September 19 2008 - Features

Education Leads to Retail Sales

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Many techs are reluctant or fearful when it comes to making retail recommendations. Salon consultant Bryan Durocher of Durocher Enterprises offers a way to make opening a dialog with clients just a little bit easier. He suggests creating a “Clients Right to Know Program.” Simply create informational handouts and posters explaining how your facility is dedicated to educating the public about every aspect of skin, hair, and body care and place them strategically throughout the spa and salon. “This public declaration,” says Durocher, “creates opportunities for the spa staff to talk freely with anyone and everyone interested in learning more about the services your spa or salon provides. By creating as many opportunities as possible for education, your spa or salon will be guaranteed increased client retention and in turn, greater retail sales.”