Joe Santy, VP of Education for Dennis Bernard, has been educating colorists on quick color services to entice and maintain male clientele. We asked the following questions, asking for his quick, off the top of the head responses:
WHAT IS THE BEST WAY TO INTRODUCE MALE CLIENTS TO COLOR?
The consultation...I don't even like to call it that at this point....is just a laid back discussion to uncover the real reason on why they want to color their hair. Sometimes what they think they will achieve and what is reality are a world apart. The prematurely gray 35 year old that wants light blonde hair with no red tones in a single when his natural color had been a level 2 or the 60 year man that had one day too many in the sun and wants to go back to his natural level 3 color but his skin can't carry it. Stylists asking the right questions always makes the job easier and increases the chances ten fold that your client will understand and be on the same page as you regarding the end result. The best type of color to introduce a male client to color is a nice demi-permanent. Just invasive enough to make a difference and easily correctable if any issues arise. I do use TCA, The Color Accelerator, in my demi's to increase their durability and shine.
WHAT HAVE BEEN THE GREATEST ROADBLOCKS IN MALE COLOR SERVICES?
The greatest roadblock from my perspective is the ability for the male client to be put at ease. Whether they are afraid of being embarrassed if the salon doesn't have a private area to service them or the stylists lack of being able to build enough credibility around the end result of the service. Again, communication skills and technical skills have to both be top shelf in the salon; otherwise, most men will head for the number one selling men's box color at the drugstore!
HOW DO YOU SUGGEST PROFESSIONAL COLORISTS ANSWER THESE CONCERNS?
Professional colorists need to take a step back and realize that what is a no-brainer for them is an excruciating decision for a lot of men (women too). Testimonials and visual aids have always been our biggest closer's when it comes to chemical services of any type. The one thing I always try to visualize is how would I like to be sold, or educated, on "X". The salon is a great lab for honing your marketing as you have a captive audience to bounce ideas and questions off of.
WHAT SPECIAL TIPS DO YOU HAVE FOR COLORISTS IN MAINTAINING THEIR MALE CLIENTELE?
Maintaining any type of clientele boils down to one thing: they have to know you genuinely care about them. Just be available if any questions or issues arise. As far as males maintaining their color, it is a great educational opportunity for stylists to introduce a good color care system for home use.
Joe Santy is Vice President of Education for the Dennis Bernard Companies and is known for presenting salons with usuable techniques in a warm, personable manner. He has 36 years in the beauty industry as an educator, author and salon owner. Joe's goal is to have stylist's keep inspired, motivated and constantly raise the bar on themselves and the industry.