Sell The Sizzle Not The Steak

Well , if you've ever had that question I know I have a salon owner Today is going to be the perfect episode for you , because we're going to be diving into how to sell the sizzle and not the steak , you know , looking at ways to sell transformation , not just education .

And so I think when we unlock the art of persuasive selling as salon owners , you know , it really can reframe our sales approach when we really start to focus on authentically and become way more profitable and really create those win-wins , because we know when we're serving people to their highest good , we get paid , they get paid , everybody wins in that situation .

So if you ever think about the idea of , you know , maybe you're in a coaching session with a team member and you're like , oh man , you know , if you would increase your average ticket by $3 , you could have this much more money . Or if you would sell this many more products , like you would , your retail bonus would be , would be you know , bigger .

And the and the member team members like , oh , yeah , yeah , yeah , that sounds good , that sounds good . They leave the growth session or the conversation and like nothing ever changes . And so , like that's really just educating someone .

Today we're going to dive into , like how can we truly create that arena of transformation where we sit , where we are able to like not just say , hey , this would increase your sales , but like how could this change your life ?

And that's what transformation is all about at the end of the day is helping someone see how to live a more beautiful life that suits them .

You know you didn't realize that you were actually selling a place for people to go make memories , and you know , for them to go , you know , set the stage to live their best life , like it's so much more than just the facts on the fact sheet of a house .

You know it's really about what it is that people get on the other side , and so you know , even just looking at you know the formulation .

So what would be that formulation for when we're talking about persuasive selling and , and you know selling , yes , of course we're doing this more , selling retail , and we're selling services , but we're also doing this as leaders . When we're selling , you know a new version of somebody that we see possible for them .

And you know , when we uncover some of their roadblocks and and can help them get to the other side , we're selling that all the time too . And and so let's talk about logic plus emotion . Equals feature plus benefit , you know . And so when you look at it , you know there's usually two sides to your brain .

There's the logical side of your brain and there's the emotional side of your brain . And so , you know , anytime you feel overly emotional , if you can , you know , hop into that logical side , it kind of helps lower those emotions . But the same thing happens , like logic actually equals lethargic when it comes to sales , you know .

And same thing , like if we , you know , are spending too much time in a growth session keeping somebody in their logical mind , then they become lethargic , you know . That's why I think so many people inside of our industry say that they hate numbers , and I don't think that people actually hate numbers .

I believe numbers are just telling a story about you know what it is the experience that we're creating for somebody else , you know . So we need those numbers to have that data , to have that , you know , because data equals dollars , you know . But we need that to have the logical side .

But when we're thinking about selling , we need to get it connected to that emotional side or that benefit side , you know . So so if we looked at this , um , like a like if it were a product or a service that we were going to sell .

It would be like the feature would be like a keratin smoothing treatment and the benefit would be that they could feel confident and polished with like sleek , low maintenance hair , you know , competent and polished with like sleek , low maintenance hair , you know .

And so when you get stuck too much in that feature land , uh , when you're selling , you're like , oh , you need this keratin smoothing treatment . Um , you know , and you get into the science behind it that just like gets somebody so lethargic . They're like , oh well , I don't , you're speaking a foreign language to me , you know .

Uh , we do it all the time too . When we post a picture , we're like we use six in and seven in a plus , you know , equal parts processing solution , you know , whatever it might be . And people are like , what ? You just spoke French , you know , but the truth is like it's just too logical . The brain doesn't get excited about anything like that .

But when you talk about the benefits , the brain gets excited , because who doesn't want to feel more confident and polished with sleek , low maintenance hair ? You know anybody who's ever needed a keratin treatment or a Brazilian blowout or something like that . They would love to feel those feelings .

And so when you focus on those benefits , people get excited because they're like , yes , I want that in my life and it and it connects to them emotionally .

Imagine if you just had a beautiful family photo taking for the holidays and you have it put on this big canvas and you're ready to hang it on the wall , like , and then you go to Lowe's and you you have to purchase a hammer and the thing of it is like you're not just buying the hammer for fun , like you're buying the hammer for your ability to hang the

family photo and so like , if you think about that from a salon world like we're not just selling haircuts , we're actually selling confidence and a fresh perspective for clients and our team every single day . You know , I think about that logical and emotional side .

You know there's a lot of people that say , oh , you should send your youngest people to the career fairs because they're really going to connect with them . Like , I feel like you really should . You should really send the people that are great in sales to the career fairs because that's really going to help create that space of transformation .

If you've been at a career fair and you've watched the other tables , like the first thing somebody says when someone comes to the table like a potential student , is like hey , this is salon abc and this is our christmas list of everything we have to offer you .

That's what it looks like sometimes , and and like they're hearing that same spiel from every single table . So like , what if we change that ? And what if we've got to more of that emotional side ?

Like you know , asking questions such as like when someone's at your table at a career fair , like , tell me what's most important to you , could you imagine yourself walking into a salon environment every single day and loving it , you know ?

Could you imagine walking out the door every single day and feeling more confident about yourself , creating an income that would take care of you and your family , and so like .

That is just another illustration of , like you know , when it comes to career fairs , how we can actually create that transformation that really draws in the right people by sending the people that can create to that , just to more of that emotional side with someone , not just that logical side

of someone .

You know , I think there's a lot of , you know , mental barriers that we've , you know , either put on ourselves over time , or maybe somebody else has accidentally put us on us , put it on us over time . But there's a lot of these mental barriers when it comes to selling , and I think one of them that stands out for me is seller's guilt .

If you've ever felt seller's guilt before , you know you're not alone . But you know , hopefully this on the other side of this will offer you a lot of freedom . You know , because seller's guilt is like when you feel guilty about charging what your services are worth .

Or maybe you know , you you realize , hey gosh , this customer is already at a $300 ticket or a $400 ticket , and then you're like , oh gosh , I can't , I could never recommend take-home products for them , you know , because , oh my gosh , their ticket is already so high . So you , you have this guilt , um , you know , around something that you didn't even create .

You know , and and and you're attaching yourself to their , their pocketbook , or you know whatever it might be , and you actually don't even know what it is that they value most . And so , really understanding the definition of the word guilt is guilt is responsibility for a mistake or error , you know .

And so seller's guilt is such an interesting thing to look at because you know there's usually no mistake or error in what you're doing .

You've usually created a really beautiful transformation , um , and the truth is , people come to you because they value the work that it is that you're creating , and they know that they're going to become that confident person , um , on the other side . So so selling isn't actually a take from the other person .

It's truly just an exchange of value , you know , and so , and , and a lot of people can get confused on value . I think too , um , because you hear add more value all the time .

Um , you know , I know that's like such a buzzword is to just add more value , and so you know , I think a lot of people , a buzzword is to just add more value , and so you know , I think a lot of people value different things , and so one of the things that could be the most helpful is to get crystal clear on what it is that your guest values most .

So when you ask them , hey , what's the most important part of your visit today , then you'll know what value to really deliver . Because , you know , I think maybe when you're a new stylist in the industry , you might think , hey , they want something cheap and that might be why you get some sellers guilt is because that would be maybe what you valued .

But the truth is , what they value is , you know , they really want to learn how to curl their hair , or they really want to learn a new makeup routine , or they really want to learn how to care for their skin , or they value getting as blonde as possible . Whatever it is that they value .

When you know what is important to them , then you can really deliver that value , and so it's not about delivering more value , it's about delivering that value in a great way . So , you know , I think another area of resistance that people have is is they think if they wanted what I have , they would buy it .

You know , and that's so false because people need guidance to see the value in what it is that you have to offer .

So when you uncover more of what it is that they are looking for , you know , selling is just about highlighting solutions to problems that they know that they already have , you know , and so you're not trying to create problems for another person , you're just trying to identify them and then show them and guide them to what it is that you have to offer them to

help , you know , solve that problem .

There's usually either convincing or persuading , and when you think about this , having a conversation in sales , when you're convincing someone , actually you're bringing over by argument . Let me say that again , because this is key . When you're trying to convince someone , you're bringing them over by argument . Let me say that again , because this is key .

When you're trying to convince someone , you're bringing them over by argument . The actual root word of convince means to um , um , uh , oh , my gosh , my mind just left me To conquer .

And so , like when you think about that , like if you're in a conversation or if you see this with your team , they're in a conversation with a client they're like , oh , you need product ABC because it's going to help you with blow drying time , right , that's kind of convincing . Like without it , your hair is not going to blow dry as fast , right .

And so like they're almost feeling defeated , like they're just almost doing it by argument , like you have to have . That almost comes from a place of like ego , doing it by argument , like you have to have . That almost comes from a place of like ego .

And then the opposite of that , a beautiful way to look at it would be through the version of persuasion , or persuading , and that means to bring over just by talking . And the root word , persuade , comes from the word to advise and like I think that is really incredible .

If you really think about that , as service providers on your team , you know like really we're just advising clients how to have their dream life , because if we give them a complete look from head to toe , they're going to have more confidence at the end of the day .

And for us to be able to do that , we're just going to be able to listen , collect data , like Lindsay was saying earlier , to really just to advise them how to create that complete look . And I think the other beautiful part of persuade it comes from the root root , all also meaning to sweeten . So , um , you know this is really interesting .

Uh , there's a book called um , uh , principles or Bible principles . Oh gosh , what is the book ? Lens , can you think about it ?

And you know , I think that is just really incredible Cause , if you think about that , it gives you , as a salon owner , so much freedom , but the opportunity for your team so much freedom too , because really our greatest gift is just to listen to the clients , to learn more about the clients and then to return solutions so we can listen , learn and return .

We are making improvements in their life and we're creating that space of transformation . So , you know , an opportunity for you as a salon owner is just to take a step back , watch your team and look at how they're doing consultations . Are they doing it from a place of you know , convincing , or are they doing it place from a place of persuading ?

And you know , lindsay , you were telling me we've got a book coming out called Think and Get Rich as a Beauty Pro . And you were telling me about that story about your dad as a car salesman , which is a beautiful example . Do you mind sharing that about the difference between events and persuasion ?

And one time there was a young kid who walked in , um , who was looking to get a Chevy Camaro .

He had a Chevy dealership and , um , you know , the the first salesperson that he walked by just automatically assumed , like here's just some young kid who you know is looking at a Camaro , you know , probably just to impress his friends or , you know , impress the ladies , whatever it is , you know and just assumed that the kid probably didn't even have enough money

for this . So he felt like it was a waste of time , didn't really even spend much time with him and just assume , made all these assumptions . And so , you know , my dad was like , hey , you know , this is great , a red Camaro , that's a great car . You know , like what has you interested in this , this vehicle ? And you know the kids

said , well , actually , you know , my dad passed away about a year ago and , um , or dad or grandpa now I can't remember which , but um , and you know , one of our dreams was to always own , uh , you know , a Camaro . And so , you know , I just haven't actually , you know , wanted to come in until today .

And so today was the day that I realized like , hey , I want to come in and check this out and purchase a red Camaro . And so he ended up getting that car . But you know , what was really cool is that that day he sold more than that car . You know , it was like a family legacy , and I think that's what's so powerful . You know .

Sure , we can look at that . We are selling hair care products or skincare products or services , but the truth is , like , the transformation that we are able to create for people , that's really where our power lies . And when we can help people walk through the world more confidently , everybody wins .

We win because we get financially compensated for that , but they win because they get compensated through confidence so they can go out and make more money in the world . They can go out and be a better version of themselves , you know .

And so I think it's just incredible , you know , when you don't place judgment on things and when you really get to know the other person , how much transformation you can truly create .

Because , like , when you work so hard to force a sale like the first person you were talking about that was trying to sell the Camaro like it feels just kind of icky from a from a seller's standpoint , and so when you're really able to connect and guide someone to what they really desire , I think that's where you're actually able to create an even more beautiful

opportunity for them . Like you know , think about it in our salons we see this a lot Like you're not just pushing a product , you're aligning with their existing desires . That's why we like to say there's a difference between buyers and believers .

So if you have a lot of clients that just have a lot of products sitting underneath their cabinets , they're just buyers .

But when we have a believer , like we are actually helping them see how this product is transforming their life , and so , like this is done through , you know , using a lot of role playing with your team , giving them examples , like Lindsay was giving them .

Because , like , when you're able to make that connection um , it creates that trust with that client as well .

You know you need to respect your client's intelligence , um , because you know it's just like even if somebody you know were to tell you , hey , I'm using Pantene or Suave or something that you , you know , don't think is the best thing for their hair , still respect their intelligence , because they don't know what they don't know .

And now it's your opportunity to , you know , present them with a clear solution , you know , and and help them . You know , prioritize what it is that's most important to them .

You know , because if they're they're looking for color , longevity , or if they're looking for antifrizz or whatever solution it is that they're looking for , when you can show them what you offer is really going to help aid them in their goals .

Well , now they know something even better than they did before , because they thought they made the best decision possible for what they knew at the time , you know . So it's just an opportunity to help show them a new way , and you know we really have the power to heal others through persuasion . So you know it's a .

It's a really different mindset to look at it from a you need to buy this versus imagine feeling relaxed , rejuvenated and beautiful after this treatment . You know , because our words matter , and so we need to use language that speaks to their doubts and reassures them , because when we start to do this , that's when we start to persuade for good .

When we start to do this , that's when we start to persuade for good and that's when we can really make a big mindset shift and really start to apply this in real life .

You know , thinking of the difference between logical and emotional . So like , just think of one service or product that you offer at your salon , and then I want you to think about writing down the features , the logical benefits , and then I want you to think about the emotional transformation .

So you know an example of this if you think of a service you offer is balayage . You know the feature is , you know , hand painted highlights . The logical side of that is , you know , natural looking hair color with easy maintenance .

But the emotional transformation is you get to feel trendy , you get to feel confident and you know you get to walk out that door with your head held just a little bit higher because you feel better about yourself .

How do you transform instead of just educate ? You know , gone are the days of just selling a hammer . We know that we are helping people hang their memories on their wall forever , that we are helping people hang their memories on their wall forever , you know , and and how that translates into the salon is we're ?

We're no longer just going to be selling all of those , you know , logical , factual things . We're really going to help people get tied to that emotional , transformational portion of the service . You know where they .

You know I think I had a client , one time actually , who was looking at getting extensions and you know her husband actually was complaining about the price and joking around about it one time and I said I'm just curious , you know , can you tell me a little bit about what life was like for your wife before extensions and what it's been like afterwards ?

And he said , yes , you know there was a physical difference in the way that she shows up in the world . He's like . You can literally see it on her pictures . If you go to her Facebook right now , you can see she used to stand really hunched over and have low self-esteem .

It looks like he was like , and now she stands tall in pictures and just feels amazing . He was like , and now she stands tall in pictures and just feels amazing . He was like that is literally the best money that we've ever spent . And you know , I was kind of asking him some more questions Like what has it done for you ? He's like , it's amazing .

He was like I love it . You know , there's nothing better than having a confident wife . And so I think when we can focus on that transformation and really , you know , dial into that um as salon owners and service providers , um , that can really make all the difference .

And so you know how that would translate inside of the salon is , the next time you go out and or , as a salon owner , the next time you go out recruiting , don't just talk about what your salon offers .

Talk about the transformation that the people on your team have seen , so that other people can say , wow , I want to see myself experience that same transformation . You're getting into that emotional side of the brain so that they can really transform into that best version of themselves as well .

thanks for joining us and we'll catch you soon .