Sponsored content by:
When it comes to navigating your men’s grooming business, the secret to success is all in the details.
Get Ready to Get Personal
These days your client’s time is more valuable than ever before, so being on time for his appointment is crucial. If you are running late, at least acknowledge him and discuss if the timeline still works for his schedule.
TIP: Keep them walking through the door, with signage that speaks to the men on the street.
Create the Experience
We all want to feel like we belong, and creating a men’s grooming centre in your salon is one of the best ways to put your male clients at ease. While they may not admit it, scalp massages are a big perk for male clients, and having your team know the secret to a massage done right makes it an essential part of your service. In addition, dedicating a retail space with American Crew’s product lineup and keeping this area clutter free and easy to access on their way out, will translate to added retail dollars for your business.
TIP: Have publications in waiting area that appeal to men and have someone escort to the retail area.
Talk the Talk
During your initial consultation, talk about your client’s style, and remember to listen and be clear in your explanations so that you have a solid understanding of what he wants. Base the style and service you deliver on the consultation. Walk him through the entire process. Giving a breakdwon of exactly what you’re doing as you’re doing it not only gets him involved in the service but also helps you gain his trust.
TIP: Use language that he can relate to, that you’ve established in the consultation, which will really help build a rapport with your client.
You’ve given him the perfect cut; now help him get his styling game on. If your client doesn’t have the right styling product, and know how then your work will be lost. As you create the finished look, explain to your client why you are styling his hair the way you are and give him some alternate options. This will help him get comfortable with his new look which ensures that he’ll become a repeat client.
TIP: Show him the styling products you’ve selected for him, and let him give the application a try.
Now that you’ve taken the time and createed a bond with him, bringing him back for his next appointment can be as easy as setting a routine. Walk him to the point-of-sale, remind him of the products you used, then pre-book his next appointment before he walks out the door. Use social media to your advantage and engage with your clients by inviting them to salon events and alerting them to product promotions. By keeping in touch this way, you continue to build your relationship with your client, establishing yourself as a trusted professional.
TIP: Follow up with your client a couple of days after their appointment and find out how they’re liking their new style.
Creating a Space for Him
Whether you’re in a barbershop or a salon, having a signature men’s section offers a unique client experience.
Picture Perfect: “Creating a photo wall with American Crew images gives the hairstylist an opportunity to talk about a particular look with their client.”
Personal Service: “Even in a barbershop, seeing American Crew really speaks directly to the clients and tells them that this is their personal stylist working with them, for a premium, luxury experience.”
Behind the Chair: “We have two stations with American Crew chairs and we’ve made that area more inviting with a fireplace in between. It creates an intimate setting that makes a big difference because they feel like they’re getting a premium experience.”
Space Station: “Having a separate American Crew section gives us room for more private consultations. We’ve found that our male clients are more comfortable talking about services such as colour.”
Product Talk: “We incorporate the American Crew shelf as the backdrop to our reception area to create the opportunity for product retail at the point of sale.”
Ask your American Crew distributor how to build your own man cave within your salon without incurring renovation costs. American Crew makes this possible!