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SEARCHOne is implusive, experience-driven and FOMO-filled. The other discipined, calculated and security seeking. Kati Whitlege shows you how to tailor the experience, conversation and retail recommendations to both.
As salon owners and leaders, one of the greatest skills you can develop is understanding the psychology of your clients. Every person who sits in your chair comes with their own values, triggers, and fears when it comes to money—and how you respond to those cues can determine whether you create a lifelong client or lose them after a single visit.
At the heart of it, most clients fall into one of two categories: spenders or savers. Recognizing the difference helps you tailor the experience, the conversation, and even your retail recommendations. Here’s what you need to know.
Spenders thrive on immediate gratification. They value convenience, are drawn to transformation promises, and will almost always say “yes” to upgrades that elevate their experience in the moment. These are the clients who love express add-ons, luxury product lines, or anything exclusive.
Spenders also battle FOMO—the fear of missing out. A simple “last chance” or “almost sold out” message can motivate them to act fast. Their biggest fear? Looking cheap or out of the loop. That’s why they’ll jump on new styles, trends, or treatments, especially if you position them as unique or status-enhancing.
Your job:Make them feel special. Follow up with them after appointments, remember personal details, and treat them like your VIPs. The more you can create moments that feel personal and luxurious, the more loyal they’ll be.
On the other side of the spectrum is the saver. Savers are methodical and disciplined. They pause before making decisions, research thoroughly, and avoid unnecessary risks. Where a spender leaps, a saver calculates.
They value stability and consistency—in your schedule, your service quality, and your pricing. Their biggest fear is being manipulated or wasting money. They want to feel respected for being responsible and in control of their finances.
Your job:Make them feel smart. Break down the long-term value of a service or product. Show them how their purchase is an investment, both financially and in their appearance or wellbeing. When you affirm their responsible decision-making, you’ll earn their trust—and their repeat business.
Not sure which type of client you’re dealing with? Play it safe: help every client feel special and smart. That combination covers both spenders and savers, ensuring that no matter who sits in your chair, they feel valued and confident in their choice to be with you.
At the end of the day, clients want more than great hair—they want to feel understood. When you take the time to identify their money mindset and tailor your approach, you create deeper relationships, stronger loyalty, and ultimately, greater success for your salon.
About The Author: Kati Whitledge is a trailblazer in salon and spa marketing. She’s the Founder and CEO of mya—a powerful client recruitment and marketing platform built specifically for beauty and wellness pros. As a dynamic speaker, podcast host, and author, Kati is on a mission to transform how salon and spa businesses grow. Kati partners with top industry businesses to deliver smart, scalable solutions that improve retention, elevate client relationships, and drive profitability. Her no-fluff style, realness, and commitment to
community make her a trusted voice and visionary leader in the industry. Follow @mya and @beyondthetechnique on Instagram.
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