The beginning of 2025 was not just a new year for stylist, educator, and Sam Villa ArTeam member Jesse Linares. It was the year he underwent a professional evolution that turned into a profound personal one.
“Starting January 1 this year, I relaunched myself," says Linares, a stylist at Structured Hair Salon in Franklin, TN.
"My passion is haircutting, and after 20 years behind the chair, I decided to specialize and only offer haircutting and styling services. I retired my color apron and discontinued all haircolor.
"This resulted in 60 percent of my business suddenly disappearing. Last week of December, I was 110 percent booked. First week of January my book was Swiss cheese — full of holes!"
Even though Linares had predicted that specializing would result in a major drop in clientele, the reality was jarring. "In one fell swoop, I had been dialed back to a first-year hairdresser, and my ego was stung," he says.
"Regardless of how much experience and ability I felt I had, it was all equalized now. I had to do the same thing as everyone else: build my book."
"Keep Smiling and Fill My Book."
Linares looks back with regret at the dismissive attitude he once had toward clients. “I am chagrined by how I have rolled my eyes when someone texted to reschedule, or how I have canceled someone's reservation because they were a few minutes late, even though I could have managed it," he says.
"I had stopped following up with guests after major hair changes, and I seldom conducted a thorough consultation anymore. My styling and retail game were weak. I didn't have time to sell product," Linares recalls.
"All of this needed to change immediately. I once again had plenty to prove. This is not a sustainable attitude for a public servant, which is essentially what we are. "
Linares started being more flexible with guests who run late or reschedule multiple times. He stopped enforcing cancellation policies and charging a fee for no-shows. “The best solution is to keep smiling and fill my book," he says.
"When my guests know my time is premium, cancellations and no-shows will be rare occurrences. I already proved that before. It will take time and patience to train my new guests, but it will happen.
"They want to feel valuable and have a great experience," Linares says. "It's our job and our joy to give it to them.
“Most people really value their reservations, and when unexpected things happen, it's just a real downer to have their hairdresser harshing on them for being late or needing to reschedule," he says.
"And for that occasional guest who just doesn't seem to 'get it', a professional and frank face-to-face conversation will usually rectify the situation."
Bringing it Back to the Guest
Refocusing on a good consultation and follow-up communication goes a long way toward preventing issues and solidifying guest loyalty, Linares has learned. "In today's saturated market, these simple things can really make a stylist stand out from the pack," he says.
As of now, he's continuing to rebuild his book, "hustling now for every haircut and referral I can get," Linares says.
"I am aware of how precious each guest is, and how integral each one is to my livelihood and — by extension — my overall well-being.
"If only I had realized this profound truth in year one!”
Jesse Linares will be teaching at America’s Beauty Show in April and leads monthly online classes for Sam Villa Partner School. To book a class with him, tap here.