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When speaking with a client regarding a new hair color procedure, speak to them about the benefits not the features. While features are important, benefits relate the features to the client.

For example, if you are consulting your client on a demi-color dye, rather than explaining that its no or minimal ammonia, explain that the dye is gentle on her hair. Rather than explaining that it uses un-oxidized dye molecules, explain that it has good gray coverage even for tough resistant hair.

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