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Motivating Staff to Sell Retail

“Stylists are not salespeople!”  The timeless statement that everyone in our business has either heard, muttered to others and, in many cases, come to accept.  

So what’s the real difference between a sales professional and a hair stylist? The reality is there is a little salesperson in each of us. Finding yours comes down to developing a style of selling that suits your personality, putting the right tools and processes in to place and staying disciplined. Here’s how to do it:

  • Knowledge is power: it’s crucial that you use your product companies to your advantage as much as possible for continued education.  Involve their representatives in staff meetings, and use them to help your staff speak intelligently about the products.  You will be surprised how much more your stylists are talking about products when they have built a relationship with the product representative and feel confident in what they are promoting.

  • The emotional win: Competitiveness is in our nature, and nobody likes coming in last place on anything. However, there are different ways to use this as motivation.  We can all agree that everyone is motivated by money, but we can’t ignore that to some, public recognition of their work is much more rewarding. Try creating as much of a buzz as possible in your business with your retail competitions. Put more creative juices into how you publicly recognize the winner, rather than how you pay them.

  • Sale today, client forever: Industry statistics show that a client that leaves with a product is three times more likely to return than someone who doesn’t.  Help your staff understand the equitable value and the potential results that retail clients have. Repeat business and successful relationships lead to more referrals and more visits.  As their confidence and communication skills develop, this process will gain more momentum.

  • Support with technology: Tools like loyalty clubs and email marketing not only support your retail strategy behind the scenes, but they also provide a handy icebreaker for your stylists during the sales process. For example, asking a client if they recieved a promotional email is a great way to naturally bring your latest campaign into the conversation. Likewise, if your stylist is struggling to make a sale, mentioning the number of points a client could earn in your loyalty club is a powerful closer that comes across as helpful, rather than pushy. 

Ultimately, you want to create an environment that makes each stylist know that they are helping their clients, rather than nickel and diming them.  Stay disciplined to educating your team, and empower them with the right techy tools, and you’ll likely abolish those  tension-filled ‘sales’ conversations.  You may also find yourself making retail orders much more frequently. 

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Watch this webinar video to learn proven strategies and best practices for boosting your retail revenue.

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We interviewed clients about why they cheated on their last hairdresser. What they said might surprise you!


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