We’ve all heard the old adage “knowledge is power.” But did you know that information is a large and growing part of what salon and spa professionals offer? It’s no longer feasible to just provide great haircuts, skin-silkening facials, and a dose of witty banter. To compete in today’s fever pitch frenzy of online retailers, unbiased product knowledge, and expert advice is one of the few virtues left for the salon and spa industry.
Having the Right Tools
Knowing your products inside and out puts you and your salon or spa at an advantage in the eyes of your clients. That’s why a centralized product knowledge center or product catalog can help educate staff, keep service operators current, and act as a resource for clients.
For Staff – Front Desk, Assistants & Office Personnel
A product resource center offers your staff the opportunity to learn about the salon or spa retail offerings. In turn, they can provide current information about available products to clients and make suggestions during any portion of the client’s visit including at checkout.
For Stylists, Colorists & Spa Professionals
Service providers can stay current with valuable product information about their favorite brands. They can view product demos, learn useful tips and product use techniques, and discover new products and trends to pass along to clients.
For Clients
Accessing product information through the salon or spa is an excellent opportunity for customers to learn more about a product, what it’s made of, and how it’s used. Clients can discover tips for creating current trends including tutorials and step by step demos.
Adding Credibility
Having product knowledge at the ready also adds credibility to the salon or spa as a resource. With so many clients looking to Amazon and other online retailers to purchase their professional hair and skin care products, salons and spas are having a hard time competing. The one thing clients lose when buying from such retailers is access to in-depth product knowledge and the recommendation by the salon or spa professional who really knows the client’s hair or skin the best.
Be the Expert
Tying a product resource center in with your marketing efforts provides yet another level of credibility to clients. Adding quick tips, tutorials, and trend spotlights to your salon or spa email marketing efforts, blog posts, and on all channels of social media helps position your team as the resident experts. The more your clients trust you and your advice, the more likely they are to purchase their product through your salon or spa. You just have to make it easy for them.
Making Product Recommendations
Another valuable tool for educating clients about products is suggestive selling. That’s when a specific type of software uses algorithms to make intelligent product suggestions based on each client’s buying history, or the service performed that day. Such a feature makes smart recommendations at checkout and in automated confirmation emails. It’s an under-the-radar nudge toward an appropriate purchase that helps staff sell and plants the seed for clients to buy from their local expert.
The lesson here? Knowledge is essential to your business’ survival, so arm yourself in the fight to keep professional products genuinely professional.
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