Beyond the Chair: Rethinking the Salon Client in 2025

In a rapidly evolving beauty industry, salon owners and stylists are facing a new reality—one where the definition of a "client" has fundamentally shifted. During a recent livestream titled “Beyond the Chair: Building Your Salon Clientele – What is a Client in 2025”, Nick, a successful salon owner and business coach, dropped some serious wisdom about the future of salon growth, team building, and marketing.

His message was clear: to thrive in today’s landscape, salon professionals must evolve not just their skills, but their mindset.

The Dual Nature of Clients: Staff Are Clients Too

One of the most impactful takeaways from Nick's session was a simple but powerful idea:

“You’ve got two sets of clients—the ones that sit in the chair and the ones that work behind it.”

It’s a perspective shift that reframes how salon owners should approach team building. Your stylists aren’t just employees—they’re internal clients whose satisfaction and loyalty directly impact your business's success.

Marketing to Stylists = Marketing to Clients

“Marketing is no different whether you're marketing to a stylist or to a client that gets her hair done. When you make that switch, you realize—it’s the same thing.”

Social media is your storefront. A compelling digital presence showing your culture, values, client experiences, and team wins doesn’t just bring in bookings—it attracts talent. Show the vibe. Share the growth opportunities. Celebrate your stylists publicly.

Personal Branding: Show the Real You

“If you go horseback riding, show that. If you like Pilates, post it. These are connection points for clients and stylists alike.”

Authenticity is your superpower. Today’s clients and stylists want connection. They want to feel like they know who you really are. So blend your personal and professional content on one account—your vibe is your brand.

Content That Starts Conversations

“Create content that sparks questions, comments, shares—and then use it to engage.”

It’s not about going viral—it’s about using content as leverage. Free tips, behind-the-scenes, transformation videos, stylist spotlights—this stuff doesn’t just showcase expertise. It opens doors to real conversations that lead to bookings, hires, and trust.

The “Sales” You’re Probably Avoiding

“If you can master sales, you can sell anyone—clients or stylists—on your vision.”

Sales isn’t a dirty word—it’s a must-have skill. From handling price objections to inspiring your team to stay loyal and grow with you, everything hinges on communication. Don’t avoid the “tough” convos—lean into them.

Stop Comparing. Start Growing.

“The biggest mistake I see? Stylists comparing themselves to others. Everyone's on a different journey—just bust your ass and stay focused.”

Comparison is the thief of joy—and progress. Instead, track your own wins, growth, and breakthroughs. The only competition worth watching is the past version of you.

Objections Aren’t the End. They’re a Beginning.

“When it comes to objections, it’s not rejection—it’s a conversation.”

Explore the why. Is it budget? Misaligned value? Timing? The more you understand, the more equipped you are to offer alternatives, explain your value, or suggest solutions.

Feedback: Your Free Growth Strategy

“Ask every client how their experience was—and what would’ve made it better. Look for patterns. Then fix it.”

When you create a feedback loop and act on it, you stop losing clients to guesswork. Instead, you build a business around real-world data—making it easier for happy clients to become raving fans and referrers.

Final Thoughts: The Mindset Shift That Changes Everything

“If you could just wrap your head around that mindset switch of who your clients really are…it will change the way you do everything in business.”

2025 isn’t about waiting for walk-ins or hoping for stylist applications. It’s about showing up. Sharing your story. Connecting with people. Building your dream team and your dream book—through intentional strategy and authentic engagement.

Action Plan for Salon Owners & Stylists

• Audit your social media. Is it speaking to both clients and stylists?
• Start treating your staff like VIP clients. Ask what they need to feel supported.
• Post authentically. Show your life and your work.
• Message five new people this week. Genuinely connect—no sales pitch.
• Create one conversation-starting piece of content.
• Ask every client for feedback. Track what comes up and take action.
• Train your team in sales and communication. Roleplay if needed.
• Celebrate your wins. Focus on growth, not comparison.

Want help applying these strategies in your salon or coaching business? DM Nick or follow him for real-world business wisdom that goes way beyond the chair.

Watch Full Podcast HERE