there is no price or quality control. These products can
actually be more expensive, and many times are past their
expiration date, damaged or just outright fake! In addition,
since the diverted product assortment in any given store
varies, consumers can't count on getting the same products
every time. And more importantly, when consumers buy diverted
products they're missing out on your expert recommendation.
Here's what you can do: talk to your clients about diversion.
Make them aware of the potential problems with purchasing
diverted product. Explain that when you sell them a complete
service, this includes helping them maintain their look at
home. |
Without the correct
product recommendation from you, clients can't expect to
recreate their salon look between salon visits, and this
leads to unhappy clients who may blame you for their dissatisfaction.
Use your retail prescription
pads with every service you perform, and make sure clients
know you can only guarantee products sold in the salon.
The power of a product recommendation from a salon professional
is an important step in the fight against diversion—you
can be part of the solution!
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