Clients Aren’t Craving Your Amenities—They’re Craving You

Right now, I don't know if you can agree with me, everything feels a little bit heavy right now. Right? The state of the world, the industry, and our nervous systems. It all feels a little bit heavy.

I know I'm feeling it. I know my friends have felt it. I know my clients even have felt it, and I know that your clients and you maybe have felt it as well. From scary headlines and legislation, to uncertainty in our businesses, to just being a human trying to keep showing up through it all, the weight is real.

And I have been asking myself as a coach, as a leader, as somebody who's passionate about leading you through crazy times such as these, my question has been, how do we hold all of this and still move forward in our work? What I'm noticing is that in response to all this heaviness, a lot of us are operating from fear. Not from inspiration or clarity, but from a sense of, like, urgency and comparing yourself to everybody else, and a lot of anxiety and urgency. And in my opinion, that is no way that we should be running our businesses.

Because when we're scared, we shrink, we hoard our energy, our time, our creativity, because we're afraid that we'll run out of it all. We overthink every single post, every price, every system, every conversation, because we're terrified of making the wrong move. And so we continue to search for certainty and anxiously try to find some sort of, like, magic bullet, some sort of magical strategy that will make it all easier and more predictable. But that strategy, like that unicorn fix that we're all hoping and craving for right now, it does not exist is the tough news for you, my friend.

And deep down, you probably already know that, right? You probably already tried it, and you're still here, anxious, unsure, and waiting. Not because there's something necessarily wrong with you, but because you've been trying to outrun uncertainty instead of learning how to lead through uncertainty. And that is the shift, that is the glow-up.

Not just some new tactic or some new magical strategy, but a new identity. Not more hustle, but actual leadership. Because the next level of your business will always require something different from you. If you wanna have a massive price increase, if you wanna hit a goal, if you just wanna sustain what you have right now, it always is going to require a new version of you and how you show up.

It requires you being a leader, and not just different strategies, but a different way of being in your business. And that is what this conversation is really about today. The more that I learn about being a leader and the more experience that I have in business, especially in seasons that feel a little bit treacherous, the more I realize that there isn't some sort of magical fix. There is only the unique magic that we have and what we decide to do with it as business owners, as human beings, and as leaders.

So the question becomes not what trick, not what strategy we need right now, but how do you build your business forward with the magic that we already have? The trust that you earn, the relationships that you build, the way that you make people feel when you, when they walk out of your salon, that is the magic that you already harness, and that I believe we need to tap more into. So, let's talk about what actually creates a sustainable, profitable, fulfilling business right now. Spoiler alert.

What creates a sustainable, profitable, fulfilling business right now is not a prettier website. It's not amazing snacks and drinks and amenities, or even the little gold under-eye patches during a shampoo experience, 'cause I see some of y'all doing that. That's some extra-ass shit, okay? Now, don't get me wrong.

I'm into that stuff. I love it. It's cool. But somewhere along the way, we've gotten a little too obsessed with all the surface-level stuff.

All that stuff does build value, but it's not what keeps clients coming in and coming back. It's not what builds loyalty, and it's not what makes someone drive past five other salons and pay double the price to sit in your chair, especially right now. So, what actually works? So y'all know that I'm big on research and data.

I like making data-driven decisions, and I've been doing a lot of research for 2025 figuring out, what do clients want right now? What is the biggest priority? And it turns out, it is none of the sexy stuff. It is the fundamentals.

It's the boring stuff, the stuff that isn't always visible, but is always felt. The way that your clients feel safe in your space, the consistency in how deeply you show that you care, the trust that builds when you remember what their kid's name is and what their concerns were with their hair at their last visit. That is what makes the difference and creates sustainability in your business, because the more overwhelmed the world becomes, the more your clients are craving something that they can count on, something real, something human and grounded, right? So, I'm gonna share with you guys a little sneak peek of this very large survey that I did.

I, I just ran this survey across the entire United States to hundreds of people who specifically visit salons such as yours. So they don't visit, uh, any budget salons like Great Clips, Sport Clips, whatever it may be. They are specifically your clients, the ones that you want in your chair. I asked people, I asked people these things.

I asked a lot more than this, but these are the, this is the little sneak peek I'm gonna give y'all for now, okay?So, I asked, "What would make you not book an appointment even if you liked the stylist and they had availability?" My next question was, "If two stylists charge the same price, are the same distance away, have the same availability, offer the same service, and have the same level of expertise, what makes you choose one over the other?" And the next one was, "What made a hair appointment so damn good that you talked about it afterwards to your friends and your family," all the things, right?

So for question number one, 51% of surveyed clients said that they would not book even if they liked the stylist's work and they had availability if they weren't sold on them as a person. As a person. And I want you to think about that deeply, right? It's not always all about the work or the expertise, right?

And yes, there is so much strength to showing somebody that you can solve their problems, but these people are worried about whether they're going to vibe with you, whether they're going to actually enjoy their time with you in their space. To the second question, when asked to choose between two equally skilled and priced stylists, clients most often cited personality, friendliness, and conversation as deciding factors. So some people said their personality, "I would choose who is funnier and more outgoing." "I would, uh, if, if one isn't awkward to talk to."

"Because one has better conversations with me." Right? So it all comes back down to the personality. Am I vibing with this person or not?

And then three, 200 plus client responses about a rave-worthy appointment, one that people are willing to talk about, nearly all described comfort, attentiveness, or feeling cared for, not how their hair turned out. So, "She really listened and made me feel comfortable." "It was a vibe, like they just understood me." "They communicated so well, checking in with me several times during the cut to make sure I like it."

"Very friendly as well." Okay? So I got all this survey data back, and I was like, okay, this is kind of stuff that I feel like we all know a little bit as hairstylists, right? We know that creating a comfortable experience and being yourself and creating relationships is important, right?

But I feel like we have gotten so far away from those strong fundamentals that we've completely kind of forgotten about them and haven't really tapped into the potential that is there and left over. And it really clicked for me. After I did these surveys, I looked back at the comments that I got on this one post that I did. So, I did this Reel about why some of my clients still drive two hours to come to see me, and I maybe work two to four times a month on a Friday in the in the week, in the morning, and I don't have a very convenient situation.

My prices are expensive, and I have clients who still drive far and will prioritize coming to see me, and I explained why. And a lot of it was strategic stuff. It was, "I niche down. I do a, a thorough consultation," whatever it may be.

But one, and my, some of my clients commented, and one of them said, "You forgot reason number four. You're so easy to talk to, fun to be around, and I felt like all of my hair appointments was like catching up with a great friend. I'd gladly drive that far for your services any day." And that really solidified that I believe that there is something special and important here, right?

So this is where your magic gets to live and make the biggest difference, not just in the hair you do or the amenities that you offer, but in the connection and relationship that you're building with your clients. And some of us may say, "Of course, this is obvious," like I said, but if it's so obvious, then why aren't we focusing on it just as strategically as the way that we build our websites and approach our marketing? We only really approach relationship building subconsciously, not necessarily intentionally. So, what if we took that magic and started turning it into strategy?

That is where I believe we have a lot of untapped potential, but most of us were never tap, no, never taught, or we've never really dove specifically deep into how to design the kind of experience that intentionally creates relationships. We're told to be nice, be prompt, offer a snack and drink, whatever it may be, but building trust, creating emotional safety, turning clients into lifelong advocates, that is a strategy, and it's one that we can absolutely learn and one that I think we all can do a much more intentional job of doing. And I believe this is becoming more and more of an untapped needed things for clients because of the heaviness of the world right now, providing joy and connection, being a leader, and having hope for the future. But that is really hard, right?

Right now, any glimpse of hope for the future that you have or you get, your nervous system says, "Oh, hold up, sister. Don't get, don't get too hopeful, because if you're not anxious and doomful, then you won't be prepared and you'll be unsafe and you'll die." Right? That's what our nervous sy- system is telling us.

That's what our primal brains are telling us. And any chance to experience joy, we tend to feel guilty about because of the turmoil that's happening in the world. Ooh. Did I lie?

Right? So it's really hard to show up as the leader, as the source of hope right now. Over the past few months, with so many heartbreaking and enraging things happening in the world, especially around queer rights, I've been holding that same tension personally, and what I have found myself and my friends doing is we are fighting back by choosing joy.We gather anyway, we create beauty anyway, and we don't do it out of ignorance to what's going on in the world right now, but out of the deep need to keep fighting forward, to take care of ourselves so we can keep standing up, because love, joy and hope are necessary to make fighting back possible.

And joy is a form of protest, connection is a form of resistance, and gathering in community even inside of our businesses is an act of hope. And that energy is magnetic, it's what your clients are longing for, it's what keeps people coming back, not just for your work, but for your presence and how you decide to show the F up and make an impact in your community and your clients and your lives. Your business can be a soft place to land for these people, a spark, a source of steadiness in a very noisy world. And you don't have to do that alone, in fact, you're not supposed to.

When you're connected to a bigger vision surrounded by people who get it, with clear strategy and support under your feet, that's when the real magic happens. Not just in your numbers, but in how you feel when it ru- when it comes to running your business, right? I hope that I have brought you guys some sort of feeling of joy and community and love and hope for the future in our in-person gatherings recently, and I'm really looking forward to bringing that same energy into our digital experience together all year round. So, if business building has been feeling a little bit heavy right now, like it's striking urgency through your chest, making you feel like you're always behind, like you have to change everything, like nothing is working, I want to offer you this.

That pressure isn't necessarily truth. It's a symptom, and there is another way forward, one that centers you, one that supports you, one that makes space for joy again in your business and even your life. So, with everything feeling so doom and gloom lately, and with us choosing joy in spite of that, because I'm assuming that you and I, after today, we are choosing joy, I didn't want to host just another business class or an info-packed webinar to kick this off. I wanted something different.

I wanted something that brings good vibes and energy, that brings us together, that reminds us that hope is a smart strategy too, which is why I am very excited to invite you to the Client Experience Glow Up Party. You deserve a space to feel excited about your business again, and this is exactly what this is. It's a party, and a very strategic one at that. So, the Client Experience Glow Up Party is a three-day live party theme workshop where you'll rebuild your client journey from the ground up using data-backed strategies at every touch point to keep clients coming back, spending more, and raving about their experience.

Because let's be honest, client experience is what makes or breaks your business right now. Not your reels, not your remedies, not your new logo. The way people feel when they interact with your business, from when they first hear about you to following up after their appointments, that is what builds loyalty, that is what drives referrals, and that is what gives you the confidence to raise your prices and know that people will still show up. Okay?

So, here's what you're gonna get out of the Client Experience Glow Up Party, a complete, clear client journey that feels aligned and intentional, not random or reactive, data-backed strategies you can plug into your booking consultation service and follow-up systems immediately, renewed confidence to charge more, retain better, and actually lead your business with clarity, a grounded plan that feels joyful and doable, aligned with what clients actually want in 2025, and a supportive and celebratory space to remember what you're capable of, because you deserve to feel confidence and joy in building your business right now. I truly believe that. And you need to choose to approach it that way as well. So, over the three days of the Glow Up Party, we're gonna be walking you through the full journey together, the pre-visit, the in-the-chair, and the post-appointment, using real client feedback from across the country and proven strategies from top-performing b- beauty entrepreneurs.

You're gonna be learning exactly how to upgrade each touch point of your client experience so your business becomes unforgettable, unshakeable, and completely referable. So, day one, May 4th, trust and convenience are the two biggest reasons clients choose a stylist in today's market. So on day one, we're gonna audit and elevate what's happening before the appointment, your marketing, first impressions, and pre-visit communication, those small but powerful details that either build trust or break it. On day two, we're gonna go in the, to the in-the-chair experience.

We're gonna be using real client data and proven psychology triggers to turn your in-the-chair experience into a loyalty machine, one that makes clients feel seen, valued, and obsessed with your brand. When you deliver consistent personal moments that hit the mark every time, clients won't dream of going anywhere else, and that is what I'm gonna be teaching you here. And then lastly, the post-visit is what we're gonna be doing on day three. So, with clients constantly bombarded by ads promising salon results at home and fricking Brad Mondo teaching your clients how to do their own hair, it's never been more important to stay top of mind, and the post-visit experience is one of the most underused tools in your business.

And on day three, we're gonna turn it into a strategy for retention, passive income, referrals, and long-term loyalty. All right? So, if you've been feeling like business has gotten a little bit weird and you're not sure what actually is working anymore, if you're stuck in urgency, this is a big one for you guys.If you feel like you are operating out of scarcity and urgency and fear right now, I beg of you to calm the fuck down.

I beg of you to try and challenge yourself to operate from a space of hope and a vision, because that is the only thing that will sustainably get you there, and I am looking forward to facilitating that for you. If you feel like you're doing so much and still wondering why it's not landing the way that it used to, if you're burnt out from trying to add a ton more value without any real strategy, or you're unsure how to raise prices, retain better clients, or make your client experience feel cohesive, like you want the joy, structure, and support but you're not sure where to start, this is your opportunity. This is the reset button for you right now, my friend. This is where you reconnect with your own power and build forward with hope and clarity.

So, here are the details, all right? Like I said, this is going to be a three-day workshop, May 4th through the 6th. We're gonna have daily calls at 12:00 PM EST, replays will be available, and it is only $25. So, do you guys wanna come to the party?

Do you guys wanna come to my party? Hey, let's go, period! I hope you do, because, like, I throw a good party, okay? I don't play games.

I really don't. Okay, so if you wanna come to the party, you can go to hunterdoni.com/party. What are we wearing?

Our best party gear, honey. Yes! The real tea is, I am not willing to work with people who aren't willing to show the fuck up for themselves right now, you know? I, and I'm really, that is really getting solidified for me, um, uh, with our Mastermind group, with our 10 to 11 people.

I know a lot of you guys, uh, in Mastermind are on this call right now. Shout out to y'all. I mean, these, these guys are just so willing to show the hell up and get 'er done and be uncomfortable and, like, do the things that are required, and it has just been so inspiring. Every single one of them blew past their Q1 goals, every single one, nuances considered.

And it's because they decided to show the fuck up and do something. They decided to look for mentorship and follow a plan, and they were organized, and they lean into each other, and it's just been super inspiring, and that's the type of people that I wanna work with, hence why I'm charging for this, because I wanna know that you're serious. Like, I only really want you to be in the room if you're actually ready to stand up for yourself and to be a part of this community and contribute to it, right? I'm really, really, really excited about all the things that I found in this survey, because they are things that we haven't really done before.

Like, they're things that maybe we've touched on or the things that we've already had in place have, like, lent to, but the strategies that I'm gonna be bringing to you that, like, attack the things that I've seen in these surveys, they're just really fresh and new and exciting and innovative, and they're also simple to implement, and I think you guys are gonna freaking love them, and I'm confident that they're gonna make a big difference. I'll see you guys at the Glow Up Party, all right? So much love. Peace out, girl scout.

Bye-bye.

End of transcript. © 2025 Hunter Donia LLC.