Retail Isn’t Dead – It’s About Changing How We See It
I hear a lot of hairdressers saying, “Retail is dead,” and I get it. It can feel frustrating when you show a client a product and they take a picture to try and buy it cheaper elsewhere. Many hairdressers tell me they are not good at selling, so they don’t try. But here is my take on it. Retail is not dead at all. In fact, I don’t believe we should be selling to our clients, we should be recommending.
It’s Not Selling, It’s Educating
Let’s say you have just finished a beautiful colour and cut for a client. It looks amazing, but what happens when they wash their hair for the first time with an unprofessional shampoo full of sulphates? How can they be expected to know the difference between that and a professional product? As far as they are concerned, shampoo is shampoo, it’s something to clean their hair. One is just cheaper than the other, right?!
This is where education comes in. Clients aren’t looking for a hard sell, but they are looking for guidance. They want to understand how to maintain their colour, why their hair feels dry, or why their styling products are not working. When you explain the difference between what they have been using and what will actually work for their hair, they are far more likely to listen.
I have always found that when I take the time to educate my clients, explaining why their current routine is not working and showing them a solution, they trust me enough to take my recommendations. They want to maintain that beautiful colour. They want their hair to feel as good as it does after their appointment. I don’t feel like I am selling. I am simply giving them the tools to get the results they want. And nine times out of ten, they will buy from me because they value my expertise.
The Right Advice is Priceless
I think about this a lot when it comes to my own experiences. As I have got older, my skin has changed, and suddenly I need different products. I have spent hours searching online, not because I am trying to find a bargain, but because I am trying to find something that actually works for me. There are so many options that I don’t even know where to start. I can’t imagine how overwhelming it would be to walk into a shop and be confronted with hundreds of products without knowing what would actually suit my skin.
Honestly, I would love nothing more than to sit down with a professional, someone who understands my skin and my concerns, and have them guide me to the right products. Not only would I want their recommendations, but I would happily buy from them because I know they have taken the time to understand what I need. In fact, I would even pay for that kind of personalised advice.
That is exactly what we offer our clients when it comes to hair care. We are not just selling them a product. We are giving them a solution that saves them time, frustration, and money wasted on the wrong products.
Why Buy From a Hairdresser Instead of Online?
One of the most common objections I hear is, “But clients can just buy it online.” And sure, they can. But are they getting the same experience?
I always have an honest conversation with my clients about this. Yes, they might find it cheaper online, but is it genuine? Is it out-of-date stock? If someone is selling a product at a significantly lower price, there is usually a reason behind it. Do they really want to take that risk?
More importantly, when clients buy from a trusted professional, they are not just getting the product, they are getting tailored advice. They know I care about their hair, and they trust me to recommend the right products for their specific needs. That is something they will not get from an online store.
Aligning With the Right Brands
I also believe that retail works best when you align yourself with brands you genuinely believe in. One of the reasons I work so closely with Wonderful Brands is because they support hairstylists rather than undercutting them. Their products are exclusive to hairdressers except for their official online shop, and they don’t offer exclusive online discounts that aren’t available to you and make it harder for us to compete.
That means when my clients buy from me, they are not missing out on a deal elsewhere, they are just missing out on my advice. And I know my clients value that enough to ask me before switching to a new range.
Some brands, like Eleven Australia, even offer affiliate codes, which is a great way to provide clients with easy access to the products they need through a link and receive commission, especially if you don’t want to carry a lot of stock as a freelancer or mobile stylist.
Retail Is About Relationships, Not Sales
At the end of the day, retail is not about pushing products. It is about helping clients get the best results. When you shift your mindset from selling to educating, you build trust. And when clients trust you, they will keep coming back, not just for their hair appointments, but for the products they know will help them maintain their hair at home.
Retail is not dead. It just needs to be done differently.
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