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SEARCHIf product knowledge classes haven't improved your retail success rate, try role-playing these scripts with other staffers. Specifics are offered whether you're in hair, skin or nails.
60role-of-role-play
"Remember: If clients are not getting recommendations from you, then they are buying product from somewhere else and it may not be right product." Brian Durocher, industry coach
"Clients want and need product advice from the professional they trust their skin, nails and hair to," says industry coach Brian Durocher of Durocher Enterprises. He says that salon professionals are overly concerned about appearing "pushy" and worry too much about whether their clients can afford retail products.
"Do not mind your clients' wallets," Durocher continues. "Even if clients say 'no' the first time, it doesn't mean it is about you or your recommendation. A 'no' today may be a 'yes' the next time, after they have had time to think about it. Your clients have the right to know what products are being used on them with every service. It is your responsibility to let them know the products' features and benefits and why you are using them."
Because you should base your recommendations on client needs, each recommendation should be customized for that client, adds Durocher. By recommending one retail product, you increase your chance of retaining that client by 30 percent; recommending two products raises that figure to 60 percent.
In practicing what you'll say to clients, make sure to include questions that get the client involved. Once you have the client agreeing on positive aspects about the product, you're halfway there!
Mrs. Wilson, I am using a shampoo for color-treated hair. It will cleanse your hair, without drying it out, and maintain your color base.
How does that smell to you?
Mrs. Wilson, I am using an exfoliator to remove dead dry skin and to allow for the moisturizer to penetrate more effectively.
How does that feel to you?
Now I am using a moisturizer for dry skin. It will hydrate your hands without feeling greasy or leaving a residue.
How does that smell to you?
Mrs. Wilson, I am using a cleanser for normal to dry skin. It will cleanse your skin without drying the surface of your skin and will help to maintain a moisture base.
How does that feel to you?
Now I am using a special mask for deep hydration that will moisturize your skin and give it a beautiful glow. You will want to use it three times a week after cleansing and then leave it on for 15 minutes.
How does that feel to you?
At the end of the service, walk the client to the desk and do a one-minute recap explaining what you recommend and why. Say, "These are the products that I recommend. Which of these would you like to take with you?" Start with large-size items and down-sell to the smaller sizes. You may suggest something as a gift, too, especially around holiday time. Always hand clients a written prescription form. Even if they don't purchase the products that day, they may review the list and stop in another time.
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