Price Sensitivity & Salon Trust: Keeping Client Loyalty Strong in a Shifting Economy

Guest Writer and Vish Ambassador, Nina Tulio

We’re thrilled to welcome Nina Tulio as our guest author for this month’s Vish Blog feature: “Price Sensitivity & Salon Trust: Keeping Client Loyalty Strong in a Shifting Economy.” As one of the most trusted voices in salon business education, Nina brings a wealth of experience and heartfelt insight into how owners and stylists can maintain strong client relationships, especially when the economy is in flux. Her compassionate, no-nonsense approach to leadership and profitability has inspired countless professionals to find balance between business growth and personal fulfillment.

The Shifting Salon Economy

Let’s be honest, raising prices in today’s economy feels heavy. Clients are watching every dollar, stylists feel torn between loyalty and survival, and owners are trying to protect profit without losing trust. But avoiding the conversation doesn’t protect your business; it quietly hurts it.

If your costs have increased, your demand is high, and it’s been over 12-18 months since your last increase, your pricing must evolve accordingly. The difference between guilt and confidence comes down to one thing: how you do it.

1. Lead with transparency.
2. Use data, not emotion.

And remember, integrity builds the kind of trust no discount ever could.

Why Price Sensitivity Feels Different Right Now

Harvard Business Review notes that during challenging economic seasons, trust becomes more valuable than price itself. Clients aren’t necessarily leaving because of cost; they’re leaving because they don’t feel seen, informed, or valued.

So while price sensitivity is real, it’s not about lowering prices; it’s about raising communication. Clients want to understand why prices change and what that means for their experience. That’s where honesty and data come together.

Use Data, Not Emotion, When Increasing Prices

This is where tools like Vish change everything.

Vish tracks your real-time product usage, waste, and product cost per service — giving you hard numbers that show where your money’s actually going. The average salon is operating on a razor-thin 5% profit margin. So, what’s holding salons back when it comes to looking at the data?

Vish data found:

• Over 40% of color is wasted down the drain.
• Without color management, roughly 20% of services walk out the door uncharged.
• Inefficient sales are operating at $12 per application; the average Vish salon sees $7 per application, and top Vish salons are down to $4 per application.

That gap between what you think you’re spending and charging for and what you’re actually spending and charging for is your silent profit leak. But here’s the bigger win — Vish gives owners the information to lead with confidence.

You stop guessing and start guiding your team with clarity. When your numbers tell the story, you lead from facts, not fear — and that builds the kind of trust that keeps both your team and your clients loyal.

You’re not raising prices to earn more, you’re raising them to experience sustainable business growth.

Maintain Loyalty During Inflation

Loyalty has never been about price — it’s built on trust, honesty, and emotional connection. In uncertain times, your clients aren’t just watching what you charge; they’re watching how you lead.

When they see calm instead of panic, clarity instead of confusion, and consistency instead of chaos — they stay. That sense of security, especially when everything else feels unstable, is what keeps clients coming back.

Here’s how to strengthen loyalty when things feel uncertain:

• Lead with empathy: clients feel your energy before they hear your words. Show compassion, confidence, and stability — not fear.
• Stay consistent: keep delivering the same experience that built their trust in the first place. Consistency creates comfort.
• Communicate with confidence: be honest, clear, and human. Clients don’t expect perfection — they expect transparency. Talking price in consultation is a must in 2025 and beyond.
  
• Show appreciation often: gratitude builds belonging. A simple “thank you for trusting me” goes a long way.

Create flexibility — not discounts: design an option menu or express menu that gives clients control without cutting into your profit. “Express services have increased 26% over last year.”

Trust As a Currency

Offer shorter, results-driven services that fit tighter budgets and schedules — while still maintaining your target service revenue. This approach keeps services accessible, maintains loyalty, and protects your margins.

Leading with empathy, clarity, and data shows your clients that your decisions are intentional, not reactionary. When they trust your leadership, they’ll trust your prices, your process, and your purpose. You’re protecting your business, your team, and the experience your clients love.

So the next time inflation hits and fear creeps in, remember:

Integrity + transparency = trust.

And aside from time, trust is the most valuable currency your salon will ever have.

Lead With Integrity. Grow With Vish.

Just like your pricing strategy, every business decision should be driven by data, trust, and long-term vision, and that includes how you invest in your tech. That’s why Vish is making it easier than ever to start with their biggest deal of the year. No upfront cost, just savings, setup, and success from day one.

Receive FREE scales, stands, and setup (up to $1,000 USD in savings)!

Onboard in January and start 2026 more profitable and stress-free.This isn’t just a deal. It’s the smartest pricing and profit play you’ll make for your salon.

Claim your deal and book your demo today. Offer ends November 30, 2025.