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A Haircut AND Sales Training

Posted by John Fuhrman on November 9, 2011 at 2:05 PM

After more than a few weeks on the road, I needed a haircut. I've been blessed (or cursed) with a full head of hair that grows very fast. I am not all that keen on having my hair cut in spas, salons, etc. But I do admit that going to the franchise Sports Clips is fun in a manly way. You get to watch ESPN and they give you a massage after your cut. And, I really like the hot towel on my face.

Because it's my birthday this month, I received an email from Sports Clips reminding me of the fact that another year has passed and they wanted to invite me for a free MVP level hair cut. (The works) I took a walk over to the shop to see if I could get in for a cut and all the rest.

I was immediately greeted and actually welcomed to the shop. Noticing my printed email, the gal behind the desk immediately wished me a happy birthday and said I would be next in line to get taken care of. I got more than that.

Dineen, the manager came over, shook my hand, and told me that she'd be taking care of me today. After getting me seated in the chair, she complimented my hair and asked what I wanted to accomplish today. I explained how I like my hair cut and from that moment until we finished, she made me feel like I was the only one there. After the cut, Dineen took me back to get shampoo and hot towel treatment. (I like it when they wash the clippings out of your hair after it's cut).

When she got me comfortable in my massaging chair, she told me that she wanted to try a new shampoo on my hair to see how it would make my hair feel. After asking me if that was okay, she proceeded to lather me up and cover my face with the hot towel. She continued and then rinsed me off and we proceeded back to her station where I was blown dry and cleaned up.

After letting me take a look at the finished product, she asked how I thought it looked. I told her that I was pleased and then she asked me to feel my hair. I did and it was certainly different. But, the question she asked was far better than any closing question I had heard in some of the many training classes I had been through. Rather than ask me to buy some shampoo, she asked, "How long do you want your hair to feel like that?" Before I could even answer, as we walked to the register, she put a bottle on the counter and just waited for me to take out my wallet.

Imagine if we focused on really welcoming the customer. Suppose we treated them as if they were the only other people on the planet. And then, ask yourself how it might be if we were able to share how the customer would feel after buying from us BEFORE we even asked them to purchase.

I'm looking forward to my next haircut. I've got more to learn.

John Fuhrman is the Senior National Trainer for Carolina Automotive Resource Services, a unit of The Dealer Resource Group. His ten books have reached 1.5 million readers and he has trained sales professionals around the world. Our Trainers are ready to work for you and develop a sales team you can be proud of. Email us by Wednesday and we're in your dealership on Monday ready to interview. When your dealership needs amazing results hiring new people, visit ATTENTION DEALERS: VISIT OUR WEB SITE AND REGISTER TO KEEP UP ON MONTHLY TRAINING SAVING SPECIALS. Our trainers are ready to show you our "WOW!" factor. (c)2011 by John Fuhrman - Permission to reprint this post in its entirety, including contact information, is hereby granted.

Categories: Dealer Operations, Sales Management & F&I, Sales and Sales Training

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1 Comment

Reply Steven Michelson
2:00 PM on May 15, 2012 
Imagine that. Here you were replying to a special offer where there was no chance for the business to earn an immediate profit. This establishment understands at the highest level the value of a customer and how to turn a free give-away into a customer who purchased a bottle of shampoo and will not only return for their next haircut , but quite possibly could become a customer for life. Additionally this customer would tell other people about their positive experience and satisfaction. All this for a customer whon spends less then $50 per visit and possibly less.

In the auto industry successful consultants understand this as well. They give their customers a great experience, by giving them a complete showroom visit process with no deviation and or shortcuts. while demonstrating that the customer's needs will be met in a comfortable supportive way.

Additionally the shampoo was sold on the first visit because the haircutter gave the customer a great experience and she knew it because of the questions she asked throughout the visit.

This has similarity to the car sales process. Follow your store's sales process entirely and in order, make sure each step was completed to the customer's satisfaction, and the customer's needs are being met and closing can become very easy.

If you skip steps or do not insure complete satisfaction at each step then closing becomes much more difficult if not highly unlikely.

It might not be the price that keeps you from the sale, but your process. Remember this example and make sure all your customers are receiving the same level of care. If this can be applied consistently and your customers are this satisfied as John was with his haircut, not only could you build a customer for life, but you will begin to get referrals. The referrals will come because your customer was completely satisfied, their needs were met, their questions answered and they know that you will treat their referrals in the same manner.

God luck.

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