Why Empty Shelves Are Killing Your Revenue (And How to Fix It!) 💸
Dobar Dan {{ first_name }},
Writing to you from the absolutely stunning Croatia, where I’ve been exploring villages, islands, and just soaking up all the beauty!
And let me tell you, I’m no foodie, but I had the best risotto of my life in a little village called Skradin. Picture this: made by the family’s mama, veal risotto that will make you say WOWWWWW. I’m still dreaming about it!
But while I’ve been enjoying the sights and tastes of Croatia, something really scary has been on my mind this week.
In the middle of all the messages, emails, and calls I get, I keep hearing the same problem from salon and spa owners, and it’s like a broken record. So, let me ask you this...
When you walk into a grocery store, do you expect to find bread and milk? Yep, obviously. And when you go into a beauty salon, you expect to see skin and body products, right? Seems obvious, doesn’t it?
Well, guess what? At least a third of the calls I got this week were about struggling revenue, and when I dig deeper, the reasons are jaw-dropping. I’ve got to share this with you:
- "We don’t keep retail stock because clients don’t want to buy." (Ummm… how do you know? “They never ask!” 😑)
- "I’ll invest in stock when my team proves they can sell it." (Chicken, meet egg.)
- "We take client orders and get stock in a few days." (Good effort, but imagine what’d happen if the stock was just there!)
- "We don’t believe in selling products; clients come for the experience." (Ok, but do you also sell your experience for free??)
Honestly, I have to calm myself down before responding because I feel my blood pressure rising just thinking about it!
If you don't have stock on the shelf, of course no one's going to buy it! And when your shelves are looking sad and empty, it’s like walking into a grocery store and seeing the last lonely loaf of bread—nobody wants it.
Your shelves should be full and inviting because here's the reality: your business should be generating at least 20% of its revenue from retail. If you want to really thrive? Aim for 40%. And if you want to live by my standards, that's 50%! Now that’s a business that’s making serious money.
Listen, it’s not about the fancy décor or the pretty coffee cups in your waiting room. Your number one investment—after your staff—should be your retail and professional stock. Salaries first, then stock. And I guarantee your cash flow will change.
And yes, your staff needs to sell it, but they need to be trained to do that. They didn’t learn how to sell in beauty school, so take the time to teach them. I can help you with this!
At my next coaching session on Thursday, 26th September at 3pm, I’m going to role-play a meaningful client consultation—the very conversation that gets those retail sales rolling.
So, no more excuses! Get your team to join me for this training and watch your revenue climb.
See you there!
P.S. Let’s stop the "anorexic shelf" syndrome and turn your business into the money-making machine it deserves to be!
Marisa
