The men's grooming market is white hot and men are visiting the salon more than ever. How do you keep them coming back? It's not as challenging as you'd think. Making a few simple changes will help increase your male client retention and improve your earnings from this important segment of your business. There are three main areas to focus on when trying to retain your male clients.
1. Your Salon Environment
No guy wants to read ladies magazines and sit under a pink cape with lipsticks silkscreened on it. Little things like including some men's magazines, adding more neutral colors, offering your male clients a beer, and adapting your salon's language and services menu to include guy friendly language are just a few things you can do to make your guys feel at home. For more thoughts on how to retain your male clients, read my Four Corners of Success for Retaining Male Clients.2. Your Technical Skill
Cutting men's hair requires a different approach. Unlike ladies styles which are softer and fuller, men's styles are leaner and more masculine. Taking classes at your local barber college or those offered by men's product companies like American Crew are a great start. They can teach you the techniques and language to help you give the best men's cut possible. I've often found the best men's haircutters are those who have studies both cosmetology and barbering.• Techniques for Cutting Men's Hair
• The Best Tools for Cutting Men's Hair
3. Your Approach to Retail
Offering men's styling products shows your commitment to serving your male clients. Many major product companies now offer men's lines. These products are packaged and fragranced to appeal to men and can really help increase your bottom line. Make sure your staff is well trained on the usage of your men's products.• How to Sell Product to Men
• Guide to Men's Styling Products
