Sell MORE in Your Salon

Hello, Phil Jackson here from Build Your Salon, bringing you the tools you need to master to build the salon business you deserve. And today, I think it's finally time we got to grips with your sales technique. Hello and welcome. So today, we're going to tear apart your sales technique and put it back together, hopefully in a way which is going to help you improve your results for yourself and for your salon. Today's broadcast was actually a request broadcast. So somebody had posted a request on the Build Your Salon Facebook page. So if there's a topic that you would like me to cover in these broadcasts, head over to the Facebook page, Build Your Salon with Phil Jackson, and put your topic out there. And who knows, in the next few weeks, I might be helping you with something specific to your business too. Now, I wasn't going to give away specific sales techniques tailored for that individual salon owner. I'm sorry, darling, I do have a mortgage to pay. But what I am happy to do is point out some areas where I see salon managers and owners going wrong. So the first part of this video is brilliant content for you and for your team as well. We're going to talk about a better way to sell when we're in the salon. The second part of the video is how we apply that when we're selling our business. So when we're selling services, when we're selling products, when we're selling anything online, when we're selling ourselves, I don't see us carrying through those sales techniques in a very effective way. So there are fundamentally three ways that you can sell a product or service to a customer. You'll be very familiar with this stuff. I see the owners and managers getting it right all the time. Some of the more experienced therapists and hairdressers manage to get it right too. A little bit further down the line, we fall into some very basic traps. So the first way is to sell a product or service on its features. So let's say I'm going to sell you this product, which is called Quick Blow Dry. And Quick Blow Dry has extract of water mint in there. It's paraben free and it's only £13.50 a bottle. So what I've done there is describe the features of a product to you. There are some customers who will buy on features, but very, very few of them. So what we don't do is emphasise a lot of features when we're selling. The next stage, as I'm sure you've already been told, is benefits. So benefits are what are the benefits of those ingredients? What's the benefit of the product to me? So if I said to you, here we have this product. This is called Quick Blow Dry. And it's there to keep your hair in great condition while you're drying. And it reduces the amount of time that it takes you to dry your hair.

All of a sudden, that sales pitch is more engaging. It's more interesting because you're starting to tailor the product to what I need. And show me exactly what it's going to be doing for me. And most therapists and hairdressers stop there. They don't take it to the next level. And the next level is getting your customer to engage emotionally with a product or service. What you're looking to do is either change their status, change their day-to-day for the better, or change the way that they feel about themselves. If you can touch on one of those points, the features and the benefits go out of the window. So let me give you an example. Let's say that I've done my consultation with you. I've decided that Quick Blow Dry is going to be a really good product for you. Now, if I said something to you like, Tommy, we've already had this chat. You've talked to me about your blow drying habits. And you said that you're blow drying your hair three times a week. Well, this product could save you 10 minutes every time you blow dry your hair. Over a year, Tommy, what I'm going to give you back is 26 valuable hours of your time, because I know how busy you are. So what I've done is explained to Tommy that I'm going to change his daily habits for the better. I'm going to save him time. I know he's busy. I've done my consultation thoroughly, and I'm trying to engage with him on a much more emotional level. Now, for 26 hours a year, can you imagine what you can do in 26 hours? 13.50 a bottle suddenly seems very reasonable, doesn't it? So by all means, talk about features. By all means, touch on benefits. But the bulk of your sales needs to be connecting with your customers on an emotional level. Now, you salon owners and managers out there, probably are doing some of this stuff already. We kind of get there over time anyway, just through experience and trying different ways of selling from the chair or from the couch. But what I don't see is you taking those skills out of the salon, out of the consultation, out of your sales for products, and moving that into the slightly bigger picture online and in your advertising. So I see lots and lots of posts online with pictures of nails and a bottle of nail polish, doesn't really tell me anything about how I'm going to feel,

what it's going to do for me on a day-to-day basis. It's very difficult to emotionally connect to something that's just a visual. I see lots of descriptions about all the ingredients that go into products and the different techniques that you have for your facials. Still doesn't connect with me on a very emotional level. And the reason that we get into this trap is this is the way that the products are sold to us as salon owners and managers because they're coming from manufacturers. They're coming from technicians. They're not coming from people who are using and loving these products on a day-to-day basis. So what I'm trying to get you to understand is that when a manufacturer sells you a tube of tint, which is a fantastic new multifaceted red, which lasts longer than ever, don't sell it in that way to your customers. Sell me a sexy red that's going to get me noticed and turn heads and remind my husband exactly what he loves about me on Valentine's Day. Don't sell me a facial with 87 different ingredients, most of which I've never heard of and didn't realise I needed. Sell me younger, dewy skin, which is sure to look fantastic in my holiday snaps. I hope that's been useful to you. If it has, don't forget to subscribe because I do a broadcast like this every single week and I would hate you to miss out on the content that I'm sharing. If you've already hit subscribe, I will see you next week. Take care.