Retailing 101: HOW STYLIST TURN PRODUCTS INTO PROFIT
Are you confident when it comes to selling retail in your salon… or do you get uncomfortable just thinking about it? You’re not alone! Retailing is a huge part of what we do as cosmetology professionals. Not only does it allow us to educate our clients on how to properly care for their hair, skin, and nails at home, but it also gives us the opportunity to boost our income.
And let me say this: you do not have to be nervous, scared, or a pushy salesperson to be successful at retail. With the right mindset and a few simple strategies, retailing can feel natural and easy. Let’s talk about it!
Retailing Should Feel Natural
Retailing doesn’t have to be awkward. In fact, it should be a natural part of your service. As professionals, our responsibility doesn’t stop when the client leaves the chair. We care for their hair, skin, and nails in the salon — and we should also educate them on how to maintain those results at home.
When you’re already having conversations about their needs, goals, and concerns, retail recommendations fit right in. It’s not about selling… it’s about serving.
Know Your Products = Build Trust
The first step to confident retailing is being educated on basic product knowledge — shampoos, conditioners, styling products, treatments, skincare, and more. Then, get to know the professional products your salon carries and why they’re different.
When you truly understand what you’re using and selling, you’ll be able to recommend what’s best for each client based on their needs and desires. Clients respect professionals who are knowledgeable and confident.
And here’s a big one: never lie just to make a sale. That breaks trust fast. If you’re unsure how a product will work for someone, be honest. Your integrity is more valuable than any single sale.
Listen First, Then Recommend
Retailing starts with listening. Your client might say:
“My scalp has been really dry and itchy lately.”
“My skin is always so oily.”
“My hair keeps breaking since I started coloring it.”
Those concerns are your cue! This is the perfect opportunity to educate them on products that can help.
Even if they don’t mention a problem, you might notice dryness, breakage, fading color, or weak nails. Gently point it out and explain what you see and how certain products could help improve it.
Also think about maintenance after today’s service:
A color-safe shampoo to keep that fresh color vibrant
A styling wax or cream for that new pixie cut
A cuticle oil or treatment for healthy nails
These are all teachable moments.
Show, Tell, and Educate
Once you’ve identified what your client needs and the right product to recommend:
Tell them what the product is.
Explain why they need it and how it will benefit them.
Demonstrate how to use it.
Use the product during the service whenever possible so they can see and feel the results right there in the salon.
Be sure to cover:
How much to use
How often to use it
Should they emulsify it in their hands first?
Where and how to apply it?
The more they understand, the more confident they’ll feel — in both the product and you.
Basic steps for successful retailing in the salon!
Basic Steps for Successful Retailing
✔ Tell what the product is
✔ Explain why the client needs it / how it will benefit them
✔ Demonstrate how to use it
That’s it. Simple and effective.
After that, you don’t have to be pushy. At the end of the service, just offer them the opportunity to purchase if they haven’t already. They’ll either say yes or no — and that’s okay. No pressure.
When clients feel educated and supported, retail becomes a natural extension of great service — not an uncomfortable sales pitch.
I hope this helps you feel more confident with retailing in your salon! Now go sell some products and boost that income!! 💰💵
Happy Selling!! ✨
💛 Don’t stop here!
Subscribe to our YouTube channel, like our Facebook page, join our Facebook community, and follow us on TikTok for more cosmetology tips, education, and motivation!
