Sell The Sizzle Not The Steak

What if selling could transform lives, not just generate income? In this compelling episode, we promise to unravel the art of emotional selling where salon owners can harness the power of transformative sales strategies. We delve into the concept of selling the "sizzle"—the emotional benefits and transformative potential of products and services—rather than just the logical facts and figures. By combining logic with emotion, sales become more persuasive and impactful, benefiting both clients and team members by enhancing confidence and quality of life.

Overcoming seller's guilt is another key topic we tackle, where we redefine selling as an exchange of value rather than a mere financial transaction. We explore strategies for identifying what clients truly value, thereby tailoring offerings to engage in value-driven conversations. The episode also guides salon professionals in distinguishing between convincing and persuading clients, empowering them to prioritize the needs and desires of clients without feeling like they're just pushing sales.

The episode rounds off with a fascinating story about a young man buying a Chevy Camaro, illustrating the importance of understanding client motivations beyond surface-level judgments. Salon owners can learn to transform buyers into believers by respecting clients' intelligence and guiding them towards informed decisions. We also emphasize the significance of personal growth when recruiting team members, showcasing how these transformative experiences help recruits envision positive changes for themselves, making the salon a place where everyone strives to become the best version of themselves.

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Chapters

• 0:21 Transformative Sales Strategies for Salon Owners
• 8:15 Breaking Seller's Guilt and Persuasion
• 16:34 Emotional Transformations Through Persuasion
• 24:30 Salon Transformation Through Emotional Selling

Transcript

Speaker 1: 0:22

Have you ever pondered on the question of how do I get my team to sell more retail, or how do I have the perfect hires? 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.

Speaker 2: 0:48

Yes, you know, and I I think that that's the key right there, jen is ways to sell that transformation and not just be the educator or sell the education you know. 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.

Speaker 1: 1:37

Yeah, awesome. And so let's talk about, like, let's look at the concept of selling transformation, not just education. Like, let's look at the concept of selling transformation, not just education. 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.

Speaker 1: 2:04

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.

Speaker 2: 2:37

Yeah, I love, I love that you said that about you know just educating them on how to you know, if they sold more retail, they would get this much of a bonus. Because, like, that would be like if you were a realtor and you thought your job was to just sell a house. 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.

Speaker 2: 3:39

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.

Speaker 2: 4:47

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.

Speaker 2: 5:23

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.

Speaker 1: 6:07

I love that. You know, um, it reminds me of like. 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.

Speaker 1: 7:00

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.

Speaker 1: 7:14

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.

Speaker 2: 8:04

Hmm, I love that, jen.

Speaker 2: 8:06

That's a brilliant way to look at things, you know, and, and really focusing in on having your number one salespeople there and helping get them connected. That's incredible. 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.

Speaker 2: 8:46

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.

Speaker 2: 10:18

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.

Speaker 2: 10:56

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.

Speaker 2: 11:07

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.

Speaker 1: 13:03

That's so good. Yeah, I love that you said that, because it has me thinking just what that? That you know, if they wanted what I have, they would buy it, you know. I think it breaks down to two ways and ways we approach conversations. 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.

Speaker 1: 13:31

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.

Speaker 1: 14:19

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?

Speaker 2: 15:06

Business five business principles from the Bible, I believe, is what it's called. Yeah, business principles. Yeah, okay, perfect.

Speaker 1: 15:14

And like there's, there's something in there.

Speaker 1: 15:16

They say it's like gracious words are honeycomb, sweet to the soul and healing to the bones. 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?

Speaker 1: 16:03

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?

Speaker 2: 16:16

Yeah, I think my dad was a car salesman for many years. He had a car dealership and he just looked at sales in such a different lens than anybody else I'd ever seen before. And you know, um, he was a very good at just having conversations and getting connected with people. 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.

Speaker 2: 17:49

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.

Speaker 1: 18:44

Thank you for sharing that story. It's such a great story. It gives me chills when I hear that because it, like it's a great example of like what we were talking about. Persuade means sweetness. It's like swelling with sweetness and not defeat.

Speaker 1: 18:57

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.

Speaker 2: 20:00

Yeah, I love that. I love the difference between a buyer and a believer. You know, and I think too, as the person who's selling, you know you have to take yourself out of the equation and trust that people are smart. 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.

Speaker 2: 20:30

And now it's your opportunity to, you know, present them with a clear solution, you know, and and help them.

Speaker 2: 20:36

You know, prioritize what it is that's most important to them.

Speaker 2: 20:40

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.

Speaker 1: 21:46

All right. So if you're thinking, okay, this sounds great, jenna Lindsay, but where do I start with this? And so this is just a little application that you can try, I would say do it with yourself as a salon owner. It's also a beautiful thing to do at a salon celebrations celebration with your team as well, to get them. 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.

Speaker 2: 22:43

Who doesn't want to have their head feel like a tire because they feel more confident about themselves. You know so I love that they can, that this is easily applied and you can really look at how you can reframe that whole sales conversation. You know so it was an incredible time spent together today. You know where we really dove into. 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.

Speaker 2: 23:37

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.

Speaker 2: 24:21

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.

Speaker 1: 25:09

All right, you know, selling isn't about convincing them to buy. It's about helping them see how you're the solution they've been working for. All right, have a beautiful day, thanks for joining us and we'll catch you soon.