September 25 2008 - Features

Why won't people buy products for at-home use, but instead seek freebies?

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People purchase based on two things: needs and feelings. I believe when a client is educated why the product is right for her and her needs, not why it smells good or why the technician likes it, she will see the value for her. For the tech this starts with doing a proper consultation that asks what the client’s challenges are. Then you can speak directly to her needs with conviction that the products will solve her challenges, which will make her feel good. Present the at-home recommendations at the end of the visit and allow clients to choose. Offer specials and create little take-home kits (file, oil, lotion, and maybe polish) made from bulk purchases that they would just need to replenish at each visit. The technician needs to be honest letting the client know home care helps the whole process as it is a joint effort .

— April Poster is a consultant and trainer with Salon Training International.