Salon pricing on your salon website

Should You Put Prices on Your Salon Website?

by David Glendinning · 3 comments

That’s a good question… go and take a look at a few salon beauty websites or hair salon websites. I’ll guarantee that the majority of them have their prices displayed on them.

So if everyone else is doing it, then so should you… right?

IMHO, not exactly. I’m not a fan of putting prices on your website! Let me explain…

The biggest problem I have with it, is that, in the absence of anything else, by displaying your prices you are making price the number one determining factor whether the client will buy from you or not.

Take this example. Two salon owners get up in front of you… the first one say’s that the price for a new fashioned hair style is $79. The second one tells you that it’s $50. Now, which one would you choose? Remember… they say nothing else and you have to make a decision based on what has been presented to you.

On that basis, you’d choose the cheaper one… why would you do anything else! It’s not a trick question and also let’s assume that both salon owners look great so you don’t form an opinion on what they wear or how they look.

And that’s the problem that I see in most salon websites that I look at. Most websites look pretty much the same, give or take a little bit of design difference. Without even thinking, salon owners create their website pretty much the same as every other salon and make their prices the only point of difference between their competition.

Why would you do that when studies show that only a small percentage of buyers base their decisions on price… in fact less than 25%. So why do salon owners create something that only caters for the minority? I truly believe that many salon owners base all their salon marketing on the fact that they need to be price competitive… they know nothing else!

What about the other 75% who don’t use price as their number one determining factor on whether to do business with you or not! Show me a salon that is, or has been, massively successful being the cheapest salon around. Fact is, those salons are the first to go broke!

In fact, the most successful salons have been those salons who are not the cheapest. These are the salons who get their clients coming back more often and have a higher average spend per visit.

However… and here’s the catch… there will be a ton of people who are unlikely to contact you without an indication of price.

So how should you position your salon website to cater for that? Well… listen up because here’s the key ingredient.

Price is only important when there’s nothing else to talk about.

Typically, a salon website will promote your service by including all the features. Your web visitor (prospect) will compare this service to your competition and seeing very little difference will base their buying decision on price alone.

So the fundamental key here is to promote your difference. How? By providing more information as to why your offer is unique or different.

Here’s 4 ways you can do this…

  1. Make them a unique “added value” offer and display it prominantly on your website. How about $247 worth of salon services for only $99. Now, that might make you squirm a little. But the fact is the service you are offering is possibly chock full of undisclosed benefits that you’ve never put a value on. What about the 5 minute scalp massage, the neck massage, the intensive conditioning treatment. Many hair salons do that as standard but never put a value on it. It’s the same for treatments in the beauty salon.
  2. What about giving away a FREE Gift voucher to “bribe” a web visitor to give them your name and email address. That way you can continue to market to them and convert them from prospect to client. How would you like a step by step, salon email marketing plan that will boost your salon profits. Then go and check out Email Marketing For Salons and Spas.
  3. Use testimonials on your website. Many prospects are very skeptical and won’t trust what you say. By showing them video, pictures, stories from satisfied clients you start to build trust in the minds of your prospects.
  4. Have a satisfaction of service guarantee. If your client is not happy with the treatment they just received then refund them the money or provide another service for FREE. Many salons do this anyway, but they don’t publicize it. You should “yell it from the rooftops”. I bet your competition doesn’t do it.

Here’s the main point… the typical salon website displays prices on their website in a manner that makes them compete on price alone. Your goal is to provide as much informations as you can that creates a point of difference. You will be amazed at the results.

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{ 2 comments… read them below or add one }

Jody Bossert February 28, 2009 at 11:49 am

Great article, David. I’m not sure I agree 100%, but I don’t necessarily disagree either. Actually, I think the reason I’m on the fence is because it’s a personal rule of mine to immediately leave any web site that doesn’t list prices…or even worse, posts the hated “Call for Price” statement. In my mind that statement simply tells me that it’s overpriced and therefore they need me to call so they can massage the wording when they break the bad news to me…or in other words “SELL” me on it. I don’t want to be sold. Tell me the specifics and let me make my decision. Now, I’ll be honest, I’m a male and a web developer…so I’m not ENTIRELY the demographic that salon web sites are trying to reach. That demographic may surf the Internet differently than I do. Plus, I am capable of creating a very thorough web site for our salon that sets it apart from others as being a higher value, upscale salon (http://www.ElleMarieHairStudio.com). So I’m not afraid to list our prices…which are actually more than reasonable anyway so it’s sort of a non-issue. (To clarify for those wondering, although I own a salon, it’s family-owned and I simply handle the marketing – not a stylist – that would be my sister. I’m also in the process of launching a marketing company much like David’s, but I’m in the US, so not exactly competing with his.) Keep up the good work, David!

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David Glendinning February 28, 2009 at 11:59 am

Hi Jody,

As I mentioned, “price is only important when there’s nothing else to talk about”. If you can explain your uniqueness and why your client should choose you (benefits) over all your competition then you will have taken away the price issue. Thanks for your comment Jody!

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