Product retailing can account for 25% of salon revenues. Does it at your salon? Do retail sales account for 20 to 30% of each stylists' overall revenues? Is your salon set to profit form the Retail Explosion this holiday?

There is no better time to gear up your retail efforts than right now. Retail sales boom during the holidays. Be sure you're counted in when the profits are divided.

You can tap into the explosive growth of salon retailing in the holidays and throughout the year. If you create the right atmosphere and present the products effectively, you'll be in the thick of it. So let's review some powerful strategies for fast success.

The Retail Area
Get people in the buying mood by merchandising your retail area effectively. Here are some valuable ideas.

1. Give the impression of abundance. Be over-stocked with retail products. Create a mountain of holiday gift packs. The holidays are a time of plenty, so have plenty of everything on hand. This is one time you definitely don't want to run out.

2. Create a theme. During the holidays design a today atmosphere. That's right! Do the salon up with lights, tinsel, wreaths, a tree and other decorations. Be distinctive and do it with style. Use these ornaments to create the warm holiday feeling and highlight your retail products. Put some electrical appliances under the tree and gift wrap a few packages.

3. Use signage to emphasize special offerings. It's a good idea to have sales regularly. And, signs help create extra interest. This holds true at holidays. Watch department stores and boutiques for ideas.

4. Create movement in the retail area. Any device you can get that will spin or blink or rock or move on its own is an outstanding candidate for you retail area. Movement attracts attention so products sell faster. There are many devices you can use such as an animated doll, a choo-choo train, a fish tank, or even a TV playing fashion videos. Let your imagination run!

5. Have price points covered. In theory, it's best to offer products with a variety of price ranges. That way people can select what's affordable because you offer something for every budget. Keep this in mind when choosing what you'll carry.

6. Use on-package couponing. Put a little sticker on selected bottles that is able to be removed by your customer and redeemed on the spot. Have it worded so clients understand they can save money instantly by redeeming the on-package "coupon". People love instant gratification!

7. Have mirrors in the retail area. People love to look at themselves. This natural reaction will increase sales. Locate mirrors for high exposure. Mirrors also brighten up the retail area and help give it a feel of abundance.

8. Locate impulse products right at cash out. Hair accessories, picks, combs, brushes and other items will move quickly if displayed right at the front counter. At holiday times be sure to have at least a few holiday gift packs right up front.

9. Keep it spotless. Your whole front area needs to be meticulous at all times. Rugs, walls, windows and shelves must be tended to regularly. Dirty coffee cups and ash trays need to be removed instantly. Retail displays need to monitored and maintained all the time.

Retailing Skills
You are the most important ingredient of successful retailing in your salon. The well-designed retail area is simply a tool to help you fatten your bank book while better serving your clients. It's up to you to put the tools to work. Here are 10 questions to ask yourself about your retailing activity.

1. Have I set retailing goals for myself? How much do I want to sell to each client? How much do want to sell each day?...each week? Have I put these goals in writing? Do I review them often to keep them in the forefront of my mind?

2. Do I start talking retail as early as the consultation? Do I forecast to clients that they will be taking home retail products today? Do I let clients know that, as a professional, I'll be sharing information about specific products for their hair?

3. If I'm performing a chemical service, do I explain to the client before hand the importance of their "home maintenance program?" Do I explain that our chemical services are guaranteed when they use the products we suggest?

4. Do I give the client a presentation on each product used? Does the client know what I'm using and why I'm using it? Do I relate how the products will help the client feel better about themselves. Do I have the client see, smell and touch the raw product? Do I build desire?

5. Do I put the client "in the picture" by discussing benefits in their terms by saying things like: so you know when you see him your hair will stay up all night, have that special shine and just make you feel really comfortable about how you look. Here, take along a purse size, too so you'll have some with you."

6. When the service is done, do I personally escort the client to the retail area? Do I show the client which products they need? Do I take the products off the shelf for the client and remind the client why they're important? Do we put the products on the counter to prepare them for cash out?

7. Do I go for multiple product sales? Do I go from shampoo to conditioner to deep conditioner to sprays, gels, mousses...? Do we get five or six products on the counter to help the client choose which "ones" they'll be taking home? Do I take the time to suggest the variety of beauty appliances and accessories available? Do we talk about how travel sizes fit into the clients lifestyle? Do I point out any sales going on in the salon? Do I show the client the variety of gift packs available and suggest they keep a couple on hand for last minute gift-giving opportunities.

8. Do I use samples constructively to plant the seed for the next visit? Am I able to resolve client concerns? Do I have practiced answers for all the client objections? Do I make the effort to share another point of view with the client and encourage them to "give it a try?" Do I bring up the product guarantee to build client confidence?

9. Do I secure the transaction with grace? Do I make it easy for the client to buy without stress? Am I prepared to make a little "deal" to secure a large transaction? Do I close the sale by saying something simple like: "Well, here let me get a bag for all this"?

Supernatural Retailing means you serve all your client needs better. When you do that you create trust and loyalty. Your clients enjoy themselves more and, quite naturally , your income improves. Want to give yourself an immediate raise? Begin putting these ideas to work instantly and without delay your earnings improve. Start with you very next guest. Keep improving. Do it every time. Don't look back!