Create Buying Behavior

All of us in the retail business wish we could sell more.  Finding the perfect product mix, creating the right retail area, and convincing your staff that selling is part of their job can lead to many sleepless nights.  Let’s explore the why and how to grow your retail sales!

Method to the Madness

There are vital aspects to creating the right environment that drives buying behavior.  These might seem like no-brainers however they are often forgotten and are crucial to selling. 

• Attention capturing display.
• Easily locate products.
• Ability to engage with products.

If you want to sell more you need to give clients an area that screams this is our retail product line; we would like you to see and experience our products. Don’t hide your retail behind the reception counter. How engaging is that? Its not! Have an organized and beautiful retail section with shelves labeled to make products easy to find. Organize by product type or the solution the products offers. Create a try-me sampling area. Think of this as the department store floor. This allows customers to touch, feel, smell, and experience the product to determine their purchase. Change up your retail area with new displays and samples about every 4- 6 weeks. This allows clients that regularly visit to see something new each time they enter your location and hence provide a new buying opportunity.

Tricks of the Trade

• Eye level is buy level. Time after time the most purchased product is the one customers can easily view. This is your prime retail real estate. Use it wisely.
  
• Information access.  Provide information such as product brochure display holders next to items. This avoids the pushy salesman vibe and allows clients to self-service when making their buying decision.
  
• Keep right. If possible put your retail areas on the right side. Most people turn right when they enter a store so this will pull them toward your products.
  
• Education is essential.  Keep your staff up to date on all the benefits of your products. Their one-on-one recommendation is priceless to encourage clients to buy. They need to know the products, your inventory levels, and your overall selling goals to be successful. Weekly team meetings on these details are recommended.
  
• Add the social element.  Customer recommendations are powerful purchase driving tools. Create a “rate your product” area on your website or social media areas. This allows customers to share their experiences with your products and that encourages others to give them a try. An added benefit of rate and review is the additional insight to right size your inventory.You can uncover your star products as well as uncover the dogs that need to go.
  
• Promote it baby! You can’t just throw products up and hope they move. Talk up your products in all areas of our business.  Create offers, specials, deals, gift with purchase, fun incentives, or cause-related marketing efforts to keep your retail top of mind and drive those sales.

Follow these tips and you are well on your way to improving your retail business.  Have more retail advice?  Please share below. Happy Selling!

Branding Your Business

The buzz word “branding” is heard so often we tend to glaze over its importance. Branding is more than your logo, your business tag line, or your colors. Although all vital pieces to the puzzle, your brand is your business’s unique identity – what sets you apart from your competition. This is critical to success to drive business to your doors, increase customer loyalty, and ultimately create a sustainable business model.

Don’t know where to start?  Follow the “3 Easy C’s” to building your own brand!

Create

This is where you tell your story about why you started the business or how you got involved with your product and service. Share your passion, your family heritage, or your entrepreneurial inspiration.  The key is to tell your story from the perspective of your customers keeping in mind what is important to them. This process highlights your unique selling proposition such as your business is technically proficient, or you invest in education to stay on trends, you are the expert in  an area, you are the caring consultants, or you’re the one stop shop. This is the magic message of your brand.

Codify

This is a fancy way of saying collect this story into systematic grouping so it is easy for others to “get it”. The first step is your logo. This should reflect your story your story and image.  If you differentiator is your on point with the latest trends then bold, bright, incorporating the latest look is for you. If you are the calming consultants who walk clients through the spa experience more demure colors and soothing flowing font would work well.  Along with your logo create a concise tag line to tie into your brand message. Following our examples something like “Rock the latest looks at Lisa’s Salon” or “Indulge your Senses with Full Body Relaxation”. Use your unique selling points and your brand story as your inspiration. If you are stuck, hire the experts or work with a local business school to help create your brand look and feel.

Communicate

Now your mission is to communicate your brand in all areas that touch you client. Add you logo, tag line, colors and core brand story to all your marketing channels. This includes your business/appointment cards, letterhead, website, business decor, and packaging. Consistent and continual placement reinforces your brand and ultimately increase loyalty and sales. 

Need proof that building your brand builds your business? Look to some of the strongest brands across the world McDonald's or Tide detergent. They are successful because they offer product consumers want or need, they have a strong brand story that people related to, and they differentiate themselves in their markets. Your brand is the essence of your business. Take time to create a brand that reflects your story, make it easy to get the message, and then communicate it always and often!

Turn Complaints into Customer Satisfaction

Pleasing all the people all of the time isn't reality. Learning how to handle complaints and unhappy clients is a valuable skill to keep the integrity of your brand and business. Here is a sure fire method to turn complaints into satisfied customers!

Apologize

No matter what happened or how it happened apologize upfront. Even if the customer isn't always right they need to feel heard and their opinion is valued. Don't be defensive. Hear out their concern and respond back validating what you hear. The magic words to conclude the customer's concern are to thank them for their complaint. Reinforce that your business values continuous improvement and we can't improve without knowing what to fix. Many times these customers are geared up for a fight, but these magic words tend to diffuse the situation instantly.

Act

Once you understand the concern, recover the customer's confidence. You don't want to feel taken advantage of but generally the offer of a voucher, a discount, or a free service will appease the client. Another approach is ask the customer, "What can I do to make this right?". This lets you know what the customer feels is fair retribution. For the most part people will be fair and not demand the world. Try to meet them at least half way. If you have a repeated complaint, review the true cause and brainstorm solutions with your staff. Proactively educating customers and staff on your policies via service menus, website, and posted signs can go a long way to create expectations and a collective understanding to prevent some incidents from ever occurring.

Accept
Things will go wrong. Complaints are going to happen. Reframe complaints as an opportunity to grow, improve, and wow a customer with how your business responds. Also be aware that there are serial complainers out there. These are people aren't happy unless they are unhappy about something.  If you experience a continued complainer, a suggestion is to have an honest conversation with them. Explain they are always welcome, but your services might not measure up and they might prefer another location better able to meet their needs. 

Learn to see complaints as an vehicle to drive better customer satisfaction and you will increase customer loyalty and build a positive business image. Do you have other tips for how you deal with complaints? Please share below.

Make a "Retail" Resolution!

As the new year approaches it's the perfect time to take a look at what is working, what isn't, and how you can improve. Many people are planning to launch into weight-loss goals, more quality family time, or stress-reduction resolutions. Why not make a resolution to improve the health of your business? For many professional beauty business there is an untapped profit potential hidden in their retail product lines. Here are my "3 Easy P's" to examine your retail and make your own retail profitability resolution!

Product Lines

The first step is to take a hard look at what is sitting on your shelves. Are your products still working for your clients? Could you be hanging on to a brand or product type that isn't what your target audience truly wants or are you carrying too many lines? This isn't as daunting as one may think. Simplifying look at your sales data by brand and by sku. This will help you narrow your focus. Also look at your customer base and outline what products you are selling to what type of client. Do you service a younger audience who wants more styling products and accessories or is it a mature men's line that you really need? Ask for your staffs' feedback on what is moving, what should be nixed, and what you are missing. Drilling down to a few key lines can do your business wonders. Your distributor rep can be a great source of information. They can work with you to find the right product mix and appropriate inventory levels. It might also be time to look at a private label line. No diversion concerns here since clients can only get the products from you. There are a variety of trusted private label providers that offer quality professional products. Definitely worth exploring your options.

Positioning
Once you know the products you are carrying, you need to focus on positioning the products correctly with your staff and customers. Your team needs continual product training. Many distributors will hold free product trainings and some have online options. The more your staff knows and loves the products, the more they sell. More commission for them and more profit for the biz - a true win-win! Create fun competitive contests on who can sell the most. Remember what gets measures gets focused on, so put the carrot where you want the action! For the client perspective, you can incorporate the "prescription pad" approach providing a written recommendation of the products used during their service. Position your professional products as their insurance policy for how clients are going to keep looking and feeling great to maximize the value out of what they spent with you today. (Learn more about this approach by clicking here.)

Promotions
Creating excitement and client engagement will sell more. Simplifying putting products on the shelves and expecting the sales to roll in is not going to cut it. You don't have to be a discount center to get sales, but these days everyone is looking for more value. Clients want to be sure they are getting the most for every hard earn dollar - so show them you are worth it. You are in the business of selling image, health, and wellness. Look the part by creating professional retail displays which are updated every 4-6 weeks. Keep it fresh and new to excite loyal clients. Create a try-me area that invites customers to smell and engage with the products. Decrease the customer's risk level and give away free trial sizes to make them fall in love with the products before they buy. Promotional discount deals such as Buy 1 Get 1 Free or 1/2 off definitely will drive up sales but factor in the margin hit. Other promotional interest drivers that don't need to be a "sale" can be tying retail sales to a cause related effort. January is Heart Health Awareness Month. Promote that X% of all retail product sales will go to the American Heart Association in January. People are more likely to spend when they know they are helping a worthy cause. Broadcast the results with a hearty thank you at the end of the month and get more people engaged next round.

The bottom line, if you want to sell more retail you need to make it a focus. Create excitement over the products, engage your clients, and provide the "why buy from me" answer and you will be ringing the sales all new year long! 

Do you have another "Easy P" or additional idea to sell more retail? Please share below. Happy Selling!

Tips to save the Holiday Procrastinators

Are you a last minute Lucy ...waiting until mid November to start planning your holiday promotions? Okay, we will save the lectures for another time and get down to the business of saving your bacon. Here are some quick fixes to save the procrastinator's seasonal sales!

Be the Gift Finder Solutions
If you are the last minute Lucy, we know there are the last minute Larry's scrambling to buy gifts for their love ones. Be their gift emergency solution. Create a Gift Finder Cheat Sheet. This can be as simple as dollar ranges and gift ideas by customer type. Offer suggested gifts at various price points from stocking stuffers to the ultimate gift experience. Ideas can range from a lip gloss or small travel set up to a full day of beauty package. You can also offer gift solutions by type of customer. The classic beauty offer the light pink nail polish, the natural makeup pallet, and the organic haircare line. For the trendy gal recommend the latest metallic shades and the edgy style products. Don't leave out men, tweens, kids or any other customer types you service. Remember to offer various price points. Create a Gift Solution Retail Display with appropriate signage. You and your team can hammer this out in one night of brainstorming, overnight printing of your cheat sheets, a morning of arranging your retail display - and be selling tomorrow.

Gift Cards - Gift Cards - Gift Cards

Oh did I say gift cards? This is the BIGGEST selling retail item of the holiday. Make sure you are promoting your gift cards and certificates at your front desk, reception and check out areas. Talk them up with signage tastefully done in various areas including your service stations. Promote the gift of your services on your website, emails, and social media pages. A promotion that works like gang busters is to offer extra gift money with certain dollar amounts. For example, through in $5 extra dollars at $50 gift card level, $10 at the $100, or $20 at the $150. It is all about adding value. Include the coordinating packaging and you have a no-brainer ready to give gift that shoppers will adore.

Cause-Related Marketing
Its likely too late to sponsor a family for the holiday or join in a toy drive - but you can create your own goodwill marketing efforts. A super simple way is to donate a portion of your profits to a local charity or cause aligned to your business.  This can be as simply as printing up fliers and signage touting that a portion of your profits are going to your cause. You can promote X% on all retail lines or all gift cards sold. People love helping others and if they can spend gift money that is going to a good cause they are more likely to spend with you. Another easy idea is to get a holiday tree in your front window area. Allow customers to offer additional donations to your cause. For each additional donation they offer, allow them to put an special ornament on your tree or put a ring on the paper chain ornament. See how many chains you can wrap around the tree, the wall, the window and beyond. Easy holiday decorations but with so much more meaning.

It's time to get moving, Lucy! Put these tips in place today and squeeze every seasonal sale your way to profit (and help your cause) this holiday season!

How To Profit This Holiday Season

It's October and time to sure up your holiday promotional plan. Create a calendar of when and what promotions you are launching. Then back into the "who" behind each event or activity. Get your staff on the same page and divide up the tasks. This keeps stress levels in check and allows you to get more done. Here are some holiday ideas to make the most of seasonal sales!

Wish List
A fun, interactive way to make sure your clients receive the gifts they want is have them fill out a Wish List. This can range from hair, body, skin, or cosmetics products. Ask them to include the email of the significant other or gift buyer of choice. Create an email campaign to send to these potential shoppers saying ...Psst you know a secret that is on their loved ones wish list. Offer them a printable list with a discount offer. This way they gift giver knows they are buying just the right gift and you are ringing up the sale!

VIP Sales Events
Offer special VIP events closed to the public. Mail or email invites to your VIP clients,Wish-List email recipients, or specific segments of your client list like Men-Only or Tweens. Offer refreshments, appetizers, event-only offers, and possible gift wrapping service. All these goodies will drive attendance and increase your overall sales.

Decorate

Your clients need to envision your business as a gifting location. Tastefully create selling retail displays with holiday bags, tissue, group product sets, and ready-to-go gifts in various price points. Make it inviting and use signage such as "Gift Center" or "Santa's Little Helper Station". Encourage engagement with try-me sample areas and keep it fresh by changing your displays through the season.

Gift Cards

Did you know that gift cards and certificates are the #1 retailing item? Stock up and don't miss the boat on this huge profit driver. Create a gift card display at your check out areas. Place signage at individual service stations as a friendly reminder. Don't forget coordinating packaging. Offer your gift cards elegantly boxed tied with a bow or in cute gift card bags. This increases the perceived value and makes it a easy gift for the gift giver. You can also offer downloadable gift cards on your website to drive instant gifts for those last minute shoppers.

Gift with Purchase

Take a tip from department stores. Offer a free gift with purchase such as a tote or travel bag. You can offer an additional discount for volume buyers or use successful promos such as "Buy one as a gift get a free product for yourself".  Free samples or discounts off future services also are popular ways to entice buyers.

Get Social

Shout your specials and events from your digital roof tops! Keep your social media sites such as Facebook and Twitter going with new content such as info about your offers and events. Hold contests for best holiday look or host raffles for prizes. Creating buzz and excitement about your sales will make them more successful.

These are a few ideas to get you going. Please share what is working for your business. Ring up those holiday profits starting today!

Make or Break Reception Areas

The words “you never get a second chance to make a first impression” are ringing in my ears. For many professional beauty businesses the front desk reception area creates the first impression. Whether this is a client's initial visit or they have been coming to you for years, the reception area sets the stage for their experience. Front desk are the often forget hidden potential for relationship building and additional profits. Make your reception area work for you!

Professional & Friendly

Picture your client getting ready to be pampered, but they approach the front desk to check in and are greeted by a gum smacking woman, who is texting or chatting away on a personal call.  his takes away from the overall experience and could potentially drive a client to your competition. You want a professional greeter who makes eye contact, says hello, confirms who the client will be with today, and what they believe they are getting done. If there will be a wait, they offers the client a drink or magazine. Sometimes the receptionist is on a business call, they should smile and nod at the client to acknowledge they will be right with them. Once the call is complete, they apologize for the wait and welcome the client warmly. Keep the desk area clean, no cell phones, food, school work, or treatment practicing. This staff member's focus is about servicing the customer. They are your brand ambassador from the moment the client steps in your door.

Informational

Make sure your receptionist is armed with info on your menu of services and products. While waiting or checking out, may clients might want to ask a question about a new treatment or product. Answer their need right away by a fully trained receptionist. Friendly small talk about the community or the client's family helps build report. An employee with a knack for remembering faces, names, and personal info can excel.

Retail Add-onsSelling at time of check out is important to increase your average ticket. You don’t want to overcrowd your desk area but products such as gift certificates/cards, ancillary impulse buys, or group packages are ideal items to promote. Any special promotion or event can have tasteful signage as a possible conversation starter. Your receptionist can soft sell by bringing them up in conversation to drive awareness and increase sales.

Rebooking and ReferralsRebooking clients ahead of time can shorten the window between a clients next visit thereby increasing overall sales while keeping your chairs full. Your receptionist can encourage clients by saying their stylist has been booking up quickly. To be sure she gets her desire time, why now book now.  Also front desk personnel can be a resource to obtain referrals. Have clients fill out a referral card at time of check out and as a token of appreciate offer a free pack of trial samples. Clients love them and you gain a new client lead.

The HireAll this sounds great, but you need the right person to take this on. A person with custom service background is ideal. Offer competitive compensation but make them accountable. They can be bonused on a variety of performance-based stats such as number of gift card sales, number of referrals or rebookings, and overall retail sales. Your reception staff is vital to your brand and your bottom line. Let them know they are a valued professional on your team building your brand.

Have you overlooked your front desk profit center? Incorporate some of these tips and watch your bottom line grow!