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Why bother retailing salon products? In the average salon, statistics show that 68% of clients have never been asked to buy a salon product. $2.6 billion is spent per year on hair care products sold out of the salon environment. Again, statistics show that the overwhelming majority of clients in the average salon, don�t believe professional products are better. Here are some reasons to consider why recommending professional products to your clientele is important:
1. Salon products are better. Generally, professional products use gentler surfactants (cleansers), are more concentrated, and have higher levels of ingredients that produce true results. Of any person, Hair Stylists see what damaging effect occur when a client uses a �drug store� brand. You also see what miracles can happen when a client uses a salon brand. You are the most qualified person to explain this to your clients.
2. You will retain more clients by retailing. You will retain over 90% of your clients if they are purchasing 3 or more professional products from you (based on statistics). Clients who are not buying from you are 60% more likely to leave.
3. Your clients want you to suggest professional products. The biggest complaint people have about their hair in a survey, was they could produce the same results at home their stylist did in the salon. This tells you that clients want to know how and with which products you styled their hair.
4. It builds your credibility as a professional. If you educate your clients about professional products and make your clients feel better about themselves, as a result, you will be more to your clients than �an average stylist.� You build your reputation, credibility, and professionalism through �value added� services.
5. It enhances your work and will attract new clients. The better your clients look weeks after they have been to see you, the more they become �advertising� for you. Word of mouth advertising is the best way to attract new clients, but you have to have lasting results to gain that advertising.
6. It is part of the industry. The stark reality is many top salons require stylists to retail up to (I�ve seen as high as 35% of their service dollars, in retail sales). Most salons that require retailing, expect every stylist to retail at least 15% of their overall volume in retail sales.
7. It requires the least effort on your part to produce income. Also, the more adept you become in recommending professional products, the better you will be in recommending additional chemical services. The bottom line is... it is easy money for you to make. It is virtually effortless.
8. If you do not recommend a professional product, your clients will buy products elsewhere. Virtually all of your clients use shampoos, conditioners, styling tools or hair sprays. They will buy these products somewhere. Why not from you? Unless you own stock in Wal-Mart®, why send your clients there? [Forgive my sarcasm.]
9. Professional products are a tool just like a blow dryer or scissors. You can not cut or blow dry in strength, moisture, or elasticity. Nor can you build a style without styling tools. The more you think of professional products as a way to solve your clients� needs the better your retail sales will become.
