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                                 BEAUTY SALON RETAILING\n\n                                                 By\n\n                                      Dr. Edward Tony Lloneau\n\nRetailing in Black beauty salons seems to be a lost art.  Most Black salon owners don’t take advantage of its possibilities.  Retailing can raise your income by as much as 30% or more.  When you have a patron in the shop, illness prostate you may have his or her undivided attention for 1-3 hours.  This gives you an opportunity to sell him/her on anything from hairnet to real estate.  But often, treat store this time is wasted on gossip, soap operas and silence.  A salesperson’s dream is to have his/her potential customer’s undivided attention for at least a few minutes.  Beauticians have I for over an hour and don’t use it to their best advantage.\n\nOne way to use retailing is by selling the patron items for home care use.  This helps to insure he/she will take care of his/her hair as you recommend, which will result in fewer complaints from the patron about after-service hair condition.  If you don’t have products on hand, the patron will go to a discount or retail store and may buy unsuitable products because they’re on sale or because he or she just doesn’t know any better.  This ends up harming you, the professional in two ways:  1). You could have made a profit from the sale; and 2). You are the one who has to take extra time to repair the negative effects of poor quality or improper product purchases and use.\n\nThe cosmetics industry is the number 3 industry in this country.  Only the food and clothing industries rate higher in terms of people employed, and cash turnover.  The cosmetic industry is larger than automobile manufacturing and medical services.\n\nSalespeople rate as the third highest paid profession in this country.  On the whole, only doctors and lawyers rate as higher paid professions than salespeople.  These facts are mentioned to show that professional cosmetologists are represented in the three top professions and industries out of the hundreds listed with the U.S. Department of Commerce.  If you’re not taking full advantage of the potential you have at your fingertips, then you need to examine your effectiveness as a businessperson.\n\n \n\nIf you feel you can’t sell your patron a hair care product to use at home, and then include it in the price of the service, and give it to them when you’re through.  This will aid you in four ways:\n\n     \n\n     1). You’ll profit from the item sold\n\n     2). You’ll ensure proper product use in home care after the service\n\n     3). The patron will feel good because he/she will think that you gave\n\n           Him/her something extra as a gift\n\n     4). Your work will be made easier on the patron’s next visit-they may \n\n           even bring you a new customer!\n\n \n\nWHY ARE HOME HAIR CARE PRODUCT CHIEFLY SOLD IN \n\nRETAIL STORES INSTEAD OF SALONS?  \n\n \n\nMost beauticians, especially in the Black area of cosmetology, are somewhat upset with hair care product manufacturers because most often, after-service hair care and maintenance products are available in retail stores.  Many of you feel you can’t compete with the discounted prices some of the large chain stores offer, plus, you don’t want to keep tax records (that are a must in retailing.)\n\nThere’s a logical and effective way around these two obstacles.  But first, let’s understand why manufactures put their maintenance products in stores, while making their professional service products available only to professionals.  The simple fact of the matter is most Black beauty salons don’t make home care products available to their patrons.  As a result, the patrons have no other choice but to obtain them in retail stores.  Look at it from the manufactures point of view.  They spend millions of dollars a year to advertise their products to their customers.  Many manufacturers would love to caption their ads “Available Only in Beauty Salons”, but less than 5% of Black beauty salons make products available.  For the most part, such advertising would be wasted and the availability of most products would be greatly reduced.  It’s a mater of economics – the manufacturers would lose money.\n\nHOW TO RETAIL\n\nThe key to retailing is knowing how to buy.  If you go to the beauty supply store and buy items one or two at a time, then you’ll most likely pay retail prices like anyone else.  However, if you buy a dozen or more of each item for retailing, the supply house will discount it off the suggested retail price.  (Which is your profit when you sell it at that same retail price!).\n\nWhen you increase the price of your service to include the retail price of the products, then you eliminate the competition factor with the discount retail stores and, you will not have to collect a sales tax because the products are made a part of the service.  Also, you sold something for a profit without going through the hassle of a sales pitch, as well as providing your patron with the correct hair care product to enhance their-salon experience.  (Check with you state on legalities)\n\nIn the end, you control your own destiny when it comes to retailing.  Choose wisely and win!\n\n \n\n \n\n \n\n                                           Dr. EDWARD TONY LLONEAU \n\n                                           (310) 764-0081 fax: (310) 764-2899\n\n                                           Email:\n\n \n\n \n\n                                                       \n\n                                                     


  1. Wow that was unusual. I just wrote an very long comment but after I clicked submit my comment didn’t show up. Grrrr… well I’m not writing all that over again. Anyways, just wanted to say wonderful blog!

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