We share how salon leaders can turn the December rush into a strong, predictable January by using scripts, incentives, and hospitality that guide guests into a plan. The focus moves from busy to intentional, with four systems that end the January slump for good.
• Reframing January as a December leadership issue
• Using pre-booking with purpose to hit 60–70 percent
• Creating incentives that motivate without discounting
• Training hospitality scripts at check-in and checkout
• Aligning retail to winter care and routine continuity
• Shifting mindset from busy to predictable profitability
• Implementing a December-to-January checklist for the team
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Episode Transcript
Okay, salon owners, everyone is about to start
sprinting through December, butevery one of you has the same
quiet fear in the back of yourmind.
What do I do when the calendargoes silent in January?
Because December feels like acash waterfall, and January
(00:42):
feels like somebody turned thefaucet off.
But here's the truth (00:47):
nobody told you.
The January problem isn't aJanuary problem at all.
It's a December leadershipproblem.
And today we're going to showyou exactly how to stop that
holiday hangover before it evenstarts.
SPEAKER_00 (01:04):
So good.
So let me share a quick storywith you.
Years ago, before we had systemsdialed in, before pre-booking
was a lifestyle, before weunderstood culture, we had one
December where we were bookedbeyond belief.
Maybe you've been there beforetoo.
You know, I remember serviceproviders being double booked,
guests were emotional, the frontdesk was in survival mode,
(01:28):
everyone was pushing, rushing,hurrying, and doing.
And the whole time I keptthinking to myself, man, this is
amazing.
Like we're so busy.
January will take care ofitself.
But then January came and itdidn't.
You know, our numbers fell off acliff.
(01:48):
You know, I could tell that theteam was exhausted, that guests
went back to their normalroutines, that pre-booking
pre-booking didn't happen, thatretail fell flat, and we had our
worst revenue month of the year,right after one of our best.
And that was the moment I saidto myself, never again, Jen,
(02:09):
never again.
Because the goal isn't to feelDecember.
The goal is to let November feelJanuary, February, and even
March.
And that truly changeseverything.
SPEAKER_01 (02:22):
Yes, never again, Jen.
See, if we all, if our namesrhymed with never again, it
would never happen again.
Oh, I love that, you know.
But here's the mindset shift wewant you to have.
January's revenue is createdfour to six to eight weeks
before January even begins.
(02:44):
It's not in the moment, it's notwith panic posts, it's not with
desperate discounts, it's notwith the please pre-book,
please.
You know, January success iscreated at the consultation
during the checkout andthroughout your hospitality in
(03:04):
December.
You know, your team is busy inDecember, yes, but that busyness
makes it the perfect opportunityto set up the next 90 days.
Why?
Because guests are already inthe salon, they're motivated to
look good, they're open toroutine shifts, they want to
(03:26):
start the new year fresh, andtheir energy is high.
So it's the easiest time toguide them into a plan.
But if your team is onlysurviving December, they miss
the January setup entirely.
You know, this is where mostsalon owners lose tens of
(03:49):
thousands of dollars withouteven realizing it.
SPEAKER_00 (03:53):
So good.
So we're gonna dive into thefour systems that prevent the
January hangover.
Um, so let's kick it off withnumber one.
We like to say is pre-bookingwith purpose.
You know, most teams would say,Hey, would you like to pre-book
today?
But these simmer guests aren'tthinking clearly.
They're thinking about, hey, Igot my kids' concerts, I got the
(04:14):
holiday travel, I got the familycoming in, I got the work
parties, I'm keeping the shipafloat.
So you need language that leads,not language that asks.
So instead of, you know, wouldyou like to pre-book?
You could say something like,Hey, let's go ahead and get your
first 2025 maintenance uhappointment reserved, you know,
January and February, feel fastbecause it's when everybody is
(04:36):
ready for a fresh start.
So let's make sure you get thetime that works best for you.
So good.
So if you think about that, thatremoves the pressure and it
actually inserts leadership.
SPEAKER_01 (04:48):
Yeah, so good.
You know, because the goalreally is to get at least, you
know, 60 to 70 percent ofDecember guests to pre-book that
next appointment.
Because step number two is weneed to really put in incentives
that don't kill profit.
You don't need discounts, youneed motivation, you know.
(05:12):
So use incentive systems likesecret envelopes opened at their
January or February appointment.
That's one of our very favoritethings to do.
It creates so much excitement uhfor the guests to come in and
open up that secret envelopetogether with you to see uh what
it is that they are gonna get toexperience during that January
and February appointment.
(05:33):
You know, you could also do likea golden ticket giveaway entry
for January visits or offer, youknow, a VIP refresh package that
combines service and retail.
You know, because January isn'tslow because people don't want
services.
It's slow because salons don'tgive them a compelling reason to
(05:56):
come in early and kick off thatbrand new new year, new you,
refresh, amazing journey ahead.
SPEAKER_00 (06:07):
Love that.
And so another opportunity wecan look at is the team language
plus hospitality scripts.
When you think about it, you'reactually your front desk and
your hospitality team driveJanuary more than your service
providers.
Like, what?
Yeah, I know it's true.
And so these should use um,because they really should be
using like those, what we liketo call those micro moments.
(06:29):
You know what?
Check in.
You know, it's like, hey, youpick such a perfect time to get
refresh.
January feels fast, you know.
So we'll make sure you'resquared away for the new year
before you leave today, youknow, or at checkout.
It could sound like, let's say,hey, let's reserve your refresh
reservation for early 2025.
(06:49):
I would even say January 2025.
You know, like we want you tostay feeling this good.
You know, this is like what wecall a calm leadership language,
not sales talk.
SPEAKER_01 (07:00):
I love that, you know, and then I think number
four is to really look at thatretail strategy because retail
isn't just about December.
You know, every retail momentshould lead to continued
routine.
Um, you know, January, yourJanuary appointment is the
perfect time to reassess yourwinter care routine.
(07:24):
Let's lock in a date so that wecan keep your hair healthy and
hydrated.
You know, that's the this thisis actually what creates that
continued retail, continuedappointments, continued cash
flow.
Um, you know, because it's likeI I always like to say there's
some moment in usually inJanuary where I remember Luca
put on a coat last January.
(07:45):
She put on a little puffy coat,and all of a sudden her hair
started growing from the staticelectricity.
And everybody's doing that,that's happening to everybody
around that time.
January is like when it hits thehardest, and when the hair needs
the most help and the mosthydration.
And yeah, you could drag a dryersheet on it, and that will
temporarily, you know, solvethat.
But your hair is screaming forattention, and we don't want our
(08:08):
guests' hair to be screaming forattention in January.
And what we know is true is thatJanuary only hurts when your
December is disconnected.
SPEAKER_00 (08:21):
So good.
January only hurts when Decemberis disconnected.
I love that.
So let's kind of look at some abelief that a lot of people
have.
Um, and kind of look at a newopportunity or way to flip that
is that busy does not equalsuccessful.
So salons think that December isproof they're doing well.
But you know, you guys, busyisn't the goal.
(08:42):
Predictability or beingpredictable is the goal.
You know, structured is thegoal, profitable is the goal.
And here's the truth if yourDecember feels chaotic, January
will feel empty.
You know, if your December feelsintentional, January will feel
abundant.
And you know, your job as asalon owner is to not ride the
(09:03):
wave, your job is to design theyear.
SPEAKER_01 (09:07):
Love that.
Design that year.
So here is your December toJanuary checklist.
You know, if you do these fourthings, January will not be
slow, period.
You know, step one is to createthat mandatory pre-booking
language for the entire team.
You know, set a script, practiceit together, make it fun when
(09:30):
you practice it, you know, andhold it.
You know, this isn't asuggestion.
This is who we are as a saloncompany.
Step two would be it will becreate that January incentive
that they want to come in for,you know, so that's where like
that secret envelope is gold,like talking about that big
picture for them.
(09:51):
What's next?
Step three is have check in andcheck out January forward
language.
So train your hospitality teamthis week, not a second later.
Make sure they they feel reallyempowered here.
And step four is reallyembodying that leadership
(10:13):
mindset because as the leader,your job is to stay calm and
lead.
It's not to push things onpeople, it's to give them the
language to say, it's not topanic when things are going
crazy, it's to truly lead andshow them the way.
SPEAKER_00 (10:37):
So good.
So if you're listening to thisand you're thinking, okay, Jen
Lindsay, I need systems, like Ineed scripts, I need this to be
easier.
Like we want to invite you intoour three-day salon success
secrets challenge, where weteach, you know, the full sales
process, the leadership mindset,you know, how to build a salon
(10:58):
that is profitable and how togrow revenue through team
culture.
And so just remember, you guys,this December is not happening
to you, it's happening for you.
And to prepare you for astronger January, a clearer
year, a leadership level thatyou've never stepped into
before.
And if you want the exactscript, systems, and team
(11:18):
training to make this your mostpredictable, profitable year
ever, text the word success toso that's S-U-C-C-E-S-S to 469
283 5590.
Again, that's 469 283 5590, andwe'll send you everything.
(11:40):
You don't have to wait to fearJanuary.
You can actually design it, andthat's your salon success secret
for today.
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