The Care and Feeding of a Client

by Naomi Mannino

How do famous stylists keep their clients coming back? We asked…they told!

"When in doubt, leave it longer! Cut too short and you'll never see them again!" - Janine Shuman, Superstars International
"No matter what, never let them see you sweat!" - Icon Jesse Briggs

"I love it!" - A hair stylist's favorite three words! Almost every successful stylist agrees that when you open yourself up to caring about each client, they can feel it. The results show and both of you are left with that feeling… "that giddy feeling" as Sean Yoell of Accents Hair Studio in Ontario Canada describes it, that makes clients come back for more. And, when your salon is a place that makes people feel good, they automatically gravitate toward it. Janine Shuman, stylist, teacher, and motivator of Superstars International sums it up this way, "During 9/11 my salon in Westchester, NY experienced the busiest season in the history of our 15 years in business. The answering machine filled with clients wanting to come in that week! First I thought 'is there something wrong with these people?' Then I quickly realized my salon had always been a gathering place where people trusted us and felt good about themselves. They were all sharing their personal stories and looking for some sort of nurturing to feel safe. I was never prouder as an owner and of my staff."

Show, don't just tell. "Show them something visual. I show them pictures of what I am thinking about. This gives them something to see. As for hair color, I use swatches and literally put them next to their face. It works because instantly they will tell me whether the color is too light or too red or too green. This way, they will tell me what they think and then we can agree," says Celebrity stylist Nelson Chan of Nelson J. Salon in Beverly Hills California.

Put them at ease. "Talk to them…listen to them. If a client doesn't feel comfortable with you, they're not going to come back to you!" urges Terry Calvert, Creator and Art Director of Clipso Salons.

Get busy. "Want to be busy? You've got to get out there being busy helping others feel good. Compliment others' work…do a little something for free in your community…get involved and you'll find yourself a celebrity stylist in your own town. Clients come to escape their problems so be the place that makes people feel good," advise industry icons Janine & Adam Shuman of Superstars International.

Give them a little magic. "Almost everyone who walks through the door at any salon wants a little MAGIC so coming to the salon should be a memorable, special experience. Make it a fun place to go and they'll keep coming back!" quips Jet from Jet Rhys Salon in San Diego.

Watch yourself! "Remember, not only are you sizing your client up, they're sizing you up to. Do you smell of cigarettes? Are your clothes ill-fitting and stained? Do you have strange hair yourself? Clients want someone they can trust with their image so think about your own image." explains Jesse Briggs, hair icon.

Push yourself. "The only stylists who have boring clients are boring stylists. That's why it's so important to push yourself." says Mark Hayes, International Creative Director, Vidal Sassoon.

Get real. "Spend time talking and learning about this person you're about to affect before you ever pick up the scissors," advises Sean Yoell, owner, Accents Hair Studio in Ontario Canada. "Try to Invest in a special, comfortable private place where you can talk to a client eye-to eye before she sits in your chair. This way if she says, 'No I really don't want bangs' you can ask her about her experience with bangs and really LISTEN!" adds Jesse Briggs.

Teach them at-home tricks. The Jet Rhys Salon has a monthly BYOB (Bring Your Own Blow dryer) event where stylists teach clients how to style their own hair themselves. Always give your clients tricks of the trade and they'll be dying to come back for more!

See More Stories