Last week I had two sales conversations that perfectly illustrated the two types of people I see in this industry — and why your pricing tells you everything you need to know about a person’s mindset, readiness, and future success.
Customer 1: The £300 Basic Botox Delegate
He booked a £300 basic Botox training for next year.
Lots of questions — perfectly fine.
Then came the discount request.
He spoke to me like I was a market trader at Camden Lock.
When I didn’t reduce the price, he said:
“I’ll just go to your competitor.”
My response?
“I don’t have competitors. I dominate. I don’t compete.”
He didn’t like that.
But here’s the thing,:
He’s a dentist.
Imagine a patient telling him:
“I found treatment cheaper down the road — give me a discount or I’ll go there.”
He would hate it.
Yet he felt comfortable doing the same to another professional.
And then it hit me…
If someone is already struggling with a £300 course, asking for discounts before they’ve even started…
They are not ready.
Not financially.
Not mentally.
Not professionally.
So I refunded him.
Politely.
Respectfully.
But firmly.
“It’s not the right time for you — and you’re not the type of delegate I accept into my Academy. Wishing you the best on your journey.”
Because here’s the truth:
If £300 feels like a stretch…
Training isn’t your next step.
Upselling treatment, improving your dentistry, tightening your systems — that’s where you should start.
Customer 2: The £8,000 One-to-One Mentoring Delegate
Same week.
Different world.
A clinician enquires about my four-day, face-to-face 1:1 mentoring programme (£8,000).
I always offer group training first — a softer entry, dip your toes in, see if you like it.
He wasn’t interested.
He wanted 1:1.
He wanted the best.
He wanted fast growth.
I sent him the proposal.
Within one hour, the full £8,000 was paid.
No hesitation.
No discount request.
No friction.
Just a decisive individual ready to level up.
And guess what?
These are always the delegates who get the biggest results.
The most committed.
The most decisive.
The most coachable.
Some of them 8x their income in facial aesthetics within a year.
Because when you pay, you play.
You show up differently.
You execute.
You rise.
Two customers. Two mindsets. Two destinies.
This post will trigger some people — and that’s good.
Because clarity is a public service.
The £300 workshop exists for a reason:
To test the water and see if aesthetics is right for you.
But if you’re financially struggling to invest £300…
Training is not the next logical move.
Stability is.
And on the other end of the spectrum…
There are clinicians for whom an £8,000 investment is simply the next strategic step in their evolution — not an expense, but an accelerator.
Two people.
Two attitudes.
Two outcomes.
Success always leaves clues.
