Q&A

When asked by a client, how do I justify my higher prices compared to a discount salon?

Q.

How should I respond when clients ask me why they should pay a higher price for my services rather than go to a discount salon?

A.

The best response is to ask some questions. Ask your clients what they consider to be a discount? What value are they looking for? What do they find valuable about coming to you right now? What do they appreciate about coming to you? What do they think they would lose if they went to a “discount” nail salon? Typically when we get asked this type of question by a client we tend to feel threatened, like we have to defend ourselves and our price points. Typically a client doesn’t have a problem with you or she wouldn’t be there talking to you, so it is best to ask questions to understand why she is asking. Once you find out you can steer her back to the value you provide because she just told you what that value is. It also reinforces clients’ expectations. At the end of the day I also recommend to not be attached to them staying or going. Be committed to how you serve them and look for ways to improve.

— Steve Gomez is the manager of training for Milady (www.milady.cengage.com).

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