Trust Me – I'm a Doctor (Of Hair)!
According to a recent survey hairdressers are the most trusted tradespeople in the UK. The survey quizzed 2000 members of the general public. It was conducted by ICM on behalf of internet services provider Gradwell. 26% named hairdressers as the most trusted, ahead of driving instructors at 18%. 42% of people trusted car salespeople least, ahead of builders & roofers (21%). When questioned about what influenced their perceptions of tradespeople, the majority (63%) said they would be more likely to trust a member of a professional body or association, and 61% would trust somebody who could provide a reference.
Commenting on the findings, occupational psychologist Chris Lewis said: “Trust plays a major part in our decision to hire a tradesperson. Trust is a powerful and complex driver in ‘why’ and ‘who’ we choose. Scientists even believe that it has a chemical basis (the hormone ‘oxytocin’). The closer our contact or relationship is with someone, the more important trust becomes. Because we are in close physical contact with hairdressers we pay special attention in their selection. Psychologically however, there are a number of factors that underpin why people trust other people in general.”
Steven Dunn, Salon Director at Dunn Hair, tells us “For all new clients, trust foundations are built from the point of our initial consultation when, just like in an interview, both parties gain an understanding of each other. Sadly too many of my new clients come to us having had a negative experience from another salon in the area. These issues are, in my opinion, caused by salons cutting corners to save time, by lack of training or poor quality of products and equipment used. These are all inexcusable. The majority of our new clients are introduced to Dunn Hair through a recommmendation from friend, family member or colleague. That alone demonstrates the importance of trust. Trust is key; both professionally and personally.”
To underline the findings of the survey, Dunn Hair has always transparently displayed copies of training and professional membership certificates in the salon and online. Additionally the website has an online guestbook area where clients are free to provide comments on the services they have received.