How to Create the Signature Menu That Makes It Easy for Clients to Say Yes

Summary

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Episode Overview

Podcast: Med Spa CEO
Host: Heather Terveen
Episode Title: How to Create the Signature Menu That Makes It Easy for Clients to Say Yes
Date: October 22, 2025

Heather Terveen, strategist and mentor to med spa leaders, unpacks a transformative approach to building a med spa’s menu. She shares why crafting a "signature menu" centered on client transformation—rather than a mere price list—dramatically enhances profitability, guides better consultations, and streamlines marketing. The episode delivers a practical process for mapping patient journeys from current struggles to desired outcomes, ensuring every team member can confidently sell high-value packages and memberships.

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Key Discussion Points & Insights

The Transformation-Centered Business Model

• Focus on Results, Not Just Services

  • Heather emphasizes that every service-based business should be "helping certain humans get from where they are now to where they want to be." (00:00)
  • The more a business obsesses over client transformation, the more inspired and profitable it becomes.

• Menu as a Psychological Tool

  • The menu should be viewed as a tool to communicate transformation, not just a list of services or prices.
  • Bundling services into packages or protocols makes the client journey clear and appealing.

The Problem with Traditional Menus

• Decision Fatigue

  • Citing research, Heather states, "Decision fatigue reduces purchases by about 40%." (05:06)
  • Overwhelming lists lead to fewer sales; streamlined, outcome-based offerings drive higher conversion.

• Industry Data on Bundling

  • AMSPA research shows that bundling services increases annual client spend by 25–40%. (05:18)
  • Focusing on "average visit value" and "lifetime customer value" leads to sustainable growth.

Building the Signature Menu: Step-by-Step Framework

• Patient Journey Mapping

  • Use "stick figure" mapping with Point A (client’s current problems) and Point B (desired results/outcomes). (06:31)
  • Example: For a 47-year-old woman, list issues like "dull skin, laxity, dark spots, jowling" (09:24), and target outcomes such as "brightened, tightened, glowing, refreshed" (10:05).

• Categorize Services According to Patient Types

  • Identify 3–5 patient avatars (e.g., acne sufferers, menopausal women, body sculpting clients).
  • For each, break down their struggles and match them to aspirational results.

• Design Packages, Programs, & Memberships

  • Use CSPs (Comprehensive Signature Packages) and BMOs (Branded Mini Offers) as outlined in Heather’s CVS menu framework.
    • Quote: "Those CSPs are comprehensive signature packages. Those BMOs are those branded elevated mini offers." (10:27)
  • Dump every treatment and product into potential protocols without limiting recommendations by assumption.

• Craft Consults & Marketing Hooks from This Framework

  • Menu mapping gives clear consult scripts and endless marketing "hooks."
    • Quote: “If I'm talking to somebody who has dull skin, dark spots, jowling...in your content, it's like Dan Kennedy says, it's that dog whistle. You are calling in that very specific person.” (11:18)

• Menu as a Team Selling Tool

  • Clear packages empower all team members—even new injectors—to confidently sell, as they understand the transformation journey.
    • Quote: "This helps you ensure that everybody on your team actually understands, okay, these are the problems and the solutions that our ideal people are coming to us for." (12:34)

Annual Consults & Long-Term Relationships

• The 'Patient365' Model

  • Heather advocates offering a one-year roadmap for every client, emphasizing annual consults to build long-term loyalty.
    • Quote: “I am obsessed with you guys having annual consults and having a one year roadmap that you give every single patient.” (07:52)

• Reverse-Engineering Offerings

  • Encourage practices to start with their ideal patient type and build the menu, consult flow, and marketing accordingly.
    • Quote: “You get to decide who it is you want to serve. So choose wisely who you want to attract more of.” (15:54)

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Memorable Quotes & Moments

• “Decision fatigue reduces purchases by about 40%.” (05:06)
• “When you bundle or put protocol driven things together, those practices see 25–40% higher annual spend per patient.” (05:18)
• “Your menu is a psychology tool, not a design tool.” (12:20)
• “[In content creation,] it's like Dan Kennedy says, it's that dog whistle. You are calling in that very specific person.” (11:18)
• “You get to decide who it is you want to serve. So choose wisely who you want to attract more of.” (15:54)

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Important Timestamps & Segments

• 00:00–01:29: Introduction to transformation-centric business model
• 05:06: Research and statistics on decision fatigue and bundling (key data segment)
• 06:31–07:52: Visual mapping of patient journey and introduction to the Patient365 concept
• 09:24–10:27: Detailed patient problem and outcome mapping
• 10:27–12:34: Explanation of CSPs, BMOs, and their use in menu design
• 13:55–15:54: Guidance on who to serve and reverse-engineering menu and consults
• 15:54–17:45: Final motivational call to action for listeners

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Action Steps & Takeaways

• Audit Your Menu: Identify if your current menu communicates transformation or merely lists services.
• Map Key Patient Types: List out their problems and desired outcomes.
• Create Bundled Offers: Develop signature packages and programs tailored to each patient journey.
• Align Consults & Marketing: Ensure all team members and your content reflect the signature menu’s focus.
• Commit to Annual Consults: Build loyal client relationships and higher lifetime value.

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Summary Tone:
Empowering, practical, and results-driven—with Heather’s approachable, motivational style shining throughout. This episode offers both mindset shifts and concrete steps for med spa owners to transform not only their profits but their daily fulfillment and patient impact.

Transcript

[Heather Terveen]

Every service based business should be helping certain humans get from where they are now to where they want to be. The more you can get super obsessed with this transformation and the more you actually design your entire ecosystem to be a factory for helping folks get from point A to point B, the more you will find that you not only become more profitable, but you become more inspired by your very business because you've doubled down on helping humans that you want to help.

[Podcast Host]

Are you growing a business or creating the Most sought after MedSpa in your market? Welcome to the MedSpa CEO podcast where growth means better results, bigger profits and a schedule that actually gives you your life back. I'm Heather, strategist to the industry's most profitable esthetic practices. From solo injectors to multi seven figure teams, I'm here to help visionary leaders like you package your brilliance, scale with clarity and build a business that feels as beautiful to run as the results you give your clients. It's time to set the standard, not blend into the industry noise. If you're ready to lead, to be seen and to grow a category of one brand, you're in the right place.

[Heather Terveen]

Hey beautiful friend.

[Podcast Host]

If you're a longtime listener of the.

[Heather Terveen]

Podcast who's been dying to work with me but hasn't pulled the trigger yet, I have an incredible opportunity to work.

[Podcast Host]

With me for a fraction of the cost.

[Heather Terveen]

If your estheticians can't explain your signature.

[Podcast Host]

Plans or your new injectors panic every.

[Heather Terveen]

Time they have to sell a high.

[Podcast Host]

Ticket consult, it's not their fault.

[Heather Terveen]

It's the system or more specifically, your lack of one.

[Podcast Host]

That's exactly why I built Ask Heather AI, the first strategist level tool for aesthetic and wellness CEOs who wanna scale with precision and stop flying by the seat of their pan. Inside, you get three powerful tools, each designed to solve the exact gaps that keep your growth tied to you. Turn your basic menu into a branded high ticket signature offer suite your whole team can sell. Train every team member to lead premium consults with confidence, even if they've never sold a thing. Write magnetic messaging that attracts premium patients without sounding like every other clinic online. These are the same frameworks we've used to scale clinics to seven figures and beyond. And they used to cost five figures to access. Now you can have them in your back pocket. Try ask Heather AI for 30 days and see what happens when you stop guessing and start scaling with words that work. Head over to heathertraveen.com trial to learn more.

[Heather Terveen]

Well, hello my beautiful friend. Welcome back to Another episode of the podcast. Today's topic, we are diving into how to create a signature menu that actually sells the transformation that your clinic or practice wants to become known for. And we're going to unpack. First of all, the number one silent killer for all of you is not dialing in an effective and consistent way to actually communicate transformation. You oftentimes are relying too heavily on the service or the product or the technical feature of something, rather than doubling down on your menu, your consults and your marketing all being designed to let your best patients and clients know how you actually can create transformation for them. So the question then becomes, how can we do this so that we attract more patients in our marketing that actually want the big transformations that we're able to provide for them? And then once they're come inside and we're talking to them face to face, how do we ensure that we have done our best due diligence so they can actually understand what they can pick and choose that's going to help them solve their problems and help them get the outstanding outcomes that they want. So your menu is not just a price list, it's obviously a sales system, but it's also how you are able to convey the transformation that your clinic wants to become known for and that your clinic are the absolute authorities and experts in. So we know that there's a few things that the data and evidence shows us when it comes to consumer behavior. So decision fatigue reduces purchases by about 40%.

[Podcast Host]

Okay.

[Heather Terveen]

That's what the science shows us, the research shows us. And then AMSPA has recent data that shows that when you bundle or you put protocol driven things together, Those practices see 25 to 40% higher annual spend per patient. And that is the name of the game. If you are new around here, then you may not know that we become obsessed with two key numbers, I.e. the average visit value and the lifetime customer value. When you become obsessed with those two key numbers in your business, there is no way that you can't build more sustainable long term growth. It gives you like a metric to actually tie it around. So I'm very bullish on all of you having a signature menu of packages, programs, plans, a signature membership, right? Everything that is kind of crafted to help you understand. So this is one of those episodes. If you're listening on audio, you may want to come over to the YouTube channel. You can go to YouTube, search for Heather Terveen, find my YouTube channel, hit the subscribe button and then watch the video because I'm going to be drawing Some things on my trusty whiteboard here. So basically I have two stick figures here, one at point A and then point B. Okay. And so I'm going to walk you through sort of the high level of something I call a patient365. But what I really want you to understand is that your offering, okay, so your menu should be designed to help a certain person get from point A to point B. Okay? So your entire practice should be designed to help. Every service based business should be helping certain humans get from where they are now to where they want to be. And the more you can get super obsessed with this transformation and the more you actually design your entire ecosystem, ecosystem to be a factory for helping folks get from point A to point B, the more you will find that you not only become more profitable, but you become more inspired by your very business because you've doubled down on helping humans that you want to help. Now you may have three to five different sort of patient avatars that you're helping get from point A to point B. Right? So if you have acne, you might have one sort of patient type if you will. And then we call it a patient 365. Because I am obsessed with you guys having annual consults and having a one year roadmap that you give every single patient that frequents your clinic, practice or med spa every single year. They know that you make long term, holistic game plans for them because you want to partner with folks that are with you for the long haul. And so every single year you walk your patients through this. So whenever I have a client that is struggling with coming up, maybe with menu items, or they're struggling with their marketing, you know, coming up with marketing ideas or they're uncertain how to help themselves or their team members actually create that consult conversation or walk somebody through them, I will come and usually sketch this out because it will help actually really give clarity. So let's just take me, I'll take me as an example. I'm a 47 year old woman who is interested in investing in esthetic treatments every single year, taking care of myself as well too, and really looking like a refreshed natural version of myself. Okay? So let's take me or a woman like me and what we're going to do is on the left hand side, we are going to actually unpack the problems that she has.

[Podcast Host]

Okay.

[Heather Terveen]

That I have, and we're going to write them here.

[Podcast Host]

Okay.

[Heather Terveen]

And then on the right hand side, we're going to actually have the outcomes that she wants wants to have, right? So over here it might be dull skin laxity, dark spots, jowling under eye hollows or darkness.

[Podcast Host]

Right?

[Heather Terveen]

Tired of looking tired, right? And this goes on and on, right? This is not comprehensive, right? And so you really want to unpack this heavily for this particular person, right? And then the outcomes, you're going to do the same thing over here where you're going to write, you know, brightened, tightened, glowing, refreshed, you know, all the other things that she's telling you she wants outcome wise over here, right? So over here we got the problems, over here we got the outcomes that you want to help them achieve. Okay? And so when we're looking at designing your menu, the tool is really that we want your packages, your plans, your membership, right? Your CSPs, your BMOs. If you are familiar with our CVS menu framework, right? So the CSPs are comprehensive signature packages. Those BMOs are those branded elevated mini offers. You might have a signature program. Now, if this was an acne person, this might look different, right? If this is like a weight loss HRT person or just weight loss body sculpting, it might look different, right? But the same formula is true. We're going to look at the problems they have and then the outstanding outcomes, and then we're going to design menus and packages that actually are going to help our ideal person get from where they are now to where they want to be, right? So we might have, you know, the Glow up membership. We might have, you know, there might be more than one CSP here. There might be like a contour package, a brightening package, right? But before we even get there, I would just dump all of the treatments, services and products that, you know that if you weren't limiting the scope of your recommendations by any preconceived notions you have about these humans, you would put down what treatment plan and clinical protocol that you would have, and that would help inform your signature menu. This helps inform your signature menu. It helps inform your console. This is how when we are looking at creating marketing content and when people feel stumped around their marketing content, I will always say I will pull this up and we will start actually unpacking. Like, you know, if we're looking for hooks, we can go right here to create hooks, right? Because if I'm talking to somebody who has dull skin, who, who has dark spots, who is jowling, like, if you're a menopausal woman who feels like you're tired of looking tired in your content, I'm like, it's like Dan Kennedy says, it's that dog whistle. You are calling in that very specific person, right? And it's the same thing when you lead with outcomes too. And then ultimately you can share what unique signature menu items actually help your folks get from here to there. But ultimately your menu is a psychology tool, not a design tool. It's a psychology tool to help your ideal patients understand how you get them from point A to point B. Right? They're designed to help you convey and package the transformation that your human is really looking for to achieve and at scale. This helps you ensure that everybody on your team actually understands, okay, these are the problems and the solutions that our ideal people are coming to us for. And this is how we have and we are able to design signature plans that eventually become part of our annual consult system that we are able to walk a human through. So this is exactly what we do and help you do inside of our program that is called Signature Menu Set Sells. And right now, for those of you who are watching this, who are interested in actually implementing this system, we have some crazy bonuses right now. There is an opportunity to actually we're doing a live menu workshop series. So if you you are watching this in real time, we will have multiple live menu workshops where you will get the opportunity to come on a call with me live where I can actually help audit your menu items so that to see like how I can help you actually and help everybody who comes to the call be able to re engineer your menu items so that they are that much more well positioned and powerful. If you're interested in learning more, we'll link this up below this video or in the show notes of the podcast. You can also DM me on Instagram over eatherturveen the word signature and we will send you more information. So really truly though, our goal is if we can double down on being a results driven med spa, practice, esthetic clinic, wellness clinic. If you're doing hrt, it's the same sort of formula, right? If we double down and we become evangelists for achieving outstanding outcomes for certain types of patients, you will find that you will start to magnetically attract these patients in your marketing. You will start to have you and your team members be able to get more folks on comprehensive game plans are going to actually create even better outcomes for them and then you can take those outcomes and start your using them in your front end marketing as well. So my friend, I want you, your homework is to go sit down and actually take you get to decide. I mean, the beauty of this is that when you are creating your menu, your consults, and your marketing, you get to decide who it is you want to serve. So choose wisely who you want to attract more of. Who are the humans that you want to become known for creating the most outstanding outcomes for? And then backend. Engineer your menu, your consults, all of it for them. But the starting point is your menu. Making sure you have that robust signature menu that actually walks patients through so that you and your team members from every single point of the customer journey are able to convey the transformations and how your clinical protocols can actually help transform your patients to help them, you know, overcome their problems and achieve the outcomes that they want as well. All right, my friends, that is what I have for you this week. We will see you next week.

[Podcast Host]

That's it for today. Today on the MedSpa CEO podcast, if this show's been valuable to you, the best way to say thank you is to leave a quick rating and review. It means the absolute world to me. I read every single one. And it helps more women like you find the support they need to grow something they're proud of. I'm so glad you're here.