nailmatters
the easy side of retailing
Samantha Sweet on how to uncover your passion for retailing
InMarch’s issue, we covered some fun ‘nail’ facts and I also discussed how we as nail artists can be defined within our industry by how we choose to act, to speak, the terminology we use and so on. This either shows us up as professionals (or not, as the case may be)…
This month, I want to focus on the easy side of retailing. Now before you decide to stop reading, please take five minutes and breathe! I know, I know…how many articles have you read on retailing but, in the nail world we are clearly not doing enough of it so I will keep it short, to the point and hopefully fun!
Let’s first remember this – we have the power to make people feel good about themselves. How awesome is that? The responsibility we wield as nail professionals is tremendous because having a nail treatment is instant gratification for the customer.Why? Because they can look and see their fingers and toes immediately! They can stare at them, gesture with them and love them straight away.
Asmuch as I love a good facial and a fabulous haircut, I don’t get instant gratification fromthose
treatments.After a facial I want to hide out for an hour because more often than not I look pink and shiny; after I havemy hair cut and coloured, I can only see it if I look in themirror. But nails? They’re right there in front of you, just waiting to tell a story.
how to sell
There are only two things you need to know and do to sell…
NumberOne –Talk about what you know with love, passion and above all confidence! You have to know what you are talking about to exude the passion and confidence in the first
place.As we sit there with our customer chatting about the latest colours, what’s hot and so on, we are planting tiny ‘buying- seeds’ in our clients heads. It is so easy to chat about what you love and why you love it – you’re not discussing sales at all, but you are selling!
NumberTwo – Never judge a book by its cover.We can be quick to make assumptions based on how someone looks – their hair and make-up, the type of clothes they are wearing, the type of bag they are carrying; we may assume that this person reeks of money and has plenty of spend.
In the same way, wemaymake the assumption that someone who doesn’t care aboutmake-up, clothes, bags or looking glamorous, has nomoney to spend. How wrong you would be! If I can teach you anything at all – never
assume.More often than not itmakes an ‘ass’ out of ‘u’ and ‘me’ (get it –my husband Samuel Sweet says this all the time!)
As professionals wemust act like everyone hasmoney to spend, otherwise why are they even with us having their nails done? Never ever sit and think, she doesn’t look like she can afford it so I won’t bother letting her know aboutmy new Summer polish collection – she could be the one person that drops £500 on retail without batting an eyelid!
get passionate
Sweet Squared continues itsmission to ‘Serve the Pro’ only.What does thismean to you? Itmeans that you won’t find us in supermarkets, chemists, department stores, airports etc.We sell our retail lines through you – the professional.
This is nail polish, but if you sold just one set a day (colour and top coat) you would be up by £90 and that’s just one set to one customer per day of your working week. Imagine if you sold three sets a day…I can see the penny is starting to drop!
So remember – be sure you are wearing the latest colours / looks so you are re-affirming your love of what you are talking about.Talk about what you love with passion, believe everyone has the cash to buy retail fromyou and speak with confidence, particularly when you are giving your client the
bill.Themore confident you sound the happier she will be to hand over her hard earned cash. Never close your client’s wallet before she has had a chance to open it.
Samantha Sweet is co-founder of Sweet Squared LLP, distributor partner for CND in the UK and Republic of Ireland.
t: 0845 210 6060
w:
www.sweetsquared.com @SweetSquared
100 GUILD NEWS
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