Artist Spotlight | Maria Esparolini

Grab a cup of coffee (let’s be real, we all need one) and check out what Maria had to say:

Q: What do you love most about being a stylist?

All the opportunities for creativity within the industry. My clients lean toward my guidance and suggestions and I always get their ideas because it’s a two way street. I’ll make my suggestions, especially when it comes to making change; I do encourage my clients to make change. It could be their hair color, length, cut, whatever. What I do, if I see images on Instagram and I think of one of my clients, I’ll take a screenshot of that. I’ll say “hey, what do you think about this? I saw this look the other day and thought of you. What do you think about it?”  

Q: How do you recommend products when you’re in the chair? How do you do it without sounding salesy?

I explain every product I use and why I use it, when to use it and how much to use. That’s how I do it. The way I approach it is as an educator. I’m educating them and teaching them how to use the product, why to use, when to use, how to use, as I said. It might be with a styling gel or volumizing shampoo, I definitely educate clients on what I’m doing and show them how to do it. So, it’s never a salesy thing. I’ve always been a high volume retail seller, I’m very, very good at that. My customers know I’m not salesy, even my new customers, rarely will they not buy a product because they know that I'm not pushy, I’m just asking them questions about their hair and come up with a solution if I can. And then I educate them so that when they walk away, they know what to do. And let me tell you, when people come in and see me for the first time, it always takes longer for me to do their hair for these reasons - they say “no one has ever done this for me before! No one has ever shown me how to do my hair and what to use and not to use!” I have heard that so many times over the years. It is my job. It’s part of my job. It would be like a Dr. expecting me to go to the bookstore and figuring out how to take care of myself on my own. I had the benefit very early on in my career where I worked in a salon with a man who stressed this. So I learned right out of beauty school how to do this.

Q: How would you say having your own Online Store with SI has impacted your ability to sell retail to clients?

They like the option, they do! At first, it was a little bit slow getting going, but you know what’s helped more than anything is when they come in, I always send a PR after they’ve been in, I pull up all the names for that week and put in everything I used and discussed in their appointment and that goes out within a week of their appointment. Sometimes I’ll do a bunch together, say do them all on a Monday or a Tuesday. 

Q: What’s your best advice for educating clients about products?

Know the product line and understand how each product works. I went in and learned what the product is about, how it performed, you know, different types of care, and what each product actually does for the hair. I have to know and understand how each product performs and what the benefits are for the client before I can teach them to use the product. That mindset puts me in a position of being an educator, rather than someone who’s a salesperson so anxiety is nonexistent. The key is really knowing the product line inside and out, and why the stylist would use it. Why am I using it? What is the purpose of using this line over others? That’s huge. Huge! That’s it in a nutshell.

Q: One product you absolutely love?

Oh boy! One product? Oh my goodness! Hmmmmm. What about the top three? Styling spray absolutely. The next one would be styling gel. Hands down on that one. And the other one would be styling paste. Yep - those three! 

Q: If I was a new client walking into your salon for the first time, how would you provide an initial consult before getting started? 

First I ask for three images of inspiration, what they like about those images, and then I can get an idea of whether they are wanting a big change or a little change, ya know? I find out how much length they are willing to lose or keep, or whatever. I ask them about maintenance. Some people want no maintenance, some people don’t mind some maintenance. It’s important to know what they will do. So maintenance, how big of a change, and showing images is huge. That way I can say that part of it might work, but the other part won’t work and let me tell you why? The consumer just needs to know about recreating the style.

Q: How do you build loyalty with clients?

I rebook the next appointment before they leave. That’s it! They say “Oh, I’ll just call you!” and I say “Ok, well I’m booked six weeks in advance!” And they go “oh okay, I’ll just go ahead and make the appointment then!” 

Q: Do you have any goals for you or your beauty business?

Well actually I’m going in a different direction right now. I’ve been working on it for a year. What I will be doing is teaching a private one on one class in my studio. It’s either going to be for balayage or long hair design, or whatever they want. Those are the two services I will be educating about. I think I can do it! If I find it’s too much then I’ll just focus on the balayage part. It would be one on one with stylists. 

Q: How do you use SalonInteractive in your business? (favorite feature/how it fits into your day)

Oh there’s so many! How can you ask me that question? I mean I’m serious as a heart attack. Ok Product Recommendations for sure. And the email templates that I can set up for my newsletters - that is so wonderful, you guys! And of course my Online Store! I know that’s three things, you only wanted one, but it’s kind of hard to nail it down. I’ve seen other people’s software and there’s no comparison. I would never switch to somebody else. It’s the bomb, it’s amazing how it helps to streamline so many things. 

And that’s a wrap on our chat with Maria! Check out all of her incredible work her Instagram