Sales and marketing consultant Sue Remes gave salon owners and stylists this inside scoop on what clients are searching for in the beauty world, and how they can make the most of these trends at the Kevin.Murphy Join.Me event hosted by Toronto Barber and Beauty Supply.

Although much of the beauty industry has become such a DIY-dominated area for clients, salon owners and stylists have more opportunity than other beauty professionals because the necessity for clients to get their hair cut in order to feel better about themselves opens up the door for other services and business growth.

1. Give clients the most value for their experience

Since the recession, clients and consumers are looking for the most value for their money, which means they’ll be looking to see if they can get a better experience for the same or less money elsewhere. As the salon owner or stylist, it’s your job to ensure they’re getting the most out of their experience.

2. Other salons aren’t your competition

Don’t be concerned with competing against other salons for their retail needs, as Remes explains, “there’s no research that supports that clients who walks into your hair salon for a service goes into another salon to fulfill their product needs.”

3. Consistency is key

Remes explains, “Consumer confidence increases when consistent results are produced,” and clients become so loyal because they “want to know that what they see and feel one time is what they can count on in future interactions.” Fluctuations in service result in disheartened referrals.

4. Relationships factor into the consistency equation

Service should be just as good no matter who your client sees—if a stylist is too busy or is away or has left the salon, the last thing you want to do is lose the client as well. Create the community—have stylists introduce themselves to clients when they come in, even if they’re seeing a different stylist. You want the client to sign up for the entire culture of the salon and the whole experience, not just the stylist or colourist.

5. Create the luxury customer experience

Your business is “very wrapped up in the luxury service you provide,” which you should be striving for no matter what sort of salon you have. Whether you have a large spa-salon or a small blowout bar, the luxury service should be present in every service.

6. Educate your clients on retail products

Clients want to be navigated through products to find something that meets their needs. Remes explains, the two most important areas of retails sales for clients are “product knowledge, ability to help select products and help client make the appropriate choice; category knowledge; experience and finding alternatives if that product doesn’t meet the client’s needs.”

7. Be experts in all areas and capture your client’s attention

Talk to the clients in your salon to find out how you can fulfill more of their needs, including skincare treatments, manicure-pedicure services, retail products and hair colour and cutting services. Offering a quality service is everyone’s responsibility from the assistants to owners and in every staff member in between. You can no longer choose one area of focus, but need to excel in technical, retail knowledge and operational expertise and customer experience.

Want to get more tips from Sue Remes? Get ready for the three-day Kevin.Murphy Back to Blue educational event in October 2015!