Despite the current economic crisis, you can still boost colour bookings in your salon by educating your clients on all the options available to them. To help you achieve this, we’ve divided the clients you may wish to target into four categories:
- The One With Virgin Hair
- The One Worried About The Environment
- The One Cutting Back Financially
- The One Reducing Appointment Frequency
In the article we’ll be taking a look at clients with virgin hair, considering why they’re not taking advantage of colour services, and discussing the different approaches you can take to open up colour conversations in an effort to bump up your colour bookings.
The One with Virgin Hair
These are the clients who have never coloured their hair. The common reasons stated for this include a wish not to damage their hair and a reluctance to commit to ongoing maintenance.
How To Alleviate Your Clients’ Damage Concerns
When it comes to potential damage that may be caused by colouring, communication is key. Shu Lan Cheung, FFØR Technical Educator, explains: “Make sure that you’re understanding of your client’s concerns, but balance this with a practical point of view. For example, to reassure clients, I’d always advise talking to them about damage limitation and aftercare – I’d always make sure they leave the chair with sufficient knowledge of at-home treatments.”
Sometimes, putting the health of your clients’ hair first means going against their wishes. While this may sound controversial, Vicky Panting, Paul Mitchell UK Technical Educator, explains: “I will often recommend an alternative to a service if my guest is worried about damage. For example, if they want to go blonde, I’ll explain that we could do the service with high lift tint rather than bleach or lightener, however the end result may be warmer, or not as blonde, as their reference picture. I’ll always show them a new picture of the expected end result, to see if they’re happy.”
Combatting damage often involves a little forward planning. “Offer a strand test to determine the impact of the colour on their hair’s health, especially when bleaching,” explains Danilo Giangreco, Owner of Danilo Hair Boutique and Revlon Creative Artist. “This can alleviate their concerns and give them a sense of control over the process,” he adds. While some clients can be a little impatient when it comes to measures such as these, if they are genuinely concerned about damage, they will be willing to wait.
If a client has never had colour, or at least not for a very long time, then they may not be aware of all of the developments that have been made in the colour market. Because of this, it’s crucial to educate your clients on the benefits of various products. Katy Grimshaw, INNOluxe Superstar and Owner of Spectrum One, is already familiar with this approach. She says: “We always explain to the clients that as long as they use an in-colour bond builder, such as INNOluxe, and the correct professional quality aftercare products, then there should be very minimal damage to the hair overall.” Meanwhile, Samantha Cusick, Olaplex Ambassador and Founder of Samantha Cusick London, says: “We always recommend clients incorporate Olaplex into their colour services. In fact 92% of our colour clients opt to add Olaplex into their appointment. By adding it in, you eliminate the concern of damage – and what’s even better is that while you’re colouring the hair, Olaplex is working to repair and prevent damage.”
How To Ease Clients Concerns About Maintenance
It’s your job to educate your clients on the versatility of hair colour, and its many application techniques – some clients may not be aware that keeping colour looking fresh does not require constant, lengthy services, which may be keeping them from booking in for colour. There are plenty of ways to manage colour maintenance with longer gaps between appointments, or even shorter appointments. For example, Danilo explains: “Gloss or toner treatments in between full colour services can be a great add-on service to your blow-dry or ‘colour shy’ clients. They’re a less expensive alternative to full-colour services and can add shine and enhance the existing colour of the hair without a drastic change.”
Meanwhile, Vicky Panting, Paul Mitchell UK Technical Educator, suggests: “Why not offer balayage blending appointments? These are a great way of revitalising your clients’ balayage, without them needing to sit for the same length of time as a full service.”
Paying closer attention to clients with virgin hair is just one way you can boost your colour bookings. Have you thought about
Feature Image – Wella Professionals