Thriving Stylist Podcast – Episode #425

DMs to Booking: The Pipeline to Increased Demand
Host: Britt Seva
Date: February 16, 2026

Episode Overview

In this episode, Britt Seva addresses a crucial and often overlooked client pipeline for modern stylists—Instagram Direct Messages (DMs). She dispels myths about DMs being a burden, explaining how they are, in fact, the highest-leverage tool for increasing client bookings in today’s salon industry. Britt discusses the new Instagram algorithm, the evolution of client behavior, and delivers practical, step-by-step strategies for transforming DM inquiries into appointments. Her aim is to shift mindsets, break down bad habits, and offer a streamlined approach to harnessing DMs as a vital business builder.

Key Discussion Points & Insights

1. Why DMs Matter More Than Ever

• The beauty industry’s climate has shifted—reputation and referrals no longer guarantee a steady clientele.
• Modern clients expect a personal connection prior to booking, and DMs are the new first point of trust.
• Many stylists mistakenly view DMs as a drain; Britt reframes them as the biggest opportunity for growth.

Quote:
“DMs are the most important feature on Instagram.” — Britt [04:28]

2. The Changing Instagram Algorithm

• Early Instagram strategy: focus was on follower counts, likes, and comments.

• Today, the algorithm prioritizes quality engagement over quantity.

• Key engagement signals (in order):

  1. DMs
  2. Shares
  3. Saves
  4. Comments
  5. Likes (least important)

• Immediate, meaningful interactions (like DMs) boost your account visibility and perceived value.

Quote:
“DMs is the number one indicator. DMs, shares, saves, comments indicate deeper, more valuable engagement than likes. That is from Instagram directly.” — Britt [10:33]

3. Reframing the DM ‘Burden’

• DMs are rarely sent; when they are, it’s intentional and high-value.
• Stylists often seek automation, but in service-based industries, human connection builds loyalty.
• Automation (like autoresponders) kills trust and deters potential clients who are ready to take action.

Quote:
“If you start to really listen to what business forecasters and kind of like experts of industry are saying about AI, it’s some pretty scary stuff ... In our rush to automate, in our rush to get as much off our hands as possible—man, in the service-based industry, we need to cling on.” — Britt [16:13]

4. What Not to Do: Autoresponders & Over-Automation

• Autoresponders are a hard “no”—they send the message that you’re too busy to connect and direct the client to a dead-end (the website).
• A DM represents a desire for human interaction; don’t send clients away when they’re most ready to book.

Quote:
“If I’m coming to your DMs, I’m trying to talk to you. And when I go to your website, I know I can’t talk to you.” — Britt [21:48]

5. Britt’s Four-Step DM Booking System

i. Connect

• Use the client’s name, express excitement, and make a genuine greeting.
• Example: “Hi Sheila, so excited that you’re here!”

ii. Discover

• Ask open-ended questions:
  • “Can you tell me a little bit more about yourself?”
  • “Are you currently working with a stylist?”
  • “Would this be your first time getting highlights?”

iii. Value and Solution

• After qualifying the client, suggest a relevant service/package.
• Avoid over-complicating booking with photo submissions or info-heavy forms.
• Offer a price range and simple steps to book.

iv. Next Steps

• Provide your booking link and preview next availability.
• Keep it concise and clear.
• Reinforce your excitement to meet them.

Quote:
“If the process to just get on your books is so complex ... I promise you’re losing clients and you’re losing money.” — Britt [29:33]

6. Human Connection as the #1 Differentiator

• The age of “get them in and wow them” is over; the relationship must be built before they enter the salon.
• DMs facilitate trust-building, fast-track bookings, and give you a competitive edge.

Quote:
“A client now has to trust you way before they set foot through the salon doors.” — Britt [37:52]

Memorable Moments

• Britt’s transparency about her own DM management:
  “At the time of this recording, I have 85,000 followers ... I still manage my own DMs.” — [19:24]
  Showing it's possible to stay personal, even at scale.

• Insight about what happens when you overcomplicate the booking process:
  “If your booking system is so complex that every single new client has to fill out a detailed form and submit photos, I promise you’re losing clients and you’re losing money.” — [29:31]

Important Timestamps

• 04:28 — The critical role of DMs, not being a burden
• 10:33 — Instagram’s new engagement ranking
• 16:13 — Warning on automation vs. human connection
• 19:24 — Britt explains how she personally manages DMs
• 21:48 — The negative impact of autoresponders
• 26:10 — Step-by-step breakdown of DM booking process
• 29:31 — Dangers of overcomplicated booking flows
• 37:52 — The need to build trust before clients book

Actionable Takeaways

• Recognize DMs as your hottest leads and prioritize them over automation.
• Ditch autoresponders; always respond personally when possible.
• Implement Britt’s Four-Step DM system to streamline communication and bookings.
• Simplify the path to booking: limit steps, forms, and barriers.
• Use DMs to actively build trust—a prerequisite for the modern client.

Tone & Style

Britt maintains a direct, empowering, and “no-excuses” tone throughout the episode. She shares practical advice without sugarcoating, encourages stylists to embrace connection, and offers actionable strategies delivered with empathy and a sense of urgency.

Final Thought

“Human connection is the number one thing you should be prioritizing in your business as a stylist or salon owner. There is nothing more important.”
— Britt Seva [17:35]

For further questions or tips, Britt invites listeners to DM her on Instagram (@BrittSeva).