Charge Your Worth: What’s wrong with this advice?
“Charge your worth” may seem like good advice on the surface, but dig a little deeper and you can see the problems this mindset can cause.
We spoke to Nina Tulio, business educator and ambassador for @oligopro, who argues that this mindset can set hairdressers up for failure. How? Because our worth is often directly tied to how we perceive ourselves. Meaning, if you don’t find yourself worthy, you will likely undercharge your clients.
Instead, Nina argues that hairdressers should charge their VALUE.
“We are so emotionally driven in this industry, and worth is such an emotionally charged word,” Nina says. “You define your worth worth by how you feel about yourself and your ability. And we’re often our own worst critics.”
Nina explains that she has long taught that pricing should be based on facts, data and the value of the service—not fear and emotion.
How do you determine your value?
So how do you determine your value? In addition to hard, fixed costs such as rent, utilities and product costs, it also includes the soft skills you deliver, such as the client experience, your expertise, and your quality of work. “Thinking about the way you consistently treat your clients and the way you make them feel, rather than thinking about how you feel, especially in the moment, is key to charging your value—and not emotionally discounting,” says Nina.
Nina maintains that today’s clients are looking for an experience that goes beyond the service they booked. So when you think about the value you offer, you need to consider what you’re doing differently than everyone else. She suggests asking yourself: “How am I going to make an impact in the way they feel about themselves when they leave the salon?” This goes beyond offering snacks and drinks, but could include spending extra time during the consultation, explaining the maintenance required to keep their desired look as long as possible, or taking extra time with them to ensure each step of the service is an experience, not just a technique.
“It could be as easy as booking an extra 15 minutes for new haircut clients and 30 minutes for a new hair color client,” Nina explains. “This way they don’t feel like they’re being rushed and pushed out the door.” And this has another added benefit, Nina says: “A strong and long consultation allows you to build trust and relationships, which is honestly what this business is based on.”
How can you increase your value?
Nina says hairdressers can easily increase their value in two ways:
First, by delivering a stellar shampoo experience that is tailored to the client—perhaps they have essential oils to choose from or you select products tailored to their hair type—that includes a five-minute scalp massage and hot towels.
Second, by what happens after the appointment. “We still need to stay in front of the client and check in on them, whether it’s text or email,” Nina says. “Email marketing is a great way to offer promotions and other enticements. This way you stay top of mind and continue to add value even when they’re not in the salon.”
By charging your value, both your fixed costs as well as the ways you go above and beyond for your clients, you will be better equipped to truly earn what you deserve.
To learn how you can receive business coaching from Nina, visit www.ninatulio.com or on Instagram at @ninatulio.