Do you really truly care about every guest that sits in your chair? You might not care as much as you think you do!
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I don’t know if you’ve heard about this, but do you know why you change your engine’s oil every 3,000 / 5,000 / or even 10,000 miles?
Do you have any idea how we started doing oil changes?
Well, believe it or not, it’s actually a Marketing Tactic used by Honda.
Every 3,000 miles, you can get your engine oil changed and it’ll make your car last longer.
Which is technically true, but the 3,000 / 5,000 / 10,000 miles is basically arbitrary. It’s just a general guideline – a guess – of how long they think they can guarantee performance for your car.
More importantly, it’s actually a marketing ploy that Honda used to actually make you come in and buy. And then other automotive companies adopted the same promise.
So why am I talking about cars and oil changes?
Well, think about this:
When your guest sits in your chair, do you care about them looking amazing that one day or for all 45 other days between now and their next visit?
By the way, it takes about 45 days for hair to grow too long and out of control, right? Sometimes it’s 45, sometimes it’s 60, sometimes it might even be 90.
So do you care about guests the 1 day, or for the entire 44 other days that they’re styling their hair on their own?
Stylists that only care about the 1 day:
- Don’t make sure that guests leave with retail
- Don’t educate guests on the value of products
- Sit and talk about Desperate Housewives or something non-hair related instead
Stylists that care about all 45 days would:
- Spend the appointment educating about products
- Do make sure guests leave with retail products in their hands
- Do teach guests how to care for, maintain, and manage their hair for the other 44 days between appointments
So I created a great tool to help your staff remember these tips while working with a client in the salon.
It’s called: The 45 Day Hair Promise
1. Download the PDF
2. Print the Promise
3. Put them at every station inside your salon as a reminder
There’s also a 60-Day Promise and a 90-Day Promise.
I want to make sure that you not only teach your staff about this, but you actually tell your guests:
“I want to guarantee your hair for the next 45 days. And the only way I can do that is if you leave with our shampoos/conditioners/ products.”
Having this posted in every station also makes for a great talking point and allows your client to ASK you:
So instead of you just trying to randomly sell them retail products and feel salesy, they have now asked you to talk about it on their own. Make sure you guarantee their amazing hair!
So do me a favor – make your 45, 60, or even 90-Day Promise.
I look forward to seeing you guys sell a heck of a lot more retail starting this week.