How to Make Your Salon Business Grow

KEY TAKEAWAYS:  Learning how to make your salon business grow doesn’t have to be a chore – expert stylist and business mentor Richelle Brigola shares her top tips for growing a salon in style.  

Maya Angelou said, “I’ve learned that people will forget what you said, people will forget what you did, but people will never forget how you made them feel.” 

Being in the beauty industry is a mixture of technical skill and people skills. 

Clients come to the salon not only to feel good about themselves and feel pampered, but to be seen and heard. They want to leave feeling better than when they came in. 

But how do you combine the feeling part with the skills part to attract new clients to your salon (and keep the regulars coming back)?  

It’s not as hard as you might think. 

How to Make Your Salon Business Grow: Top Tips to Know 

Consider Every Part of Your Client Experience (Especially the Beginning) 

To create a thriving salon, it’s important to start at the beginning – the moment your clients walk in. 

When your client arrives are they greeted and acknowledged? This is their first point of contact, making it super important, whether they are a returning guest or it's their first visit. 

Nothing is more awkward and unwelcoming than walking in somewhere and then just standing there. 

When this happens, your guest automatically feels uncomfortable, intimidated, or wonders if they even have an appointment.

If your client isn’t welcomed into your space as they walk in the door, it is a missed opportunity to let them know how much their patronage is valued and appreciated and to make them feel comfortable. 

Create a Go-To Consultation System 

Next up is the consultation. This is an area that is often either skipped altogether or done poorly. 

If you are seeing a returning client, this is your moment to get feedback in real time! Ask them questions like: 

• How was their last service? 
• Were there any challenges that need to be addressed? 
• What did they love? 
• What wasn’t their favorite thing? 

And importantly: Are you looking them in the eyes (preferably at eye level) and having this conversation? 

Make sure you allow enough time when scheduling your client’s appointment to have a consultation. 

Do not rush through this step. There is nothing worse than a guest who feels rushed from the onset of their appointment. They should feel relaxed, seen, and heard. 

Focus on a Cohesive Client Experience During Their Service 

During the client’s visit, stay focused on the service and their experience; ensure your guest is comfortable. Have your work area clean, organized, and totally free of any materials you used on your prior guest. Making their entire service about their experience is important! 

Communicate along the way how the service is being performed and why. 

Educate them on what you are using so they know what to purchase for at-home use. Make it an experience they want to return to over and over again. 

After the service, walk your guest to the front desk (if that is how your salon operates). Show the products you’ve used so they are able to recreate what you did, taking time to educate on how to use those products at home. Trust me, they want to know! 

Rebook For the Next Appointment At the Current Appointment 

Now is also the time to rebook your client’s next appointment. 

Don’t be afraid to suggest when they should come back to see you. Pre-booking is the best way to fill your books quickly. The follow-up is the final piece in the service circle. 

A quick text or phone call a week or so after an appointment is the perfect time to touch base with your client see how their service is holding up. 

Are they having any challenges or totally loving it? It’s just one more way to show you care and make them feel valued. 

Go-To Ways to Grow Your Salon – Beyond Client Experience 

I love to focus on the guest experience because I believe that you can have average skills and still provide an excellent service – if you know how to treat your guests.

It truly is all in how you make someone feel. It is true that the overall experience is what will keep your clients coming back, but there are other ways to grow your salon business, too. 

Here are my favorite ten tips that will help you grow your business whether you’re starting from zero or just looking to level up: 

• Complete and claim your Google profile. This will make it easier for potential new clients to find you when searching the web. 
• Consider an online booking platform. Giving clients the ability to schedule when it’s convenient for them is a nice option. An online booking platform can also send appointment reminders, keep client contact info and collect deposits if that is something you require.
• Ask your favorite clients to send their friends and family your way. Let them know you are building and would appreciate their referrals. 
• Hand out business cards. Be sure to have the best way to contact you, a booking link, and professional social media handle(s) that highlight your work. 
• Keep up with your education. Share with your clients about new classes you’ve attended or new services you are offering. Clients love to know you take your profession seriously enough to stay current on your skills.
• Use social media as an online portfolio. Post pictures of the services you want to do more of. Before and after pics are another fantastic way for new clients to see your work. Be sure to have your location, contact info, and booking link in your bio. There are ways you can outsource some of your digital marketing to AI, too! 
• Don’t forget retail products. There doesn’t have to be an entire line, but a handful of most-used and loved products should be available for purchase. The goal is for clients to be able to recreate their salon style at home. Recommending products helps them achieve that. 
• Your work environment is everything, not only for you, but for your clients too. Make sure you are in a salon or suite that fits your vibe. Loud and large? Small and cozy? Modern? Dark? Bright? Whatever it is, it is a reflection on you, so be sure it fits. (This goes for other team members, too!) 
• Instead of discounts, offer value-added services, packages, or loyalty programs. These can also be a great motivation for existing guests to refer friends and family to you. 
• Be clear on policies, procedures, and pricing. Clear communication is the key to trust. Overall, people want to feel something when they come into a salon for any type of service. They want to feel they matter. They want to feel cared for. They want to feel appreciated. If they leave feeling these things, your salon business will grow like crazy!

At the end of the day, growing your business is a journey you’ll take your own way – but focusing on client experience (and adding in a few of the tips I shared above!) can go a long way, too.

Remember, growing your business is just the first step  – protecting it is the second step. Grow your business with peace of mind when you have cosmetology liability insurance that safeguards you and your career. 

Don’t lose the progress, success, and reputation you’ve worked so hard to build by skipping out on insurance that will have your back when the unexpected happens. Lean on beauty liability insurance from a partner you trust (like us!) to have you covered when it matters most.