Let us learn from and support each other…
Here is a mini Esthetician Success coaching lesson:
How do you deal with a marketing director that insists your prices are too high and wants to cut them down? I have menus from other spas in the area and I am already below what they charge. I know what I have to offer, what my skill sets are and the different features of my services. This is very frustrating.
What your marketing director is insisting seems to be a reactive decision and not a strategic decision. Making decisions from this place very rarely (almost never) is good for business.
The person with the lowest price does not automatically become the biggest client attraction magnet. Hopefully your spa is marketing to its existing clients – AKA – Warm Clients. This is one of the 1st things I teach in my Empowered Estheticians Success Skills Program, how to attract existing clients back in your door so you don’t have to take such extreme measures and lower your prices.
Just a gentle reminder… don’t ever underestimate the power of surrounding yourself with positive creative people who support you and help lift you up. You want to try and avoid people who encourage you to play smaller.
If you are confident with your skills and you show up 100%, then lowering the price of your services should not be an option. This is a common mistake that a lot of businesses are making… lowering the price is not going to magically build your clientele. Instead you need to let people know that you are open and eager to earn their business.
I recommend you set a professional meeting with your marketing manager and ask her if you can please contact some past clients and ask her to create some marketing emails and try this consistently for 6 months before lowering any of your treatment prices.
Consistently is the keyword here – it will only work if you both commit to getting your marketing message out on a regular basis for the entire 6 month period.
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A finalist for American Spa Magazine’s 2017 Women in Wellness Mentor of the Year, Lori Crete is a highly sought after industry expert and licensed celebrity esthetician. Owner of Southern California’s Spa 10, she is also the founder of The Beauty Biz Club™, a success-based society dedicated to helping beauty practitioners around the world fill their schedule, increase profits and break through to the 6-figure mark.