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Sales & Education | Case Study

http://www.matrix.com/our-products/haircare/total-results/new-heat-resist-
by

Tina-Gaye Bernard

on 23 July 2014

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Transcript of Sales & Education | Case Study

Sales &
Education

The Challenge
MATRIX is No. 1 American professional hair care brand in the U.S.; Total Results™ is its accessibly priced brand.

In recent years, the boom in blowout is seen across salon independents, chains, and even department store. Given the stage of the product life cycle, the brand’s new blowout line Heat Resist had to differentiate aside from price.



The Solution
Collaborated cross-functionally with field sales and education to develop compelling support collateral – blowout service menu, profit story, and intro kit deal savings to overcome objection/drive trial along with in-salon GWP and merch tools.

Heat Resist has formulas that work, do what they say, with great fragrance, all at affordable price. To close the easy sell of large intro kit, educated sales teams to pitch:
PINK - profit story, incentives, needs, key messages

Profit story cost per application/express blowout service is simple math to grab attention on earning more revenue; also multiple item retail purchase from the heat protection claim as a system

Incentives - added value mini flat irons and sample packettes

Needs - the wow of "now" this range meets demand for a trend here to stay and that addresses the flip concern of heat damage

Key Messages - 1) drive customers through strong visuals that call out existing salon service AND 2) drive retail sales with incentives and small kit offer



The Results
Achieved new blowout line sales conquest large intro kit 89% sell-thru, new accounts 7%, 90% YTD net sales goal.
 
Earned consistent commendations for sales presentation delivery to field and distributor conference attendees.

Featured quote in American Salon Magazine, "The Beauty Authority", in the article In Studio "Hot Pursuit", March 2014 issue, page 76. Commentary on heat damage to hair and technology in new blowout line to address along with the expertise of other industry executives on product selections that work in tandem with styling tools.
Visit http://www.americansalondigital.com/publication/?i=196950&p=78

 

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