OTC Beauty Magazine

AGAINST THE
GRAIN
by Dwayne Thompson

Community Connections

They say charity starts at home; well sometimes it starts in the home office as well. Businesses all over the country are affected by the poor economic environment we are currently experiencing in this country. There are more families in need of support from our local, state and federal government than ever before. Ironically, our business community is feeling the effects of poor retail sales and low consumer confidence. The silver lining in this dark cloud is that the hair care industry has remained virtually untouched even by the lack of jobs and poor economic outlook. People are still grooming themselves for job interviews, special events, dating and business meetings. The caveat here is there are opportunities available for small and medium size businesses to get involved with programs that directly affect the local community in which they conduct business.

To make this even more relevant to the beauty supply industry, there must be a local charity that your company can connect with to offer a helping hand to those in dire need of your support. There are back to school programs, homeless shelters, women support groups and elderly programs that can use the influx of products, funding, or sweat equity. Take some time to speak with your local chamber of commerce or city council members to find credible programs or charities to engage. Avoid over the counter solicitation, as many times they may be unregistered charities. Keep up the good work!

CLIPPER
TIPS
by Ivan Zoot

Talking Clippers

Clippers and trimmers represent a very important product category and selling opportunity in your store. Here are my top five tips for talking clippers with customers to build sales.

1. Talk power. Not all clippers are created equal. Know which tools are designed for light, medium or heavy duty use. The right tool for the right customer application is a must for happy clippering.

2. Talk motor type. Related to power, the clipper motor type will determine the use of the tool. Wet or dry hair, ladies hair or classic barbering, all have proper and different clippers.

3. Talk blades and guards. Snap on guards are popular with many clipper cutters. Detachable blades are a must on higher powered tools. Know what is included in popular models and which are extra cost add-ons. Stock them all to capture these sales.

4. Talk clipper care. Know the basics of clipper care and talk these up with all clipper buyers. This will lead to the sale of the maintenance items as well as better customer satisfaction with their purchases.

5. Talk related items. When you make the clipper sale, keep selling. Your store is filled with other items that go well with clipper cutting. Cutting cloths, hand mirrors and much, much more—the blades and maintenance items above are just the start. The best source for most of the information, knowledge and training in the categories above is right here in your store. It is the clipper packaging. Read the boxes and you and your team can become clipper experts in no time. The experts will close more sales and make more money. Happy clipper selling.

THERAPY
TRENDS
by Elayne McClaine

Think Globally,
Give Locally

Global tragedies, upheavals and unrest have a devastatingly local impact. Your customers may relate in a very personal way to foreign earthquakes, floods, famine or man-made destruction. Job loss, home loss and the threat of even more loss are local tragedies that are universal. Now is the time to be charitable and in-sync with relevant causes. Now is the time to make sure new products, new therapies and novel promotions create a diversion. When the going gets tough, the tough go shopping!

Embracing a cause is good for business. OTC consumers expect acknowledgement of the stress and strain on the neighborhood. Your store can contribute to food banks, clothing drives or disaster relief funds. Or your store can stand in the gap for lost municipal programs or services. Periodically feature cost-savings and value-added promotions that borrow interest from relevant customer concerns. Your store could be the center for updated information on major volunteer or aid organizations. Your effort could be as minimal as placing brochures in with purchases. Or, you can provide a cause-related incentive to boost seasonal promotions. For your “green” consumers, offer environmental remedies like reusable bags or recycling tips. Consumers will be seeking a rationale for spending scarce dollars.

Hard times require a sensitive spirit. Concerns of those who patronize your store should be reflected in your promotional, networking activities or charitable events. Publicize your conscientiousness. Let your customers know that you’re invested in their issues. Contribute time, goods and services toward global and local solutions.

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