In this episode of The Modern Hairstylist Podcast, host Hunter Donia breaks down a question that comes up fast when bookings feel inconsistent: is lowering prices actually a smart move, or is it a distraction from what really needs attention? Using a real coaching call as the backdrop, Hunter walks through why price is often the first thing we blame, but why a price drop can backfire if you have not fully exhausted your marketing fundamentals and perceived value first.You will hear exactly when a price...
In this episode of The Modern Hairstylist Podcast, host Hunter Donia breaks down a question that comes up fast when bookings feel inconsistent: is lowering prices actually a smart move, or is it a distraction from what really needs attention? Using a real coaching call as the backdrop, Hunter walks through why price is often the first thing we blame, but why a price drop can backfire if you have not fully exhausted your marketing fundamentals and perceived value first.
You will hear exactly when a price reduction might be worth considering, what needs to be true for it to work, and how to test changes without creating chaos for your current clients. Hunter also shares why tiny price drops rarely move the needle, how discounting can attract the wrong kind of clientele, and the mindset shift that helps you stop panicking over schedule gaps and start looking at your bottom line.
Key Takeaways:
💡 Lowering prices is a last resort, not a first move
Before you touch your numbers, you need to be honest about whether you are actually showing up consistently and using a strategy that matches the clients you want to attract. If you lower prices without changing anything else, you often just make less money with the same level of demand.
📣 Perceived value beats price objections
Clients compare price, but they stay for clarity, trust, and the feeling that you are the obvious expert. This comes from strong fundamentals like consistent marketing, clear positioning, and messaging that makes your ideal client feel understood.
📉 A small discount rarely creates a big result
Dropping a service by a small amount usually does not create the volume you would need to justify it. And if more clients do not come in as a direct result of the new price, you are simply reducing income with no upside.
🧪 If you test a price change, test it intentionally
Instead of permanently changing your menu and confusing existing clients, consider a structured test like a new client offer or a limited promotion, then measure results over a real window of time. If nothing changes after a few months, price was not the problem.
🧠 Stop letting schedule gaps trigger you
If you are charging more per appointment, you may see more space on the calendar even while earning more overall. The goal is not always a packed schedule. The goal is profitability, stability, and a business that gives you room to breathe.
Why You Should Listen:
If you have been tempted to lower your prices because inquiries feel slow or your calendar has gaps, this episode will help you make a decision without panic. You will leave with a clear framework to determine whether price is truly the issue, what to fix first, and how to protect your business long term instead of chasing a quick fix.
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