TIP OF THE WEEK # 13
By Vicki Peters

PROFESSIONAL PRODUCTS THAT ARE BEING SOLD IN STORES

This weeks' tip of the week is addressing some recent conversations on the
mailing list concerning some professional products found on the shelves of
CVS Stores and other retail store chains such as Costco and cosmetic stores
like Savon, etc.

I know we have been told to purchase from Professional only distributors
until we are blue in the face and now these professional lines such as OPI
and CNDS and other companies are selling their products in Sally's as well as
Ulta II and CVS and other stores nation wide. Frustrating but it is a dilemma
we are going to have to deal with because the industry is changing and like
it or not it is all about the bottom line for these companies to survive in
business.

However you all have a choice. If you do not like finding your favorite
polish on the shelves of the retail stores and cannot compete with the price
they sell it at in order to sell you your clients, then don't. Purchase a
product that is not retail or private label your own products. Retail other
items such as bath gels, soaps, haircare and skincare products and lotions
that will make your more money than the polish will. I know you cannot sell
a bottle of polish as cheap as the store can so don't sell it. Or buy in
bulk like they do and get the price down. The rule is to purchase a product
and mark it up 50%. If you can compete with out marking it up so high then do
it. Your retail is a service you're supplying the customer with for
convience. Make your money in volume not piece by piece.

You all need to understand four things here.
1. The reason these companies feel the need to put their products in retail
stores is because as an industry we have no strength in retail sales because
most of us are not serious about retail. Retail should provide you 30% of
your salon revenue if you're going to be serious about it.
2. What are they selling in the stores? Polish, lotions and home care
products? They are not selling liquid and powders are they? When you see
that a professional company's product
displayed look to see that they are only selling retail items. And if
you think about it they
are driving the customer in to the salon for services using those
products. So look at the big
picture - don't just panic because you saw Solar Oil in CVS.
3. The third thing you need to understand is manicuring is about the service
we perform the pampering and finished quality and the social or relaxing
environment we provide. You can not buy our service skills in a bottle of
cuticle oil found on the store shelves. We provide the customer with much
more and that is why they come to us.
4. Build a relationship with your distributor that is solid. Your
distributor is committed to helping you grow your business, which in turn
will grow theirs. They are an untapped resource and can help you deal with
the issue of the most popular polish is being sold in CVS stores and the
like. Call and make an appointment with your sales consultant and go to
lunch with him away from the salon so you can focus on your needs away from
the client and discuss how you can better your retail sales with their help
and guidance.

Vicki Peters

DISCLAIMER
Any products mentioned in the "Tip Of The Week by Vicki Peters" is not an
endorsement of any kind.

The Peters Perspective
"When you stop learning your career ends and your job begins"

Visit my new web site: vickipeters.com