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Sam Villa's Top 5 Tips For Selling Products To Your Clients

SamVilla

1. Consult, Consult, Consult 

Your entire service needs to be about the guest’s needs and desires, and not only for the end result of the cut or blow-dry. Find out what they are looking for in their everyday style, and give them the products they need to achieve it. If they struggle to control frizz, for example, a product such as Control Addict 28 is a great solution. It’s fast drying, has 24-hour humidity resistance and is easily re-workable to alter a look, even after it dries. Think about how product can make your guest’s life easier, and offer product expertise based on their needs.

Next, add value by offering quick tips about your recommended product. Offer up a few great styling tricks that clients can use when they get home to achieve their desired end result. This will help them truly understand the value of investing in the product. Focus on simple “tricks” — like coating elastics with heat protecting blowout gel to buffer the cuticle prior to securing a ponytail, or coating pins with Triple Take 32 to add control— and the product will sell itself.

2. Choose A Product You Believe In 

When you really believe in a product’s magic, it shows when you’re trying to sell it — guests can usually tell when you’re not totally on board with what you’re using. When you love something, make sure you explain why. Wax Blast 10, for example, is a great quick fix for any hair type. It defines and sculpts to add lift, while also controlling fly-aways. Plus, it’s never stiff or greasy, and will leave clients with naturally smooth looking strands. Make sure you communicate all of the benefits with a guest so that they fully understand the product they’re buying and what it can do for them.

3. Focus On A Guest’s Lifestyle

Ask your client to answer a realistic question: How much maintenance are they willing to go through to uphold the look you create? If they want something easy, suggesting a low-maintenance product such as Rough Paste 12 is the answer. They can use it on wet or dry hair, and all they need to do is run it through their hair with their fingers and a little water. It’s a quick, easy way to rejuvenate a day-old blowout with texture, keeping things as simple as possible. When selling, it’s important that you recommend product suited to your client’s lifestyle and level of comfort. This will help ensure that they have the best possible experience with the product, which in turn will keep them coming back to the salon for more of your expertise and tips.

4. Show Them How To Use The Product 

When styling a guest’s hair, do not divert from the “why” — Be clear about your choice to use a certain product. If they’re looking for more fullness, for example, explain to them the benefits of Full Frame 07, and teach them to use it properly by showing them how it’s done. Take the guest through the steps to achieve the look. Show them how to apply the volumizing mousse to their hair, focusing on the areas they want to be most responsive, and have them brush with a vent brush to ensure even distribution. Show them how they would place a fingered diffuser directly on the scalp with the dryer to achieve maximum root movement with volume. When you show your clients how they can use product and technique to get an amazing look at home, they’ll begin to understand that product truly isn’t an option—it’s a necessity!

5. Be The Expert

… Especially when working on a guest with the same or similar hair type as yours. If you and your guest both have curly hair, for instance, teach them how to use Guts 10  for added root lift structure, and show them the right way to use the product by heating up a thermal round brush before using it on their hair. Or, if you both have short hair, show them how amazing Rewind 06 is for texture, volume and lift. When you hone in on similarities you share with your clients, you’ll be able to better relate to your client’s everyday hair concerns and share product tips that she’ll be excited to try when she gets home!

What are your go-to tips for selling product in your salon?