State of the Barber Industry: The Rise of Hair Consultations
This article originally appeared in my newsletter, theGuideline. Sign up and get trending barber content sent right to your inbox every Monday.
In case you missed last week's newsletter, we are running a special mini-series to close out 2023. Each week, we will share a theme related to the current State of the Barber Industry.
The themes are based on compiling observations from the content we have shared throughout this year. Let's talk about the next theme.
If a client is not happy with their haircut, the consultation probably had something to do with it. Barber content has shifted from haircuts to hair consultations.
By posting consultations, the barber shows that they care about the client's needs and genuinely want to deliver a haircut that matches their face shape, hair type and lifestyle.
With many clients looking for a barber on Instagram, these consultation posts have performed extremely well in building clientele. (This is a perfect example). When you think about the majority of barbers, this kinda makes sense.
The Problem
The majority of barbers ask zero clarifying questions during the consultation. It sounds something like this.
Barber: What are we doing today?
Client: I'd like a mid-skin taper and a little off the top.
Barber: Sounds good.
(End of consultation).
The barber proceeds to do the haircut, but since they didn't take the time to deeply understand what the client wanted, the client isn't satisfied. The client is on to the next barber...Like this guy who went through 5 barbers.
The Solution
Personally, I credit 12pell with sparking the hair consultation content revolution. They have built a brand on being 'the new generation of hair care experts'.
By creating a space where the client can share about their hair frustrations and hair goals, the barber has a better understanding of what the client actually wants. This knowledge makes it much easier to deliver a transformation. Here's an example.
Then there's the New Era of Barbering consultations. You'll probably hear the client mention how far they drove to get the cut (like this client who drove 3.5 hours) or the barber will ask something along the lines of "So this haircut is $100, why are you willing to spend that?"
The New Era consultation highlights that there are clients who are willing to drive far distances and pay top dollar. Similar to 12pell, this all reveals that the culture is shifting.
So why does this matter?
We are witnessing a grooming revolution. With the continued rise of social media, clients save posts of haircut consultations and show them to their barber for inspiration. Clients are even willing to drive far distances to get serviced by a barber who listens.
I break this down in greater detail in The Barber's Playbook. Specifically, I explore how the Sandler Sales Methodology and LAERing can help barbers level up their consultation game.
Whether you check out the playbook or not, just please do me one favor. Ask at least one clarifying question during your consultation.
Written by Matthew Mendoza
Licensed barber, educator and consultant based in California. He is passionate about helping barbers pass their barber exam, develop their business and diversify their income. He hosts a podcast, writes a weekly newsletter for the modern barber and offers 1-on-1 consulting.
