Posted on July 8, 2015
After a winter that felt far too long, summer is finally here! That means school is over, vacations are starting, and your customers are busier than ever. Unfortunately, this can mean that your bookings may slow down. If you’re facing the summer slump, selling products is more important than ever. Since products typically have a higher profit margin than services, they’re a great way to help boost your bottom line.
Here are five ways to increase your summer product sales.
Summer’s great, don’t get me wrong, but it comes with its own set of hair and beauty challenges. This means that your customers are in the market for new products to help them manage the summer heat in style. Educating your customers on new products that will help them maintain their fabulous style all season long is a service to them. Make sure you stock your shelves with summer-specific products they’ll need in addition to your yearlong staples. That brings us to number 2.
In with the new, out with the old! If a product isn’t selling very well, get rid of it. Chances are, you have limited shelf space. Put new, exciting, seasonal products in the front of the shelves where your client will see them. If you notice your client looking at one of the items while he or she waits, take a minute to explain what it is and how it works. Also, make sure that your shelves have a little bit of breathing space. Crowding too much product in one place will make it harder for any one item to stand out to your clients.
Selling products is an important part of the service. That doesn’t mean you need to take a hard selling approach. Think of your sales strategy as education, not selling. Your clients rely on you to tell them which products will help maintain their style.
There are several points during an appointment where you can integrate education about available products, there’s no need to wait until the very end. At each step during the process (whether that’s shampooing, cutting, styling, etc.), educate your client on the products you are using, and how you are using them. Let them feel the products and hold the packaging, so they feel like they are a part of the process. The more you can help your clients feel confident about creating great style with those products at home, the more likely it is that they’ll buy.
When your client shows interest in different products throughout the appointment, keep a mental tally. At the end of your time together, gather up the different products and explain once more what each one does and why it’s important. Don’t push your client into making a decision, though. Just be friendly, informative, and enthusiastic. Excitement is contagious; if you’re excited about a product, your client will be, too.
With a new season comes new style, which means exciting new products for your clients to love. Take a cue from popular direct selling companies like Arbonne and Stella & Dot and throw a party! Invite your customers to a fun night filled with wine, appetizers, and styling tips. Offer mini-services, and a discount on products purchased at the party. Not only will everyone have a good time, you’ll sell some products, and maybe even create some long-term retail customers.
There’s a reason why so many retailers have loyalty programs – it’s because they work! It’s human nature; people are more likely to buy more products if they get a reward. There are many different ways to implement a loyalty program. One idea is to keep a tally of the dollar amount your clients spend on products. For every $100, give then a $10 gift card valid on a future service. Or start a punch card system. For every 12 products bought, they get one free. The choice is yours, so create a program that works for your business.