The Pricing Psychology That's Keeping You "Affordable"
I’m going to bring to attention one problem that hits my heart strings a little too much: Your prices are probably too low.
Not because you should arbitrarily charge more, but because you're undervaluing what you actually deliver.
Here's the test: When was the last time a potential client said your prices were too high and you didn't immediately feel defensive or offer a discount?
If the answer is "never," your prices are too low. Most practitioners price based on what they think clients can afford, what competitors charge or what feels "fair."
None of these methods account for your actual expertise, the transformation you deliver or the alternative cost clients face.
Example:
When our spa first started offering fibroblast eyelid tightening, I charged $250 per session because "that's what the market price seemed to be."
Then I had a consultation with a woman who'd been quoted $4,500 for surgical blepharoplasty. The surgery required:
- Anesthesia and surgical risks
- 2-3 weeks downtime
- Visible scarring
- No guarantee of results
My treatment offered:
- No surgery, no anesthesia
- Minimal downtime (5-7 days of social or "soft" downtime)
- Natural results
- Significantly lower cost
Why was I charging $250 when I was saving her $4,500 and delivering a better experience?
I raised my price to $1,295 for the complete treatment series.
You know what happened next? Bookings increased. Clients valued the service more. My confidence soared.
The Pricing Framework:
- Calculate your true cost-per-service (time, supplies, overhead and expertise).
- Research alternative solutions clients are considering (What's the surgery or expensive treatment they're avoiding?)
- Price based on transformation value, not task completion.
- Test pricing in 15-20% increments until you find resistance.
When you raise prices, you're not just increasing revenue — you're attracting better clients who value expertise and commit to full treatment protocols.
The Revenue Stream You're Not Building
Here's what almost no one talks about: The most successful practitioners I know don't rely solely on hands-on services.
They've built additional revenue streams that:
- Don't require their physical presence
- Scale beyond their time limitations
- Position them as industry experts
- Create passive income
After 30 years in this industry, here are the streams that actually work:
1. Educational Products
- Online courses for other practitioners
- Masterclasses on specific techniques
- Digital consultation programs
Example: I created permanent makeup training courses that generate $3,000-$8,000 per month without me performing a single treatment.
2. Retail Integration
- Curated aftercare products
- Professional-grade skin care lines
- Treatment-enhancing supplements
Retail should be 15-25% of your total revenue. If you're currently at 0-5%, you're leaving significant money on the table.
3. Strategic Partnerships
- IV hydration companies, like Liquivida
- Peptide therapy providers, like Athletic Integrative Medicine
- Complementary service providers
I partnered with IV hydration and peptide therapy companies, allowing me to offer services I don't personally perform but that align with my clients' wellness goals.
Strategic partnerships like these account for a 30-40% share of my revenue with zero additional labor.
4. Virtual Services
- Video consultations for out-of-state clients
- Digital aftercare check-ins ($50-$100 each)
- Virtual treatment planning using apps like Procreate
The Framework:
Ask yourself: "What knowledge do I have that other practitioners would pay to learn?"
Then: "What products or services do my clients need that I'm currently referring out?"
These answers reveal where your next revenue streams live.
Now, let's talk about accountability. One of the hardest truths I learned after 23 years in business is that most practitioners fail not because they don't know what to do, but because they don't consistently do what they know.
You know you should:
- Follow up with leads within 24 hours
- Pre-book client appointments
- Raise your prices
- Stop doing low-margin services
- Build email sequences
- Track your numbers weekly
You don't, though, do you? At least not consistently. Why not?
Because you're operating in isolation without systems, accountability or a strategic framework.
The Solution:
1. Implement Systems, Not Intentions
Don't rely on memory or motivation. Build automated systems:
- CRM that automatically sends follow-up sequences
- Booking software that prompts for pre-scheduling
- Financial dashboard you review every Monday
- Treatment protocols documented for consistency
2. Weekly Revenue Reviews
Every Monday, review:
- Revenue by service type
- Consultation-to-booking conversion rate
- Client retention rate
- Average transaction value
It takes 15 minutes and saves me from bleeding money all year.
3. Quarterly Business Audits
Every 90 days, ask:
- Which services are most profitable?
- Where is revenue leaking?
- What needs to be eliminated, automated or delegated?
- What's the next growth lever?
The Six-Month Action Plan
If you implement just one thing from this article, it's this roadmap:
Month 1: Fix your consultation process.
- Add a consultation deposit.
- Shorten consultations to 30 minutes.
- Create same-day booking incentives.
Month 2: Restructure your treatment menu.
- Identify your top 3 services.
- Create outcome-based packages.
- Phase out low-margin offerings.
Month 3: Implement a pre-booking system.
- Train staff on "pre-booked treatment journey" scripts.
- Book all clients for their next two appointments before they leave.
- Track your retention rate weekly.
Month 4: Audit and adjust pricing.
- Calculate true cost per service.
- Research alternative treatment costs.
- Raise the prices on signature services by 15-20%.
Month 5: Launch one additional revenue stream.
- Create a mini-course or digital product.
- Integrate retail into your aftercare protocols.
- Explore strategic partnerships.
Month 6: Build your systems.
- Implement CRM or booking automation.
- Create weekly revenue review process.
- Schedule quarterly business audits.
The Bottom Line
You didn't get into this business to struggle financially. You're skilled, dedicated and talented, but talent without business structure is just expensive labor.
After 23 years and hundreds of coaching clients, I can promise you this: The gap between where you are and where you want to be isn't more clients — it's fixing the leaks in your existing business.
$50,000 to $150,000 in additional annual revenue isn't found by working more. It's found by working smarter.
My advice to you, start with one leak. Fix it completely. Then, move to the next. Your future financial freedom — and your sanity — depend on it.
