Focusing On Your Clients

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Have you ever treated yourself? Saved up some money and gone out for a meal or booked a hair appointment in a plush salon; maybe even booked into a Spa? If you have, the chances are you remember the experience, not necessarily what you had in terms of a treatment, or the food your ordered.

A large part of any experience in an environment based on service is the person you deal with. Yes, beauty therapists, around 80% of the reason a client visits your salon is YOU.

Why It Matters To You

You control your client experience, you are the person spending the most time with that client and they will judge a lot of their experience on whether you have delivered it well. If you are any good, you may get a nice tip. Better still, if you do it often and treat each client excellently, you will build up your own loyal client base, your sales, and your commission.

As a salon owner, how much money a beauty therapist makes each week is important to me and plays a big part in performance reviews, which in turn tend to lead to pay rises.

Distraction = Dissatisfaction

A trait I have seen in some beauty therapists is that they let themselves get distracted by the smallest things going on within the salon, very often overlooking the very person in front of them who has paid for their salon experience. While the client sits in silence, the therapist is getting involved in a conversation with their colleagues or other people in the salon, talking over their client.

Me, Me, Me Time

The way I look it is this. A client may have saved up their money and this is their monthly treat. Perhaps it is their chance to get out of the house, away from the kids and spend some much needed me time. If they don’t get it, they won;t come back.

So, as an attentive beauty therapist, you need to be focused on your client 100%.

  • Asking them questions about what they want from the treatment and LISTENING to what’s important to them about it.
  • Creating conversation if it’s the right sort of treatment, making sure they get the chance to talk about them (if they want to).
  • Being silent if it’s a relaxing treatment so that your hands do the talking and they can drift away.

Not You, You, You Time

The conversation is not your chance to get things off your chest – no matter how bad your day is going. You are not the client – they are paying you.

Summary

The most successful therapists I know, are great at asking questions. They listen to the answers to create more conversation. Their clients love them because they get the chance to sit their talking about themselves for any hour.

Those clients will leave the salon feeling good about themselves well above and beyond the quality of the treatment itself. From your point of view, as a beauty therapist, you get the chance to build your client base.

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About Author

Working in Hampshire (UK), I have a beauty business with four salons. I'm the guy that sits in the office doing marketing and numbers. My experiences are based on these skills.

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