PRINCIPLES OF CONSULTATION
Great consultations reassure clients you’re invested in their style. They lead to higher client satisfaction, greater re-booking rates, more referrals and increased sales—which means more profit for you.
The Principles of Consultation teach how to conduct a successful consultation and how to track clients’ hair history. Set yourself apart from other stylists and grow your business.
Consider asking:
Consider asking:
Consider asking:
Find these questions in the Scripts section of the Redken Style Station app.
A physical analysis of the hair helps you create a customized look. Things to look for include:
Some aspects to cover during your dialogue with your client include:
Consultation used to be about selling a look. Today, it’s a work in progress that will not be brought into full expression within the first appointment. It’s about giving the stylist and client a project that will progress over the next few visits. The client is taking a ride with the stylist, and it gives both of them a reason to re-book the next visit.
This is an evolution of short-term to long-term consultation strategy based on a full partnership. It’s more empowering for the client, as it builds a shared vision, trust and something to look forward to.
Visit the Trends section of RedkenPro for inspiration and step-by-step instructions.
Download the Redken Style Station app for even more looks for Blow-Dry, Blonde Hair and Color Trends.
Apply CSS Class
Touch on these key points to help them recreate the look on their own:
Allow the client to do a section of their hair while in your chair and coach them through the process. For more inspiration, encourage them to visit the Redken Lookbook.
A study by Modern Salon Magazine found that:
Recommending the proper at-home maintenance for the services you provide will increase customer satisfaction and loyalty.
Clients may decide to hold off purchasing the products. Sampling is a great way to allow them to try the products you recommend and encourage a future retail purchase.
Sampling tips:
The Principles of Consultation teach how to conduct a successful consultation and how to track clients’ hair history. Set yourself apart from other stylists and grow your business.
“The client doesn’t know the difference between a good haircut and a great haircut… but she knows the difference in the experience you’ve delivered.” –Salon Today
Step 1: Analysis
Knowing your client's needs and limits helps you determine what services are best for them. Analyze their personal and professional style, personal interests, vision and hair routine.
Personal and Professional Style
Ensure you’re creating the right customized design, haircolor and style.Consider asking:
- Do you work in a corporate setting or creative field?
- What do you do for fun on the weekends?
- How would you describe your personal style?
Personal Interests
Determine the services your clients need, then recommend products for at-home maintenance. Certain interests affect haircare and style.Vision
Discover your clients’ needs for the short-and long-term, then discuss future salon visits.Consider asking:
- If you could change anything about your hair, what would it be?
- Is there a special or life-changing event in your future?
- Are you open to trying new things? Do you want a new look at every salon visit?
- Do you like to change your hair based on seasons/trends?
- How often are you willing to come in for salon services? How much time can you spend in the salon per visit?
- What kind of budget are you committing to beauty needs?
Hair Routine
Determine what services to perform and what products and tools your client needs at home to recreate the look.Consider asking:
- What is your current at-home hair routine?
- What products and tools do you typically use on your hair?
- How much time do you typically spend on your hair?
- Would you like to learn to style your hair in different ways?
Find these questions in the Scripts section of the Redken Style Station app.
A physical analysis of the hair helps you create a customized look. Things to look for include:
- Abundance: sparse, average, thick
- Condition: dry, distressed, porous
- Diameter: fine, medium, coarse
- Starting level and percentage of gray
- Formation: straight, wavy, springy, spiral
- Face shape: square, circle, oblong, oval, diamond, triangle, inverted triangle
- Skin tone: warm or cool
Step 2: Custom Hair Plan
The analysis step of the consultation is complete. You should now have a clear understanding of the following:- The physical state of your client’s hair
- Their expectations and vision
- Your client’s level of commitment (time, money)
- Their ability to recreate the look at home
Custom Hair Plans
Create a Custom Hair Plan that includes the treatments and services you’ll perform today and on future visits to achieve the desired look. It’s an important step that differentiates between a good consultation and a great one.Some aspects to cover during your dialogue with your client include:
- Based on the end result, present the appropriate services—as well as any additional add-on services—required to achieve the final look
- Discuss the appropriate services that will be required to evolve their look on their next visit
- Use a calendar with your client to predetermine dates for their next appointment and seasonal re-consults
- Present the appropriate at-home maintenance required to maintain the look
Consultation used to be about selling a look. Today, it’s a work in progress that will not be brought into full expression within the first appointment. It’s about giving the stylist and client a project that will progress over the next few visits. The client is taking a ride with the stylist, and it gives both of them a reason to re-book the next visit.
This is an evolution of short-term to long-term consultation strategy based on a full partnership. It’s more empowering for the client, as it builds a shared vision, trust and something to look forward to.
Step 3: Prep, Technical and Post Services
Prep Services
These services fall into two categories: before a chemical service and before a non-chemical service.| TREATMENT |
NON-CHEMICAL |
CHEMICAL | HOW |
| Pre-Art | Removes buildup and equalizes porosity | Removes buildup and equalizes porosity | Apply to damp hair. Leave on 5-10 minutes. Do not rinse. Follow with Hair Cleansing Cream Shampoo. Lather and rinse. |
| Hair Cleansing Cream Shampoo | Removes buildup | Removes buildup | Apply to wet hair and lather. Repeat if necessary. |
| CAT Protein Reconstructing Treatment | Strengthens hair | Haircolor Service: Provides extra strengthening Texture Service: Strengthens and re-conditions |
Haircolor Service: Apply and process for 5 min. at room temperature. Rinse. Finish with the appropriate conditioner. Dry the hair and begin the haircolor application. |
| TREATMENT | NON-CHEMICAL | CHEMICAL |
| Redken Chemistry: Extreme Color Extend Clear Moisture All Soft |
Use prior to non-chemical services to improve the integrity of the hair and ensure beautiful, healthy looking results |
Redken Chemistry Extreme Shot Phase prepares and/or repairs the hair from chemical, environmental or mechanical abuse for optimum haircolor results |
Technical Services
These services are blow-dry, design, haircolor, texture and/or finishing services.Visit the Trends section of RedkenPro for inspiration and step-by-step instructions.
Download the Redken Style Station app for even more looks for Blow-Dry, Blonde Hair and Color Trends.
Post Services
These services include the Haircare, treatment and styling products applied after the Technical Services, and a client lesson that focuses on product usage and recreating the look at home.Apply CSS Class
When providing haircolor service, explain that the products you’re using are designed to close the cuticle layer and protect haircolor for weeks to come. Encourage clients to add them to their at-home maintenance regimens.
Touch on these key points to help them recreate the look on their own:
- Outline the process step-by-step
- Explain when and how to apply the appropriate styling products
- Show them what types of tools they’ll need
- Give tips on cutting down blow-dry time, holding tools effectively and ways to wear or restyle their hair
Allow the client to do a section of their hair while in your chair and coach them through the process. For more inspiration, encourage them to visit the Redken Lookbook.
Step 4: Continue Care
After the services are complete, it’s time to recommend at-home maintenance and re-book the next appointment. Ask if they have questions on anything covered during the Client Lesson.
A study by Modern Salon Magazine found that:
- If a client buys 1 product, there’s a 30% chance they’ll return to the salon
- If a client buys 2 products, there’s a 60% chance they’ll return to the salon
- If a client buys 3 products, there’s a 90% chance they’ll return to the salon
Recommending the proper at-home maintenance for the services you provide will increase customer satisfaction and loyalty.
Clients may decide to hold off purchasing the products. Sampling is a great way to allow them to try the products you recommend and encourage a future retail purchase.
- 67% of consumers report they’re excited to try sample sizes
- 69% have bought a product they don’t normally use after trying a sample
- 72% purchase full-size products after trying a sample size
Sampling tips:
- Offer free samples of Redken’s newest products when they purchase haircare and styling products
- Include sample sizes with every gift certificate purchase
- Provide free samples in the restroom and changing rooms
- Explain the benefits and offer usage tips with each available sample
- Sample a retail product with every haircolor service
- Introduce clients to a new haircare regimen with a free packette
- Mail packettes to clients who have appointments the following week and encourage them to purchase the full size when they come in
71% of consumers were not given a product recommendation on a recent salon visit. The salon industry is missing out on a $1 billion opportunity, according to WWD Morning Report.