Retail Doesn't Work
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Evan: [00:00:00] Welcome to the refine network podcast. We are back again in Appleton, Wisconsin of a high of 40 degrees and March. I think it's around probably 65, 70 in South Carolina, but
today let's talk about something very controversial. We might get canceled. This might be our last podcast. We might not be accepted in the industry. Let's talk about retail and how it can actually support and grow your business. Can you believe that? What a shocker.
Why in the world would you bring something into your company and sell it? hands? They can [00:01:00] just go to down the street, the Sephora or Ulta and buy it. Why would you want to put that in your company?
We're being very sarcastic if you hadn't called on.
And if you're a salon owner knows your numbers, you already know how it benefits your company, but there's some that they're getting mixed signals. Let's talk about, I would love for you to take the reins and talk about retail. How much retail dollars did antigen 11 do last And that set you back, right? No, I'm so walk us through with retail and why it benefits a company.[00:02:00] [00:03:00]
With no hat, Oh, lord. Yeah, I can't do that. do that.[00:04:00] [00:05:00]
So I want to go back cause there was probably some salon owners. You said 20 percent across the board. This is one thing you'll know about the refined network. We're going to do what's best for your company. We in silver salon, we do something a little bit different. We do give up to 20%, probably some salon owners out there or stylists list and be like, Hey, I don't get, In antigen 11, people are moving the needle.
So if you're not like, if you're a stylist right now and you're probably, I don't get that. Am I, are you selling retail? Cause if you're moving the needle, you start selling a couple, few hundred dollars a week in retail, 20 percent as a salon owner, I'm like, yeah, I'll start breaking off. Yeah. And do you have something else to say on that? [00:06:00] [00:07:00] Yeah. You mentioned Lonza Yeah. We love some Lonza. Here's the thing. You got to have support. If retail is frustrating for you, [00:08:00] you have to you have to look at many different things. And one of them is support. And I hear all the time that salon owners and salons are using a brand and they're like, we love the product.
We don't have the support. [00:09:00] [00:10:00] A thousand percent. Another thing that I was thinking about is you were talking about take home products. Because you do a service here. You want to maintain that service. They need to take care. Here's the thing. Everybody has shampoo and conditioner. They have hair on their head. So if they're not buying it here, the now for inconvenient wise, they have to go somewhere else to purchase it.
We do a thing in our salon where we guarantee the color. Up to three weeks, I believe it is, three weeks if you purchase the products we recommend. And I tell the guests when they come in, especially new guests, I say, it's like buying a car that needs premium gas. If you go and put unleaded regular gas in it.
It's not going to run [00:11:00] as efficiently as premium gas. And it all, it clicks with them. They're like, Oh yeah, that makes sense. Now I'm usually not there at checkout, but I want to be like, all right, Sally, remember this is the premium. Don't be going home and putting the regular gas Yes. We have it in our consultation where they understand that.
They need to the products that are recommended and they sign off on all that. So if they do not purchase products in their hair is faded. That's the first thing I'm like, what are you using? That's the first question. And I would say a high percentage of the time they're not using our products.
Now you're like, Evan, do you take care of them? [00:12:00] [00:13:00] You're providing solutions. You are providing. So if you're like we sell [00:14:00] retail, we got to sell retail. No, you're providing solutions. And he goes back to, if you don't believe in the brand and believe we've carried brands before where it's like. Every six weeks is something new coming out, something new coming out.
And I'm just like, is this the same stuff as before? And from what I've heard it is, they just repackage, but it's very frustrating. So find a brand that will give you support. You can reach out to us. Obviously we've already plugged who we use, but we would love to, to have a call with you and help work through that.
A lot of people, they don't have the support. And they don't have the relationship. It's ah, I just don't get along with them. That kind of hurts when it comes to retail. Relationships are everything. So you can believe in the product. If you don't get the support it's really hard.
And we can, that's another podcast, like for distributors and reps and stuff [00:15:00] [00:16:00] you say execute, are you talking about the staff are not equipped or the guests is not [00:17:00] buying? No, you've already lost me.
Do you say humidity? on, dude. I'm from South Carolina. You don't know anything about humidity. I'm kidding. [00:18:00] 300%.[00:19:00]
Yeah, that'd be very strange. Who's got my money? [00:20:00] No, you can't. Two things I wanna end on is, one thing has boosted our retail this year we're having a phenomenal year in retail, is we started targeting the people [00:21:00] that have been to our salon, or haven't been to our salon in a while with sponsored like ads. Of our sales through retail and I would think that's not gonna work like we've done post on I'm, not talking about like post i'm talking about sponsored ads.
You're going scrolling through instagram and it's Oh, this shampoo and conditioner is 20 off at silver salon. The person that's getting that actually comes to our salon So now there we're planting a seed before they even come into the salon Then when they come into the salon, then we tell them about the cells And then the stylist Is telling them and then the front debt and now it's a whole path instead of you never talk about retail and at the end You're like boom.
Boom. Boom. Boom. Boom. This is what I use and then they don't buy it and you're like I told them It's just no you just Blasted them right there at the end The last story we'll end on is one of our staff She came in and the only thing was holding her back was retail and making Like [00:22:00] getting a promotion in the company.
And I said, how do you feel? How do you, cause we can't control whether they buy or not. If we do, it's illegal. It's I'll let go of your arm if you buy this So I said, what's the only thing that we can control? She said, if we recommend or not, I was like, yep, if we recommend it or not.
I said, what if your goal for next month, you just record recommend a hundred percent of the time to a six year old kid that comes in, you're going to recommend something. And now I'll pause. That was a little extreme, but we do authentic offerings. Like you said, if you don't think they, they need it, then don't recommend but not just walk over and say, Hey, this is a shampoo.
This is the conditioner. And this is the styler I used on you today. If you need anything, let me know, actually pull it off the shelf. Put it at the front desk and then front desk need to be trained on which products do you want to start with today? Not do you want to buy retail? This is a whole other [00:23:00] podcast, but did you know the comfort for people is to say no, I'll walk into places like, say, I walked into the salon.
You're like, do you want anything to drink? You had, you did this yesterday. Okay. You did this yesterday. You're like, Hey, you want a water? I said, no, I'm good. And I thought, Hey, I just flew in. I'm dehydrated. Yes. I want a water. And I didn't get one, but you brought me one later. But my, our reaction is to say no.
So don't ask questions where people are going to say no. Say, which products would you like to start with [00:24:00] If I showed you a picture of a car, because you're a car guy, are you more likely to buy that car? Or if I actually get you to sit in it and bring it to [00:25:00] you, right? So the stylist that She's I'm going to recommend a hundred percent the next month. Guess which goal she hit her retail goal.
Yeah. And I'm looking at her, I'm being sarcastic. I'm like, Oh, I don't know what the difference was, but it freaking works. It works. But we get in this fear mindset of Oh, they're not going to buy. They're not going to buy. Listen, people spend their money on some dumb stuff. Our stuff is not dumb. It's good stuff.
People spend money on dumb stuff. So we can't go around. If I went around judging what people spent money on we, I heard somebody spent so much money on a purse or something. think it was a purse. I was like what that's just to me. I'm just like that is just so dumb I was like, I'm gonna stand outside the store and whoever like possibly will be like, what are you doing?
Like why but you know what? That's [00:26:00] if they had the money and that's bringing them value a thousand percent There's some people are not gonna buy the products in our company. They're gonna see as expensive and whatnot That's totally wrong Totally fine. We just got to create, keep creating that value.
And guess what? That person is probably not our ideal to end on that. Christopher, thanks always being on the refined network podcast. [00:27:00] I love having a partner do this instead of me doing it by myself. Yeah, so get that retail out of your salon and. Put up a beautiful picture of some, I'm kidding. Hey, if you need help you can email us at hello at the refined network.
com. That's hello at the refined network. com. Why did I say it twice? Like we're leaving a voicemail or something. You can always rewind it, but Hey, we'll see you next time on the refined network.
