Front of House and Back of House
Retailing is one of the most profitable parts of the business. As a beauty and wellness professional, your business should create a culture of retailing. To do this, you need to separate your business into two parts: the front of house and the back of house.
FRONT OF HOUSE
The front of house is your retail store. It should look and feel like one. For example, if you want to attract young, hip adults with a flair for fashion, your retail area should resemble an Urban Outfitters or an Anthropologie. If your business caters to families on a budget, your displays should feel more like a Target.
Retail should be the main focus of this area. You want it to look and feel like you are in the business of selling products. Your product displays should be inviting and attractive. Your best-selling products should be placed at eye level. Display products in various locations to create multiple purchasing opportunities, such as by the front door, in the waiting area and at the front desk. The more often your clients see products, the more likely they will be to purchase products.
Take the time to create special retail promotions and design signage to promote them. Develop regular seasonal displays and re-merchandise products regularly to give a sense of newness to the area. Your clients may not notice a product on the shelf, but move it to a table or the front desk, and it will catch their eye. You can also display your favorite products. There are several ways to promote retail throughout your business.
BACK OF HOUSE
While the front of house is all about retail, the back of house is all about you! You have to believe that the products you use make a difference and tell your clients how great they are.
The back of house is where you can show guests how products can solve their problems. You need to talk about the products, from the consultation through the end of the service. There are five steps you should use when talking about retail in the back of house.
Step 1: Ask the right questions
Ask the right questions and use the right language to determine what products your clients might be interested in. The best time to start talking about products with your clients is during the consultation. Ask questions like:
- What products do you currently use?
- What do you like best about them?
- How much time do you spend on your home care routine?
- What results would you like to have that you aren’t getting?
Step 2: Develop Individual Benefit Statements
Develop an Individual Benefit Statement for every product. An Individual Benefit Statement is the single greatest thing about the product. Clients don’t always care about the features or ingredients of the product. They care about what the product is going to do for them, so share it!
Step 3: Talk about products while you use them
Unfortunately, many beauty professionals spend so much time talking with their clients about the latest gossip, celebrities, the news, or themselves instead of talking about what they’re doing and what they’re using. Every time you pick up a product, cover the what, why, where, when and how.
- What is the product?
- Why do they need the product?
- Where do they use the product?
- When do they use the product?
- How do they use the product, and how much do they use?
Then give a testimonial about the product. Tell your clients why you love it!
Step 4: Pick three products you recommend
After the service is finished, walk your client to the retail area and tell them about the three products you recommend they take home today. Remind them of the benefit of each product. You can even give a quick recap on how to use the product.
Research shows that you should always suggest three products. One or two products are not enough options, and four are too many. By suggest three products, there is an 83% chance you will sell at least one product.
Step 5: place the products on the front desk counter
Take the three products you recommend and place them on the front desk counter. Don’t ask the client, “Do you want to buy these products?” Instead, say something like, “These are the products I recommend for you today. In my professional opinion, these are the best products for you. Which of these would you like to take home today?”
Selling retail isn’t just about you, and it’s not just about the product displays. The front of house and back of house are equally important to selling products. Great product displays plus a confident beauty professional who knows what products are right for their clients equals clients who will eagerly buy retail.
Practice talking about retail! Every workday, select a product that you sell. Practice covering the what, why, where, how, and when of the product at least three times. Do this every day until you’ve covered every product you sell.
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