Why it’s crucial to empower your guests with product knowledge and technical information.
If keeping up-to-date on the latest hairstyling and colouring techniques is important to you and your staff, it makes sense that it’s necessary intel for your clients, as well, since the information will not only help cement your relationship but also positions you as their to-go beauty guru.
As a hair expert, you should be perceived as the best and most reliable source of information when it comes to your client’s quest for style. And educating your clients plays a key role in creating that trust.
“In a hair salon, a proper consultation goes right down to the at-home maintenance products, so that the look you’ve created stays fresh as long as possible,” says Valérie Francisque, chief regional sales manager of eastern Canada for L’Oréal Professionnel and Kérastase. “This is what makes you look like the professional you are, and justifies the cost of the service. It’s also what creates a bond with your client and helps solidify your credibility.”
When your client is in the chair, try to keep the conversation on topic—hair, that is! “You should always keep in mind that your role is to inform
and share your expertise with your client to build a strong relationship,” Francisque adds. This is also what will set you apart from more hairstylists in establishing your role as a hair professional and educator to your clients. “I always like to compare stylists to doctors. A client books an appointment with a professional hairstylist because there is trust and a level of proficiency that’s expected,” she says. “The goal is to communicate the newest, most relevant information from the hair industry in a setting that creates an uplifting experience.”
Now that Google has widely democratized information, everybody has access to the latest news and trends in every possible field. So, it’s very
likely that the consumer sitting in your chair has already done her own research before stepping into the salon. “The
role of the hairstylist is to validate that information or to set the record straight. And this is where educating your client goes a long way, because it’s a language the client can now understand.”
In order to maintain the level of expertise your client expects from you, Francisque recommends scheduling as many classes as possible for yourself throughout the year. “There are so many technological advancements happening all the time, at every major brand, that you need to understand and communicate this information quickly and efficiently. It’s a question of staying relevant as a haircare professional,”
Also, remember that by sharing your knowledge, you don’t need to “push products” as much, but instead you empower your client
Tips to Educate Your Client
According to François Ferland, regional education manager for KAO Canada in Quebec, hairstylists should share their knowledge with clients in order to:
- Position yourself as a responsible hair professional who is concerned about the quality of your work and its results
- Heighten your credibility and establish a relationship of trust with the client
- Help an informed client better understands the products he or she uses
- Communicate the correct information about key ingredients, and justify certain costs associated with professional products. If clients understand the technology and all the R & D behind the products, they will be more accepting of pricing.