Retailing: Starting the Conversation

I was just reading an e-newsletter from salon consultant Bryan Durocher of Durocher Enterprises that had some interesting tips about retailing in the salon. He began with a reminder that it isn’t enough simply to invest in merchandise for the shelves — it’s equally important to invest in staff training on how to sell retail.


In order to make it a little easier to get the conversation started with clients, he recommends creating a “Clients Right to Know Program.” To do this simply create informational handouts and posters explaining how your salon is dedicated to educating the public about every aspect of skin, hair, and body care and place them strategically throughout the 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 have guaranteed increased client retention and in turn, greater retail sales.”

To read the entire e-newsletter, click here.

— Judy

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