Maximise your profits withSienna X’s retail range...

As a treatment, there is plenty of room around spray tanning to gain extra profit by proactively selling and promoting retail products.

The vast majority of tanning, skincare and beauty products are purchased over the counter on the high street or in supermarkets. By offering your clients a range of luxurious beauty products to take home from your salon, you are encouraging superior results from your treatment and extra profit.

So, why don’t many salons sell retail products? The two most common reasons are:

• We are beauty therapists, not sales people.

• My clients don’t like feeling pressured into buying.

We understand these concerns. Have you, however, considered that:

• Promoting your company and encouraging repeat business is a must for all thriving salons. Every day, your premium skills and unrivalled knowledge are essential selling tools. Increasing your offering to customers by offering comprehensive treatments and aftercare encourages further trust in your services and will effectively increase the quality of the customer experience.

• Extending the treatment and promoting good care of the tan is of benefit to both your business and your client. The majority of clients would love to extend their tan by a few days, or have a flawlessly even fade if they knew it was a possibility with the Sienna X retail range.

The retail range has been designed exclusively to sit alongside the needs of a spray tan...

so give your clients a reason to come back and make their spray tan experience even better.

0333 600 1200www.sienna-x.co.uk

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1. Love what you sell

Find a range of products that YOU believe in. Choose a range that you truly believe is the very best. Consumers like products that are well known, really work and are recommended and shown how to use them.

2. Use what you sell

Make sure you and your staff use the products that you’re selling – provide a monthly product allowance or discount to encourage this. If you all love the products, you’ll find them much easier to promote to clients.

3. Location, location, location

Where you locate your retail display can make all the difference. Ideally, it should be positioned at the front of the salon, near reception and, if possible, on the right hand side because clients are naturally inclined to look to the right.

4. Let your window work for you

If you are limited for space, consider using your window area for retail, with posters and retail information clearly visible from outside. This will attract attention and draw people through your door.

5. Make it touchy feely

A good retail display should have well lit shelves and be kept fully stocked with plenty of information and trained staff at hand. It’s essential that clients can pick up, read and smell your products.

6. Ring the changes

Change your display every 4 weeks to keep the area looking fresh, clean and inviting and to draw clients’ attention to different products.

7. Keep it chatty - no talk, no sale

During a treatment, staff should feel comfortable chatting about what they like to use before and after a tan, what it does and why they love it. It’s like sharing a recipe with friends so they can create it themselves. Get your team to view product sales as a beauty ‘recipe’ rather than a sale, and you’re well on the way to increasing your profits through professional advice.

8. Make selling fun

Make a game of it... for a limited period, run different staff games. For example, make a grid of numbers, every time a staff member sells a retail product they get to write their name on a number of their choice. Put

5 prizes of different value in 5 envelopes each with a number on it. When the promotion has ended, hand out the prize envelopes. The more numbers each member of staff writes their name on, the greater their chance of winning.

9. Make retail training fun

Refresh your retail training, ask each staff member to pick out their “favourite” product. Ask them to tell you what they love about the product. Set up their treatment area with their favourite product prominently displayed with a sign that reads: Ask me WHY this is my favourite product? Clients will be curious to ask during their treatment, the rest will be easy. Try it – it really works! Change the “favourite” product every 4-6 weeks to keep the idea fresh and new to the clients.

10. Make buying fun

Take full advantage of any supplier promotions to boost your retail sales. Clients are far more likely to buy if the perceived value of what’s on offer is high. E.g add a voucher worth £x with any 2 retail products purchased, off their next treatment with you.

Just by following these guidelines, any salon should see noticeable

growth in retail sales and should also notice a really

positive change in the way retailing is perceived by their staff.

10 golden rules for retail success:

0333 600 1200www.sienna-x.co.uk