
Make sure your hair is very wet, especially if you don’t wash often, the shampoo needs to work through whatever is built up. 
When using highly concentrated products, you'll want to apply to scalp with your fingers to ensure proper product application, then add a little more water, massage into scalp. 
When applying conditioner, SQUEEZE OUT the drippy wet water from the hair. It’s like a sponge, so can only hold so much water, then apply your conditioner, MID-ENDS, gently comb through using a wide tooth comb.