Cold Calling in 2025: What Salon Owners Actually Want

There’s a quiet shift happening in our industry.

The phrase cold calling probably makes most salon owners’ shoulders tense up. And in 2025? It’s no longer just an outdated sales tactic — it’s a complete misfire if you’re not reading the (treatment) room.

A recent thread in the ABIC Facebook group posed the question: When a skincare or device brand reaches out to you, what actually grabs your attention?

The responses? Candid. Insightful. And honestly, a little confronting for brands still stuck in 2013 sales strategies.

Let’s break it down.

Cold Calling Has Evolved (Because It Had To)

Pre-Covid, it wasn’t uncommon for BDMs to pop in unannounced, drop a stack of flyers at reception, or call the clinic line hoping to catch the owner in a quiet moment. But here’s the reality of 2025:

• Phone calls are screened. Salon owners are on the floor, not at their desks.

• There’s no longer always a receptionist. Especially post-pandemic, many clinics have streamlined their staffing.

• Uninvited visits interrupt the flow of paid appointments. It’s not just rude — it’s bad for business.

• The social media DM inbox has become noisy. Too many “introductions” are just disguised ads.

So, what does grab attention? Straight from the Source

Let’s take it from the people you’re trying to reach.

“A complimentary treatment always gets my interest.”— Megan Louise (This comment received 7 likes — clear agreement here.)

Salon owners are looking for value first — not a hard sell. They want to feel the product, experience it like a client would, and understand what sets it apart before being expected to commit.

“No drops in and no cold calls 🚫 A professional, well-worded email that clearly outlines what you can do for us.”— Anonymous Member 791 “It’s felt for quite some time that ‘we would be lucky’ to be a stockist as opposed to them being lucky to be stocked in a salon.”

Let that last line sink in. The balance of power has shifted — and rightfully so. Salon owners are gatekeepers to the client relationship. They deserve respect, relevance, and a clear understanding of how your brand supports their goals.

“Please don’t just leave a pile of flyers — they go straight to the bin. Leave some products. If I like them, I’ll chase it up.”— Kim Blaxland

“I cannot stand the following: reps sending product links via DMs when they don’t know us... and a constant barrage of DMs not even saying hello.”— Anonymous Member 131

It’s not just what you’re saying — it’s how you’re saying it, and whether you’ve earned the right to say it yet.

So, What Should Cold Outreach Look Like in 2025?

Here’s the new playbook for contacting a cold prospect in the professional beauty space:

1. Ditch the drop-in. Lead with data. A thoughtful, well-worded email that outlines:

• Why you’re reaching out

• What problem you solve

• Case studies or testimonials from similar businesses

• What you’re offering — sample, treatment, trial, etc.

• What next step you’re suggesting (book a discovery call? access a stockist portal?)

  
  

2. Personalise your approach. No generic “Hi hun” DMs. Use their name. Show that you know who they are, not just what they do.

3. Lead with value — not volume. Instead of hammering their inbox or phone, create a value-led sequence. Think:

• Day 1: Intro email with clear offer

• Day 4: Send a well-designed sample box with clinical data

• Day 7: Follow up with a case study of a similar clinic

• Day 10: Invite them to a short, optional product walk-through or virtual demo
  

4. Respect the owner’s time. “Book a time with me” links work better than back-and-forth emails. Better yet, offer a time that suits their clinic hours — think early mornings or after hours.

5. Make your presence felt — not forced. Cold calling in 2025 isn’t dead. It’s just redefined. Less about the phone line, more about touch points that feel smart, strategic and (most importantly) considerate.

In a world where connection is currency, being relevant is your real competitive edge. So, before you send that next batch of flyers, ask yourself:

Would I want to be contacted this way?

Because when you flip the mindset from 'you’d be lucky to stock us' to 'we’d be lucky to work with you', that’s when the right salons start to lean in.