The modern men’s hair client arrives at the salon or barbershop with more than a haircut in mind. With inspiration available at the swipe of a screen, clients may walk in with a photograph, a reference from social media, or simply an idea of how they want to feel. For Reginald Laws, CEO & Co-founder, PR at Partners Salon Group & Academy, this has fundamentally changed what it means to be a successful professional.
“The future of education must therefore give equal importance to cutting, colour, and communication,” he says. “The professional who understands all three moves beyond simply providing a haircut. They create an experience.”
BEYOND THE CHAIR
Technical excellence remains the foundation, but Laws believes it is only one part of the equation. The complete professional needs confidence without arrogance, curiosity, empathy, fashion awareness, strong listening skills, and the ability to communicate knowledge in a language the client understands.
That distinction is important. A technically skilled barber can execute a haircut, but a trusted professional understands why a particular decision has been made and can explain its benefit to the individual sitting in the chair. It is the combination of skill, knowledge, and connection that turns a technician into a professional client’s trust.
CONNECTION CREATES LOYALTY
For Laws, consultation is not a formality before the service begins. It is where the relationship starts. “The consultation is where trust begins,” he explains. Understanding a client’s lifestyle, preferences, expectations, and concerns allows the professional to make recommendations that are genuinely personal rather than simply replicating a reference image.
This is what Rock Star calls ‘Connection Through Communication’. When clients feel heard, they become more comfortable. When they understand the reasoning behind a recommendation, trust develops. When the finished result delivers on that conversation, trust becomes loyalty. From there come referrals, retention, and, ultimately, a fully booked professional.
EDUCATION THAT BUILDS OWNERSHIP
The challenge for salon owners and educators, then, is to make education something professionals actively want to engage with, rather than another box to tick. “The next generation wants involvement, inspiration, feedback and a sense of progress,” says Laws. His approach centres on ownership: clear career plans, consistent coaching, achievable goals, and visible progress across skills, knowledge, and communication.
For salons, this changes the role of education. It is no longer simply about correcting technical weaknesses. It becomes a way of developing confidence, accountability, leadership, and long-term career ambition.
FROM SERVICE PROVIDER TO ADVISOR
Perhaps the biggest mindset shift is also the simplest. He says professionals should stop asking, “What haircut am I doing?” and start asking, “Who is sitting in my chair?” Two clients can bring in the same photograph and require completely different interpretations based on face shape, hair texture, lifestyle, personality, maintenance expectations, and budget. The professional’s role is therefore not to agree with every request, but to understand the desired outcome and confidently recommend what will work best.
His vision for the next decade comes down to three foundations: cut, colour, communication. These sit alongside the Rock Star principles of ‘Passion, Mindfulness, Confidence, Purpose, Ownership, and Happiness.’ The ambition is bigger than producing better barbers. It is about creating professionals who can connect with people, understand fashion, personalise trends, create exceptional experiences, and take ownership of their careers.
That is where technical skill becomes creative success, creative success becomes financial success, and a job becomes a career worth owning.
ROCK STAR TAKEAWAYS
• Train beyond technique: Develop cut, colour, and communication together.
• Make consultation count: Listen to the client before recommending a service.
• Teach the ‘why’: Help professionals explain the reasoning behind their recommendations.
• Personalise the service: Adapt inspiration to the client’s hair, lifestyle, and expectations.
• Create career pathways: Set clear goals, provide coaching, and track progress.
• Make education engaging: Keep learning, stay creative, relevant, and connected to the real world.
• Encourage independence: Give professionals responsibility for their clients, development, and career.
• Think beyond the service: Train professionals to build trust, loyalty, and long-term client relationships.