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G18/G6 Promote additional products or services to clients

Student’s name: Organisation:

Introduction It is an accepted fact that hairdressing is an integral part of the fast moving fashion industry and as such your work is always changing.


Promote additional products or services to clients G18 There is, however, one constant - what clients expect from their hairdresser. o A high standard of practical skill and technical competence. o Pleasant, comfortable and well-equipped salons. o A congenial atmosphere.

In addition to this, clients have become more educated about hair matters and they expect: •

Styling tips

So they can successfully manage their hair between salon appointments. •

Fashion tips

Not all clients are followers of fashion trends but most women are interested and will expect and value advice on how to interpret the fashion trend to suit themselves. •

Expert advice

On general hair care and in particular how to overcome or at least control their particular hair/scalp problem, and yet many hairdressers still do not consider it their responsibility to any more than cut and style. These are the, ‘What do you want today brigade?’!

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Promote additional products or services to clients G18 Market Research Market research figures over the last decade have shown a definite trend in increasing retail purchasing. Latest figures indicate people spend in excess of a staggering £550 million pounds. Yes, you read right, £550 million Shampoo

£185 million

Hairspray

£135 million

Styling Products

£120 million

Conditioner

£70 million

Colour

£50 million

Perm

£12 million

Market Share Tesco

8%

Morrisons

7%

Boots

21%

Other

64%

Salon staff achieve less than 1% in a time when even more clients visit salons now than ever before.

Activity Why do you think this is? Give three reasons: 1. 2. 3.

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Promote additional products or services to clients G18 Market Research cont. Some hairdressers give as an excuse for not retailing some of the following: •

My salon and staff are too busy to retail

The supermarket can undercut our salon

My clients won’t buy retail

My clients do not have any money

The salon is too small

I do not have a receptionist.

These are all excuses for not really trying and not offering a complete service: Staff stylists are too busy to retail •

If they are really too busy do they not talk to their clients?

The supermarket can undercut our salon • Of course the supermarket will undercut you, so Redken, Paul Mitchell, System Professional and Kèrastase don’t sell? My clients won’t buy retail •

They do, they just don’t buy from you!

My clients do not have any money •

So you’re a cheap salon and all your clients buy the cheapest of every thing?

The salon is too small •

What! You don’t have walls, shelves or cabinets to display items?

I do not have a receptionist.

Most salons don’t. What’s that got to do with anything? It’s the stylist that talks to clients and they are the hair experts, not the receptionist.

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Promote additional products or services to clients G18 Market Research cont. Now we have the excuses out of the way let us look at the real reasons why salon staff, do not retail: •

Lack of encouragement from the salon owner

Lack of motivation due to no incentives

Lack of training

Lack of knowledge

Lack of confidence

Perhaps the most important issue is training. Remember how you train to become a good hairdresser. You watch, listen and practise. So how can you be expected to retail unless you have been trained? The whole issue of how well you retail is about your training. Remember, if you retail, you are offering a complete service from salon through to home care and of course you can earn additional commission.

Communication

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Promote additional products or services to clients G18 Communication is not always about talking to clients, it is about a balance between asking questions, listening to what your client replies and understanding what the client is really saying

Activity What do you think the client is really saying?

My hair always seems dry.

I have to wash my hair every day.

My hair is dull

I’ve tried every thing for greasy hair

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Promote additional products or services to clients G18

Consultation The best way to find out what your client thinks about her hair is to ask questions during the initial consultation. Your client will have booked an appointment with you so it will be a normal part of her service. Once you have decided with the client what you plan do to with her hair, it is a natural progression to start talking about how she manages her hair between appointments. Throughout the consultation process you are gathering information.

We observe the individual, he/she, his/ her clothes, make up, posture.

We observe her/his hair and scalp.

We listen to what she/he tells us.

We ask questions, to find out more information.

We make a physical examination.

We check the record card.

Activity Who else gathers information about their client’s? ………………………………………………………………….. ………………………………………………………………….. Who else consults? ………………………………………………………………………………………………………….. ………………………………………………………………………………………………………….. Why do they do this? ………………………………………………………………………………………………………….. ………………………………………………………………………………………………………….. 7


Promote additional products or services to clients G18

Perhaps the most important technique in consultation is asking questions: •

Open questions

Closed questions

Open questions

These have non-predictable answers and are a general information-seeking question:

How has your hair been this time?

What do you think about a change this visit?

Closed questions

These are much more direct and seek specific information:

When did you last shampoo your hair?

What conditioner do you use?

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Promote additional products or services to clients G18 Gathering information Activity Working in pairs, list three open questions and closed questions Open questions ……………………………………………………………………………………………………………………….. ……………………………………………………………………………………………………………………….. ……………………………………………………………………………………………………………………….. ……………………………………………………………………………………………………………………….. ……………………………………………………………………………………………………………………….. ……………………………………………………………………………………………………………………….. Closed questions ……………………………………………………………………………………………………………………….. ……………………………………………………………………………………………………………………….. ……………………………………………………………………………………………………………………….. ……………………………………………………………………………………………………………………….. ……………………………………………………………………………………………………………………….. ………………………………………………………………………………………………………………………..

Through these question and answer techniques, you will identify a client’s needs.

Through your non verbal communication you will also communicate without realising Ask someone you work with to look at your body language over a short period. Is it aggressive, intimidating or appropriate? Do you say one thing but convey something completely different with your body language? Look at the picture. Is the stylist open and friendly, or closed and distant? Discuss with your group any comments made from observations.

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Promote additional products or services to clients G18 Non verbal communication is expressed through your body language and facial expressions Be aware of this during your consultation Angle of head

Eyes

Head and arms

Face

Tone of voice

Muscle tension

Posture

Gestures

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When you visit the surgery a doctor will carry out a full professional consultation it should have been carried out in the following way: •

Asking what you feel the problem is

Carrying out an examination

Confirming that there is a problem

Offering advice and guidance

Giving a prescription or referral

Asking to see you again, next appointment.

If you give your client clear and detailed information regarding your salon’s services and products, they can then reach an informed decision about what is right for them. Encourage them to ask questions on any points they wish to be clarified and check you have fully answered their questions. Stay focused during the discussion and look for signals that your client is not interested; this will allow you to close the discussion at an appropriate point and prevent any awkwardness. Successfully promoting additional services or products to your client will only serve to increase salon revenue and improve your salon’s professional image.

If you are going to recommend a service or product you really must be aware of what the product is designed to do, how it works and on what type of hair it is best suited. Make sure you have training on salon range of products This professional approach to consultation is the key to successful retailing. Professional consultation, without expert knowledge of the subject, is meaningless How good is your expert knowledge? Remember, prices should be displayed clearly so there is no embarrassment in having to ask.


Promote additional products or services to clients G18

By undertaking professional consultation, diagnosing hair and scalp problems and making recommendations to your clients about home prescriptions as well as inhouse treatments, you are offering another service at the same time as dealing with a client’s real concern about her hair or scalp. • • • •

It will add to the stylist’s income Add to the salon turnover Add to the salon profit margin Add to your salon credibility.

Structured consultation There are many structures that you can follow when carrying out a consultation but the one contained in this pack is a simple easy to learn and proven to bring excellent results. Gather information Uncover demand Recognise demand Think product Talk ingredients Talk effects Explain benefits Close

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Promote additional products or services to clients G18

We gather information all the time almost without realising it. We do it with our senses: •

We observe the individual, he / his clothes, make-up, posture.

We observe her/his hair and scalp.

We listen to what she/he tells us.

We ask questions to find out more information.

We make a physical examination.

We check the record card.

Perhaps the most important technique is asking questions:

Open questions.

Closed questions.

Open questions

These have non-predictable answers and are a general information-seeking question:

How has your hair been this time?

Are you thinking about a change this visit?

Closed questions

These are much more direct and seek specific information:

When did you last shampoo your hair?

What conditioner do you use?

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Promote additional products or services to clients G18 Uncover demand It is through this range of observation techniques, which you already do every day, plus the questioning technique, that you will uncover a client demand. A client demand is something that the client needs or wants but has not directly told you. Example: • • • •

I am hungry I am thirsty I seem to have greasy hair My hair is always dry

Demand Demand Demand Demand

Food A drink Healthy hair Shiny healthy hair

All too often hairdressers half listen. Why? Because they are concentrating on the service in hand, a cut or colour, so they miss the demand or do not recognise what the client is saying as a demand. Example: Client

I always had really good conditioned hair but since coming back from India it’s been dry and always out of shape. Hairdresser

Tell me about your trip to India. I always wanted to go but it’s so expensive . The hairdresser failed completely to see the signs, the demand…… and it was handed to her on a plate. Was she concentrating on something else or just in a daze? Activity What was the clients’ demand? ............................................................................................................................ ............................................................................................................................ ............................................................................................................................ ............................................................................................................................ ............................................................................................................................ ............................................................................................................................ Once you have uncovered a demand, support that demand. 14


Promote additional products or services to clients G18 Example

1. Yes, you are right; your hair is a little dry. 2. Now its summer we could do with brightening up your colour 3. Now your hair is this short we should talk about the right styling products for you. Think product or service, but always talk ingredients and benefit. Ingredient = What has it got in it, that will do the job and help to meet the demand? Example Benefit Example

Wheatgerm oil Panthanol, Aloevera = what will it give me? Shiny hair, less greasy hair, body

Think ingredients talk benefits

If a client has dry brittle hair she is not interested in a product name but just if the product will work, ……………………………………..she has tried all of them!!!!!!!!!!!! What your client is really interested in is will it work on her hair. 15


Promote additional products or services to clients G18 She is interested in how to use it and how much does it cost? She is not really interested in what is in the product. Example

What we will do is start you on a high intensity, wheat germ oil and panthonol treatment. The panthonol will enter the middle sections of the hair and add a lot more moisture which will stop your hair from feeling so dry. The hair will react better when being dried and will hold its shape longer. The wheat germ oil will coat the outer layers of the cuticle, the outer layers and make the hair much more shiny, without being greasy. We will start the intensive treatment here today, but you really need to follow this cycle at home as a home prescription. We will start today but I really want you to come back in a week. Can you just pop in as I want to see how your hair is progressing. You won’t recognise yourself. Your hair will be more manageable shiny and it will take you less time to manage it. All the underlined sections are the benefits in one short conversation. 1. 2. 3. 4.

Stop the hair feeling so dry Hair will react better when being dried Hold shape longer. More shiny

Product was not mentioned - it is immaterial.

Think product or service but always talk ingredients and benefit.

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Promote additional products or services to clients G18 It is absolutely a waste of time if you and your staff adopt this approach to structured consultation, but do not know the ingredients in the product range…………… Knowing the ingredients is as important as being able to cut hair well. It is an unfortunate fact that most staff do not know the ingredients of the products they use or the benefits of using them…………… It is not their fault. How many times have you organised a training event, how many times have you invited manufactures in to train your staff? Not once but every two months, so their knowledge builds up. Did you have one lesson and then be able to cut a bob? Did you have one lesson, then pass your driving test? Did you give up after one lesson? No of course not. Training means that you will stumble, get it wrong, and be embarrassed. We all do, but with support you will get better. However without detailed knowledge of what is in each product this whole session is a waste of your time - that’s how important it is. Remember

Everything you offer in the salon has a feature and a benefit Features of a product or service are its attributes or characteristics, for example, using mousse will aid the styling process. A feature might be it has a clip on top. The benefits of a product or service are the advantages it gives to a client. The services and products you provide will differ from that of another salon and will depend upon the hairdressing abilities of the staff. There are many ways in which you can update your knowledge of services and products when in the salon

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Promote additional products or services to clients G18 Activity Over the next few weeks research two different products and find out the main ingredients from each one and then translate these into benefits for the clients. When you have gathered this information discuss this within the group. If possible you can display examples of products stated. Choose one conditioner and one styling product.

Where can you find this information? ..................................................................... Conditioner Name ............................................................................................................................ Ingredients ............................................................................................................................ Benefits ............................................................................................................................ Styling Product Name ............................................................................................................................ Ingredients ............................................................................................................................ Benefits ............................................................................................................................ Discuss how can you update your knowledge? List some methods and the advantages or disadvantages of each method ............................................................................................................................ ............................................................................................................................ ............................................................................................................................ ............................................................................................................................ ............................................................................................................................ ............................................................................................................................ ............................................................................................................................ ............................................................................................................................

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Promote additional products or services to clients G18

Closing the sale The majority of hairdressers we train learn the system of consultation, understand and learn the ingredients and benefits in their product ranges, but have problems closing the sale.

Remember: you are not trying to sell the client something she does not need or want. You have carried out a professional consultation. The natural conclusion is a sale. It should be easy and natural and part of the flowing conversation you are having with the client. •

Do you agree we should start with the in-house intensive treatment?

I will ask our junior or receptionist to get a small bottle out for you.

Do you want the medium or small size?

Do you want the conditioner as well as the hair cleanser?

Activity In pairs can you write just two more suitable closes? 1. 2. Always gain your client’s agreement. You are seeking: 1. A yes 2. Ok then 3. That’s fine It is important that you follow the confirmation with home advice on how the client should use the product/s at home. She won’t know and will be looking for advice from you. If you do not give it how do you expect her to get the benefits at home? If it does not work who will she blame? Yes you, and it will be your fault.

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Promote additional products or services to clients G18 Home prescription and retail advice Once your client has bought a retail product or products to take home, make time to advise her/him on how to use the product to get the most benefit for her/his hair. Remember your client will not know how to use the product. If she uses it and it does not work who’s fault is it?

How does she know what is right for her hair? You are the professional.

Always recommend what is right. Always make time to advise your client. Always write the retail purchase on the record card so you won’t forget and if the client requests the same product next time, or wants to try something else because it wasn’t suitable.

As a professional hairdresser you have an obligation to offer clients additional services. If you consider these services will improve the client’s hair and/or scalp then you should recommend that service or product. Many salon staff may consider this to be selling but in reality it is professional advice and guidance to your clients. Do you think the doctor is trying to sell to you if he recommends a product you should use? Of course not. So why should you consider solid advice is selling?

Reception displays 20


Promote additional products or services to clients G18

Many salons pay lip service to retail by having a few products on display but to seriously retail, salon owners need to have big bold displays that are highly visible. and accessible to the client Remember: 1. To have clear prices displayed. 2. To have different sizes including trial sizes. 3. To clean and dust all products, each week. 4. To regularly change the displays to maintain interest.

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Promote additional products or services to clients G18 Marketing There are several ways to stimulate additional services and marketing is the term used to describe the activity of attracting new business. Salon owner tend to use three main ways of marketing: 1. Advertising in the local paper or radio station 2. Leaflet distribution. 3. Notices on boards The medium used should reflect the following: • • •

The type of business you have or want it to be The product or service you are marketing Timing of the marketing.

Many salon owners think that a few leaflets left around the place will bring in extra business. It will if you have a good promotion, special offer or new product to market and you distribute enough leaflets. Marketing specialists expect a return of 0.5 of 1% on a leaflet distribution. This means that for every 1000 leaflets distributed you will get in the region of 5 enquiries. For a salon to benefit they will need to distribute at least 10,000 leaflets giving them a return of 50 enquiries. Remember these are enquiries not bookings. Let us assume that half of these enquiries results in a booking. Then you have 25 new clients at an average price of £20.00 and you have made an additional £500 but it may have cost you the same, so has it been worth while? In the long term, perhaps.

Example of a leaflet sent to homes

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Promote additional products or services to clients G18 Marketing Radio advertising can be very expensive. In fact, it can run in to several thousand pounds, but it has the advantage of being heard by thousands of people several times a day for weeks at a time. Repetition is good. People will hear an advert several times before picking up the phone. Radio adverts are great to launch a new salon, promote a special event, but they must be costed. Press advertising is generally the most popular form of advertising although this also is expensive. A local paper can charge up to £1000 for half a page. Remember, you will pay £1000 for one person in each home, perhaps two to read your advert once…………………….will they remember it? If you chose to advertise here are some tips: • • • • • • •

Make sure your advert is instantly recognisable as your salon. Make the advert short, punchy and memorable. If it is a written advert make it short and to the point. Make sure you place your telephone number on the advert If it is an offer, put down the price. If the offer is limited, state the closing date. Look at the advert as if you were a new client. Would it make you ring?

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