I had my hair cut last week, and snapped a picture of their product wall. Last month, I wrote a post titled, Big Sexy Hair Philosophy: Anything Is Possible, and in it I discussed their integrated marketing program that includes the use of Marilyn Monroe.
Today, I wanted to discuss two things. The use of this product wall and the Paul Mitchell Tea Tree collection.
The product wall is a huge space. I’m guessing the space is between 12 to 16 feet long and easily 6 feet tall. I need to be transparent with you, I have no idea how much revenue this space produces for the salon. However, my educated guess is that it could easily produce at least 20% more sells if not more by having the display set properly.
Another way to increase sells would be to have the stylist introduced the products during your visits, and sell the solutions the product offers. Hard selling isn’t needed, just a causal conversation and use of the product would make a world of difference.
Never once have I been introduced to a product or heard another stylist introduce a product to a client. Or mention a sale or promotion of a product. I have my hair cut every four to five weeks.
Did you know that companies pay for the opportunity to have those signs across the top the display? Making it important that their product is placed front and center under their signs.
Bringing me to the Paul Mitchell Tea Tree collection, it is buried at the bottom of the shelving – no where near its signage. Who made the mistake? The salon? The Paul Mitchell representative responsible for this location?
This is not consistent marketing. This is an example of how sells fall flat and no one can explain it. Simple mistakes. Overlooked. That make a difference.
Did you know April was Earth Month? Neither did the salon.
The Paul Mitchell Tea Tree collection has a goal of planting 500,000 trees by 2016. When you purchase a Tea Tree product you support Reforest’Action and they’ll plant a tree with any purchase of a Tea Tree Brand product.
There was zero promotional signage telling me about Paul Mitchell support of Reforest’Action. Who missed it? The Paul Mitchell representative? The salon? I have to guess this one belongs to the representative.
By adding your name and email to Paul Mitchell mailing list you can plant a free tree without purchase. Click here.
It’s your turn. What do you think? Is consistent marketing making a difference in your business? Do you introduce your clients to add-on sells in conversations to increase business?
As an example, McDonald’s increased sells with a simple question, “Would you like fries with that?” This question added millions to their bottom line.
“Do you need batteries to go with that?” “Would you like to supersize your order?” “Can I get you a dessert to go?” “Would you like a cup of coffee to relax over and continue your conversation?”
What can you ask your clients as an add-on question that could increase your sells and boost your bottom line?
What can you ask?