Salon Owner Insights: Sean Paisant of Entrust Hair
In this episode, Nina welcomes Sean Paisant, Owner of Entrust Hair in Portland, Oregon, and seasoned haircutting educator. Sean shares his journey of building, leading, and growing Entrust Hair over the past 14 years, the origins of Entrust, the shift from an employment-based to a lease-based salon model, the importance of focusing on community and connection between clients and other hairdressers in the salon, and valuable insights into building a loyal clientele through offline word-of-mouth and elevated salon experiences. Sean also shares his view of some of the challenges and changes in the salon industry, the significance of having a routine, and finding his rhythm. You can find Sean on the socials here and Entrust Hair here. Thank you Sean for being our guest, and my awesome neighbor, we love you!
Episode Highlights
The Journey of The Entrust Hair Brand
Challenges and Changes in the Salon Industry
Building a Loyal Salon Clientele Through Offline Word of Mouth
Navigating The Rhythms of Family and Work
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Little Things Make a Big Difference in The Salon Experience
The salon experience you create and deliver is your brand
Let’s talk about something close to my heart: creating unforgettable experiences in your salon. It’s not just about hair; it’s about every little touch and detail that makes your clients feel valued, cared for, and truly special. It’s about building trust with your clients and creating memorable salon experiences that keep them coming back to you and sharing their salon experience with their friends, online and off.
Imagine this: Subaru of Portland has a dog wash area connected to the service waiting room. Cute, right? It’s such a simple yet thoughtful and memorable touch that transforms a mundane waiting room into a space where customers feel acknowledged and appreciated. And this is perfectly aligned with the Subaru brand, as one of their brand promises is ‘Subaru Loves Pets” and one way they show that is through their longtime partnership with the ASPCA and Bark. Now, let’s translate that into your salon.
Experience Is Your Brand
Your salon brand isn’t your logo (logos are part of your salon brand identity) or your Instagram feed; it’s the experience you create. It’s how you make your clients feel when they walk through your doors. Experience is a big part of your salon brand promise. It’s what sets you apart from the salon down the street. What’s important to remember is different clients value different things, thus, having clarity around your salon brand story is so important, as it helps you create the most relevant “little things” that your salon clients value.
Here are a few examples of some little, yet significant, things you can do to elevate your client experience as long as they are aligned with your salon brand story:
- A hook in the bathroom for coats and bags: It’s the small conveniences that show you’ve thought of everything.
- An easily accessible phone or tablet charger: Keep your clients connected and stress-free.
- A lap desk for clients who need to work: Show that you value their comfort and time.
- A cup holder at your station: Eliminating friction, such as where to put your cup, shows clients you really care.
- A footrest or an extra pillow: Comfort is king and queen and all the things.
- Specialty beverage and snack service: Elevate the experience with a touch of luxury.
- Affirmation cards to take home: Leave them with something joyful to remember you by.
- Silent appointments: Respect their need for quiet and personal space.
- An elevated shampoo experience: Make it more than just getting their hair clean.
- Hot and cool towels: A touch of spa-like comfort that’s simple and valued.
- Cozy blankets and pillows for lash clients: Comfort during those longer appointments is worth it.
- Noise-canceling headphones for lash and nail clients: Help them escape the noise.
- Simple confirmation process: Make scheduling simple and convenient.
- Product samples: Who doesn’t love a free gift?
- Thank you notes: Never underestimate the power of gratitude.
- Respond to awesome reviews: Show your appreciation for their support and time.
- Neck, shoulder, or hand massages: Who doesn’t love a little extra pampering?
- Foot waxing with pedicures: Add value and convenience to their experience.
- Neck massager and back support options: Comfort is key for mani/pedi clients.
- New client welcome gift bags: Make them feel special from day one.
- Blanket warmers for facials: Little touches of cozy luxury.
- Hand or foot massage with facials: Elevate their relaxation and create more value.
- Disposable eyeglass handle covers for color clients: Thoughtful and practical. We love!
- Facial steamer for shaves: Add a touch of spa vibes to your barber services.
Building Trust, Showing You Care, Adding Value
Each of these small touches builds trust, shows your salon clients you care, and adds immense value to your salon clients’ experiences. It’s about making every visit to your salon more memorable, so they can’t help but come back—and bring their friends.
Remember, it’s the little things that make a big difference. Stay focused on creating those magical moments that set your salon apart.
The tools and strategies inside Creating Your Awesome Brand, a complete course for beauty professionals help you have clarity around your salon brand, which helps you decide which “little things” you want to build into your salon experience, build a strong foundation to make more aligned decisions, save a ton of time, money, and energy, and feel more confidence, courage, and joy. Click here to learn more.
Much love, in service to you-
Nina
Nine Reasons Salons Are Still Growing Their Business in 2024
Executing the fundamentals, consistently, is what grows a salon business and brand long term
No, not all salons or hairdressers are slow, regardless of what your particular TikTok algorithm may tell you. If you listen to the PEOPLE PASSION PURPOSE podcast, you’ve heard me talk about this the last few years because I saw it coming.
If you are in A School, or have taken Creating Your Awesome Brand, a complete course for beauty professionals, you’ve heard this too.
Some salons and hairdressers’ business has slowed down, however, some salons are thriving, having record months even, including most of our client’s salon businesses.
While there is a ton of context, nuance, and variables as to why some salons are slow and others aren’t, below are a few reasons most of our clients who own salons are doing awesome.
Nine Reasons Salons Are Still Growing Their Business in 2024
1. They didn’t overcorrect or overreact to economic pressures because they understand their salon brand and how the decisions they make impact their salon business long-term
2. They have a clear understanding of lifetime salon client value and make their decisions with that in mind
3. They understand the difference between healthy boundaries and walls
4. Their salon prices are aligned with their brand promise and market position
5. Their Client Agreements are clear, kind, and aligned with their salon brand
6. They remain simple and easy to do business with
7. They’re passionate about salon client experience and consistency
8. They invest time and energy into post-experience follow-up and communications with their salon clients which I wrote about here
9. They are wise, compassionate, empathetic, awesome leaders and salon owners who care deeply for their clients, teams or tenants
Is everything perfect? No. Because perfection is a myth.
Are they doing everything in their power to create salon spaces that make their clients, teams, and tenants feel like they really matter? Yes.
The tools and strategies inside Creating Your Awesome Brand, a complete course for beauty professionals help you have clarity around your salon brand, build a strong foundation to make more aligned decisions, save a ton of time, money, and energy, and feel more confidence, courage, and joy. Click here to learn more.
Much love, in service to you-
Nina
