Building my business

Boosting retail sales at the front desk

Fleur Murphy Feb / 20 / 2016

shortcuts software blog boosting sales at front desk smiling woman at salon front desk
Want to sell more retail? Cultivating a sales-focused front desk team is a great place to start. Your front desk is one of the most important parts of your business – the team sets the tone for your guest experience, keeps your business moving throughout the day, and has an enormous impact on productivity. They are also the very last point of contact your clients have with you before walking out the door, and as the people who process the transactions, their role in the retail sales process is critical. So what are the most effective ways to turn your front desk into a powerful retail sales force?

Create a training plan

Empower your front desk staff to speak confidently about your retail offering by providing them with in-depth product training on a regular basis. It’s important for them to feel passionately about the benefits of each product, and be able to sell its value. Although the stylist should take care of the majority of this during the consultation, the front desk team should be able to answer client questions and make recommendations where appropriate.

Equip your team with a script

Providing your team with a loose script is a powerful way to ensure they are maximising retail opportunities at every transaction, while also maintaining a consistent experience for your guests. Obviously you want the conversation to still flow naturally, and for them to bring their own personality to every interaction, but you can guide some key points to hit with each and every client.

Harness client histories

When checking out a client, train your team to view past retail purchases, and, when appropriate, prompt them for feedback on the product and/or repurchase. If the client did not like the product, this gives you a second chance to recommend something different instead of losing that client’s retail revenue altogether. And if they did like it, a gentle reminder to stock up while they are in the salon could avoid them spending those retail dollars online if they run out in between visits.

Motivate by setting goals

Setting specific, measurable goals for your front desk staff individually and as a team, is a powerful motivator to keep them focused. Drill down in your reports to see how individual team members are performing, and use this data to develop realistic KPIs for your staff. After you’ve set the goals, the key is to monitor the progress of your team on an ongoing basis, and provide individual coaching/tweak your retail strategy as required.

Provide incentives

When it comes to encouraging a shift in behaviour, positive reinforcement is key. Once your team does hit their targets, be sure to recognise their contribution. You can do this by setting certain rewards for staff who hit KPI milestones, or by running regular competitions (such as retailer of the month/quarter). You may even choose to build in a retail bonus component to their compensation structure.

Fleur Murphy
Fleur Murphy
Fleur Murphy is a strategic thinker and marketing expert with a passion for the hair and beauty industry. With her drive to build strong brands, Fleur has helped businesses across Australia achieve tangible results from their marketing activities. At Shortcuts, Fleur focuses on strategies to help salons, spas and clinics get the most out of their business technology.

Related articles

shortcuts software blog motivating your staff to sell retail
Blog / Building my business / Creating a dream team

Motivating your staff to sell retail

'Stylists are not salespeople!' The timeless statement that every salon owner has either heard, muttered to others, and most of the time, come to accept. The reality is there is a little salesperson in each of us. So how can you bring out the sales person in your staff?
Oct / 29 / 2016
Eric Perera
Read More
shortcuts software blog the abc's of an effective front desk
Blog / Building my business / Creating a dream team

The ABCs of an effective front desk

A well-managed and efficient front desk is the hub around which your entire salon revolves. When things are flowing smoothly at the front desk, everything else seems just that little bit more effortless. It’s as easy as ABC!
Aug / 07 / 2016
Paul Rose
Read More
shortcuts software blog automate your business for peace of mind
Blog / Building my business

How to avoid crashing and burning

One of the best ways to prioritise your wellbeing, while keeping your business healthy, is to automate as much as you can. Here are five cool Shortcuts features that can help you create more downtime without needing to become a time-traveller.
Mar / 01 / 2017
Melissa Payne
Read More