Business - ChoosingASupplier. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
always keep at the forefront of your mind is that it is the brand that will reflect the image of your salon and the level of staff within it, and it is the brand you stock that will often attract clients in the first place.
If you stock something no one has ever heard of or a cheap product from the local wholesalers it won’t do much to attract potential clients to the business. However, if you stock brands that are very well known or something with a unique selling point (i.e. organic, vegan, natural etc.) you will attract clients who are specifically looking for that.
There are many factors to consider when selecting a brand:
The cost to you
Not only does the product have to be cost effective to you but also to the client. These are still difficult times and although clients are still spending, how many products are you likely to sell at €100 plus? Clients are shopping around and want more for their money, if the product that is costing them a premium price isn’t doing what they want it to do or they can use a cheaper alternative that is as effective, then they are going to try it.
Profit margins
What is the mark up for you? Retailing is an extra way of increasing your profit without having to physically carry out any more treatments, after all there are only so many hours in the day.
However, if the mark up is only 5% on what you have paid for it is it worth the hard sell to the client? Have a minimum profit margin in mind when it comes to retail products.
Treatment time
The brand you choose may have fantastic products to retail, with a great profit margin, but the treatments that have been devised by that brand may be a little sub-standard. Is this where you compromise or is the treatment service more important than the product itself?
60
Clients are seeking the ultimate experience and this is the one thing that will set you apart from your competitors, and also the very thing the client can’t achieve herself at home with product alone.
Your competitive edge
What do your nearest competitors stock? You don’t want to stock the same, equally if there is a brand you really like, find out where the nearest stockist is and also if they have a ‘mile radius clause’ to ensure that no one near you can stock the same brand. This is only fair on everyone and gives each salon a good chance to establish their business and client loyalty.
Supplier support
Are the company behind the brand supportive of their stockist? Do you receive free training, regular visits from an area manager, update / refresher training, complimentary in-house training, or incentives for staff?
As Yvette Christy of Izabelle Hammon Ltd. explains: “When choosing a supplier it’s much more than just choosing a brand, it’s choosing a company that offer excellent customer service. Customer service is key in our company and industry; we work hard on ensuring that our existing customers are satisfied by our service from the first time they make contact with us to future encounters.”
Marketing matters
Are the company good at marketing and advertising nationally? Do they promote themselves at trade shows, online and in consumer magazines / Sunday papers and supplements? Do they provide you with good marketing materials to promote the brand within the salon, on your own website and provide you with visuals for advertisements?
“Check and make sure that the supplier you go with offers education, marketing, public relations and sales support. Making a product or service successful in your business goes beyond just the product itself,” says Lydia Sarfati, Repêchage CEO and Founder.
Marie-Louise Coster is the owner of All About Mi Beauty Boutique and Training School and has over 15 years’ experience running beauty businesses and educating. For more information, visit
www.allaboutmi.co.uk.
Compare the market
Other factors you may consider for your chosen brand to fit in with the ethos of the salon could be are the products organic? Are they Paraben and Sulphate free? Are the ingredients ethically sourced? Are the products Irish? Is the packaging made of recycled material? Are the products available online at a discounted price? The list goes on and each of you reading this will have different factors that are important for you.
Research the products well and take your time making an informed decision; I recently had a student on a course who chose a brand and spent around €5,000 on an opening order only to decide six months later that she preferred another brand! Although she managed to sell most of the products on she had to alter her pricelists, website, advertising etc. and even more importantly she now had to convince her client that although last time they visited she said the other product was the best thing ever, now this new product is…don’t make the same costly mistake.
Even if it takes you a little longer to choose than you had anticipated don’t worry, be sure you have made the right choice for your business and your clients.
Page 1 |
Page 2 |
Page 3 |
Page 4 |
Page 5 |
Page 6 |
Page 7 |
Page 8 |
Page 9 |
Page 10 |
Page 11 |
Page 12 |
Page 13 |
Page 14 |
Page 15 |
Page 16 |
Page 17 |
Page 18 |
Page 19 |
Page 20 |
Page 21 |
Page 22 |
Page 23 |
Page 24 |
Page 25 |
Page 26 |
Page 27 |
Page 28 |
Page 29 |
Page 30 |
Page 31 |
Page 32 |
Page 33 |
Page 34 |
Page 35 |
Page 36 |
Page 37 |
Page 38 |
Page 39 |
Page 40 |
Page 41 |
Page 42 |
Page 43 |
Page 44 |
Page 45 |
Page 46 |
Page 47 |
Page 48 |
Page 49 |
Page 50 |
Page 51 |
Page 52 |
Page 53 |
Page 54 |
Page 55 |
Page 56 |
Page 57 |
Page 58 |
Page 59 |
Page 60 |
Page 61 |
Page 62 |
Page 63 |
Page 64 |
Page 65 |
Page 66 |
Page 67 |
Page 68 |
Page 69 |
Page 70 |
Page 71 |
Page 72 |
Page 73 |
Page 74 |
Page 75 |
Page 76