A smart sales strategy means more revenue
When you’re managing a salon, you’re always thinking about the in-person client experience. Most of your revenue comes from services rendered, so it’s understandable that retail sales might not be your highest priority. However, without a retail strategy, you’re leaving money on the table; those products typically have a higher profit margin and can make up between 7% and 15% of your total sales.
That said, there’s a very fine line between making helpful suggestions and being pushy. Clients can see a hard sales pitch coming from a mile away, and you don’t want them to leave your shop feeling bad about your last interaction. Instead, use these five smart strategies to improve your salon retail game and tap into another revenue stream.
5 tips for boosting salon retail sales
Start with staff training
Your team has to know the products in order to recommend them. Prioritize continuous training and set aside regular time to refresh your staff’s knowledge on the retail side of the business. Both your providers and your front-of-house employees should be able to handle frequently asked questions about your retail lineup, so try to anticipate what clients will want to know. What does the product do? What type of hair is it made for? What specific issues does it address?
This training time should also help your employees hone their sales skills and work on their timing. Knowing the products is just the first step; knowing when to mention is equally important.
Make your pitch an organic part of the conversation
Salons run on client relationships. It takes time to build trust and rapport, and a poorly timed sales pitch can wreck everything you’ve worked so hard to develop. Research shows that clients are more likely to stay loyal when sales are introduced gradually, such as on their third visit rather than their first. Instead of pushing products early on, focus on educating clients about how to maintain their style at home.
For example, a stylist might say, “I’m using this sea salt spray to bring out your natural waves,” or “This leave-in helps protect your hair from heat damage.” It’s important to be honest about what a client truly needs, not what’s going to make you the most money; help a client achieve their desired results with authenticity and care, and they’ll thank you.
During checkout, your front-of-house team should gently ask whether the client wants to take home any of the products that were used during the appointment. You can also remind them to restock on basics — saying “Are you all set on shampoo and conditioner, or do you need more?” feels a lot more natural than a hard pitch for an upsell.
Curate an enticing retail display
Your clients have to sit still for most of their visit to your salon, so why not give them something to look at that helps your business? Brainstorm salon retail display ideas with your team and create a visually appealing, brand-right setup. That could mean minimalist shelving or bright, bold colors and decorative accents — as long as your products are the focal point. Ensure your display is organized well and take time throughout the day to straighten up any items that might be out of place. You want to draw clients to your products but not overwhelm them, so be thoughtful with your selection.
If your salon layout allows, keep your retail displays near the waiting area. That way, incoming clients can browse your selection as they wait for their appointments to start. This serves as a soft introduction and piques their curiosity before they’re even in the chair, making it easier to start the conversation.
Follow up with text and email reminders
As experienced self-care business owners know, the client experience doesn’t end at checkout. Strong relationships require ongoing conversations, and these conversations represent another opportunity to boost salon retail sales. Use your salon software’s marketing features to create retail-focused email campaigns using sharp copy and appealing visuals.
You can also use text marketing to promote short-term deals and discounts. Texts have a significantly higher open rate than emails — 98% compared to 20% — so it can be a more effective way to send a message with urgency. With both forms of marketing, be sure to track the results and analyze which campaigns have had the most significant impact on retail sales.
Create seasonal promotions
If you’re struggling to come up with salon retail ideas, just look at the calendar. The changing seasons and upcoming holidays can serve as inspiration for product promotions. Anticipate your clients’ needs; for example, they might be more concerned with dry hair in the winter and protection from sun damage in the summer. During the holidays, put together gift bundles that help your clients check off their lists while pampering themselves. Have fun with it — you can even use some of the weirder annual celebrations as inspiration if that fits your vibe.
With the right marketing and sales strategies, you can create a steady stream of revenue from your retail offerings. Be sure to lean on your salon software whenever possible and take advantage of its features to lighten the load.
