Sometimes the simplest advice can make the biggest impact, especially when navigating the challenges of sales in a competitive industry. Recently, I sat down with Whitney, a med spa owner who’s juggling multiple responsibilities and looking to refine her sales process.

Our session focused on tackling a common pain point: how to bring in quality leads without getting bogged down by price shoppers or low-intent inquiries.

Here’s the inside scoop on how we worked through these challenges—and some actionable tips you can use in your own business.

Pre-Qualifying with Purpose: The Deposit Dilemma

Whitney was seeing a steady flow of leads, but many just weren’t converting. Often, customers would go through the entire process only to back out because of budget constraints. Her question was straightforward: “How can I pre-qualify better without scaring people off?”

The answer? A deposit. But not just any deposit. Whitney was already using a $50 deposit to encourage commitment, but we explored reframing it as more than just a fee. Instead, we positioned it as a way for customers to get a dedicated, one-on-one consultation that would help them understand their options, including pricing ranges.

Key Takeaway: Framing your deposit as an investment in clarity and peace of mind can help customers feel that they’re buying more than just a spot on your calendar—they’re buying expertise and a trusted guide in a sometimes overwhelming market.

Leveraging Stories to Build Trust

One challenge Whitney shared was that her team was struggling to connect with potential clients over the phone. The team had a script, but it felt too “sales-y” and didn’t connect emotionally with the customer.

We discussed the power of storytelling. Instead of starting with a checklist of offerings, the team could start by sharing stories about clients who had similar needs. For instance, when talking about filler treatments, her team could say, “We had a client come in recently who, like you, was a bit hesitant but wanted a natural look for her daughter’s wedding. She left here with just what she wanted—and the confidence to look amazing in her photos.”

Key Takeaway: Stories allow potential clients to see themselves in a successful outcome, fostering trust. Use real-life examples that align with what the client is looking for to turn a transaction into a relationship.

Price Transparency—Without the Sticker Shock

Price sensitivity is real in the med spa industry, where treatments can vary widely based on customization. Whitney’s customers frequently wanted to know pricing upfront but sometimes backed out when given a range, even before they could understand what each option entailed.

To address this, we discussed an “anchoring” approach. By providing a high benchmark first—“our highest-end treatments can run up to X”—we create a mental range for clients that allows smaller, more affordable options to feel less overwhelming.

Key Takeaway: Instead of giving a strict price point, provide a range anchored by a high-end option, which allows clients to feel comfortable with lower-tier services without feeling “sold to.”

Building a Referral Program: Amplifying Word-of-Mouth

Whitney’s goal was not only to generate new leads but to build loyalty with existing clients who could then refer her to friends and family. Her current program offered a $75 referral bonus, but it wasn’t bringing in the volume she wanted.

We explored adding incentives for her clients who are pleased with their results to bring in like-minded referrals. Not all advertising dollars need to go into cold ads; empowering your best clients to become advocates can turn a one-time sale into a steady stream of new leads.

Key Takeaway: Turn satisfied clients into your marketing team. Consider raising referral bonuses or creating “referral rewards” that accumulate for loyal customers, adding a personalized touch to your marketing.

In each of these cases, small tweaks in approach—from how we frame deposits to adding customer stories—helped Whitney build a smoother sales pipeline.

Sales coaching isn’t about magic fixes; it’s about finding strategies that match your style and make your customers feel valued.

If you’re looking to overcome similar challenges, try implementing one of these techniques, and let us know about your results.