KEY TAKEAWAYS: Selling retail beauty products can help your beauty biz reach new heights. By building trust with your clients through education, you can increase your retail salon sales and see your earning potential blossom.
Beauty pros often offer a diverse range of services thanks to their multiple skill sets, passion for all things beauty, and dedication to their craft and education. For many, it is these services that allow them to connect with clients, grow their beauty business, and find success.
At a certain point, however, you will have to find new and different ways to expand your beauty biz. This is where retail sales come in.
Selling beauty products opens the door to massive earning potential by adding an entirely different dimension to your beauty biz. Sounds like an incredible opportunity, right? We agree!
If you want to learn how to increase retail sales in your salon, you’ve come to the right place. Read on for your guide to growing the retail side of your beauty biz by educating your clients and building trust with them.
How to Increase Retail Sales in a Salon
Educate Your Clients About Products During Their Consultation
Whether you’re onboarding a new client or updating a loyal customer’s profile with a follow-up consultation, sitting down for a one-on-one conversation presents a tremendous opportunity to discuss the benefits of beauty products and educate them about those that you offer.
In addition to having the opportunity to openly discuss beauty products with your clients, consultations are the perfect time and place to make the benefits of such products personally applicable to them.
Do they have textured hair? Fill them in on how a specific shampoo or conditioner can help preserve and accentuate their natural hair.
If they have chronically dry skin, now is the time to educate them on a proper skincare regimen and the products they can use to hydrate and nourish those troublesome areas.
No matter what the specific needs and preferences of your client may be, a consultation can serve as the ultimate opportunity to provide valuable educational information and build a personal relationship with them–both of which help build trust.
Demonstrate Product Effectiveness During the Service
Different people learn best from different methods. While your friend might excel at learning from lectures, you may be more comfortable when you learn by doing.
Often, a combination of various educational approaches is the more effective way to provide a comprehensive understanding of the topic at hand.
"A consultation can serve as the ultimate opportunity to provide valuable educational information & build a personal relationship with them – both help build trust."
Educating your clients about retail beauty products is much the same.
The consultation and conversation that happens in that context may be extremely useful and enlightening, but physically demonstrating how effective a product can be during a service can sometimes be the evidence a client needs to fully understand how great the product is.
So, if you’re wondering how to increase retail sales in your salon, using the actual products you plan to sell is by far one of the best ways to accomplish your goal.
Populate your backbar with hair products, skin care products, cosmetics, and other beauty products you carry in your retail store. You can even use beauty equipment and tools that you have for sale.
Allowing your clients to experience first-hand just how amazing these products are is often the only sales pitch they need.
Promote In-Salon Availability of Retail Products
Online shopping has become the go-to option for many people, and we totally understand why. In fact, we encourage you to start your own online store where you can reach a larger market and expand the retail side of your beauty biz even more.
That being said, having retail products available for sale in your salon can be an advantage you can leverage.
Whether your client wants to try a product you’ve introduced them to during a service or they have a handful of go-to products for their beauty routine, having a selection for sale on-site makes it quick and convenient for them to purchase while they’re at your salon.
This in-store experience also presents the perfect opportunity to walk your client through exactly which products they should consider and why. It’s an excellent way to educate them and build a dialogue of trust in a very personal way.
Better still, many of your clients want to support their community by buying from small businesses like yours. The fact that they can benefit from the convenience of buying at your shop is simply an added bonus to the opportunity to support you–their favorite beauty pro!
We hope that this guide has helped you learn how to increase retail sales in your salon and inspired you to create stronger bonds with your clients.
If you want more beauty industry insights, tips, and guides, be sure to subscribe to Elite Beauty Society and visit our blog!
Meet Hanna Marcus, the Founder and Head Copy Gal behind Boundless Copy, a one-of-a-kind copywriting agency that specializes in big, bold brand voice and industry-disrupting copy that’s all about resonating with the right audience.
Hanna has proudly teamed up with Elite Beauty Society for several years as their go-to copywriter on all things beauty, small biz marketing, and brand voice development. She’s big on feeling-first writing–her personal soapbox is that the best copy starts with telling a story.
When she’s not writing cheeky, converting copy for clients, she’s mentoring other aspiring copywriters and creating digital copywriting resources designed for service pros and focused on taking the stress out of DIY copywriting.
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