I had a long conversation with a eyelash extensions therapist this week about how on earth one competes with someone who is undercutting you to the point of no return??

This particular eyelash extension therapist said that her competitor was doing lashes for £20 a full set…impossible I hear you say….well, yes I agree with you.  There are a couple of things to remember when researching your competition and worrying about people being cheaper than you.

Firstly, cheap is not always best.  There will always be those who are on a budget and those who can afford to pay for a bit of quality.  That is why there is Waitrose and Tesco!

Being someone whose hobby is olive oil making in Italy, I understand now why cheap olive oils are cheap. Fundamentally, you can’t produce the quality of the expensive olive oils for less.  Really, it is such a labour intensive process that if you want rich green olive oil, sorry, but it’s going to cost a bit more.  If you are prepared to pay that little bit more, you get organic olive oil without pesticides that tastes marvellous on your salad.  I think you are probably getting where I am going with this?

So, eyelash extensions…..You want to do a good job for your client and you want a nice environment to reflects a professional lash technician right?  To produce that, you will have expenses.

For starters, you have to get to your place of work, so that is petrol and car usage, you need wholesale eyelash supplies, you paid for training.  Stop there, not only did you pay for training, you invested lots and lots of time in getting good at what you do, now that also has a value that has to be factored in. There is the time you are spending doing lashes that is your ‘earning time’, time that, let’s be honest, you could spend doing something else if you are loosing money?

Whilst you might love doing your clients eyelash extensions, you don’t want to be loosing money while you are doing lashes, after all, you are supposed to be earning money.  What does one do?

1.Be a secret shopper and actually see what you would be getting for £20.

2.Promote yourself as the expert and be proud that you know what you are talking about.

3.Care about your clients, make sure they get a good experience with you and follow them up.

4.Market yourself as the expert, write a blog, do social media, offer to do demonstrations and talk about your trade to women’s groups, etc etc, the list is endless.

5.Don’t surrender to it, be fairly priced and proud, and make sure you are authentic.  People will soon pick up on the professional energy you give off, and they will never want to go anywhere else.

I remember when I was a therapist, I used to do lots of waxing.  I really wanted to be more specialist and not do so much waxing.  I thought surely if I put my prices up, I may loose some, but at least I would be earning even if I was waxing…well, I never lost one client. Even though they could get it half price down the road, they knew if they came to me, they could get a half leg wax in 15 minutes, go away with hairless, stickyless legs.  They knew if they went down the road, they would still end up with tufts of hair on their knees and their legs would stick together as they therapist left wax on the bikini line!!!

My advice:  Be proud of what you do and be fairly priced.