David Thurston Discusses Raising Prices on Existing Clients

It’s popular to say that all clients are equal, but I’ll take the unpopular (but honest) stance and say that’s wrong. Some are more high-maintenance, some are more enjoyable to be around, some have referred you more clients, and some are more important to your income because they see you more often or get more services done.

As I wrote in a previous post, “raise your prices as your skill level increases.” But, how do you raise the prices of existing clients?

Here’s one strategy... Divide your clients into 3 lists, like this:


Enjoying this story? Subscribe to the American Salon Newsletter

Get inspirational trends, techniques, tips, education and the latest beauty news delivered right to your inbox! To read on the go, sign up today to get weekly beauty news and updates.

List A: Clients you enjoy being around who are most important to your income.

List B: Clients you enjoy being around who are less important to your income.

List C: Clients you don’t enjoy being around, high-maintenance clients, etc.

Now, raise the prices of clients on List A by a little, clients on List B by a little more, and raise the prices of clients on List C to the point where you’ll either be happy because of the far higher profit, or they leave.

If clients on List C end up leaving, you will have shed some negativity, you’ll be happier, and you’ll now have more time to focus on your clients on List A and B who may want additional services anyway. You’ll also have more open spots on your schedule for new clients to book and more time and energy to find new clients... and these new clients may end up being List A type clients.

This approach may not work for you, but please, every year, ask yourself this question… “Are you a better stylist than last year?“ If the answer is yes, be bold and raise your prices.

- David at Butterfly Loft

About: David Thurston is the founder of Butterfly Loft salon and Ubungalows Luxury Salon Suites, that combined make up a 10,000 square foot salon and spa located in Los Angeles, California.  He is also the founder of Butterfly Circus, a touring education team made up of some of the most recognizable stylists in the world, who collaborate to put on large hair shows.  David is also the co-founder of Butterfly Loft Academy, a hands-on education company that teaches the latest Balayage, color melt, and vivid/pastel coloring techniques. Follow Butterfly Loft on Instagram.