Are you taking pictures of the back of clients heads?
Let's start with a question.
What do you want to achieve by taking a picture of the back of a person's head?
If the photo is for other professionals in the industry who can look at the technical work, the skills to produce the incredible result, then that photo is perfect.
However, if taking the picture is to build a client base, it's not enough.
If you need to take photos to support client growth than YOU or the client's FACE must be in the picture, and here's why.
If you want people to have a response, even take action they need to experience an emotion.
That's how pretty much every single human on the planet works.
We experience an emotion, which leads to feelings AND that's when people take action.
When a client (or potential client) books or buys anything from a salon or spa at least 70% of the decision is based on emotions, some scientist put it as high as 90%
Booking and buying is up to 90% emotional and only 10% logical
People WON'T get emotions from looking at the back of someone's head.
No emotion leads to NO ACTION
whether booking or buying
People DO get emotions from seeing a persons FACE
Everyone's brain is hardwired to respond to faces.
From the moment we are born, you, me AND clients are reading the face for social cues.
We can tell if someone is happy, sad, scared, or angry for example, by their facial expressions.
We read the face to understand and connect with a person.
That's why a video or photo has MORE power with the face whether the client or team member.
My Top Tips
Give Yourself an Identity
It is YOU that potential clients need to connect with, so IF you do take a photo of the back of a clients head pull up a cutting stool, and get someone else in the team to take the picture.
You NEED to be in the photo.
Either take the photo as you work or stage the shot as if you're working, take a few photos so you can select the most natural.
Be smiling or laughing and try to get a picture where you look at the camera, eye contact.
Because you will be remembered, your face will show you are friendly, likeable and that makes you more trustworthy.
People ONLY buy or book from people they LIKE and TRUST
Only Ask Stage 8 Clients
A stage 8 client wants to help you. every client goes through 8 stages before they are loyal and want to help.
If a client in stages 4 to 7 is asked they will be less likely to agree or there is a risk, they will FEEL uncomfortable, and that could damage the relationship, even lose the client.
Need to know the eight stages of the loyal client?
I've shared as a gift two lessons from Salon Team Training, the 2nd lesson is;
The GOLD of Fast Growth, Referrals, Reviews and Ratings, Part 1
In this lesson, I share the eight stages a client goes through to become a loyal client who is happy to help you.
Stage 8 clients will not just refer friends and give reviews and ratings, but they will also be open to filming testimonials and being in photos.
Click the link below
Go BIG get Small
Ask for something BIG to get something small. If I asked a client to make a video with me (something BIG), for many clients this would be too much.
After the client has declined, given a reason why they don't want to make a video, reassure them and ask for something smaller, the photo.
Because the client has declined the first BIG request, they will feel MORE comfortable and HAPPY to say YES to the second SMALLER request.
"Julie, your hair looks amazing, I'd love to make a quick video of use to together, would they be OK?"
Look and listen to the client, if they say they would prefer not too or as you look at the client's facial expression you can see they are NOT comfortable add;
"its OK if you're not comfortable, I completely understand, if its easier and you'd prefer we can do a photo, how does that sound?"
The key is to ask with confidence, after all, what's the worse that can happen?
The client says "no" it's not personal, it's not a rejection of you as a person, they just don't want to take a photo.
If you or team members FEEL uncomfortable asking clients then rehearse it! In the online course, I share three different ways to rehearse when building client skills and confidence.
Practise makes perfect!
Pick carefully WHO you share photos of!
A little story, I've been training salon and spa teams for nearly 20 years, and one of my courses is on communication, which includes body language.
A while back I saw a video, at first, I thought this is fantastic
Video IS the second most POWERFUL marketing tool.
A stylist showing potential clients the results of their work, beautiful hair.
It had been edited to show colour being applied, the stylist and client smiling, laughing.
It went to the backwash, styling the hair and then the end look.
AND that's where it all went wrong!
You see I stopped watching the stylist and watched the client, as the stylist "flicked" her hair (A LOT) and span the chair her expression changed too;
"OMG, what are they doing? "I DON'T LIKE THIS" "I FEEL UNCOMFORTABLE"
It SCREAMED down the lens the client was very uncomfortable, not the message to share on social media!
Whether a video or a photo make sure the client's facial expression screams "I LOVE IT" and not "I HATE IT" because the potential client WILL read the facial expression.
It may be a client didn't LIKE having their photo taken and NOT I hate my hair, a potential client looking isn't going to know.
ALL they can be sure of is; This person is NOT happy!
and that's not the emotion a salon or spa wants to share, so carefully select which video's or photo's to share of both the client AND the team member.
Wrap it up!
To support your marketing use pictures that include a face, client, team member or both.
People will respond with emotions when seeing a face, 70-90% of buying is emotional.
People can connect, decide if they like and trust someone by reading facial expressions
Before posting ANY video or photo's check the facial expression of the client SHOUTS I LOVE the salon
It's YOU potential clients need to see because it is YOU they need to FEEL they can like and trust.
So please don't post pictures of the back of peoples heads, unless you're in it!
In the next Revenue Newsletter, I'll be covering what to write with that photo to have a greater impact.
Need to know the eight stages of the loyal client?
I've shared as a gift two lessons from Salon Team Training, the 2nd lesson is;
The GOLD of Fast Growth, Referrals, Reviews and Ratings, Part 1
In this lesson, I share the eight stages a client goes through to become a loyal client who is happy to help you.
Stage 8 clients will not just refer friends and give reviews and ratings, but they will also be open to filming testimonials and being in photos.
Click the link below
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