September - Stylist and Salon Newspapers

Turn Service into an Experience
by Amy Colvin
Customer Service is the phrase of the
decade. It is defined as: “The provision of
service to customers before, during and
after a purchase,” and “A series of activities
designed to enhance the level of customer
satisfaction. That is, the feeling that a
product or service has met the customer’s
expectation.”
Although this may be the definition of
customer service, the issue is that everyone
knows this, expects this and seeks a place to
experience more than just this.
Factually, we may please our client. They
may get more happiness from you than any
other salon. They even may see the value for
the money they are spending.
All these facts are essential for good
customer service. However, is that enough
to keep a client? You probably are a great
stylist. Heck, you may even be the best in
your state. Nevertheless, if you are not doing
more than the above, you may be at risk of
losing business.
So, how do we step up customer service
these days? What do clients want when they
step into a salon? Let me begin by saying
this, clients are not simply customers, they
are people. They live, breathe and feel. We
have turned into a professional industry,
and customer service has lost its feeling and
emotion. Thank goodness we are serious
about being professional, but why can’t we
combine the emotional connection of yesteryear
with the professionalism of today?
Stylists want to be taken seriously. We are
often compared with the medical profession,
but doctors have time restraints, and
only enough time to diagnose and prescribe.
We have time to listen, diagnose, prescribe,
teach, bond and care. Do not miss this opportunity.
The power we hold is underrated.
Think about this…a big part of a person’s
mood and personality for the day is influenced
by how their hair looks.
Most chose this profession due to their
love of people. Care “about” your clients
instead of “for” them. Help them achieve a
great mood every day. Instead of just giving
customer service, start giving a customer
experience, which begins the moment you
greet them.
Smiling is your first interaction with
your client. They see it before they even
meet you. Welcome them to your salon
as if you are meeting a long lost friend for
lunch. Introduce yourself, look them in the
eye, shake hands or even hug them if it is
appropriate. Maybe throw in an icebreaker
about the weather. Make them feel at ease,
at home. Take your time even if you are
rushed. They need to sense they are the
only one on your mind. They are the most
important subject for you at that particular
time. Stay “in the moment.”
Guide them to your chair. Stay close as
opposed to rushing back and expecting them
to follow. Make sure to consult with each
client, even, and especially, the ones who
have been your clients for years. The goal of
a consultation is more than just talking with
them. It is about gaining their trust, listening
to them, and repeating their words back to
them. One small thing that makes a notable
difference while consulting is raising the
chair to your eye level so you are not talking
down to them. Listen while in front of them
instead of through the mirror.
Let me give you a profound statement
that will change how you consult: “It’s not
the client’s responsibility to communicate
how they want their hair. It is the stylist’s
responsibility to find out what would make
the client happiest.” How often do you hear
clients say, “I’m not sure if I’m explaining
this right,” or “I’m not sure if this makes
sense, but…?” It is our job to help them
communicate. The worst statement ever said
in a consultation is “How would you like me
to cut your hair today?”
Listen, repeat, ask intelligent, inquisitive
questions, understand and communicate always.
Teach them. Remember the old Vidal
Sassoon commercial that said, “If you don’t
look good, I don’t look good”? That is, oh,
so true. If you teach them to do their hair,
they are a walking advertisement for you.
Do you ever hear a client say, “I’m not sure
if I’m doing this right (referring to the
styling)”? When I hear that, I tell them, “If
it looks good, then you did it perfectly.”
Products are a large part of this lesson. Remember,
you are not “selling” them; you are
“helping” them. They want help, and if they
don’t get it from you, they will get it from
someone else.
When completing the service, the worst
phrase to use is, “Call me if you have any
problems.” If you tell them they might
have problems, then they will. Replace that
phrase with, “Call me if you have any questions.”
It works.
These are just a few tips to help transform
our service into care and concern for
not the money that sits in our chairs, but the
people. Change their lives. Make a difference.
Connect with them. Take the time to
be more than just a professional to them.
You will never regret working your career in
this style, I promise.
Amy Colvin is the one who created the “Foolproof Updoing” system.
Besides educating hairstylists with her seminars, she specializes in updos,
cuts and perms in a salon full time. www.foolproofupdoing.net or call
419-346-7699 for more information.
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10 | SEPTEMBER 2010 | OHIO STYLIST & SALON