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Selling and retail whats the big deal?

Back2myroots : B2MR

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mike vallance

Selling and retail what’s the big deal ?

Retail sales and selling is an issue across our industry it touches salon owners, it certainly is a problem for salon stylists, It may not be considered as an option by mobile or freelance business operators and yet those in all areas should be addressing this subject as a potential area for business expansion.


Sales and retail! Lets review it!

What are the issues that so may salon owners and stylist face when it comes to retail sales? Why is recommending product’s for home maintenance after any salon services such an issue for many? This can also include those mobile and freelance businesses you should also supply product to your clients

I think that both the salon owner and stylist be they salon affiliated mobile or freelance you all face the same issues because they are dependent on either each other with one common thread the client.

The salon owner takes all the risks setting up the salon providing a platform for you the stylist to create and deliver the services that you do. Mobile and freelance take all the risks themselves but still need to offer a full service. [As we go over this topic you will also see the importance of recommending products to clients]


Who really pays the bills and your wages? The client they have all the power for they have choice. What is that choice? To stay loyal recommend friends or move on

Who is responsible for how much you earn?

Who is responsible for how busy you are?

Who is responsible for how much retail you sell?

Who is responsible for how successful you are?

What are the salons and the salon owner’s role in all this?


To support to mentor, to provide you with the tools you need to build your won success to help facilitate your success.

The client can stay with you the salon and the stylist or move on. How do we keep them?

How do we develop that relationship with them that keeps them coming back and gets them to recommend us to their friends? Through Service “Yes” through being creative! “Yes” Through the consultation and by giving good honest advice.

Part of this has to be recommending products you see every client buys products if your not recommending them. Guess what? Some one else is. If your client leaves the salon without product having just had a new cut and colour.

They may well go to a different salon for product they may well be seen by someone who takes the time to advise and product the client might think how helpful my stylist do not do that maybe I should try this salon next time? It’s that easy to never see a client again.



Remember that every client has five friends who they can recommend guess what those five have five friends. All too often we worry about new walk in clients we don’t need to though just need to stay focused on our own clients they can and will help us be busy, but only successful if we give them the right service and if we make them feel individual and special.


Why do you think you need to be fully booked and busy all the time? How many clients do you need to be fully booked all the time? What do you think?

Do you think its possible to be fully booked all the time with 200/ 250 clients?

Selling sales being a hairstylist they are all linked together we are sales people as soon as we suggest a new colour. What are we doing? Up-selling we don’t feel like we are selling for its part of our job its what we do! Correct? So why do we feel uncomfortable recommending products to our clients?11995963_961045210601477_3271268557824772115_n



Is it because we assume the client does not want or need products?

Is it because we don’t want to seem pushy?

Is it because we cannot be bothered?

Now thinking as a stylist:

Do you use product’s to create your clients styles?

Do you think home maintenance is important especially on colour treated hair or after chemical services?


*Do you think our job is to advise our clients about the options with regard to hair care.

Do you ever ask your clients what products they use at home. You should it helps you open the door to discussion and recommendation it tells you that they care about the products they use and how they look after and maintain there hair.

If you did not sell them these products guess what someone else will? Not recommending is not giving full service

12027816_961081993931132_7945035622111484765_nCustomer Service!

*Why? As stylist do we not like sales?

*Why? Why do we think sale’s is not important or that the only one who makes any money from this is the salon owner?

*Why? Do we feel uncomfortable suggesting products to our clients be it shampoo or styling aid’s it’s the products that offer part of the solution to many of our client’s issues.


How does our customer benefit from our knowledge?

Our customers/clients benefit by us offering solutions to problems and issues part of this is using the right products. If we share our knowledge we are doing two things what do you think these are?

Showing that we have knowledge and are informed and up to date with current products and trends shows our clients that we care that we are current and on the ball with new products and able to give the best advice. Our clients come to us for solutions they come to us for advice why because they trust us.

We are showing that we care and are willing to share what we know and explain why? Within the first 48 hours of having a new hair do 79% of our clients buy something for their hair it matters not if it’s a haircut, hair colour or highlight service they want to emulate what you did they want products.


Why do we think this happens?

I would say that every client potentially would buy at least one product if we present it in the right way. If we are honest about the benefits this could be shampoo and conditioner to help maintain a colour it could be styling aids to help them emulate what you have created. Might be a product they can use in between shampooing a cleansing mousse maybe a styling gel or mud.

11873534_1484995828478872_4973687310226931842_nIt could be they have a condition that requires a specific product its your information to discover how do we do this?

The consultation the asking the right questions and Yes it’s listening?? Its giving information to empower our clients!


On our written client consultation forms, customers share with us information relating to their biggest hair problems maybe its Dry damaged hair, maybe it’s a styling issue maybe it’s a colour problem its fading or poor grey coverage what ever the issue we have a solution. We also have the products to support that advice if its a styling issue give some hints recommend a the products needed

For our clients not being able to recreate the hairstyle as well as their stylist is a real issue. How can we change this and help our clients with this. Give them some tips recommend the right products and how to use them correctly maybe offer a free lesson!



Recommend taking a slightly different approach to dealing with issues relating to improving the condition home maintenance as well as salon treatments explain the features and benefits to doing this. Set goals and give a time period that the client can work towards. Suggest it as taking a journey together. Issues are not solved in one session. How does this help you as a stylist? You are building the relationship you are saying trust me.



You are showing that you care and have a vision. You are asking the client to commit to regime to make change happen. At this point you can have them re booking the next appointment as they leave with some products to help them with their issue. You see it’s their issue you are just offering a solution!!! We are problem solvers solution givers.


As a stylist it really doesn’t matter not if you are salon based, mobile, freelance the issues addressed above are relative if you want to see an increase in your sales and offer a better level of service then take up this challenge.


Challenge yourself set a goal every client when they leave over the next 10 days will take one products with them? You can all do this see at the end what you have learned from taking the time to try this how ever uncomfortable you might feel at the start?


Keep a record of all client sales and discussions in your client folders keep a record of all of your sales in this time and how you have felt about it! Have a salon computer system invest in technology research your salon needs and requirements for keeping salon records .monitoring salon and retail sales ,wages, policies and procedures planing a forward thinking business staggery all of this is possible. Maybe consider a cloud based system. research talk with an expert about your needs! Stay current, stay educated, set goals challenge your self and those around you!



The ‘Three R’s’ 
”Reputation. Recommendation. Retention”. 
It’s not built on that constant looking for new clients it’s looking after what you have! It’s investing in your self and your business and those around you.


This journey, this career, is wonderful – challenging, inspiring, and yes, hard work.

Our industry is in constant change and is sometimes criticised. For lacking vision in some areas. However there is an ever growing body of professionals. That have a firm commitment to our industry, they have a passion for change, to raise standards through education and sharing. Leadership, education and team incentives.Will over time and with commitment give any individual that ability to do exceptional work and to be more creative. Leadership and management help create an amazing work environment for all concerned. So key for success for all concerned.
This journey. This career, is wonderful – Challenging. Inspiring and yes can and will be hard work. but the rewards are worth all the effort.
Thank you all for letting me share some thoughts with you today.These are inspirational, passionate, industry professionals.They have a vision. These are the people I want on my bus to learn from, share with, take a journey with. Get inspired. Connect with driven motivated industry professional. challenge your self. invest in ones /your self 

Are you driver or passenger !

 There are no guarantees in life and ones career and career choice is no different thing happen and its how we deal with them that defines us. Jobs change relationships come and go the one thing that remains after training is our skill both hands on creative and the ones we learn about people and communication about caring about being a team player. Constantly developing new skills staying current is so very important.


Alter Ego Italy professional products are already having success in both the UK and all over Europe and its now ready to launch and be part of the Market in the USA. It’s offering all the things that I hold dear passion and commitment to salon training and support. It has the support from being just one part of a much bigger entity that is striving for success in the salon and hair industry.

The product line is very comprehensive offering professional products to cater for all needs of both the salon and the stylist salon products and retail support for the clients. Many new an exciting things are being launched and coming on line via their web site Alter Ego Italy and various social media platforms.

Alter Ego Italy is proud to be the only Italian brand, specialized in professional hair care. If you would like more information on this product line you can contact. Phil Clark Alter Ego Italy 11781875_857880164300846_6154410984247570773_n

The salon and the S word now available in book and e book format for links to purchase and reviews Click here or on the image.

The Salon & the ‘S’ Word

 Written by Mike Vallance

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