Planning ahead This is the most obvious time to provide clients with an opportunity to purchase products, or book appointments for additional treatments/services. When stylists are working, they have a captive audience (for the most part) and the time to chat with clients. However, as with all communication, stylists must be careful not to abuse the situation, or use it in ways that would be upset the client. Helpful tips When making recommendations, stylists should: 1. Never use the hard sell. People don’t like to be pushed or pressured into their purchases. 2. Specify exactly why they are recommending a specific product. Stylists could say, “Well, you have very curly hair, which I know you sometimes find difficult to manage. This new product “x” is good for you because it’s all natural and specifically created for managing curly hair.” 3. Make time for client responses and questions. This shouldn’t be a monologue, but a conversation. Stylists should remember to occasionally ask, “What do you think?” or “Are you looking for any additional products right now?” 4. Remember that no means no. This has been mentioned before, but it’s worth repeating. When a client says they can’t afford anything more right now, stylists should take them at their word. Stylists should never try to persuade clients to do something just to earn more money. 5. Always offer the most affordable options you can. People appreciate it when others try to help them save money. Special personal products are a luxury today and not everyone can afford them. Presentation In today’s world, people are dressing in increasingly informal styles. Stylists should verify their salon’s policies on how to dress for work. However, there’s something to be said for the “well-dressed professional.” This doesn’t mean stylists need to purchase thousands of dollars in professional business clothes. No one expects a stylist to wear a suit to the salon. However, a nice pair of pants with a well-tailored top gives clients better impression than sloppy jeans and an old t-shirt that doesn’t fit properly. Here’s one example of a salon dress code: The following is not allowed: poorly fitted clothes, tank tops, undershirts, mini-skirts, shorts, athletic shoes, casual flip- flops, long pants that drag on the ground, and sweatshirts including those with hoods. No midriffs or excessive cleavage. Rewards A reward system is one of the easiest ways for stylists to thank their clients. As with all initiatives, stylists need to clear this with their salon first. There are a number of parameters for a reward system. For one, you can reward customers who come in regularly for cuts, color, highlights, etc. Establishing a referral reward system is a great way to reward customers who refer friends and colleagues to your practice. You can also reward customers who leave generous tips, or first-time customers in order to encourage them to return. Now, the question is, what kinds of rewards are appropriate for clients? Discounts are one of the most appreciated of all rewards. For example, customers might receive a 20 percent discount on services if they refer a friend. You can offer discounts in person or online as coupons. Coming up with a reward system that includes the community is a great way to grow your business. For example, run contests through a Facebook page or personal website. Stylists might have a raffle, or a client referral contest. Stylists should encourage people to participate and have fun!
6. Remember to thank clients when they do spend extra on additional products. This is their hard-earned money and they’ve (probably) used it based on the stylist’s recommendation. This is probably an obvious marketing and communication strategy. One way for stylists to promote their business is to have repeat customers. The best way to do this is to offer the customer something in return for their repeat business. If someone comes in every six weeks for a haircut, perhaps a stylist could offer that customer a slight discount. However, the stylist should verify this with the salon before making any such offer. The stylist should be clear with clients that they receive this discount because they’re coming in on a regular basis. Returning clients are the key to growing a business at a more rapid rate. If a stylist retains half of her new clients, then 0 percent of all that hard work and expense involved in gaining those new clients has been wasted. But what about the other half? The stylist is also losing lots of potential income, because customers are spending their money elsewhere. There can be many reasons why a client doesn’t return. Maybe they weren’t happy with the treatment they received, or perhaps they weren’t made to feel special by staff members during their time in the salon. Whatever the reason, stylists need to make sure that these clients give them a second chance. The stylist needs to prove that they work at right salon for them, and that means getting those new clients back through the salon doors. The next section of this course focuses on how to keep clients coming back. Here’s another dress code and personal appearance policy: Black, white, or gray clothing only. Any shade of gray is acceptable. Colored accessories are acceptable and include shoes, scarves, earrings, bracelets, necklaces. Hair must be styled at all times (no one may work with any color or foils on their hair; your hair may not be wet). All pants must be properly hemmed, and may never drag on the floor. No sneakers or flip flops may be worn. Dress attire must be trendy, business casual. The easiest way for a stylist to accommodate daily dress is to buy two to three pairs of neutral colored dress pants. Blue, grey, black, or brown are the best choices. Stylists should also purchase several white, black, blue, or grey blouses to coordinate. In this way, stylists can switch them around and have several outfits to wear. Another great way to engage customers in a reward scheme is to have special anniversary appointments. Birthday specials are an excellent way to make clients feel appreciated, and like they matter to your salon. Offer clients free samples or discounts on services, or even go above and beyond and get a coffee and muffin from the local café. Another option is to set up a system so that after ever ten or so appointments, clients receive something as a thank-you. Lastly, stylists can do something extra to mark special events. If styling clients for a wedding, anniversary, or other special event, offer something for the big day. For example, stylists could offer a bride a blue ribbon or hairclip. Or it could be a lovely card to wish them all the best. Clients want to be thanked! There is no other way to say this. While it’s true that stylists provide a professional service, people still want to be thanked for their patronage. Stylists should remember to find a way to thank all your clients on a regular basis.
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Book Code: ENC0824
EliteLearning.com/ Cosmetology
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