Resources Mentioned:
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:
Rewrite how you talk about it
State the price without softening
Hold the price for 30 days
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. 💗
