December 2011

Lisa Kind - Editor

The Mane Objective | by Marco Pelusi


Offer the Total Package to Your Clients

In our industry, it is easy to assume the word "system" refers to an entire hair care wet line system, so that your clients can have similar styling performance at home as in the salon chair.

The idea is to simulate the exact same styling process with the exact same styling tools to achieve best results. Stop; think again. These days, you must offer a total package to your clients, not just a product system.

A systemized package of you, your technical skills and hair care products. Long gone are the days of solely relying upon your hairdressing abilities to sustain your client base and your business.

The total package begins with you -- the hairdresser and / or salon owner. From the moment you speak or even look at a new client to the very moment they leave your chair, you are on.

Let's face it. There is a lot of talent in the industry and many of us can give a great haircut and even spectacular haircolor. What is going to get them come back?

It is a total systemized package of you. You -- clients come back to you because they like you... Your technical skills -- clients come back because their hair looks and feels great, and so do they… Your recommended products -- clients come back because they get good results at home with the right hair care.

Now that is a true modern-day relationship with today's salon client, a systemized package of personality and persona, talent and tools.

A systemized package that you offer entails literally everything from the very beginning of your client consultation, all the way through to your clients' home hair care maintenance. Nothing is complete without the other.

You need to offer this total system as a marketing package to clients, thereby offering full service to your clients. Today, this systemized package is needed far more than ever before, considering both the current state of the global economy, as well as the savvy educated consumer you have in your chairs. Clients have options and are always making choices.

Your systemized package begins with a thorough and personalized client consultation. You have two ears, yet only one mouth -- so listen up. Involve your client's lifestyle, occupation, skin tone, face shape and the total look of beauty during your consultation.

This step will set the stage for the entire system you will present -- coloring, shaping, texturizing and styling. You are the complete hair artist, the star package. You need to act the part, look the part and talk the part. Start with strong and clear communication in the beginning, and you cannot go wrong.

Do not forget about a styling lesson. Remind your clients that you cannot be there each morning as they style their hair. They must learn a tip or two when blow-drying, or flat-ironing, or going curly. Take the professional lead here and show them how to do it. This way, your client will see what you have done and try to repeat the steps and will actually even hear your voice telling them how to style.

The styling lesson invokes an opportunity to discuss product options for your clients. It is not all about sales, you know that. It is about education. It is about making clients look good in order to feel good. It is about making them happy. After all, isn't that what they really came to you for? They want to leave your chair feeling happy.

Educate your clients properly about what products will work best for them and a sale will happen naturally. If it is a color service, perhaps you might mention that you stand behind your work. You cannot properly guarantee your services unless you ensure that they are maintaining their color with the best products in order to do so.

In addition, when you are out and about, it is important to share about all that you are and all that you offer in your chair and at your salon as a package. You are selling you. They are buying you. You offer a total look of beauty for the client, the total package from beginning to end. From the consultation all the way through to the finished look, and even into your clients' hair maintenance in their homes. Do not forget this.

When you work the entire system, or systemize your clients, you will see your bottom line organically increase. Clients fall in love with you -- they come back. Clients love their hair -- they come back.

Clients are able to do their own hair at home -- they come back. They need you. They need your skills. They need your products. They need your chair and your salon, and that results in maximum results for both you and your clients.

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 2009 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



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