Whether your salon is brand-spanking new or you’re looking at ways to take your business that one step further, introducing high-end products and services might just be the way forward. Many would ask whether it is worth heading for those kinds of products, so we’ve compiled a list of the pros and cons of going premium.
- Choose well-known brands. Most large beauty and skincare brands have thousands of pounds invested into their PR and marketing so the hard work has already been taken care of. All you have to do is educate your clients of the products you are looking to, or have, introduced.
- Cheap isn’t always best. Getting cheaper brands into your salon isn’t always cost-effective in the long run, as the products and services might not sell if clients aren’t aware of who the brand are and the benefits of using their products. Paying for the premium brands will ensure that clients know everything they need to and selling will be a lot easier.
- Read reviews. Just because a brand is premium, doesn’t always mean that they are favoured by your clients. To avoid investing heavily in a brand that won’t sell, read reviews or alternatively ask other salons who are already using those brands for feedback. Learning and gaining information from like-minded businesses can be the best way of improving your own business.
- Ask your clients. Your clients love feeling valued and there is no better way to do this than asking them their opinion. What services do they want introduced? What products do they like using? Listening to your clients and also looking through your reports as to how they like spending within your salon, can help you gain the knowledge on what would be best introduced into your salon.
- Ask your staff. Whilst your clients are the ones who will be purchasing your new services and products, your employees are the ones who will have to invest in the brands to be able to sell on to your clients. Asking their opinion on the types of services and brands you’d like to introduce gives them a sense of belonging and ownership. Your employees will be experts in their field so it is worth taking the time to listen to them.
- Research the market. If you are the only salon in the area that offers a bespoke service, treatment or product line, then chances are clients and prospects will travel that little bit further to visit you as they will want what you are offering. However if you are in an area where all of your competitors are offering similar things, then this won’t do anything for your goals of driving your business forward. Think about what is missing in your area and be the one to offer it.
- Don’t forget the aftercare. Your clients come to you for a service or a treatment, but what do they do in between visits? Offering them products to help maintain their haircare or skincare routines is a great way of introducing them to the new brands that you are looking at stocking. If you are suggesting products for them to use as part of ‘aftercare’ then they will be more inclined to purchase these products and more when they run out. Think of it like a tester, but one that requires you to give your expert advice.
- Know when to call it a day. If you’ve purchased a product or service that just isn’t selling then know when to call it a day. It can be easy to look for an excuse or a justification, but if it’s not shifting then you know it’s not right and you need to think about what to do next.
- Think about the long-term. It can be easy to be blown away by the facts and figures given to you buy sales reps, but you need to think solely about your business when looking at introducing new brands. Will this product or service still be selling in 6 months? 12 months? Think about the bigger picture and if you need to increase your prices, then don’t shy away from doing so. New services require training and that all comes at a cost. Your clients will pay for a premium service, so don’t be afraid!
What advice would you give to another salon looking to take on a premium brand? Is there anything you wish you’d have known about before you took on a new brand? Leave a comment below, we’d love to hear from you!