As someone who specialises in pricing, I wish I had a quid for every time a stylist told me, “I’d love to charge more, but…” and then followed it up with a reason why they have to stay cheap.
These are usually things like: “I’ve only been doing hair for a year”, “I just rent a chair, I don’t have my own salon” or “I work mobile, so people expect me to charge less.” Sound familiar? Maybe you have your own version of this sentence? If you do, I’d love for you to read on because believing these things will keep you stuck.
“I’ve only been doing hair for a year.” With the greatest of respect, your clients don’t care. I don’t walk into a salon asking how many years my stylist has been qualified. I care about how my hair looks when I walk out. The truth? Some stylists with decades of experience haven’t updated their skills since the early 2000s.
(We all know a stylist who loves to remind you she’s done hair for 20 years, but is still convinced Balayage is a fad and hasn’t ever touched a bond builder!) Meanwhile, many newer stylists are investing in training, learning the latest techniques and bringing fresh creativity to the industry.
So, let your ‘new-ness’ be your edge. Get obsessed with education, learn from the best and show up with fresh energy. Clients don’t care about your ‘years in’; they care about results. “I just rent a chair, I don’t have my own salon.”
First things first, cut the “just” out of your vocabulary. You don’t just rent a chair; you run a business. Second, having a salon doesn’t automatically mean higher prices (some of the most expensive stylists in the world don’t own salons!). Your clients aren’t paying for square footage; they’re paying for your skill, experience and expertise.
If you rent a chair, focus on what makes you different:
“I work mobile, so people expect me to charge less.” Oh no, no, no. Let’s bin this one immediately! Think about celebrity stylists. Do you think Chris Appleton is rocking up to Kim Kardashian’s hotel suite and charging £50 for a full colour because he’s ‘mobile’? Absolutely not. Being mobile is actually a luxury. Clients don’t have to fight for parking, sit in a waiting area or take half a day off work to get their hair done. You bring the service to them and that’s worth a premium.
If anything, mobile stylists should be charging more. Your time, travel and flexibility are all valuable. If a client expects a bargain because you come to them? They are not your people.
It’s time to learn how to reframe and articulate the value you bring to the table. Every perceived disadvantage you think you have? It’s actually your magic. For the right ‘Rockstar Client’, your way of working is exactly what they want. It’s time to own it and charge accordingly.
