Page 11 - Representative Course Guide 10-18.pub - Publisher

Selling to a Hair Salon-Part Two, Selling Nouvelle / Eslabondexx

6LGH-E\-VLGH VHOOLQJ Just as a good fisherman chooses bait that he believes will attract the fish he wants (worms
for one lake species, plugs for another; or flies in mountain streams), you want to ask a question that is going to reveal a
problem you are already prepared to solve.
“Have you ever had a customer report burning or itching scalp from their hair color?” Whether the answer is
“Yes” or “No,” explain that color systems which do not use PPD are far less likely to cause this issue. Now, rather
than trying to replace a color system they are more or less happy with, suggest they also stock one of the color
systems you carry made for just that problem. You see, without your solution, they may lose that customer.
Can this approach work for other products? Well, it has worked for Coke and Pepsi for decades. No retailer wants
a customer to walk out because they didn’t stock the cola the customer was loyal to. What do you think?
8S-VFDOLQJ Take a look at the neighborhood, then ask about how demanding the salon’s customers are.
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If the salon is located in The Galleria Mall, two doors down from Saks 5 Avenue, you could guess, but, ask anyway.
Maybe only sales clerks get their hair done there.
If catering to a discriminating client base is important, go for the up-sell. Only the best will do. No re-dos be-
cause the product failed. Their customers won’t see these retail products at Marshall’s (and, rich people do shop
at Marshall’s – it’s how they stay rich).

· The important thing is the question.