Diversion.
What are the thoughts that come to your mind upon hearing this word? There has been a lot of communication about this word.
Are you aware that depending on the type of salon you have, retail should range anywhere
from 30-60% of your net profit?
Did you know that statistically, if a client buys
- two retail products you have a 60% chance they will come back
- one retail product you have a 30% chance they will come back
- no retail products you only have a 10% chance they will come back

With the big corporate company brands being diverted and sold everywhere from drugstores to bulk superstore warehouses, is it a losing battle to expect that your clients will buy their homecare products from you?
I’d like to purpose that there are two MAIN reasons that our clients would be willing
to buy their “professional” products somewhere other than from their professional
stylist. (And one of them is NOT convenience.)
1. We are not being truly professional.
2. We are not loving what we do.
When encouraging other stylists to sell retail, I often hear lame excuses like:
I’m not a salesperson, I’m a hairstylist.
I don’t want my client to feel pressured.
It makes me feel uncomfortable.
Any professional who thinks that they are not a salesperson is delusional. We sell ourselves everyday, in every way. How are you coming across to other people? What does your look, actions, your priorities, what you spend most of your time on, and what you talk about, telling others about you?
As hairstylists, we sell our skills and knowledge everyday to our clients. Clients trust us because they know that we know what we are doing. You and I, are the trained professionals. We should know what our clients should be using on their hair (or skin) and why.
Selling retail products should come as naturally as selling your client what style, color or cut they should have. Talk to them. If you have a client that has a long narrow face, and they come to you, it’s your job as a professional to explain how giving them a fuller, rounder look would do for them.
Now, think about how you would talk to them about this. You aren’t going to say, “Look, you have a long, narrow face & you really need to widen up your hair to create an illusion that your face isn’t so long.” No! You would say something like, “I think if we give you a fuller look with more body, it will really bring out your pretty features.” You may even use your hands, holding the hair just so, to show her what you mean.
It is the same with selling retail. Give your client the reason that they need the product, show them how it works and why, and your client will want to buy it from you!
Choosing a product to use and sell in your salon is very important. You must choose a product and company that you believe in. This is becoming more and more difficult for many stylists. Believing in the big corporate company brands that sell box color just about anywhere, not to mention their so-called “professional” products, is becoming extremely difficult.
What is the company’s philosophy? What are they all about? Does the company’s ideals match yours? Are you in love with the products themselves? You must love the look, feel and smell of the products. Do they give fabulous results the very first time you use them on your clients? It is important that you choose products that you truly believe are the best for yourself and your clients.
Now all you have to do is talk. Talk about hair. Talk about what you are doing and why. Talk about the products you are putting in their hair. Tell your client why you are choosing the particular product and what may happen if you don’t use it. Talk about the specific positive qualities of the product. For instance, in our Shear Miracles Organic Salon line, if I would be using the Blow Up the Volume Foam, I may say something like this, “I’m going to use the Blow Up the Volume Foam at your crown area to give your hair airy hold. This will pump up each of your hair strands with body to create a nice lift with all day holding power.” As I am putting the product into my hand, I would show them how many squirts I was using & how I actually distribute the products in my hands and their hair. At this point I’d say, “this foam, like every one of our products, is alcohol free and is actually very good for your hair. Every ingredient is specially chosen for it’s health benefits for both your hair and your whole being.” I may at this point be blowing them dry, so I would hand the product to them to hold and look at and mention that it has some great reviews from some celebrity hairstylists, such as Joseph Kellner. (As soon as your client looks like they are finished checking the product out, take it.) This kind of dialogue causes clients to feel free to ask questions about your products, too. Whatever you do, don’t only talk about yourself or other non-related topics.
Selling to our clients should be easy and come naturally. It should be part of what we do as professionals.
If we are truly showing ourselves as experts in our field, our clients will buy from us and we will not be threatened by diversion of any kind. Let’s beat the diverters at their own game!
Shear Miracle Organics is a family owned and operated company with two generations of professional hairstylists. Our goal is to revolutionize the beauty industry with an organic line of products that are both beneficial and affordable to consumers everywhere, while educating stylists on the harmful effects of typical ingredients found in everyday beauty products. We pride ourselves on offering a healthy salon-quality line with ingredients so pure you could actually eat them!
We offer a broad range of 100% organic hair, skin & body care products to help you ensure that your clients continue choosing your salon!
To get you free information about using and selling Shear Miracle Organics in your salon, click here.
Salon Exclusivity – our story and promise
For immediate wholesale information or to talk to someone personally,
please call 888-223-7986

























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