The Secrets to In-Salon Sales Success Part 2 - The In-Salon Experience
Sales maximisation really does begin and end with the in-salon experience. This manual kicks of with a re-visit to the myths contained within the first guide in the series.
This is a very deliberate ploy. Mainly because if these barriers to sale aren’t banished, forever, then your sales will remain totally and utterly fixed within the doldrums. Get these out of the way permanently and you can open the flood-gates to increased sales.
Setting the Scene
You only get one chance to make a first impression. So make sure it is a good one. The first section seeks to set the mindset for success. Making sure you, your staff and your premises are all set and ready.
As a pre-curser to this step you do need to fully understand exactly what products and services you actually sell. You see you might think that you sell:
- Waxing
- Facials
- Manicures
- Pedicures
And so on. But, in reality, this is NOT what people are actually buying. They’re buying something totally different! This section opens up new possibilities and new avenues to explore.
Processes and Procedures
Running a successful salon sales operation is just like baking a great cake. You need to follow each and every step to make absolutely sure of getting the best results.
This section lays out each and every one of those steps. It begins with your front line asset, your staff (and you!) Making sure everything from top to toe is exactly right to make a great impression.
You then move onto making sure your premises give the right impression that dovetails with your own expectations and aspirations.
With these bases fully covered you’re now ready to inject the final piece of the jigsaw - the customer!
BUT - before you let your therapists and clients loose into your salon take a ‘Customer Walk Through’. This section of the guide gives a total of 13 very clear and concise pointers to be considered when you’re doing a customer walk through. Each point, each stage is designed so that you’re not only delivering great client services but also maximising sales opportunities.
Get this right and not only will your clients love you for it but they’ll also be spending more!
Selling In the Treatment Room
Often THE most neglected and ignored sales opportunity any salon owner faces. This section of the manual begins before a client has even walked through the door. This imperative but often soo neglected step is very often the hinge behind sales success. You’ll learn how to maximise revenues BEFORE the client walks through the door.
Once in the treatment room there are areas of conversation that can help the sale along and there are areas of conversation that can kill it stone dead. This section gives pointers on the types of questions to ask and, more importantly, the areas to avoid.
The central theme is to provide the client with the knowledge, the skills and the experience to gain the very best for themselves. If you follow these steps correctly then the client will naturally want to buy from you - this is all achieved WITHOUT any ‘hard sell’ tactics.
Once the Treatment is Over
This is really ‘putting the icing on the cake’. But, again, sadly, a step so often ignored. Just a few minutes investment of your time with each client can net the sales you’re after.
Following the procedures laid out in the manual you can make sure that you’re maximising your retail revenues.
Getting Re-bookings
This can be the very success or failure of any salon. A salon who gets the client to re-book is far more likely to succeed than a salon that doesn’t.
This section show you how to achieve re-bookings WITHOUT taking money out of your till. The temptation can be to offer a discount for re-booking. For commercial success this is NOT the best way forward. This section shows you how to achieve re-bookings profitably by employing techniques like:
- Adding value at little or no cost to you
- Running loyalty programmes - with a few special ‘twists’ to make them even more exciting
- The £10 deposit
- The Yearly Payment Plan
- Creating Scarcity
All of which can build those re-booking rates WITHOUT taking cash out of your till.
To Conclude
Certainly a ‘Monster’ of a second guide in the series. So jam packed with tips and techniques that would be impossible to implement them all at once - and probably suicidal if you tried! But, by highlighting the areas you want to focus on you can start your journey into a bright new world of sales success.
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"Without doubt the best business decision I have ever made. Just one example, I bought a new machine for my salon costing £20,000 - just using the marketing tools I got as an Inner Circle member - the flyers, the sales letters, the ads and all the advice and help - I paid for that whole machine inside two months. In fact in the first two months of having that machine, we took an EXTRA £72,000 in sales. I wish I'd had access to this marketing system 15 years ago!"
- Cailee Byron, Hair & Beauty Professionals, Long Eaton, Nottingham
"Since buying my toolkit my numbers of clientele has improved beyond recognition together with each client spending more pro-rata than ever before. I am now in the process of employing more staff and have the confidence to do this knowing that the help I have from Martin is second to none."
- Diane Matthews, Diane Matthews Clinics, 118a North Street, Romford, Essex
"After 20 years in the beauty trade I applied just one of the ideas in the Toolkit and have just had my best January EVER! A slump in the economy? PAH! Using the Toolkit, January generated £20,000 in sales which is £6,000 better than we have ever done before."
- Joanna Philpot, Mayflower Health & Beauty Clinic, 35 Mayflower Way, Beaconsfield, Bucks