Goldwell exemplifies relationship selling with their salon personnel
and clients in Goldwell salons. Relationship selling is a sales practice which
builds maintain and enhances interaction with customers to develop long term satisfaction.
Goldwell accomplishes this process by giving specific educational seminar to
salon personnel in all aspects from displaying retail items to application of hair
products. Like I have said in a previous blog post the seminars are low cost to
salon personnel if they are salon alliance members. Attending these seminars salon personnel also
become certified in different categories which will appeal to salon clients.
Goldwell retains loyal salons as customers but also retains loyal color clients as customers as well. Goldwell has done this by creating a new color segment line which are for women who have been using their products but are now aging and have a want to cover their new grays. This allows women to continue using their normal well known product which they have been using all along.