Recently I had the pleasure of being blown away in my job. I was hired to work with a salon team with the common challenge of having low retail sales. Amongst this team of 7 were 3 veterans who had more than 7 years experience, 3 that were just reaching the 3 to 5 year mark and one apprentice.

At first I was baffled as to why this salon owner had contacted me for help seeing that the percentage of retail sales to service sales in the salon was 31%. Pretty good figure I thought. But it soon became apparent to me what my job was when I saw the technicians breakdowns.

Over 20% of those retail sales were the result of one person, the apprentice. With just one year experience this gal was reaching numbers that veterans strive for. I asked her to share her secret to success, what specifically she was doing and how she was doing it.

Unbeknownst to her, she didn’t see this accomplishment as anything other than guarding her reputation. She was simply caring for her clients as best she could between visits to ensure they stayed happy with her work and returned.

Bless her soul. That is what selling retail is all about, focused client care. Anything less is a disservice to you and your clients.

Many times there can be obstacles in the technicians mind that holds them back from making product recommendations. They can fear rejection or that the client won’t take it anyway, they may think they can’t afford it or they may believe that clients don’t think professional hair care makes a difference. Although all of the above may be true with some clients we know as professionals that to protect our work and honor service guarantees, professional products are required. 

A good analogy I use is the purchase of a silk blouse. After spending $100+ would that client go home wash it in tide with bleach and throw it in the dryer? Of course not, the sales clerk took the time to explain how to care for it and when the stores return policy is voided should proper care not be taken. We as professionals must do the same. Let your clients make well educated buying decisions… you do your part and allow them to do theirs.

That is what this young apprentice recognized and when we can shift the focus from selling to client care, we come from a place of respect for our client and pride in our craft.