Turning a Quiet Season Into a Power Move for Your Salon Business

Nina Tulio

It happens to the best of us.

You were once booked solid…and now you’re noticing gaps. More open chairs. More scrolling between clients. And maybe a little knot in your stomach that says, "What am I doing wrong?"

Let’s stop right there: You’re not failing.
You’re just facing a new season—and it’s giving you a powerful opportunity to reset, refine, and rise.

Here’s how to get back to a booming schedule—without the panic setting in:

1. Audit Your Client Experience (Not Just Your Haircuts)

In 2025, clients are craving value, connection, and ease—not just great hair.
Ask yourself:

• Am I offering a truly personalized consultation?

• Do I have a pricing structure that is easy for them to understand and am I being fully transparent about my prices.

• How seamless is my booking, checkout, and follow-up process? Am I offering a digital experience that is easy to navigate?

• Am I educating them about their hair care and giving them reasons to come back sooner?

• Do I have a signature express service? Express services are up 26% over last year. Clients want results, but they also dont want to be in your chair for 5 hours.

✨ Small touch points = major retention wins.

2. Reconnect, Don’t Just Repost

Yes, Instagram matters.
But your strongest rebooking tool is direct, human connection.

• Text your VIP clients personally: “Hey [Name], thinking of you! Let’s freshen you up for summer!”

• Send a Thank you text/email within 24 hours of their first visit. And always ask for feedback.

• Send a “We miss you” email/text with a soft, non-salesy invitation to book.

• Offer a limited number of your fav treatments (NOT discounts) to past clients who haven’t been in 6+ months.

✨ Clients remember how you made them feel long after they forget your posts.

3. Reframe Your Gaps as Gold

Gaps are feedback. Instead of spiraling, ask yourself:

• Is my pricing still aligned with my experience and costs?

• Do my prices reflect my brand?

• Is my service menu cluttered or outdated?

• Have I refreshed my skills lately with new techniques clients are asking for?

✨ Use this time to innovate, upgrade, and come back stronger.

4. Reassess Your Numbers

If you want real growth, you have to get real with your numbers. Take time to review:

• Retention Rate: Are clients coming back consistently?

• Average Ticket: Is your average ticket higher or lower than the prior year?

• New Client Count: Are you still consistently attracting fresh faces?

• % Booked: Are you sitting at 75%+ booked for the month?

• Service sales- If you see sales are down. You want to gather the data to see how much? I suggest comparing month to month, but also quarter by quarter over the prior year.

✨ Numbers don’t lie—and when you know what’s working (or not), you can shift smarter.

5. Get Loud About What Makes You Different

Why should someone book with YOU and not the stylist down the street?
(Hint: It’s probably not because you're cheaper.)
Highlight what makes your experience next-level:

• Specialties (dimensional color? express services?)

• Fast turnaround times ( efficiency) with high-end results

• Customization and product knowledge (not cookie-cutter services)

✨ Be clear, be proud, and don’t be afraid to tell people how you can serve them better.

6. Stay Focused on the Long Game

The goal isn’t to fill every single gap tomorrow.
The goal is to build a stronger, more resilient business that grows through seasons, not panic.

You don’t need to be perfect—you need to be present.

You don’t need to "start over"—you need to start from experience.

And you’ve got way more of that than you think.

7. Refresh Your Marketing Strategy

Posting on IG alone isn’t enough anymore. To fill those gaps, you need a full-circle marketing approach:

• B2B Partnerships: Team up with local businesses (boutiques, gyms, coffee shops) for cross-promotions.

• Facebook Groups: Show up in local community groups by offering tips, not just ads—build trust first.

• Referral Campaigns: Refresh your referral program and make it shareable through text or DMs.

• Email Campaigns: Send a simple "We Miss You" or "Here's What's New" update to your client list—stay top of mind. Let’s not forget you can increase your average ticket to current clients with your express signature treatment.

✨ Marketing isn’t just about being seen—it’s about being memorable and building relationships.

Final Thought:

Quiet seasons aren’t the end. They’re an invitation to grow differently.
Use this time wisely, trust yourself fiercely, and watch the right clients find their way back to you.

Looking to price your service with confidence? Check out Make That Money course for suite owners/renters. And in my Synergy course for commission owners.

Psst! MORE Free resources are a click away!

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