From the original Salon Punk Archives
Here’s why Paul Mitchell Makes Sense For Your Salon Profits!
Alan Here.
I am going to be mega-fast today. You’ll like this one. Here’s why!
This is taken directly from their website.
“In 1979, John Paul DeJoria and Paul Mitchell first decided to launch a professional hair care system. They envisioned a company established by hairdressers for hairdressers – a venture dedicated to the success of individual stylists, their salons, and the professional beauty industry as a whole. By 1980, they established a partnership with a borrowed $750.00 which eventually became known as John Paul Mitchell Systems”
Want my opinion … they did and do just that. Okay, they want to sell you heaps of stuff sure but that’s business. But hey … this is a company from hairdressers for hairdressers!
Not fats cats for fat cats that know zero about salon business! You see in my experience most cosmetic companies want to fill your shelves with their stuff. Okay, that’s fair but what do they do to help you sell it?
There’s only 2 kind of retail product you need to know about in your salon.
1. DUST COLLECTING PRODUCT
This is where the buying public, your clients know zero about the product. It isn’t advertised and if it is the advertising is so bad … they haven’t got a clue what it’s for!
So when clients are in they’ll try and read the badly worded bottle and still have no idea what its all for. Or they’ll ask one of your staff for advice. Most of your staff won’t have the time to give it. Lost sales!
So you have to push it hard through your team. Do they want to do that for you? Most of the time NO. So your retail or shops sales are low!
In other words, it lies on your shelf all day collecting dust!
2. FLY OFF THE SHELF PRODUCT
This is cool. A none salon client walks in from the street, picks something from your shelf, brings it to the checkout and pays. Why?
Good advertising. Good image. Good marketing. Good feelings. High profile.
You see when someone like Paul Mitchell advertises using something like a gorgeous woman on a beach or a Harley Davidson or pony tail laden John Paul or whatever they are selling … A FEELING OF FEELING GOOD, looking great, being part of something special.
That’s what your clients will buy. Not an elevated bottle that sells nothing buts its self. Of course … most reps will say different.
Anyway, listen …
If you want to KICK-START a strong retail shop in your salon my advice is to advertise like Paul Mitchell. Not the very best but … will make you money, not collect dust and generally will fly off the shelves.
Not for everyone but it works!
Alan
P.S. Do you follow us on iTunes? You’ll find some useful stuff on selling retails here’s the link
P.P.S.Here are some More Blatant Sales Pitch
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