REAPING THE BENEFITS

We spoke to barbers who believe in the power of retail about the dos and don’ts of selling products in your barbershop and how this can help your business go from strength to strength

For many barbers the prospect of retailing in your shop can be daunting, especially for those who don’t consider themselves a natural salesperson. There is also a misconception that some clients don’t want to spend money on themselves, however understanding their needs can lead to great retail opportunities for both your business and your customer.

Johnboy O’Sullivan, from Loud Fade Barbers, explains: “Customers who follow proper hair care routines using the correct products end up with better hair. It is every barber’s priority to create the best hair, and this is so much easier when you have your clients on board.” When your clients have better hair, this can benefit your business, something Chris Brownless, owner of North West Barber Co. and Ambassador for Uppercut Deluxe, agrees with telling us, “They’re a walking billboard for your service so they need to look sharp when they style it themselves.”

Miguel Gutierrez aka Nomad Barber, STMNT Grooming Co-Creator, explains that retailing can also help fill the gap of limited services. “As barbers we can’t upsell services like hair treatments or colouring like you can in a salon, therefore retail sales help to supplement income to the shop,” he says. “They also help boost income for self-employed barbers who manage their own income.”

So, what’s the first step to introducing retail opportunities in your barbershop? It is important to research brands, their products and the education and support they offer, as being able to understand the products you are retailing is key. “A common mistake barbers make is that they don’t use the products they are trying to sell, they don’t tailor the haircuts to the products they’re selling, and they don’t offer alternatives for different hair types,” says Chris Vassiliou, of Chris & Sons.

“Presuming the products will sell themselves is the main downfall in barbershop retail. Providing proper staff training, so they’re educated and passionate about the products they use, is always the first step. If you miss this, it makes everything that follows a lot more difficult. Also remember that the main time for selling products is while the customer is in the chair not at the till,” advises Chris Brownless. Alan Beak, Denman Ambassador agrees that confidence also plays a huge role in the retail experience, suggesting: “Some barbershops might struggle with retail sales because they don’t have the confidence to embed retails sales into the customer conversation.”

WHAT SHOULD YOU CONSIDER WHEN SELECTING A PRODUCT RANGE?

“You need to really understand your clientele and the products they’ll need for at-home styling. If you’re in a city centre the majority of customers may work in office based roles, and will therefore have different needs to customers at a small-town location who will expect different results from the products they buy,” explains Ollie Foster, OSMO Ambassador and co-owner of Number 47 Barbers.

Johnboy adds that stocking a brand you would be proud to use yourself is important for effective retail, “If you wouldn’t be shouting about it to your friends, then you don’t have the belief in a product to sell it,” he advises.

Finally, the positioning and presentation of your product will only serve to enhance your selling opportunities. “You need to consider space. Great retail displays – well lit, clean and with products clearly priced – are an absolute must, so look for brands that want to support you with retail stands and marketing material,” advises Mike Taylor, Denman Ambassador. “If you have strong branding and a clear barbershop identity, I would recommend creating your own products – however, I would spend plenty of time doing your homework and finding the correct company to work with,” says Oliver Watermann from Watermann and Webb.

TOP TIP

“I never count retail sales in my forecast because it’s so up and down. I like to treat it as a nice supplement to the income of the shop and it also helps you improve your relationship with your clients by offering them the advice they need. Of course, it can help, but it’s not going to change your barbershop overnight.”

MIGUEL GUTIERREZ AKA NOMAD BARBER