Nobody likes the “used car salesman” approach to sales. It’s an outdated method that makes people feel like they’re being tricked or manipulated, which is definitely not the vibe in a salon.
Plus, your clients don’t care how many bottles of shampoo you sell; they care about what works for them. So, out with the pushy upsells and in with genuine recommendations. Here are four ways to recommend products naturally, with simple phrases you can use so it never feels “salesy.”
A Client-First Retail Check
Out:
- Disingenuous tactics
- Quantity over quality
- Scripted sales pitches
In:
- Fostering trust
- Genuine connection
- Thoughtful recommendations
Tip 1: Build Connections to Establish Trust
Which recommendation would you trust more?
- A manufacturer’s ad that insists their brand new version of a product is the best one ever
- A recommendation from your BFF who uses that product every day
Probably the second one. People are more likely to try something new when the recommendation comes from someone they trust. Sometimes that’s friends and family, in a salon, that’s typically you.
Building trust starts with fostering genuine connections with your clients (which you’re likely already doing!) Simple ways to build and strengthen trust include:
Swipe →
| Technique | Why It Works |
|---|---|
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Ask questions: Ask open-ended questions about their visions, routines, and frustrations to make it feel like a conversation |
Clients feel heard |
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Listen for lifestyle clues: Things like schedules, gym routines, and sensory preferences let you know more about their specific needs |
Clients feel like people, not just a revenue source |
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Use reflective listening: Repeat back what you hear so they know you understand them, and so you both know you’re on the same page |
They set up recommendations as solutions instead of upsells |
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Respect preferences and boundaries: Avoid assumptions about budgets or preferences, give them easy “outs” ways to say no, and don’t push something if they do say no |
They show you’re thinking about them, not just following a script |
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Be honest: Stay transparent and honest about the products you sell or use during a client’s appointment, what they do, and why you’re using them |
Transparency, honesty, and willingness to explain things signal to clients you’re not trying to “trick them” into spending more money |
Tip 2: Explain What You’re Doing During the Service
Narrating the process and your choices builds trust and authority. It also helps remove pressure on the client later.
When you explain why you’re using a certain product or doing something a specific way, you’re not selling, you’re educating. Clients are often more open to buying specific retail products when they understand what they do or how they work.
Examples:
- “This helps protect your color so it fades more slowly”
- “I’m using this to help prevent dryness when heat styling”
- “I chose this because you mentioned the other leave-in felt too heavy”
Tip 3: Treat Retail as Part of the Care Plan, Not a Sales Pitch
Your clients don’t want to be “sold” to; they want to feel seen and supported. If they walk away feeling bullied, they’re less likely to rebook with you.
Instead of approaching retail as just a transaction, frame retail products as an investment in your clients’ long-term beauty regimen. Excellent products, like the ones you use and sell, are what help your clients’ hair color last, their scalp stay moisturized, or just keep them feeling better, longer.
What this may look like in action:
- Give them options, like budget-friendly or mid-tier alternatives to high-end products
- Share information once, clearly and calmly
- Let clients decide without pressure; give them time to think
- Be okay with “not right now” as an answer
- Offer to write down the names of suggested products for the client’s future reference
Examples of low-pressure phrasing:
- “Totally optional, I just want you to know what made the difference today”
- “This is what I like to use to style my own hair when I don’t have a lot of time”
- “If you want to recreate this result at home, this is the one product that helps most”
- “These products work best together, but if you’re only going to use one, use this one”
- “This is what we used today, but you can also use this less expensive version to create a similar effect”
These techniques also help build trust, which leads to more repeat visits, future retail sales, and referrals.
Tip 4: Be Genuine
Being genuine doesn’t mean you need to share everything about yourself. And being friendly or personable doesn’t mean you have to be super talkative or “bubbly.” Not everyone can be Elle Woods from Legally Blonde, but clients do tend to value authenticity and honesty (aka “be yourself!”)
You can also “be genuine” by offering your honest feedback and experience with retail products. Maybe you don’t enjoy using one item, but the other stylists at the hair salon love it. Or maybe you consider some things “nice-to-haves” instead of “need-to-haves.”
The bottom line: your transparency helps clients trust your recommendations when you’re honest about your experiences, preferences, and actual feelings about certain products.
Crucial Considerations When Selling Salon Retail Products
Selling retail products in your salon comes with additional responsibility, including the need for proper salon insurance coverage.
Beauty and Bodywork Insurance (BBI) policies include products-completed operations coverage. This coverage is different from product liability insurance because it’s designed for injuries caused by products you use during your service, not for products you sell or distribute.
Note: BBI’s cosmetologist liability insurance policies and salon and spa policies do not cover products you sell. For full retail sales coverage, check out Insurance Canopy for product liability insurance.
Best practices for selling retail products:
- Get Product Liability Insurance: Product liability coverage is designed to protect your business financially if a product you sell causes injury (especially if you white label products or make and sell your own products).
- Don’t make guarantees or promise specific results: Set realistic expectations and stick to describing what a product is designed to do.
- Be aware of sensitivities and allergies: If your client has known allergies, provide alternative options that don’t include those allergens. If you don’t know their allergy status, ask before providing any services.
- Stay within your scope of practice: Unless you’re a medical provider qualified to do so, don’t diagnose anything; encourage them to consult a medical professional.
- Be proactive: Share relevant information about ingredients in the products you use or recommend, and remind clients to stop using a product if they experience irritation.
Common Questions About How to Sell Retail Products in Salons
Do I Need Special Insurance if I Sell Retail Products in My Salon?
Yes! BBI’s individual and spa and salon insurance policies include coverage for products you use during your services. They do not include coverage for products you sell; you need product liability insurance to cover retail products you sell.
For full retail sales coverage, check out Insurance Canopy for product liability insurance. Even if you don’t manufacture the products yourself, you could still be held responsible for any harm they cause.
Keep in mind: Product manufacturers usually have insurance that applies to their products. It’s crucial to use a reputable brand and supplier to ensure your products are original and not counterfeit.
How Can I Track and Improve My Salon’s Retail Sales Over Time?
Start with simple metrics you can compare on a weekly, monthly, or quarterly basis. For example:
- Percentage of tickets with retail sales
- The average retail amount per visit
- What products were sold the most
What Kind of Salons Does BBI Cover?
BBI covers a variety of beauty and bodywork salons that have 1-10 stations, including (but not limited to):
- Hair salons
- Blowout bars
- Beauty salons
- Nail salons
- Spray tanning salons
