The importance of effective communication to the salon’s business

There are two reasons for a breakdown in communication:

• the person thinks they have all the relative information (they usually don’t)

• the person thinks that the other person will act or react to a given situation in the same way that they would act or react (they rarely do).

It is important that all salon staff communicate effectively. If they don’t it has a bad impact on the business. If you, as a hairdresser don’t ensure effective communication it can mean that:

• information given and received is not accurate and this may result in the wrong hairstyle being done or the wrong products being applied to the hair. If this happens when chemicals are being used it could have drastic consequences

• good relationships are not formed. Good relationships are very important in a job that requires a lot of personal interaction and if poor communication prevents good interaction this will result in the client going to another salon where she/ he can build a good relationship with the hairdresser

• a poor image of the salon will be projected. It is important to create a professional image of the salon and an effective way of doing this is to talk and listen to clients. An area of communication that is often overlooked is non-verbal communication (body language). This type of communication usually creates the first impression of a salon and if staff look slovenly or sound rude the client will go elsewhere.

One of the main parts of your job as a hairdresser is to conduct a full consultation before doing any work on the client. This requires a good standard of communication to be used. If the consultation is poorly done it can result in:

• client dissatisfaction

• the requested service not being provided

• the service provided not being suitable for the client’s hair or scalp

• potential damage to the hair or scalp

• possible loss of business to the salon.

There are two methods of communication

• Verbal

• Non-verbal.

Verbal communication

Speaking is verbal communication.

Non-verbal communication

Non-verbal communication can be reading, writing and listening. In addition, body language is another name for nonverbal communication. All humans read body language, even babies, before they can talk, can read it correctly.

You can learn a lot about your client by watching their body language but they can also can gain as much information about you by watching yours.

Eye contact is an important part of body language, if someone can’t meet your eyes it may make them distrust you. The way you stand, sit, smile, speak, and listen, all of these give information about you to people who see you. You must ensure that your body language creates a professional impression.

Is verbal communication more important than non-verbal communication? Discuss this with your trainer and your colleagues.

Activity G7.3.1 (page 1 of 2)

Effective communication

Notes

How to use varied vocabulary and expressions to suit your purpose

When trying to present an argument, express ideas or opinions or exchange information you must be able to use different words and phrases to explain what you mean. Your vocabulary must be wide enough that you can use different expressions to help your client understand what you are saying.

For example, if the client doesn’t understand what you mean when you suggest that she should have her hair cut into a bob then you must be able to describe the shape of the cut in another way.

• You may say that the ends of the hair turn under and this may allow a picture to form in the client’s mind of what you mean.

• Most hairdressers will also use their hands to describe a shape while they are speaking about it. This is an effective way of using body language.

• You may show the client a style book –this is a good way to illustrate what the shape of the cut looks like.

In order that you can fully understand the client’s requirements and that the client knows what is in your mind you must:

• speak clearly

• avoid using jargon or slang words

• speak in an even, well modulated tone

• ask relevant questions

• listen carefully to what the client says

• clarify by further discussion any areas of which you or the client are unsure

• use visual aids (style book, shade chart) to make clear your thoughts and the client’s wishes.

One of the best ways of communicating is to speak and to listen to the responses given by the other person.

If you speak you expect the other person to listen, if the other person speaks she/he expects you to listen. If you don’t listen to what the client says there is likely to be a breakdown in communication.

Hairdressers must not look at themselves in the mirror while talking to a client. This suggests that they are more interested in themselves than in the client. However, it is

How

to adapt your contributions to suit different situations, how to show you are listening closely and responding appropriately and how to identify the speaker’s intentions.

You must learn to adapt your contributions to a conversation to suit different situations, ie, the amount you say, your manner and tone of voice.

It may happen that the client complains about work previously done in the salon. You must learn to spend more time listening to the complaint than in defending the work or in suggesting that the client is not looking after it correctly!

If you don’t allow the client to voice their concerns then they will become frustrated and possibly angry. In this type of situation you must learn to be sympathetic, even when the client is wrong. Your tone of voice should be quiet and you should show concern for their fears and doubts.

Another situation might be when a client is unsure of what they want. This situation requires you to be proactive, to make suggestions and comments. You should not remain quiet in these circumstances.

Clients need to know that you are listening closely to what they say. You can do this by remaining quiet while they are speaking but then asking relevant questions at the proper times. This is known as responding appropriately. If you fail to ask relevant questions or to make comments the client is likely to think that you have no interest in what they are saying. This may result in the loss of a client.

While listening you should maintain eye contact with the client. This is a very effective way of confirming that you are listening. Other body language such as your facial expression and giving her your full attention is reassuring.

It is important that you identify the speaker’s intentions in any discussion. By listening to their tone of voice, the vocabulary that they use and by watching their body language you will be able to decide the purpose of their words.

They may be waiting for you to suggest a new hairstyle but don’t know how to broach the subject so they talk all around the issue without ever referring to themselves. They may want to cancel an appointment but are embarrassed to do so. They may wish to tell you something in confidence and are waiting for the right opportunity. Only once you have identified their intentions will you be able to respond appropriately.

By paying attention to your clients and by reading their body language you will become a more perceptive hairdresser. This is likely to make you more popular with clients because people sense when others are interested in them.

Every hairdresser’s time is limited and, while it is important to conduct a full consultation, some clients may want more of your time than is necessary.

In some circumstances you may have to develop points of the discussion to ensure that you and the client are in agreement. You may need to obtain more information to help you to make the correct choice of colour or cut shape or to confirm exactly what length you will cut the hair. It may be necessary to develop the discussion further by advising the use of specific products or a series of preparatory conditioning treatments prior to a relaxer.

You may be planning a hairstyle for a special occasion and need to find out about what clothing will be worn – a wedding veil can make quite a difference to a hairstyle so it is important to develop the discussion to include such details.

It is easy to become sidetracked when dealing with certain clients and this can be time consuming. You must learn to focus on the purpose when holding a discussion with them.

By focusing on purpose you will be able to give a better service to clients and you will save salon time. This can make a difference when you are trying to keep to time with a busy appointments book; it means that other clients are not kept waiting.

Once you have agreed what work is to be done it is important that you can bring the consultation discussion to an end without making the client feel as though you are tired of talking to her.

You must summarise what has been agreed, ensuring that you cover all areas of the consultation, then bring it to a close by completing the record and by suggesting that you start the work or that the client makes an appointment to have it done.

Do you always give a full consultation with every client in your salon?

Is there a time limit set on consultations in your salon?

What do you think is a reasonable time to spend in consultation? Discuss this with your colleagues and your trainer.