Whilst delivering the recent Accelerator program, it struck me how cyclical life is. Many of the salon owners in this wonderful family network may remember the old days of the 365 perm and colour sale designed to fill up the troughs in our annual calendar?
From Retail to Education
In the retail session for both the Graduate and Accelerator program I encourage the young stylist to be the solver of problems. To consult with the client, identify her hair problems and her styling needs and give her the solutions. I like to change the word retail to educate!! One of the key aspects that has always baffled me about our industry is on a visit to a beauty therapist you may spend £50 on a facial and walk out with a bag of £200 worth of creams and potions to maintain that 30-minute facial. Yet somehow clients who spend £200 on their hair in the salon are reluctant to spend £30 maintaining their colour or new look, what’s the difference? What do therapists do that hairdressers don’t?
The Power of Professional Recommendations
Now here’s the thing, when someone spends £400 having extensions done, what advice does the hair extension specialist give? In fact, she doesn’t just tell, she demands! The client is categorically told not to use certain products – “you must use this brush, you must do this, you must do that – you definitely never do that!” – and the client invariably receives a “care card”. When you get a tattoo, you are told what not to do. correct? What cream you must apply and all of the things that you must never do! Now here is the chance for us to bring back that cyclical life aspect from back in the day when we used to give our clients perm care letters and colour care letters with all of the steps on how to maintain and look after their investment. Why did we stop doing that? (Maybe you didn’t stop?) What stopped us being the ultimate professional consultant, telling our clients what NOT to use! That those products will ruin the colour or the perm! Isn’t it time that we introduced – nay, re-introduced this lovely little gem.
Elevating the Consultation Experience
We all know of salons that will not bleach your hair unless you agree to take home the correct, recommended product. There are salons that deliver luxury colour services which include the recommended homecare package specific for that client. So I’d like to ask you to look at how you present your colour care! How do you recommend? How do you educate your clients on looking after that colour? Let’s not be wishy-washy and mumble a recommendation at the desk when the client mentally is already in Waitrose getting ingredients for her lasagne! Let’s be commanding and feel very, very confident about categorically telling our clients what NOT to use on their hair! That we actually have the correct solutions to their needs.
Put together a colour care card or goody bag. This will give your stylists the perfect opportunity!! Don’t forget to add #SalonLove into it!
Thanks
RichT
