Hey Reader,
Social media content has shifted towards showcasing the 'client consultation' where barbers film the conversation before the hair cut.
It's turned a photo of a blurry fade into a story about transformation. And prospective clients love transformation stories.
Content that tells a story
The Intro: The client wants to find a hairstyle that will work for their head shape and hair texture.
The Problem: After visiting barber after barber, the client feels frustrated and discouraged. They haven't found that magical hairstyle for them. Theses barbers aren't listening!
The Turning Point: The client starts to look for another barber and discovers a barber on social media and really loves their portfolio. They believe this barber can help them get the hairstyle they've always wanted.
The Consultation: The client and barber talk about the hairstyle that they want. The barber asks questions and actively listens to the client, looking to determine what hairstyle would be best for them.
The Transformation: The video ends by revealing the final before and after. The client likely appears neutral in the before image and is smiling in the after. The transformation is complete.
One of the most common reasons why clients are frustrated with a barber's customer service is because they do not actively listen to them. And so...they will go find a new barber.
A LAER that unlocks the transformation
When I say LAER, I'm referring to my favorite active listening framework. It's commonly used to train sales professionals and directly applies to the barber consultation.
L - Listen to your client.
A - Acknowledge what the client said by repeating it back to them.
E - Explore what the client means by what they say.
R - Respond with the game plan.
The barber who doesn't listen
This is a true story. I told a barber I wanted a "mid-skin taper, 2 on the sides and half-inch off the top that can be styled with my natural part."
The barber quickly replied with "Sounds good, let's do it".
They grabbed their trimmers and set the guideline for a mid-skin FADE, not a taper. I was pissed. That's not what I asked for and they didn't even take the time to confirm my request, they just jumped right into the haircut.
Unfortunately, this story is a common one.
The barber who actively listens
Acknowledge the client by repeating it back to them and finish the sentence with 'Is that right?'
"Okay, so you want a mid-skin taper, a 2 on the sides and a half-inch off the top. Is that right?"
*Is that right? is a question from former FBI negotiator and author Chris Voss' book Never Split the Difference.
The client will likely say 'Yes, that's right'. But, there is a chance they say no. Like this: 'Actually, what do you think? Do you think a half-inch is enough?'
Explore the client's request. "When you say your natural part, can you show me exactly what you mean? Where do you like to part it?"
Explore again. "Do you typically use product to help style your hair? Walk me through your typical morning routine." This could lead to a product up sell or it could affect the way you cut their hair depending on the routine.
Finally, respond with the game plan. "Alright, so we're going to do a mid-skin taper, 2 on the sides, half-inch off the top, I'm going to cut it so that it can be styled with and without product, I'm going to style your hair with this product today and if you like it, you can even pick it up today. Sound good?'
Minimize miscommunications
Communication is the sending and receiving of messages. This means a miscommunication is when something goes wrong in the sending, the receiving or the packaging of the message.
*Fun fact: I have my college degree in Communication Studies and can nerd out on this stuff all day.
Too often, barbers rush the consultation which leads to miscommunications. And let's be real, a miscommunication can lead to a bad Google review, a bad reputation and maybe even the wrong haircut.
LAER leads to transformation stories
If you pay attention to these trendy consultation videos, you'll notice they all LAER. Who would have thought? Actively listening to your client is a simple way to elevate your customer service and lead to happier clients.
Well, I guess we are in the service industry...maybe it does make sense.
Alright, finished with No.93. See you next week!
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Written by: Matthew Mendoza
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