This is an excerpt from our latest digital download release "Psychology Hacks to Sell More Retail in The Salon" which is a 15 page PDF document that helps stylists:
- Understand the psychology of customer decision-making and how it affects retail sales in the salon.
- Learn techniques for presenting products in a compelling way.
- Discover strategies for handling objections and closing sales.
- Build a retail culture in your salon that will increase the sales.
It's important to remember that you are doing you clients a huge service by educating them on the benefits of using professional products on their hair, and also providing them with a place to buy said retail without fear of counterfeit.
Without you, they would be using drugstore products on their new color or style, ruining their hair.
Here are a few techniques shared that really helped me to increase my revenue in the salon
The Foot-in-the-Door Technique
This technique involves starting with a small request, such as recommending a product or service, and gradually working up to a larger request, such as making a sale. For example, you can start by recommending a new hair product to your client, and then gradually work up to suggesting they purchase it. By starting with a small request, you can make the larger request seem more reasonable and increase the chances of making a sale.
Another key aspect of the Foot-in-the-Door Technique is the use of consistency. Once your client agrees to the small request, they are more likely to agree to a larger request because they have already committed to the small one. This is known as the consistency principle, which states that once a person has made a commitment, they are more likely to continue with that commitment.
When using this technique, it's also important to make sure that the small request is relevant to the larger request. For example, if the small request is recommending a new hair product, the larger request should be suggesting they purchase that product. This way, the client can see the logical connection between the two requests and be more likely to agree.
The Reciprocity Principle
The basis of this is by providing value to your clients before asking for something in return, you can create a sense of obligation and increase the chances of them making a purchase.
One way to use the Reciprocity Principle is by providing your clients with free samples of a product. This creates value for your client, as they are able to try the product before making a purchase. It also creates a sense of obligation, as they feel they should return the favor by making a purchase. I love to do this by purchasing small sample sized bottles and filling them up at the backbar for clients to try.
Another way to use the Reciprocity Principle is by providing a complimentary service, such as a complimentary hair treatment, before asking your client to make a purchase. This creates value for your client, as they are able to experience the benefits of the product before making a purchase. It also creates a sense of obligation, as they feel they should return the favor by making a purchase.
When using the Reciprocity Principle, it's essential to be genuine and authentic in your approach. By providing value to your clients and being genuine in your intentions, you can establish trust and build a positive relationship with them.
