Running your own salon (or salon suite) can be hugely rewarding, but for many stylists, the business and marketing side of things can present some challenges. According to a survey by the salon software Phorest, about 32% of salon owners and managers said that getting new clients was one of their biggest struggles. Other difficulties reported in the survey included retaining existing clients (20%), selling retail (11%), and marketing (17%).
While business strategy isn’t always top of mind for hair artists, understanding how to overcome these common pain points is key for growing any salon business. Just ask L’ANZA Pro Artist and #ItTakesAPro Team Artist Christopher Aaron Smith (@christopheraaronstudio). As a colorist, stylist, and owner of his own studio, Christopher Aaron Styling, in the suburbs of Chicago, Christopher Aaron has mastered the art of balancing creativity with business know-how.
With nearly two decades of experience, he has been through the highs and lows of running a successful business and understands what it takes to stay competitive in an ever-changing industry. Ahead, we’re sharing some of Christopher Aaron’s top tips for leveling up your salon business and taking it to new heights in 2025.
10 Pro Tips To Help You Grow Your Business
Tip #1: Stay educated
Christopher Aaron firmly believes that investing in your education is the key to success in an industry that’s always evolving. He says that, by diversifying your skillset and offering a wide range of services, you can attract a larger clientele and keep them coming back for more. One of his mantras is: “Embrace the challenge, embrace the learning, and watch your business soar to new heights.”
He recommends consistently opening yourself up to change. “If you see someone that is doing great things that you love and want to do, reach out to them and ask them what motivated them, and what they do every day to keep succeeding in their careers.”
Tip #2: Know how to style all hair textures
Every client who enters your salon deserves to leave with the hair of their dreams—regardless of their hair type or texture. As a hair professional, it’s your job to know which styling techniques, products, haircuts, and hair colors are ideal for any person who walks into your salon. Learning how to work with all hair textures will not only make you a more inclusive stylist all around, but it may also help you retain more clients.
According to Christopher Aaron, working with different hair textures gives you a unique opportunity to shine as a hair artist. “Styling hair of all textures is an art form that allows you to showcase your creativity and skill,” he explains. “Each hair type presents a unique canvas for you to sculpt and transform into a work of art.”
Tip #3: Book client appointments for the year
To help increase your revenue year-round, Christopher Aaron recommends embracing the power of pre-booking. Have your clients book appointments out for the year—it’s a win-win for you and for them. Pre-booking can help you plan ahead, reduce the likelihood of cancellations and no-shows, and boost client loyalty and consistency.
Booking clients ahead of time can also help you better manage cash flow and enjoy a more predictable income stream. For your clients, pre-booking demonstrates that you value their business and time, and shows that you are fully invested in their hair journey.
Tip #4: Offer exceptional customer service
Customer service is one aspect of running a salon that shouldn’t be overlooked. Happy customers are the bread and butter of your business, after all, and they’ll be more likely to return if they are treated well. “Providing excellent customer service is key to building a loyal client base and generating positive word-of-mouth referrals,” explains Christopher Aaron.
And this doesn’t apply only to you as the salon owner or manager. He recommends training staff members to prioritize customer satisfaction, consistently going above and beyond to exceed client expectations.
Tip #5: Build a strong online presence
“In today's digital age, having a strong online presence is essential for attracting new clients and retaining existing ones,” says Christopher Aaron. He believes it’s important to utilize all of the digital tools at your disposal—stay active on social media platforms, create a professional website, and engage with your audience through online salon marketing strategies.
To learn more about how to market your business on social media, check out these Instagram engagement tips.
Tip #6: Love what you do
Christopher Aaron has seen firsthand that, when you’re passionate about your craft, business growth often happens naturally. Being enthusiastic and excited about what you do every day goes a long way when it comes to staying motivated and pushing your business forward.
He urges stylists to be themselves and to lean into what makes them unique in the industry. “Sometimes we all need to be reminded of how important we are—that it’s okay to be yourself,” he says. “The beauty industry is big enough for everyone.”
Tip #7: Educate your clients
According to recent research by L’Oréal, hair clients are increasingly seeking personalized experiences, so don’t be afraid to dive into specific educational topics with them. Giving your clients the right tools and information can help set them up for success and keep their hair looking its best between visits. Educating your clients can also help them feel more confident when styling and caring for their hair at home.
Tip #8: Keep an eye on industry trends
“The beauty industry is constantly evolving, with new trends, techniques, and products emerging regularly,” explains Christopher Aaron. If you want your business to reach new heights, he says it’s important to consistently stay ahead of the latest hair trends. Attending live events, workshops, conferences, and continuing education courses are all great ways to ensure that your salon remains competitive, modern, and appeals to a diverse clientele.
Tip #9: Give great consultations
Consultations are the perfect opportunity to turn first-time clients into loyal customers who will return to your chair time and time again. Providing great consultations is one of the best ways to guarantee that your new client feels seen and heard, and is left with a lasting first impression of trust, professionalism, and respect. Try to focus on creating a safe space, delivering top-notch customer service, and practicing active listening during your consultations.
Tip #10: Implement a loyalty program
Another initiative that has helped Christopher Aaron grow his business is a strategic loyalty program. He recommends implementing a loyalty program as a way to incentivize clients to return to your salon. “Rewarding loyal clients with discounts, special promotions, or exclusive perks can help increase client retention and encourage repeat business,” he explains.
There are several ways to go about creating a loyalty program, from tiered programs to VIP memberships, so you’ll need to do some research to see which approach is right for you.
Tips for Growing Your Color Business
According to a 2024 report by Worldmetrics.org, approximately 45% to 50% of hair salon revenue comes from color services. With roughly 75% of women in the U.S. coloring their hair, color services remain a core focus for any hairstylist or salon owner who wants to grow their business.
Here are Christopher Aaron’s top four tips to help you maximize your color business.
Tip #1: Prepare for the day ahead of time
Staying on top of your color inventory can be challenging when you’re a busy colorist. To help prevent any stock issues, Christopher Aaron recommends always keeping three of each color from your color line available at all times.
Tip #2: Be versatile in all color techniques
The more color techniques you can offer your clients, the more business you can attract to your salon. Continued color education can help you stay ahead of the latest coloring techniques and trends, according to Christopher Aaron, and help you become a more versatile colorist.
Tip #3: Become an expert in the color wheel and get comfortable doing color corrections
Christopher Aaron recommends learning the color wheel inside and out and constantly taking classes on color corrections to sharpen your skills. However, he also adds that it’s important to accept that inevitable failures may happen from time to time. He believes that you should be proud of the hair art you create and learn from any mistakes along the way.
Tip #4: Trust in yourself and your abilities
“Never feel bad telling a client that you can’t achieve a color goal in one color process,” says Christopher Aaron. He shares in an Instagram post that he was able to grow his color business by identifying the right types of clients for him and trusting in his abilities.
“The number one thing I’ve learned is that not every client is meant for you,” he says. Christopher Aaron recommends focusing on realistic results and communicating effectively with your client regarding expectations.
Looking for more business tips and tricks to help grow your salon business? Find more education at Pro Beauty Central or head to our #ItTakesAPro page to find live events at a SalonCentric store near you.
