Is Price Really the Problem — Or Is Your Guest Experience Unremarkable?

By Kym Krey

As salon business owners, especially in challenging economic times, we’ve all wrestled with the nerve-wracking decision to raise our prices. The fear is real — What if my clients leave? What if they say it’s too expensive and go elsewhere? What if my income suffers because of it?

But what if the problem isn’t actually the price? What if the real issue is that the experience we’re offering isn’t remarkable enough to command the price we’re asking for?

For most clients, price is a question of valuewhat do I get for that price?

So, from our client’s perspective, the question we need to clearly answer for our guests is “Why should I dive past dozens of other salons to get to you? And why should I drive past cheaper salons to get to you?

When we’ve spent our entire career perfecting our hands-on technical skills, we revert to thinking that the answer to that is because we do a better haircut or balayage, but when you speak to clients in the quality market segment, this is rarely their response.

They aren’t wowed by great skills- they expect great skills as a given and their perception is that there are many salons that offer great hair…. So why you?

And if we don’t have a clear answer to that, of course they’ll compare us on price, because it’s become a transaction not an experience.

The key to confidently raising your prices (to not only support your profit and future growth, but also the higher wages your staff are asking for) is to craft a guest experience that is unmatched by any other salon and clearly positions you as the only place to go.

You must walk in your client’s shoes, understanding how she feels and what she experiences when she walks into a new salon and trusts a complete stranger with scissors (having also had multiple poor experiences in the past) and from this place of understanding, craft your step-by-step, moment-by-moment Client Journey blueprint that leaves them thinking; “Well, that wasn’t cheap but WOW! It was worth every cent”

You see, when you promote your business whether on socials or your website, you are making prospective clients a promise: “If you trust us, you will receive only THIS level of experience and care” If your clients trust you and make that appointment, you have a duty of care to deliver on that promise and ensure that they receive exactly that experience, no matter which stylist looks after them, every time.

But how can you ensure that? Through expectations and accountability.

Your clear expectation of your staff is your documented Client Journey process that you have trained and immersed your team in until they know it inside out. Your accountability is your continual tracking and measuring of that client experience to ensure that you promise is being kept and your clients are being wowed.

Using familiar KPIs, you can monitor how thoroughly each team member is delivering your promised guest experience:

• Av $ per Client: The ultimate measure of client response. It measures that Stylists’ ability to inspire their client with new tailored ideas and expand the conversation well beyond “What are we doing today? Or Same as last time, Margeret?

• Retail: Measures Stylist’s ability to identify and understand challenges the client struggles with around their hair or things that can be improved, and then use their knowledge and training to share ideal solutions to ensure that those clients don’t go home with the same problems they came to you with (just minus the regrowth!)

• Rebooking: Measures their ability to turn one-off transactions (first appointment) into exciting, long-term profitable relationships by wowing and retaining those clients through many years of fabulous hair adventures.

• Retention: The gauge of client satisfaction. This is a great indicator of why you’re the busiest person in the salon when your staff have gaps, and why your clients will wait 2 weeks to see you, rather than get in with another Stylist tomorrow. It shows that how you look after them is very different to how your staff look after them- usually because you just assume that they should know what to do (because it’s just common sense) but you have not captured it, documented it, trained it and continually required it of your staff. Until you do, they’ll just keep ‘doing hair’. That’s a transaction and that’s very easily compared on price.

When clients resist a price correction, it often isn’t because they don’t have the money. It’s because they don’t perceive the value they receive to match the new price. In today’s marketplace, customers aren’t just buying a service — they’re buying an experience; and they’re constantly comparing that experience to what they can get elsewhere.

2. Attention to Detail

It’s never about being the cheapest (no one wants to be the cheapest salon around given what you would need to leave out of your experience to do it). What matters is being absolutely worth it. The brands and businesses that thrive aren’t the ones that cost the least — they’re the ones that leave customers feeling like they got far more than what they paid for.

If your prices increase, your experience needs to increase with them. That means being intentional about every touchpoint, every interaction, every detail that shapes how your guest feels when they do business with you.

Why Experience Beats Price

Your clients don’t just want a haircut, a colour, or a blowdry; they want to feel something — confident, relaxed, attractive, understood, important, uplifted. The better you deliver that feeling, the less your price becomes the focus.

What Makes an Experience “Remarkable”?

A remarkable experience isn’t about a fabulous scalp massage or a great latte. It’s about thoughtful, consistent, and emotionally intelligent details that turn the ordinary into something worth talking about.

1. Personalization

The belief that consultation is about finding out what the client wants done will keep you locked in low-level transaction mode. ‘You tell me what you want, and I’ll just do it. Don’t expect ME to be creative or inspirational… I’m busy!’ The belief that consultation is a cocreation where you also bring your thoughts, ideas and prescription to help her achieve a result far beyond anything she’d have known to request because, remember, she wants a highlevel professional not a cheap hairdresser and looks to you for leadership and guidance on her appearance.

The little things matter more than you think. If you discussed how she wears her fringe last time, but didn’t write it down so you ask again this time, she’ll be quickly annoyed. If you recommend one product this time but a different product next time without explaining why, you’ll lose her trust. Is your space clean, inviting, and thoughtfully presented? Are you running on time and respecting her schedule or keeping her waiting for 20 minutes every time?

3. Surprise and Delight

Adding unexpected moments of delight can turn an ordinary visit into a memorable one. Yes, this might include a little treat, a small complimentary upgrade, or their favourite sweet treat, but it could also be “Steph, I was excited to see that you were coming in today. I have a few ideas ready for you if you’re up for a bit of a play!”. That preparation will beat “What are we doing today, Steph?” every time

4. Consistency

No matter who does my shampoo or colour removal or finishes my blowdry, the experience should be excellent. Staff must slip seamlessly into your Client Journey process, delivering every element of that step like an absolute pro. Clients often complain that their scalp massage (their high point) just wasn’t the same when their senior no longer did it as a new apprentice had started, or they don’t want ‘the new girl’ doing their colour because they leave colour stain on my hairline”

Guests must know what to expect when they choose you — and that expectation should be excellent. An inconsistent experience is confusing, annoying and undermines trust.

When you‘re getting the experience right:

• The right clients will stay. Not every client is your client forever — and that’s okay. We’re all ‘D’ clients (price focused) to some other business if it’s something we don’t prioritise. Focus on attracting and keeping quality clients who do value your care, expertise and wow experiences.

• Experience justifies investment. When people feel amazing during and after a visit to your business, they’re not just paying for a service — they’re investing in how you make them feel.

Price resistance is rarely about the number. If your experience is bland, forgettable, or transactional, any price increase will feel unjustified. But if your experience is outstanding, impressive, thoughtful, and remarkable, clients will happily pay a premium for clearly a premium experience.

In a world where people are craving meaningful, human experiences more than ever, we have a powerful advantage. Who else can literally transform a client’s self-esteem in a few hours? When we master our high-level experience- we don’t have to compete on price — we compete on connection.

So if you’re hesitating about raising your prices, ask yourself: Is price really the problem? Or is my guest experience unremarkable? Because when your guests leave saying “Wow, that was worth every cent,” the price becomes irrelevant.

Kym Krey is one of the industry’s most trusted voices, being an exceptional specialist business coach and leadership mentor. She’s been where you are and has the runs on the board to help you get real results. If you’re ready to turn your business around, become a better leader, take that next big leap, or scale to a million-dollar turnover and beyond, get in touch: kym@kymkrey.com.au; @kymkrey or www.kymkrey.com.au