Selling Part 1 of 6

The Client Journey

Do you have reservations about selling??  Many of us do – for example, selling could compromise current relationships with clients. I promise you – this will not be the case especially if we break down the client journey and the consultation, which is where your opportunities will appear without causing any ill feeling.

What is the client journey? . This is atopic in itself, but in short, it is the client journey from finding you in their research, to their initial conversation with you and then booking their appointment, the entrance to your salon, the service and the closure to re-booking. Every step that your client takes forms their journey. Their experience. Every member of the team plays a part in this because it is only great teamwork that will lead to your client scoring 100% satisfaction score for your salon and keep them returning, remaining loyal to you.

From there, we look at the client’s lifetime value – which simply means – how long(in years, months or years) that client is a regular client of your salon. All of which, for the salon and for your job is vitally important and according to Professional Beauty - figures of 86% or thereabouts will go elsewhere, if their client journey is not 100%, because Hair and Beauty is a very competitive market.

Following the process of a great client journey, we need to deliver the best service to the client, ensuring that their needs and expectations are met and exceeded where possible and everyone plays a part.

Client care principles and practices such as ensuring client comfort, maintaining politeness and friendliness, always thinking “how we can make it better "handling complaints in a professional manner, will all contribute to repeat business and making referrals, and always offering client aftercare. Every member of the team plays their part here too, and a brusque receptionist can make the whole journey fall like a pack of cards, regardless of the best therapist or manager. Everyone plays an integral part.

These are basic principles of the client journey, and repeat business, referral and aftercare are all selling skills that we do naturally, without thinking at anytime that we are selling. Even client complaints can result in selling, as we apologise and find alternative solutions that resolve the issue or situation.

Your Consultation (in a selling context)                                                                                                            

          This forms a significant part of your role as a therapist, and it is here that you will start your learning about the client, and your communication skills play the biggest role. You will learn about their needs, and pick up on any satisfaction signals, be required to measure their expectations, very often having to suggest alternative treatments or complimentary therapies. This is finding the best solution for the client, but again you will be selling – possibly upselling, but you do it so naturally, to help the client, that you rarely recognize it in this context.                  

Ethics – Is selling Ethical?

This depends on how you see it. Any sales model is designed to listen to your client and help to provide solutions to their problems through your expert knowledge and advice on their products. We are bringing people with us. Your client is in front of you, just talking about life, so it is not “cold calling” which is what we normally interpret as “selling”.

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