Retail Tips You Need to Know to Get Your Product Flying Off the Shelf
Spoiler Alert: You can make 30% of your sales in retail
We know you read that spoiler alert right there under the title of this blog, and we know you think we’re totally kidding.
But guess what? We’re not.
You truly—seriously—can make 30 percent of your sales just from retail (and honestly, probably more if you’re doing it pretty dang well). You might be thinking that you—personally—could never do this. Maybe you have too many other things to focus on, employees to wrangle, trends to keep up on, and education to continue. Maybe you just don’t fancy yourself a salesperson. No matter what excuse you’re thinking up right now, we promise you, this is totally doable for you!
This isn’t some lofty dream that you think about as you drift off to sleep after a long hard day working on your feet for 10 hours—this is a real thing and we’re here to help you get there. It might just take a little practice.
Check out some of our tried and true tips for upping your retail game.
Choose the Products You Want to Sell (and Believe In)
Here are the facts—retail has a much higher profit margin to the salon you’re running (or working in) than your service sales do.
We’re not saying that your services sales aren’t valuable—without your services, how would the salon possibly function? But we are saying, financially speaking, it’s a lot more profitable to take ten minutes of your day to sell a product than it is to spend 3 hours selling a single service. At the end of the day, that’s just math.
So, why is it so hard for stylists to sell products? Oftentimes, it’s because they’re attempting to sell products that they either don’t believe in or don’t want to sell. That makes a huge difference. If you’re going to stock your retail shelves with products, it only makes sense to sell the products that you’re willing to put your name on. Not only will that make it easier for you to sell—you’ll have no qualms about recommending a product you believe in—but it will also help you build up your relationships with your clients.
If you’re offering your clients services that they love on top of products that help them get the look they want (time and again), they’re bound to come back to you when they run out.
Optimize Your Retail Display
We’re keeping this section short and sweet because we truly don’t believe you should complicate this. Your display should be fun, aesthetic, and easy for your clients to access—if you hide away your display, set it up in a confusing way, or don’t showcase your products in a way that makes functional sense, you’re definitely not going to pique anyone’s interest.
Practice, Practice, Practice
Even if you’re never going to be the world’s best salesperson (I mean, that’s not the point of your industry in the first place), that doesn’t mean you can’t make big sales that benefit your salon. In fact, once you start thinking about retail sales as part of your salon job, you’ll probably be more on board to start amping up your game.
The best way to really dive into your “job” as a salesperson? Practice.
They don’t say practice makes perfect for nothing, guys—it’s a tried and true method to get seriously better at something. Selling retail in a salon is a part of your service. You obviously want to provide the best service you can. That’s why you practice a new style or technique hundreds of times until you get it right. Think about retail sales in the same way.
Know Your Product
Have you ever tried to buy something—a car, a pair of jeans, a skin care product—and the salesperson you’re talking to doesn’t have a clue what the products all about? Surely, you’ been in the situation where you’re standing there, asking an expert their opinion on something, and they simply can’t give it to you because they know little to nothing about the product you’re inquiring on. That’s the best way to be a bad salesperson.
One of the most important rules to be a fantastic salesperson is to actually know what you’re talking about. If you’re trying to sell a new product, don’t just do it on the fly. Take some time to use it, test it out, get familiar with it—do your best to understand everything you can about that product before you try to sell it to someone else.
Trust us, your customer will know the difference.
Don’t be Afraid of Discounts & Deals
If you have clients, employers, employees, or anyone in your life give you critical—yet constructive—feedback about your performance, your people skills, your talents, etc., try to take it to heart.
Oftentimes, people aren’t giving you critiques because they want to hurt you—typically, they want to call your attention to something that could make you a better stylist or artist. That’s not to say that there won’t be people out there whose feedback comes from a malicious place, but as a general rule, we suggest truly reflecting on critical feedback and analyzing what you could learn from it.