 Raise the colour bar
 Robert Soutar, national accounts controller for L’Oréal Professional Products Division, says it’s time to convince your natural clients to plump for colour!
There are plenty of reasons why non-colour clients choose to avoid colour. Common ones include: “It damages my hair”; “It’s too expensive”; “I prefer my natural look”; “I had a bad experience in the past”; or “I don’t have the time”, although there are certainly more excuses out there. Obviously it’s harder to convince these colour-phobes into taking the plunge and they will need lots of reassurance from the stylist.
It‘s a great idea to revisit the skill levels of your team members, not only from a technical point of view, but also from the perspective of consultation skills. With the latter, tools such as colour menus can help, and can trigger the colour conversation with the client. They can also be a great help to raise awareness of new services, such as Express Colour, where there is the opportunity for quick application techniques and fast development times.
With existing colour clients, many opt for only part of the service. To
ensure the best end results, stylists should recommend pre- and
post-colour treatments, as well as a full homecare programme. Receiving
a colour service is probably the most expensive investment a client
will make in their haircare regime, so it makes sense for them to
protect it as much as possible!
To communicate this to clients, add an option such as the Complete
Package to the service menu and give clients the choice. Think of it as
offering a ‘business class’ option to sit alongside economy, and market
it appropriately. The colour is the investment and the pre- and
post-care is the insurance policy!
This article first featured in Business Builder, the monthly advice
cards from L'Oréal Professionnel Business Max and HEAD For Business.
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