Make the most of your salon product supplier

Co-owner of Richard Ward Hair and Metrospa, Hellen Ward asks - are you getting the most out of your suppliers

Supplier relationships are hugely ­important to any successful business, and salons are no exception. The savvy manufacturer can help establish salons as brands and grow their profile as well as ensuring they consistently provide an excellent service. 

So what can the smart salon owner do to maximise such a relationship?

There should be a natural synergy between you and your supplier so the 'fit' of your brands is cohesive. Do your research and establish what brands appeal to your team and your clients. Your salon's and its brand's ethos should have similar objectives.

 

Your purchasing power needs to be maxed out, especially in leaner times, so make sure you are spending as much as possible with one supplier and jointly look at what areas you could improve upon. There may be items that you historically purchase elsewhere which you could start getting from them, so examine your buying-in order to become a more important customer to one supplier alone.

Be transparent about your goals

Your supplier can't help you achieve your dreams. Each salon's wish list will be different; some are looking for artistic and creative opportunities, others for business education and advice. Some salons are looking to grow a trade profile whereas others are merely interested in great trading terms. Draw up your own wish list and ensure your supplier knows what they are. Be realistic about what it can do to help you and never stop asking about how it can help you accomplish your aims. 

It's equally important to make sure you're a good customer - you can only be demanding if you are ticking your share of boxes by paying your bills on time and being receptive to new opportunities.

A good supplier will never take a customer relationship for granted - make sure they regularly review your partnership so it stays relevant and is constantly moving forward. Just as your 'wish list' might change, a supplier will share information and business analysis with you that can help you develop your business further. 

Remember, the salon owner's business and the supplier's trade are fundamentally different. Whereas we sell time, they sell product, but ultimately we both sell services. The thinking is aligned, but not the same. We need them as much as they need us so by working together we can always achieve more.