The Aspiring Stylist with Tracey Franklin

Morgan Franklin: Welcome to the
Aspiring Stylists Podcast with

Tracey Franklin. Where to
begin,grow and aspire to become

the best stylist you can
be.Whether you're thinking about

becoming a stylist opening a
salon, or developing your skills

as an experienced stylist the
next step of your beauty career

starts here. Each week we'll
discuss strategic ways to

design, plan and execute on
becoming a stylist that excels

behind the chair and above the
bottom line. Here's your host,

Tracey Franklin.

Tracey Franklin: I want to talk
about the daily changes and

adjustments that we can make
within ourselves as a stylist

that will really elevate the
client experience and position

ourselves as the most
trustworthy and professional

beauty option for our guests and
our future guests. I firmly

believe that words matter and
the things that we say to

ourselves and others have a huge
impact on how we feel and how we

see things. You know, the
language we speak when

communicating with our guests
makes all the difference in how

they see us as professionals.

And if we're not using a
terminology that sounds

professional to them, then I'm
not really sure that we're

speaking a language that they
can be impressed with. Our

clients may not always
understand the professional

terms we use. But that doesn't
mean that we shouldn't use them.

It just means that we should be
taking the time to explain them

and make sure that they
understand, you know, I still

every single day I have to
explain the term barley asure,

it cracks me up. This word has
been around for 30 years, but

it's still baffles people are
still trying to explain what

this lived in color concept
means. But that doesn't mean I'm

gonna stop using the word. As an
educator I've grown accustomed

to most of my interactions with
my students being teaching

moments, and how that really can
translate into my relationships

with my clients, how taking the
time to make sure the student

understands or the client
understands is always worth that

investment. That time to explain
a certain process or how a

product can work can definitely
put the client's mind at ease.

And it definitely builds trust.

So when I explain the
psychological and emotional

impact of words on both stylists
and their clients, when you view

the people that you serve as
clients, it can feel very one

dimensional, as if your sole
purpose is to perform this

service and just let that be
that. But when you view them as

guests, I feel like that changes
our responsibility shift and

more is required of us. We need
to make sure that they're

comfortable, we need to make
sure that they're aware of all

the amenities that are available
to them. You know, when you

invite someone over to your
house, you don't just bring them

in the door and not explain
anything, right? It's like,

here's the bathroom. This is
where you can set your things,

what can I offer you to drink.

You know, when you think about
how you would treat a guest in

your personal life, it's not
really very different in your

professional life. We assure
them that if they need anything

at all that we are there for
them, you know, that feels

really different than I'm going
to perform this haircut on you

and then not see you again for
six weeks, that's definitely a

different feel. Let me share
some examples of how word

choices can really change the
dynamics. So at Aspire, I always

teach my students to not call
their texturizing shears,

thinning shears, I feel like
that's a really out of date

term. And I feel like it can
really be alarming to someone

who doesn't want to have their
hair thinned out. Ideally, we're

able to texturize most of our
haircuts to make them look

better. But the word texture
definitely sounds a lot more

professional and a lot more
appealing than Hey, I'm going to

thin your hair out. Also low
lights versus dimension, by se

I'm gonna pop in some low lights
into your hair, you know, that

doesn't sound as romantic is,
ooh, I'm gonna put some

dimension drops in your hair,
and you're gonna see all this

dimension, all these highs and
lows and you're gonna love it

feels very different. Although
those two words mean the exact

same thing. Spending versus
investing. This is my favorite

one. When I'm talking to my
clients, I don't talk to them

about how much money they're
going to spend in the salon that

day. I talk to them about how
much money they're going to

invest in their selves that day.

Now, how does that feel? A lot
better, right? A lot more bougie

right. Okay, we're gonna start
with the client approach. I want

to go into what their
traditional view of customers as

clients looks like in the beauty
industry. When your clients feel

like customers, then you feel
like a salesman. So it's really

important that you see them as
so much more than that because

your language that you speak to
them is going to be what makes

the difference in you being a
salesperson or someone that

really does have their best
interest at heart. Making a

personal connection with your
guests has never been more

important. They have more
choices than ever there are

literally talented hairstylist
on every corner. So when it

comes to Their beauty needs, we
need to give them more reasons

to choose us. clients need to
feel like more than just a

number, and we are the only ones
that can make them feel that

way. Now let's dive into the
guest approach. Let's talk about

the concept of treating our
clients as guests instead of

customers. Our relationships
with our clients are the secret

sauce, I mean, talented stylists
are everywhere, I have been

invited to countless weddings,
baby showers and birthday

parties. And I'm not sure how I
got so lucky. But I have been

such an integrated part of my
clients lives for so long that I

can't even imagine them being
called clients at this point,

they definitely feel more like
family. I've always known this,

but I'm more sure now than I've
ever been that the relationship

is what makes the difference.

You know, I want to talk about
my transition that I've been

going through lately away from
the chair, as I evolve, which I

definitely recommend you do. As
an artist, the things that you

want to do within your career
are going to change. And right

now I'm definitely in a season
of change. I'm focused on my

academy, I'm focused on
teaching, I'm focused on

cheering my team on to success.

And I'm less focused on the
actual work that I perform

behind the chair. And I guess in
my mind, I never really thought

about how that might affect my
guests that have been with me

for so long. But to be honest,
it's a little bit heartbreaking.

I feel like I'm going through
this series of tiny breakups

every single day, I wasn't
prepared for the emotional

effect that this transition
would have on my clients. A lot

of them have been supportive and
understanding and they've been

coming to my salon for a while
so they know that all my girls

are properly trained. So I guess
I just thought that the

transition would be seamless.

But as they quickly remind me,
it's not about the haircut, it's

about their relationship with
me. So although I'm very

touched, I'm a little bit caught
off guard and definitely

overcome, honestly with
gratitude for the connections

that I've made through all the
years. So as I transition away

from the chair, I believe these
deep and meaningful connections

are truly are priceless. I will
say however, it is important to

maintain professional
boundaries, if you're not

careful. The friendships that
you form and the connections

that you make with your clients
can make the lines very blurry.

Before you know it, you're
making appointment exceptions

and you're coming in on your day
off and you're not including

them in your most recent price
increase. Things that you never

would have considered doing for
them before are now on the table

and it can get a little bit
uncomfortable. So you definitely

have to maintain those
boundaries, it can become a

really slippery slope if you're
not careful. So definitely keep

business separate. So let's talk
about how this can impact your

growth as a stylist. A client
that feels like a guest is way

more likely to send you
referrals for one thing, they

will definitely be more willing
to do little things like leave

you a great review. But most
importantly, they are willing to

stick it out with you as you
grow. I can't say enough about

this when the connection is made
a simple slip up of cutting the

bangs too short or having to
cancel an appointment last

minute because you're sick. You
know, this kind of functions as

like this a fluffy little
landing place when that

connection is made, they're a
lot more willing to understand.

And they're a lot more willing
to see you as a human being.

They'll stick it out with you
through the price increases and

the reduced availability that's
going to be there. the busier

you become, you know, a real
person gets sick and a real

person has things come up. But
again, a client will be more

understanding when they respect
you as a person, their long term

benefits to creating a welcoming
and inclusive atmosphere in the

salon. So remember, it's up to
you to set the tone, the energy

and the vibe of the salon will
feel so much better. And you'll

be way more excited to go to
work and the risk of burnout is

so much less when you actually
are excited to see the people

that you get to serve. So if
you've been stuck in a client

based mindset for a while, then
it's definitely time to

transition into a more guest
based mindset and you can start

slow you know a few small shifts
will go a long way. Make sure

you greet them with a big smile
and a level of enthusiasm that

lets them know you're happy to
see them. Make sure that you

have a few amenities to offer
like something to drink when

they get there and maybe a snack
for those really long visits.

You can make sure they're
comfortable and check in often

to see if they need anything and
If your guest is chatty, make

sure you keep the conversation
going ask questions and show

real genuine interest. But if
they're a little more reserved a

little more quiet, then offer
them a magazine and a little

time to chill. Let them set the
tone. You know, these are the

things that we would do for a
guest in our home, right? So

again, the salon is no
different. Maybe no one else in

your salon is doing these
things. That's okay. You can be

the first you can set a good
example don't be afraid to be

the first one. Before you know
it, everyone will want in on

this new way of delivering great
experiences for all their

guests. So let's recap the
importance of language and

mindset in the beauty industry.

Words affect our thoughts and
thoughts affect our behavior. So

what is your behavior saying to
the people that sit in your

chair? I know that adopting a
guest based mindset can be the

difference between a three star
experience and a five star

experience for your guests.

Never forget that we're not just
hairstylist guys, we are day

makers, so make sure that
everyone's day is better because

of you.

Morgan Franklin: Thank you for
joining us on this episode of

The Aspiring Stylist Podcast
with Tracey Franklin. If you

enjoyed listening and you want
to hear more, make sure you

subscribe on Apple
Podcast,Spotify or wherever you

find your podcasts. The Aspiring
Stylist Podcast with Tracey

Franklin is a Morgan Franklin
Production. Today's episode was

written and produced by Morgan
Franklin editing and post

production by Mike Franklin.Want
to find out more about Tracey

and the Aspiring Barber and
Beauty Academy go to

aspirebarberandbeauty.com