Every day I meet a woman who hates her hair. Everyday. The feel of it, the look of it, the texture of it, the length of it, you name it, there is something about their hair they just do not like. The commonality all these women have – they loved their hair when they were in their stylist’s chair. As every woman knows and few will admit – when you are having a good hair day, you love your reflection and you feel like anything is possible. These women loved their hair the rest of the day. They received compliments in the express check out at the grocery store and from the clerk at the drive thru window. They received compliments from their loved ones at the dinner table and couldn’t help but to try to catch their reflection where ever possible. They woke up the next day, excited to do their hair and take on the day…and that is when it all fell apart. The compliments from the previous day became a distant memory and their belief that anything was possible all but vanished because after 30 minutes, they couldn’t style their new ‘do and they began to feel like a failure, they began to feel stupid that they couldn’t even accomplish the most simple of tasks, like styling their hair. All because they never received a proper product consultation from their stylist. That’s right, I said it. As a stylist, when you teach your client about what products to use and how to use them, 90% of your clients will be able to achieve the same style at home and will continue to have the same confidence in themselves that they had in your chair.
Everyday, and I mean everyday, you will find me teaching a woman how to use the product she already has. As you know, I manage a retail shop/Salon. I carry over 25 professional hair care lines and I love to sell. That being said, when a customer, lady or gent, comes into the shop with a concern over their hair, I always ask what they are using and how they are using it. Many times they are using the proper product, just using too much or too little of it. Sometimes the product they are using is not the proper product for the style they are trying to achieve. When I explain this to them, the first thing they always say is “why didn’t my stylist tell me?” – a question I often ask myself.
For all the stylists, Salon managers and Salon owners, our beloved industry is based on service, customer and client service. Educating our customers and clientele about their hair – not only cutting, coloring and styling. A key component to the consultation is being overlooked, the product and styling consultation and the retail sale. For those familiar with my Salon tales, you know I am a firm believer that retailing in the Salon is a must. It adds to the Salon revenue, it adds to the credibility of your stylists and it helps your clientele keep the look, feel and style of their hair after they leave the Salon. When they love their hair, they love you. When they hate their hair, well…you may be off their Christmas card list.
I have heard from many stylists that they don’t have time to retail products. I am here to tell you that you do. You have your client in your chair for a minimum of 45 minutes. You are chatting with them the whole time they are in your chair. You are reaching in front of them or around them for the products you are using in their hair. Many times they actually say “Wow! That smells great! What is that?” – if that isn’t an introduction to sell them the product they need for their new style, I don’t know what is. If you can talk about the Real Housewives and their escapades, you can take a moment to chat about their hair and how to take care of it. Being me, here is a little list to follow;
– while their color is processing, explain to them why using your Salon professional shampoo and conditioner are vital to keeping their color vibrant and their hair manageable.
– when your client is going for a fun and funky look with vibrant colors like red or blue, explain the importance of using the proper products to keep the colors vibrant for as long as possible. Explain to them how to wash their hair so the colors will not bleed together.
– while you flat iron their hair, use a flat iron spray and explain that it helps to protect their hair from the contact heat of the flat iron. Explain why you are using it and how much use.
– when curling your client’s hair, explain to them the difference between your Salon professional curling iron and the curling iron’s you can find at the department stores. Let your client know that the heat and quality of your Salon professional curling iron is the reason why their curl lasts.
– explain what the product is that you are using and how to use it. For example, if you are using a root boost, explain to your client it is to be applied at the root on damp hair before you blow dry.
– be sure to let your clients know that all your products are unisex – that anyone, man, woman or child can use them. I have met many men who loved a certain product but thought they couldn’t use it because their wife used it, and vice versa.
– when applying a conditioning treatment, explain the importance of it and the importance of using one at home on a weekly basis – especially for your high lift blondes.
– for your girls with curls – explain how they can embrace their curls with the proper products – that humidity resistant products will combat their frizz, there are gels and creams for curl definition and retention. That there are lines out there specifically designed for curly hair.
Take the time that you already have to educate your clients about their hair, plain and simple.