In the beauty industry, success and growth can only be achieved by considering a whole lot of factors. One of them is the pricing of your services. Whether you work solo or as part of a team in a salon or spa. Your career shouldn’t be about breaking your back while trying to make ends meet. Nor about making tons of money at the cost of your health and peace of mind.
It should be more about managing your time well and working for the joy of yourself and others. Keep on reading for a few tips that might help you create a balanced, yet rewarding pricing strategy.
A Few Key Factors For Making More Money As An Esthetician
Pricing is one of the most important details in the service industry. Setting up a flawed structure might result in working very hard, and earning disproportionately little. That’s why some factors that greatly determine the cost and value of your services need to be carefully taken into consideration.
- Avoid Copying
- Whatever pricing your competitors set, it might not be right for your business. That’s why we advise you to avoid copying the prices of other professionals and salons. Naturally, you need to be aware and make your research about competing prices, but don’t rely your choices completely on them.
- Well, this one’s simple. If you are at the very beginning of your career, you can’t charge as much as more experienced professionals. As time passes and you gain more and more loyal customers, you can start gradually raising prices. Because by then, your clients won’t leave you because of a few extra bucks.
- Client Base
- Experience and client base are in close connection with each other. Generally, the more experience you have, the more clients will come to you. A growing client base shows that you made a demand for your work and matured into a sought-after professional, so you can confidently adjust your prices to that renown.
- Cover All Costs
- Being a newbie to the beauty industry doesn’t mean that you have to undercharge out of fear that you’ll remain without customers. The price of your services should cover the costs associated to them at all times. Including your own salary – your time is just as valuable as anyone else’s, so don’t make the mistake of cutting your own share in order to please some tight-fisted customers.
- The Lowest Price isn’t Always the Best
- A low price may indicate a low-quality service and it also may be difficult to raise prices once your clients have gotten used to your low costs. Low price isn’t the most important aspect for clients. They are more interested in quality work, excellent qualifications, helpful customer service and interacting with friendly and dedicated professionals. Most of them don’t mind paying more to get these.
For many beauty businesses, pricing services on an hourly rate the best option when you render services at a wedding with a large party. This method ensures that you earn a rate of return on the actual time and labor you put in servicing each customer. Hourly rates are the best option when you are pricing your consulting services.
Your rate is determined by the amount of expertise you have. A great way to showcase your work is a stunning portfolio website. It is recommended that travel time to the location (if applicable) should be an extra charge.
Flat rate fee.
This is a common practice in many salons across the world. The basic services are offered at the same price. For example, a nail salon will charge the same for every basic manicure. Of course, the client can choose extras, but the base price remains the same.
This is also a popular beauty service pricing model. In many hair salons, the price of the service depends on the length of the hair — especially dying services. This is because of the amount of hair dye they have to use and the time it takes to do an amazing job.
When and how to raise prices:
- When your competitors are raising prices. If your competition with the same skills and experience is now charging more, that is a sign that the market can afford a price increase for your services.
- If your customers say you’re a bargain. If your customers says what a great value your services are, this means they are willing to pay more for your services, but you are not asking.
- Don’t raise prices too much all at once. Raise prices in small increments, this way peoplw can adjust easier. Do it in two or three price increases over the course of a year.
- Don’t raise the price of every service at once. Customers may not notice price differences if they are only applied to some services and all of them.
For sure you owe it to yourself ( and to your business!) to be determined in your pricing strategy.
To help you get started hete is a great pricing calcuator you can use!
Market Price VS Premium Price
It’s best if your pricing approach includes a combination of cost-based pricing, market-based pricing and value-based pricing. In other words, when setting your prices, you have to be aware of your internal costs, the volume of profit you’d like to make, your competition and how they are pricing the same services that you offer, and, most of all, the value that is perceived by your clients.
Experience shows that following a single pricing approach isn’t the right way to serve the purpose of a balanced financial strategy. Analyse your goals and opportunities carefully, then get creative to fulfill them, integrating all three approaches mentioned above.
You can decide whether you’d like to stay on the level of market prices (never under!) or try to develop your business to a level where you can charge premium prices.
Charging market prices isn’t a bad thing, it can provide you with great living standards and a lot of fulfilment in your profession. To be able to charge premium prices, on the other hand, requires absolutely amazing services that exceed your clients’ expectations.
The ones willing to pay high prices also want to have a connection with their beauty professional, they want a great salon culture and atmosphere and ultimately, they want to feel special, young, more confident and relaxed when taking your services.
Offering discounts is a very good and widely applied strategy for specialists who are at the beginning of their career: it can help them gain experience by attracting clientele and it’s also a great way to encourage repeat sales. However, as you mature into the profession, you might want to use discounts carefully.
Although they can keep stimulating demand for your services later on, and boost business in less busy times, you don’t want to give the impression that you’re desperate and having difficulties, because that is when potential visitors can draw conclusions too far-reaching and give your salon a miss.
Since pricing affects every beauty professional’s life directly, drawing up a financial plan for each year in advance is highly recommended. It isn’t easy at all: building a profitable career requires skills, research, observation and a lot of patience, but if you apply these few tips you found here, you’ll do just fine. Best of luck!