On main-stage at IBS, to a thousand-strong audience, Nick Arrojo expressed the importance of retail success for all stylists. As he said, “If you’re recommending and selling and showing how to use product to clients, it’s means your building a relationship and trust, and the client, as the statistics show, is twice as likely to return to you”.
It brought much head nodding and recognition, yet, in the crowd, were 18 student stylists who already knew the riches of retail.
Before IBS, as their preparations were being made for main-stage, classroom, and booth presentations at the show, energy and excitement swept through the staff at ARROJO. Word got round to the cosmetology students and they wanted to go. But tickets were scarce and only readily available to already-licensed stylists.
Time for a moral-boosting lesson in retail. Every student was promised a free ticket, so long as they sold four ARROJO products to their student salon clients in the week leading up to the IBS exhibition.
A pre-promo pep talk by Nick Arrojo got everyone fired up; then they went out and did it.
They talked and cajoled, and learned the merit of client communication. First-hand experience taught the students that selling product is tantamount to giving hairstyling education to the person in your chair: Select what products are each client’s personal best fit; show that those products work; teach how to use them most effectively; and the client will have newfound confidence and trust in your ability and integrity as a professional.
Now our students cherish the chance to sell product, because they know that, while they do, salon success––and main-stage––will never be far away. –– AC