Ending Your Discounting Price Drama | The Lash CEO

It’s easy to get caught up in discounting when it comes to being in the lash extension business. Whether it’s because you’re new and need the flow of business…or for another self-sabotaging reason(more on that later). But hear this…when you constantly discount without a plan in place, or keeping your prices at that discounted rate, you’re seriously cheating you and your business. And I’m pretty sure you didn’t get into this industry to cheat yourself out of a financially comfortable lifestyle… So let’s get into how we can break this cycle of discounting your lash services, and why it’s necessary.

Tip #1 – You’re Not Expensive…You Just Can’t Afford Me
This is one of my favorite money quotes…because it’s so true. I think we may be coming into a new era for our industry. More consumers are becoming savvy on the difference of what we provide and what nail salons or fly by night lashers do. What we offer takes patience, practice and a level of skill that not many can consistently deliver. So…they need to pay for it. But many are so used to the cheap-o $25 lashes that they now will approach you and question your prices. Hey…I get it… and You get it…but they do not! We cannot allow these deal/discount junkies to squeeze their way into our businesses. Listen…you run the show here…not them. If they’re seeking a rolling deal or discount politely explain why this isn’t how you do business. Explain that you’ve invested in yourself and provide a higher level of service and products…and this contributes to your higher price. You’re prices are what they are…if they can’t afford it…that’s on them NOT you!

Tip #2 – Regulars Get Raises Too
Ooh…so this one I personally struggle with. And I know I’m losing a few dollars from this…but I’m willing to take that loss for now. But if we’re being honest and running a business that is poised for growth, we absolutely have to give our regulars a price increase too. But we can do it in a manner that is professional and accepted. Here’s my plan of action for this one…since I’m slipping a bit (Don’t judge me:-/) As we near the holiday season again, I plan to give all of my clients a 60 day notice about a price increase in the coming 2017 year. This will be across the board…Everyone get’s it! Even if we raise our prices by just $7 multiplied times 65 for the total amount of clients seen every month give or take…that’s almost $500 a month! I don’t know about you…but I could use that $500 in about 500 different ways! So if you haven’t raised your prices in a couple of years…(like me) Let’s do it together for 2017!

Tip #3 – Stop Allowing Clients to Show Up With Dirty Lashes
So we’ve all had them. The client that shows up right from work…and hasn’t cleaned their lashes..and they’re getting a full set. We know that this situation takes a different turn depending on the client right? Regulars for me…who show up once out of 10 times with make up…I let slide. But for those perpetual clients who consistently arrive dirty…it’s gotta stop. I don’t currently have any of them…but my policy is that if cleaning takes more than 10 minutes…$15 is added to your service. Not charging for extra prep time, is just another way that is sucking money out of your lash extension business. More product…more time…and less chance their lashes will last as long. Which also means you’ll probably be hearing from them in 4 days saying “I keep loosing 9 or 10 lashes a day…what is happening?” Um…well maybe because I couldn’t properly get all that gunk off your face, last week? Ok…well we can’t say that, but you know we have to explain it out. So if you don’t have a Dirty Lash policy…CREATE ONE..and Implement it!

Tip #4 – Love Your Lash Business Goals & Yourself Enough
It’s strange right…but if you’re not holding your lash business to a high enough standard you’re missing the mark. You won’t charge what you’re worth because of fear no one will pay it. STOP! This just isn’t true…unless of course your full sets are $800…then maybe yeah. But to hit and exceed your goals you have to believe that you’re worth it…and clients will believe it too. Provide a beautiful service and treat them well, and they’ll come back and bring friends. This is what all of our businesses need…and we deserve it. So Love yourself and your lash business enough to charge what you’re worth, and don’t let cheapskates…talk you out of your goals!

Think of it this way, what we do not everyone can do. We freakin’ split hairs for a living for crying out loud…we deserve to paid nicely for that. If you do beautiful work, and let your passion show with every client. Increasing your prices just $7 shouldn’t be cause for them to walk on you. If they do…they weren’t loyal to begin with, and this just leave an opportunity for a better fit eyelash client to fill that spot.

Lash On!