How to

Award-winning hair session stylist, MANAGE CLIENT EXPECTATIONS educator and founder of WIG London Lisa Farrall explains how you can set out what is realistic and achievable to clients who want the same ‘instant’ results they see online.

The rise of social media means we are now living in an era where celebrities and infl uencers can seemingly change the colour, length and even texture of their hair overnight. But switching from dark to platinum blonde in the blink of the eye, for instance, isn’t as simple as Kim Kardashian has made it seem. So how can you ensure clients aren’t left disappointed when they have a very specifi c vision in mind? Lisa, who’s worked with plenty of celebrities herself, gives us her top tips. 1 CONSULTATIONS ARE CRUCIAL A consultation is where we start to set out what is realistic, what is achievable and what the client’s ideas are compared to our own. Often, our version of what someone wants for their hair and what we think will look good can be completely diff erent. In a consultation, we can fi gure out history, the expectations and the path to get there. And of course do that all-important allergy test.

2ALWAYS COMMUNICATE CLEARLY We have to be completely open with clients. If someone has black hair and wants to go blonde, it is achievable, but hair health is key. Plan a journey together and tell them, ‘Th is is what your hair will look like after the fi rst appointment, the second appointment, the third…’ Don’t over-promise or rush the hair. Explain it is never a ‘no’, but a ‘not

right now’. Using visual aids is really helpful, as sometimes words can be lost in translation. But be aware that Instagram photos clients show you may have been edited or fi ltered.

3OFFER CREATIVE SOLUTIONS In my time, I’ve had clients bring in pictures of dogs because they want highlights the same colour as their pet’s fur. I’ve had clients who want a colour that I just don’t think will suit them. But there is usually always a creative solution. If a client wants a red shade that you think their skin tone is too warm for, maybe off er babylights around the front. Use an app to demonstrate why you think diff erent cuts and colours will look better on them. All you can do is give your advice, though. Individuality is a choice and sometimes clients just want what they want!

RESOURCES

• NHBF blog – The importance of client consultations: nhbf. co.uk/clientconsultation

• NHBF Client experience guide: nhbf.co.uk/ client-experienceguide • NHBF Example consultation, allergy alert and industry tests record card: nhbf.co.uk/ consultationallergy-alert-testexample-card 4 BE TRANSPARENT ON PRICING It is vital to talk about pricing with a client to ensure they’re clear about the entire journey. If someone wants a high maintenance colour or style, discuss the price consequences that come with that during the consultation. Personally, I think a treatment should always be included in a colour so I make that transparent in my pricing. I also include aftercare prices too, with the option to include the shampoo and conditioner.

5THINK LONG-TERM Map out the full route so your client can fully commit. As well as price, talk about the length and number of appointments they need. Th ey may not understand the price tag that can come with maintenance, aftercare and upkeep of a massive service – and sometimes this price tag may change their mind.

6STAY CONFIDENT You’re the expert, so don’t move from your ground too much. Your client is entitled to their opinion, so if the energy is off and you really don’t want to do what they want, it is okay to suggest they go elsewhere and fi nd someone who will do it. In some ways it’s like dating; we’re not always going to be a perfect match for clients. Don’t be afraid to say, ‘I’m not for you.’

TAKEAWAY TIPS

• Reassure clients of your expertise by telling them of similar success stories.

• Use the client consultation to ensure you’re on the same page with the same outcome image in your head.

• If your client is set on a style that won’t suit them, reach a compromise that isn’t a carbon copy.