How To Build a Clientele the Right Way

If you're still using a traditional marketing funnel to attract clients to your salon, it’s time to rethink the game. Funnels are great for selling products — not for building long-term trust with people. And in the salon industry, trust is everything.

In this post, we’re breaking down why the flywheel marketing approach is a smarter, more sustainable strategy for salon growth — and how it transforms both client acquisition and retention.

Funnels vs. Flywheels: What’s the Difference?

The Funnel:

• One-way, linear process
• Focused on pushing someone through a single conversion
• Transactional, not personal
• Great for selling products like skincare or phone cases

The Flywheel:

• Circular, momentum-driven process
• Focused on nurturing relationships over time
• Builds trust, loyalty, and long-term retention
• Perfect for service-based businesses like salons

“Funnels are great for selling this phone case... when it comes to a service though... a funnel just doesn't really work.”

The Three Core Problems Salon Owners Face

Let’s be real about the biggest struggles salon owners deal with:

1. Choosing the Right Salon Model – Rental, commission, hybrid… what structure gets the best results?
2. Finding and Keeping Stylists – Hiring is hard, and retention is harder.
3. Getting Clients in the Door – This is the one we’re focusing on today.

Client Acquisition Starts With Marketing — Not Discounts

“It honestly has everything to do with your marketing. Do people even know you exist? Do they trust you? Can you convince them to visit your salon?”

If the answer is no to any of those questions, you don’t have a client problem — you have a visibility and trust problem.

How the Flywheel Wins: The 3-Stage Client Attraction System

1. Awareness: Just Say Hi

This is your introduction phase. Use content like:

• Instagram posts and stories
• YouTube videos
• Podcast clips
• Blog posts

Your only goal here is to get noticed. Show up consistently and let people know you exist.

2. Interest & Trust: Build Authority

This is where you separate yourself from the crowd. Share:

• Client testimonials
• Transformation videos
• Educational content
• Behind-the-scenes or day-in-the-life posts
• Collaborative tags with real clients

“One of the things I love to do for building trust is to have one of my clients make me a collaborator... Their audience becomes my audience.”

3. Decision: Invite Them In

Eventually, your content builds enough credibility that people are ready to book.

But if they don’t? No problem. The flywheel keeps spinning — creating new opportunities for touchpoints until they’re ready.

“You have to understand it takes time to nurture that person.”

The Retention Flywheel: Where Real Growth Happens

“Once the client walks through your door, that's where the real work begins.”

✅ Consistency (Especially First 3–4 Visits)

• Clients are anxious about switching stylists
• Repeatable, dependable experiences build trust fast

“Initially your first three to four visits have to be almost the same… or they quickly lose trust.”

✅ Follow-Up & Feedback

• Send a thank-you text or DM
• Ask if they loved the experience
• Share a recap reel or before/after transformation
• Send a short email a few days later

“If you just do a little follow-up, that goes a long way.”

✅ Ask for Referrals

• Your best clients are your best promoters
• Just ask: “Do you have a friend who’d love this too?”

“They followed up, and you know what they did next? They asked for a referral.”

✅ Reward Loyalty

• Points system (every visit earns perks)
• Free product after 10 visits
• Birthday/anniversary pricing
• VIP status or exclusive add-ons

You’re not just retaining clients — you’re turning them into advocates.

Final Thoughts: Build Momentum, Not Funnels

Funnels are about friction. Flywheels are about momentum.

When you use a flywheel approach:

• You’re always growing your audience
• You’re always deepening trust
• You’re always giving clients a reason to stay

“The flywheel approach is continuous. You get them in your world. You nurture them. You build trust. You let them know you're going to be here to stay.”

Want retention rates over 80%? Build a flywheel.

Want to Learn More?

📩 DM me “FLYWHEEL” and I’ll send you a free walkthrough on how to implement this strategy in your salon — step by step.
Let’s replace the funnel with something that actually works for you.