Conlin Harwood, Craft Barber, is Raising the Bar, Charging More, and Thriving at IMAGE Studios

Originally recorded live on Instagram with Conlin Hardwood of Craft Barber shares his profound experience with raising prices, marketing, and running his salon suite business. 

Conlin began his barbering career at eighteen and comes from a family tradition in the Utah hair industry. After working at one of Salt Lake City’s premium barbershops for nearly six years, he decided to open Craft Barber, his own luxury barber studio. He specializes in short haircutting, beard trimming, and straight-razor shaving and is proud to continually update his education annually, claiming that he will forever be a life-long student. In his free time you’ll find him trying out the latest bars and restaurants, planning his next travel adventure, or working toward his next powerlifting competition.

Follow him on Instagram @conlinharwood

The VIP Suite is the official podcast of IMAGE Studios, created for independent beauty, health, and wellness professionals who want to grow their businesses and thrive in salon suite life. Hosted by Director of Education, Matthew Landis, each episode shares real success stories, marketing tips, and business strategies from top beauty entrepreneurs and wellness leaders.

Episodes are sponsored by GlossGenius, the all-in-one salon software. Learn more at glossgenius.com. Episodes are also sponsored by Elite Beauty Society, providing business and long-term career support to beauty & wellness professionals. Learn more at elitebeautyins.com/IMAGE.

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Transcript

Matthew Landis 00:00
Welcome to the VIP suite. The podcast exclusively designed for independent beauty, health and wellness professionals. Brought to you by image studios the luxury leader in the Salon Suite industry. I'm your host industry expert and certified business coach Matthew Landis. Each episode will bring you insightful interviews with solo entrepreneurs who forge their own path to greatness. From sharing inspiring stories of triumph to practical tips and strategies for growing your client base and building your brand. This is the place to thrive and take your business to
the next level. 

This episode was originally recorded live on Instagram with my guests Conlin Harwood. And he had so much good wisdom that I felt it really had to be shared again here.Conlin began his barbering career at 18 and comes from a family tradition in the Utah hairindustry. After working at one of Salt Lake City's premium barber shops for nearly six years he decided to open Kraft Barber, his own luxury barber studio. He specializes in short hair cutting, beard trimming, and straight razor shaving and is proud to continually update his education annually claiming that he will forever be a lifelong student. In his free time you'll find him trying out the latest bars and restaurants planning his next travel adventure or working towards his next powerlifting competition. Follow him on Instagram at Conlin Harwood. Please welcome Conlin Harwood from Image studios in Foothill in Salt Lake City. 

Conlin: Hi, how's it going? 

Matthew: How are you? 

Conlin: I am good. I just barely finished my last appointment like 10 minutes ago. So I was like sweeping. I was like, Okay, I hope I make it on time. But I'm here. 

Matthew: Oh, the life of a pro.

Conlin: Right? 

Matthew: Well, not only is Conlin a successful business owner, a barber, but he was my barber for a long time before I moved from Salt Lake City. But he's a he's a very successful business owner. I went to him when he was at another location was employed by someone else. Really fantastic barber shop there in Salt Lake. But then he made the move to image studios. And as you said earlier that this is your one year anniversary. 

Conlin: Today is my one year anniversary. Yeah, it's so crazy like this one year. I mean, to be honest, I can't believe it's only been a year I felt
like image Studios has been home to me. And it's been such an amazing transition. And I've loved taking my business into my own hands. And I've been so happy here. So it's been awesome. And I signed another year. So you got me another year? 

Matthew: Well, it's crazy. Because I you know, you not only are you a craft Barber, but you have really crafted your space to look amazing. And to really, you've really personalized it.

Conlin: Ah, thank you. I know, I've tried to put a lot of just me into it. I feel like even though I am a barber, I wanted to make sure it feels inclusive for everyone. And I've loved designing my own little suite. It's been so much fun. 

Matthew: So, you took my image, my very first image pro business courses like three years ago, right? How many times have you raised your prices? 

Conlin: I probably have risen like four times in the last three years. For that I know which I every time I hear that I feel so good. I mean, it cost me a little bit
more money. But I'm always so excited. My business has growing I'm kind of like, I'm right at that point where I'm like, it's gonna be another $5 here just because it's like, once you once I can't book people, it's like, we're losing now. Right? So we have to make sure everyone can get it. 

Matthew: This issue was so important for our pros, and it breaks my heart when I teach these workshops. And I hear you know, I ask people when's the last time you raise your prices, and some people, some people, it's a year, but I would say more than more more often than not, it's been two or three years. Some people it's been six years. I mean, that breaks my heart. And one thing, you know, I've done some research. And if you're not raising your prices every year, you're actually losing money because of inflation. 

Conlin: I mean, your business, even if you're raising like it should still be growing to some degree or it's not thriving, right. And even though you're seeing a steady income of clients things in life, it's more expensive. And you have to make sure you're charging what you're worth, and you need to make sure you're priced correctly too. And,
and knowing that like oh, if I can't fit people in, that's also a disservice to other clients and knowing that your price right where you need to be so important, especially as a business owner, when it's just you and no one's guiding you or telling you what to do. 

Matthew: I think it's so inspiring Conlin because you said you raised them four times, and you're already so booked that you have to do it again. Because I think the biggest thing holding people back is that fear. And I really want to talk about getting the guts to do it because I'm tired of hearing people saying Oh, I know I should I really ought to. I want to lay I'm ready like Come on, like, get up and just do it. So what do you have to say to the pros, because I feel like we have to help them.

Conlin Harwood 05:06

I think the biggest thing is it's not personable, it's not personal to anyone, you're not attacking anyone. First of all, I hear a lot of friends in the industry who have friend pricing or discount pricing, where they charge this person, one this person, the other and make sure everyone's on the same playing field. First of all, because no matter what the work is, like, you're still doing it, you know, Sally needs to be the same as Suzy or John. And then like, they all have to be the same. So balancing your prices out, is first and foremost. And then making sure that again, like if you, it's not a personal attack on them, this is just matter of fact, and this is how I need to like, thrive and like grow my business. And it's just what's best for you and your business. And it's not I think people think it's so personal. And people think that like really keeping tabs on what you're charging them. But people are and people really care about you as a person and
they want you to succeed and the right people sitting in your chair, want you to succeed, they want you to keep growing, they want you to keep raising. And so it's just finding that finding your clients to be your cheerleader, right, like, and those you're going to not keep everyone and you'll never make anybody happy no matter what. So whether you're charging whatever to
another, like, you're never gonna make everyone happy. And you just kind of have to make it cut and dry. And no, like, you know, if some legit said to me, I love you, I just cannot afford you anymore, I would be like, Oh my god, like, totally fine, I have a great Barber, you know, recommend for you, I love them and send them on their way and give them a big hug. And it's not personal at all. 

Matthew; It's not personal. And you know, one of the things that you said is that our
clients want us to succeed. And I think that's so important. And if you have clients that don't want you to succeed, you need new clients, right? You do. And you talked about discounts, which I love and not giving people sort of special treatment. And what I want to say to that I'm going to point something out most of your friends and family, they don't want special treatment. They feel weird about it. If I know somebody's discounting me, I feel very uncomfortable with that. That makes it unnecessary discomfort. I don't I don't want that. And then Gosh, what else did it you said so many great fans, thank you. 

Conlin: And here's the thing, too, it's like I want like everyone I surround myself with even my clients like I want them to be doing well. Like if they're telling me they got a raise at work, they bought a new house, they have a new car, like I want them to be thriving. And like, I just think like the people you surround yourself with and the energy you give off, it's like I want you to be building up to so it's like, I'll raise your price. I'll raise my prices, but let me motivate you, whatever you do, like what raise your prices to like you've earned it like let's go and so like usually just that energy and like the
people you surround yourself with, like, feeds off of that too. And like, I want the best for my clients. I'm not here to like gouge anyone, I'm not here to rip anyone off. I'm just here to live my best life my most beautiful light, and to take my business which I take very seriously to like, further levels beyond if it's being at a studio or something way beyond who knows, I just want those possibilities to be there. 

Matthew: I want the best for them. I want the best for you. I want the best for me, you know Laurie who you work with a crow nail studio, she brought up something I was
talking to her the other day. And she said that when she raised her prices, it did wonders for her mental health. And I hadn't really thought about mental health. And if you think about it, if you're not raising your prices, you're having to work harder to make the same amount of money. That's that's killing you physically, it's also killing you emotionally and mentally. Because nobody wants to work more and harder, You know the old adage work smarter and make money so I love that that just positive attitude
and creating an atmosphere for everybody including your clients of success and abundance. I think that's that's fantastic and fabulous. So what would you say? So really, the number one issue is get is the guts issue happen? Yeah. So what would you say to that?

Conlin Harwood 09:22

Yeah, I would I get like it's getting the guts I would say like get out of your head, keep it very matter of fact, and just kill them with love and kindness and no one can argue with that. If someone does have an issue or they're like oh, I wasn't expecting this don't make sure that other people's finances aren't your own finances if it's a priority for someone or find a way to make it happen if it's not a priority for them then you know bless them and release them and say like I that's totally okay. I completely understand and just know that there's no ill will even clients I see I haven't seen for a year, it's like, I still love them. And I still want them to love their hair and be happy. And that's totally fine. There's no ill will either way, you have to make sure you're raising for the right reasons, right. Like, on the flip side, it's like, you want to make sure you're raising for the right reasons not because, oh, it's that year, like, Let's go again, but it's time to go. It's like no, like, logistically, make sure you're not you're in the position to do so. And if you're not, then let's figure out how we can get you there. You know? 

Matthew: Yeah, that's a really great point, too. I think that whenever I raise prices, because I'll tell you, my story, too, is I raised prices three times in 18 months, I doubled my prices, because I actually wanted to cut back I wanted to get rid of clients. raising prices was the only way that I knew how to do it, and they still wouldn't leave. So if you think they're gonna leave, I'm telling you, they're not gonna leave, even if you want them to. But yeah, whenever I raise prices, you bring up a good point, I always thought about it as an opportunity for me to reexamine how I'm doing business and
what I'm doing. And the service that I'm providing, whenever I raise my prices, I always pause and reflect it. I even sat in the in the chair because I wanted to see what they can see. And think about what is their experience? What am I providing is, is it getting better? Because for some over the I knew people that would raise their prices back in the day, but the service wasn't getting better. In fact, it was getting worse. Yeah. So to your point, I do think it's an incredible opportunity to stop and pause and think about what it is that you're doing. And are you providing the best service that you can one of the things that I got was, you know, people being afraid of? Have you ever had pushback? 

Conlin: No, I've had some people go like, Oh, again, but it's more of like, they're always excited, but I've never had anybody, like, push back against it or feel like, Oh, I'm going to negotiate with him or anything like that. No one's ever done that. I've had some people just jokingly, like, nudge and be like, Oh, here we go again. But it's really
with, with love and endearment and excitement. And I still keep them you know, and I mean, I think anyone it's very rare that like someone will push back if ever like I've never experienced.

Matthew Landis 12:17

Yeah, at worst, usually they'll just ghost you. 

Conlin: That's right, you went on a bad date with someone and then you're just like, oh, we'll be in touch. Because there was no connection, right? And, like, and so it's just one of those things. Yeah, you'll probably just not hear from them again. Yeah. And there were there were people that you know, it took me maybe, because you're so busy, right? You're down the road. And like, you know, I've never seen that person, but oh well, and that's the thing, too, is like, it does hit you down the road where like, where did that person go? But you realize that that person allowed space for somebody new to come in, you know, is wanting to quality service to quality haircut, and maybe they wouldn't have gotten to indicee you because that person was taking their spa you know, like it no matter how you slice it, there's a million different ways. And ultimately, every
time I've raised my prices, I have not regretted it at all. It's been so good. For me. 

Matthew: It looks like you had some love in the comments, saying that you're worth every penny. You have fans and I couldn't agree more. All right, well, let's switch topics here real quick. End of story. Like, raise your prices, charge what you deserve. It's gonna be okay. You know what, rip the band aid off, get the guts and do it. So tell me about the move to image. How has that really benefited you?

Conlin Harwood 13:47

I mean, really, just mentally, honestly, in the sense of, I've loved being here, just having full control of everything. I don't know, like, okay, for example, I was talking to my friends and they're like, oh, my gosh, they were having the Sunday blues. They're like, I don't want to go to work tomorrow. We have the long weekend. And it really hit me where I was like, oh my god, like, I have not experienced the Sunday blues in a hot minute. I don't ever get that anxiety to come to work. I think taking my business and like being in full control has just kind of lit something under me where I'm like, This is my baby. Like I'm so excited to show up. I'm so excited to see my clients at this point. I've been cutting hair for like over seven years now, seven years and I have a close friendship with most of my clients at this point. And you know, I'm always excited to see them and so I really feel like I struggled in like the sense of being a business owner doing my own thing in my sweet being with my friends hanging out all day and then I'm getting paid for it like I don't know how it could be better to be honest with you.

Matthew Landis 14:59

I agree with you. It's pretty, it's pretty special. It's pretty special thing, surely. And you know, I have to point out to you, I just want to say, you know, because I've known you for three or four years now. And I've seen you really just grow and blossom. And in the last year, not only in your business, but personally, and maybe I'll just show this and you've been like, powerlifting?

Conlin Harwood 15:24

I started powerlifting, like, a year and a half ago. And so that it was just something that I, it was kind of just like, physical therapy for me, like, I'm like, I just taught me things. And I started powerlifting. I did my first competition at the end of April, and took third third of my weight class. So that was one thank you. I feel like Mistress from RuPaul I've been in my say yes era.Definitely, like saying yes to new experiences, yes to life, like, I don't know, it's just, life feels really good right now. And I will say image has been a big part of that move. And just doing my thing here and just having my like, little barber sanctuary, where I can just cut all my clients hair, and we can talk and just I don't know, it's been it's been incredible. It's really been a wonderful move for me. 

Matthew: Talk to me about money. Are you making more money?  

Conlin: I am making more money. Or better. As being self employed, you have to know like, you need money for taxes at the end of the year, and you probably shouldn't be paying quarterly taxes. And one thing I am an S corp like does, I think depending on how much money you make, like, I'm LLC S corp, I think after or if you're over under, like you should be one or the other. And it will help you with taxes. And so, you know, finding a really good CPA is like, worth the worth the money, like doing it on your own,
especially the first year, like, make sure you have all your ducks in a row. And it's just nice to have someone take care of all of that for me, and, you know, pay quarterly, make sure you're on track with everything. I mean, that is the one thing, it's like, it's on you now there's more money to be made. There's more margin there. But like, make sure you're set up for success, too. 

Matthew: Yeah, and I'm gonna plug our image press success programs, you know, that's what those are really designed for our image pro marketing course, or image pro business course, those are all designed to help you with those, those questions. And I know you were in some of our early classes, which was fantastic to have you in there. 

Conlin:  Gosh, my first year of barbering, I was, this is not ethical. So if anyone's out there is like being charged like this, I think I was being charged w two but also getting commissioned now. And then my first year I was hit with like, seven grand of taxes. And this makes sure you know, wherever you're at like that you're being taxed properly and ethically, don't get into any I learned the hard way. I feel like I've learned the hard way when it comes to taxes. So I made sure that that's very structured. And

Matthew Landis 18:14

yeah, you know, I think one of the lessons there is hire somebody, hire professional, you, you know, you wouldn't cut your own hair, right? You wouldn't recommend someone cutting their own hair or giving themselves the chemical peels or something like that. So definitely get somebody that's in your corner to help you with that as well. Colin, I, I think we probably should wrap up. Do you have any last words that you want to say to the image pro collective out there?

Conlin Harwood 18:41

I say go for it. If you're not a studio suite owner, you totally should be a studio suite and market yourself on Google, that's probably been my biggest thing to have, like getting new clients in my chair and making sure that like, you know, creating awareness posts on social media, but Google has been actually my number one asking your clients to leave a review, that like seriously has been the best thing to so like, obviously, I get a lot of word of mouth and referrals, but people on Google and like knowing that your studio will pop up on Google and making sure you're asking for reviews. Like that's been the best way of driving new business into my suite.

Matthew Landis 19:21

That is fantastic. And you know, when I would teach the marketing course a lot of people forget about Google because I think nowadays we're so focused on Instagram and we feel like we have to do it and Instagram is important. I don't want to but you know that's that's where so much of our energy goes and I feel like Google is probably easier.

Conlin Harwood 19:41

People like I mean, if you Google a barber shop near me like in your in the Foothill area I pop up. If there's 45 star reviews, like of course you're going to be interested in like if you just moved here, it's the best is the best thing to lean into. And then once you have everything lined up Instagram or your website, whatever that may be, they're yours.  And then you raise your prices and you keep making more money.

Matthew Landis 20:09 

Thank you so much. Conlin

Conlin Harwood 20:11

Thank you so much for having me anytime I'm here anytime and love it. Well, thank you and I'll see you soon. All right, I'll see you soon. All right.