There's a right way and a wrong way to give away sampling packettes. ColorProof's Regional Sales Manager Josh Higgins helps us by offering five strategies for giving away samples.
By Erin Gignac
Sampling packettes are a great weapon if they’re used correctly, said Josh Higgins, Regional Sales Manager for ColorProof
No, he’s not talking about literally flinging the packettes across the store to customers who can’t describe what kind of haircut they want (although we wouldn’t put that past him). He’s talking about using sampling packettes correctly to introduce clients to new products.
“You almost use those like a coupon in the salon,” Higgins said.
ColorProof’s Baobab Heal & Repair Shampoo and Conditioner Packettes
are a way to gain traction for new business in the salon. They can be used as an incentive to purchase a certain product or service and as a way to introduce clients to a new piece of merchandise.
• When stylists gift a sample to a client, they can ask them to bring back the empty packette to receive $3 or $4 off their next service.
• Award any clients who pre-book their next color appointment with a sample of color safe shampoo.
• Tape the samples to styling products—hairspray, mousse, shine and surf spray—that are top sellers in the salon.
• Fast moving items are great vehicles to drive samples into sales.
• Popular services like balayage and ombre are great opportunities for samples. Present the client with a packette after their color appointment and talk with them about after care.
No brand has a true customer discovery guide figured out—a list that shows the customer what products the stylists used on their hair and what they recommend for the future, he said.
“We’re just kind of in the salon doing the color and giving shampoo and blowout and sending on their way.”
Samples are a great discovery tool for customers in the meantime. Instead of customers meandering to the drug store to create the “box of broken dreams” as Higgins calls it, educate them throughout the appointment, provide samples as an after care product and follow up on how they liked the sample.
Another way to encourage clients to use new products is the “Trade In Trade Up” program. This is where customers can bring in a lightly used product from their “box of broken dreams” and trade it in for a free travel size product. In turn, you can donate the gently used items to the local homeless shelter.
If you explain the value of the product, the customer will think it’s worthwhile. Just remember that whatever you do, don’t use the packettes as a literal weapon.
Erin Gignac covers stories for Premier Beauty. Follow her on Twitter or view more of her work here.