Thriving Stylist Podcast - Episode #356 Summary: "TikTok Study: A Client’s Take on Prices, Search and Services"

Host: Britt Seva
Release Date: October 7, 2024

Introduction

In Episode #356 of the Thriving Stylist Podcast, host Britt Seva delves into a critical analysis of how social media platforms, particularly TikTok and Instagram Reels, are influencing perceptions of the beauty industry. The episode centers around a series of TikToks by influencer Clara Berghaus, who shares her experiences and frustrations as a client navigating hairstyling services. Britt uses Clara’s insights to highlight broader industry challenges and offers strategic advice for stylists and salon owners to thrive in this evolving landscape.

Overview of the Discussion

Britt begins by addressing the increasing scrutiny hairstylists face on social media platforms. While she acknowledges that many viral posts critiquing the industry are unjustified, she emphasizes that some valid criticisms reflect genuine client pain points. This episode aims to dissect these issues to foster better client relationships and business practices.

Key Points and Insights

1. The Rise of Negative Social Media Content

• Britt's Observation:

  • There has been a surge in TikTok and Instagram Reels videos that criticize hairstylists, with a particular focus on negative experiences (00:02).
  • While some of these critiques are unjustified, others highlight real issues within the industry.

• Notable Quote:

  "Defense, defense, defense. Well, if you've ever gone through any level of business coaching or training or even therapy as a human being, you'll know that going on the defense very rarely leads to a solution." – Britt Seva, 03:30

2. Analysis of Clara Berghaus’s TikToks

• Series Overview:

  • Clara released three TikToks between September 6 and September 12, 2024, discussing her challenges in finding affordable and satisfactory hairstyling services in Ottawa.
  • Britt commends Clara’s approach to sharing her experiences, which resonated with both clients and stylists.

• Key Takeaways from Clara’s Videos:

  • Pricing Concerns:

    • Clara expresses frustration over the skyrocketing prices of hairstyling services, noting a jump from $180 in 2016-2017 to $450-$600 in 2024.
    • She highlights the confusion and perceived lack of value in the current pricing structures.

  • Search Behavior:

    • Unlike traditional beliefs, Clara starts her search on Google rather than Instagram, revealing a shift in how clients seek hairstylists.

  • Booking Process:

    • She finds many salon booking systems confusing and lacks clarity, leading to increased frustration and potential loss of clients.

• Notable Quote:

  "I'm not even at the point where they're looking at your beautiful, refined grid because you've sticker shocked them on your website." – Britt Seva, 25:00

3. Impact of Pricing Strategies

• Hourly vs. Service-Based Pricing:

  • Clara criticizes salons that charge by the hour, especially those labeling stylists as "junior," which implies higher costs without corresponding value (10:15).
  • Britt suggests that such terminology can alienate clients and recommends rebranding stylist levels internally without public-facing titles.

• A La Carte Pricing Issues:

  • Charging separately for services like wash and blow-dry or toner leads to clients feeling "nickel and dimed."
  • Britt advises bundling essential services into package prices to enhance perceived value and reduce client frustration.

• Economic Considerations:

  • Comparing the increase in hairstyling costs to other economic indicators (e.g., gas prices up 50%, housing costs doubled) underscores the significant sticker shock clients experience (18:45).
  • Britt emphasizes the importance of adjusting pricing strategies proactively rather than reacting after prolonged periods without increases.

• Notable Quote:

  "Price is what you pay, value is what you get." – Britt Seva, 22:30

4. Client Communication and Service Customization

• Understanding Client Needs:

  • Clara’s ability to find a stylist who met her budget while delivering satisfactory results highlights the importance of effective communication and flexibility in service offerings.

• Terminology Awareness:

  • The term “dusting” versus “trim” demonstrates the need for stylists to recognize and adapt to client language, ensuring clarity and meeting client expectations.

• Enhancing Booking Systems:

  • Simplifying the booking process and providing clear instructions can significantly improve client satisfaction and retention (20:50).

• Notable Quote:

  "Clara was told over and over and over that her hair couldn't be done for less than $400. But she found a stylist who was able to communicate with her what could be done within her price point." – Britt Seva, 29:30

5. Long-term Business Strategies for Stylists

• Building a Loyal Clientele:

  • Instead of being defensive, stylists should focus on listening to client feedback and adjusting their services to align with client expectations and economic realities.

• Increasing Client Demand:

  • Britt warns against relying solely on high-maintenance services, suggesting that increasing client demand through excellent service and value provision is crucial for sustainability.

• Adapting to Market Shifts:

  • As the market shifts back to being client-centric, stylists must prioritize client needs and experiences over rigid business structures.

• Notable Quote:

  "Do you want to just stay egotistical, guarded and gated, or do you want to build a beautiful clientele over this period of time where some stylists are deeply going to struggle?" – Britt Seva, 32:15

Conclusions and Actionable Strategies

Britt Seva concludes the episode by urging stylists and salon owners to reassess their business practices in light of client feedback and economic changes. Key actions include:

1. Rebranding Stylist Titles: Remove public-facing titles like "junior stylist" to avoid negative client perceptions.
2. Bundling Services: Incorporate essential services into package deals to enhance value and simplify pricing structures.
3. Simplifying Booking Processes: Ensure that online booking systems are user-friendly and transparent to prevent client frustration.
4. Listening Over Defending: Approach client criticisms with an open mind, seeking to understand and address genuine concerns rather than immediately defending business practices.
5. Enhancing Customer Service: Focus on delivering exceptional client experiences to build loyalty and encourage repeat business.

Final Thoughts

Episode #356 of the Thriving Stylist Podcast provides valuable insights into the current challenges faced by hairstylists in a digital age where client expectations are rapidly evolving. By analyzing Clara Berghaus’s TikTok series, Britt Seva highlights the importance of adapting business strategies to meet client needs, emphasizing the critical balance between pricing, value, and exceptional service. Stylists are encouraged to embrace these lessons to not only survive but thrive in the competitive beauty industry.

Connect with Clara Berghaus on TikTok: @claraberghaus

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This summary encapsulates the key discussions and actionable insights from Episode #356, providing a comprehensive overview for those who haven't listened to the episode.