February 2009

Lisa Kind - Editor

The Mane Objective | by Marco Pelusi


Stuck In a Rut With Your Clients?

To kick off the new year fiercely strong; offer your precious clients something new or different to do with their hair.

The primary reason a client leaves their hairdresser is because they want change, and is unable – or feels unable – to get it. How can you prevent this?

First, focus on client relationships. Although there are many factors outside our control, we can control – and strengthen – our relationships with our clients. We may offer them change or remind them they can ask for change any time they wish. If you don’t, you may lose out, and your client may visit someone else for a change.

For example, the woman in your chair may feel her color is dull. Perhaps you normally do a base color. Offer her a few highlights.

She also may feel her cut is outdated, or no longer works for her, but may never voice it. Offer her a new look. Perhaps add a fringe. You may be afraid, tired or you may feel she will never be interested, but if you never open your mouth and ask, you will never know.

If you fail to offer the change, one day down the road you may hear back from her, telling you that her friend’s hairdresser does great highlights and she had her color done elsewhere. You must consistently offer the possibility of change. Let your clients know what you give them is never the maximum you can give. Let them know that more is always possible.

Mix it up – literally – the color and the cut, and maybe even include a texturizing service. You may even want to recommend this idea at the end of each service as you blow dry. You might say: “Wow, your hair looks great. We can always add a few brighter pieces next time.”

Change is good. Find a way to mix it up and you’ll not only strengthen the ties you have within your existing loyal client base, but also you’ll make more money doing it.

Offer them a change they will be unable to replicate. Do it often and frequently. Never rest on your laurels. Always build and expand your client relationships.

Marco Pelusi is globally recognized as a haircolor trainer and platform artist. Marco Pelusi Hair Studio, Inc. was named Best Hair Color in Los Angeles 2007 by KTTV Fox11’s “myfoxla Hot List” competition. Pelusi created the Marco Collagen Color Guard HairCare System, the collagen system developed for color and chemically treated hair. For more information, visit www.marcopelusi.com.