As I was writing an article about the 2009 outlook for spa services, the word I kept hearing was
value. Dallas-area salon/spa
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owner Daired Ogle told me that these days clients are thinking, “What did I get for $100?” He said his guests don’t mind paying the money, but “the value had better be worth it.” This is just as applicable to
hair services. Does your client walk out with the same style as the person before her, or was her
hair cut truly crafted to suit her taste, hair texture, age, career and home-maintenance routine? Do you clue her in when her look starts to get out-of-date?
In this unpredictable economy, I know it’s not easy to plan or even think about raising prices. Still, hair cuts are a staple; clients may stretch out appointments, but things aren’t so bad that they won’t get their hair cut. They just want to really love their style, and if you threw in a neck-and-shoulder massage with that hair cut, few clients would complain.
Something as simple as fashioning the fringe to hide a forehead imperfection or remembering how much that stubborn cowlick annoys her will give the client value for her investment and let her know that, to apply the word a little differently, you
value her business. I think you need a lot of tricks up your sleeve in order to give today’s clients the individualized
hair cut that offers the value they not only desire but demand.
Photo credits: Hair by Gina Khan for Logics. Photography by Kim DeSoto.