Barbershops across America are in a unique position to capitalize on the growing men’s hair care product market. Barbers help shape men’s style and their advice on all things from the neck up is invaluable. Yet the vast majority of barbershops don’t retail grooming products.
30% – 35% of men purchase grooming products based on their barber’s recommendation. Roughly translated, that means 3 out of every 10 barbershop customers buy products that you [their barber] either recommends or uses during their visit. In my experience, this figure is actually much higher for professional barbers with great client relationships.
So how much ($$$) in product sales are you letting walk out your door?
Let’s do the math. If one client purchases a $15 product recommended by his barber just 6 x a year that’s a little over $90. For barbers with 100 clients (and 30% are influenced by that barber) that figure jumps to $2,700. That’s one product like the Dermagen Skin Revival System and one barber.
Annual retail sales of 1 product driven by 1 barber:
One client purchases a $12 hair product 6 times a year = $90.00
One barber with 100 clients & 30% purchase the same product 6 times a year (30 clients x $90) = $2,700.00
Now, what if we’re talking about a shop with 8 chairs? Multiply by 8 and we’re talking $21,600.00 for just one product.
Annual retail sales of 1 product driven by Barber Shop with 8 barbers:
One barber influences 30 clients that purchase 6 times per year = $2,700.00
8 Barbers in a shop influence 30 clients each who purchase 6x per year = $21,600.00
Why is retailing products critical for your business?
Products keep you top of mind with your client
Clients will think of you every time he applies the product at home. He thinks of where he got if from and who sold it to him –a great reminder of the service he received.
Product keeps him coming back… (Client retention)
Studies show there is over a 90% chance the client will return to the shop where he made the purchase. This will especially be the case if you choose a professional line that is not available over the counter at mass retailers or beauty supply stores. Your client will know he can get the product from you and will come back for it.
Customers respect your opinion as professionals
Customers purchase products from hair professionals because they trust your opinion. Clients trust the product you sell them solves a problem they have (i.e., dry scalp/ flakes, frizzy hair, defining a curl or wave pattern, solving bumping, etc…) so get into the habit of retailing and recommending product you know will work.