With the most exciting time of the year for retail looming, are you making the most of your retail opportunities and if not, why not?

People are always asking me how to make more money and where they can make the next quick buck? Money doesn’t grow on trees, it doesn’t come easily, and it takes a lot of hard work and effort to achieve a substantial bank balance.

So what’s the magic cure? Well, here’s the deal… there isn’t one! You work hard, you employ a decent staff, you have a nice salon with a book full of customers, you are busy most of the time, and you have a display of different products- what’s next?

Today I want to talk to you about retail products; we may have touched on this in the past, but with Christmas around the corner, I think that retailing is where your salon can make a big difference to your profit margins. There are many elements to this part of your business, but with anything, take it a chunk at a time and investigate each point thoroughly to maximize the impact a few retail products can make.

What Products to Choose
You have to be happy with the products that you use every day at the salon, not just because the company sales girl was nice and gave you a great deal- what are you going to do with a heap of different products that might look cute but you know nothing about?

If you and your staff don’t believe in the products that you use everyday, how can these possibly be used in treatments with confidence and discussed/sold to customers?

Product Training
Your staff should be trained and fully conversant in the features, advantages and benefits of each of the different products with in the ranges they use everyday. The product supplier should insist on this training for your staff, otherwise they are just dumping product on you don’t have any interest in building the brand or any business with you in the future. I say again, you and your staff need to love the products, they need to love everything about it, how it looks, how it feels, how it smells, what it does, etc,etc.. All of these things will make the collection easier to sell: Nothing sells a product more than passion and genuine interest from the person selling it. Think about it, someone calls you up from a sales center, trying to sell you a new, let’s say bed, for the sake of argument. You’re just a number, they don’t care about the bed, they don’t care about you, they just want the sale and it comes across, you are just next on the list. In a salon environment the compassion and care is already there, having been built over the last few months/years between you and your clients. Add to that the genuine enthusiasm for the fantastic new products you have just taken on, that actually do what they say they do and the sale is easy as pie.

Discuss the Products
Instead of idle gossip (yes ladies, I mean you) at the salon during nail treatments, why not take the time to explain to the customer what exactly it is you are doing and why? Explain how the product you’re using is benefiting them, this then nicely leads into home care products and why home maintenance is important. This in turn will increase the trust between client and staff and ultimately make selling retail products much easier.

Best Placed
The brand you carry/use in your salon needs to be seen- to be sold. There is no point having a cupboard full of retail products that you overwhelm your client with at the treatment. Products on display will sell themselves most of the time. Think about window space, an area by the cash register or in the treatment room- a nice brightly lit, clean, airy space is retail heaven, but on the flip side a beautiful display can actually turn people off! Keep to the basics, make sure you have plenty of stock, neatly displayed, already priced with samples to try- this will take the pressure away from customers, most of which will approach the display by themselves and ultimately feel more comfortable making their purchase.

Staff Incentives
Yes, I know a contentious issue sometimes, but you know small staff incentives go a long way. Imagine selling something you love and getting paid extra to for it! How incredible is that? Even if its wrong with a little competition, it might even make some of the slackers sit up and pay attention.

Promotions
Always ask your product supplier what their current promotions are. Nine out of 10, they will offer you something, even if it doesn’t have any structured promotions running at the time. Make the most of these opportunities, invest a little extra time and money in taking these from your suppliers and reap the rewards in the future. Your clients will thank you for passing on the benefits of the promotions and in turn it will make selling easier, as the clients are effectively getting more for their money.

Today, I want to talk to you about change and the positive effect it can have on your life- not only from a business perspective, but personally and financially.

Change is one of the most powerful forces in the world-we can either fight change or we can embrace it, its not something to be scared of. Think about how the world has evolved for the better in many ways and without these changes we would still be wearing fur pants and dragging our better halves around by their hair!

I have, throughout my life, always been the kind of person who has sought to embrace change. I have always tried to look at the positive benefits that it can bring. As I’ve traveled around the world over the years I’ve seen so many changes that it’s truly been astonishing and a real eye opener in many cases.

I have traveled all over the Eastern Bloc, which until just a few years ago was still a communist country and incredibly backward in so many ways. Over the past 20 years I have privy to stories of people in food queues with a lack of basic human necessities- just imagine that! Now, when I visit my global distributors and meet their children who have grown into their teens I see they have the latest iPhones and all manner of gadgets- they are completely in tune with the Internet and have no recollection of the harsh lives that their parents endured in the recent past. These families are a good example of how easy it is to embrace a changing world and also how rapid that rate of change can be.

I embrace change in my daily life and always try to see if there are quicker and better ways of doing things. I like to believe that change is constant in my life and particularly in business where I feel, if you don’t change and adapt, you can soon find yourself for a better choice of words, extinct! There are many stories of how businesses that were successful for many years suddenly found themselves out of business and the explanation that is often given is merely that they didn’t change with the times and got left behind.

I, as a product company CEO, am constantly looking, with my team to see how we can change and improve not only our existing and traditional products, but also what we can invent or develop in the new system products department in order to give better results in quicker times. We have in development right now new system products that we feel will revolutionize the nail business in the years to come.

As I said earlier, you need to be thinking about how you can embrace changes in many ways. Think outside of the box, don’t have tunnel vision and just focus on the day to day running of your business- look at all of the aspects; premises, staff, training, products, marketing, services etc. Don’t throw away the leaflets and magazines that come though your door, send off for samples and try other products- you are not under any obligation and if you don’t try new things, you will never know what you are missing out on.

Don’t become overwhelmed by change by trying to do everything at once; take it a section at a time, which also allows you to give “change” the attention and time required to be successful. Changes don’t have to be huge, small things here and there can have maximum impact. Take time to reassess your business and you will soon be reaping the rewards, trust me!