Features of sales in a beauty salon
Ilya Veitsman describes in detail the features of sales in beauty salons, lists the main problems that exist today in this industry, and gives advice on how to overcome them
The Russian market of beauty salons is getting closer and closer to the more developed markets of the United States and major European countries. The beauty salon ceases to be the personification of status, elitism, prestige and preferences, and instead moves more and more into the service sector — “a La” restaurants. A trip to the salon and a haircut for $300-500 or time spent in a chair at the famous hairdresser, who often flashes on television and does the client a favor with his time, are left behind. Over the past 3-4 years, the client has grown wiser, learned to value their time and money, and began to demand first of all the high quality of both the service and, of course, the result itself.
Salon as a tool for our perception of ourselves
Going to a beauty salon gives a woman, and many men, a kind of outlet. No wonder, despite the crises of recent years, people still go to get a haircut, dye their hair, visit barbershops, and so on, adding a positive to their routine. Hairdressers, cosmetologists, and nail technicians are also psychologists, family consultants, and trusted people who sometimes know more about the client than doctors.
The work of a hairdresser is one of the few that affects our lives every day for 30-40 days. After all, every day when we Wake up, we see a picture that we don’t quite like. After we have washed and styled our hair, we see a radical difference-we see a transformation. And during these 30 or more days, we look in the mirror and either say what a cool haircut or coloring, or scold this master and wait for when you can repaint, and, God forbid, get a haircut.
Home care sales are a prolongation of the salon procedure
Today, more than ever, the topic of sales in a beauty salon has become more relevant for a number of reasons:
The crisis has reduced the number of clients who come to the beauty salon on a regular basis.
Reduced frequency of visits, which significantly reduces the profitability of the salon.
The average check in the salon decreased due to the reduced purchasing power of the population.
Market penetration by secondary (in the past) sales channels has increased: online stores, professional stores, Federal networks, not to mention the “suitcase” history and “drain markets” of professional cosmetics.
Customers have become smarter, travel more around the world, see products in the West much cheaper than they are offered in Russia, and bring something themselves.
Sales in a beauty salon mean not only sales of services and an increase in the average check due to the proposed SPA treatments, new care products, new haircut designs, cosmetic innovations and other innovations. First of all, sales imply the ability to extend the effect of services at home. After all, it is the constancy and repeatability of the result from a professional beauty salon that forces the client to return to this master or cosmetologist. And they do not always return to this particular salon (sometimes the client goes after the master to another salon or uses his services at home, or in his rented chair).
The hairdresser or cosmetologist, while serving the client, should make every effort to ensure that the client can independently extend the effect of the procedure for a long time. This is expert aerobatics and proof of the highest level of service. This is what strengthens or spoils the reputation of the master: not how the client looks when leaving the salon, but how he looks a day, three or even a couple of weeks after a visit to the salon.
Word of mouth is very slow
We constantly hear complaints from clients that they are not always able to style their hair or improve it as well as the master does. Whose fault is it: the client or the master?
Today, many Directors of beauty salons believe that it is “word of mouth” that will bring them new customers. They forget that according to statistics, a satisfied customer will share positive information with only two close people about where they were served, and negative information with ten. At the same time, if the hairdresser has done everything in his power and in addition provided the client with optimally selected home care, the client can easily maintain their own image (haircut, skin or nail condition). And when friends, colleagues, relatives notice the change and make a compliment, it is often then that they ask: “Who made such a good styling?”After learning that this is achieved at home, everyone begins to be interested in the name of the master, the name of the salon, who taught the client to maintain such an image at home. This version of word of mouth works much more effectively. This is the “salt of sales” in a beauty salon.
Selling benefits is the key to success
In order for this to work, so that sublimated sales occur painlessly and actively, it is necessary not only to choose a care or hair products. The most important thing is to tell about the benefits of the products, the rules for applying them, to get the client to take the product in hand and ask a professional (a hair stylist, a manicurist, a cosmetologist) to use it under the control of a professional.
If the fitness center coach shows you how to do the exercise correctly-everyone wins. If the master asks the client to work with their hair under his control, the client, in turn, increases their competence, and the master-the level of confidence in their recommendations, for example, to purchase funds for home care. After all, sales are always built on trust.
For example, a specialist hears from a client: “I have styling tools.” To this remark, the master’s answer is simple: “If you like the effect of my haircut and styling and you want to extend it for a fairly long time, I recommend these specific tools that have just been applied to your hair, told about their advantages and methods of application. Other products will give you a different result.”
If the client begins to doubt and ask why he needs to learn how to apply the product, properly dry his hair, keep the hair dryer correctly, if he pays for it to a specialist, in this case the answer is: “but tomorrow I will not be around, which means that I will not be able to do your styling. However, having taught you the simplest necessary elements, I am sure that now you will always look great, and my reputation as a professional will only grow from this.”
3% of turnover due to retail is not sales in a beauty salon
There are three types of sales in the salon:
The lack of sales;
There are still a lot of salons that do not sell home care products to their customers. Thus, these salons strongly encourage customers to go to their competitors, where you can get a full service, including retail sales. In the United States, with all the market saturation and more aggressive competition than in Russia, there are salons where up to 30% of turnover comes from retail sales of the same brands that can be purchased in other channels.
In Moscow, a rare salon receives revenue from retail above 5-7%, and large chains are no exception. And in small cities, the problem is even more urgent. Many salons are satisfied with 2-3%, without ceasing to complain about stores, the Internet, the lack of customers, but do not take any action other than standard advertising or buying new equipment, or chasing so — called fad-temporary products or destinations that are in high demand. Often these are marketing moves that offer nothing new. Examples of this are procedures: lamination, bio-lamination, Botox for hair, screening, glazing, illumination, and other “attractive names” that raise sales of services to uninformed salon customers. We are not even talking about the fact that half of the population is sure that a product that hints that hair can be strong as a ponytail, in fact, has nothing to do with professional tools, but pleases its creators with very high sales (even in some hairdressers).
Consultation is a sale without sales
Much has been said about vparivanie before me, and the days of such an aggressive approach to sales are gone. Vparivanie in the hands of a craftsman with a suspended tongue also works, but usually once. A beauty salon expects and should work on a constant flow of money from sales. Therefore, pushing the client causes a sharp negative, and in most cases does not lead to sales.
Advisory sales are based both in beauty salons on determining the client’s needs and on offering them the optimal solution. Alas, we still hear that hairdressers are not sellers, cosmetologists themselves sell something behind closed doors, and manicure masters do not even offer customers to buy nail Polish at home. But many women have 10 different varnishes at home, and some have 20. But today, in fact, no nail Polish is sold in any salon or in any Express manicure Studio, and this is an article of significant revenue for the salon.
To increase the effectiveness of sales in a beauty salon, employees need to try to touch all the client’s senses: vision, hearing, touch, and smell. The taste is unlikely to be useful to us. But when the customer saw the product, heard about its advantages, held the bottle in his hands (thus, for a while got the product), heard the aroma or bouquet and, of course, felt the product on his hair, face or body-then this process gives rise to emotions in the person, smoothly leading him to purchase.