Pricing is one of the topics in our industry that will always create a divide. There are those that worked hard and have experience and know their worth and charge accordingly and there are also those that will always decide for their salon guest what they believe they are willing to pay and can afford and are as a result in the habit of discounting their prices.
The new generation of stylists are unique in that they are more confident in charging much higher prices but do not have the knowledge and experience to warrant the higher ticket. They are attracting guests that will visit them once because of a photo that they saw and liked on Instagram and will never return because their ticket was over $400.00 and the experience did not match up or exceed the price of admission.
I recommend being a perfect balance of all three of these examples. Be educated and constantly striving to be better in your techniques and service skills. Give such great customer service to go along with the high skill so that you can charge a higher rate sooner than your 25th anniversary behind the chair. When you pay attention to these five key factors your salon guest will never have a reason to question your pricing.
1. Respect their time. Do not get in the bad habit of “squeezing” other clients into your day between appointments. There is really no such thing as it simply creates a domino effect and makes you run behind all day long and feeling flustered. You are not going to go above and beyond with customer service when you feel rushed. So by letting that one client bully you into a last minute appointment you have made your entire list of clients the entire day feel taken for granted.
2. Take the time for a thorough consultation every single visit. Don’t start mixing their regrowth retouch before they even get to your chair. Check in with them and offer suggestions to do some little tweaks like a few dimensional foils around the face and show them you care about them and their overall look.
3.Check your environment. How is the temperature in the room is your guest overly warm or cool? Would they like a hot or cold beverage? How is the volume of the music? Is it overpowering the space and causing them to shout over it? Pay attention to their body language if they want to chit chat or be left to their work or a magazine.
4. Thank them for being a loyal guest by surprising them at least once a year with a birthday card or a complimentary conditioning treatment or small size product.
5. Be sure to make them feel seen and heard. Tell them how happy you are to see them and thank them for being a loyal client. Send a thank you note randomly once a year making them feel appreciated. We sure do notice when they stop coming!
Remember they have plenty of options of people and places to have their hair done and they are choosing you. Be sure to show gratitude and never take them for granted. It costs much more to attract a new guest than to appreciate and spoil the ones that you already have.
When you are consistently doing all of the above and you are scheduled out booked for three weeks or more it is time for you to raise your prices. Congratulations because you deserve it.
A licensed cosmetologist since 1986, Elaine has personally trained all of her own stylists and taken them from beauty school graduate to color expert in less than one year earning over $60,000 annually.