Recently I visited with three gentlemen to explore a growing concern over the lack of retailing to male clientele. When asked what retail products they use on their naturals, here is what they had to say:

"My stylist tells me what products to use on my hair and I get what he recommends".-Bruce Johnson

It is only natural for males, both boys and men, to speak of haircare products as a tool to maintain their do's.

"I shampoo my hair at least three times a week at home; and, I use conditioning oil sheen on my hair everyday". - Rodger Johnson

Now does this sound like an individual who does not buy haircare products for home maintenance? What is really odd is that when I asked one of the neighborhood barbers why he does not sell haircare retail products, his response went a little something like this……

"Man, those guys can barely afford the cut….. they're not going to buy haircare products. Shoot, some of them (the clients) do not even leave a tip." - Anonymous Barber

Most often for clients to maintain their naturals, they wind up buying products from the pharmacy or drug store. Worse yet, the man sometimes winds up with what their significant other brings home, which has the tendency to be whatever is on sale at the grocery store. This is the same significant other that will only go to the salon to have their hair done with professional products.
So, for the barbers who have the same outlook as the "Anonymous Barber", here is what you are missing out on…….

"Everyday I am in the public eye in front of my clients, my hair has to look good, I am their model ….. so whatever it takes to keep my hair looking good is what I invest in …." - Bruce Johnson

Your clients are getting their home haircare maintenance products from somewhere! Why not make it you? It is only natural! Here are some tips on getting your retail area started:

° Choose an area in your shop that is well lit and easily accessible, preferably in the front near a window. (this allows easy access for clients who wish to purchase only retail products)

° Position your retail shelves in such a fashion that clients can easily touch and reach the products. (avoid locking the products up, if stealing is a concern, consider hiring a receptionist who will be responsible for selling products and maintaining the retail area)

° Select retail product lines that the client basically has to get from you. (avoid lines that are in every drug store across America)

° Select a retail product line that supports the products you use at your station and the shampoo/backbar. (keep in mind that products sell better if presented to the client as a system)

° Select a retail product line that is visually appealing to your clientele base ….. packaging does help sell products.

° Walk through some high-end salons and department stores in your city and look at how they merchandise (entice clients to buy) their retail products.

° Obtain retail product knowledge classes for yourself and/or staff, including receptionist, so you all will know how to recommend products to the clients.

° Get in the habit of giving each client a consultation on the status of their hair: and, which retail products they will need to use at home to maintain the health of their hair and scalp.

° Get in the habit of offering more services to the client depending on their needs, and wants. For instance, a texturizing treatment, in-salon dandruff shampoo treatment, hair color, or facials that require retail maintenance products for home care.

° Avoid ordering large quantities of retail products, start out small. Determine what products are really "hot" in the line and then increase your order.

° Utilize your salon software to track your retail sales, orders, inventory levels, and product sales tax.

° Do it by the book and apply for a tax resale number. Your taxresale number will also aide you in purchasing your products at the wholesale price in some cases.