To discount or not to discount

This query for Louise was sent to us by email at [email protected]

I was wondering if you could help me? I've just had opened a new salon on a marina and finding it very difficult to market my salon correctly without cheapening the business.  I want to offer discounts due to it being new and want people to try it out but I feel that if I start offering discounts then people might think the business is struggling and that's why we're offering the discounts. 

People have commented that the salon is hard to find which I am working on.  The views are exceptional as you will see from the attachment and I am trying to offer a total different experience for my clientele and upper the standards of Hairdressing as I feel the high st are cheapening the value of hairdressing. Its not just about shampooing, conditioning and a cheap tube of colour.  What I offer is a complete different experence from when the customer walks in - personalised consultation for each and every individual for evert treatment purchased, massaging the scalp, treating the hair and giving advise throughout their stay,

I have had mixed messsages with regards to my prices but I'm tring to be different and as I am a new business and stock genuine Hair care products (TIGI) where as the hight street offer a 2.50 cheap tube of colour, my overheads are obviously lower and I don't want to lower my prices as I feel I am a totally different league!  I have also organised with a hairdresser that has worked with Naomi Campbell, George Clooney, Helena Christensen to come and work with my clients to give them advice that they need.

If you have any advice that you can offer me I would be very grateful.

Kindest Regards
Cheryl