WORKING SMARTER INSTEAD OF HARDER

Quick question why is it that 80 % of African American salons are not retailing but complains about the diversion  in our industry. I must say consumers are the only individuals  who benefit from the diversion , eventually the line loses it's credibility , professionals no longer purchase and the product collects dust on the shelves of the beauty supply stores, everyone wants what they can't have and once it becomes accessible the desire is no longer essential , so the demand fades. I've seen it with Nexus, Sebastion, Paul Mitchell , Farouk Systems  even Dudley don't get me wrong some of these companies are still around maybe all are  but there are  major decline in revenue  . Professionals as well as consumers are always seeking the hottest item on the market  . Louis Vuitton  do not have price reductions but there is a demand for this merchandise  and  can only be purchase at Exclusive stores  of course we have the bootleggers but the brand still sells without complaints  .  I've been retailing for the past 13 years. I remember going to the Dudleys workshops in North Carolina and every  classroom I attended  the topic was retail ,retail ,retail . Years later  myself and a group of young salon owners  took a trip to the Iceland Hair Show in La . That experience will always be a vivid memory  . I remember sitting in the educational seminars  while the word retail was drilled into my cranium  . I acquired  so much information , I couldn't wait to get back to Philadelphia to implement what I'd learned . Excited and ready to  create more  revenue .My first salon I sold everything you can possibly think of  hair ,jewelry, handbags , lotions, clothing, products from various product companies , to be honest I was just selling items  knowing the minimal  product knowledge or none at all . The distributors would give me pamplets or whatever  information  they knew  about the line . Purchasing   my inventory  created    residual income .  Rule number one  in order for you to sell retail  you have to believe in the brand . Product knowledge is a must  . Majority of  products  on the market sells themselves  but if you can't educate your clients on all the benefits they will   not  purchase . In 2007 I started using the Design Essentials line , I  fell in love with their  products , being a girlie, girl I could not  resist the superior fruitty fragrances , I had  never encountered any product like this well myself , the satisfaction  of my staff and most importantly my  clients   and by the end of 2008 , my salon was now  Concept salon . When a product caters to a diverse market and had over 40 products in the line  there is no reason the use  any other brand  . I've realized over the years they are key factors when retailing . Product Knowledge is essentials you have to know the purpose and benefits in order to sell . You have to invest and be consistent with your merchandise  , keep your shelves stocked ,  make sure there  are  no accumulation of   dust  . Marketing is a must consumers need to know every new item and all  exsisting items  you have in stock and all your deals and promotions, keep it exciting and eye catching . Give incentives to  your clients as well as employees, this will will aid in creating revenue .Your receptionist or salon coordinator should  sell retail as well  this would aid with his/her weekly salary, salon assistants product knowledge should be a must . Fill out  prescription pads we are the hair doctors  . It's important to inform your clients about the three most important items you used in her /his hair during the service  by doing this you will have a guarantee  sale minimum of  one item , 4 products you will 2 items , 5 products 3 items never exceed more than 5 items  you would scare your clients away also never retail an item that is not  needed, by doing this  you will lose clients  and also  your reputation will be at stake, no one wants to do business with a dishonest person  . The consultation is important whether this is your regular bi weekly client or a new walk in who stop in just to purchase retail, Listen attentively to what your clients are  saying . Utilize some  tricks to the trade give out samples, I'll  sometimes offer  reflections liquid shine  or add a little sleek edge to revive their initial style ,give a free demo . New clients always return most even  purchase  items  because you took the time out to assist with their specific needs . Retailing correctly have tons of benefits for you and  your clientele as well  , healthy manageable hair , promotion of growth and minimal breakage.  Having other  items available such as cosmetics, gift cards, accessories , snacks  etc.. will help  pay the  bills , vacations etc. Thanks to my residual income , well it's called working smarter instead of harder  . Displaying your inventory wisely for example  your  front desk, each and every station , back bar every space in your  establishment should be paying  a bill , make use of your square footage . If you are considering  and   a bit skeptical about this great investment go for it you can't lose  your clients  are running to the beauty supply stores. They have  no knowledge of hair care we are the professionals, we are to best candidates we  know  our consumers needs ,whatever products you  are using in your salons  you should be retailing  . If you don't know how to start ask your local distributor for a retail starters's kit they are low as $125.00 double your intial investment then purchase a $250.00 package , remember the more you invest the greater your revenue will become .The goal of no longer working behind the chair depends on your investment think about your business working for you, instead of you working for your  business and just getting by  or having just a little left over  after your expenses . This is for everyone one in our  industry , not only business  owners , free lancers , barbers , independent contractors , students , etc. www.hermionsbeautyboutique.net