In recent months, there has been a growing backlash within the professional salon industry against retail sales goals. Some critics argue that placing a retail goal on service providers is just a way for salon owners to pad their bottom line. This sentiment, while emotional, overlooks the deeper strategy and long-term benefit retail goals offer to the service provider and the guest experience.
At Summit Salon Business Center, we set three critical daily goals for service providers:
- Service sales goal
- Retail sales goal
- Future reservation goal
Together, these metrics form a strategic framework that empowers stylists to control their career trajectory and protect their business as they grow.
The Retail Goal: It’s About Career Insurance
Retail goals are often misunderstood. They're not about pushing products, they're about reinforcing the service provider's value, influence, and client loyalty. When guests regularly purchase the products recommended by their stylist, they are more invested in the results and the relationship. This investment creates a powerful bond that makes it less likely for them to leave when a price increase occurs.
The margin on retail is, in many cases, modest compared to services. Yet the retention impact of retail is enormous. When stylists achieve consistent retail sales, they’re building trust, credibility, and repeat behavior.
Price Increases Should Be Earned—And Retail Helps You Earn It
At Summit, we believe in using performance-based metrics to determine when it’s time for a service provider to raise their prices. When stylists consistently meet or exceed their service, retail, and future reservation goals, it signals increased demand on their time. That demand justifies a higher price point.
Retail and future bookings help insulate service providers from client loss during price increases:
- Clients with future reservations are more likely to stick with their stylist because they’ve already mentally committed.
- Clients who use the recommended retail products tend to see better results and associate that improvement with their service provider. They are less price-sensitive because they value the outcome.
Lessons from Other Professions: Product-Buying Is Part of High-Touch Service
This strategy isn’t unique to the salon industry. Many other high-demand, high-trust professions rely on a blend of service and retail recommendations:
- Dermatologists and estheticians frequently prescribe skincare regimens to enhance the effectiveness of in-office/spa treatments. Patients who purchase these products from the provider often experience better results and are more loyal to the provider.
- Physical therapists regularly sell equipment such as resistance bands, posture correctors, or supplements. It’s not about the product, it’s about supporting outcomes and maintaining continuity between sessions.
- Fitness professionals often recommend specific supplements, tools, or recovery gear as part of a personalized plan. Clients who invest in the full program typically achieve better results and remain more engaged.
In each of these professions, the client’s buy-in through retail strengthens the relationship, reinforces results, and raises the perceived value of the expert's time.
Reframing Retail as a Tool for Professional Growth
Selling retail shouldn’t feel transactional. It should feel like an extension of the service experience. When stylists recommend products, they’re not selling, they’re educating clients on how to maintain and maximize the results of the service at home.
This level of care, follow-through, and professionalism is what separates good service providers from great ones, and why retail goals are not a money grab, but a career growth strategy.