Unicorn Dreams: Managing Client Expectations

We are far past the old-school way of booking in colour clients. Gone are the days of a ‘tsection’ or ‘full head colour’ - instead we now have unicorns on acid or ice white Insta creations being thrown at us. It can be overwhelming to not only manage our clients’ expectations, but also our own.

It can be incredibly hard to convince clients that a picture is filtered and unachievable in real life, I still struggle to explain to clients that black box-dye will not in fact turn platinum in one sitting despite what we see on the Kardashian’s hair – or wigs. As time has passed, I’ve found my groove in this department – essentially; being blunt.

The Consultation

It’s a beautiful sunny day; a Brunette box-dye Client walks in with a head full of ash blonde dreams and pockets full of hope. In my salon, our first encounter will be a consultation. It is not optional; I insist that all new colour clients do this before I book any appointment. Why? There are several reasons, a consultation gives me time to do a patch test while discussing and managing colour expectations. Once these are achieved, we will discuss prices and decide if this is the right client for you. It’s key to remember that you don’t have to accept everyone, make sure they are right for you and that your skills fit their requirements.

I open up the conversation with: ‘If you could magic any dream hair, what would it be?’ and then I tell them why that is not going to happen.

They usually whip out their phone and pop into Pinterest to pull up an array of beautifully blended blondes or vibrant vivacious vixens. I stop them there with a ‘what’s your budget?’

I charge per hour plus colour so it’s usually easy to gauge someone’s reaction. £250, great that will cover the first sitting, just. Be honest about money because as much as we would all like to spend an unlimited amount of money on ourselves people generally have budgets. Now this doesn’t mean you fit your prices to their budget: your prices reflect your skill. However, if you finish someone’s hair, and you charge them £100 more than they were expecting, they are never going to be satisfied with what you have achieved. No matter how Pinterest worthy you’ve nailed it

When I am on the same page as the client, I talk through the process, I know a lot stylists aren’t a fan of explaining what they do, but I could witter on forever. You will gauge quickly if the client is interested or not, but I have found that lots of my clients prefer to know the process and it gives them confidence in my knowledge.

There is a cliché in all customer-centred careers about the customer always being right – that’s wrong. Remember you are the professional, your skill set is beyond theirs, in this instance. I know way too many stylists afraid of sticking their neck out. Don’t get me wrong, it is scary. The entire consult hinges on you having the confidence to suggest something other than what they’ve asked for. You might have agreed on price and commitment, but what about that moment when you realise if this client took a bit of a leap of faith in your knowledge of colour, the outcome could be so much better than the unrealistic collection of pinned hairstyles they have spent the last month compiling into their ‘hair goals’ folder on Pinterest.

It’s risky, but no more risky than following their preconceived ideas and ending up losing confidence in your own conviction and most likely, losing that client.

Now, we all know people’s feelings on brassy colours and ‘ginger’ so you have to, and I cannot stress this enough, under promise and over deliver. If you think you are going to have any warmth in a colour, say it! I like to explain that most of my box-dye brunettes will end up a beautiful Blorenge. Whatever you do, do not promise blonde; do you not promise ash; do not promise a mermaid riding a unicorn - the client will be disappointed, and you will be disappointed. If they are committed to the process, they will embrace this step away from the box-dye and you will know you have a client you want to keep.

At the end of your consultation full of well-managed expectations and shattered dreams, you will most probably hear something along the lines of ‘No one has ever done my hair right’; ‘I had to get a refund from my last hairdresser’ or ‘My last salon sent me a letter asking me not to return’. In that moment, whatever it is that bounces around your brain, if it doesn’t feel right, or if even after you have explained the process, they don’t seem to understand, don’t take them on. I’m not saying don’t take on difficult tasks, jobs or clients, but be smart and go with your gut feeling. Work smarter not harder and take on clients that you will love to share their transformations with.

After all that, if you decide that this beautiful brunette box-dye is the one, take her pockets full of hope (and money) and give her more than she was expecting (under promise and over deliver) and she will leave feeling like the unicorn of her dreams.

I truly believe that every hair artist, beauty therapist or nail technician should have their own way of working. But one thing I believe covers almost any industry is how you deal with clients and the wider public. I believe in taking risks, expanding your knowledge and having passion for your art - but this is also a job. Some believe that because we love what we do, we should do it for free or take what we can get, but that is frankly baloney. Managing the expectations of clients, while also managing the expectations you have of yourself, is a challenging art.

Be honest. Be blunt. Be bold. This way you will attract the type of clients you want and you will not be disappointed.