Resources Mentioned:

⁠✨ Free Pricing Resource

⁠✨ Pricing Mini Course

Episode Summary

Pricing questions come up constantly for solo estheticians, especially in January. In this episode, Allyson breaks down why slow bookings, hesitation around prices, and client pushback usually have less to do with what you charge and more to do with how you talk about it.

This episode dives into pricing confidence, value communication, common confidence leaks, and tangible steps you can take right now to feel grounded and solid when stating your prices without apologizing or spiraling.

• Fear of rejection

• Comparison to other providers

• Internal panic around money

• Assuming hesitation means “too expensive”

Clients don’t buy based on your fear.
They buy based on clarity, confidence, and outcome.

When a client hesitates, it does not automatically mean your price is too high.

More often, it means:

• The value wasn’t clearly communicated

• The outcome wasn’t explained

• There was no roadmap beyond today

These often happen without realizing it:

• Talking faster when stating prices

• Saying “totally fine if not” or “no pressure”

• Offering discounts before being asked

• Over-explaining to justify the price

• Avoiding recommending what’s best because of cost

Clients feel uncertainty before they hear it.

Expensive feels like:

• A number with no context

• No explanation of results

• No plan or follow-up

Supported pricing feels like:

• Clear expectations

• Education + reasoning

• A plan beyond today

People don’t mind paying more.
They mind feeling confused.

• Clients are resetting routines

• Gift cards are still circulating

• People are choosing who they’ll stick with this year

Discounting teaches clients:

• Your prices are flexible under pressure

• Waiting gets rewarded

• Confidence is conditional

Education > discounts
Clarity > panic

Confidence comes from certainty.

• Average ticket

• Desired income

• Weekly client capacity

• Required spend per client

Gaps in numbers create fear.

Examples:

• No apologizing for prices

• No discounting unless asked

• Always recommending what’s best, not cheapest

You don’t control someone’s wallet.
You control your recommendation.

• In the mirror

• In the car

• With a friend

Your nervous system needs repetition to feel safe.

Not time.
Not trends.
Not other estheticians.

Focus on:

• Skin improvement

• Consistency

• Long-term results

• Confidence

• Lifestyle benefits

Outcome-based language builds trust.

A no is not:

• Rejection

• Proof you’re too expensive

• A signal to panic

A no is data.
Your business doesn’t need everyone.
It needs the right people.

Pick one service and:

1. Rewrite how you talk about it

2. State the price without softening

3. Hold the price for 30 days

4. Observe what changes (internally and externally)

✨ Free Pricing Resource
A pricing freebie is linked in the show notes to help you understand and communicate your prices more confidently.

✨ Pricing Mini Course
For deeper support, Allyson shares a step-by-step pricing mini course used by current students.

🎟 Podcast Listener Bonus
Use code PODCAST at checkout for a special discount.

Pricing confidence isn’t about being louder.
It’s about being settled.

Your services deserve leadership, not hesitation.

If this episode helped you, share it with another esthetician who’s struggling with pricing, confidence, or money conversations.

Love you. 💗