Here in Illinois the somewhat seamy trial of R&B singer R. Kelly was front page news for weeks, and afterwards
The Chicago Tribune ran a story about the intriguing way that Kelly's attorney, Sam Adam Jr., addressed the jury in his closing remarks. What's that have to do with
hair education? Adam delivered a monologue that provides valuable instruction for any service professional who must appeal to all sorts of individuals to win a case or, more appropriately for hair stylists, retain clients.
According to the
Tribune, Adam prepared for the closing by figuring out what made each jury member tick and then including something in his remarks that would resonate with one jury member, then the next and the next until every member could relate and feel invested in the lawyer's plea to acquit the defendant. The article noted: "For the preacher's wife, he quoted scripture. For the Romanian immigrant, he described the American justice system as a beacon for all the world. For the twentysomethings on the panel, he mentioned ‘The Office,' Hannah Montana and Dave Chappelle."
Applying this lesson to your
hair education, think of your clients individually, not collectively. Speak to their varying needs, tastes, lifestyles. Follow politics, watch reality shows, know where your local sports teams stand. Ask about the wedding or graduation the client was looking forward to attending. Establish a one-to-one relationship with each client and you will be rewarded with a full book, just as Sam Adam Jr. received R. Kelly's acquittal.