Page 4 - Representative Course Guide 10-18.pub - Publisher

Selling to a Hair Salon-Part One, Getting In

As the representative for a distributor, or the maker of hair and beauty products, you have many special challenges to
overcome. Unlike a lumber representative, for example, going to lumber yards hoping to get an order, and whose main
objections might be price and delivery schedules, you have a much wider range of objections before you.

If your focus is on the outcome (the sale), you will be disappointed in the result.
If your focus is on solving the customer’s problem, you will always be happy with the result.

Let’s take a look at some proven selling techniques first.
5HFRQQDLVVDQFH Do some research on a salon before you make your initial contact. Visit their website and
social media sites. Ask other shop owners about them, and ask for a referral. Some studios have fired sales reps who
they felt could not be trusted to have the shop’s best interests. Respecting that might be your entry, so provide
references.
6WDUWLQJ WKH FRQYHUVDWLRQ Whether cold-calling or re-visiting an established customer, an effective
conversation starter can be as simple as “What problem can I help you with today?” Providing a solution to his/her
problem isn’t required, but your sincere interest in that problem puts you miles ahead of that other rep who starts the
conversation with “Wow! We have a great special that runs until Friday!”
What if the problem turns out to be “My color company must have changed something because my customers
are leaving here unhappy, and I’m having a mess of re-dos to deal with.”? Which of the following would be your
best response?