January 2012

LeAnne Velona

Strictly for Students| by LeAnne Velona


Show Clients Your Unique Value

What is the secret to being a successful stylist? Creating a perfect experience for your client.

No matter which segment of the beauty industry you are planning to specialize in, it is essential for you to be valuable to your clients. This will help grow your business and keep you profitable for years to come.

Successful stylists can build a steady base of satisfied and loyal clients anywhere. What is their secret? It all comes down to the basics -- creating a perfect experience for your client. This will keep clients coming back repeatedly and will make you an in-demand stylist.

Creating a perfect client experience is not as difficult as think. Here are some tips:

Make Them Feel Welcome —The first time you meet a client, always say an enthusiastic hello, smile and shake their hand.

For repeat customers, it is great to remember details they may have mentioned before (the names of their kids, their job, etc.), and to ask the client questions about subjects you have discussed before. This will show that you are interested in the client as a person and will help solidify your relationship.

Also, everyone loves compliments as long as they are genuine so mention how much you love something your client is wearing like a new shirt or a piece of jewelry.

Punctuality — Clients appreciate a stylist who respects their time. This means greeting a customer as soon as they arrive instead of making them wait. If you are running late, be upfront with the client and let them know how long the delay will be so they can plan accordingly.

Be Yourself — Clients love a stylist who is fun and laughs. This creates a relaxing and warm experience. Even if you are having a bad day, shake it off and try to act happy and relaxed with your client.

Tell a joke or share a fun story that will make your client feel at ease. Do not share personal problems since they can make your client feel uncomfortable. Stick to safe topics that will not offend anyone. Ask the client thoughtful questions to show you are genuinely interested in them.

Coffee or Tea? Offer your client something to drink during their treatment. This will be an extra cost, but a small touch like this can greatly elevate a client experience.

Honesty — If a client wants to try out a look that you think will not work for them, let them know your opinion in a respectful way and then suggest an alternative look that would work better. Clients rely on stylists for their expertise and value hearing your opinion. Ask many questions to make sure that you are clear about your client's wishes. Communication is essential for keeping clients happy and satisfied.

Be Available — Loyal clients like going to the same stylists, but if a stylist is not available, they will be tempted to try out a new stylist. You can prevent this issue by being consistent about your hours of availability, and not taking too many days off for personal reasons. If you are planning to take some time off, alert your clients in advance so they can plan accordingly. Otherwise, they will be tempted to visit a new stylist when you are suddenly unavailable and they may not come back to you.

Offer Extras — Your clients are relying on you for your expertise. This means you should feel comfortable suggesting retail products for purchase and added services that would be beneficial. If your clients are not using the right products at home, you should let them know about other options that are better suited for them. Do not hesitate to recommend an added service because you are worried about the extra cost to the client. If the added service is useful to the client and they value your opinion, they will not mind the extra cost.

In addition to these tips, a good trick for providing the perfect client experience is thinking as if you were the client. Ask yourself, what is your favorite part of getting a treatment? What keeps you coming back to the same stylist? These questions will help you create just the right experience for your clients.

Being valuable to your clients means not just meeting their expectations, but exceeding them. Always try to go beyond to make a client's experience with you enjoyable and memorable. Doing so will keep clients coming back again and again, and will make you an in demand and valuable stylist.

LeAnne Velona, director of esthetics and massage therapy education for Marinello Schools of Beauty, has been a certified licensed esthetician for over 18 years and is also a licensed holistic health practitioner. Marinello Schools of Beauty offer cosmetology and esthetics programs at campuses in Arizona, California, Nevada, Oregon and Utah. For more information, visit www.marinello.com.