Sell more with less

Optimize your product selection

Optimization is about more than just reducing the number of products. It's about choosing the best and most effective products for your customers. Many people think a wider product selection is the way to success, but you've probably been in a store yourself with 7 different face creams that actually do the same thing. The phrase "more is more" was coined by salespeople who don't know how to solve problems and just want to shove products down your throat. I'd run screaming in the opposite direction!

By removing unnecessary retail products, you make it easier for your customers to choose. Choose your top performers and consider removing products that don't add significant value for your customers or revenue to your business. Try to make sure every product in your range serves a clear purpose and meets your customers' needs, without too much overlap in features.

Simplify your sales area

Now that you've selected your customers' favorite products, it's time to think about how to display them. We recommend sales shelves or wall shelving for displaying a few of each product and, if possible, keeping stock at your reception desk, in cupboards, or in the back room.

Save money? Yes!

By following the two points above, you'll save money both now and in the long run. You'll save money right away because you won't need as many shelves. Simple as that. You'll save money over time because you won't have to keep buying so many different products. Many suppliers will also give you a better price when you buy larger quantities of fewer products, because they can ship them in larger boxes.

Focus on value. Not features.

When you interact with customers, it's important to shift the focus from a product's features to the value it adds to their lives. Don't just explain that a shampoo contains natural ingredients; explain what that means and how it makes their life better. Does the customer have a problem? Find the product that solves it.

A good example

A hair wax might say "extreme hold" on the label. That doesn't mean much to a customer who hasn't tried it before. Try putting yourself in their shoes. They may have cycled to your salon and now need to cycle on to work. Explain that the wax is perfect if they don't want to fuss with their hair, but still want to be able to fix it after wearing a bike helmet. That way, the customer can see the benefit of buying a wax that lets them quickly fix their hair after cycling.

Note that the customer here doesn't care about "extreme hold". They buy wax because it makes life easier.

Final thoughts

By simplifying your sales area, optimizing your selection, and focusing on value when you talk to customers, you can not only make your products more appealing and increase sales, but also improve the experience for everyone. Give it a try - it really works :)