Charge Your Worth: Mastering Your Service Menu & Pricing Strategy

Welcome back to another Aesthetician Coach Blog. Today I’m diving into pricing strategies and charging your worth in your esthetician business. I see so many of my clients and accounts struggle with their menu and knowing what to charge. So I’m breaking down what you need to know and how you can optimize your treatment menu and charge what you're worth but also be able to sustain and scale your business long term.

Fall is the perfect time to change or adjust your menu, adjust your prices because you can get everything into place before the new year and it gives your clients plenty of notice of the changes.  

Optimizing Your Service Menu

You need to review your services and your offerings often. Put this on your schedule for every 6 months.  

Are there any services on your menu that you don’t want to offer anymore that don't make sense financially for you to keep on your menu? Does it make sense for you to do a standalone brow wax or do you want that to be an add on service only? Do you hate waxing all together? Do you hate relaxing facials? Create a menu that reflects what services you want to perform and what services reflect the business you want to create. If one of these services that you really want to take off of your menu is your bread and butter then create a plan to start shifting away from that service gradually. It doesn’t have to be changed immediately but you can make these changes and shifts overtime to get to where you want to be.  

Next, does your menu flow? Is it aesthetically pleasing to the eye? Is it easy to read? Are the descriptions of your services simple and easy to understand?

I’ve seen a lot of treatment menus that are overwhelming. The words and descriptions are so long and it’s boring for me to look at even as an esthetician and try to choose from 30 different facials or treatments. I just don’t want to do it. So put yourself in your clients shoes who know nothing about the treatments. How can you simplify your menu, how can you make it easy to understand? How can you make those services sound enticing? Make it short, easy and simple. 

You want to highlight your high value and in-demand treatments. You also don’t necessarily have to put everything you offer on your menu. Put the treatments that you really enjoy and that you want to build your business and brand on. 

PROTIP…create a secret menu. One for your VIP clients only. A one page or insert that you can offer a handful of exclusive high end treatments to your VIP clients. Maybe a bundle of treatments for a small discount? You can have fun with this and make it a signature menu. 

Make sure your services and offerings align with your business goals and values and that you are customizing them for your ideal clients. 

Let’s Talk–Pricing Your Services

Are you pricing your services to reflect the value of your skills, your time and your expertise? If you're pricing your services too low you could be attracting the wrong type of clientele. 

This is why you really need to put your CEO hat on. In order to price your services effectively, you need to be looking at your business expenses, your business goals and how you want your brand to be reflected. If you are wanting to offer $65 dollar facials and yet you want to be a six-figure esthetician that is not aligning with your business goals. So you really need to make decisions based on who you want to serve and what your business needs in order to scale and thrive. On the same token, if you want to offer high-end services, you have to bring it, you have to show up and you have to create that high-ticket, high value service and unforgettable customer experience. 

So there is some CEO mindset work that needs to happen in this process. You must value your skills, your time, your education and your expertise. If you feel hesitant to increase your pricing, ask yourself why? 

Why is this a struggle for you? 

Is it because of your own struggle with money? You can’t project your feelings and your experience with money or lack of onto your clients and your business. It just won’t work. Don’t make it personal. Put your CEO hat on and look at it as someone else’s business? How can you make them money? How can you set your friend or family member up for success? If you have to, take yourself out of the equation in order to make those CEO decisions that need to be made for your business.   

Is it because you have imposter syndrome and you don’t feel you're an expert in a treatment or services that you're promoting? Well change it! Book that online course, attend a webinar, schedule a training session. Do something about it. Become that expert and watch your confidence and your skill set grow.

Is it because you feel bad and you really want to give back to your community? Maybe you have a big heart and you really want everyone to be able to get a facial and have healthy skin. Pick one day out of the month or quarter to offer your low cost treatment and give back to those that you want to help or may not be able to afford your services. 

I think this should take care of most of the reasons why you may struggle with increasing your prices and if I didn’t cover your’s, message me on instagram and I’ll help you. 

So what should you consider when setting your prices? 

You need to think about the time that it takes to do the treatment, include prep and clean up time. What is your cost to do this treatment? Also, include your overhead costs (rent, electricity) and any and all supplies that are costing you to do this service. You might say, Amber, it's just one pair of gloves, it’s just one 4x4 or a couple of kutips but it all adds up and it's so important to know where your dollars are being spent so that you charge what you need to, to be able to run your business successfully.  

It’s also a good idea to do a competitor analysis to know what others are charging for the same or similar treatment but do not let this side track you from your business focus and goals. Figure out what makes you unique and what makes your business different from all of your competitors. And if you haven’t grabbed it yet, go and download my FREE client attraction guide. You can get it in the link below. And it goes into more strategies on attracting new clients into your business both short and long-term. 

Sales Psychology–Perceived Value vs. Cost

Whether you are aware of this or not. You will be now that I’m pointing it out. We often associate cost with quality. This is not just in the aesthetic world but this in everyday life. For example, I’ve been wanting a new chair for my office. So I’ve been researching on Amazon. I found two that I like, one is $129 and the other is $250. In my mind, I automatically assume that the $250 chair is better. Is it? I don’t know but I’m thinking since it costs more it must be. Well next, I’m going to look for proof, I’m going to dig into the research and look at the reviews to see what I can find. But I automatically am leaning towards the more expensive chair because I think it just has to be better.

It’s the same with our treatments. If I see a treatment on your menu and one is $150 and the other is $275 I’m thinking hmm, I bet the $275 facial adds more and I will get a better treatment with better products. 

How to Raise Your Prices

When Is It Time to Raise Prices?

It’s time to raise your prices when your schedule is fully booked. If you are consistently upgrading your skills and services, your prices should reflect your expertise and being in high demand. If you haven’t raised your prices in years, it’s also time

How to Approach a Price Increase:

The key to a price increase in your business is to be transparent and confident. Start by giving your current clients a heads-up at least 30 days in advance, explaining that as your business grows, so does the value of your services. 

Highlight any improvements, additional offerings, or certifications you’ve gained to justify the increase. Make sure to frame the price adjustment as a reflection of the enhanced experience and expertise they’ll receive. Most importantly, stay firm in your decision—your worth is non-negotiable, and clients who appreciate the value you provide will understand the change.

Handling Pushback:

Handling pushback on price increases can be tricky, but it’s essential to stay confident and focused on your worth. When a client questions the change, calmly explain that your new pricing reflects the elevated value, expertise, and experience you bring to the table. Highlight any added benefits, such as upgraded services or the continuous education you’ve invested in to provide better results. Remind them that the price increase ensures they’ll continue to receive top-quality care. It’s okay if some clients are resistant—those who truly value your skills and trust in your services will remain loyal. Stay firm, and remember that compromising your worth won’t benefit your long-term business growth.

Pricing in Alignment with Business Goals

Setting Financial Goals:

When setting your prices, it’s important to align them with your larger business and financial goals. Start by thinking about where you want your business to be in the next year—whether it’s hitting a specific revenue target, expanding your services, or investing in advanced education. 

Your pricing strategy needs to reflect those goals. By adjusting your prices to account for your expertise, increased demand, or new offerings, it will set you up for success to meet your personal and business goals. The most important thing to remember about pricing is that it’s not about just covering your costs; it’s about positioning your business for long-term success and growth.

Long-term Strategy

Your pricing strategy should never be set in stone. As your business grows and the market shifts, it’s essential to review your prices to ensure they still align with your business goals. Schedule a time every 6 months to a year and put it on your calendar now to evaluate your pricing checking in on how your prices compare to competitors, market trends, and your own skill development. This ongoing review allows you to stay competitive while also  ensuring your prices reflect the value and quality your business is  delivering. 

Remember you can always pivot and adjust your pricing. The most important thing you can do is continue to evaluate your business goals and growth and set aside time to make adjustments as necessary. Your business cannot grow if you are standing still and not putting in the time and effort to grow it. 

Homework:

Evaluate your current pricing and service menu—don’t wait for the perfect time. Set some time aside and really think about how you can set yourself up for success. Don’t let this be a one time only event but reviewing your menu and pricing on a regular basis, whether that’s every six months or once a year. Be proactive when it comes to your business growth. And don’t forget to grab my freebie below! 

And of course my quote for you this week:

“What do you need to start a business? Three simple things: know your product better than anyone else, know your customer and have a burning desire to succeed.” Dave Thomas 

Follow me on Instagram at Aesthetician Coach and I will see you back here, same time next week.  

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