Photography: Courtesy of Maria McCool/@realmariamccool
The importance of a client consultation goes without saying—salons know that consults can directly impact client loyalty, referrals, and business growth. But what does a well-executed client consultation look like? Here are five easy ways to shape every consultation into a loyalty-building experience.
Listen More Than You Talk
The importance of client input is something that salon owner and stylist Maria McCool (@realmariamccool) stresses. The client should be doing more talking than you during the consultation. Listening allows you to understand their expectations and preferences, so ask open-ended questions and encourage the client to share their vision for their hair.
Use Pictures to Align Expectations
It may seem like "Hair Consultation: 101," but visual aids are key to understanding the client's desires. Pictures can eliminate confusion and clarify any discrepancies between what you and the client imagine. “Using images can help everyone get on the same page in terms of preferred look,” says McCool. “For example, what you may think is short might seem long to the client, or what you feel is blonde could be a totally different image in their head.”
Always encourage clients to bring photos of their ideal style. Mentioning this during appointment reminders or noting this under online bookings are the perfect opportunities. If a client shows up without visuals, McCool suggests having a style book in the salon to guide the conversation. Be sure to fill the style book with current cut and color trends, as well as any looks that are signature to your salon.
Photography: Courtesy of Maria McCool/@realmariamccool
Understand What They Like (and Don't Like) About Their Hair
A great consultation digs deeper into the client’s likes, dislikes, and boundaries. “It’s key to understand the things the client feels flatter them versus what they would like to hide,” says McCool. Her advice? “Find out what they like most about their hair and least about their hair. Their 'nevers' can also guide you.” She continues, “For example, if someone would absolutely ‘never’ have bangs, then it’s an easy no from the get-go.”
Gauge At-Home Haircare Routine and Maintenance Willingness
A beautiful style can quickly lose its impact if the client isn't willing or able to maintain it at home. Learn about their typical at-home styling routine and how much time they want to dedicate to upkeep. “Someone’s willingness to care for or style their cut or color may impact the type of look you give them,” she says.
Photography: Courtesy of Maria McCool/@realmariamccool
Customize Product and Tool Recommendations During Consults
McCool advises stylists to select products and tools during consultations as clients speak, making real-time recommendations based on their needs. “While the client is talking, you’re selecting products as you go and making a prescription in your head,” she instructs.
To demonstrate this, she will extend consultations beyond the first ten or fifteen minutes of an appointment to incorporate hands-on tutorials: “I always pick a wet styling product, dry styling product, hairspray, and tool to use during the styling session, and I let them do it with me. Then, they try it themselves [while I] give them tips.” This approach ensures clients are set up for success at home.
