First Chair - Spring 2009 - (Page 11) 2. Recommend like an expert. Retailing is part of the service, agree our experts, and the right recommendation only solidifies your reputation as a beauty authority in your clients’ eyes. “It’s not about being pushy; it’s taking the time to educate your client on what you are putting on their hair, why, and how to use it,” declares Jen Dauble, general manager of Stella Nova, which has several salon and spa locations in the Charleston, South Carolina area. Recommending gets easier when you look at it as suggesting rather than selling, advises Tracee Barber, salon and retail specialist at Marinello Schools of Beauty in the Western U.S. “The main reason to retail is to help your client achieve the same results at home, and that will create one happy customer,” adds Barber. “Once you see retail as a tool to improve the quality of service they receive when they visit you, nothing can stop you.” 3. Develop a retailing strategy. The first rule of retailing is to set reasonable and attainable goals, says Barber. “When you are first beginning, it’s important that your goals match your comfort level of retailing. As your level of comfort rises, that’s when you can begin to push yourself to increase your sales.” Barber suggests starting easy by recommending a styling product you love that works for multiple hair types: “The more you believe in the product you are recommending, the better explanations and reasons to use this product you will be able to provide.” Set an initial goal of having each client purchase at least one product. As you improve your retailing skills, increase your goal to have each client purchase at least two of the three products you recommend. Barber’s tips to close the sale: “Avoid using these words: ‘purchase,’ ‘buy,’ ‘sell,’ ‘retail.’ Use phrases like ‘Which of these products will you be taking home today?’ and ‘Are there any other products that you would like to include from your visit for today?’” 4. Look the part. It’s no secret that stylists must set a great example for their clients. One motto at Stella Nova is: “We are in the beauty business and your appearance should reflect that. Make sure your hair, make-up and wardrobe are polished and professional everyday!” At Ginger Bay Salon and Spa Group in Kirkwood, Missouri, marketing director Katie Beck says even tight budgets aren’t an excuse for looking less than your best. If your finances prevent a wardrobe upgrade, Beck recommends new stylists talk to their salon mentors about different alternatives for a fresh look. And if you’re just not sure how to present yourself, Ricci recommends this failsafe option: wear all black, be well groomed, and make sure your make-up is done. Learn more @ firstchair.com MODERN SALON’S FIRSTCHAIR SPRING 2009 11 http://www.firstchair.com
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