When Jack and Ross Williams-Hirst opened their co-working space, Williams & Hirst, in the heart of Soho, their goal was to create a space that support and celebrates this new era of the independent hairdresser that we find ourselves in.
In an exclusive series for Pro Hair, Jack and Ross share their experiences as skilful solo stylists and business entrepreneurs. This month, they discuss retailing as an independent.
At Williams & Hirst, we know that retailing isn’t just about selling products – it’s about enhancing your clients’ experience while creating an additional revenue stream for yourself. As an independent stylist, retail and upselling services are brilliant ways to add value, set yourself apart and grow your income. Here’s how you can make the most of retail opportunities in your business:
- Believe in What You Sell
The key to successful retailing is authenticity. Clients trust you as their stylist, and they’re much more likely to buy a product if they see how well it works during their appointment. If there’s a product you genuinely love and use all the time, make it available to your clients. When they experience the instant results for themselves, it’s an easy sell! Plus, it doesn’t feel ‘salesy’ because you’re recommending something you truly believe in.
- The Power of Add-On Treatments
One of the easiest ways to boost your revenue is by offering add-on treatments, especially those that complement your main services. Bonding treatments, for example, are a fantastic option to add to colour appointments. They’re quick, effective and offer visible results that your clients will appreciate immediately.Not only do add-on treatments enhance the client’s experience and results, but they also naturally lead into conversations about aftercare. This is where retailing becomes seamless; once you’ve shown the value of a bonding treatment, discussing the at-home products that will maintain the results feels like a natural next step.
- The Numbers Speak for Themselves
Let’s talk about the earning potential. If you sold just four treatments a week at £20 each, you’d be adding £3,840 to your annual revenue. Now imagine selling four treatments a day – that’s an impressive £15,360 extra a year! Add to that the sales of retail products like shampoos, conditioners or styling aids, and the potential for growth is even greater.
- Make Retail Part of the Conversation
One of the best ways to incorporate retail into your services is to make it part of the conversation throughout the appointment. When you’re using a product, explain why you chose it and how it benefits your client’s hair. Offer personalised recommendations tailored to their specific needs – clients love knowing that the products you’re suggesting are picked just for them. For example, if a client is having a bonding treatment, you can talk about the aftercare products that will keep their hair strong and shiny between appointments. This approach not only helps with retail, but also strengthens your reputation as an expert who genuinely cares about their clients’ results.
Set Yourself Apart
Offering a range of products and services that you’re passionate about can also be a point of difference for your brand. It shows that you’re forward thinking, up to date with the latest innovations and committed to delivering the best for your clients. At Williams & Hirst, we love seeing our stylists thrive by integrating retail and add-on treatments into their businesses. Clients leave with fabulous hair and the tools to keep it looking that way, while you enjoy the extra revenue and a stronger connection with your clients. It’s a win-win!
