Thriving Stylist Podcast - Episode #376: The NEW Marketing Funnel Level That Changes Everything

Host: Britt Seva
Release Date: March 10, 2025

1. Introduction to the New Marketing Funnel

In Episode #376 of the Thriving Stylist Podcast, host Britt Seva delves into a groundbreaking update to the traditional marketing funnel tailored specifically for hairstylists and salon owners. This episode, titled "The NEW Marketing Funnel Level That Changes Everything," introduces a pivotal shift in how professionals in the beauty industry can attract and retain clients more effectively.

2. Evolution of Britt Seva’s Marketing and Retention Funnels

Britt begins by recounting her extensive experience in coaching over 16,000 stylists and salon owners since 2010. She explains the foundational elements of her original marketing funnel established in 2012, which comprised four levels:

1. Awareness: How clients discover your existence.
2. Interest: Utilizing social media and showcasing social proof.
3. Desire: Serving as the primary salesperson through your website.
4. Opportunity: The initial chance to engage with potential clients.

Additionally, she introduced the Retention Funnel, focusing on guest experience and nurturing repeat business, culminating in her trademarked Hairstylist Success Hourglass methodology, developed in 2015.

Britt Seva [02:12]: "With both of those pieces, I created what's called the Hairstylist Success Hourglass. It's the signature methodology that I've been coaching to in thriving stylist method since 2015, so over 10 years now."

3. Predicting the Great Divide in the Beauty Industry

In 2022, Britt foresaw a significant split in the beauty industry, which she termed the "Great Divide." This division separates the "haves" from the "have-nots," driven by the industry's historical reluctance to adopt robust business strategies. She highlighted how this resistance has led to an oversaturation of providers and undersupply of quality service, causing client dissatisfaction.

Britt Seva [02:45]: "The split is going to be haves and have nots. And I could feel it brewing and I could see the patterns."

4. Shifts in Marketing and Retention Funnels (2023-2024)

Britt discusses the changes observed from 2023 onwards, noting that the traditional marketing and retention funnels required significant adjustments. The emergence of fluctuating client behaviors and increased competition necessitated a more nuanced approach to building trust and securing client loyalty.

Britt Seva [03:30]: "In 2023, we saw things really start to shift and change. And I was like, this is it. I predicted this great divide a year ago and now we're really in it."

5. Introducing 'Trust' as the New Marketing Funnel Level

The core revelation of the episode is the addition of a fifth level—Trust—to the existing marketing funnel. This new stage bridges the gap between desire and opportunity, addressing the industry's Achilles heel: establishing genuine trust with potential clients.

Britt Seva [04:15]: "The marketing funnel did give an expansion. The level to the marketing funnel that was added and is brand new is Trust."

Previously, trust was predominantly part of the retention funnel, but Britt repositions it within the marketing funnel to enhance client acquisition strategies.

6. Detailed Breakdown of the Trust Building Path

Britt elaborates on the Trust Building Path, which encompasses five components:

1. Desire: The client's initial interest and intent to engage.
2. Consideration: The phase where clients evaluate their options.
3. Initial Commitment: Booking the first appointment.
4. Reconsideration: The period between booking and the actual visit.
5. Acceptance: The client commits to returning for future services.

Britt Seva [06:00]: "When you look at the trust building path, there's five different components... desire, consideration, initial commitment, reconsideration, and acceptance."

7. Analogy with the Home Buying Process

To illustrate the complexities of the new funnel, Britt draws a parallel with the home buying process. She explains how each stage—from browsing listings on platforms like Zillow to making an offer and finalizing the purchase—mirrors the client journey in a hairstylist’s marketing funnel.

Britt Seva [06:45]: "Let's say you make your initial commitment, you know you want it. But you do ask your agent, like, listen, are we locked in when we make this offer or can we still change our mind."

This analogy emphasizes the emotional and decision-making processes clients undergo before committing to a stylist, highlighting the critical need for trust at every stage.

8. Overcoming Common Challenges

Britt addresses common frustrations among stylists, such as client no-shows and the perception of being an option rather than a necessity. She critiques traditional strategies like booking deposits and cancellation fees, arguing that these measures often fail to address the root cause: the lack of established trust.

Britt Seva [07:30]: "If you're in thrivers, you're already digging into the content on it. If you're coming into any of my upcoming free trainings, we're definitely going to talk about it a little bit more."

Instead, she advocates for building trust through authentic interactions and demonstrating value, ensuring that clients perceive the stylist as indispensable.

9. Key Takeaways and Recommendations

Britt concludes the episode by urging stylists to reassess their marketing strategies, emphasizing the integration of trust as a foundational element. She encourages listeners to engage with her upcoming trainings for deeper insights and actionable strategies.

Britt Seva [09:00]: "What trust components are you looking for? What are the things that build trust versus work against it? You'll find a lot of answers and strategies living there."

Conclusion

Episode #376 of the Thriving Stylist Podcast presents a transformative update to the marketing funnel, introducing trust as a critical new level for stylists and salon owners. Britt Seva’s insights provide a comprehensive roadmap for adapting to the evolving beauty industry landscape, ensuring that professionals not only attract but also retain a loyal clientele through genuine trust-building practices.

Notable Quotes:

• Britt Seva [02:12]: "With both of those pieces, I created what's called the Hairstylist Success Hourglass."
• Britt Seva [04:15]: "The level to the marketing funnel that was added and is brand new is Trust."
• Britt Seva [07:30]: "If you're in thrivers, you're already digging into the content on it."
• Britt Seva [09:00]: "What trust components are you looking for? What are the things that build trust versus work against it?"

For more insights and to join Britt Seva’s transformative trainings, visit www.thrivingstyledists.com.