© Tom Zappala | All rights reserved | License Number 286247 | ABN 27 306 081 547
Reference photo only. Tom does not photograph clients.
The decision to not sell retail in my studio was well-considered and thoroughly researched. The consensus here overwhelmingly indicates that one of the most annoying aspects of an experience at a conventional salon is being sold products at the culmination of a service. There are numerous psychological studies which directly explain why there is specific resentment surrounding this long standing practice. It largely comes down to the following.
When we are desiring and obtaining a personal service, our needs and emotional resonance is held in the nurturing centre of the brain. It's why we have those warm, softening sensations. When we decide to shop, it shifts into the reward centre. This experience brings with it energy, excitement and a nice little dopamine hit. When an individual chooses to nurture, they are craving a specific state of mind and our brain reacts unfavourably to anyone who tries to shift that to an emotional space different than the one we seek for ourselves. Moreover, when coming out of a nurturing personal service, we are often more vulnerable. Consequently, it feels emotionally manipulative to use that moment in an attempt to sell products. This is one of many reasons why clients hate that tactic.
As my entire professional approach is to support clients who have a history of frustration with conventional salon services and practices, the decision to not sell products here is to help ensure an experience here which is entirely positive. What I offer instead to those who come to my studio is the wisdom and guidance of 30 years in the industry. This education is readily welcomed and absorbed by clients as it is not attached to a sales attempt. The number of clients I have who specifically mention this as a reason they promote my practice is enormous. As stated elsewhere in this blog, my entire career has been directly shaped by the feedback from the individuals who are actively responsible for its success: my clients. I know, this seems like a crazy business idea, but the alternative is absolutely not for sale.