Salon Retail Order: Fill & Download for Free

Most women will relate with me here. As a child in a middle class home, I used drugstore brands for soaps and shampoos. The moment I started earning, I decided to look at all kinds of fancy brands. I was spending a lot of money on The Body Shop, BBW, Lush etc.Now, I have switched back to basics. Old Cinthol that comes in that red paper cover. A lot less plastic! And four bars of soap for 130 Rs. I used Oils of Life from The Body Shop for my Sahara dry face. That retails at Rs.2195 for 50ml. I use Nivea Soft on my face now. 85 Rupees for 50ml! And my skin is just the same. These inexpensive brands are frankly no less, no more than the fancy schmancy.Say no to the chain brand salon and shift to the neighbourhood salon aunty. Chains spend a lot on marketing costs but just not enough on training their personnel. A single visit to the salon once a month was costing me upwards of 2k. Going to a nice but non fancy salon is a 700–1000 affair. And much, much better service. Strike friendship with these small scale business women. They need you as much as you need them.Do not shop at the supermarket in person. You will always pile up on things you don’t need. Make a neat list of groceries. And order online. When I go to the supermarket, I end up looking at Korean and Lebanese ingredients and feel adventurous enough to buy them. After one use, I give up and they rot in the fridge. Simpli Namdharis in Jayanagar is a current weakness though. I go there and walk around the aisles when I want to unwind.And when you do your grocery list, remember that some branded products are great but you don’t have to pay more to get fancy smelling floor cleaners. Good old Phenyle is great. I don’t understand why there’s a market for Comfort fabric conditioner. Just dry your laundry under the sun and they are good enough.Take your child out to play in parks instead of taking her to malls during weekends. Mall visits are a huge drain on your pocket. Stay away from anyplace that’s close to Hamleys.Ask for employee discounts, store vouchers and running offers whenever you shop for electronics.Twice a week, take the public transport. No autos or cabs. Take the Government bus service. The environment will thank you. You will walk more and find that people watching is fun!When it comes to expensive clothes, electronics and other big ticket items, make a list of things you want to buy. And don’t buy things not found in the list. Don’t do an impulse purchase and regret it later.When you host kids birthday parties, order basics: cakes, juice and chips. A few of our family friends tend to stay back after party. We eat dinner together. The kids play among themselves. The adults settle for dumb charades or Pictionary. We cook a few basic things. For example, we make idli and sambar or a bisibelebath and curd rice. It’s a lot less money and people are much more thankful towards home food. The kids actually complete their plates and there’s no risk of falling ill.Get your kids accustomed to public transport, train rides, walks and reading. Don’t make every weekend an expensive affair. My daughter thinks bus rides are fun because she gets to see the roads from an elevated vantage position.

Experience: I just sold exclusive distribution for my products in Mexico and about to sell the exclusive NZ to another distributor.Make no mistake: your job as the new distributor is to use your margin to market the shit out of this product line.If I were you, here’s what I would do:Start Creating Brand Awareness NOW. If you can, piggyback off of the existing marketing materials, photos, videos and accolades of the brand/product. Use this for digital, media and/or print marketing. I would suggest Facebook and Instagram ads, because they are typically less expensive outside of the US. Target YOUR COUNTRY ONLY. If TV ads are cheap in your country.. run them! Obviously, this product/line is awesome, because you wanted to bring it to your country. Your job is to make people know about this product. You don’t have to create more products, create marketing materials, you just have to get the information out. Now. No, yesterday.Make it Actionable. Create your own site to drive sales to. After people see your ads online, they need to know where to go next and what to do. Make the next step easy for them. Tell them where to go. Tell them what to do. Tell them to go to YOUR store and buy the products.Get Feet on the Ground. The brand took a risk on you; you took a risk with exclusive distribution. Time to pony up. Get some great sales reps, educate them, and get some boots on the ground ASAP. Whether you want to sell to spas, salons, retail stores or door to door—that’s up to you and your sales reps. But set and plan and start recruiting (and educating) now. Otherwise, hire a company that helps you get their boots on the ground. Hire their reps with their connections and their expertise. It will cost a bit of cash.That’s all I can say for now. The cosmetics market is very crowded, so if there’s no brand awareness in your country, you’re essentially starting from the ground and building up. The only benefits are that you get a large margin on each order and you already have all the marketing materials you need. You’re not building a brand, just awareness and sales.Finally, make sure that you know the details of your exclusivity.How long do you have the agreement for? What are the costs and benefits to you? This will help drive your decision as to how much of an investment you truly want to make in driving awareness. Nobody wants to put in all the legwork (and cash!) if somebody else is just going to cash in on it next year.Good luck!

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