Promote your colourists to boost colour business

You've invested time and money on training your staff who are highly skilled and up to date on the latest trends. But, are your clients aware of this? If you're not promoting the fact that your colourists are the best in the area, then you're missing a trick.

Your team will be motivated by going on regular training courses, but they will be even more excited if clients ask them questions and their skills attract new customers into the salon. "A guest in our chair for a hair cut is an opportunity to promote our colour business," explains Amanda Harvey from The Cutting Room in Putney, London.

"By talking to our clients about colour, we demonstrate our expertise, and the benefits of using professional-only hair colour."

Communication is key, whether it is verbal, or written in menu cards and marketing material. 

So, what can you do to promote your expertise? We asked a host of top-name salons to give their tips on promoting colour experts in the salon.

Amanda Harvey, The Cutting Room, Putney, London

1. Display workshop certificates in the salon, and encourage the team to discuss new techniques or courses that they've been on with clients.
2. Use creative wording in the colour bar menu. I would rather be offered a hair colour called 'Black Forest Cake with Peek-a-Boo Cherry Filling' instead of 'brown colour with red slices'.
3. Show clients the intended results with mannequin heads or imagery.

John Carne, John Carne Hairdressing, Guildford, Surrey

1. Create a dedicated colour room to enhance the professionalism of your colouring expertise.
2. Include your own techniques and imagery in your PR and marketing material to highlight and showcase your skills. 
3. Create a hair advice centre on your website to advise on various techniques and problems.

Charlie Taylor, Charlie Taylor Hair, Health & Beauty, Perth

1. Talk about colour - your clients want to know what you think will suit them. Give advice on tones and shades, taking into account their lifestyle.
2. Aftercare advice is important; all clients want to know which products will maintain their new colour for longer.
3. Offer your client a complimentary colour consultation, and don't be afraid to introduce a change.