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Triple Your Retail Sales This Week!

Geneva Cowen

Author Geneva Cowen | Artistic Director for Sam Villa

Do you want to increase your retail sales which in turn increases your take home? I've discovered a simple yet effective way to boost retail sales and it's easier than you might think. With beauty companies coming out with new products every day, sometimes it's hard to keep up with product knowledge.

I've had situations where a new product has come in and excited as I get, I can't wait to try it out on the first guest sitting in my chair. So I unwrap the product and as I go to use it on my guest I hear, "What is that? Is it new? What does it do?" and I think to myself "I have no clue!" Without skipping a beat I tell my guest I'm unsure but I'm going to use it on you right now! I’ve come to realize that I'm not prepared to talk about it yet, which does not bode well for my professionalism or my retail sales.

So, in an effort to polish my product knowledge and increase retail sales, I now read the features and benefits and share with my guests during finishing. Most, if not all, companies send features and benefits with new products, if the information doesn't come in the order, it can usually be found online. Most guests are not interested in the molecular weight or the reconstructing technology, they just need to know what the product does and how to use it.

I can testify that if you learn features and benefits, product fly off the shelf, literally. Redken Pillow Proof Blow Dry Express Primer came in to my salon in Alaska a few weeks ago and I intentionally kept my conversation to features and benefits - it cuts drying time, protects hair up to 450 degrees, is weightless and leaves hair 3 times stronger –and I have sold 2 cases in the last two weeks! I'm my own boss, so I was excited for myself, however, if I were your boss I would be 10x more excited about you. Every guest that sits in our chair needs products to achieve beautiful hair at home. Remember, we are hair doctors, so pull out your script and prescribe! Keep it simple - focus on one product a week that has universal appeal and memorize 3-5 features then educate your guests about what the product does. I promise, you will not be able to keep that product on the shelf!

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