Does Exactly What It Says On The Tin...Retailing To Men
Does Exactly What It Says On The Tin
A few years back there was a TV advertisement for a brand of wood stain. The strap line was simple and effective. “It does exactly what it says on the tin." The one thing I loved about the strap line it was straight to the point - No jargon. If the product says it is a wood stain, guess what folks it stains wood. It's that simple. Could this simplistic approach be adopted for retailing to male clients?
The ranges of Male Grooming products have grown significantly over the last 20 years. From consumer grooming ranges such as the ones found in Boots or Superdrug’s through to professional rangers sold exclusively through salons and barbershops. The choice for men has never been so great. The marketplace for men’s grooming products has become even more competitive. In fact, the shelves groan under the weight of so many different grooming ranges all vying for that spot of being the number one men’s grooming range. In hope to gain a massive slice of the men’s grooming, fragrance and toiletries market that is worth approximately £920 million (according to the research company Key).
But, are the products flying off the shelves? How easy is it for a man to make the right choice when there are so many products to choose from? Does he give up the right to make that choice to someone else like his partner? Is there a sense of apathy to his grooming regime that resorts to using his partner products, or not using any products at all? Retailing to men can have its challenges. Men have different buying habits to women and will respond differently to the whole process of being sold to. I would like to explore some ways that we could increase the spend of our clients in salons and barbershops by doing...exactly what it says on the tin...
Allow them to buy into your enthusiasm for the product or service. There is nothing quite as infectious as passion. There has to be genuine passion for what you are doing and selling. The transfer of your enthusiasm and belief in the product is essential for the client to walk out the door believing that he has made the correct purchasing decision. Plus, what the statistics show is that if a man purges the product that they had with them they are more likely to stay with that particular new product which means they’re more like to stay with you and who made the recommendation.
Read their body language. This is a great indication of whether you are connecting with the person you are trying to sell to. Making then feel comfortable is very important. If you're introducing a client to a new grooming range sell them one item in that range first. Tell them that you value their opinion on it. Over a period of time build on the relationship with that product with them buying more products from the range. Research has shown that men are likely to stick with the product they are happy with and are unlikely to product hop. Men are incredibly loyal to brands they like. Women on the other hand are more likely to buy on the promise of results and will continue to search for products that give them the results they are looking for.
Know Your Stuff... the homework
To the client you are seen as the expert. Your knowledge and expertise in the art of cutting and styling is what there are paying for. Share the knowledge and the routine then recommend the products that support the grooming routine. It is vital to be knowledgeable about the product.
Make it crystal clear to the client what are the key benefits of the product. Always answers the question how will the product benefit the client?
Ensure that the product has been adequately explained
One thing I've learnt of my years of working in the male grooming industry is that I never assume a client knows how to use the product I've recommended. I'm sure you’ve always heard clients say "I can never get it looking as good as you". Well they should! With the right products and explanations. Always break down the method of how to use a chosen product either on the face or on the hair.
No More Metrosexual
Fact: The modern man shares the overwhelming acceptable knowledge that men can and should take care of themselves. He’s not some strange beast that has all of a sudden found that he use products to make him look and smell good. So metrosexual he’s not - he’s just a man. If we as professionals take the time to educate our clients, the growth of the industry can only get better, adding to the predicted growth of the male grooming market which is set to break through the
1 billion barrier by the end of 2015.
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