© Tom Zappala | All rights reserved | ABN 27 306 081 547
The decision to not sell retail is a well considered and thoroughly researched one. With 30 years of listening, one of the most annoying aspects of the client experience at a conventional salon is being sold products at the culmination of a service. This is fact. There are numerous psychological studies which directly explain why there is specific resentment surrounding this practice. It largely comes down to the following.
When we are desiring and obtaining a personal service, our needs and emotional resonance is held in the nurturing centre of the brain. It's why we have those warm, softening sensations. When we decide to shop, it shifts into the reward centre. This experience brings with it energy, excitement and a nice little dopamine hit. When an individual chooses to nurture, they are craving a specific state of mind and our brain reacts unfavourably to anyone who tries to shift that to an emotional space different than the one we sought for ourselves. Moreover, when coming out of a nurturing personal service, we are often more vulnerable and consequently it is seen as unethical and emotionally manipulative to use that moment as a means to sell products. This is one of many reasons why clients hate the practice.
As my entire professional philosophy is to support women who have a history of frustration and disappointment with conventional salon services and practices the decision to not sell products is to ensure their experience with me is 100% positive. What I offer instead is the professional wisdom and guidance of 30 years in the industry. This education is readily welcomed and absorbed by clients as it is not attached to a sales attempt. If requested, clients are then presented with an online purchase option which they can investigate and use at their discretion, at home, without pressure or expectation. The number of clients I have who specifically mention this as a reason they promote my practice is enormous. As stated elsewhere in this blog, my entire career has been directly shaped by the feedback from the individuals who are responsible for its success - my clients.