How To Use Education To Build Client Trust & Sell More Retail
How To Boost Salon Retail Through Client Education
You nailed the updo, your client is thrilled with the final look, but you’re still missing a chance to increase your ticket—retail sales. The secret? It’s not about pushing products, it’s about using your expertise to educate and showcase why the right products are essential for long-lasting styles your clients can recreate at home.
Below, learn how Ulta Beauty Design Team Member Justin Toves-Vincilione (@ahappyjustin) seamlessly weaves retail selling techniques into his consultation and updo service to increase the ticket price, all while building client trust.
Educate on products during the consultation—here’s why:
For Justin, the consultation is the perfect time to introduce the key products needed to create his coveted styles. “Guests are always asking, ‘What products and tools did you use?’ after the service. Focusing on this early gets their brain focused on what products they might want to take home with them later,” Justin shares.
2. Showcase to clients why products work versus verbally selling to them
“Any opportunity to show your guests the answers to your questions is better than answering them verbally,” Justin explains. “The truth is, no one wants to feel like they’re being sold to. But, an even bigger truth is that the styles our guests are asking for cannot be created without the right product selection.”
That’s why Justin takes extra time through the finishing process to show clients why the products he picks are the perfect selections for the styles they’re asking for. “Any opportunity to educate our guests behind the chair is an opportunity to make them feel more empowered and to build loyalty and trust,” Justin shares.
Since Justin takes clients at The Salon at Ulta Beauty, all of his guests’ haircare needs are at their fingertips since they can shop their new faves in-store! “This makes the possibilities truly endless when it comes to recommending haircare products such as shampoo, conditioner or stylers for them to maintain their look at home,” Justin shares.
You’re in luck, Ulta Beauty is hiring! Click to apply now.
Get all of Justin’s consultation tips & tricks in a quick, 7-minute video! Click to watch.
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