Vulnerable clients

Th e past couple of years have been a worrying time for vulnerable clients – and many are even more anxious now. How can you

address their concerns?

WORDS RADHIKA HOLMSTRÖM

AN EXTRA WARM

Rules on self-isolation and on mask wearing are rapidly being liberalised across the four nations (see Resources). But some clients can still fi nd it unsettling to walk into a salon or barbershop and be the only ones wearing a mask, regardless of what the law now says.

Covid-19 hasn’t gone away (infection rates in England in April 2022 were at their highest since May 2020) and there are still a signifi cant number of people who are extremely anxious about going back to the salon – or going anywhere. So what do you need to be aware of?

GROUPS AT RISK WHO’S VULNERABLE?

Some people in this category are more obvious: people who’ve had organ transplants, or conditions that affect their immune systems (who in particular may have additional safety steps to consider) or hearts. But the category also includes people with a very high BMI, and people with diabetes. There’s also the age factor: older people are more likely to become more ill (and many older people have another condition too). Remember, clients with vulnerable relatives may be more cautious.

Anxiety and vulnerability

TOP TIPS

Esther Dawson, owner of Elegant Nails by Esther in Warrington, has a rare health condition that means she’s extremely vulnerable. ‘I understand that restrictions have to be lifted, but it’s a very anxious time for me now,’ she says. ‘I wanted to make a salon appointment for myself recently, and they let me come in at a time when it was quiet. But I’m now more anxious because people may be working with Covid-19.’

And people who are not vulnerable may be worried too. ‘We’ve got good evidence that levels of anxiety in general rose at the time of the fi rst lockdown, and they continued to rise during the others. People feel anxious about Covid-19 for all kinds of reasons,’ points out Mike Crawford, professor in mental health research in the Centre for Psychiatry at Imperial College London. ‘In our research, we found some people becoming so anxious about catching the virus that they started withdrawing from society, going far beyond government advice.’ Identifying and helping nervous clients How exactly can hair, beauty salons and barbershops reassure nervous clients, make them feel comfortable and ensure business is not lost?

Firstly, by paying attention to their fears, says Mike. ‘You may fi nd they have very good reasons. If I see someone wearing a mask, my fi rst reaction is “Do they have a health condition that means they have to wear one?” It’s about respect. You can make a choice about how to react, and give people the courtesy they need.’

Of course, not everyone may tell you upfront that they’re worried, so Danielle Jeff ery of Blitzkrieg Chop in Worthing suggests being proactive about it. ‘A lot of

FIVE WAYS TO HELP wner of sther in YOUR CLIENTS

rare health 1 Make time to truly ans she’s listen to your client

able. ‘I 2 Give them the estrictions opportunity to tell but it’s a very you what they need me now,’ she make a salon 3 Reassure them that you’re listening salons don’t use myself messaging and social let me come it was quiet t. 4 Make sure they have the space around media as much as they could,’ she says. ‘We now anxious them that they need take appointments online, ay be id-19.’ 5 Take action to show them you’re doing and that means clients often take the opportunity o are not what you can. to be a bit more open and e worried honest in their message od evidence that levels of than they would if they were just l rose at the time of the ringing up.’ nd they continu n ed to rise . Peo ople feel anxious In the salon r all kinds of reasons,’ Once they commit to a treatment, most rawford d, professor in concerned clients have a pretty good idea earch in the Centre for of their needs. ‘[As a client] if I want a beauty treatment, I look for a salon that isn’t full of people, and my fi rst priority is that they’re wearing a mask,’ says Esther. Additionally, Esther stresses the importance of reassuring clients that salons are keeping to impeccable hygiene standards. Most vulnerable or concerned clients will also want to come in at a quieter time, and for masks to be worn. Some salons, like Blitzkrieg Chop, still mask up as a matter of course. ‘We do get quite a lot of people who have all kinds of anxieties, so we’re used to meeting their needs – for instance, cutting their hair in a private space,’ Danielle explains. ‘It’s about dealing with what they are comfortable with, rather than our version of what makes us comfortable.’ Just being there When salons go above and beyond, there’s absolutely no doubt that their eff orts are appreciated. ‘Earlier this year, I went to a beauty salon where the

FIVE WAYS TO HELP YOUR CLIENTS

1Make time to truly listen to your client

2opportunity to tell you what they need 3 Reassure them that you’re listening salons don’t use messaging and social 4 Make sure they have the space around media as much as they could,’ she says. ‘We now them that they need take appointments online, 5 Take action to show them you’re doing and th hat means clients often take the opportu t nity y what you can. to be e a a bit more open and hone est in t their r message than they would if they were e just t ringing up.’ . In n the salon Once c they comm mmit t to a treatment, most t concerne ed clients ha h ve e a pretty good idea of their nee eds d . ‘[ [As A a client] if I want a

SOME PEOPLE BECAME SO ANXIOUS ABOUT CATCHING THE VIRUS THAT THEY STARTED WITHDRAWING FROM SOCIETY, GOING FAR BEYOND GOVERNMENT ADVICE

BE KIND

Sue Steward, head of client and commissioning at the Chartered Trading Standards Institute, has produced guidance on working with vulnerable consumers.

Why the guidance was needed: ‘We’re concerned about how things have changed so dramatically, and that businesses need to recognise that a lot of people who weren’t previously “vulnerable” have been sitting at home with any support for the past couple of years.’

The impact: ‘That’s affected them physically as well as mentally. We’re no longer just thinking about people with a learning disability or a recognisable physical impairment, because newly vulnerable people have entered the mix. They don’t quite feel themselves at the moment, they don’t feel comfortable, and that’ll have an impact on their decision-making.’

Sue’s advice is, above all:  To take time, be kind, and be open-minded about the impact that the lockdown and pandemic have had.  Show that you’ve got empathy for their situation, and take the time to understand what their needs are.

therapist asked me what would RESOURCES make me feel safe,’ Esther says.  Find the latest guidance ‘She’d been from the four UK vaccinated but governments, plus more: she also did a nhbf.co.uk/four-nations Covid test. And  Recognising client then when I was vulnerability in your salon due back she or barbershop blog: shifted my nhbf.co.uk/recognising- appointment vulnerability because she had been ill, even though she was no longer testing positive. She didn’t have to do that. And that is what you need, as a clinically vulnerable person: your needs taken into consideration.’ Finally, don’t underestimate the value of having a treatment to people who’ve been even more isolated than the rest of us. ‘For some people, this is going to be an important step back into normal life. And by showing them respect, you’re helping them get over their fears,’ Mike concludes.