People have been experimenting with their looks since the dawn of man. Apparently, it is in our genes to constantly seek ways to alter our appearance. The massive bush of fur on our heads is particularly tempting - you can change its colour, length, shape and texture painlessly, it regrows and adds character to your look. It’s no wonder a lot of people try to achieve their dream presence by playing with colours and scissors on their own, especially since the rise of the Internet and countless numbers of DIY Youtube tutorials.
Licensed hair stylists are of course not happy with the given state of affairs. They have years of education and experience behind them, and have gone through some rough days on the path to getting licensed. By the time they've claimed their golden ticket, they've invested a small fortune into their education and business - so naturally they are tired of seeing DIY tutorials encouraging people to become self-sufficient. Box dye is perceived as satan himself and videos of people not from the industry who screw up their cuts and colours get comments like: "That's what she deserved." Understandably, hair and beauty specialists are not delighted about the idea of amateurs threatening their position. However - is that even the case? Are DIYers really your competition and is criticising them a way to go? Experience shows that it’s just the opposite. What are the do’s and don'ts of approaching hairdressing self-reliance and what’s the right way to prove your point, showcase the superiority of professional services and gain clients as a result?
Let’s begin with one question - why do people try to do their own hair? There are basically three reasons - a desire to save money, a belief that getting a professional do it is not worth the price and a need to experiment.
The first two categories are the most infuriating. People representing them may publicly belittle your profession or annoy you with their price-related complaints and demands. However, you have to understand - in most cases, these people are not your target group. They are not, nor ever will be, your clients. They are entitled to their opinions - and the best way to prove them wrong is to keep providing amazing services that other customers are happy to pay for.
The last category you simply shouldn’t take personally. People like to experiment, it’s in our genes. They don't do that on purpose to offend you. Remember that you don’t own their hair - even if you provide them with regular miracles, they may still want to do something themselves out of pure curiosity, so don’t treat it like treason. You are not a licensed chef and you still cook your own dinner, don’t you? And it also doesn't stop you from appreciating delicious meals you get served at restaurants.
Clients should most definitely be warned that their experiments affect the state of their hair and you may not be able to provide the effect they want if they had something unprofessional done previously. Moreover, it’s understandable that sometimes you prefer to refuse service to a client who has done something to their hair. If you see the customer is problematic and doesn’t understand that their experiments will affect the outcome of the fix, it’s better to let them go. However, refusing to perform a service out of pure pride is a questionable business technique. Once again - the customer didn’t want to offend you with their experiment. Instead of being angry, remind them how fantastic it is to get your hair done professionally. Throwing a tantrum will only make them feel like visiting a professional is not worth the hassle. Doing an amazing job on them will make them question why on Earth they tried to do their hair by themselves in the first place.
Feeling tempted to share the viral video of bleach fails on your Facebook business page? Stop for a minute and ask yourself - what’s your motivation? Be honest, do you really want to warn others about the dangers of playing with bleach or are you just being petty? The thing is - many of your clients, both existing and potential, have done something similar to their hair at least once in their lifetime. You are not sending the most positive message by making fun of someone’s misfortune, even if the misfortune may have been avoided by getting the hair done by a professional like you.
Instead, use the opportunity to explain to your customers what went wrong. Be informative, professional and good-hearted. Make sure to add that your salon door is always open for those in need for fix after a failed DIY. Present yourself more as a genuine saviour than a judgmental snob - clients will be more likely to visit you for their fixes. Of course, mention that fixes are more difficult than doing the work from scratch, and therefore more pricey and the result may vary depending on how much damage the DIY has done to the hair. However, don’t make it feel like you are making fun of them and just waiting to make money out of their failure.
Numerous people are so strongly against the idea of getting their hair done by a professional because their trust has been damaged by an unsuccessful service that the provider didn’t take responsibility for. Of course, in some cases, the fault was at least partly on the client’s side - yet still, some hairstylists are not able to own up to their mistake. There is no point in pretending that things like that never happen. The argument that DIY treatments always end up with failure and professional appointments with success is simply not true. However, it’s important to prove that although mistakes happen, when you are taken care of by a true specialist, you will never be left alone with the problem.
Ask yourself - what do you really offer the client? It’s not the hairstyle alone. You offer them your expertise, responsibility you take for the final effect, the safety of the process and the whole experience of getting pampered. It’s crucial to understand that the most effective way of winning with DIYs is making your services irreplaceable - not just by learning techniques only a professional can perform but also by making sure the service is truly comprehensive. For example - using Booksy, you store details on the current state the customer's hair is in and during their next visit, you can offer a personalised plan of treatments. It’s the experience only a professional can deliver. This is why your marketing shouldn’t be based strictly on advertising hair colouring, cutting or Olaplex treatments - these are things that an amateur can do (even if poorly). Showcase the process, the effects and the feelings.
Getting your hair done is not a basic necessity, it’s a luxury. You have to offer true quality to justify the client’s need to visit your salon. An individual approach is a must, so consider getting yourself a salon management software that allows you to safely store data on the client’s state of health, hair, allergies, preferences and so on. Instead of competing with DIYs, simply show that your services are far out of their league on numerous levels!
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