With so much competition in beauty retail, it’s no surprise that this is one of the biggest challenges salons face today. Despite this, selling retail can be easier than you think, especially when you’re equipped with the proper information and strategies.
Most clients don’t come into the salon specifically to purchase product, but that doesn’t mean they won’t! In fact, almost 50% of all purchases are unplanned.
Additionally, 8 out of 10 impulse buys are actually made at brick and mortar stores. This gives salons a big advantage over online retailers.
When it comes to unplanned purchases, there are a few key factors that will influence the buyer’s decision.
Answers a Want or Need
What inspires impulse buys? Usually, it’s because the product excites us and fills some sort of need. Use your expertise and consultation skills to show your clients how your product recommendations will solve their hair concerns.
In order for an unplanned purchase to occur, the item in question needs to be available immediately. This sounds like a no-brainer, but it’s important to remember to keep sufficient inventory of in-demand products. If it’s out of stock, the sale is lost!
To further answer a client’s “want” or “need”, it’s ideal for them to experience the product themselves. Take the opportunity to do a quick DIY whenever possible. Put the product in your client’s hands and walk them through proper usage. Seeing immediate results will solidify the sale.
Value is one of the strongest determinants of an impulse buy. Ensure that your pricing is on-par with competitors. To highlight value further, focus on limited time promotions, as well as travel sizes and small “pick-me-ups” at the cash.
Your client needs to believe in the product and feel confident enough to go ahead and make the purchase. We know it can be awkward when you recommend a product, and your client immediately pulls out their phone to look for reviews. Use this to your advantage! Consultations and DIYs will likely counteract any mixed reviews, while positive reviews will boost confidence by reinforcing your recommendation.