Creating a ‘wow’ factor with Passion4Hair

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“‘Wow!’ you have done a great job and will have a loyal client.”

Feeling Good!

Salon group owner and CEO of Passion4Hair, Debbie Digby, looks at the importance of providing every client with an exceptional experience.

Essentially people buy two things — solutions to problems and good feelings. This is certainly the case for clients visiting a hairdresser.

Successful hairdressers strive to exceed their clients’ expectations and this requires an understanding of how to solve problems and deliver good feelings.

PROBLEM SOLVER

When a client visits you, it will broadly speaking be for one of the following reasons:

• Style maintenance (Usually every 6-8 weeks)

• A complete new look

• A special occasion such as a party a prom or a wedding.

Through a skilled consultation, your task is to understand what problems need solving and offer solutions, recommendations and advice.

good feelings

While solving a client’s problems may meet their expectations, we tick the good feeling box when we exceed what they expected.

The simple diagram included here illustrates how we effect good feelings during the client’s visit. The vertical line measures ‘feel plus (+)’ and ‘feel minus (-)’, in other words, the client’s feelings going up and down. The horizontal line measures time.

For example, the line illustrated could represent a 45-minute appointment for a cut and blow dry. When a new client visits for the first time, they are likely to be excited, but a little apprehensive. They may be wondering if they will get the same great experience their friend spoke of?

So, a client often starts their appointment a little in the ‘feel minus’ range, and it is our job to get them into the ‘feel plus’ range as quickly as we can.

A smile and a friendly greeting soon gets them into the ‘feel plus’ range and they will already be feeling happy about their decision to choose you. As the visit progresses deliver things which make the client feel good — offer some advice about home maintenance, for example — and avoid incidents that potentially spoil the visit, such as getting their shirt wet at the backwash. When the client leaves the salon saying “Wow!” you have done a great job and will have a loyal client.