The price you're afraid to charge
A salon owner told me she has not raised her color price in four years. When I asked why, she said the sentence I hear every week: "I'm afraid I'll lose them." Then we pulled her client list.
Hi Friend,
Quick one this week.
I have been sitting with something a salon owner told me last month. She had not raised her color price in four years. When I asked her why, she said the sentence I hear every single week:
"I'm afraid I'll lose them."
So we pulled her client list. 287 active clients. 168 of them had been with her more than two years.
I want you to sit with that ratio. 60% of her active book was clients with two-plus years of history.
Here is what I have been turning over since:
Those 168 clients are not buying her color service. They are buying the habit of her. The Tuesday morning. The shop smell. The fact that she remembers their daughter's name. None of that lives in the price.
When she avoids raising prices, she is not protecting them. She is undercharging the relationship she already built.
Her fear is misnamed. It is not about losing clients. It is about whether she believes the work is worth what she is about to charge.
That is the real decision.
Next week I am going to walk you through the other side of this list. The clients who stopped coming back. Who you misplaced rather than lost. With the exact ten minute exercise that brings them back.
Until then. Sit with the ratio.
If this resonates, forward it to one operator who needs to read it. The web version lives here.
Talk soon,
Anne-Cécile
P.S. If you want me to run the math on your specific list (the ratio, plus what an 8% raise would do to your monthly revenue), the Business Checkup is built for exactly this. Or hit reply with your ratio when you find it. I want to see the spread across the list.
