The Constant
Starting at Impressions front desk in 2006 when he was 19 years old, General Manager Paul Petrowsky is a seasoned professional who owner Sarah Taylor says is responsible for much of her own success.
by Stacey Soble
Creating a Roadmap to Success
Driving retail sales in your salon comes down to the conversation you're having with the client while she's in your chair. Beauty Solutions' Wes Brown shows you how to create a roadmap for each client, improving the chances she'll buy the recommended products.
February 14, 2020
Wes Brown, vice president of marketing for Beauty Solutions, LLC.
3 min to read
A salon client has certain expectations about her beauty experience that not only include how she’ll look and feel when she leaves your salon, but also how her hair looks between appointments. How her hair looks at home depends on how she’s taking care of her hair, and in turn, much of that depends on what recommendations were made for her at the salon.
“If a hairdresser goes through an entire visit and doesn’t share insights and opinions about the condition of the client’s hair, and what they should do to make it better, or if a stylist neglects to show the client how to recreate her style at home, statistics show that many clients will perceive an attitude of indifference,” says Beauty Solutions’ Wes Brown. “If the hairdresser doesn’t care enough to go there, then why should the client be inclined to make a return visit?”
Of course, the opposite dynamic is true. If the hairdresser takes the time for a thoughtful and complete consultation and openly addresses the client’s perceptions about their hair, it opens up an entire “Roadmap to Success.”
For example, Brown encourages stylists to ask their clients, “What do you or don’t you like about your hair?”
As you’re anticipating the answer, “Pray for problems,” he says. “Because for every problem, there is a product solution. Make sure you take notes on your iPad or phone and save those notes to your client’s file. That becomes your roadmap.”
While a complaint of dull color requires one solution, an observation of dry hair requires a different one. A successful stylist will seek to solve all of their client’s problems.
For example, a successful stylist might say: “Yes, your hair is drier than I’d like to see, and it’s leading to some breakage. We can do a deep conditioning treatment today, and I’ll make a suggestion for a really awesome hydrating treatment that you can use at home a couple times a week. I think we’ll see an improvement by your next visit. How does that sound?”
Retailing, says Brown, is really about communication and understanding your client’s needs. “It takes on a critically important role in the client relationship,” he adds. “Never skip the consultation, and always recommend the right products when appropriate, and you’ll always meet or exceed your clients’ expectations.”
The idea of developing an overall game plan for your clients is a particular strong strategy in today’s retail environment. Your clients are expecting you to take a leadership role, but when you don’t plenty of other outlets that sell beauty products will. “California salons in general are taking a hit. We call it distraction, Amazon calls it growth,” Brown says.
Think of everywhere you can remind your clients you are a beauty product destination. For example, Brown recommends planting a reminder in your text confirmation. It could say, “We have you down for a highlight service on Thursday at 4:00, would you like us to reserve a hydrating or blonding shampoo for you?
Subscribe to Our Newsletter
More Salon Management
The Most Wonderful Time in Salons and Spas
Planning is in full swing for the most anticipated events and promotions for the 2026 holidays. As owners share their favorite ways to celebrate, they prove that a carefully planned event can also build culture, increase client loyalty, boost sales, and set a business up for a successful 2027.
by Stacey Soble
Leading with Empathy, Humility and a Mastery of Systems
When things run amok at Mane Attraction Salon, Owners Chris and Jenny Knudsen say General Manager Sami Hernandez is their go-to resource and ultimate sounding board. Meet Sami in this installment of Meet the Manager.
by Stacey Soble
Pagoda Brings AI-Powered Operations to Skinovatio Medical Spa Locations
Pagoda, a new AI-native operating system for scheduling, payments, patient records, marketing, and client communications, launches at Skinovatio Medical Spa in Arlington Heights, Illinois.
by Staff
How Women are Rewriting the Rules of Grey Hair
At a panel discussion hosted by L’Oréal Professionnel in Paris in early July, French Philosopher Sophie Galabru explored the cultural shift where women are increasingly choosing natural, personalized color results over traditional grey coverage. In an exclusive interview with SALON TODAY, Galabru and L’Oréal Professionnel Colorist Pierrick Beringer discuss this shift and how salons and colorists respond.
by Stacey Soble
Warm Leadership and Analytical Precision
At Salon Blonde, Director of Operations treats the staff as the salon's most important guests, while her wonderful 'nerdy' side, loves data, systems, and numbers. Find out how she makes Salon Blonde tick.
by Stacey Soble
Trotting the Globe, Forging Connections, Fostering Artistic Creativity
In an exclusive interview with SALON TODAY, Salon Owner Salvatore Minardi reflects on his past 18 months as Intercoiffure America Canada's World Talent Exchange Ambassador and how his experiences will help encourage cultural and artistic exchange and support greater engagement between ICA and the global organization Intercoiffure Mondial.
by Stacey Soble
Client Retention Guidebook
Everything you need to know about client retention as a salon owner.
Success Grown from Within
Owner Shelby Bills says her general manager, Sydney Osborne, reminds her of the power of leading with heart. Find out how Osborne became a great leader in our lastest installment of Meet the Manager.
by Stacey Soble
How Salon Leaders Can Process the Pain and Lead Forward When a Team Members Leaves Unethically
In her latest blog, Kati Whitledge identifies the five stages salon owners go through when a team member leaves the salon unethically, offering advice for each stage.
How AI Is Closing Revenue Gaps for Salons and Spas
The beauty and wellness businesses pulling ahead aren’t just working harder—they’re using AI to capture demand, personalize pricing, and convert more of every guest interaction into revenue. Here’s what the benchmark data reveals about the growing gap between AI adopters and everyone else.
Sponsored by Zenoti
The Premium Talent Magnet: The Modern Salon Playbook for Attracting Six-Figure Stylists
Stop chasing recruitment ghosts on generic job boards and start curating an elite team. Discover the framework that top-tier salons use to bypass phone tag, automate visual portfolio vetting, and attract high-earning, culture-first beauty professionals directly through real-time messaging. Turn your recruitment process into an exclusive brand invitation that keeps your highest-ticket chairs permanently filled.
Sponsored by Beautista
Five Revenue Leaks Hiding in Your Salon
Your calendar looks full, but is all of that demand actually converting to revenue? From phantom rebookings to underpriced peak hours, the 2026 Benchmark Report exposes five revenue leaks that most beauty and wellness businesses don’t even know they have.
Sponsored by Zenoti
The Heartbeat of Zandi K's Success
After moving to Colorado and teaching at a cosmetology school, Allison Stock joined Zandi K as a stylist, eventually becoming part of the Leadership Team, Education Team and Master Bridal Team. Today, as Director of Operation, Stock is Owner Nicki Wenz's right hand, managing human resources and operations, education and career development, and coaching and culture.
by Stacey Soble
Rethinking Retail in the Era of E-Commerce
In a world dominated by e-commerce, salon owners push back with proven strategies to increase retail sales while motivating team members to educate their clientele and delighting clients with retail-themed events and clever merchandising displays.
by Stacey Soble
The Harper Ellis Hair Co. Certification Program Teaches Stylists a Smarter, Safer Way to Install Extensions
The company's Concealed Bead Method is raising the bar for what professional extension education can deliver.
by Staff
The Micro-Salon Blueprint: How Kat Scott Quadrupled Income by Maximizing Her Suite
Scott maximized her micro-salon by transitioning from stylist to strategic owner, focusing on recruiting and station-sharing. By prioritizing her ownership role over behind-the-chair work, she grew her team to six stylists within the two-chair, 150-square-foot space before eventually moving to a larger facility.
by Staff