BRAVE THE BEARD

BEFORE REACHING FOR YOUR GROOMING TOOLS, A THOROUGH CONSULTATION IS NEEDED FOR YOUR BEARDED CLIENTS, HERE’S WHY…

It’s well known that consultations, whether for styling, cutting, or grooming, are a key part of a service, for both you and your client. Which is why, like any hair consultation, barbers should always consider beard consultations.

“A consultation can be as quick as one minute, or as long as 30 minutes,” says Mark Maciver, barber and owner of Slidercuts. The time during a consultation is used to fully understand what it is your client wants from you, but it also gives you the opportunity to let your client know what is achievable. “It’s important to understand what your client is after, what look they want, and the feel they want,” Mark adds. “Many clients will come in, sit down, and say, ‘neaten up my beard’, without realising that ‘neaten up’ might mean something different to them than it does to you.” A consultation for a haircut may be easier to approach than one for a beard, so it’s important to break it down and give your client different things to think about. “We’ve been doing haircuts for so long that we have a fixed set of styles that people go for. Beards on the other hand, are more of a recent trend,” Mark says. “There are so many variations that you need to have that conversation to avoid your client leaving unhappy due to the lack of consultation.”

Natalie Cresswell of Cresswell Barber Co. tells us that when it comes to grooming beards, she likes to get clients comfortable both mentally and physically. “You want to gown them up and stand to face them with your back to the mirror, so you’re investing in your client, ready to start the conversation and listen,” she says. In Natalie’s experience, being a female can be challenging when grooming her male clients’ beards.

“Men are far more precious over their beards than their head hair, so the client needs to feel at ease and as though they can trust you. Clients are particular about how they want their beards, and being female, they tend to assume I can’t cut beards very well, so it’s an extra effort for female barbers to be able to gain that trust. For me, the key is to listen to exactly what your client wants. It’s important to take your time and show respect by paying close attention and letting them speak.” This is why facing them during the consultation, will give a professional and kind approach to the service.

Not only is it crucial to gain clients’ trust during a consultation, but it’s also key to check their existing beard. “Check the length, shape, growth patterns in the hair, and their skin sensitivity,” Natalie says. “Having a conversation about how your client’s skin reacts to any products, whether they’re allergic to anything, and if they’re sensitive to a cut-throat razor, allows you to respond in an educated way.”

But it’s not all down to you as a barber, explains Mark. “With beards, there’s so much more than what the barber is doing, especially with afro beards, it takes more than just cutting it into the right place, and having the right shape,” he advises. “It’s about how the client takes care of their beard once they’re home, and making sure they use the appropriate products. Many people have beards that become dry and begin to break, and the reason is because they’re not taking care of it, or they feel the only time they need to do something with it is when they go to the barbers.”

Understanding different beard textures, as with head hair textures, will enable you to give your client the appropriate knowledge on how to keep it healthy and well maintained. “Ensure your clients are using shampoos that give hydration to the beard and are not harmful to the skin. Remind them to oil it, comb it out, or brush it,” Mark advises. “Everything you feel you should do to the hair on your head, you should also be doing to your beard.”

It’s also a great way to earn a little extra cash. “If your shop sells retail products, beard balms and oils always smell amazing,” Natalie shares. “And men particularly like to invest in hair products that smell good – sometimes buying the product because of the smell over what it actually does for their hair – so it’s a really easy way to encourage your client to treat themselves and purchase products.”

And a final bonus tip: “If your clients are going to grow out a beard, make sure to remind them to watch out for the pieces of dirt – or food especially – that get trapped,” Mark says. A fruitful beard doesn’t mean fruit in the beard! Natalie’s top tips to remember during a beard consultation

SHAVING GAME

• Don’t be frightened to speak your truth – you’re a professional, teach them what is best according to your professional judgement

• Pump up the chair to a comfortable position for yourself so you’re not bending down too much – always look after your back

• Always lock the chair – this prevents any injuries when using grooming tools

• Clean your tools in front of your clients – bonus points to gain trust

• Spend five to ten minutes making sure the beard trim is perfect once completed – don’t be afraid to ask if they would like it any shorter

• Make sure the client is 100% happy before they leave – give them a hand mirror to see their newly trimmed beard up close and personal

GET TO THE POINT

Mark Maciver shares what to ask your clients during a beard consultation What would you like done to your beard? Some clients may come in and know exactly what they want done, whereas others may need more help.

What kind of look and feel are you going for? Sometimes, clients won’t be able to explain what they would like done, so this question will help narrow it down.

Would you like the lines around your beard to look sharp, natural, or somewhere in between? This helps you understand exactly what look your clients are going for. They might just say ‘shape up’ or ‘line up my beard’, but have you asked what type of line up they want?

What kind of shape are you after? Do they want a neater version of what they have now? Do they want oblong? Do they want the sides lower? The bottom longer? Give them different options to think about.