3 Tips For Talking to Male Guests About Product
Real talk: Selling products to male guests can be a daunting task. In general, they're just not as interested in filling their vanities with products the way many female clients are. While the men's hair industry is growing, with more and more men beginning to seek out styling tutorials and product information online, there's still a wide gap to be filled when it comes to convincing male clients why they need products to style their hair.
"What I find with men is that we're quite ritualistic in the way we do things," says Redken Ambassador Rodney Cutler. "And when men find something that they like and that works for them, they'll stick to it. I think as hairdressers, our responsibility is to tap into what our clients feel comfortable with, but also introduce them to those new products that are going to do an even better job and offer innovative new technologies.”
Here, in honor of the launch of Redken Brews, Cutler breaks down exactly how to sell products to men.
Stick With The Basics
Unlike many female clients, who are always on the lookout for the latest and greatest hair products to add to their beauty arsenal, many men prefer to have a few hero products that they can rely on to create great results.
“With male clients, it’s about offering a solution”, says Cutler “It’s about offering him a tool for creating an aesthetic where he’s going to feel comfortable and look great." In consultations with male guests, talk to them about their hair concerns and desired end results. Next, recommend those products that are going to address those needs and make his life easier.
Men want products that do what they say they're going to do, and can fix the specific issue or concern that they have with their hair. "It's really about result driven solutions," says Cutler. "Whether it's a straightening cream or a styling product or a shampoo, I think it's all about providing simple solutions.”
Anticipate Their Questions
The reality is, male guests won't ask as many questions about the aesthetics of their hairstyle as female clients will, so it's the stylist's job to provide that information.
"We often hear male clients ask, 'Will this look fit in with my social and professional settings?' as opposed to ‘Does this work for my age?’ or ‘Is this fashionable?’” explains Cutler. When talking to male clients about product, Cutler notes that it is important for stylists to explain products in terms of how they will fit into a man's lifestyle. For example, try explaining how a product will give him a style that's appropriate for his job as a lawyer, or will fit well with his job in the creative industry — for more selling success.
Give Them A Service Pitch
Think of yourself as the "how-to" columnist at a men's magazine, and use the elements of what service a product can provide to prove it's appeal. "It's really just about simple communication and saying, 'We're creating a certain aesthetic with your hair, and to maintain it, this product is the recipe for success,'" says Cutler. “I think if you take it from that perspective, it's not really about selling. You're acting as an image consultant, and product is the prescription for the desired aesthetic.”
How do you talk to your male guests about product? Tell us in the comments section below!
