Be in the Business of Selling Feelings

The Gents Place isn’t in the business of selling haircuts. We’re in the business of selling the feeling you get after a truly exceptional grooming experience. 

While, yes, customers can get a haircut at your Gents Place club, they can do that at a variety of different barbershops in town. The key difference between your club and the guys down the street is the feeling your clients get as soon as they walk across your threshold.

Your stylists not only remember all of your clients’ names, but they also remember their drink orders, what’s going on with them at work and at home, and those vacations they’re really looking forward to.

It’s not about their skills with the scissors (although they are quite skilled!), it’s about the emotions, the experiences, and the community you offer within those four walls. In a world where a haircut is often just a transaction, we’re proud to offer something a bit deeper.

The Shift from Services to Emotions

Put yourself into your customer’s shoes. Imagine walking into a TGP club and you’re immediately greeted by the scent of premium grooming products and the low hum of conversation. You’ve been here before, and you know that when all is said and done, you’ll walk out with a fresh look, boosted confidence, and an overall sense of calm and well-being. That’s the shift we’re championing — from providing service to delivering emotions. 

This shift should be the main goal of your club. Remember that your focus must go beyond a physical transformation. Confidence, relaxation, and the feeling of looking your best — these are the emotions you’re selling. It’s about creating an environment that caters to your client’s emotional needs just as much as their grooming ones.

Then and only then do you go from service provider to feelings provider. 

Craft an Immersive Experience

You already know what sets your club apart. The attention to detail, the ambiance, and the personalized service. All of those things are essential to creating an immersive experience that will leave your customers feeling better than when they first walked in. Remember that you’re not just cutting hair, trimming beards, or providing our 7-Course Hair Service. You’re creating an environment where every element adds to the emotional impact.

And let’s not forget about our top-shelf beverages — because why settle for a regular cup of coffee when you can enjoy something that complements the premium experience? These small touches can enhance the overall feeling of relaxation and luxury.

The proverbial cherry on top is a staff of stylists who really care. When you train your people, make sure to impart the importance of exceptional customer service. Remembering small details like children’s names, special days (birthdays and anniversaries), and simply being able to recall the last conversation are all key. Again, these are all things that will set your club apart and leave a lasting impression on everyone who walks through your door. 

Build a Community of Like-Minded Gents

The last piece of your Gents Place franchise puzzle comes in the form of community. You want to become a gathering place of sorts — somewhere people can go to have a chat with a fellow Gent all while enjoying one of our premium services.

The sense of camaraderie and connection among our members often goes beyond the usual salon banter. It’s a community where entrepreneurs, blue-collar workers, craftsmen, and everyone in between come together. This aspect of TGP is something our founder Ben Davis holds very near and dear. It’s one of the reasons he wanted to start the company in the first place.

Our members are part of a community that understands the value of both personal style and meaningful connections. Because why settle for providing a haircut, when you can provide a haircut and a community to go with it?

And if all of these words of inspiration aren’t cutting it for you, think of it like this: selling feelings isn’t just a business strategy, it can also lead to increased brand loyalty. When clients associate positive emotions with a brand they’ll keep coming back. They’ll also give you free word-of-mouth marketing, which can be invaluable. 

Being in the business of selling feelings is one of the most important aspects of running a successful Gents Place franchise. When you can replicate an exceptional experience for each and every customer, the benefits are tenfold. Don’t underestimate the value of appealing to your customer’s feelings and you can’t go wrong.

Photo by Taylor Grote on Unsplash