Stop Apologizing for Your Prices: The Confident Beauty Pro’s Guide to Price Talk
- Ronella Sabado
- Nov 2
- 4 min read
We’ve all been there. A new client messages you, full of excitement about booking, and then it happens. They ask for your price.
In that split second, your palms get a little sweaty. You find yourself typing out the number, maybe adding an extra exclamation point or an emoji, and then immediately following it up with a line like, “...but I can give you a discount since it’s your first time!” or “...it’s a bit high, I know, but it takes a long time.”
You just caught yourself apologizing for your service price.
If this sounds like you, stop right there. You're not alone. So many talented lash artists and beauty professionals struggle with this awkward price talk because we tend to price emotionally instead of strategically. When you price emotionally, you tie your worth and confidence to a number that may not even be profitable.
But here’s the truth: Your price is not a request; it’s a statement. It's time to learn how to state your price with zero hesitation and watch as your confidence—and your income—skyrocket.
Why You Feel Awkward: The Lie of Emotional Pricing
For years, I believed that if my prices were lower, more clients would choose me. I thought that a lower price meant I was being "nice" or "accessible." In reality, I was losing money and attracting the wrong clients.
This is the trap of emotional pricing. When you feel like you have to apologize for your number, it’s usually because you haven’t truly owned it.
Your current price is telling a story about your business. A low price can actually make potential clients question your quality, asking themselves, “Why are they so cheap?”. A confident price, however, creates trust. It positions you as an expert who values their skill, time, and energy. It's the difference between looking like a discount service and a luxury brand.
The only way to move past this is to remove the emotion and get clear on your numbers.
Knowing Your Numbers is Your Confidence Secret
Confidence doesn't come from just being good at lashes or brows; it comes from knowing your business is profitable. You can’t confidently tell a client your price if you suspect you’re working for free—or worse, at a loss.
A profitable price is calculated, not guessed.
Think about it this way: what is your true profit margin per service? To calculate your true profit, you must know your Total Cost Per Client. This includes more than just the product cost (lashes, glue, under eyepads, etc.); it also includes your overhead per client (rent, utilities, insurance, etc.).
When you calculate your total costs and add in your desired hourly rate, you arrive at your minimum profitable price. This number is a fact, not a feeling. When you know, mathematically, that you need to charge $120 to be balanced and $150+ to be scaling, you gain unshakable confidence in that number. This is the foundation of How to Charge Your Worth Mini Guide —it’s rooted in reality.
Your New Script: How to State Price Confidently
Ready to ditch the excuses and the apologies? The key is to be clear, direct, and then stop talking.
The Non-Apology Price Script
When a client asks for the price of your signature full set, instead of hesitating, try this:
Client: “Hi! I saw your work on Instagram. How much is a full set of classic lashes?”
You: “Thank you! Our Signature Classic Full Set is $225. That includes a custom mapping consultation and a complimentary aftercare kit.”
Notice three things about this non-apology price script:
Directness: You state price confidently and clearly.
Value-Add: You immediately follow the price with a quick recap of the value they receive, justifying the number without being defensive.
Silence: You stop talking. You don't ask if that works for them, you don't offer a deal, and you don’t apologize. You let them absorb the number and the value.
Setting Boundaries: Protecting Your Peace and Profit
A confident price doesn't just attract better clients; it sets a boundary. The truth is, your business thrives when your energy does.
If you constantly give discounts, squeeze in clients when you’re exhausted, or apologize for your fees, you are attracting clients who don't respect your policies. Setting clear boundaries is the ultimate way to protect your profit and peace.
No discounts for everyone. No apologizing for your prices. The more you respect your time, the more others will too.
You deserve abundance and ease in your business. You have a gift, and that gift deserves to be compensated fairly. By mastering the beauty pro price conversation and ditching the emotional pricing, you’ll not only transform your income but also your confidence.
Ready to Finally Charge Your Worth?
If you are tired of guessing your prices and ready to build a business that truly profits and prospers, you need to dive deeper into this strategic mindset.
for the complete formula and exercises you need to understand your numbers, create unshakeable confidence, and get a step-by-step plan for your next price increase.
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