her color fades, then offer products like Redken Color Extend Shampoo. Explain that it's like wearing a hat in the sun that protects your hair from damaging UV rays!
  • Your guest wants to feel that you are really addressing their personal needs because you genuinely care about THEM!
  • Retail should be talked about starting with the initial consultation. Discover what your clients use now, what they like about those products, and what they feel is missing. Asking great questions will help you to select the right product for their hair type and finish.
  • Even if the client did not purchase the specific products that you recommended, keep notes of what you offered and plan a follow-up date. Give your clients sample packets to take home and try. Sampling is a proven way to increase retail sales! 72 percent of consumers purchase full-size products after trying a sample size; and, 69 percent have bought a product they don't normally use after trying a sample.

3. Communicate your recommendations to the front desk.

  • Let your front desk personnel know your recommendations and why.
  • Utilize tools for better communication such as a prescription pad writing down product information that the team can use for closing product purchases.

4. Do not limit your product knowledge to one specific department and, remember, you are the professional expert!

  • If you are licensed in hair, skin and nail services, you should make beauty recommendations in all three departments!
  • When you are well-versed and up-to-date in your product knowledge, you not only become the technician, but the beauty consultant that clients trust.

5. Always follow up!

  • Call to check on any sample products to see how it is going and ask your client whether they have been able to achieve their look at home.
  • Send thank you notes.
  • Let your clients know of any future promotions that might be coming up!

Do these things and your retail sales will increase along with your commission check!

Photography: Shutterstock

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About The Expert

Sam Villa
Redken Artistic Ambassador/Sam Villa Founding Partner
Sam Villa is changing the industry one hairdresser at a time! Whether he’s teaching in a hands-on class, on the main stage, or reaching his millions of social media followers, Sam changes people. As the 2017 NAHA Lifetime Achievement Award Winner, he is known for doing things differently to challenge, inspire and motivate. His encouragement to stylists is unrivaled, as he genuinely wants each one of them to reach deep to identify how they can make a change to promote their own growth. His talents stretch far beyond his brilliant cutting and finishing skills; his business tips help stylists think about how they speak to their guests to add value behind the chair. “Sharing is the greatest gift we can give one another…to help each other grow and prosper, we all need to pay it forward,” says Sam. With consistent research and a respect for essential techniques, Sam is always on the move for new and unconventional ways of cutting and finishing hair. He shares his knowledge with stylists with the hope that they too will share with others to enrich the industry. Sam is co-founder of the Sam Villa® brand (Allvus, LLC), serving both stylists and consumers with tools including brushes, combs, thermal tools and shears/razors.