The Shelf Beside the Chair
Who this book is for
Chủ tiệm và quản lý salon tóc, nail, spa, chăm sóc da ở Việt Nam; quy mô từ hai ghế tới ba cơ sở; phần lớn chủ tiệm vẫn đứng ghế làm nghề mỗi ngày.
Sound familiar?
- The retail shelf is fully stocked and sells almost nothing month after month.
- Technicians avoid recommending products, afraid of looking like they're upselling.
- Stock is bought on the distributor's advice, not on what clients actually use.
- Products sit past their date in the cabinet with nobody counting.
After reading, you can
Help an owner sell retail as a continuation of the service, not as a pitch.
Each chapter answers one question
Chapter 1: Whose shelf is it, mine or the distributor's?
On what basis were the five products on my shelf chosen?
A shelf arranged on the distributor's advice serves the distributor.
Chapter 2: Are clients buying a product, or more weeks of results?
Which product keeps the result of the service I just performed?
The product that sells is the one that preserves the result the client just paid for.
Chapter 3: Where does advice end and a sales pitch begin?
Where does my stylists' product suggestion start from?
A suggestion that starts from a need is advice; one that starts from a quota is a sales pitch.
Chapter 4: Are my retail targets quietly selling off client trust?
What is my sales target actually measuring?
A badly set sales target damages client trust, and that trust is worth more than the shelf.
Chapter 5: Is a full stockroom wealth, or money going stale?
How many weeks of sales should I keep in stock?
Stock in the cupboard is money spent and not yet sold, and part of it will expire.