One of the most crushing situations a stylist can face is a client unhappy with their hair.
While some clients will speak up in the moment and give it a chance to be fixed, many will wait until they leave the salon, then vent about it in an online review.
Here are the steps to take to prevent bad reviews in the first place, and the best way to address them if they do come up.
Nip Bad Reviews in the Bud
1. Give a Winning Consultation
Just like many races can be lost at the starting block, a client service can be doomed from the start with a poor consultation.
Make sure you’re giving every client — not just the new ones — a thorough pre-service consultation that includes open-ended questions, active listening, repeating back what you hear from them, and a suitability analysis.
As industry legend and award-winning educator Sam Villa puts it: “I ask the client ‘What are your goals for your hair?’ I don’t ask them ‘What are we doing today?’” he says. “Find out their goals and interpret what they mean by that. It’s about fulfilling their expectations and needs.”
2. Be Transparent About Pricing
Sticker shock is a common complaint that clients won't express in the moment, but will bring up later in a review.
Avoid giving clients an unpleasant surprise at checkout. When you discuss the details of the service during their consultation, make sure to give them a good idea of how much it will ultimately cost.
3. Show, Tell, Teach
Villa goes on to say that every service is an opportunity to educate the client. “Whether you know it or not, you’re a teacher,” he says. “Teach them behind the chair.”
That means explaining what you’re doing as you go, and showing them how to style their hair when you’re done.
A bit of explanation and clarity goes a long way in preventing miscommunication during a service, and frees the client up to express their true feelings about their look.
“Focus on that person there in your chair with intent and purpose,” Villa says. “The hairdresser who wants to be a conversationalist will be left behind.”
4. Keep Lines of Communication Open
Ask them point blank how they like their finished look, especially if you get the feeling they're uncertain or unhappy. Let them know you’re open to hearing any concerns about it, whether now or after they get home.
So They Wrote a Bad Review Anyway. Now What?
1. Leave a Polite, Professional Response
Respond to the review as soon as you can with the understanding that this is not the time nor place to argue or be petty. Present your side in a calm and measured way, and ask them to give you a chance to make it right.
Remember, viewers who read the review will also see your response to it and will form an opinion based on your answer. This is your opportunity to show the bigger picture, demonstrate your professional demeanor, and reverse any hesitation potentially created by the bad review.
2. Don’t Give Away the Farm
Offering to redo a service is an acceptable response. Offering gifts or discounts is very much not. You don’t want to give anyone the idea they can score freebies if they leave a negative review.
3. Undo the Damage
If you do get the opportunity to redo their service, and the client is happy with the results — request that they remove or update their original review.
Because online reviews play a huge role in attracting salon clients, it’s wise to take them seriously. Prevention is the best approach, and mitigating damage can happen after the fact, as long as professionalism — and not anger — prevails.
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