Imagine you’re at a spa and you just received the most amazing treatment! You look in the mirror and your skin is glowing, healthy and bright. You want your skin to look and feel like this every day! You ask your esthetician about the products she used and are crushed to learn that she doesn’t sell or offer them in her spa. Had the products been available, you would have invested right then and there. You are determined to look anywhere and everywhere to get these products and the spa just lost a sale and, possibly, a customer all because they could not provide you with the products you wanted.
Don’t let this happen to you. Retailing is an essential aspect of running a successful salon and spa, and it offers a more frequent and steady source of income. In fact, much of your “income” will come from selling the products used in treatments and not from treatments alone. Retail sales are so important and yet many of us are doing it wrong!
Avoid these retailing mistakes and gain a better understanding of how retailing can grow your business.
Keep shelves well stocked, organized, and clean
This seems like a given, but you would be surprised at how often this simple task misses the mark. Having sparse shelves and only carrying a few items is a big mistake. Customers are more likely to buy when the shelves are FULL, well organized, and cleaned. Having a fully stocked retail space is more attractive to customers and provides a sense of convenience. Don’t miss out on a sale because your customers can’t find what they need. Make sure your customers know that you can (and will) order what they need if you are currently out of stock.
One of the best tricks in the book! This allows your retail space to look fuller than it actually is. Pull products to the very front of the shelf, face forward, and stack if necessary to give a fuller appearance. Always restock products from the back to ensure that older inventory is sold first. This will allow for proper stock rotation and eliminate waste.
Understand the 4 Ps
- Product: Offer the right products for your customers and business. Products must benefit your customers and also provide a profit for you.
- Price: Consistency is key - Know what competitors are charging and keep your price about the same to prevent loss of business.
- Place: Provide a space for your customers to view, touch, and feel your products.
- Promote: Having the right products and space will do no good unless you promote them! Customers need to know the products exist and that they are there for them to enjoy.
Ask for the sale
We don’t like to think of ourselves as “salesmen” or being “too pushy” when it comes to selling, but we need to ask for the sale. There are definitely some wrong ways to do this so please pay attention. Focus on educating your client, rather than trying to “sell” to your client. When your client understands why you are recommending the products and why it will help with their concerns, they will purchase the product. Educate them on why and how they need to use the product to maintain or achieve their desired results. You wouldn’t go to the dentist for a cleaning and then not brush your teeth until you go back again, right? (LIGHTBULB)
Last - but not least - Customer Service
Your clients are your business and taking care of them should be your #1 goal. Getting to know your clients is the easy part but creating that loyalty is the biggest challenge. Everyone wants to feel like they are special, like they matter. Going the extra mile for our clients can make a world of difference. I don’t mean going out and doing something drastic either. Taking that extra step each time has a big impact on clients and leads to client retention. This could be as simple as providing a sweet treat at the end of a service to offering a complimentary sample of a new product. Take time to always take that extra step for your client- I promise it’s worth it.
Let’s start off 2017 with a BANG and make it the BEST YEAR EVER!
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