Stop Discounting: How to Sell Premium Treatments Without Feeling Pushy

By Dr. Nicky Potgieter

One of the most common questions I get from aesthetic doctors is:
“How do I raise my prices—or stop discounting—without losing patients?”

And my answer is always the same:
You don’t need to push harder.
You need to position better.

In aesthetics, your patients aren’t just paying for product or procedure—they’re paying for trust, expertise, and outcome. The problem is that too many practitioners are undervaluing those things, and leaning on discounts as a crutch.

The Hidden Cost of Discounts

Let’s be honest—offering “20% off this month only” might fill your schedule temporarily. But here’s what it’s really doing:

• Trains patients to wait for deals

• Devalues your expertise and time

• Attracts bargain hunters instead of loyal patients

• Erodes your profit margin

• Keeps you in hustle mode instead of growth mode

Discounting might feel like the easiest way to drive demand—but in the long run, it’s one of the fastest ways to undercut your business.

What’s the Alternative?

The goal isn’t to sell harder. It’s to build value so clearly and confidently that the right patients choose you—without needing a discount to justify it.

This is what I teach in the Business Accelerator, and it starts with shifting your mindset around sales. Selling doesn’t mean convincing. It means guiding.

3 Ways to Sell Premium Treatments Without Feeling Pushy

1. Lead with the Transformation, Not the Treatment

Don’t sell toxin. Sell the confidence it creates. Don’t sell skin boosters. Sell the glow, the self-esteem, the long-term care plan.

When patients see the outcome, they stop comparing prices and start focusing on results.

2. Create Structured Offers, Not Single Sessions

Premium practices don’t sell one-offs. They sell journeys. Bundle your expertise into structured, results-focused packages that demonstrate value and build trust.

This also increases average spend and makes pricing feel more purposeful—not random.

3. Use Trust-Based Sales Language

Pushy selling sounds like: “You should really do this today.”
Trust-based selling sounds like: “Based on your concerns and goals, here’s what I’d recommend as a treatment plan—shall we map it out together?”

You’re not persuading. You’re partnering.

Patients Will Pay Premium—If You Deliver Premium

The truth is, patients will pay more for:

• Clarity

• Confidence

• Consistency

• Outcomes

• An exceptional experience

But first, you need to believe that your time, skill, and care are worth it.

Final Thought

If you’re tired of discounting to stay competitive—or feeling awkward when presenting your pricing—it’s time to rework your positioning, your packages, and your mindset.

Your work is worth more.
And your patients will feel that the moment you believe it.

Want to learn how to build premium offers that sell themselves?
That’s exactly what we do inside the Business Accelerator.

Let’s stop discounting—and start building the business you deserve.

– Dr. Nicky
Founder, Aesthetics 360