DEBATE
"Why is the client/hairdresser relationship so important"
Three business owners discuss the relationships that shape their business
JOE EMIR, INANCH LONDON
1 Our clients aren’t simply coming to us for a haircut or hair extensions; they’re trusting us with something that can have a huge impact on their confidence and how they feel about themselves. The best relationships are built through listening, understanding what a client wants, being honest about what is achievable and consistently delivering an exceptional experience.
In many cases, we’re part of important moments in our clients’ lives, from weddings and career milestones to supporting them through hair loss or medical conditions. That level of trust should never be underestimated.
No matter how busy a salon becomes, every client should feel relaxed, listened to and valued. It’s easy to focus on the next appointment and forget that every client has chosen to spend their time and money with you.
Equally, clients don’t always see the expertise, education, creativity and preparation behind consistently beautiful results. Hairdressing is a highly skilled profession, and great hair is a partnership. When both sides understand and respect each other’s role, that’s when the strongest, longest-lasting relationships are built.
HELLEN WARD, RICHARD WARD HAIR & METROSPA, LONDON
2 The hairdresser/client is so different from any other client-facing relationship because it’s so personal and intimate. We are the only profession where touch is a regular part of the experience, and clients also share intimate details of their personal lives with their hairdressers. That makes it one of the most unique customer relationships in any industry.
A long-standing team also makes that relationship special. Many of our clients see multiple operators and have a relationship with the whole team, from Nick, our barman who’s been with us 30 years, to Jean, our 91-year-old cloakroom lady, who’s been with us since we started. Feeling like you are known is invaluable. Our reception team can often recognise a client calling before they give their name, and in a business of our size, that’s a real point of difference.
The relationship can sometimes become too personal, particularly around pricing and cancellations. Clients may expect flexibility from their hairdresser that they wouldn’t expect from a dentist or restaurant. Ultimately, mutual respect has to work both ways.
REBECCA CARR, REBECCA HAIR SALON
3 Clients trust you with more than their hair – they trust you with how they feel about themselves. I’ve been doing this since I was 12 and the thing that’s never changed is that clients come back for the relationship, not just the result. They want to feel understood, remembered and looked after. That’s what keeps someone coming back every six weeks for years.
Our destination salon concept came from my own experience of juggling business and family. Clients can get their hair done, grab lunch in our café, book a beauty treatment or get their car valeted, all in one visit. I wanted to save clients time, not just provide a service.
However, salons can get comfortable and stop listening once someone becomes a regular, while clients can forget the skill and time behind what we do. The fix is consistency. A warm welcome, a spotless salon, someone who genuinely listens and cares – these basics build trust. That’s why we build systems around the client experience, with proper training, clear standards and a team that understands what every visit should feel like. That’s what earns trust long-term.