I recently found myself coaching down under for a conference for Lash Vision Leaders with my good friend and fellow lashpreneur, Kimberley Haworth.

Lash Vision Leaders is the cream of the crop of Australian business owners looking to set some regulations and standards for lash artists in Australia. At the moment, it’s an unregulated industry in not only Australia but in many places across the world.

There was one major concern that kept popping up throughout the length of the conference. It was the shared fear amongst lash artists that cheap prices are dragging down the value of eyelash extensions.

I get why they’re worried. I mean, look at what happened with the manicure industry. You can literally get a pedicure for less than $20 and we do not want our industry to go down the same, cheap route.

So, what are we going to do about it?

Let’s start by getting one thing straight….

Cheap lash artists are NOT your competition.

Don’t believe me? Tune in to the podcast, watch the video below or keep reading to find out more and what my number one biggest takeaway was from coaching in Australia.

{If you want to listen to the podcast episode on this topic, click on the player at the top of the post. Alternatively you can watch the video below, or read on…}

 

Lashing is serious business!

 

Being surrounded by so many women and men who all want the best for our industry was wonderful. I really felt like I was in my element and we all had the same end goal – to establish industry standards and regulations.

 

Yes, it’s not the most glamorous side of the business, but it’s a necessary one. After all, we want to better our industry and to be seen as a serious business. However, many talented lash artists are hacking their prices. They’re doing so because they think they’ve got to compete with the cheaper lash artists.

 

I see the exact same thing in the U.S too, when lash artists feel like they have to charge low prices to compete.

 

If you run a business in a city or state with a highly saturated market, the pressure to keep prices low can be overwhelming.

 

But I’m here to tell you that reducing your prices is not the answer. You shouldn’t fear other lash artists who are charging less than you because they’re not really your competition.

 

I did an episode of Lessons of a Lashpreneur called, “Why Someone Charging Less than You is Actually a GREAT THING,” which goes into all of this in more detail. So, if you want to find out why the cheaper lash artists in town could help raise your profits and the success of your business, I highly suggest you check out that episode too.

 

The Blue Ocean Strategy

 

I taught the Blue Ocean Strategy during my coaching workshop in Australia and it’s also something I teach inside of The Lashpreneur Society. It’s designed to help you identify who your market is, how you serve them and your unique selling point.

 

We also explore the truth behind the idea that who you think is your competition is not really your competition.

 

Think about it. A novice lash artist who charges half of what you charge and probably does it from their home is not your competition. It’s the same thing with the lash franchises that are popping up all over the place. They’re not your competition either because you’re not competing for the same clients.

 

To help put this in perspective for you, imagine yourself as a customer craving your next caffeine fix. You have two choices. You can either go for a 711 coffee or a Starbucks coffee. It’s your choice. Yes, it’s just coffee. But one is significantly different than the other. 711 coffee gets the job done but it’s not as customizable as a Starbucks coffee. They’re two different coffees, each offering the customer a different experience.

 

It’s the same thing with you and the lower priced lash artists in your area. You both do lashes but one is arguably better in terms of the experience and quality of lash work than the other.

 

Not to be cheesy, but there is only one of you. And, your competitors can’t be you, no matter how hard they try or how low they cut their prices.

 

There will be customers who will always go for the cheaper option and there will also be customers willing to pay more for a better experience. Those are the type of customers you want to attract to your business.

 

 

How to attract the right type of clients

 

If you charge higher prices, you don’t need to compete with the cheaper lash artists.

 

You just need to learn how to market yourself to the type of client that’s willing to invest in their lashes.

 

Focus your marketing on the value and the end result of your services, not the price tag. You shouldn’t have to explain yourself or your prices to anyone. If a customer appreciates value and they want to invest more in the overall experience and end result, they’re much more likely to choose a higher priced lash artist over a super cheap one.

 

If you are tempted to offer crazy discounts to try and bring a flow of clients to your salon, it still doesn’t guarantee anything.

 

Even with cheaper prices, you might not get the spike in bookings that you were hoping for. When this happens, it’s likely your marketing that’s the problem and keeping them from coming to your business.

 

 

Experiment with your marketing

 

Are you guilty of sticking to the same marketing tactics that deliver mediocre results at best?

 

The definition of insanity is doing the same thing over and over again and expecting a different result.

 

If you’re not attracting the right clients, it’s because your marketing is speaking to the wrong ones.

 

If you’re a high-priced lash artist and you’re not getting as many clients through the door as you would like, it’s time to switch up your marketing. Try something new. Experiment with different marketing strategies until you find one that works for you.

 

You have to be proactive and start marketing your business properly. You can’t stick to the same strategy forever either. You need to keep up with algorithm changes and try new things as they come.

 

If you’re new to marketing and not sure where to start, I suggest choosing one marketing strategy and going all in on it. Trying to juggle too many things at once might be overwhelming for you if you’re not much of a marketer.

 

So, dip your toes in and go all in on one strategy at a time.

 

Experiment until you discover what works for you and what doesn’t.

 

Are you stuck? Maybe you’re not sure what direction to take your marketing strategy next or perhaps you’re fearful that your prices are what’s keeping clients away? Whatever it is that’s holding you back, I’d love to hear from you.

 

You can message me on Facebook or Instagram with your problems or any questions that you may have! I can’t wait to hear from you!

 

Have a Good One!

Tara Walsh

The Lashpreneur