subject: Using Your Retail Regimen To Raise Your Client Retention [print this page] .
The results of the study show some staggering figures-if a client purchases 1 product, there is a 30% chance the client will come back to the business; if a client purchases 2 products, there is a 60% chance the client will come back to the business; and if a client purchases 3 products, there is a 90% chance the client will come back to the business.
Upping your retail game can garner great results for your business. If you are engrossed on how to increase your client retention, follow these simple guidelines to ensure success:
* Educate, educate, educate! Always recommend the best solution for your client's hair, skin, nails, or body. It is up to them-not you-to decide whether or not they purchase it.
* Use a simple system to create breakthrough results in your retail scheme. Scripts work great, for example, "I recommend ____ for you because ____", "How you use this at home is ____", etc.
* Repetition is key. Customers must hear things ten times before they take action, so keep in mind that you can never over-educate or over-emphasize.
* Retailing begins with a needs assessment. Your job is to find the clients need and use that to make an accurate recommendation. Only recommend what products you advocate to solve the client's needs and challenges.
* Make sure to edify what, why, and how each product is used. Never underestimate your knowledge or your client's comprehension.
* When you show your clients what product you've used, be sure to show them the complete system. Never suggest just one product-it limits the choices. Complete regimes will offer your client's complete results-shampoo, conditioner, and a styling aid; cleanser, toner, and a moisturizer; etc. Once your client has the basics, then you can follow through with fixatives and specialty items.
* Always keep enough inventories on hand. When ordering retail, plan ahead-there is nothing worse than spending the time to endorse a product, only to discover you have run out.
* Pull the products off of the retail counter and show them to your clients prior to checking them out. Remember, your job is to educate, your clients job is to choose.
* Feel the fear and do it anyway! Although most industry professionals are uncomfortable with the thought of becoming a "sales person", bit the bullet and make the effort.
By changing the way that you approach retail, you can significantly enrich your business. With a successful retail regime in place, everyone from the client, to the technician, and ultimately, the business, wins.
