Choosing the best product range for your salon is one of the most important decisions you will have to make. Up to 50% of your earnings can come from selling your products. On quieter days your product sales literally save your salon and your bank balance!
Haven’t you heard- your product supplier is your best bet to grow.
Your products will ultimately showcase your ethos, your professionalism and your salon’s message.
Ask any therapist how motivated she is to sell her products when she’s had a slow day and you will probably hear a story on how it was a miracle that a client saved her from being a starving therapist, simply by buying a couple of products before leaving.
The truth behind was no miracle. The therapist was simply super motivated to sell, and she of course filled a client’s need at the same time.
We know that our clients are going to be buying their cleanser, moisturizer, body cream, make-up or other products anyway – either online, in the supermarket, at a home pamper party or in a shopping mall.
And we know we can save them time and energy by getting the best quality product exactly suited to their needs. The key here to selling in a seamless, natural way is getting the correct product range for your spa in the first instance.
So how do you go about get the best product line for your spa?
There are no superior product companies. There are however the best company and products for your spa and your clientele.
Here are some examples:
In a trendy part of town or an up and coming area? – Go for an innovative brand, the newest product line available.
In a hipster area? – Go for sustainable, organic, natural ingredients.
In an affluent area? – You should an expensive, upmarket line, to meet demand and expectations. Perhaps a more scientific- based, results driven brand.
In a not so affluent area? – Go for a less expensive range as your clients will be turned off by high prices. Look for fun products (not to say quantity over quality), but look more towards the smaller companies, like mail order, or partner with a well known party plan brand.
Salon in a remote area ? – Why not look out for a locally made brand complimenting the enchantment of your unique area of the world.
Salon where there is much competition close by ? – Consider manufacturing your own range to make your salon stand out and re-inforce your brand.
These are some tips to consider, but always take into consideration as well what products your nearest competitor salons are using.
You will be limiting your sales if the salon round the corner stocks the same and you will fail in your sales due to market saturation of the product in one town or city.
How do we know which products not to buy?
Obviously every salesperson that contacts you will announce they have the best product on the market.
Protect yourself from falling for the wrong pitch by following these steps:
Always sample the line yourself before committing. Either ask for free samples prior to a meeting, or go and have a treatment in another spa that uses the product line. It’s your market research, so pay close attention. Do you absolutely love the smell, feel, texture and results of the treatment? If no, then it’s not for you or your spa.
Be wary of companies who say you have to place a large initial order, display their items in a certain (unrealistic) way, or even reach a target of sales every month. You really don’t need that kind of snobbery or pressure in your life!
Never feel obliged to buy products from a rep who claims she/he has driven hundred of miles to see you today, booked a hotel to stay over etc. Don’t fall for sad stories. On the other hand don’t dismiss the good guys. Product sales reps have excellent knowledge on their products, how your salon can succeed through them, and the beauty industry overall. Many have been in the industry a long time and are therapists themselves. They have a wealth of knowledge, they are talented at selling and always happy to pass on selling tips. Meeting the right sales rep with quality products to showcase can be a rewarding win/win.
Lastly always go with your gut instinct – you will know if a company and is right for you 10 minutes into a sales meeting.
The final decision.
It’s a great idea to filter your choice down to 2 of your absolute favorite choices. Then, ask your clients!
Ask them which one they would like you to stock and or do a poll in salon and online. Make it a big announcement when the results are in.
How successful your product line is now down to you.
Take full advantage of every training your product company offers and make sure you know every product inside and out.
Always be ready for when a client asks questions by knowing at LEAST 2 ingredients in every product and at LEAST 3 benefits to the client in using each one.
Display your products in a beautiful and imaginative way and cross promote them regularly with your treatments i.e. 10% off any moisturizer this month with every facial, buy 2 products get one free.
Lastly use all the products yourself so you can be be the best advocates for your chosen brand. Use and enjoy them with pride. You’ll get a lovely staff discount too 😉.
Which product ranges do you use in your salon? Was it an easy decision?
Or, as a client what are your favorites?
Please leave your comments below.