The Power of Pricing
Be open to a little haggling where price is concerned. More price negotiating goes on in your "Mom and Pop" stores than in the big box stores. Bargain shoppers know the independent retailer has the power to negotiate a sale and these customers are more inclined to shop where they feel they set their own prices. Remember, it is all about the customer's perception.
One of the keys to successful retailing in your salon comes down to the relationships with your suppliers. Using them as a true partner will enable you to run specials and offer incentives to new and existing clients. Most salons do not leverage their relationships with their product sales people. Not taking advantage and understanding what the role of a true product sales representative is a huge mistake.
Product retail sales reps call on your salon not only to take necessary orders but to educate your staff let you know when the manufacturer is coming out with new products and also let you know when they are running a promotion on others.
These business partners can give you retailing signage, promotional pieces for your display cases, and retail bags for purchases and transparencies for your windows promoting the brands you sell. If you don’t bother to ask and truly leverage this relationship then your success in retail will be minimal at best. This is a true cause of failure in many salons.
Treat each customer as your best customer. As a small store owner, you can concentrate on the little details. Superb customer service is the biggest intangible asset to the independent business. People like to shop and have their services done where they feel comfortable and where they feel the owner truly cares about their wants and needs. It is the least expensive change to make in order to take on the larger chain stores. Offering a true 5 star experience in your salon doesn’t cost you anything. it’s just implementing this way of business philosophy one client at a time every time.
Big-box stores can’t offer the personal touch of a mom-and-pop, so why not capitalize on that idea? People like doing business in a warm environment with someone they like, feel comfortable with and have the ability to open up when their life may be in a whirl wind or a relationship they are in is in a shambles or their job isn’t going as well as expected. The simple art of listening sends a message that you truly care about your clients just like a warm handshake, a pat on the back or hand-written thank you notes with special offers to a new customer when they visit your salon. Greeting customers by name, taking customer calls and making exceptions that large retailers can’t do will help your smaller storefront stand out.