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The idea of increases price within our Salon has always been the nemesis of any Business. However, since Covid there seems to be a lot more reluctancy.
Whether it’s because we “feel” for our clients, or we “think” everything is going up..we shouldn’t, or we are just “scared”…..it doesn’t matter. There is apprehension in raising our prices always.
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I don’t want to be too harsh on those of you who might fit the above description. I have been there and done that!
Since I’ve grown in the Business world however, I’ve realized raising prices is a part of growth. It’s simply a part of life.
To think we can be in Business without “ever” having a price increase is ludacris. We all know this, yet it is still a struggle to make it happen.
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I’ve talked a lot about confidence over the past few months, and even have classes put together on the topic.
Confidence does have a lot to do with it. Yet, in teaching yesterday in one of my classes, it dawned on me that confidence isn’t just a mental state. You have to have confidence in your products, how they are used, what are their guts.
You also have to have confidence in your knowledge of these products in an effort to be able to communicate them.
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Knowledge is power, we know this. Now….say that again “KNOWLEDGE IS POWER”.
When we have the knowledge, we feel the power to accomplish anything. We feel strong….we feel confident.The question is not only how do we get that knowledge? What knowledge do we actually need in an effort to feel confident in raising our prices?
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Here is my assesment;
- Technicians don’t know the guts of the brands they are using.
- Technicians don’t know the proper terminology to use because they don’t know the brand they are using.
- Technicians don’t feel comfortable in their processes because they don’t know the brand they are using.
- Technicians don’t promote at home care because they don’t understand the benefit to them.
- Technicians don’t promote at home care because they don’t know the benefit to their clients.
In the end, Technicians don’t feel confident in raising their prices because they don’t know the brand they are using.
[/vc_column_text][vc_empty_space height=”12px”][vc_column_text]There are many reasons which justify a price increase;
- Product cost have increased
- Shipping cost has increased
- Rent has increased
- Insurance has increased
- Sundries have increased
What our Technicians fail to realize, the following also justifies a price increase;
- Education
- Education
- Education
[/vc_column_text][vc_empty_space height=”12px”][vc_column_text]The very first thing I did in my class last week is suggest to the students to make a post about them being in the class.
Almost immediately, one of the students shared with me a client reached out and “couldn’t wait” for her to get back to work and to please schedule her an appointment.
Clients not only love the idea of Technicians constantly improving themselves, they support it.[/vc_column_text][vc_empty_space height=”12px”][vc_column_text]
- Social media is a very important marketing avenue – every time you improve upon your knowledge….share it.
- Talk about it – getting ready to go? Bring your clients in on the excitement.
- Practice “immediately” what you learn. If you don’t use it, you lose it!
- Eliminate waste. Not everything you learn in a class is usable for your situation.
- Re-read your class materials.
- Use your resources. In our Centre for Beauty class I personally open myself for everyone to use me as a resource.
[/vc_column_text][vc_empty_space height=”12px”][vc_column_text]Know your self worth; It is surprising to me at how many people do not put value on their time, their education, their knowledge.
Self worth comes with confidence. If confidence is what you lack, then increase your education. Once you begin to feel more comfortable with not only who you are, but the brands you carry…you will find it a whole lot easier to plan your price increase.[/vc_column_text][vc_empty_space height=”12px”][vc_column_text]The questions now becomes – Once I’ve done all the above, how do I implement a price increase?
That is a great question and there are several ways you can do this;
- Just do it!
- This is the really the way it needs to be done. Why wait? It doesn’t matter what you do how how you do it, you will always find opposition. You just need to stand firm in your decision and communicate it clearly.
- Gradually.
- Maybe you plan to have a $10.00 price increase. Do it $5.00 at a time over a 2 month period. I’m not a big fan of this, as to me it gives your clients time to think about it. However, you have to make that decision on your own. Again, stand firm and communicate clearly.
- Notify your clients.
- Does your local supermarket, your Dr., your gym notify you of when they are going up on prices? Heck no! However, it does appear a lot of Salons do send an email or notify on social media to expect a price increase. Make it personal. If you send an email, post it in a blog, post it on social media or text it, use the words “I” – “We” and communicate to your clients like they are a human being. Don’t make them feel like they are receiving a “bot” notice.
- Give an actual reason.
- I’m usually not a big fan of “having to explain” Yet, clients do feel like they are a little more involved when you share your story. And, stories is what our Business is all about. Tell them the cost of education, how ship cost have gone up, product cost or sundries…ect.
- Sell the benefits of your price increase.
- Tell them so you can continue to provide them with the quality pedicure, using quality products which they are accustomed to. If they like what you are doing and like the products you offer…go to the heart of of that.
- In short – remind your client about the value you deliver….and make sure you deliver that value.
- Set a date and stick to it.
I ran across this video from an article I was reading. It is in relation to Lumber however, the message is still the same.
She is telling her story, she appears like she’s speaking to each customer individually, explaining her challenges and just saying straight out and not being afraid to ask for what she needs.
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You are not alone. Everyone in every market is having this same challenge. You and they will have them again.
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Very true Cj and we’ll said. Confidence is the key to it all.
Thanks Susi……absolutely!
Spot on!
Thanks for the encouragement.
Thanks Tamara. I know it’s easier said than done, yet hopefully this will resonate with someone and insight them to raise their prices. I appreciate you!
Thank you for all you do for us nail techs.
Thank you. I appreciate your comment. 🙂
This is great! I just implemented my first price increase and did exactly what you said; talked to them like they were a human. I added a note at the bottom of my monthly newsletter so that it wasn’t an email just about the price increase, it had value and included my valentines promo. My clients really appreciated the way it was worded, completely understood and said it was well deserved. I was so nervous not knowing how it would be received but the response has been incredibly rewarding. Your tips are so helpful, I’m grateful for you 🙂
Love this testimony. It’s okay to be a bit apprehensive. It sounds though, you did just fine…Professional yet personal. Thank you Jessica.