He hasn’t bought it yet
How you can increase your hair salon’s revenue with a sales mindset
Not long ago, Martin sent me a WhatsApp message again: “My new book is coming out soon — it’s something completely different. You should really take a look at it, my dear Jens!”
I can’t say how long we’ve known each other — it feels like an eternity. Whenever I think of Martin, the first thing that comes to mind is the book of his that impressed me most: “He hasn’t bought it yet!” For creative minds, it’s a wonderful guide to looking at things from a different perspective. It has often helped me to find and implement new approaches in my business.
The first edition came out in 2011, and my copy is probably among the very first to be published — signed by him with a date: quite an honour. Today, in its 12th edition, 60,000 copies have already been sold. It even includes two new chapters with insights into his experience establishing remote sales and the challenges that entrepreneurs, salespeople and employees face in the context of inflation and economic crisis.
I called Martin and asked him for the following interview, in which we applied the tips from the book directly to the “everyday business of a hair salon.”
Jens Dagné: Martin, in almost every staff appraisal the objection comes up: “I’m not a born salesperson.” And then the topic is usually quickly dropped.
Martin Limbeck: I think that’s nonsense. Good selling is not a matter of talent — it’s a craft that anyone can learn. Just like your hairdressing craft.
Give us an example.
I’ve experienced it countless times myself. You’re sitting in the hairdresser’s, your hair is being shaped — and as a salesperson, I’m at a loss for words when hairdressers simply fail to use their opportunities to build customer loyalty and throw away enormous revenue potential. From a professional standpoint, that’s almost “failure to render assistance.”
Many of our readers will surely know this challenge all too well.
Exactly. That’s why the topic of “advising and selling” needs to be actively addressed. The good news is: it’s not at all hard to develop a sales mindset that helps increase revenue. All it takes is the right attitude and a few tried-and-tested strategies.
Why is selling in a hair salon so important?
I remember one of my first sales training sessions for the hairdressing sector. I was in my mid-twenties and was completely caught off guard when a participant said in a role play: “What do you know? You’re not a hairdresser!” That hit home. Why am I telling you this? Because many hairdressers don’t actively sell out of fear of annoying their guests. And yet a visit to the hairdresser is more than just a service for guests — it’s an experience. And that’s exactly where the opportunity lies: to become active not only in craft but also in sales. Selling doesn’t mean pushing something on someone — it means offering the guest exactly what helps them. The key is to present yourself confidently and convey your knowledge in a way that enthuses the guest.
How does a hairdresser become a successful salesperson?
Start by developing a sales mindset. The first step is the right attitude. In my book “He hasn’t bought it yet,” I emphasise how important it is to shed the fear of rejection. A “no” is not the end of the world — it’s part of the process. Every guest who leaves the salon without buying an additional product or service is a missed opportunity. Ask yourself: “What would have happened if I had simply asked?”
Beyond that, hairdressers should actively use cross-selling to unlock hidden revenue potential. This means offering the guest a complementary product or service in addition to what they came for. For example, if you notice while washing their hair that the guest has a dry scalp, that’s the perfect moment to suggest a moisturising shampoo or a scalp treatment. Observe your guests, listen attentively and offer suitable solutions.
Upselling can also be used profitably in hair salons, by offering the guest a higher-value service or better product. A classic example: a guest comes in for a haircut — why not suggest an additional conditioning ritual or a more intensive treatment that leaves the hair shinier and healthier? The key is to make it clear to the guest what added value they gain from the higher investment.
How do you best phrase such offers?
Whether cross-selling or upselling — the approach is decisive. Frame offers in a targeted yet unobtrusive way, for example: “I’ve noticed your hair looks dry. I could offer you a special conditioning treatment. Shall we try it?” or “I can recommend a set of Colour Protection Shampoo and Colour Protection Shine Restoring Conditioner — it keeps the colour fresh for longer.” Closing question at the till: “Would you like just the Protective Volumising Shampoo, which is perfect for your long hair, or the Protective Repair Mask as well?” You ask actively, but in a friendly way.
So Martin, in your book it says: “Selling means advising.”
Exactly. Selling is nothing other than advising. It’s about offering the guest a better solution to their needs. For yourself and the whole team, the top priority should be to listen attentively and offer fitting solutions. This makes selling a natural extension of the service.
The hair salon as a sales professional?
A hair salon is more than just a place for haircuts — it’s where you appear as experts and offer your guests that decisive added value. With the right mindset, targeted cross-selling and authentic upselling, you increase your revenue while strengthening customer loyalty at the same time. And always remember: he hasn’t bought it yet! You have nothing to lose by making your guests additional offers — but everything to gain if they say yes.
Thank you so much, dear Martin, for your time and the valuable tips!
TIP: With his new book “A Dog Named Ego and the Big Questions of Life,” our interview partner is determined to reach number one on the Spiegel bestseller list. So let’s simply grant him that wish! There’s always a reason to give someone, or their team, something exciting to read …
