Salon retailing isn’t just about boosting your bottom line—it’s about elevating the client experience and ensuring they can achieve their dream hair at home. Yet, between packed schedules and limited space, many stylists struggle to make retail a seamless part of their business. The good news? Selling retail doesn’t have to feel like “selling” at all. By shifting your mindset and integrating a few strategic techniques, it's possible to naturally increase retail sales while enhancing client satisfaction. Here are 11 ways to help you effortlessly increase retail sales in your salon or suite.
Shift Your Retail Mindset
Successful retailing begins with the right mindset. “To me, retailing is not selling—it’s completing the service,” says Peter G, a Tampa-based stylist, international educator, and owner of Peter G Hair Studio. “I truly believe that artists put too much thought and energy into ‘selling,’ which can lead to retail burnout when they don’t want to sell anymore.” Once you shift your perspective and start seeing retail as an extension of your service, transactions flow more smoothly and clients feel empowered.
Listen Like a Hair Detective
Peter G’s clients often say things like, “I love when my hair does this, but it never lasts” or “I wish my hair would do that.” He explains that, if you really listen, you will hear their wishes. “I recommend becoming more of a hair detective. Look for the clues: What are they using at home? What’s their current routine? Once you’ve collected your clues, educate them on how to do their hair faster, easier, and better at home.” According to Peter G, once his clients see a better way to style their hair with products that actually work, they’re ready to purchase without him trying to sell them retail.
Photography: Courtesy of Peter G
Offer Solutions, Not Sales Pitches
A doctor never says, “I think you should buy this medication.” Instead, they might say, “I’d like you to try these tablets to treat your sore throat.” Applying this same approach to haircare can help you focus on matching your clients with solutions for their concerns. With personalized recommendations, it’s easier to get excited about the value you’re adding to their lives (rather than feeling the pressure to sell). Here’s a simple formula to make solution-based recommendations effortless:
- Identify the Problem: “You told me your hair gets dry in the fall.”
- Introduce a Solution: “I recommend this conditioner with argan oil. It would be great for your hair.”
- Give an Explanation: “It helps restore the moisture your hair tends to lose after being in the sun and pool all summer.”
Put the Product in Their Hands
When it comes to selling retail, half the battle is getting the product into your clients’ hands. Encourage them to hold the product while you highlight its benefits. Seeing, feeling, and smelling the item up close will engage their senses and make them envision the product as part of their at-home routine. So, hand your client the shampoo, styling gel, or hairspray and give them a chance to read the label as you demonstrate how to use it.
Use the Power of Suggestion at Checkout
Have all products on display during your client’s service. If a client hesitates, simplify their decision by offering a curated selection. Line up three products on the counter at checkout and say, “These are the products I used on your hair today. Which can I offer you to take home?” This approach can help combat “choice overload,” a phenomenon that can lead to decision fatigue and even avoidance for some clients.
Demonstrate and Educate
While styling, demonstrate how to use each product and teach your clients how to easily recreate their look at home. You can even have them apply the product themselves. Remember to keep all the products on your station with the labels facing your client, and line them up in the order you’ll be using them. “Many clients don’t understand why a conditioner is essential after shampooing or how to layer styling products effectively,” says Peter G. “As a stylist, you’re simply providing them with the tools and information they need to do the job at home.”
Make Your Retail Display Work for You
Always have enough inventory to fill your shelves and try to use every available square inch of space to display products. According to Peter G, shoppers are much less likely to purchase the last item on a shelf. “Think about how you shop. Would you buy the last item in the shelf? Are you attracted to retail shelves that only have one or two of each item?”
He says that filling space with too many decorative items, like flowers, can shrink your selling footprint. “The goal is to make your retail shelves look more appealing while creating a shopping atmosphere. Use shelf talkers or product posters in nice frames,” he adds. “This not only draws attention to your retail display, but also acts as an effective filler when inventory is low.”
Pro Tip: If your budget doesn’t allow for backup inventory, try Peter G’s strategy—he places three or four empty bottles behind each full bottle to keep his shelves looking fully stocked at all times.
Maximize Retail Space With Shelving
A vibrant, fully-stocked retail display sends a message to clients that your salon is a go-to shopping destination. However, for small salons and suites, available space for retail displays is often limited. To maximize his space, Peter G uses narrow shelving units, floating wall-mounted shelving, and high, narrow étagères to display products at his hair studio.
Curate a High-Impact Retail Collection
You only have a limited amount of space to display your retail collection—don’t be afraid to be extra-selective when curating your salon’s inventory. Think strategically about the products your clients have enjoyed the most and stock up on star products and regimens. Consider your demographic, the hair textures you work with most, and your clients’ lifestyles and preferences. Work with distributors and manufacturers that offer flexible purchasing plans.
Let Retail Happen Naturally
"My secret to selling retail is simple: I don’t sell retail,” says Peter G. “I focus on the art of the cut and style. I don’t chit-chat a lot, but when I do talk, I’m focused on the client’s hair.” His advice? "Forget the pressure of 'selling'—focus on being the best artist you can be, and retail will follow naturally. Really listen to what clients are saying to you, and they will tell you exactly what they need. It’s that simple!”
Expand Your Retail Sales With E-Commerce
Digital platforms like SalonInteractive open the door to new revenue streams for stylists and salon owners—without the hassle of managing additional inventory. If your client wants to purchase a retail product that’s not available at your salon, SalonInteractive allows them to place an order online and have it shipped directly to their home. With SalonInteractive, your clients will be able to tap into more inventory than ever before, with commissions sent to you every week.
Ready to increase your salon's online retail sales? Visit SalonCentric’s SalonInteractive page to set up your online store today.
