SALES convos…
The Sales Conversation Estheticians Are Terrified to Have (and How to Have It Anyway)
There’s one sentence that stops more estheticians cold.
And it’s not a chemical peel.
It’s:
“So, do you want to book your next appointment?”
Or…
“Do you want to add the serum?”
Or the big one:
“Would you like to join the membership?”
Suddenly, you’ve forgotten how to speak.
You know the treatment.
You know the skin.
You know exactly what this client needs next.
You’ve spent an hour analyzing her skin, educating her, treating her, answering questions, and creating a personalized experience.
And then it’s time to actually recommend the next step…
…and you disappear.
You soften your voice.
You turn your recommendation into a question.
You say, “You could maybe think about…”
Or, “If you wanted to…”
Or the most expensive sentence of all:
Nothing.
You smile.
You hand her the card.
You say, “Have a great day!”
And then you wonder why your retail numbers are low, your rebooking rate is inconsistent, and your membership is collecting dust.
BABE.
We need to talk.
Because your problem is probably not that you’re “bad at sales.”
Your problem is that nobody ever TAUGHT you how to sell.
Esthetics school taught you technique.
You learned skin science.
Anatomy.
Sanitation.
Protocols.
Products.
Treatments.
But somewhere between learning how to perform a facial and opening your business, someone apparently forgot to teach you the five seconds that can make or break your revenue.
The recommendation.
The moment where you confidently tell the client:
“Here’s what I recommend next.”
And that changes EVERYTHING.
SHIFT #1: STOP ASKING PERMISSION TO RECOMMEND
This is the first one.
And it’s BIG.
You are the expert.
Act like it.
Instead of:
“Maybe you could think about adding LED?”
Try:
“Based on what I’m seeing today, I’d add LED because it will support the inflammation we’re working on and help us get you to your goal faster.”
Feel the difference?
One sounds like you’re asking permission to have an opinion.
The other sounds like an expert making a professional recommendation.
That’s what your client is paying you for.
She does not need you to hand her a menu and say, “Pick whatever sounds fun.”
She came to YOU because she doesn’t know what she needs.
That’s the whole point.
Imagine going to a doctor and hearing:
“Ummm… maybe you could consider this medication? But only if you want to. I don’t know. What do you think?”
You’d be terrified.
You want expertise.
Your clients do, too.
So stop turning your expertise into a suggestion.
You can be warm without being uncertain.
You can be caring without being timid.
You can educate without apologizing.
You are not being pushy when you recommend what you genuinely believe will help your client.
You are doing your job.
SHIFT #2: SAY THE PRICE LIKE IT’S A FACT
This is where so many estheticians accidentally create the discomfort they’re trying to avoid.
They say the price…
…and immediately start apologizing for it with their body.
Their voice drops.
Their eyes dart away.
They rush.
They say:
“It’s $85, but…”
Or:
“It’s normally $120, although I can…”
Or:
“It’s kind of expensive, but…”
GIRL.
You just told your client that the price is something she should be uncomfortable about.
And then you’re surprised when she feels uncomfortable.
Your tone teaches people how to experience your price.
If you act like $95 is outrageous, she’s going to wonder why you’re charging $95.
If you say it like a fact?
Different energy.
“The serum is $85, and I’d recommend using it for the next eight weeks while we work on this.”
Period.
No apology.
No nervous laugh.
No verbal gymnastics.
No explaining your price to death.
Just confidence.
Because the price is a fact.
Your client can decide whether it works for her budget.
That is HER job.
Your job is to make the recommendation.
You do not need to make the buying decision for her before she’s even had the opportunity to make it herself.
This is a HUGE identity shift.
You are not responsible for making your prices comfortable for everyone.
You are responsible for being clear about the value you provide.
Let them decide.
SHIFT #3: BUILD THE SALES CONVERSATION INTO THE TREATMENT
This one will change your entire experience of selling.
Stop waiting until checkout.
By the time your client is standing at the front desk, putting her shoes back on, checking her phone, and mentally moving on to the rest of her day…
you’ve waited too long.
The best sales conversation happens DURING the treatment.
While she’s lying on your table.
While she’s experiencing the transformation.
While you’re explaining what you’re doing and why.
For example:
“Your skin is responding really well to this treatment. What I’m noticing is that we’re getting movement in the right direction, but I want to be more consistent with your hydration over the next month. I’m going to recommend a serum for you to use at home.”
Boom.
You’ve already started the conversation.
You’ve explained the problem.
You’ve connected it to her goal.
You’ve established the solution.
And now, when you get to checkout, you’re not awkwardly trying to sell something out of nowhere.
You’re simply continuing a conversation that has been happening throughout the appointment.
Same with rebooking.
Instead of waiting until the very end and nervously asking:
“So… um… do you want to book again?”
Tell her during the treatment:
“Based on where your skin is today, I want to see you again in about four weeks. That will give us enough time to continue progressing without losing momentum.”
You’re not begging for a booking.
You’re creating a treatment plan.
THAT is what an expert does.
AND NO, THIS DOESN’T MAKE YOU “SALESY.”
I know what you’re thinking.
“But I don’t want my clients to feel like I’m always trying to sell them something.”
Good.
You shouldn’t be.
But there’s a HUGE difference between pushing products someone doesn’t need and confidently recommending products, treatments, and services that genuinely support the outcome they told you they wanted.
One is pressure.
The other is SERVICE.
If your client tells you she wants brighter skin and you know exactly what she needs to support that goal, staying silent isn’t somehow more ethical.
It’s just leaving your expertise on the table.
And sometimes you’re so afraid of being “salesy” that you actually become LESS helpful.
Think about that.
You already know what you would recommend if she were your sister.
You already know what would help her skin.
You already know when she should come back.
You already know which product makes sense.
So why are you withholding that information because you’re afraid she might say no?
NO is not an emergency.
Let her say no.
You’ll survive.
And she might say YES.
But she can’t say yes to something you were too afraid to offer.
That is the sales conversation you need to master.
Not some manipulative script.
Not a fake personality.
Not used-car-salesman energy.
Just YOU, fully activated as the expert you already are.
The woman who can look at her client and confidently say:
“Here’s what I recommend.”
Then explain why.
Then say the price.
Then shut up.
No scrambling.
No discounting.
No nervous laughter.
No backpedaling.
Just certainty.
Because you’re not becoming a salesperson.
You’re becoming the CEO who knows how to communicate the value of her expertise.
And that woman makes more money.
Not because she became pushier.
Because she stopped hiding.
Sell Like You Mean It walks you through this exact conversation—word for word, moment by moment—so you can sell in a way that actually feels like YOU.
No cringe.
No manipulation.
No used-car-lot energy.
Just confident recommendations, clean communication, and the ability to finally get paid for the expertise you already worked so damn hard to build.
You don’t need to become someone else to make more money.
You need to stop shrinking the woman you already became.
Now say the thing.
Make the recommendation.
Name the price.
And let the client decide.
That’s not being pushy.
That’s being the expert in the room. 🔥