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This post distills the top takeaways from a conversation between Van Council, celebrity hairstylist and owner of Van Michael Salons, and Zenoti CEO Sudheer Koneru at the 2025 Data-Driven Salon Summit hosted by Salon Today. The session delivered a plethora of insights to grow and sustain a successful salon business. We handpicked five strategies to share, infographic included.
"Value is money," Van Council boldly declared. His focus on raising prices to reflect value and retain top talent is a crucial lesson for salon owners. Van stressed that salons often undervalue their services, leaving profits on the table and hindering employees' earning potential.
For example, a stylist at Van Michael increased their haircut price from $100 to $200 and still retained nearly all their clientele, highlighting customer willingness to spend more when the quality and experience justify the cost.
Pro tip: If one of your stylists is consistently booked weeks in advance, raise their prices incrementally to reflect demand. Regularly adjusting pricing ensures your salon remains competitive while supporting growth for your staff.
Did you know that 20% of new salon customers come from Google? Sudheer Koneru shared that data point to stress the importance of maintaining a robust online presence. For many potential clients, a Google search is their first interaction with your business.
At Van Michael Salons, online reputation management is ongoing. From actively seeking guest reviews to creating shareable reels showcasing services, the team leaves no stone unturned. They send review requests immediately after a client visit, further increasing the chances of positive feedback.
Pro tip: Keep your Google business listing accurate and up to date. As “Reviews” have their own tab in your listing, automate review requests to maximize feedback and rack up those stars.
Van Council's advice to keep customers coming back centers on consistency and thoughtful touches. His salon uses the following protocols to ensure a 5-star experience every time:
Van calls this approach "performing," as employees create additional value with each step of the guest experience. By consistently offering first-rate service, the salon can command premium pricing and customer loyalty.
Pro tip: Implement a service checklist for staff to ensure every client leaves feeling cared for and valued. Start small with complimentary add-ons like thoughtful consultations or post-service styling tips.
Imagine reducing the number of receptionist hours while offering clients greater convenience. At Van Michael, 33% of all appointments are booked online, saving time and cutting call center costs. This shift in behavior underscores why online booking is critical for salons today.
Van noted that an intuitive experience is key to increasing online bookings. For his business, providing specialized options, such as allowing clients to book different stylists for cut and color, helps guests self-serve instead of calling.
Pro tip: Invest in an online booking system that handles specialized requests and integrates with Google search – potential clients can book instantly when they find your salon.
Gift cards are a key driver for attracting new clients and boosting revenue. Sudheer Koneru explained, “25% of all gift cards are used by people who are new customers walking into your store,” emphasizing their role in guest acquisition.
Additionally, gift card recipients often spend beyond the card’s value, upgrading to premium services or adding products. Offering a digital gift card program is essential to meeting customer expectations today.
Pro tip: Create a frictionless online gift card process: simplify purchase steps, make redemption a breeze for both staff and guests, and offer both groups a way to check gift card balances.
Salons exploring artificial intelligence to create personalized client experiences are on the right track. However, Sudheer Koneru mentioned AI impact on non-service functions as “unfolding here and now,” especially for front desk, marketing, and operations.
With rent and insurance skyrocketing, Van Council said, “It’s really important to be able to use AI to help us improve our bottom line. So anywhere we can save with call centers with less staff is really huge now.”
Rethink pricing, enhance tech integrations, and focus on service quality to empower your team and your client base to thrive and glow like never before.
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