Six ways to man up your consultation

Getting male clients to open up to change can be tricky but it’s what you must do to create a loyal client, says Sue Whitehead, founder of Jacks of London.  If your consultation technique is perfect, you are half way there. These are the top six tips about that initial client chat which Sue gives to to every new barber joining the Jacks of London family: 1. Don’t rush the consultation, but also don’t be too leisurely or touchy-feely. Some men have embraced the return of the barber because they want to be in and out quickly and cleanly rather than hang around. It’s a fine art of getting the information you need without frustrating him. So jettison the idea of being on the same eye level and sitting on a stool next to him for a heart-to-heart. 2. Don’t just listen; hear what the client is saying. It’s the most important skill to bring to any consultation whatever the gender of the client. Too often what the client says and what the barber or stylist assumes they are saying are two completely different things. The first rule of consultation is listening with an open mind and don’t pre-judge the situation. 3. Learn to repeat back what the client says in a non-obvious way. This gives the client an opportunity to correct any misconceptions. I know of a situation where the stylist was convinced her client said four on top, when actually what he said was forward. The poor chap got a much shorter haircut than he expected. 4. Use “manspeak”. It sounds so simple, but actually it’s one of those subtle differences that can alter the whole experience. At Jacks we always talk about drying the hair off rather than giving a blowdry, we talk about chipping rather than feathering and we’d never discuss ‘fringes’. At the same time, we avoid hairdressing jargon the client might not understand. We know what ‘disconnection’ is but he probably wouldn’t. 5. Make it easy to ask questions. A lot of men don’t ask questions; maybe because they don’t want to be seen not to know, but that can lead to miscommunication. So always start the consultation with a few friendly enquiries, the offer of a drink and then ask them what they want. Creating a comfortable, friendly ambience will make it easier for them to ask questions. Even consider actively encouraging it by asking them if they have any questions. 6. Embrace social media whenever you need an image to clarify exactly what they are asking. A picture is worth a thousand words; they can show you what they want, and if that works with their hair type, you can deliver the cut.   Sue Whitehead is founder of Jacks of London, which has just celebrated its 21^th birthday, making it one of the original gentlemen barber groups, offering a mix of traditional and contemporary services.