Old School Roots, New School Reach: Real Talk on Client Building in the Salon Industry
Nick MirabellaWhat does it really take to build a strong, loyal clientele in 2025?
In a powerful episode of Mirabella Mindset with Nick Mirabella and guest Frank Musolino, two seasoned stylists with decades of experience unpack the evolution of the hair industry — from handing out business cards in bars to TikTok transformations, from VHS tapes to YouTube education.
But one truth remains: people still come back for people. And if you're not building relationships, you're not building a business.
Social Media = Access, Not Automatic Success
“The kids today have Instagram, Facebook, TikTok… we had to go to bars with business cards.”
It’s never been easier to get a client in your chair — but keeping them? That still takes connection, trust, and real conversation.
Yes, digital platforms give you reach. But your success will always be measured by what happens after the first appointment.
Do You Have the Social Skills to Back Up Your Social Reach?
“You can get the customers in the door… but half this business is keeping them.”
Nick and Frank both agree: younger stylists often lack in-person communication skills because they’ve grown up online. And that’s a problem when your job depends on trust, presence, and likability.
“Doing hair is a pie chart: 20% talent, 80% personality — especially in the beginning.”
Stylists who win don’t just master technique — they master people.
Communication is the New Retention Strategy
“You have to learn how to communicate — not just talk about hair.”
Clients return because they feel seen, heard, and remembered.
- Ask about their weekend
- Remember their Jeep from last year
- Save notes in your booking software
“It’s always about them. People love talking about themselves.”
Don’t Sleep on Business Cards and Handwritten Notes
Digital is great. But physical touchpoints still matter.
“Give them a card. Follow up with a call. Send a handwritten note.”
A client who feels appreciated is a client who returns — and refers others.
Your Real Education Starts in the Salon, Not the School
“Hair school gives you a license. Salons give you your skills.”
The best education comes from being mentored, coached, and challenged inside a salon with a strong culture.
Find a salon that feels like home — because it’s where you’ll become who you’re meant to be behind the chair.
Broaden Your World = Broaden Your Client Base
“If your only interest is balayage and brunch, how will you connect with a 55-year-old accountant?”
Great stylists can connect with anyone. That means learning to talk about:
- News
- Books
- Travel
- Stocks
- Parenting
Your chair should feel like a safe space for everyone — not just people who look and think like you.
Set Expectations. Protect Your Brand.
“Clients don’t understand that their hair can’t do what they saw on Instagram.”
Instead of overpromising:
- Underpromise
- Overdeliver
- Coach them on timelines
- Build trust through honesty
It’s Not About You — It’s About Their Hair
“First, talk about their hair. Then talk about their life. You’re not here to promote yourself — you’re here to serve.”
This mindset shift — from me to them — is the foundation of every 6-figure book of business.
The Old-School/New-School Blueprint
Nick and Frank blend old-school discipline with modern tools. They’re not anti-technology — they just know that success still depends on:
- Eye contact
- A firm handshake
- A thank-you note
- A memorable experience
- A damn good haircut
Digital gets them to the door. But the person behind the chair gets them to stay.
Final Thought: Show Up With Heart, Every Time
The tools may have changed, but the mission hasn’t: create meaningful experiences that clients want to come back to.
So whether you're handing out cards at a bar or posting to Instagram — show up as your best self.
Because the one thing tech can't automate is connection.