From technical tricks to treating virgin (hair), superstar colourists from around the country offered up their best advice on how they build and maintain a strong colour clientele.
By Melissa Hill and Yasmin Grothe
1. Communication is Key.
“The verbiage used to describe colours to clients is key. Romance them with yummy words during the consultation. I like to use words around something that we can all relate to: food! I might say for example: ‘Today, I was thinking that it would be pretty to infuse some threads of cayenne into your existing chocolate foundation and spice up the hue of your color for the fall.’ Doesn’t that sound good? Clients just don’t care what a 7KR is.”
Joan Novak, hair artist, Goldwell Core North American Artistic Team, owner, JoNo Hair, Whistler, BC
2. Woo the Virgins
“Any client in the salon getting a cut, but not colour, has a short colour consultation to plant the seed. We want to service the client completely. If they have time and we can fit them in, we will do the colour right away, otherwise, we write down the recommendations on a business card for later. About 80 per cent will stay and have colour that day if we’re able to do it. Of the remainder, about 80 per cent will come back again later for colour.”
Susan Hayward, senior colourist and ID Artist for L’Oreal Professionnel, Taz Hair Co., Toronto
3. Spread Your Focus
“Don’t forget clients that have grey hair or even your male clientele. This is the perfect opportunity to utilize your demi-permanent colors to just blend and soften the grey with out giving 100 per cent coverage, which means low commitment for the client. If your client likes her natural grey hair, you can offer a clear gloss that will not colour her hair but simply add shine and condition and control coarse wirey grey hair. Even if you get turned down the first time, don’t become discouraged. You have planted a seed that will get your client thinking about a service he or she has not considered and it may not be long before you see his or her name booked in your column for a colour service.”
Karyne McKean, key technical advisor, Joico Canada
4. Be Budget Conscious
“Promote express colour services to existing clients who are either cost conscience or always pressed for time. With the latest technologies, like Schwarzkopf’s Colour 10, clients can manage a lunch hour appointment and by saving time and money, they will be able to increase the frequency of their visits. They will always look good, which reflects positively on the salon.”
Lou Petrie, owner, Echo Hair Studio, Kingston, Ont.
5. Keep Them Coming Back
“Be honest with your client. If her hair can’t take it, I won’t do it—bottom line. Build your business on integrity. If what a client is asking for is not suitable or the hair can’t take it, I go to a quieter corner of the salon, get a stool, sit face to face and talk to her. I never criticize the choice, but I talk about how an alternate choice might be more suitable to her skin tone, features or her hair’s condition. Or I ask, ‘Can I tell you what I would do if you left it 100 percent up to me?’ Humour works too. Sometime I’ll say, ‘I can do it and would you like paper or plastic to take your hair home in after?’ I have built my business doing corrective work so these are conversations I have every week.”
Crystal Brown, Technical Director, Ricci Hair Co., Edmonton
6. Keeping Your Edge
“Education is the most important thing in any business, and it’s especially important for colour, because that’s always changing. You don’t want consumers to know more than you do. Our salon’s main line is Schwarzkopf and we get educated at least seasonally at the salon on new products and trends. We also meet internally to discuss the latest looks and techniques or we’ll get a model and try something out at the salon. We really try to share our knowledge here.”
Lydia Javier, head colourist, Afif Salon, Toronto
7. Achieving Great Colour
“To maintain fabulous looking colour, I suggest semi-permanent shine treatments like Diacolor Richesse from L’Oréal Professionnelle, which is ammonia-free. It’s a great add-on service at the end of summer, and a great way to boost revenue between more extensive colour services. Obviously, I always suggest using colour-friendly shampoos, too.”
Véronique Beaupré, Local B, Montreal
8. Stay On Top of Trends
“Brighter reds are really hot this season. Instead of the blonde bombshell, it’s going to be the red bombshell for fall 2011. People are more willing to take chances. Red is beautiful, it makes you stand out in the crowd. Red can suit anyone, depending on the shade you choose.”
Judy MacDonald, The Hair Factory, Halifax
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