You’re an expert, so act like one! Explain techniques, use social media, build your self-image, curate digital tools, and make a beauty plan to build your business.
The era of clients paying lots of money to stylists because they value the “relationship” is quickly dying. In our industry, having our clients essentially feel like friends was the business model for decades. Now, our clients are hungry for something more. They increasingly are seeking expertise and someone that they deem to have the credibility of a beauty expert. So, in the face of this sea of change of buying behavior from our customers, what can we do?! Here are several tips on how to build the perception of your expertise:
1. Take time during the service to explain technical nuances. Clients love to hear the intricacy of our techniques and it makes you appear like you should be on a stage like a famous platform artist!
2. Social media has been tremendous for many stylists because it allows you to communicate your talent. When people see a technique online that you created they assume you are a master in that technique. It’s like being on TV for those that aren’t fortunate enough to get on TV. I will never forget the story of a stylist who told me she didn’t have a single Keratin smoothing client. So, she started posting before-and- afters of keratin models she did. Next thing she knew she was getting tons of keratin requests. People thought she was a keratin specialist.
3. Self-Image. If you want your clients to think you are a world-class hairdresser, you have to look and sound like one. If you aren’t there yet, fake it. Pretend like you are an actor starring in a role of a great hairdresser. What would your character wear? How would he/she talk? What would her hair and make- up look like? I am sorry to say, but this matters just as much as the result of your service. I am sure some purists out there would debate me on this, but we can save that for another day...
4. Use digital tools to your advantage. Curate images for various looks to show your clients for consultations. Shoot how-to videos so they don’t have to go randomly on YouTube and find non-professionals to teach them how to get beachy waves etc.
5. Discuss a Beauty Plan for all 30 days of the month. Your job is to make them look good all the time, not just on the day they visit the salon. This includes teaching them how to style their hair, as well as recommending the right take home products. Contrary to stylists concerned about being too pushy, your clients yearn for this info. If they get it elsewhere, your value to them is being eroded.
President, Art of Business