Full women’s colour: price is not the problem when the salon explains the value
When a client asks how much a full colour costs, many salons answer with a number too quickly. That is where part of the problem begins.
A full colour can include diagnosis, technique selection, preparation, protection, application, processing, rinsing, treatment, toning, styling and maintenance advice. If all of this is reduced to a price, the client compares numbers instead of services.
Value must come before the price
The client does not see the diagnosis, the processing time, the amount of product or the technical decisions. She sees the result and the total on the receipt.
The salon should therefore explain the service before communicating the price.
What a clear offer should include
- the starting condition of the hair;
- the realistic goal;
- the chosen technique and why it was chosen;
- what is included;
- how the result will be maintained.
Three service levels
A practical structure is to offer essential, complete and premium levels. The difference can include consultation time, customization, treatment and maintenance planning.
The client can then choose the right level instead of choosing only between yes and no.
The MDP Outlook view
Price research is useful only when the services being compared are genuinely comparable. The important question is not who is cheaper. It is why apparently similar services have different prices.
MDP verdict: before reducing the price, make sure the client understands what she is buying. A clear offer protects both trust and margin.
