7 Ways to Increase Retail Sales in Salon

7 Ways to Increase Retail Sales in Salon

People passionate about healthy skin don't just go for salon treatments in isolation; they invest in skincare routines they can take home that will help to foster their skin goals. As a skincare professional, you are already using active cosmeceuticals at home, with clean makeup and supplements to enhance and achieve 100% skincare to protect and maintain the results from in-salon. There are abundant opportunities for clients to maintain and achieve healthy skin by purchasing your retail products. After all, isn't consistently beautiful skin the goal?

Clients come to you for help with their skin concerns and goals since that's your area of expertise. As mentioned, the professionally recommended products your clients take home are just as crucial as professional treatments. So why do so many skin professionals shy away from recommended at-home care? Refrain from thinking of it as cold selling (which we know can sound daunting). It's essential to understand that making at-home recommendations for an ongoing regime is often what your client seeks from you - but it isn't their job to ask, and they may not know how to. Showcase your knowledge thoughtfully and genuinely; when you mean what you say with the knowledge and facts you already have, you will further enhance their salon experience and your targeted retail sales. Win-win!

Next time you treat a client seeking true skin results, consider these factors for naturally encouraging not only retail sales from your clients but lasting skincare results. 

1. Really know your client's goals

Research conducted by salon software management provider Phorest proved that 74% of clients that came into salon were very interested in purchasing retail products from the salon they receive treatments from. In other words, your advice and product recommendations are valued.

Before you make recommendations make sure you have an understanding of your client's skin, skin goals, budget, and lifestyle. Ask open-ended questions to truly get an idea of where their head is at. Don't ever assume they aren't interested in what you have to offer until they tell you that they aren't.

Instead of asking yes or no questions like, 'Have you had a good day?', 'Do you wash your face?' or 'Do you have oily skin?', ask open-ended questions. These are questions that require more than one word to answer such as, 'How has your day been?', 'How do you cleanse your skin?' and 'Tell me about your skin; how, how does it feel throughout the day?' From here you can always guide your client with yes or no questions when necessary but your first questions must always be open to allow your client to elaborate and tell you why they are here.

2. Plant ideas for your retail products

While you are asking your client open-ended questions like the above, think about retail products that link with your client's responses. Every skin concern/response will have products associated with them.
For example, if a client says their makeup never stays on because their skin is too oily, think of a mattifying primer and cleanser to support healthy sebum production. For premature ageing skin, think about their collagen levels and a supplement that supports collagen production from the inside. Your clients may mention hot topics such as skin cycling and skin barrier protection, here think of pre-cleansing oils and exfoliants that you sell in your salon.

You don't need to mention these products straight away, but instead, plant the seed by asking if they've ever used a primer (or supplement or whatever product came to mind), letting the conversation flow naturally. When the moment is right, let them know what they need and show them why.

3. Give clients a feel for the product

 Now that you have a reason for recommending a product, you need the facts to back yourself. Showing your client both physically and verbally goes a long way. The client needs to picture themselves using this product before they will want to buy it.

Features and benefits will give distinct reasons for your recommendation and make you even more trustworthy. It's also an easy way to let clients know what's in it for them.

See the below table of features and benefits to get your ideas flowing:

Product Recommendation Feature Benefit

jane iredale

PurePressed Base

Micronised Minerals that lay flat on the skin. Allows for a flawless finish that allows the skin to breathe.

Environ

Serience Night Serum

The ingredient Malachite

Is a powerful antioxidant that protects against environmental aggressors and pollution.

Advanced Nutrition Programme

Skin Vit C

Acerola Cherry is one of the highest natural sources of vitamin C possible Supports normal blood vessels to achieve brighter skin.

 

TIP: Similar to “The Categories Game”, choose a popular add-on product and get all team members to say a feature and benefit of that product. Keep going around the group until someone can't think of any more. Remind your team that they can be even more precise with these based on who their client is.

4. Be confident in what you offer

If you don't believe in what you're saying, your clients won't either. Avoid using terms like 'I think' and replace them with statements. Make your recommendations something your client needs. State the facts, ‘Australians need foundations with SPF for that additional sun protection’, ‘Your skin doesn't fully absorb your skincare if you aren’t using a toner and Cosmetic Roller’, ‘For sustaining skincare results you must be supported by the supplements you need.’ 

Makeup is also a great example of how to do this. Find shades that suit your client's skin tone and let them know, 'This is your colour!' or 'This foundation was made with your skin in mind.'

Remember: The above examples can easily become more specific to your customer, their skin type and skin goals. If a client isn’t ready to make that investment yet, that’s okay just kindly reassure them of alternatives for the meantime and let them know you understand.

5. Exceptional customer service

We know that you probably already do this one, but it is always worth mentioning that simply being helpful, kind and patient goes a long way. Don't be put off if a customer doesn't respond the way you might like initially, they are the ones seeking the most quality customer service. So be patient, and continue to be kind and mindful of their needs.

Remember almost 75% of clients are wanting to make a purchase IF you give them a reason to.

6. Amp up your merchandise display

Your product display plays a colossal role in your brand awareness, image and sales. When clients see clean, well-presented retail products they are more likely to engage and associate it with those characteristics too. 

Place retail items in a position where your clients will always see them. Add signage for when your team are busy, as sometimes products can sell themselves if they are displayed correctly.

Take photos for social media, this may inspire new arrangements that spark your customer's interest.

Remember: The way that your products are displayed is a reflection of them in the eyes of your clients. 

7. Make it fun!

Ultimately if your recommendations feel forced, your clients are going to know. You already know how to communicate in an engaging way with your clientele, now all you need to do is weave in some product recommendations for salon growth.

As a beauty professional, you know the benefits these products have for the longevity of treatments and beautiful skin. Genuine recommendations go a lot further than you may initially think, so give it a go, train your fellow team members and share your wins with one another on a day to day basis.

Are you a salon that would love to further implement an experience like this and grow your salon with even more skin-loving products? We would love to hear from you, learn how to become a stockist today, or if you are an existing stockist let us know your favourite products to sell to your customers below!

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