Beauty LaunchPad - February 2014 - (Page 112)

© 2014 JD Beauty Group Detail for Retail Closing the Sale Shift the perception of retailing products away from selling and toward creating loyalty and giving the client what she wants. -TRACY MORIN "I'm a creative type-not a salesperson!" Sound familiar? "No, you're not a salesperson," agrees Sue Trondson, North America Salon Sales and Education Vice President for Aveda. "You're a professional. And as a professional, you must provide your clients with the tools, products and techniques to achieve their desired results. Otherwise, you lower the standard of guest care, which can ultimately impact retention and referrals." Trondson estimates that eight out of 10 salon clients leave without product, but a few tactics can turn that around. First, make sure everyone on the team uses and knows all about the products retailed in the salon. Also ensuring a consistent consultation will discover guests' needs, allowing for retailing opportunities. Finally, owners or managers should keep score, lead by example, observe the floor, coach winning behaviors and celebrate successes. This formula has worked wonders for Omagi Salon and Spa in Louisville, Kentucky. "It's like putting a fishing pole in a pond-if you feel a nibble and don't reel it in, you lose the fish," explains General Manager Wes Auberry. "So when you see a customer looking at products, find out her needs and discuss their benefits- don't just walk away!" At Omagi, retail savvy is developed through weekly in-salon training with role-playing to address potential scenarios. Incentivizing is also important, but Auberry stresses that the reward must be high-value (like a paid day off or trip to an education event) to truly motivate. "Offer something that will appeal to as many people as possible, and make it a competition," Auberry advises. "Selling without selling" is also key at Omagi. When a facial anti-aging cream was retailing at a snail's pace, staff started applying it on customers' hands, and it quickly became a best seller. "We don't ask the customer, 'Would you like...?'" notes Auberry. "Instead of asking if they'd like a makeup touch-up after color, we'll say, 'Follow us to the makeup counter.' We want to anticipate a customer's needs and wow them-which ultimately creates loyalty." If you hear common objections like "No thanks, not today" or "I'm all set," don't stop recommending. Instead, practice a response that reiterates your intention: "No worries-as a professional, I just want to make sure I share with you my recommendations on the best products for you based on what you shared with Sue Trondson, North America Salon Sales and me earlier. Let me write these down for you and when you're Education Vice President ready, you can pick them up." You might also add, "If there is one for Aveda, shares tips on thing on this list you should be sure to start with, it's X." Provide how to handle a reluctant professional opinions, which will keep you feeling confident and elevated in the guest's mind regardless of the outcome. product purchaser. 112 | BEAUTY LAUNCHPAD | FEBRUARY 2014 VSTOCK/GETTY IMAGES REWIRING YOUR RESPONSE

Table of Contents for the Digital Edition of Beauty LaunchPad - February 2014

Beauty LaunchPad - February 2014
Log On
Editor’s Notebook
On the Cover
Salon of the Month
Green Piece
Giving Back
Preview: Tools
Preview: Men
Preview: Hair
Preview: Skin
Preview: Nails/Makeup
Runway Report
Mood Board
Passion Project
Oiled Again!
Business Affairs
Detail for Retail
Head of the Class
Free Launch
Learning Curve
Social Network
Advertiser Index
World View

Beauty LaunchPad - February 2014