The
Importance of Soft Skills in the Salon
While essential and precise technical skills are essential to a graduate's success,
surveys indicate that they contribute as little as 15% toward the overall success
factor. On the other hand, as much as 85% of their success is derived from their
people skills, their visual integrity, personal goal orientations and their ability
to communicate effectively with clients, co-workers and employers. Thus, as we
design our programs, we must ensure that in addition to the critical technical
skills, we must also teach our students how to provide WOW customer experiences
and communicate effectively with each client. Providing the soft skills training
and business focus with each technical skill we teach will make all the difference
for our students' success.
The
Client is Always the #1 Priority
Educators need to remind students that the clients they serve are not just
another head of hair, set of nails, or face. They are human beings who need
be pampered and be made to feel special. Students must make an effort to understand
exactly what the client wants before they proceed. They must practice effective
listening skills through the Needs Assessment. Students should ask the client
a series of questions to allow the client to discover for themselves what matters
most. Questions asked will also help students with ideas for additional, revenue-producing
services. When a student extends themselves, they make everyone around want
to come back for more. Not only that, when the student makes someone else feel
better, they feel better themselves.
Rebooking
and Retailing
Upon completion of the service for any client, students should escort the client
back to the reception area and explain that they enjoyed serving the client
and they look forward to doing so again. They should ask if the client would
like to rebook their next appointment at this time and then suggest retail
products that will help the client maintain the new look at home.
Referrals
Another method for building student success is to obtain referrals from clients
for their friends, neighbors and relatives to patronize the student salon.
Some have suggested that the single most important way for anyone to build
a client base is to have the current clientele help, and it doesn't cost
a dime in advertising.
Upgrade
Client Service
Another procedure crucial in increasing student salon revenue is known as "add-ons" or
ticket upgrading. Ticket upgrading is nothing more than suggesting an additional
service to that which the client is already scheduled to receive or adding
a retail product to the ticket.
Increase Your Average Ticket and Watch Profits
Soar
Professional ethics mandate that the student stylist does not suggest services
or products that are not needed by the client. However, professional training
allows the students to identify when real needs exist and what services and
products are best suited to meet those needs. Frankly, it is much easier to
increase revenue through increasing the client ticket average than it is to
obtain large numbers of new clients to accomplish the same end.
Exceed
Your Client Expectations
Perhaps you have heard it said that when delivering dynamic customer service,
you should under-promise and over-deliver. Students can accomplish this is
by offering many small complimentary extras, especially when they are trying
to create client loyalty and create a long-term customer.
Salon owners today are looking for graduates who look sharp, have the ability
to perform a high level of technical skills, know how to successfully communicate
and interact with clients, know how to retail, know how to build a solid client
base, and contribute to the overall profit margin of the salon. Make the student
salon experience an adventure for your learners. Make it an exciting and rewarding
experience. Generate a spirit of enthusiasm that is carried to every client
that enters your student salon. If you are scrambling for tools and resources
to supplement your curriculum with these essential business skills, look no
further. As the premier leader in developing cosmetology educational programs,
Milady has developed a dynamic new training program called Business Fundamentals
for Salon and Spa Professionals. Take a look, it's just the answer to your
needs.
Adapted
from Milady's Master Educator, 2008 Edition
Lisha Barnes, Academic Development Manager, Milady |
