Don’t put the cart before the horse
I was speaking to a salon owner the other day and they were rightly concerned that they had shelves and shelves of products that they just weren’t selling. (Sounds familiar?)
They wanted me to come up with a killer campaign to get those products moving off the shelf. Now, as it happens, putting together the campaign is actually the easy bit!
You see devising the campaign, putting the materials together, publicising the event, generating the interest, getting folk into the salon - all of these things are relatively easy.
BUT here’s the hard bit. If the staff that they employ can’t actively sell the products, then all that effort has come to absolutely nothing.
Salon Promotions Case Study: I was working with another salon owner. They wanted to run an event of FREE treatments to get people into the salon. The event itself was a complete success. All of the FREE treatment slots were fully booked. The salon was literally jam packed full.
Sadly, though, the event was a complete flop. Why? Because when the salon owner herself was doing the treatments she was selling great guns. However, the other therapists were selling nothing. Zip. Nadda. Nowt.
The reason behind this was that the salon owner had a vested interest in the promotion. The therapists, however, had no interest PLUS they lacked the essential selling skills required to close each and every deal.
So here’s the lesson: before embarking upon any promotion, be that an offer in salon or attempting to create retail sales, you need to ‘get your ducks in line’. What I mean by this is that you need:
- ALL staff to understand what it is that you’re actually trying to achieve
- Make sure that EVERYONE has bought into and supports the promotion
- If possible create sales goals, targets for each and everyone to attain
- Reward and praise those that attain these targets
- Carry out a ‘sales audit’ - this can be a quick and dirty ‘what you think’ audit or a more rigorous approach. But what you must do is ascertain the capability of each of the ‘sales’ staff in their sales techniques. Anyone who falls short of having the skills to make sales will need some form of sales training.
Luckily the Super Successful Salon Sales and Marketing Toolkit has a full manual dedicated purely to Selling in the Salon. It addresses and busts the 7 most commonly heard myths of salon selling. It then provides the reader with the skills, techniques and strategies to turn even the most reticent Therapist into a salon selling super star.
For more information click here
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