The art of body language in the hair salon

Both you and your clients' body language can speak volumes, but too many people let those unspoken signals pass them by unnoticed.

We caught up with Scott Smurthwaite, founder and director of Cream, which has salons in Cheltenham and Gloucester, who has grown to appreciate the power of body language in his 22 years of running a successful salon business and training academy.

As part of his staff training programme, Scott encourages team members to use body language to improve the client experience and to recognise when clients are using their own body to communicate. Here are his top tips.

• Express yourself
  
  After your face, hands are the most expressive part of the body. Used during a conversation with a client or a member of staff, they can communicate volumes. When explaining something, think of an orchestra conductor and the way they exaggerate their movements to direct the passion and emotion in the music. Use hand movements in time with your words to emphasise an idea or the structure of a haircut.



• Don't hide your hands
  
  If you hide your hands behind your back or in your pockets you give the impression you don't want to communicate. It looks as if you lack enthusiasm or conviction in what you are saying.



• Nodding encourages people to talk
  
  Encourage clients to express their needs by nodding as they talk. This communicates to a person that you are interested in what they are saying, you are engaged and motioning them to carry on. To end a one-sided conversation, signal that you are ready to talk by throwing back your head and making eye contact.



• Don't be afraid to touch
  
  By mastering the art of touch you can turn a complete stranger into a friend. The slightest touch will form a bond more quickly than a long-winded conversation. When leading a client through the salon, gently guide her with a touch to the arm, this will make her feel that she is being taken care of and secure. A warm handshake or quick kiss on the cheek as they leave will confirm a bond has been formed.



• Use body language to diffuse a situation
  
  When a client has a complaint take them somewhere quiet so that you can give them your full attention. If there is a lot of activity going on, your eyes may dart around giving the impression you are not focused on what they are saying. Sit the person at a 45 degree angle - this is less confrontational than head-on. Tilt your head to one side to indicate you are sympathetic. Watch their body language. They will visibly start to relax as they become less agitated. When this happens you can begin a two-way conversation.