Stop Selling From Your Own Purse

Let's talk about something I see happen all the time with estheticians.

You have a client sitting in front of you. You know her skin. You know what she's trying to improve. You know which products you would put her on if money wasn't part of the conversation.

And then you see the price.

And immediately you think:

"Oh… she's probably not going to spend that."

So you don't recommend it.

You grab the less expensive option. You leave the $250 serum off the list. You skip the treatment you really think would make the biggest difference. You basically decide for her.

And I get it. Most of the time, you're not doing this because you don't care about making the sale. You're doing it because you're trying to be nice. You don't want her to feel uncomfortable. You don't want her to think you're trying to sell her something she doesn't need. You don't want to come across as pushy.

But here's the problem: you just spent your client's money for her. And you don't actually know what she would have said.

Maybe she would have said no. That's totally fine. But maybe she would have said, "Oh my gosh, yes. That's exactly what I've been looking for." You'll never know because you made the decision before she ever got the chance.

Your Purse Is Not Her Purse

This is the mindset shift I want every esthetician to make. Your budget is not your client's budget.

Just because you wouldn't spend $300 on a serum doesn't mean she won't. Maybe you think $300 is crazy for skincare. Your client might spend $300 on her hair every six weeks. Maybe she spends $200 on a dinner without thinking twice. Maybe she has been struggling with her pigmentation for five years and is completely willing to spend $300 if she believes it will actually help.

Or maybe she really doesn't want to spend that much. That's okay too. But that's her decision. Not yours.

When you think, "She'll never buy that," you're really saying: "I wouldn't buy that." And those aren't the same thing.

That's what I mean when I say: stop selling from your own purse.

You're Not Helping Her Save Money

This is the part that can be hard to hear. Sometimes we tell ourselves we're doing our clients a favor by recommending the less expensive product. But what happens when that product doesn't give her the result?

She spends $80. Then three months later she buys another product for $90. Then she sees something on Instagram and spends another $60. Then she comes back to you and says: "Nothing is working."

Now she's spent $230 and is still frustrated. Meanwhile, you knew the $250 product was the one you really wanted her to use in the first place. So was the $80 option actually cheaper? Maybe not.

Sometimes the most expensive product is not the best product. And sometimes it absolutely is the better choice. Your job isn't to automatically choose the cheapest option. Your job is to recommend the right option.

You're Also Shortchanging Yourself

And let's be honest for a second. This doesn't just affect the client. It affects your business, too.

When you constantly recommend the less expensive option because you're afraid of the price, you're leaving retail dollars on the table. But even more importantly, you're potentially leaving results on the table. And results are what build your business.

When a client gets great results, she trusts you more. She comes back. She tells her friends. She books another treatment. She buys more of what you recommend. Your retail sales don't grow because you convinced someone to buy a $300 product. They grow because your clients believe: "My esthetician knows what she's doing."

That's the relationship you want.

Don't Apologize for the Price

This is a big one. If you recommend a more expensive product, don't immediately apologize for it.

Don't say: "Okay, this one is kind of expensive…" Or: "I know this is a lot…" Or: "You probably don't want to spend this much…"

Because you've just told your client that you don't think the product is worth the price.

Instead, confidently explain why you're recommending it. Try: "This is the product I would choose for you because of X, Y, and Z. It's $300, but here's why I think it's worth it for what we're trying to accomplish."

That's different. You're not defending the price. You're explaining the value. And then let her decide.

What If She Says It's Too Expensive?

Perfect. Now you have something to work with.

She might say: "That's more than I was hoping to spend."

Don't panic. Don't immediately start throwing cheaper products at her. Say: "Totally understand. Let me show you a couple of options at different price points, and I'll explain what you're getting with each one."

Now you're having a real conversation. You're giving her choices. You're respecting her budget without making assumptions about it. That's the sweet spot.

You Don't Have to Be a Pushy Salesperson

I think this is one of the biggest reasons estheticians struggle with retail. They hear the word sales and immediately think: I don't want to be that person.

Neither do I. You don't need to pressure anyone. You don't need to convince someone to buy something they don't want. You don't need to use cheesy closing lines. You don't even need to be particularly "salesy."

You just need to be confident enough to make a recommendation.

Think about it like this: your client comes to you because you know more about skin than she does. So if you know what you would recommend… why wouldn't you tell her? That's literally why she's there.

Recommend First. Talk Budget Second.

Here's a really simple rule: don't let the price determine your recommendation. Let the patient's skin determine your recommendation.

Ask yourself: What is her concern? What is her goal? What do I believe will give her the best result? What would I recommend if I wasn't thinking about her wallet?

That's your starting point. Then you can have the budget conversation. Because there's a huge difference between "What can I sell her that's affordable?" and "What do I genuinely believe she needs, and how can I help her choose the best option?" The second one is what a professional does.

Let Her Spend Her Own Money

At the end of the day, your client is an adult. She knows what she likes to spend money on. She knows what's important to her. She has her own priorities. And she gets to decide what skincare is worth to her.

Your job is not to protect her from an expensive product. Your job is to make sure she understands why you're recommending it.

So the next time you're holding a $300 product and thinking, "She'll never buy this…" — catch yourself. Ask: "Am I thinking about her needs, or am I thinking about my own purse?"

If it's something you genuinely believe would be best for her, recommend it. Explain it. Show her the value. And then let her make the decision. She might say no. She might say yes. Either way, you did your job. Because you recommended like an expert instead of selling from your own purse.

Remember: results build reputations.