choosing a supplier
offer you a great forumto do this – however be cautious as often people only post comments online about a company when they have a complaint tomake!Also look at trade publications like Guild News; whilst we cannot vouch for every company that is featured in themagazine, we domake a conscious effort to avoid promoting suppliers who we believe are fraudulent.
Experts also warn you to be weary of unauthorised online sellers.Whilst some companies legitimately retail stock through the internet and are approved by distributors, some are not. “Sellers frominternet sites such as Ebay andAmazon will have purchased the original product fromthe manufacturer or UK distributor then resell it through their online shop,” explains Jason Shaw,MD at NSI Nails UK Ltd.
You need a supplier that is reliable, it’s no good if deliveries gomissing en route.
Salon ownerMarie-Louise Coster believes that part of good customer service is the support your business will receive. “Are the company behind the brand supportive of their stockist? [Will you receive] regular visits froman areamanager? [Will you receive] update / refresher training and complementary in-house training?” she asks.
“My advice is to look around and see what there is on offer and what support and guidance [suppliers] can offer you,” advises LeeMoore, OPIMobile Educator. “Make sure they will offer you product training, that way you find out ingredients, how to use them, how to price them, how to retail themand great hints and tips from professionals who use the brand every day.”
Lee adds: “Do your homework and research your competition; research the [suppliers] that you would like to work with. Find out what training they offer on their products and how they will supply you, how they advertise themselves, what products feel like, smell like and how they are packaged. It they appeal to you and you like them, half the work is done for you.”
“As a salon owner, or self-employed technician [or therapist], it can feel like you are a little fish in a very big pond and there are times when it feels like that little fish is floundering,” she continues. “If you choose
wisely, the [supplier] that you align yourself with will offer training, support and guidance.”
You should also aimto work with suppliers who are experts in their field. “If the companymanufactures its own equipment, for example, theymay be able to offer you better advice on whichmachine ismost appropriate for your salon or Spa,” says Angela Barbagelata-Fabes, Chairman ofThe Carlton Group. “This ‘intimate’product knowledge will also allow themto offer you better technical back up and customer care after your purchase.”
The amount ofmarketing support that a company can offer you should also be a consideration. “Are the company good at marketing and advertising nationally?” asks Marie-Louise. “Do they promote themselves at trade shows, online and in consumer magazines / Sunday papers and supplements? Do they provide you with goodmarketingmaterials to promote the brand within the salon, on your own website and provide you with visuals for advertisements?”
a supplier you can trust
You also want to work with a company that you can
trust.Try and speak with other professionals who use the suppliers you are considering.Websites such as Salongeek
He continues: “Although itmay be cheaper to buy fromthese sites, which is not always the case, you have no idea what you are purchasing and what is inside the packaging. You have no idea what you are getting and no guarantee fromthemif there is anything wrong with the product. Inmany circumstances you end up beingmore out of pocket than if you purchased originally from a company that you can trust.”
There aremany considerations when choosing to work with a supplier; take your time in choosing the one that is the right fit and you will develop amutually beneficial relationship that will help your business flourish.
Considerations when
choosing a supplier: Do they offermarketing support, such as Point of Salematerial or event hosting?
Do they offer comprehensive training and on-going education?
Do they offer technical back-up and post-purchase customer care?
Do they promote their brands in the consumer press?
Do they offer loyalty rewards and discounts?
How quickly will theymake deliveries to you?
Can you order online? Is there aminimumorder?
Are their products exclusively professional, or are they available via shopping channels or on the high street?
86 GUILD NEWS
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 |
Page 77 |
Page 78 |
Page 79 |
Page 80 |
Page 81 |
Page 82 |
Page 83 |
Page 84 |
Page 85 |
Page 86 |
Page 87 |
Page 88 |
Page 89 |
Page 90 |
Page 91 |
Page 92 |
Page 93 |
Page 94 |
Page 95 |
Page 96 |
Page 97 |
Page 98 |
Page 99 |
Page 100 |
Page 101 |
Page 102 |
Page 103 |
Page 104