The Importance of Retailing to Clients by Kylie Clare
By - Famous Names and Artistic Nail Design Principle Educator Kylie Clare
I’ve personally never been a “pushy” nail professional when it comes to retailing products to my clients, but over the many years I’ve been in this industry I have realised the importance of recommending products to clients to maintain their nails and skin at home in-between their regular salon appointments.
Here’s some keys points to ensure you maximise on retail sales within your salon:
- Keep your retail area clean, tidy and inviting
- Use point of sale signage, shelf talkers and promotional materials to draw attention to the retail area
- Display products in high traffic areas e.g. – workstation, waiting area, treatment rooms
- Don’t be shy when it comes to recommending products to clients
- Ask questions to determine the clients’ needs and requirements, including price point they can afford
- Have a range of quality products that have different price points as not all clients can afford high end prices
- Ensure you have testers available and use the products you retail during the service
- Loyalty cards are a great way to encourage sales – for example buy 9 get the 10th ½ price
- Consider impulse buyers – these are the clients that haven’t pre-planned to purchase and make a decision on the spur of the moment, this is usually triggered by feelings and emotions, a great tip is to have a small retail display at the reception area for last minute purchases
- Educate your clients on “why it’s important to maintain their nails at home”, mention the benefits of using the product regularly
And the most important point …… Believe in the products you use and retail, this gives the product credibility and it’s always easier to sell something you use and love.
Consider if you don’t have it on the shelf at the salon then you can’t sell it therefore the client may purchase a similar product elsewhere …… the problem with this is that you lose the sale and the client may purchase a nonprofessional alternative while they are shopping at the local supermarket or pharmacy
So which products are ideal for you to stock in the salon?
1 – Anything that compliments the services you perform on clients.
2 – A good quality cuticle oil – such as my favourite, Famous Names Dadi Oil.
3 – A good quality hand cream – try Famous names Dadi Lotion or Salt of the Earth Mineral Cream.
4 – Matching Lacquers – one great addition to both Artistic Nail Design and IBD Products is that they both have a large range of matching lacquers that are the perfect retail item for your clients that have a Gel Polish or Dip service performed in the salon, I always try to upsell the matching colour in lacquer so that the client has this in easy reach if they chip or break a nail or decide they want to paint their toenails the same colour to match.
6 – Non acetone nail polish remover – for clients that have traditional polish applied after their manicure.
7 – Natural nail files and Buffers – a perfect complement to natural nail manicures – try the Artistic Exact file (240/240 grit) and Effect Buffer or the IBD Quick Shiner (available in a 12-piece display)
Always recommend homecare products to your client as this can enhance the longevity of their professional nail services, during every service you perform talk about the products you’re using and point out the benefits to the client
Every new nail client should at least leave the salon with cuticle oil……. I always use this sales phrase to clients to close the sale and make them understand why they need to use the product and to realise it’s not just to try and sell them something ……
Imagine if you washed your hair daily and didn’t condition it ….. How would it feel …. The response is usually dry or brittle, my response is always the same …….so nails are made of hard keratin just like your hair therefore they need conditioning daily to keep the nails flexible and the surrounding skin moisturised, imagine if you didn’t condition your hair after you washed it …. How would it feel…… the response is usually dry, brittle and unmanageable?
Education is the key when it comes to recommending products.
With the festive season approaching now is the perfect time to stock up on your retail products
Professional Salon Brands hold regular online training please email email@example.com to register your interest