Teréze Taber
Whether you are a one-chair stylist at home or part of a big salon team, the foundation of success is the same. It is not just skill with scissors or colour bowls. It is not even how many followers you have. The real secret is communication.
I have spent years completely immersed in the salon world. I was one of the co-owners of Vivo Salons, and grew it to 85 salons across New Zealand. These days, I work with salons nationwide through Behind the Brand. But here is the twist… I have never been a stylist. Which means I see it all from a client’s eyes.
And from that perspective, here is what continually surprises me: how quiet stylists can be when it comes to talking about hair. Yes, really! You will happily chat about my dog’s new sweater or your guilty obsession with MAFS, but when it comes to your actual expertise? Suddenly, silence.
Why We Need You to Speak Up (and I mean NEED! HELP!)
As a client, I do not just want you to chat with me about the weather. (We both know I am going to say “gosh it is humid today” for the 47th time anyway.) I definitely do want the gossip about that person’s boyfriend, divorce, or fashion choice… but I also really want you to talk to me about my hair.
Tell me what you see. Tell me what you would do if it were your head of hair.
I might know a little. I can spot split ends and tell the difference between blonde and brunette, sure. But beyond that? I am basically a whizz with a GHD and that is where it ends. Do I need more hydration? Protein? Keratin? Are these even the same thing? Should I be using a treatment? Or…a toning treatment?
You know the answers. We do not.
Clients Actually Want Leadership
Honestly, I would love it if you just ran that part of my life for me. I am already juggling a million things. Having your insight and guidance as a stylist is worth its weight in gold. And yes, gold I am literally prepared to pay for. With my credit card. Gladly.
So Please:
- Send me the rebooking reminder.
- Text me three weeks after my colour and suggest a toner refresh before that wedding or night out.
- Offer me the treatment or product that will help my colour last longer.
Life happens. Social events pop up, holidays get booked, photos get organised. If you are standing in the wings with an appointment available, I will be booking. Because otherwise I will end up trying to “DIY gloss” with coconut oil from the pantry, and trust me, no one wants that.
The False Economy of Silence
Here is the thing. When you do not communicate, clients like me fall into what is called false economy.
We think we are saving money by picking up a cheaper product at Chemist Warehouse or grabbing whatever is trending on TikTok. But what actually happens? We waste money on products that do not work, pile up half-used bottles, and still do not get the results we want. (My bathroom shelf looks like a haircare graveyard.)
One stylist-recommended product would have cost less in the long run and actually worked. Instead, I have a line-up of serums promising shine, frizz-control, thickening, smoothing… basically everything except what I really needed.
And do not even get me started on DIY colour. A home dye job once turned me a shade I can only describe as “jaundice” after I tried henna on blonde hair. An expert could have saved me from the year-long correction process.
A Practical Way to Start
If sitting down and texting every single client feels like too much, here is the trick: spread it out. Aim to reach out to your client list once a month, across the month. Even a simple, friendly check-in can boost bookings and retail.
And do not be shy about recommending products even before the client sits in your chair. For example:
“Because you are going with that gorgeous copper, would you like me to set aside a colour-saving conditioner that keeps your shade rich? My other copper clients are loving it.”
That little nudge does two things: it shows you are thinking ahead, and it taps into the oldest motivator in the book: envy. If everyone else is loving something, of course I want it too. We are only human.
Communication Is Connection
So here is my plea to you, whether you are running a big salon or working solo: talk to us. Do not ghost us for six weeks. Do not assume we know what we need. Because we do not.
- Tell us what you see in our hair.
- Suggest what we should book next, and book it then and there.
- Share the why behind your recommendations.
- Lead us, clearly and confidently.
Because at the end of the day, we want to feel cared for. We want to feel seen. And we actually want to give you our money, if only you will take it.
Final Thoughts
The magic of hairdressing is not just in the cut or the colour. It is in the conversation. Do not be afraid to talk with us about what you know best: hair.
Teréze Taber
Co-founder, Behind the Brand Agency