Magazine for the professional nail industry.
Issue link: http://nailsmag.epubxp.com/i/139413
Building Your Business Retailing FOR THE Timid Retail can be intimidating — if you think it makes you look like a salesperson. Rather than thinking of retail as "making the sale," consider it a way of ofering your professional opinion. BY MICHELLE PRATT hat's your biggest reservation about selling retail? The products you use offer no benefit for your clients? You prefer clients avoid maintenance at home? Clients can buy what they need at Walmart? It sounds ridiculous, doesn't it? Of course your clients would benefit from using salon products at home. They're certainly buying somewhere. Are they buying from you? W 1. Product knowledge: "Many times I find techs are scared to recommend products because they don't see themselves as an expert," says Burkholder. "They don't really know the benefits of using the product. They may not truly believe in the product, so they don't have confidence recommending the client purchase." Burkholder finds this unacceptable. "You have to know the distinct benefits of each of your products," she says. "That way, if a client wants to buy on impulse — because she has seen an ad or a shelf-talker or has had a friend rave about a new product — the tech can either confirm it's a product that will help the client or recommend a product that will work better." Burkholder not only educates clients on the benefits of the hand and foot care products in the salon, she also makes it her business to recommend hair products. "If I hear my client say she hates her hair because it's dry or has no shine, you can bet I'm going to recommend a product to help her," says Burkholder. 30 | 2013 NAILS CAREER HANDBOOK "Many times, the fear of retail comes from a subconscious place," says Steve Gomez, professional development manager for Milady Cengage Learning. Gomez says techs often have a fear of the clients' perception of them when they sell. "Techs need to acknowledge that feeling but realize it's a misperception," he says. Think about it. If you go to the chiropractor, acupuncturist, or gym, for example, do you get upset when the person you're 2. Scripting: "Scripting sounds like a terrible thing to do, but the more you do it, the more natural it becomes. Eventually, you don't even realize you're doing it," says Burkholder. When Milady coach Steve Gomez introduced the idea of scripting to the salon, Burkholder resisted. "It sounded so fake; so rote," she explains. Gomez reminded her she already used rehearsed answers to clients' common questions. Scripting provides a way to be prepared to talk about different products in the salon. "Now I'm able to describe what oils are used to moisturize cuticles and how a strengthener or top coat works," says Burkholder. Read the manufacturers' product info to learn the benefits of the product and how the product is supposed to be used to achieve those benefits. Write down and memorize the information so you can talk easily about it when a client asks. 3. Explain your products as you use them: "Explaining a product is just as important as recommending one," says Burkholder. How many times have you bought a product only to be disillusioned. You probably told your friends the product "didn't work." To avoid this happening with products from your salon, Burkholder suggests explaining every step of the service. Pick up the ridge filler bottle, for example, show it to the client and say, "This is ridge filler. We use it for a smooth finish. When you use it at home, this is how you apply it." Then do the same for the polish and the top coat and the cuticle oil. Explain every product to the client. ILLUSTRATION BY YUIKO SUGINO