Psychology of master and client: what is important for a PM specialist to know

Ekaterina Fastovets, silver medalist of the PM 2016 AWARD championship in the highest category “master stylist”, participant and speaker of PM conferences, author of the dot work technique on oily skin, winner of the main prize at the “Picturesque Beauty” championship (2017), winner of a special prize from Svyatoslava Otchenash at IBF 2017, official coach of PlasM in Ukraine

Possessing simple psychological knowledge, the master can not only win over any client, but also gain a reputation as a pleasant person. "Unraveling" a person at first sight and making him feel special, unique, you will make each of your sessions interesting and memorable.

How to meet the hidden needs of the client

In recent years, salon clients have changed a lot. They have become more informed, demanding, selective. Today, in the service sector, the focus is on the client, and not on the salon. It is necessary to focus on the client, his unique life position, needs and concerns. The main secret of the provision of services is that a specialist in the process of professional activity takes the position not of a seller, but of a consultant (does not sell his service, but helps the client become beautiful and happy). It is important to show respect for your competitors, the uniqueness and uniqueness of your services and your salon as a whole in your relationship with the client.

The work of the PM master belongs to the type of professions "man - man", which provides for his ability to interact with different people. One of these specific skills is the ability to recognize the type of client and, depending on this, competently build a model of their behavior and speech.

Psychotypes and their differences

Each person is individual and unique. We differ from each other in age, appearance, eye color, body constitution and many other individual characteristics that affect our behavior, communication, perception of information. All people are divided into four types according to the peculiarities of perception and processing of information: visuals, auditory, kinesthetics and discretes.

A person of any type in different situations uses all three ways of perceiving the world, but everyone has a channel that works more actively. It is better to communicate with people from these groups in their language. That is why it is very important for the master to distinguish with whom he speaks in order to convey information to the client in his main language.

Visual clients receive information through vision—visual patterns, colors, and shapes. They follow fashion, have a delicate taste and, first of all, will appreciate the interior of the salon and the appearance of the master. And if the overall picture matches their idea, they will definitely use the services offered, but if not, they will simply leave this salon. Visuals absorb information quickly, but can just as easily forget it. Visuals gesticulate more than other types of people, and this is due to their desire to "show" what they are talking about. This client's standard set of phrases: "I want to show you ...", "I was told ...", "What will it look like?"

When communicating with this type of clients, it is advisable for the master to use the following speech turns: “It looks…”, “Let's look at…” In this case, you need to use a lot of gestures, and also offer to look at yourself as a result of the PM procedure.

An auditory person is someone who receives basic information through sounds. When interacting with the master, he pays more attention to the timbre and volume of the voice. Such clients like to listen to music, talk to the master, ask different questions.

The auditory client is an attentive listener, delves into every word, makes clarifying remarks. The master should not interrupt the auditory when he began to speak, otherwise he will start again or refuse to speak at all. For such a client, it is necessary to prepare a competent commercial offer, where every word must be considered.

A kinesthetic person is one who perceives information through touch, smell, and tactile sensations. It is important for kinesthetics that the environment is comfortable. You have to convince such a buyer of the absolute quality of your services. During communication, he is located closer to the interlocutor in order to be able to touch him, "grab him by the elbow." Such clients can be identified by quiet speech, low timbre of voice. They like to touch different items in the salon, the overall impression of the service rendered is important for them. The master, in order to understand the feelings and impressions of the kinesthetic client from the procedure, should ask questions: “What do you feel?”, “What are your feelings?”

A discrete is a person who perceives information through logical comprehension, with the help of numbers, signs, and conclusions. These people have a constant internal dialogue, and information presented in numbers, graphs, on electronic scoreboards is important for them. In a conversation with such people, everything is logical, concrete and there are no lyrical deviations.

When communicating with a discreet client, it is important for the master to explain the sequence and significance of the proposed service, focusing on the result. Accurate data is important here. These are people of the new time, a special kind of clients for whom a separate advertisement-presentation is being prepared. There are more and more of them in the world, so their needs cannot be ignored.

It should be remembered that visuals, audials, kinesthetics and discretes are extremely rare in their pure form. Each person has all these systems, but one of them is dominant. It is important to remember that all people are very different, each of us requires an individual approach.

How to recognize the leading channel of perception and processing of information in a person? Often enough to watch!

Psychological features of communication with a client

1. Be punctual. Assign time and distribute work so as to receive the client at the appointed time. If you are a little late with a previous client, be sure to apologize to the next one. Respect people and their time.

2. When preparing for a meeting with a client, pay special attention to your appearance. Working with unfamiliar people, the master himself forms his own image of a business person. We don't have a second right to a first impression.

3. Upgrade your skills. Courses, seminars, exhibitions, master classes, professional books and magazines, advice and experience of colleagues - no knowledge and skills are ever superfluous. To work with regular customers, it is necessary to develop new and complex techniques and much more.

4. Pay attention to the person. Refer to the client by name: this will convince him that you care about him personally. Be friendly and smiling: this will relieve stress.

5. Keep up the conversation if the client wants to talk. Know how to listen and hear, share information. Do not discuss personal issues, but if the client decides to share his own, be understanding, but avoid the temptation to give advice and express your opinion. Do not gossip or discuss other clients.

If the client is interested, comment on your actions, explain what is happening and why, what is the expected result. At the end of the service, sincerely thank the client for contacting you. Say that you will be glad to see him in your salon. After you finish working with a client, take him to the reception, make sure that there is someone there to take payment. Do not stay in the reception area when a client is paying a bill.

6. Clients of salons pay attention to the service and the range of procedures offered. A friendly receptionist, coffee offered on time, free internet, up-to-date information about special offers and new products - these moments play an important role in evaluating the salon service.

7. Be sure to establish feedback with the client. Periodically write or call to ask how he feels, whether the results of the provided PM service are satisfactory. Any person will be pleased if, by contacting you again, he sees that you remember him.

8. Call-reminder of a visit to your salon. This, as a rule, is done by the salon administrator. The client understands that they remember him, they are waiting for him. And that's always nice for everyone.

9. The power of privilege. This is the great word VIP - "VIP", which takes you to a world of other possibilities. It has been established that the majority of clients secretly or explicitly want to move into the VIP category. Give them this joy! Of course, you will have to take care of how, instead of banal discounts on all subsequent services, give him something that really emphasizes your special attitude towards him. Also, for regular customers of the VIP category, you can send holiday greetings - all this will add a certain status to your salon.

Each of these items is important when serving a new client. And regular customers, in turn, are an important foundation for the economic stability of a permanent makeup salon.

Skillful use of these recommendations in your work will allow you to win over a new visitor and turn him into a regular guest of your studio.

In conclusion, I would like to focus on the psychological overload of the master.

As representatives of the service sector, we are forced to constantly contact a large number of people, or rather, with women, each of whom needs to be given personal attention. Often clients come to us to escape from a difficult life situation, improve not only their appearance, but also self-esteem, and a true professional must do everything so that the visitor leaves him in a joyful mood. An overstrain of mental strength is fraught with emotional burnout, and in order to protect yourself from it, you need to be able to abstract from events at work, find time for your favorite activities, relax with friends or fruitful loneliness.