- Product keeps you on his mind. When your client picks up that bottle of shampoo at home, he thinks of where he got it and who sold it to him. That bottle is his daily reminder of the great service he received.
- Product keeps him coming back. Studies show that if a client buys a product, there is over a 90% chance that he'll return to the shop where he made the purchase! He's not sure who else sells that product he loves, but he knows he can get it from you.
- Product enhances your professional image. If, through the use of product, you can correct a problem a client is having or enhance his look, he'll come to appreciate your knowledge and place more trust in you.
Why don't we sell more product to our male clients? All too often, I hear barbers and stylists tell me, "Well, I'm just not a salesperson!" Not true. Got kids? You're a salesperson. Every day, you sell your kids on ideas and encourage them to behave well. Selling retail is much easier than trying to get a kid to do homework.
Knowing your product well is the first step. This will enable you select the best products to correct a problem a client is having or enhance his look. Consistently using products on every client and showing him how to use them is also key. Men need to feel confident they can take the product home and produce the same results. Finally, you must ask for the sale. "Bob, that pomade I used on you really gives you some nice hold and shine. Would you like to take some home with you?" That's an easy, yet assumptive, approach. For more on selling retail, read my article How to Sell Retail to Men.
