The ART + SCIENCE of Pricing. Why Most Barbers Get It Wrong

By Un-Limited Barber Coaching

Pricing isn’t just a number - it’s a belief system. After travelling the world in 2024 during ‘The Un-Limited World Tour’, speaking on stages, running workshops, and meeting thousands of barberswe’ve seen the same thing play out over and over again: barbers undervaluing themselves. And it’s not because they lack skill - it’s because they lack pricing strategy and the belief system that backs it up.

Raising your prices isn’t just about charging more. It’s about understanding the ART and the SCIENCE behind pricing - and using both to create a business that actually supports your life, not just drains it.

There’s Two Sides of Pricing: The Art + The Science

Most barbers price their services based on “what feels right”. That’s the ART, the EMOTION. But pricing also needs logic, numbers, and a demand-driven strategy. That’s the science. When you blend the two, pricing becomes less about fear and more about facts.

The ART of Pricing = Your belief system, confidence, storytelling, and perceived value.

The SCIENCE of Pricing: Market demand, business costs, supply and demand, and strategic positioning.

Let’s dive deeper into both.

The Art of Pricing: Your Mindset = Your Money. Most barbers have a bad relationship with money - and don’t even realise it. If you’ve ever thought: “If I raise my prices, I’ll lose clients.” “I don’t think I’m worth that much.” “No one in my area charges that, so I can’t either.” …you’re operating from a scarcity mindset. And that will keep you undercharging and overworking forever. The truth? Pricing is about confidence. Your clients won’t believe your worth until YOU do. If you don’t feel valuable, neither will they.

For example, there’s a famous barber in Melbourne called HH who charges $250 per haircut - from his mother’s spare room. When we spoke to him, he told us he has 150+ new client requests per month. Why? Because he tells his story better than most and positions himself as high value. This is the power of perception.

If Nando’s can charge more for a meal in the UK than some of the world’s best barbers charge for a haircut, we have a serious problem.

The Science of Pricing: The Numbers Don’t Lie

The biggest pricing mistake barbers make? They guess. They pick a number that “feels right” instead of looking at the data which is:

• Supply & Demand – If you’re booked solid, you’re too cheap.

• Profit Margins – If you aren’t profiting after expenses, you’re running a hobby, not a business.

• Market Positioning – Do you want to be the cheapest, the best, or the most convenient? You can’t be all three. If you’re fully booked, raising prices isn’t an option - it’s a necessity. The logic is simple: demand dictates price. When demand is high, increase price and filter for better quality clients. There’s no amount of emotion that changes the numbers. If your business isn’t profitable, the numbers don’t lie.

How to Raise Your Prices Without Losing Clients

Most barbers do it wrong. They wake up one day and slap an extra $10-$20 on their service… then wonder why their clients push back and don’t come back.

We asked ourselves one day: what if there was a better way? “The Price Increase Run-In” is a strategy we use in The Un-Limited Barber Mentorship™. Instead of surprising clients with a price jump, we prepare them.

Here’s how you can do it:

1. Announce it in advance (4-6 weeks before - minimum).

2. Explain why (inflation, demand, better service experience).

3. Market aggressively to attract new clients at your new price point. 4. Set expectations - the old price is gone, and this is the new standard. Clients don’t like surprises. But when you control the narrative, they accept it.

The REAL Cost of Not Raising Your Prices

Let’s do some quick math. If you currently make $50K per year and want to make $100K, the cost of taking no action is $50K per year. Every year you don’t adjust your prices; you’re leaving thousands on the table.

If your prices haven’t increased by a minimum of 10% in the last 12 months, you’re already making less than last year because of inflation.

What’s Next?

Watch the full breakdown of this topic from our ‘Un-Limited World Tour’ in Amsterdam where we teach barbers how to price their services for profit, demand, and sustainability. (QR Code below) Your business should support your life - not the other way around. Let’s make that happen.

@unlimitedbarbercoaching