Video consultations helped many salons keep in touch with clients when they were forced to close during the pandemic. While many abandoned them when restrictions were lifted, others have continued using this technology to offer clients increased convenience and personalization. Video consultations tick both these boxes (and a whole lot more), which is why it’s becoming one of the most effective marketing tools in the beauty industry.

By offering potential clients a no-obligation, face-to-face virtual conversation, salons can showcase their expertise, build trust, and stand out in a competitive market. Video consultations also enable salons to provide tailored recommendations, allowing clients to visualize results before investing time or money. This reduces booking hesitation and can turn curious browsers into committed clients.

In this two-part series, we’ll share how to use video consultations to boost your bookings and the best strategies for offering virtual hair and beauty consultations. With this advice, salon owners can enhance their offerings and increase their profits. 

How Video Consultations Build Trust And Remove Barriers From Bookings

One of the main obstacles to booking a salon service is uncertainty. Will the stylist understand what I want? Will the treatment suit me? A video consultation can set the client's mind at ease by allowing them to discuss their needs in a personalized way before setting foot in the salon. 

 A video consultation is the perfect opportunity for clients to ask all their questions, discuss the styles they’re considering, and address any concerns they may have. This gives stylists the opportunity to suggest suitable treatments or do mini-demonstrations to reassure nervous clients. Most potential clients will quickly bond with friendly and knowledgeable stylists, making it a seamless transition to a salon booking.

According to a survey by McKinsey and Company, 71% of consumers expect personalized interactions from brands. Video consultations are ideal for meeting these demands because the face-to-face (albeit virtual), customized guidance can reassure potential clients and make them feel valued before committing to a booking. 

Video consultations also remove barriers for clients who are skeptical about trying a new salon. It's a risk-free way for them to meet the team, ask questions, and feel comfortable with their choice. Plus, for busy clients, it's an easy way to connect without attending an in-person session.

Ways to Use Video Consultations as a Call-to-Action in Digital Marketing

Much of advertising is done via digital marketing these days. Although most clients are tech-savvy, you still need to include a strong call-to-action (CTA) across all your digital channels to tell them what to do next. For example:

• Website: Feature a prominent "Book a Free Virtual Consultation" button on your home and service pages.

• Social Media: Create Instagram and Facebook content to highlight real consultations (with the client’s permission, of course) or role-played versions to show potential clients the value of a video consultation.

• Email Marketing: Send targeted emails to hesitant leads, inviting them to a quick, no-pressure chat to discuss their hair or beauty goals.

• Paid Ads: Promote video consultations through Facebook and Google Ads, emphasizing the personalized experience and expert advice.

By positioning video consultations as a simple first step, salons can move clients through the decision-making process more quickly and boost salon bookings. 

Positioning Video Consultations as a Free Value-Add On for New Clients

Video consultations are a huge drawcard for new clients. Offering a free virtual consultation as part of your service can set your salon apart from the competition and create a fabulous experience—before the client even sets foot in your salon.

When using video consultations as a value-add, you should emphasize:

• Personalized Advice: Clients get expert guidance tailored to their needs.

• Time Savings: No need to visit the salon for an initial consultation. When you arrive for your treatment, the stylist will already know what you want and understand any potential issues with your hair or skin. 

• No Pressure: A relaxed conversation helps clients feel comfortable before booking.

Doing so will make booking more appealing, create excitement around the appointment, and put your client at ease. 

Upselling During a Video Consultation

A well-structured video consultation boosts salon bookings and opens the door for upselling additional services and products. Here are some ways to make the most of these virtual meetings:

Introduce premium packages: If a client wants a particular haircut, mention add-ons like deep conditioning treatments or a balayage package that covers a series of appointments.

Recommend products: When a customer has concerns about their skin or hair, suggest salon-exclusive products that address their issues.

Offer membership or loyalty programs: Share details about VIP memberships or pre-paid service packages that provide long-term savings.

There's no substitute for human interaction. Salons can easily upsell additional products to benefit both parties when a client and stylist connect during a video consultation.

5 Steps to Guiding the Consultation Toward a Confirmed Booking

The whole point of offering video consultations is to secure more salon bookings. The last thing you want to do is have the perfect video conferencing setup, complete the consultation without a hitch,  and then not see the reward of an actual appointment. 

To be successful, you must be engaging and structure your conversation strategically:

1. Start with rapport: Greet the client warmly and ask about their intended hair or beauty treatments.

2. Assess their needs: Listen carefully to their concerns and make professional recommendations.

3. Showcase expertise: Sharing examples, photos, or testimonials will demonstrate your skill and help establish trust.

4. Create urgency: Mention limited availability for certain services or seasonal promotions.

5. Close with confidence: Ask a direct but friendly question, like “Would you like me to schedule you for this treatment next week? I have a Monday morning slot open.”

Following up with a personalized email or text message with a direct booking link can also help convert clients who are still undecided. 

From On Screen to Booked Appointment 

While video consultations became a necessity in 2020, they’ve now evolved into a smart, strategic way to boost your salon’s bookings and improve the client experience. You will be amazed at the growth in your business if you incorporate video consultation into your marketing strategy. 

When a stylist takes a few minutes to connect with clients during a video consultation, shows interest in them as individuals, and goes the extra mile in making recommendations that address their needs, it naturally translates into more salon bookings and creates the foundation for a long-term relationship.

About the Author:Jill Goodwin, a seasoned wordsmith and avid outdoor enthusiast, skillfully weaves her passion for adventure into the fabric of her captivating storytelling. Accompanied by her loyal Australian Shepherd, Finn, Jill's content springs to life, immersing readers in the untamed beauty of landscapes and the spirit of exploration.