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Whether you are just starting out or are a seasoned professional, Salon Talk with Nancy is a go to resource that will inspire you with REAL solutions. Tune in and discover how to elevate your craft and build a thriving business. Success starts from the inside out so LISTEN, LEARN, and BECOME the BEST version of yourself in this amazing world of BEAUTY.
Good morning, everyone, and welcome to Salon Talk with Nancy. I'm Nancy, and I'm your host for today's show. This is episode 5. I'm so excited. It's also the second part of the deep dive into the 12 buying types.
Nancy:That episode 3, we went over with Christy Valenzuela, and we re, went through the 12 different types of buyers. And I want you to think what kind of buyer am I as we go through this. So are you ready? 1st off, the urgent buyer. These are people that are motivated by the signs that say limited time only, limited supplies, or you don't wanna miss out.
Nancy:They definitely have some serious serious FOMO going on. So these are people that when you're making a promotional sign, it is really important that you have a start date and an end date. It get it creates a sense of urgency. I know I sign up for some of my favorite products, and I'll sign up for their texts and, emails. And I often see while supplies last, limited time only, flash sale.
Nancy:That's another one you could do flash sale. So these are people that are gonna respond. You wanna make sure that they know about it. So, again, we're gonna make sure we're posting on social media. We have clear signs.
Nancy:We have a beautiful display. And when our guests check-in, the front desk is acknowledging them, and they're talking about what we have on sale in our salon or spa store, and they're gonna be invited to shop around. Alright. Very good. Next.
Nancy:Next type of buyer is called self. This person is gonna communicate by saying things like, I love your hair. What did you use to create that? Or oh my god. I love your outfit.
Nancy:What brand is that? Right? So the way we respond is we're gonna say, oh my god. I love this brand. Right?
Nancy:So for example, if it's a pair of shoes that you like or whatever, or if you're stylist and you have curly hair and you decided to create beautiful ringlet curls and you used, you know, 3 products to do it, and your client starts saying, oh my god. I love your hair, how you styled it today. What did you use? The first thing you're gonna say is, oh my gosh. Thank you.
Nancy:I love the products that I use. This is what I use. This is how I used it. These buyers are gonna buy multiple products. They're not necessarily focused on the price.
Nancy:They're focused on how to do it and and, the performance of it because they want to look like you. Okay. Next, features and benefits. This particular client is gonna turn the bottle around. You might find them in the, waiting room looking at ingredients.
Nancy:They're all about, looking at, you know, the features and benefits on the front of the package. So when you see these people, you're gonna ask them. You're gonna say, I see you're looking for a solution to something, and then they will acknowledge you. Lot of brands, a lot of products, especially when it's a new product launch, they'll have signage. So I do wanna encourage people.
Nancy:If you do not have signage for your salon or spa store, like you might find in a beautiful display at, you know, at, like I don't know. Euphoric, Sephora. Right? Like, if there's, like, signs and things like that that will actually draw you in. Where was I the other day?
Nancy:And my husband and I were shopping. I think we were at Nordstrom's, and we were shopping. And on top, they had signs like things that were on sale, like, you know, 30% off this week or whatever it was for, like, winter jackets. So though you wanna make sure there's clear signs. So a lot of times, shelf talkers will actually talk about the features and the benefits of the product.
Nancy:If you do not have those available, I encourage you go to the professional site of the brands that you carry. Reach out to your business consultant if you have one, and they can kinda guide you. But I do know a lot of the professional sites will have a pro access, and you can, if you're lucky, I know I know certain brands have them, you you can download images. Like, Redken's really good at that. Matrix has a site.
Nancy:Also, on level loyalty, which is a rewards program for for a group of brands, L'Oreal, Red Kim, Pulp Riot, Mizani, Biolage. I think that was all of them. I think so. They have a site level loyalty rewards. And if you happen to be a rewards membership when you go on log in, they actually have free images templates.
Nancy:You can just PDF, download them, and go to Canva, and you can actually create some images for it. Alright. Perfect. Next, awareness. These people wanna know everything about everything.
Nancy:Have you ever had a customer that the whole time you're trying to do their hair, they're just looking around talking to you, and they're like, oh my god. What are you using? Oh my god. Is that a new stylist? Did you get a front a new front desk manager?
Nancy:What does that product do? You've never used that in my hair before. What is that? What does that smell like? So these are people that wanna know everything about everything.
Nancy:Literally, Even if they don't get services, they wanna know about your spa. They wanna know about promotions that you're having. They wanna know about new products. These people can be very quiet, and so we don't wanna offend them. So we wanna treat everyone like they are an awareness person.
Nancy:Meaning, from the second they walk in and you greet them, you let them know about something that's going on. Or if there's a new product line, you as the stylist, acknowledge it and let them know how excited you are. You've taken on a line extension or whatever it might be. Because what you don't want is a person that their number one shopping thing is awareness, and you're not talking about a new product that you're using in their hair, and you are they're sitting next to somebody, and their hairdresser is teaching them about the new product, talking about new services, even talking about the spa, or or they're sitting there waiting and another guest walks in and somebody offers them a tour of another service area like spa area or massage or even like pedis and mannies. They offer them a tour, and you've been a client for years and never got one.
Nancy:So I do wanna bring that to your attention. It's important to treat everyone like that because sometimes they're quiet, and you can offend them. Alright. Next. Featuresmith, self Urgency buyer.
Nancy:Oh, I just think we did all. Awesome. Okay. So we've done all 4. We did urgency buyer, self, features and benefits, and awareness.
Nancy:I wanna offer you some bonus tips. First off, remember, you are creating an experience in your salon or spa store. We're people. We love to shop. Shop.
Nancy:Where do we shop? We shop in a store. So really change your mindset and think about your verbiage and how you communicate to your team, your front desk because we lead by example, and they're gonna follow our lead. So we wanna really be, speaking to the salon store and inviting our guests to shop around. I want you to be excited and believe in your salon store.
Nancy:Believe that the the it is an extension to the services that your client just got. I can tell you I take it very personally when a client spends 100 of dollars with me to do their hair that I am educating them on what I'm using, how I'm using it, and then showing them and inviting them to purchase it and take it home. If they tell me no, they tell me no, but at least I've done my part, especially when it comes to chemical services that I know you're gonna get the most longevity and wear and be able to recreate this look that we you just paid for. Alright? So that I take that very seriously and very per personally.
Nancy:And I want you to have fun. Have fun creating your salon store, doing displays. It should be a reflection of the culture of your salon. It's fun to move things around. It gives people an opportunity to look at and shop different items that they never noticed before, changing it up for the season, making sure you have clear signage.
Nancy:I have walked in and seen some of the most beautiful holiday displays. Beautiful. Go on Pinterest. Get some ideas. Honestly, people will they'll wanna shop if you have beautiful displays.
Nancy:Utilize another one, utilize your brand partners and your pro sites for sure. Again, a lot of your professional sites will have images you can download, information that you can cut and paste, and be able to use in an email blast, or you can use it for social media. And social media, while I'm on it, make sure you're following your brand's professional social media site because if there's a new launch, they're gonna talk about it. They're gonna create a video. All you have to do is download it and or share it.
Nancy:It's easy. They do all the work for you, and then you can make sure you're posting, like, Justin, you know, this is what's on sale or I love it and have your team do some tutorials. Empower your team to make everyone aware of all the promos. It is very common that especially if you're a leader that is still doing services behind the chair or an aesthetician, that we don't necessarily have meetings. Sales fail.
Nancy:Rewards programs fail because we're not informed, or people are confused. You you trust somebody else to tell them the information, and and it gets diluted. So please make sure that your team is aware of any promotions, that you empower them by making sure that they know what it does. Utilize your brand partners. Utilize your consultants from whatever distributor you work at.
Nancy:You know, I do these events. They're I call them empower hours, and they're 1 hour, maybe 2 tops, and they can be as casual or as formal as you want them to. But if you have a new line extension or you have new team that's unaware of how of something that you carry, Again, I get coffee, get breakfast, and you can spend time with them, making sure they're empowered and they understand what's happening. Alright? And you can be there to help consult, with their customers and do, like, a concierge day.
Nancy:Alright. Let's see. Clear communication. Again, things fail because you are not communicating with your customer. So somebody told me that by the time we're sick of it, like, when you run a promotion and you're talking about it and you're posting it, by the we're sick of it after 4 weeks, but that's just when the clients are starting to catch on because they've seen it enough times.
Nancy:They're it's becoming they're becoming aware of it. They've heard it about it. They've seen it. They've seen signs, and curiosity starts to kick in, and they they they wanna ask you about it. So, again, please make sure that you're communicating, and let your team know it's communication is key.
Nancy:And, also, when your guest walks in, make sure the front desk it's the first thing they do after they greet them is that they make sure that they're telling their guest there's new services, if there's new promotion happening, if you got a new product line, and be exciting and authentic about it. Alright. It is our responsibility to inform and educate the client on what we're using and why, And that is a really important statement, and I'm gonna say it again. It is extremely important, and it is our responsibility to make sure our client knows what we're using on them and why. It is their right to know.
Nancy:It is our obligation to tell them, and it is all about the guest experience. And and Michael Cole and I just had a beautiful, recording on the guest experience, and it's always going to be about the experience. You know, we create the culture. We had a vision when we opened the salon, and we get busy. We get worn out, and we need to take it at heart that our guests are paying guests.
Nancy:They can go anywhere they wanna go. What are we doing? What is our point of difference? And understanding their language, their their purchasing language is extremely important to being able to communicate with them because communication is key no matter what your role is or the relationship. It's so important.
Nancy:So I hope that this was helpful to you, our time together. I know it flew by. We got our 4 more types of buyers in. But if you liked this episode and you thought that it was helpful and you got something out of it, you wanna see it live, please go to my YouTube channel, Salon Talk with Nancy. Make sure you share.
Nancy:Subscribe. Tell your friends about it. If you're a service provider and you like this again, tell your friends about it if you got something out of it. And I'm always doing contests, so you never know when I'm doing a contest. So make sure you follow me on social media.
Nancy:It's salon talk with Nancy on Instagram or Nancy Bogler on Facebook. I'm working on getting spending more time on Facebook. I know people some people love Facebook. I'm definitely an Instagram girl, but I look forward to seeing you or, hearing from you, and I hope to maybe someday meet you in person. Have a wonderful day and thank you so much for your time.
Nancy:I appreciate you and I hope that this episode empowered, inspired, and elevated you in some way, shape, or form because that is my mission and I appreciate you. Thank you so much. Goodbye. Have a great day.