Prosecco Pricing? For Champagne Service?

Are you putting in luxury level effort and delivering champagne service, but pricing like a warm glass of supermarket Prosecco? If so, this episode is for you. We're burning your low pricing mindset blocks to the ground today. Let's talk about becoming the high ticket powerhouse your business needs. Hello, hello, hello, my super salon friends. Phil Jackson here, your queen of salons, coming in your ears again with another dose of Wise Owl Wisdom. And today we're diving into one of the biggest blocks I see in this industry. We're talking about charging premium prices because here we are in the heat of Mindset May, and we're talking about charging like the luxury experience that you are. And I'm not here talking about nudging your prices up a couple of quid. I'm talking about brave moves to own your value and put a luxury level price tag on the phenomenal experience that you deliver. If you think that charging top dollar is a little bit uncomfortable, if charging more makes you sweat a little, good, that means we're hitting a nerve, let's dig in. Because my personal belief is that the middle ground in the salon world is a dangerous place to be. I don't think there's going to be a middle of the road in the salon industry for very much longer. I felt for quite a long time now that there's a polarization that's going on in the salon industry. We either need to be spit and sawdust, no appointment necessary, grab a seat, we'll be with you when we can. Or we need to be top end, delivering amazing transformation, the very best products and a luxury experience and actually putting ourselves in front of customers that value that. And I've always known which end of that scale I want my salon to be. Because the truth is that shopping on price is a miserable, miserable place to be. And the top end means you get the very best of everything for your customers, the best experience, the best products, the best training, and that all costs money. So, where are we going wrong? Why do we stay in this middle ground? Well, I don't know, is the short answer. It's a confidence thing for sure. But I also know that middle ground is a very crowded place and it's also the bit of the market that's going to see people cut back the most if they're feeling the pinch. So, we're not talking about tweaking your pricing structure.

We're talking about transforming your business. This episode is for you if you know your work is elite, but you're still charging like you're in training. If you want to be seen as premium, you've got a price like it and confidence in your pricing is non-negotiable. But salon owners tell themselves things like, No one round here will pay that much. What a classic. No one in my town pays as much as that. Well, darling, maybe it's because no one's got the nerve to try and charge as much as that. I've seen salons in very tiny villages charging £200, £300 for colour services and still have three or four week wait lists. Why? Because they're not for everyone. Remember that niching episode we did back in April? If you remind me, I might even remember to put it in the show notes. You don't need everyone to say yes to your new prices. You just need the right people to say hell yes. Premium clients exist everywhere. The real question is whether you're brave enough to show up for them. Or perhaps you feel that what you offer isn't good enough to charge more. And that's going to sting a little bit, isn't it, darling? Well, let me tell you something. Most of the time, your clients already think you are good enough. That's why they're there. It's you that doesn't believe it. You're probably over-delivering at your current price point, giving away hours of your time, energy, expertise and products, and then charging like it's 2006. It's your confidence that needs to catch up with your talent. And if there are genuinely gaps in your skill set that mean you can't charge more, well, maybe that's something that ought to be on your goals for June, don't you think? Let me guess. Your appointment book is full, but your bank account isn't. How long are you going to let that go on for? Isn't it time that you got paid properly? My Get Paid Properly program isn't just another course. It's your roadmap to boosting your profits, increasing your takings, finally getting rewarded for the hard work that you do. With nine straightforward modules, my foolproof pricing spreadsheet, and I'm even throwing in a one-to-one coaching call to answer any questions that you have about the training or anything else that's getting in the way of your incredible success. Head to getpaidproperly.com forward slash podcast and you can save a hundred pounds on your sign up and get that bonus coaching call with me. The program is backed by my signature 90-day no-quibble guarantee.

Take the training, take the coaching call, and if you don't feel you know enough to confidently set your prices profitably for the future, I will coach you myself until you do. Head to getpaidproperly.com forward slash podcast, lock in that saving, and finally take strides in the direction of getting rewarded for your hard work. But here's the truth. Humans link price to value. We do it with wine, we do it with handbags, and yes, we do it with our hair and beauty treatments too. It's how we're wired. A £50 serum must be better than a £7 one, right? A £200 balayage must be better quality than a £70 one. And no, it's not always true, and it's certainly not fair, but it almost doesn't matter because perception is everything. The truth is, when you price high, people step up into the experience expecting quality. But guess what? They show up on time. They respect your advice. They listen. They're the first to take up sales and retail products. They rebook. They value their visit. Because your pricing is part of your positioning. You can deliver the exact same haircut, but if one is priced at £35 and one's priced at £135, the £135 one feels more exclusive, more professional, and more trustworthy. Low prices attract bargain hunters. High prices attract value seekers. And you get to choose who you want to serve. But you've got to be bloody good. Let's be really clear. You can't just slap a £150 price card on a £50 service and call it a day. If you want to charge premium, you need to be premium. You need to breathe premium. That means consistent, brilliant results. It means non-negotiable standards that do not slip. It means a service experience that feels bespoke and it feels luxurious. It means a client journey. And we've spoken about client journey on the Build Your Salon podcast before. But it's a client journey that makes them feel seen and valued and looked after. This is about delivering on that price promise. Your pricing is setting the tone. Your service has to sing the same song.

So take a good look. Is your environment polished? Are your systems tight? Are your standards consistent? Are your results show-stopping time after time after time? Because premium clients are going to expect premium. They're happy to pay for it, but they're not going to tolerate lazy, messy or inconsistent. Set the standard and then smash it every time. Because the truth is the real risk is in playing small, pricing low. If you think charging less is the safe bet, I've got news for you. It's the riskiest strategy of all. Because low prices keep you on a cycle of overwork. It means you've got to cram your diary to make profit, to make ends meet. It means you're exhausted. It means your client experience suffers. And ironically, you end up losing the very clients that you were trying to keep. Discounting doesn't protect your business. In fact, it just starves it. By undercharging, you're teaching people how to value you. And you're setting the ceiling for your success. It's time to raise that ceiling and choose growth over fear. So here's your challenge for this week. I want you to take your highest value service. I want you to rewrite the description as if it were a bespoke luxury experience. What would need to change? How would you need to describe it? What would you charge for it if you weren't scared? And then tag me, DM me or email it in. Tag me on Instagram at philjacksoncoach or email me phil at buildyoursalon.com. I want to see those upgrades and I will shout about the boldest ones on a future episode. Also reach out if you'd like to be interviewed in a future episode of the Build Your Salon podcast. I'd love to be sharing your story with my salon owner friends. In the meantime, stop selling yourself short, charge premium, deliver premium and watch your salon shift. Just seven short days until I'm coming in your ears again. And until then, take care. Sit down and see what's going on with the queen of salons. Hair, beauty and more successful tips for business owners. All on Build Your Salon.