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Cutting Through The NoiseAuthor: Cutting Through The Noise
Join Australian business women, Stephanie Mason, and Hayley Mears as they explore the new business landscape in a post-pandemic world. They will take a deep dive into the disruption and changes across digital marketing, the supply chain, the influence of culture in business and the latest news in tech. https://cuttingthroughthenoisepodcast.au/en-aud Language: en Genres: Business, Careers, Entrepreneurship Contact email: Get it Feed URL: Get it iTunes ID: Get it |
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Episode Thirty Three. S3: Beyond Price: Redefining Value in the Hair Industry with Sonia Thomas
Episode 33
Monday, 20 October, 2025
In this episode, Hayley Mears chats with Sonia Thomas, also known as The Salon Dr, who brings over 37 years of experience in the salon industry. From salon owner to corporate sales leader, Sonia shares the mindset, strategies, and communication skills that help salon professionals elevate their businesses — not through discounts or gimmicks, but through authentic client education, value-driven service, and confidence in their worth.✂️ Highlights from the EpisodeSonia’s Career Journey & Passion for SalesSonia shares her evolution from salon owner to corporate sales professional, where she generated over $2.6 million in new business in her first year. Her time in corporate selling gave her a fresh perspective on the power of understanding customer pain points — a skill she now teaches salon owners to apply in their consultations.The State of the IndustrySonia discusses the changing salon landscape, noting that nearly 29% of salons closed last year, while 70% of hairdressers now work from home. She stresses that the future of the industry depends on mindset — valuing skill, professionalism, and education just as highly as any other trade.Selling Through Education, Not PressureRather than focusing on “selling,” Sonia reframes consultations as opportunities to educate clients. She explains how to build trust by speaking simply, asking questions, and securing permission before recommending aftercare, so conversations feel collaborative, not transactional.Understanding Pain Points & Reading the RoomSonia breaks down how to uncover a client’s real needs through active listening, open-ended questions, and body language awareness. When clients understand why a product or treatment is necessary, they feel empowered — turning the sales moment into a shared decision.Reframing Client ObjectionsSonia shares strategies for responding when clients mention cheaper online products. Instead of defensiveness, she advises empathy — understanding their reasoning and gently educating them about the risks of poor-quality alternatives. Confidence and belief in what you’re recommending are the real game-changers.It’s About Value, Not PriceDrawing parallels to luxury experiences, Sonia explains that clients don’t mind paying premium prices when the service feels exceptional. Price resistance only arises when the perceived value drops — meaning small details and consistency are everything.Growing Profit with Existing ClientsSonia reveals how focusing on your current client base can transform profitability. One salon she mentored increased revenue by $57,000 in three months by applying her “high-ticket” and “accelerator” strategies — built on leadership, stock control, and clear financial understanding.Overcoming Limiting BeliefsSonia challenges the common mindset that “clients can’t afford it.” She reminds stylists that clients often invest in what they want, not just what they need, and that confidence in your pricing and service creates trust. Stepping into the “unknown zone,” she says, is where real growth happens.🔗 Useful Links https://www.thesalondr.com.au/https://www.instagram.com/thesalondr/thesalondr@gmail.comhttps://www.the-circle.cprhair.com/the-salon-forum
