To Sell More At Salons, Understand Why Clients Say "No"
Likely, you’re going to hear “no” at least once in a while from a buyer. This is especially true in the salon industry, as clients may not always be eager to buy a suggested product or service. There are a few reasons why they dismiss your offer, and Kati, in an article for Salon Today, shares some common ones:
A customer may perceive that new shampoo or a different type of coloring as a big risk. This, as Kati points out, is just human nature: “Knowing that we may not get the results we are hoping for, we'd rather not make a purchase in fear that we’ll regret it.” But you can alleviate that fear before they have a chance to decline. Consider offering a “try before you buy” option for retail products. Or, is there anything you can do style-wise that is temporary but will still show a change, like a semi-permanent glaze or long bangs? Finding ways to minimize the perception of risk can present you with many opportunities to sell more.
Too much friction.
If a customer believes something is too time-consuming or difficult, they’re likely to pass. What you should think about is how to make what you’re selling seem easier in their eyes. “We can show our guests how easy it is to use this new curling iron and how if they style it today, they won’t have to re-style their hair for a couple days!” Kati writes. “We can teach our guests how to have flawless makeup in less than five steps using less than five products.” Suggestions like these tap into the reasons why a client may not be buying. Assuage their fears and, likely, they’ll be convinced to try.
This can be a big reason why clients don’t buy into things like auto-billing or monthly membership programs. “If it’s hard to explain, it will be hard to understand and accept,” Kati explains. “If we have to take 14 steps to get started, or there are five ways they can use it, they will have paralysis by analysis.” Think about how you can make the process less intimidating, which can put the client more at ease.
Kati has more tips in her article, and with her advice, you can successfully overcome many common objections. Pump up your sales with ease by simply understanding, and then addressing, common concerns.