Lynne Baker
Lynne The Skin!
Choosing a supplier is like choosing a life partner. It is not a decision that should be undertaken hastily otherwise, like the saying goes, you may find yourself repenting at leisure. Changing suppliers (again, like life partners!) can be an expensive, time consuming and stressful experience. Little wonder then, that salon owners choose to stick with what they know rather than venture down the path marked “here be dragons”…
So, how to choose a supplier with whom you hope to have a long and happy marriage?
· Look for a supplier who doesn’t allow their products to be sold on eBay, Amazon, QVC etc
In these days of “showrooming” (where people accept a recommendation for a product from a therapist and then fire up the internet to find the cheapest possible price) it is important to choose a supplier whose whole business ethos is about protecting the salon’s revenue. A quick squint online and you will find almost all “professional” brands available to the general public. Retail sales are an important part of a salon’s revenue and unless you can be absolutely sure that your clients aren’t able to find your products online you run the risk of losing the sale to a cheaper online seller.
· Look for a supplier with a low initial investment and no mandatory sales targets.
It’s an eye wateringly expensive business setting up a beauty business, even a home one. If you add the cost of a professional skincare range to that shopping list it can be a show stopper. With initial order requirements often in the thousands of pounds it’s worth looking for a supplier who’s sensitive to the needs of the start-up business owner by not having a huge initial investment requirement. Equally important, especially in these straitened economic times, is to not be under pressure from the supplier to meet minimum monthly/annual targets.
· Look for a supplier who provides you with lots of images.
Once you’ve chosen your supplier you will no doubt want to have leaflets printed and websites built. Pictures paint a thousand words so make sure your supplier will support your marketing and promotional efforts by providing you with a comprehensive range of free to use product images and logos in a variety of resolutions and formats, suitable for both print and web use.
· Look for a supplier who actually wants your business!
What?! Doesn’t everyone want your business?! Well, it would appear not. Some suppliers are a bit slack when it comes to information and samples. Some even charge you for the pleasure! Some will refuse to deal with you if you’re a home salon or mobile, or unless you have a minimum numbers of treatment rooms and therapists. Check that no such restrictions apply BEFORE you get your heart set on a supplier.
[FONT="][/FONT] · Look for a supplier who’s an expert in their products.
There’s nothing worse than having taken on a range of skincare/makeup/nail products and not being able to speak to someone who can answer your questions about it. Ideally you want someone who’s actually experienced in the products, the routines and the most effective way to manage your stock. If they can help with how to retail the products too, so much the better.
· Look for a supplier whose customers rave about them!
Word of mouth recommendations are invaluable. Your prospective suppler may very well have a salon locator on their website. Make good use of it by ringing several of the salons on it to ask for their opinions on the following:
§ Quality of products
§ Customer service
§ Speed and efficiency of deliveries
§ Training
§ Unexpected costs
§ Stock management
§ Trade Show presence
§ Would they recommend them? If not, why not?
So, whilst this is not trying to be an exhaustive list of things to look out for it will give you a good start when making that all important decision.
Be clear about what you want from a supplier, don’t just jump on the latest bandwagon; make sure they tick all the boxes for you! After all, it’s your business, and no one will care as much as you if it fails because you didn’t choose wisely.
So, how to choose a supplier with whom you hope to have a long and happy marriage?
· Look for a supplier who doesn’t allow their products to be sold on eBay, Amazon, QVC etc
In these days of “showrooming” (where people accept a recommendation for a product from a therapist and then fire up the internet to find the cheapest possible price) it is important to choose a supplier whose whole business ethos is about protecting the salon’s revenue. A quick squint online and you will find almost all “professional” brands available to the general public. Retail sales are an important part of a salon’s revenue and unless you can be absolutely sure that your clients aren’t able to find your products online you run the risk of losing the sale to a cheaper online seller.
· Look for a supplier with a low initial investment and no mandatory sales targets.
It’s an eye wateringly expensive business setting up a beauty business, even a home one. If you add the cost of a professional skincare range to that shopping list it can be a show stopper. With initial order requirements often in the thousands of pounds it’s worth looking for a supplier who’s sensitive to the needs of the start-up business owner by not having a huge initial investment requirement. Equally important, especially in these straitened economic times, is to not be under pressure from the supplier to meet minimum monthly/annual targets.
· Look for a supplier who provides you with lots of images.
Once you’ve chosen your supplier you will no doubt want to have leaflets printed and websites built. Pictures paint a thousand words so make sure your supplier will support your marketing and promotional efforts by providing you with a comprehensive range of free to use product images and logos in a variety of resolutions and formats, suitable for both print and web use.
· Look for a supplier who actually wants your business!
What?! Doesn’t everyone want your business?! Well, it would appear not. Some suppliers are a bit slack when it comes to information and samples. Some even charge you for the pleasure! Some will refuse to deal with you if you’re a home salon or mobile, or unless you have a minimum numbers of treatment rooms and therapists. Check that no such restrictions apply BEFORE you get your heart set on a supplier.
[FONT="][/FONT] · Look for a supplier who’s an expert in their products.
There’s nothing worse than having taken on a range of skincare/makeup/nail products and not being able to speak to someone who can answer your questions about it. Ideally you want someone who’s actually experienced in the products, the routines and the most effective way to manage your stock. If they can help with how to retail the products too, so much the better.
· Look for a supplier whose customers rave about them!
Word of mouth recommendations are invaluable. Your prospective suppler may very well have a salon locator on their website. Make good use of it by ringing several of the salons on it to ask for their opinions on the following:
§ Quality of products
§ Customer service
§ Speed and efficiency of deliveries
§ Training
§ Unexpected costs
§ Stock management
§ Trade Show presence
§ Would they recommend them? If not, why not?
So, whilst this is not trying to be an exhaustive list of things to look out for it will give you a good start when making that all important decision.
Be clear about what you want from a supplier, don’t just jump on the latest bandwagon; make sure they tick all the boxes for you! After all, it’s your business, and no one will care as much as you if it fails because you didn’t choose wisely.
