Setting (and raising) rates is something that tends to be stressful for henna artists of all skill sets - seasoned and beginners. The trouble with setting rates is that many times small business owners leave money at the table unknowingly. Whenever you're considering raising your rates, it's paramount that you take inventory of what exactly it is that your clients are willing to pay for. Keep in mind that henna is a commodity that can be found in most communities. Even the artists who serve rural areas run the risk of a "new" artist popping on the scene thanks to the easy availability of henna paste through online shops.

In general, however, there are five key considerations that you should review when setting your rates. These five considerations are motivators that cause people to make purchases on an every day basis - be that with a henna artist, at the grocery store, at the airport, or elsewhere. These five considerations include:

• Quality

• Convenience

• Exclusivity

• Experience

• Consistency

Today, we're going to break down how each of these considerations affect henna artists specifically, with the understanding that each one represents a particular value system that your client may hold making them more willing to open their pocketbooks for your services. 

Quality

One of the professional responsibilities of the henna artist is to educate the public about the use of natural henna and henna safety in general. An informed client will value the time and expertise required to prepare fresh, natural henna on a consistent basis. Quality-motivated consumers are looking for the expert. They want to know that the service that they are receiving and that the product used to render that service is top of the line and will yield the results they desire without question. These clients are looking for the best of the best, and they determine who earns this title by reviewing the quality provided. The quality-motivated client will not only take interest in the fact that you use fresh, natural henna; they will also very much appreciate when you take it a step further, perhaps by delving into the details of the benefits of your ingredients or by crafting unique custom blends. By showcasing the quality of the product that you use, you will inspire this client to ascribe more value to your business. With this ascription, this client is both willing and happy to pay more for the service you provide.

Convenience

Think about the last time that you purchased a product or service that you could have easily found elsewhere for cheaper. Typically, the reason why we choose to purchase an item at a higher price point - all other things unconsidered - is because that product or service is made readily available to us and the convenience is enough to make us bite. As a henna professional, you need to be as convenient as possible for your clients. By placing your client's convenience at the forefront of your mind, you'll be able to easily attract those people in your market who are otherwise put off by the booking process found at other locations. Convenience may be factored in through a number of ways. For example, this may be reflected in the amount of information you provide on your website, whether or not you have a self-scheduler available, how easy it is to contact you, and even what your regular operating hours are. Be sure to consider your client's lifestyle when you create systems within your business so that you can remain as convenient as possible. People will pay for convenience. Don't inconvenience your clients.

Experience

When was the last time that you had an outstanding experience as a customer? What did that feel like? What did it look like? Did you feel more heard or understood as a consumer? Were you taken to the front of the line or were you treated to refreshments as you waited? Perhaps the experience simply met your expectations, but at the end was closed with a simple thank you or nicety that caused your expectation to be exceeded by the time it was all said and done? What about that experience made it special to you? These experiences are what the consumer will often look for in the market. The experience-driven client is always (always) on the look out for the service provider who is able to provide a more dynamic exchange than just a transaction and a pretty henna design. To wow this client, you'll need to consider the location of the appointment, the conversation that is had, any interaction that is had during and after the booking process, and more. Does your appointment feel rushed? Does your client feel like just another name on your schedule, or are you able to make the feel like a valued patron? To enhance your client's experience, you might do something as simple as placing your phone on do not disturb or ordering your client a coffee before they arrive. Second only sometimes to the design itself, it is the experience that your client will likely share with their friends and family. Experience-driven clients tend to be top reviewers, and they are easy to convert into raving fans, bringing you new referrals regularly which means more moolah, both from them and from their community.

Exclusivity

Have you ever considered why people choose to pay top dollar for the luxury car, to purchase the designer bag, to make reservations at an expensive restaurant, or to walk around the same city streets that you do with those famous red-bottomed shoes? What motivates our decision to purchase things that can easily be found at a lower price point? What makes us choose to pay an extra dollar - or many extra dollars - to receive a service that we could find at a fraction of the cost? This, my friends, often comes down to the concept of exclusivity. Exclusivity (or scarcity) is most easily leveraged when you highlight the limited availability of your time or limited access through strategic pricing to the public. The availability of a henna artist is quite literally limited by time and the speed of our work, and this is something that can be leveraged very easily. If you'd like to create an even greater air of exclusivity, you may consider raising your rates to create the implication that fewer people are able to afford or access your services. You may choose to leverage exclusivity as it relates to your time or with your rates, and there are certainly henna artists who leverage both aspects simultaneously with significant success. Exclusivity-seekers are willing to pay more for their products and services because of the perceived status that they hold, and because value-based pricing would indicate that the higher the ticket price, the better the service. Do what feels right in your business, and understand that clients who are influence-driven will be highly motivated by properly leveraged exclusivity.

Consistency

Tell me if this sounds familiar at all: You're looking for an outfit for a special occasion, but you're a bit rushed for time. You decide to order an outfit from one of your favorite clothing stores online. You find the perfect thing, select your standard size, and wait for it to arrive. Once you receive it, you realize that the sizing for the garment is off, and you're not able to count on it as a viable piece to wear after all. It's back to the drawing board and now you need to make time to exchange or return what you've ordered. How do you now feel about this purchase? How do you now feel about this brand? Do you now trust that the clothing they advertise if true to size consistently? This same experience may easily be had with a henna client. If, for example, your henna stains beautifully one week but is near invisible the next, or if your designs are crisp and clean in some photos but sloppy and directionless in others, you will cause your clients to feel confused and unsure of what to expect from you. Inconsistencies like these will cause your clients to lose trust, and trust is the cornerstone of long term business relationships. Understand that consumers are willing to pay more - sometimes a significantly greater amount more - for the peace of mind that consistency provides.

Now that we've reviewed the five considerations that most frequently motivate consumers to not only buy, but to also pay more than the low end of the spectrum might require, I want to encourage you to take the time to look at your own business. Evaluate your branding and marketing strategy to see how you are leveraging each of these considerations. Review to see if you are regularly communicating one or more of these considerations to your clients, and if they feel authentic to your brand. I recommend that you identify three of these considerations, and lean in to them heavily in your branding strategy.

I'd love to hear from you! Which value consideration do you utilize regularly? Which do you wish to use more frequently in your business?

xo, Chelsea

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P.P.S. Did you know that you can access The Vault - a collection of trainings, workshops, and other workshops designed to help you build your henna business - when you join Hennapreneur Pro, a subscription membership for henna professionals. You can learn more about it here!