How to handle 'how much does it cost?' DMs

Every salon owner knows the feeling. Someone slides into your DMs asking "how much for a full head of highlights?" and you freeze. Quote too high without context and they ghost you. Quote too low and you've locked yourself into a price that doesn't cover your time. Say "it depends" and you sound evasive.

The good news: this conversation is completely winnable. You just need a simple system — one you can run consistently even when you're mid-blowout and your phone won't stop buzzing.

1. Acknowledge first, price second

The instinct is to jump straight to numbers. Resist it. A one-line acknowledgment before you quote makes the client feel seen and buys you a second to gather context.

Try something like: "Hey! Love that you reached out. A few quick questions so I can give you an accurate price..." This signals professionalism, not evasion. Clients who are serious about booking will answer. Tyre-kickers often drop off here — which is actually fine.

2. Ask the two questions that actually matter

You don't need a 10-question intake form in the DMs. You need two things:

• What's the service? (colour, cut, treatment, lashes — be specific)
• What's the starting point? (current hair length, colour history, or a photo)

That's it. With those two answers you can give a real range instead of a guess. A range like "typically $180–$240 depending on what we find at your consultation" is honest, sets expectations, and keeps the door open. A flat number plucked from thin air does none of those things.

3. Give a range, not a floor price

Quoting only your lowest possible price to win the inquiry is one of the most expensive habits in the salon industry. Clients anchor to that number and feel blindsided when the final bill is higher — even if the extra work was completely justified.

A range does the opposite. It communicates that your pricing is based on real factors, not a menu pulled off the wall. It also filters for clients who value your work. Say: "For a full balayage on medium-length hair, we're usually looking at $220–$280. Happy to get you in for a quick consult so I can give you an exact quote." That's honest, it's confident, and it moves toward a booking.

4. Make the next step obvious

Most price DMs die because there's no clear call to action. The client gets a number, says "ok thanks", and disappears into the void. You have to tell them exactly what to do next.

End every price reply with one specific action:

• "Want me to grab you a spot this week?"
• "I can send you a booking link if you'd like to lock something in."
• "Drop me your availability and I'll check what we've got."

One option. Not three. Decision fatigue is real, even in a DM thread.

5. Follow up once — and only once

If they go quiet after your reply, send one follow-up 24–48 hours later. Keep it short and warm: "Hey, just checking in — still happy to grab you a time if you're keen!" That's all. One nudge. No guilt trips, no "just circling back" energy.

Most salons never follow up at all, so even a single message puts you ahead. If they don't reply after that, let it go. Your energy is better spent on clients who are ready to book.

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Replying to price DMs consistently — especially across Instagram, Facebook, and WhatsApp — is the kind of task that sounds simple but quietly eats hours out of your week. If you'd rather be behind the chair than behind your phone, that's exactly the kind of work you can hand off to a Sidekyk. Just WhatsApp your Sidekyk a few details about your services and pricing, and it'll handle incoming inquiries, ask the right questions, and move clients toward a booking — while you focus on the work you actually love. Check it out at sidekyk.ai.