Building Better Salon Retail in the Midwest

Lessons from the Midwest Roundtable with Nissa Davis

The recent ANHC PRO Midwest Roundtable spotlighted an inspiring conversation on salon retailing, led by Nissa Davis, Chair of the Cincinnati Club. Nissa is not only an accomplished salon professional but also the founder of ND Designs, a multicultural product company featuring two lines: the ND Designs Hydrating System and the ADÉ Natural Haircare System. With a deep commitment to education and professionalism, Nissa is driving a much-needed conversation about the state of retailing in Midwest salons.

Nissa Davis' Expertise

With over 38 years in the beauty industry, Nissa has not only built a successful salon career but also created product lines that cater to the real needs of natural hair clients. She integrates cosmetology knowledge with product development, offers continuing education to beauty schools, and innovates with community-driven initiatives like ND Designs' 5K Walk for Sarcoidosis Awareness. Her passion for scalp health, client education, and professional excellence make her a leading voice in improving salon retail practices.

Steps for Improving Retailing in Salons

Throughout the discussion, Nissa outlined a professional yet practical approach to enhancing salon retail performance:

1. Professional Consultation: Start every client experience with a professional consultation. Analyze the client's hair and scalp and set goals before any service begins. This builds trust from the very beginning.

2. Confidence and Presentation: Stylists must present themselves professionally — from personal grooming to how they communicate. A stylist's appearance and confidence influence client trust.

3. Education at Every Step: Educate clients continuously during the service — explain the products you're using, their benefits, and how they support the client's hair goals.

4. Prescribe, Don't Recommend: Think of yourself as a "hair doctor." Just as a physician prescribes specific medication rather than sending patients to browse pharmacy aisles, stylists must confidently recommend exact products for home care.

5. Samples and Accessibility: Offer product samples when clients cannot purchase immediately, reinforcing care and encouraging future sales.

6. Accountability: Follow up with clients about their home care practices and hold them accountable, guiding them back to professional care when needed.

7. Product Knowledge and Systems: Choose and use product lines that offer educational support. Understand your products deeply so you can troubleshoot client concerns effectively.

8. Consistent Client Communication: Build systems for newsletters, social media updates, and reminders that keep retail products top of mind between appointments.

How Midwesterners Can Improve Salon Retail Together

The Roundtable discussion made it clear: while individual action is essential, collective movement will truly shift the salon retail landscape in the Midwest.

One of the key challenges identified is the lack of supportive education from professional salon product companies. Many stylists are left without the training and resources needed to confidently recommend and retail products. Addressing this gap is critical to empowering salon professionals and strengthening the industry across the region.

Here are community-level strategies to drive change:

• Commit to Ongoing Education: Organize and attend professional education sessions focused on retailing, consultation skills, and product knowledge.

• Collaborative Learning Events: Hold workshops or roundtables where stylists can experience products hands-on, share best practices, and learn new client education techniques.

• Support Midwest-Based Brands: Prioritize stocking and learning about quality local and regional brands like ND Designs that are committed to professional education.

• Create Retail Accountability Groups: Form peer groups among stylists where members set retail goals, share results, and strategize solutions together.

• Integrate Retail Conversations into Services: Shift the culture of client conversations from "catching up" to building client education and trust around product use and home care.

Conclusion

Retailing isn't just about boosting income — it's about offering clients the complete service they deserve. As Nissa Davis emphasized, it's about professionalism, education, and care. By coming together to share knowledge, support local education initiatives, and build better consultation and retail practices, Midwest salon professionals can create a new standard for success.

If you're passionate about improving salon retail and professional education in the Midwest, join the movement! Participate in ANHC PRO's Midwest Roundtables every 4th Monday at 1:30 PM CT and be part of the change.

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Special thanks to Nissa Davis for her leadership, example, and unwavering commitment to raising the bar for the beauty industry in the Midwest.