g18 promote additional products or services to clients · 1.3. how the use of additional products...

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® Level 3 Hairdressing G18 Promote additional products or services to clients

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Page 1: G18 Promote additional products or services to clients · 1.3. How the use of additional products services will benefit the salon Explain to clients that there is a great deal of

®

Level 3Hairdressing

G18Promote additionalproducts or services

to clients

Page 2: G18 Promote additional products or services to clients · 1.3. How the use of additional products services will benefit the salon Explain to clients that there is a great deal of
Page 3: G18 Promote additional products or services to clients · 1.3. How the use of additional products services will benefit the salon Explain to clients that there is a great deal of

The Learning Support Unit you have recently purchased makes reference to Key/Core Skill Opportunities. From September 2010 Functional/Essential Skills will be introduced and Key/Core Skills will be phased out.

Where reference is made to Key/Core Skill Opportunities, please be advised that the same opportunities will follow on for Functional/Essential Skills.

Trainer Guidance Notes

© Copyright Habia 2010 - All rights reserved.

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© Copyright Habia 2009 - All rights reserved. Page 1 - Unit G18

G18Promote additional services or products to clients

What this unit is about

Services or products are continually changing in salons to keep up with clients’ expectations.

By offering new or improved services and products, a salon can increase client satisfaction. Many salons must promote these to be able to survive in a competitive world. However, it is equally important for salons that are not in competitive environments to encourage their clients to try new services or products.

In order to achieve this unit, the learner needs to know how to keep pace with new developments and how to encourage clients to take an interest in them. Learners can use this knowledge to make recommendations to meet the needs and expectations of their clients.

What the learner must know

To perform this unit successfully the learner needs to know and understand:

1. Salon requirements

2. Service and product promotion

The number of hours required teaching the content

To cover the requirements it is recommended that the knowledge and understanding for the whole unit be taught over a period of 2-3 hours. Those with special learning requirements may need extra time and/or support.

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Page 2 - Unit G18 - Session 1. © Copyright Habia 2009 - All rights reserved.

Session 1 G18

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© Copyright Habia 2009 - All rights reserved. Page 3 - Unit G18 - Session 1.

Session 1 G18Salon Service and Product Promotion Requirements

Trainer requirements to teach this session

For this session you will need the following:

• Activity G18.1.1• Activity G18.1.2• Activity G18.1.2 (Answer guide)• Handout G18.1.4• Research G18.1• Learner check for Session 1

Trainer Notes

The session will cover:

1.1 Theproceduresandsystemsforencouragingtheuseofadditionalservicesorproducts

1.2. Howtheuseofadditionalproductsand serviceswillbenefittheclient

1.3. Howtheuseofadditionalservicesand productswillbenefitthesalon

1.4. Themainfactorsthatinfluenceclientstousetheproductsandservicesofthesalon

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Session 1 G18

Page 4 - Unit G18 - Session 1. © Copyright Habia 2009 - All rights reserved.

Salon and Legal Requirements1.1. Theproceduresandsystemsfor

encouragingtheuseofadditionalservicesorproducts

Explain to the learners that the procedures and systems for encouraging the use of additional products and services should be directly linked to in-salon promotions and staff incentives.

Tell learners that they must consider both when and how they will have the opportunity to promote additional products and services to their clients.

Ref: Activity G18.1.1

Ask learners to complete the Activity by asking the following question:

Ask learners when opportunities are likely to arrive to promote additional products and services to clients.

Answers should include:• on entry to the salon while being checked in• while the client is waiting in the reception area for

their stylist• during the consultation• at the shampoo basin• while having the main treatment done• while waiting for the treatment or service to develop• on completion of the main service• when checking out at the reception area

Ask learners how they will promote additional products and service to clients.

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© Copyright Habia 2009 - All rights reserved. Page 5 - Unit G18 - Session 1.

Session 1 G18Answers should include:• ensuring that the client is not pressurised in any

way• by making the promotion part of the general

consultative process• by using a ‘prescription pad’. The stylist can note

the recommendations made to the client, and the client can have a copy of the ‘prescription’ to take with them when making purchases

• ensuring that information given to the client is accurate and in the best interest of the client

• through mail shots and advertising promotions• by attractive displays of products that are likely to

be promoted• through ‘special offers’ for products, treatments and

services• attractive window displays• through promotional material around the salon• through clean, seasonal displays around the salon• by employees using the products and giving

recommendations• by all the staff having a genuine interest for the

needs and wants of the client • by enquiring if the client has any specific problems

with their hair

In addition, tell learners that they should not expect clients to immediately take up the product or service that is promoted. Some clients may require time to consider the suggestion.

The client may require time for any of the following reasons:• they may have to budget for the product/treatment/

service• they may want someone to pay for the product/

treatment/service for their birthday/Christmas etc.

1.2. Howtheuseofadditionalservicesandproductswillbenefittheclient

1.3. Howtheuseofadditionalproductsserviceswillbenefitthesalon

Explain to clients that there is a great deal of evidence to suggest that clients leave a salon if they feel that the stylist or the salon is no longer interested in them.

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Session 1 G18

Page 6 - Unit G18 - Session 1. © Copyright Habia 2009 - All rights reserved.

This is true of clients who have been using that salon for a long time.

Say that one way of ensuring the client recognises their stylist is still interested in them is by suggesting new ways for them to wear their hair, or to promote additional products and services.

However, stress to learners that they should be able to recognise when a client is not interested in additional products or services.

Tell learners that if they pressurise the client into purchasing additional products and services that they do not want or cannot afford, they may be too embarrassed to come back to the salon.

Ref: Activity G18.1.2

Ask learners to complete the activity by indicating how they think the promotion of the listed product or service will benefit the client and the salon.

Ref: Activity G18.1.2 (Answer Guide)

Use the guide when discussing the results of the activity with the learners.

1.4. Themainfactorsthatinfluenceclientstousetheproductsandservicesofthesalon

Ref: Handout G18.1.4

Explain to learners that a client will only be influenced to use the products and services of the salon if they have been attracted to them.

Say that this attraction may be direct or subliminal.

Therefore, some clients may be influenced to use the products and services because they have been persuaded to do so by selling, recommendation or through the influence of others.

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© Copyright Habia 2009 - All rights reserved. Page 7 - Unit G18 - Session 1.

Session 1 G18While other clients may be influenced to use the products and services of the salon for subliminal reasons. For example, they may be attracted by the look of the hairstyles of the stylists, the salon décor may be appealing, or the salon offers fresh coffee to clients, which smells good and makes them feel relaxed.

Therefore, explain to learners that they must recognise the best approach for the individual client when promoting additional products and services. Some clients may require a direct approach, while others a more indirect approach.

Ask learners what different approaches they can think of when promoting additional products and services to clients.

Answers could include:• direct selling• offering the client a leaflet about a product• staff using the colours sold in the salon• sending the client a mail shot• talking about the product or service to the client• making special offers to the client• inviting them to have a free treatment• explaining the features and benefits of products to

the client• having promotional posters in the salon• giving the client a trial size of a product

Go on to say that, no matter how the client is influenced, there are a number of questions that every client will ask themselves before they take up an additional product or service of the salon.

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Session 1 G18

Page 8 - Unit G18 - Session 1. © Copyright Habia 2009 - All rights reserved.

Use the questions on the handout to promote discussion about how the client is influenced to use the products and services of the salon.

Suggested discussion points:

Do I need it?

Will the product or service• benefit the client?• improve the client’s hair or appearance?• make the client feel better?

Do I want it?

Does the client:• like to ‘spoil themselves’?• often try new products and services?• regularly change the products they use on their

hair?

Can I afford it?

Is the product or service• within the usual spending range of the client?• financially beneficial for the client?

Will it suit me?

Will the product or service• enhance the appearance of the client?

Do I want it now – or shall I defer it?

Do not:• force a product or service onto a client• pressurise the client

Do:• give the client some thinking time• allow them to make their own decision about the

recommendation• watch carefully for client responses during the

recommendation

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© Copyright Habia 2009 - All rights reserved. Page 9 - Unit G18 - Session 1.

Session 1 G18 Now use the Learner Check for Session 1 to check the understanding of the learners.

Use Research G18.1 to encourage independent learning

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Page 10 - Unit G18 - Session 1. © Copyright Habia 2009 - All rights reserved.

Session 1 G18

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© Copyright Habia 2009 - All rights reserved. Page 11 - Unit G18 - Session 1.

Session 1 G18 1. Identify four methods of

promoting additional services and products to clients

2. Why is it important to promote additional services and products to clients?

3. How does the salon benefit from

promoting additioanl services and products?

1. Answers may include the following :-

• in house promotion, special offers • window displays • mail shots • introductory discounts • multi-buys - buy one get one free • resources such as; leaflets, posters and sample products • any other method used in the learner’s salon........... 2. Maintains the client’s interests,

increases client satisfaction. 3. Increases the salon’s profits.

Salon Service and Product Promotion Requirements

Learner Check

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Page 12 - Unit G18 - Session 1. © Copyright Habia 2009 - All rights reserved.

Session 1 G18

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© Copyright Habia 2009 - All rights reserved. Page 13 - Unit G18 - Session 1.

Session 1 G18Salon and Legal Requirements

Trainer Summary1.1 Useproceduresandsystemsfor

encouragingtheuseofadditionalservicesorproducts

Remind the learners of the ways of promoting services and products discussed in the session

1.2. Howtheuseofadditionalservicesandproductswillbenefittheclient

1.3. Howtheuseofadditionalservicesandproductswillbenefitthesalon

Remind learners:

• one way of retaining clients is to show interest in them – this can be done by the promotion of additional services and produtcs

• that they must recognise when a client is not interested in additional services or products

• of the results of Activity G6.2

1.4. Themainfactorsthatinfluenceclientstousetheproductsandservicesofthesalon

Remind learners of the result of the discussion surrounding:• the approaches that can be taken to influence

clients to use the services and products of the salon

• the questions all clients will ask themselves before taking up the services and products of the salon

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Session 1 G18

Page 14 - Unit G18 - Session 1. © Copyright Habia 2009 - All rights reserved.

Salon RequirementsService and Product Promotion

Key/Core Skill Opportunities

There will be an opportunity to promote discussion when covering:

G18.1.4 The approaches that can be made to influence the client to take up the products and services of the salon.

The questions the client will ask before taking up the products and services of the salon.