What does a Client look for when choosing a Salon?

Snugglepuss

There have been many questions about what a technician needs to do to set up a new salon. However, if we take a step back and look at it from a client’s perspective (or even our own, should we decide to treat ourselves to a treatment) then what would we look for? The focus is mainly on a high street salon, but some of the comments will apply to either a home based salon or indeed a mobile technician.

These are my opinions –but feel free to add or discuss!

First off, it would always be cleanliness of the salon. For me this is a major indication of how seriously, the salon owner takes her living! This doesn’t just mean the tools and utensils used but the overall impression the salon makes. If the shop front is not presentable or inviting, then people will walk by – these are all potential clients. You will need something to draw the clients eye to the window – nothing to brash but something that makes them turn their head. Sure, if the paint is flaking, their attention will be caught, but only for them to think “oo that could do with a lick of paint” and then they will walk right on by! Potential customer lost!

Once inside, one of the first things a client will probably look at, is if, the nail stations, beauty or hair areas are clean and if the technician(s) observe proper sanitation practices! This doesn’t mean that they will be looking at which brand of hand gel you are using BUT they will be looking at whether you wash/use sanitising hand gel and whether clients are asked to do the same. All towels should be changed for each client and all tools and instruments sanitised in the appropriate solution. The floors and shelving should be clean and free from dust etc. You must be prepared for the fact that some clients will ask you what you use to cleanse and sanitise your tools with – some make sure you have the appropriate MSDS handy – why do some clients ask? Well some clients may be allergic to some of the ingredients or just be interested in knowing what is in them!

If your clients are like me, they may want to know the ins and outs of everything – be prepared to be able to answer questions about the treatments you carry out. I do not mean all the technical stuff (which you should obviously know) but why for example, you are using a particular product – such as a ridge filler base coat opposed to a toughen up type base coat – it shows you understand their needs. Also, if there is new technology available and you can talk your client through it then shows that you are up to date with products! Furthermore, you need to be able to talk them through the maintenance upkeep – both at home and when they will likely need their next appointment.

Strong odours associated with various treatments such as nail enhancements can be off putting. The client may or may not be aware that there is no danger from the odour. However, whether they do or don’t, the odour will indicate to them that you do not have adequate ventilation. It is not only in your clients best interest to have the best ventilation and extraction but your own.

Clients who spend money in salons EXPECT to have professional products used – please do not skimp in this area – it is one of the things which will separate you from some of the other salons in the area – how would you feel if you went to a salon and asked what they had just used to wash your hair with – wax your legs or polish your nails with and you found out you could quite easily buy it over the counter or off the shelves at your local supermarket? It certainly does not give a good impression at all!

Remember that your pricing needs to reflect your ability. Not only that, you need to ensure that clients are aware of what they are being charged for. Does that intensive hair conditioner cost extra? or is it inclusive? – how much for nail art – is that fast drying top coat more expensive? Can you see where I am coming from??

This leads me onto possibly some of the most important things – communication and expectation – your client will be looking for support from you in terms of what you can do, what you know and how well you can do it! Someone new to a particular treatment may not have a clue about what to expect – here’s an example, many years ago I had my first leg wax. I believed that after the treatment I would have silky smooth legs and a silk scarf would glide down them effortlessly – how wrong was I? Now I know that there will practically always be some hair growth left – not necessarily because of the lack of skill of the beauty technician but because hair grows at different rates and there simply wasn’t enough growth for the wax to “grab hold of”. I went away feeling disappointed and as though I had spent my hard earned cash on a “rubbish treatment”. Of course I know better now – but that doesn’t mean to say that all clients will!

Lastly, your clients may love (or loathe) them but have handouts available detailing what is involved in your treatments! And of course you should have aftercare sheets, you may think it is a waste of time, but all these “little” things show you care, are dedicated and professional.

I certainly know what I am looking for when looking for a salon and I hope my thoughts will help you all in your chosen career!