MAXIMISING SALES IN QUARTER 4

Coach and Management Trainer Nergish Wadia-Austin shares the main areas a salon or barbershop manager should consider when planning for a successful fourth quarter

It may feel early, but action these seven key areas now and you can set yourself up for a thriving latter part of the year.

1 Research

• Conduct market research to identify popular trends, products, and services during the holiday season by talking to your suppliers. Ask them about competitors' strategies and offerings that were most successful last year.

• Analyse customer preferences and purchasing behaviours during previous quarters, especially during the Christmas rush last year. What did you sell out of? Your sales results will be your best guide.

2 Ordering

• Based on market research findings, curate a selection of retail products that align with customer preferences and popular trends. Talk to your team and find out if they agree or if they have other suggestions.

• Estimate demand and order an appropriate inventory of retail products to ensure availability.

• Consider creating gift sets to increase sales and appeal to gifting customers. Why not offer a gift-wrapping service?

3 Internal and External Communication

• Train and educate salon staff about the retail products and new services, emphasising their benefits and features.

• Implement effective sales techniques to encourage staff to upsell and cross-sell retail products during service appointments.

• Create marketing materials (e.g. brochures, posters, social media graphics) highlighting the salon's retail offerings, promotions, and gift options. Get started on that as soon as you have placed your orders.

• Launch targeted advertising campaigns to increase awareness of the salon's retail products, gift wrapping services and new treatments on your website and social platforms as well as your client newsletters.

4 Actions

• Decorate the salon with a festive theme, creating an inviting atmosphere that encourages customers to explore retail products.

• Implement a customer loyalty program or rewards system to encourage repeat purchases and increase customer retention.

• Train staff on effective customer service techniques to provide a positive and memorable experience that encourages customers to return.

• Offer special promotions, discounts, or bundled services during the holiday season to attract more customers in the up-coming quieter months of January and February.

5 Learning from Results

• Monitor sales data regularly to track the performance of products and identify top-sellers.

• Analyse your customer feedback and reviews to understand their preferences and make adjustments.

• Conduct surveys to gather insights from customers about their experience and suggestions for improvement.

• Use the gathered data and feedback to inform future business decisions and develop a plan for the slower quarter 1.

6 Gifting and Gift Voucher Sales

• Develop gift guides or suggestions for different customer profiles (e.g. men, women, teens) to simplify the gift selection process.

• Promote the sale of gift vouchers, highlighting the convenience and versatility of allowing recipients to choose their desired services or products. Connect your consultation questions to allow for these opening sentences.

• Offer incentives for purchasing gift vouchers, such as a free service upgrade or a discount on future appointments.

• Create attractive gift packages or bundles with popular retail products, offering them at a discounted price.

7 Bringing Customers Back in Quarter 1

• Develop exclusive offers for the slower quarter 1.

• Consider loyalty program benefits or discounts for clients who made purchases or received gift vouchers during quarter 4.

• Launch targeted email or SMS campaigns to remind customers about promotions.

• Use social media to engage with existing and new clients and create anticipation for new services or product launches.

ABOUT THE AUTHOR

As a coach and management trainer, Nergish Wadia-Austin has worked with salons, spas and barbershops all over the world. Nergish is an expert in increasing service and retail performance, offering tailormade online and in-person courses for leaders, managers, and salon professionals who want to improve operations and boost revenue.