Chapter 9 Merchandising in Your Salon and Spa
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Merchandising Definitions
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What is merchandising? total of activities related to selling goods, services, and
retail items.
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What are gross sales? the total amount of money taken in by the salon and spa
during the year
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What is net Profit? Difference between the cost of goods and services and their
selling price.
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What is real profit? The amount of money left after all bills have been paid.
What are the three main processes involved in merchandising?
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Getting customers in the salon
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Giving customers what they want
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selling and servicing customers needs
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What are the three most common reasons that a customer comes into a salon and spa?
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the location
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the appearance
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the marketing
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What six questions should you ask yourself if you are creating a merchandising plan?
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what type of customers are you looking for
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what type of customer currently comes into the salon and spa?
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What types of businesses are near your salon and spa? what is their traffic pattern
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Can you in tie with your marketing program for the benefit of the
salon?_______________________________________________________________
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Do you wish to change the type of customers you already
have?________________________________________________________________
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Should you consider changing your
location?_____________________________________________________________
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What three elements are needed for windows to be salon and spa business-builders?
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clean windows
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attractive displays
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waiting area well-lit and
open_________________________________________________________________
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What two promotions can you use to attract new clients to your salon and spa?
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Discount prices through services
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offered to the new clients on their visit to the salon a free retail gift with the first
hair or spa service
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Staff Meetings
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How often should staff meetings be held? __________________________________
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What are some potential staff meeting topics?
1.
2.
3.
4.
5.
6.
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How can training through electronic media be used in your salon and spa?
a.______________________________________________________________________
b.______________________________________________________________________
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What two things do you need to know before you begin a school demonstration?
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What can you do to increase your visibility on the Internet?
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Word of Mouth
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What can you do to thank a client who sent you a referral?
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What is a “bring-a-friend” promotion?
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What other ideas have you thought of to generate business for your salon and spa?
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When a client arrives at your salon and spa, what two things should always happen?
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What is the main objective of a client’s first visit to the salon and spa?
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Questions
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What six questions should be asked of every client? List each question and the
reason you would ask it.
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Question:
Reason:
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Reason:
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Reason:
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Reason:
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Reason:
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Reason:
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How can this information be used in future visits?
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If a technician or a front desk associate invites a client to rebook and the client
declines, how should the technician or front desk associate respond?
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If the technician does not hear from the client in a month, what should he or she
do?
Selling/Serving
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What is the difference between being “sold” and being “served”.
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What can you do to help your technicians focus more attention on selling retail
products?
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What can a front desk associate do to increase the gross income of a salon and spa?
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Topic 2
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Into what two classes do retail items fall?
a.
b.
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How do salon and spa managers determine the amount of retail product to order?
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What four points should you keep in mind when selecting retail lines?
a.
b.
c.
d.
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Retail Items
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What should you ask yourself before choosing which retail items to sell in your salon
and spa?
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How will a retail product price be determined?
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When designing a yearly promotion program, what should you do?
Topic 3
a.
b.
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Other than money, what may motivate your staff to support a rewards program?
a.
b.
c.
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The text outlined a full year’s worth of promotions. Review each month and answer
the following questions.
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What are the differences among January’s, February’s, and March’s rewards?
Consider how they may motivate technicians.
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April’s plan has a detailed set of rules. What can you do to help clients get
excited about the game and understand how to play?
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Describe the reward for May’s plan. How would it motivate technicians?
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Review the plan for the August promotion.
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How can a client enter to win the August promotion?
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What is the reward for the technician?
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How would you determine the specific staff reward for October?
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Review the plan for the November promotion.
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Topic 4
What would you need to prepare before June 1 to get ready for the Father’s Day
plan?
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What will technicians start to do with every client if they are interested in
winning the contest?
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How will this help their business?
What specialty items do you want to stock for December?
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What makes a card or telephone call from a technician a more effective selling
technique than an advertisement in the newspaper?
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If you carry specialty items, remember:
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Clothing and/or jewelry should be sold ________________________ because
______________________.
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Fine jewelry should be _____________________________ because
_________________________________________.
What four rules should always be remembered when merchandising in a salon and spa?
a.
b.
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