December 2011

Jerry Tyler

Blue Highways | by Jerry Tyler

 

Write a Prescription For Clients

In the beauty industry our challenge is to look at ways to increase sales potential and maintain client retention, especially challenging in today's current environment.

Initially this could come in the form of new service offerings and expanding your expertise levels through advanced education.

Being aware of new emerging market trends and then how to meet those needs can play a positive role in expanding and growing your individual or collective brand. 

One often overlooked area is the potential found in the sales of professional products to our guests.

The real key here is the fact the sales of theses products can indeed aid in long-term client retention and grow our profit as a business. With this comes a realization we have a far greater advantage in our craft to reap the rewards far and above that of the normal retail sales model. 

Our advantage is that with a proper guest consultation we can prescribe the solutions to the challenges of our clients hair and skin care needs and even educate them in the proper use of the products and procedures necessary to get the optimal results.

An industry survey shows that the guest who purchases one or more products is far more likely to return as a repeat guest. This is due to the trust that is built by meeting the needs of the guest through professional prescription and their seeing visible positive results in their usage.

This becomes an effective retention tool since the professional prescription moves our sphere of influence with the guest far beyond the point of service in the salon or spa, in which we have just a few hours, to having contact with them through use of the product we send home with them until their next visit.

This increase in our influence through professional prescriptives raises our level of customer service and therefore increases the perceived value of us in the client's eyes. 

Our challenge to excel in this area is two fold. First, to have a solid knowledge of what our target market needs are to meet their challenges in the way of our home care offerings; secondly, to take the time to perform a proper needs assessment of those individual guests and offer first class solutions.

Integrity is paramount here as we are putting our professional endorsement of that product and all that it will provide to the guest in the way of results far beyond the salon service visit. Merely selling something to the client while it may reap short term results can undermine our integrity thus lowering our brand's value.

That is why it is so important to keep abreast of new innovations in professional product offerings. Our industry is continually evolving and we need to make recommendations based on current realities, not on past performance, that may not give the optimal results it once did. 

Through the promotion of professionally prescribed products we can assure the maximum in long-term customer service for our guests while at the same time increasing our future profit potential.

On a personal note, I wish to all of my industry friends a loving and peaceful holiday season. See you in 2012 on our industry's Blue Highways. Jerry Tyler 

Jerry Tyler's column Blue Highways is his "Road Less Traveled" perspective on the solutions and challenges facing the beauty industry. Jerry Tyler has been a stylist since 1975 serving as the former artistic director for Vidal Sassoon Academy and currently as Director of Industry Relations for Carlton Hair salons. He is also a licensed cosmetology instructor and has served as President of the California State Board of Barbering and Cosmetology.