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Recommend hair products that you use to your salon clients
Top retailers don't use the word "sell." It's all about recommending.
July 10, 2011
2 min to read
FSretail
Your first concern should be the quality of the hair. Use products that are good for the client's hair, and explain the benefits and why you're using them. That's all you have to do; you don't have to give a sales pitch. Once you learn what's best for different types of hair, retail is easy." Jerry Gordon, salon owner and president of Chicago Cosmetologists
Salon products are "recommended," not "sold." Mia Liguori McHugh, who develops and tests new products for Scruples, says salon clients always keep an eye out for solutions to their hair needs.
"Once you master your craft and you're giving clients looks they love, you don't even need to 'retail' because they will ask you what you've used," says McHugh, who also is Scruples' international hair color educator. She notes that it's important to place each product you use in the client's hand, then to explain why that product works on her hair and how to use it.
"Bring up typical issues clients have with their hair, suggests Sexy Hair Concepts and Institute of Courage founder Michael O'Rourke. To sell styling aids, O'Rourke advises asking clients, "When you do your own hair, do you have a problem blow-drying it?" That leads easily to a product recommendation.
know your stuff
Don't let being new keep you from seeing yourself as the authority on hair. "Do your homework," advises Anita Gutierrez, Design Team Lead Color Master for Clairol Professional and head colorist at Shear Magic in Cerritos, California. "You want to say that you stand behind what you're using, so learn all about the products. If your salon doesn't offer product knowledge classes, the product companies will make them available to you.
Teaching the client what it took to create her look is part of your job, says Pierre Goneau, vice-president of education for KPSS, which manufactures the Goldwell and KMS product lines. "The professional recommendation is what will keep the color rich and vibrant, the hair smooth, the curls fresh," Goneau notes. "You're doing a disservice if you do not recommend what you've used."
"It's amazing how knowledgeable you will sound when you can answer a client's product questions directly and specifically." Anita Gutierrez, Design Team Lead Color Master for Clairol Professional and head colorist at Shear Magic in Cerritos, California.
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