February 2012

Lisa Kind - Editor

The Mane Objective | by Marco Pelusi


Overcoming Objections With Colorful Persuasion

For salon owners and hairdressers, the bottom line can be affected and immensely improved by higher ticket sales per client, per service. And, nothing can get the bottom line up more quickly than enhanced color services and sales.

However, at times, there are roadblocks industry professionals must overcome to convince clients why color can be so beneficial to them. Every head of hair is a color candidate today – from tweens to seniors. Most people need it – and everybody wants it.

When and why does a client says no to haircolor and how do you convince them otherwise?

Sometimes a client will book an appointment, sit in your chair, and honestly have no clear idea or goal of what they want. This uncertainty can include all service opportunities – cut, style, or color. When a client doesn't seem to want to move forward with color, it is up to us to come up with a creative solution.

Always focus on problem solving. Ask your client, "what problems are you experiencing with your haircolor?" Don't ask questions that can be answered with yes or no. An example might be that they don't want to change much about the color right now, but the color just appears too dull. They may have absolutely no idea how to solve the issue, and it is up to us to skillfully suggest something – a few highlights, for example.

Often times, just a few subtle highlights will brighten your client's hair, and more importantly, make her feel better about her appearance – or even deeper than that, feel better about herself. Sometimes subtle change is the best start. Once a client starts embracing color, the sky's the limit. They naturally seem to want more and to try new things.

What do you do when you find you are working with a complicated head of hair – old hair color, hair texture issues, etc. – that may prohibit you from doing what you really envision?

In many situations, we're faced with a troubled head of haircolor. This can frankly feel overwhelming, and there are certain realities about what is and what is not possible within the hair itself. Most importantly, always remember to maintain the quality and the integrity of the hair while coloring. If you can follow this mantra, you'll always succeed. So much so, that if you're forced to postpone a haircolor service based upon the current condition of the hair, so be it. The worst thing that can happen is for your client to go to a neighboring salon and end up having a negative experience regarding their haircolor.

So come up with alternate, easy solutions for your client's color. A quick easy example here is the demi-color category. If your client's hair simply has too many challenges, perhaps a gloss or a glaze is the easiest answer. An uncomplicated tonal change can be all that is required to make the haircolor look good and your client feel good. Sometimes the old saying "less is more" is very fitting. Then, you can grow your client into the haircolor transformation you've envisioned in your mind.

How do you turn a one-time quick fix color answer into a lifetime client and lifestyle solution, affording immediate results while making them a color client for life?

Clients who are hesitant to color their hair are a challenge. Some clients simply aren't certain about what kind of color they want or actually need. It is therefore up to us as professionals to direct the situation to create the very best end result for the client's hair both at the time of the appointment, as well as moving forward.

Make sure you develop a plan of action – typically, six months is a good timeline for color goals. In other words, let your client know what you can realistically achieve now, and what the target is down the road. This way, you're setting both yourself and your client up for success by approaching haircolor with this method.

Combine the six month approach and the creative rapid solution together into a dynamite package no one else can replicate. You may have a mixture before you of a client who's hesitant about haircolor, as well as a multitude of problems within the hair itself. This is the time to merge the quick fix with the long term plan.

Offer a few highlights or a demi-color service, make a noticeable change with very little effort, and talk about what's coming up in the next few months. For example, you might even offer more highlighting upon the next visit, if your client concurs to conditioning his or her hair regularly.

The main objective is to make clients feel better as they leave your chair than before they got in it. It almost doesn't matter so much what you say or do – but rather – how your client feels when he or she leaves.

If you can create a positive experience and emotion for your client with haircolor, then you've done your job properly, and you've got a client for life.

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 www.marcopelusi.com.



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