How to Handle Price Shoppers Without Discounting

"How much for a haircut?"

Five words that make most barbers cringe. You know what usually comes next: price comparison, pushback, or a quick "I'll think about it" before they disappear.

But here's what most barbers get wrong: price shoppers aren't always cheap people. They're often just uncertain people using price as a safety net.

Understanding that changes everything.

Why People Lead With Price

When someone asks about price first, they're usually communicating one of three things:

1. They've been burned before

They walked into a "quick cuts" place expecting €15 and walked out paying €40. Now they need to know upfront. This person isn't cheap—they're cautious.

2. They don't know how to evaluate quality

They can't tell the difference between a €20 cut and a €50 cut just by looking at a shop. Price is the only metric they have. This person needs education, not a discount.

3. They genuinely can't afford premium pricing

Some people have tight budgets. That's reality. These aren't your clients, and that's okay.

The first two groups? Those are potential long-term clients. You just need to shift the conversation.

The Reframe

When someone asks "How much?" your instinct is to answer the question.

Resist that instinct.

Instead, ask a question back: "Great question—what kind of cut are you looking for?"

This does three things:

• Shifts from price to value
• Gives you information to work with
• Shows you're interested in getting it right, not just making money

Now you're having a conversation about their needs, not defending a number.

The Value Sandwich

When you do give a price, wrap it in value. Don't just say "€35."

Try: "Our cuts start at €35. That includes a consultation so I can understand what you're going for, the cut itself—usually about 45 minutes—and I'll show you how to style it at home. If you want to add a beard trim, that's €45 for the full experience."

Same price. Completely different feeling.

The first version sounds like a commodity. The second sounds like a service.

Handle "That's More Than I Expected"

This is where most barbers fold. They either get defensive or start discounting.

Neither works.

Better approach: Acknowledge and explore.

"I hear you—what were you expecting to pay?"

Now you know what you're working with. If they say €15, you know there's a mismatch that probably can't be bridged. If they say €28, you might be closer than you think.

"I get it. We're definitely not the cheapest option in town. What we do differently is [specific differentiator]. For some people that matters a lot; for others, a quick cut works fine. What's most important to you?"

You're not apologizing for your price. You're helping them decide if you're the right fit.

The Expertise Play

Price shoppers often don't understand what they're paying for. Educate them.

"So the difference between a €20 cut and what we do here—I've been cutting for 12 years. I specialize in fades and textured cuts. I'm going to spend the first five minutes understanding your hair, your lifestyle, what you actually want. Most places, you sit down and they start cutting. Here, we make sure we're on the same page first."

You're not bragging. You're explaining why different prices exist.

The Social Proof Redirect

Nothing sells better than other people.

"Most of my clients have been coming to me for years. They could go anywhere—there are cheaper options—but they keep coming back because [specific reason: I know their hair, I remember what works, they leave feeling great every time]."

This tells the price shopper: "Other people who had options chose this. Maybe you should too."

When to Let Them Go

Not everyone is your client. That's okay.

If someone is determined to find the cheapest option, let them. Discounting to win a price shopper creates three problems:

1. They'll expect discounts forever. You've trained them that your stated price isn't real.

2. They'll price shop again next time. Discount-seekers have no loyalty to the place that gave them a discount—they have loyalty to discounts.

3. They devalue your work in their mind. If you dropped the price easily, the original price must have been inflated. Now they trust you less.

The confident response: "I totally get it—we might not be the right fit, and that's cool. If you ever want to try us out, we're here."

No desperation. No discount. Just confidence.

The Exception: Strategic Discounting

There's one time when discounting makes sense: when you're building a relationship, not making a sale.

"Tell you what—I'm going to do your first cut at €25 instead of €35. But I'm doing that because I want you to experience what we do here, and I'm betting you'll see the difference. Fair?"

This is different from caving to a price shopper. You're making an investment in a potential long-term client. You're in control of the offer. And you've set the expectation that full price is the norm.

The Phone Call Framework

Most price shopping happens over the phone or via DM. Here's a framework:

Them: "How much for a haircut?"

You: "Hey! Happy to help. Our cuts range from €35 to €50 depending on what you're looking for. Can I ask what brings you in? New client looking to change things up, or something specific in mind?"

Them: "I'm just looking for a basic cut."

You: "Got it. A basic cut with us is €35. That includes [brief value explanation]. Want me to get you on the books? I have Tuesday at 2pm or Thursday at 4pm open."

Notice what happened: You answered the price question, added value, asked a question to engage them, and moved toward booking. You never apologized or discounted.

In-Person Price Shoppers

If someone walks in and immediately asks about price, same principles apply—but you have an advantage: they can see the shop.

"Our cuts are €35. Take a look around—we keep it pretty relaxed here. The chairs are comfortable, we take our time, and nobody rushes you out. You can also check out some of the cuts on our Instagram if you want to see examples."

The environment sells for you. Let them absorb it.

The Long Game

Here's what most barbers forget: the price shopper who walks away today might come back in six months.

They'll try the cheap place. They'll get a mediocre cut. They'll remember you were confident and didn't beg for their business.

And when they're ready to try something better, they'll remember you.

That only happens if you stay confident, stay professional, and don't discount out of desperation.

The Mindset Shift

Stop thinking of price shoppers as annoying interruptions.

Start thinking of them as people who don't yet understand your value.

Some will never get it. Some will become your best clients once they do.

Your job isn't to convince everyone. It's to clearly communicate what you offer and let the right people self-select.

The ones who choose you despite cheaper options? Those become loyal clients.

The ones who leave for a discount? They were never going to be loyal anyway.

Know your worth. Communicate it clearly. Let the chips fall.