Considering the client journey is essential to success

In a world where customers have their pick of choices - not just in one town or city, but often on a single high street - it’s important to provide a strong point of difference to your competitors, says Steven Gunnip, director of Salon Evolution.

The client phone call

For salons, everything begins with front of house. Even if your business does not have a dedicated receptionist or team, every time the phone rings a member of staff should assume this role. A friendly and welcoming tone is essential, making sure that the client feels relaxed and excited about their appointment. Customers are always looking for the feel-good factor and will respond well to a business that makes them feel special from the word go.

Arriving in the salon

Remember that, for many clients, a hair appointment is a real treat and a time in which they can truly relax and be pampered amidst the hustle and bustle of their daily lives. Time and time again, clients remark that the salons they return to are the ones that indulge in the finer details – asking them about their family, for example, and knowing their likes and dislikes straight off the mark. Positive communication doesn’t always have to be about the words that are used, but responding to the client’s needs and wants in a way that is individual to them. It’s the little touches that can make all the difference to the overall client experience to give them a sense of 'me time' that they may not receive elsewhere. From popping open some bubbly or offering a chilled beer or glass of wine upon arrival, to presenting clients with a homemade brownie or piece of fresh fruit alongside their drink, or changing up your magazine selection to include some glossy fashion titles alongside hair publications, it’s the small details that clients will remember. Every successful salon in the world offers this kind of service and it can truly set your business apart from local competitors and increase the chances of repeat appointments.

The consultation

The consultation is perhaps the most crucial part of the entire client journey and is one of the best marketing tools you have. While many hairdressers believe they have given an in-depth consultation, the reality for the client can be very different. Good client communication is very much a two-way process and is as much about listening to what the client says as imparting your knowledge. Spend time getting to know your client and their needs, as well as what they hope to achieve during their appointment. Every hairdresser has a wealth of knowledge under their belt, so making sure that you can communicate this knowledge to the people that will be most receptive to it – your clients – is crucial. Relay your expertise in an informed yet friendly way, rather than using a very sales-led pitch, to show that you want the best for the client and their hair. Remember to listen and learn at all times. Consultation skills cannot be practiced enough and should be regularly revisited through training. Words can often come attached to subconscious imagery, so omit the use of words such as ‘not’ when you talk to clients as this can create negative feelings, and instead focus on using more affirmative language. Ensure clients leave your salon on a high note with a genuine positive comment from a member of staff - anything that will create a great feeling in the salon for when the client departs. The ultimate aim is to leave clients with the ‘wow factor’ at the end of their appointment. Positive communication throughout the client journey is all about subtly embellishing a client’s experience step-by-step to make them feel good from beginning to end. The better you can make a client feel, the more likely they are to return. Salon Evolution is a business development and marketing agency that works side by side with salons, helping to future proof their business, eradicate down times and reach their target market through carefully executed brand exposure. Find out more at www.salonevolution.co.uk or follow them @salonevolution