Selling products to male guests can be a daunting task. Generally speaking, they're not as interested in filling their vanities or #shelfies with products the way many female clients are. And while the men's hair industry is growing exponentially as more and more men are seeking out styling tutorials and product information online, there's still a wide gap when it comes to convincing male clients of the necessity of styling products for their hair.
"What I find with men is that we're quite ritualistic in the way we do things," says Redken Ambassador Rodney Cutler. "And when men find something that they like and that works for them, they'll stick to it. As hairdressers, our responsibility is to tap into what our clients feel comfortable with, but also to introduce them to those new products that are going to do an even better job and offer innovative new technologies.
Here, Cutler breaks down exactly how to sell products to men.
Stick With The Basics
Unlike many female clients who are always on the lookout for the latest and greatest hair products to add to their beauty arsenal, the majority of men prefer a few hero products that they can rely on to get great results. With male clients, it’s about offering a solution”, says Cutler. “It’s about offering him a tool for creating an aesthetic where he’s going to feel comfortable and look great." During consultations with male guests, talk to them about their hair concerns and desired end results. Then make product recommendations that are going to address those needs and make his life easier. Men want products that do what they say they're going to do, and can fix the specific issue or concern that they have with their hair. "It's really about results-driven solutions," says Cutler.
Anticipate Their Questions
Male guests won't ask as many questions about their hairstyle as female clients will so it's on the stylist to provide that information. "We often hear male clients ask, 'Will this look fit into my social and professional setting?' rather than ‘Does this work for my age?’ or ‘Is this fashionable?’” explains Cutler. When talking to male clients about product, it’s important for stylists to present products in terms of how they will fit into a man's lifestyle. For example, try explaining how a product will give him a style that's appropriate for his job as a lawyer or how well it will fit with his job in the creative industry.
Give Them A Service Pitch
Think of yourself as the "how-to" columnist at a men's magazine, and use the elements of what service a product can provide to prove its appeal. "It's really just about simple communication and saying, 'We're creating a certain aesthetic with your hair, and to maintain it, this product is the recipe for success,'" says Cutler. “I think if you approach it from that perspective, it's not really about selling. You're acting as an image consultant, and product is the prescription for the desired aesthetic.”
Photography: Courtesy of Redken