Unit 205 - Promote products and services to clients in a salon

1. Unit 205 - Promote products and services to clients in a salon Selling techniques – features and benefits

2. Bad selling techniques • Doing all the talking • Not listening; not hearing unspoken thoughts, arguing • Interrupting – but never letting the client interrupt you, thus losing an open opportunity for giving extra information • Hard selling (sales spiel, working to a script) • Threatening ‘you won’t get it cheaper anywhere else’; knocking the opposition • Knowing nothing about the product • Treating no thanks as a personal rejection • Blinding clients with science.

3. Good selling techniques • Listening, asking questions (open and closed), showing interest • Using the client’s name • Recognising non-verbal cues – body language • Identifying needs; helping clients reach buying decisions • Know your products and services • Highlight the results, or user benefits; demonstrating these where possible • Thinking positively, talking truthfully in a persuasive manor, projecting confidence and enthusiasm.

4. Effective preparation for selling Preparation includes ensuring: • The salon is clean and tidy, including the retail or promotional displays • You are presentable and look professional • You know the features and benefits of the products and services offered by the salon • The products and services will be available to the client, if they meet their needs and requirements

5. Positive communication • Encourage the client to discuss their hair and scalp and requirements, use a mix of open and closed questions • Demonstrate open/positive body language to encourage the client to further participate in the discussion • Keep all communication clear and polite and at a level to suit the client, don’t use technical language with a client • Good communication will help you get to know your client, and help identify their needs. With this information you can promote new service and products to meet their individual needs and interests

6. What is a feature? • A feature is a description of the product or service, how long it will last, method of application, cost.

7. What is a benefit? • A benefit is how the service or product will enhance the hair/style/colour of the hair or end result of style, or maintenance for the client.

8. Features and benefits of services • To effectively promote services and products, you need to spend time getting to know their features and benefits and ensure you maintain an up to date knowledge of all services and products

9. Using the products • When possible use the products you are promoting on the client, place them on the work area and encourage them to pick up the products to feel and smell and encourage them to ask questions

10. Visual aids • The use of visual aids, such as colour charts, style books and product leaflets, can be used to provide support and additional information to the client on the services and products available in the salon

11. Listening for the signal During the service and at the reception listen for buying signals. • Can I buy this here? • Do you sell it for home use? • My friend said it was great? • Have you any in stock? • What would you advise me to do? • How much does that cost? • Do you think it would suit me? • Will it benefit my hair?

12. Closing the sale On completion of the service a simple question: • Would you like to take any of the products or book an appointment for the service we discussed? This may close a sale, without the need for hard selling.