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There was a study done by Bain & Co. That increasing your average ticket value by just 5% can boost profitability by 25 to 95%. So selling premium solutions maximizes the value of every single client and patient relationship that you have, which is absolutely critical. So it can sound like, oh well, we're doing customized treatment plans and some of our providers are doing great, some of them aren't. But like, I just want to compel you that this can have a absolutely life changing impact on your business's ability to bring in more revenue profitably as well. Welcome to the MedSpa CEO podcast where I teach you how to grow and scale your med, spa or aesthetic practice so that you can have the income and impact you know you were meant for without overwhelm, stress or feeling like you have to sacrifice your personal life and happiness to do so. It's totally possible for you and your business. Plus simpler than you think. Keep listening to find out how. Why hello my friend. Welcome back to another episode of the podcast. I'm so pumped you are joining me today. Today we are talking about a topic that is something that. Well, I first want to share something. So you know, we just got through the holidays and we have been. I don't know if this happens with any of you that have children, but what we have eaten in the last and in fact I was talking with Danny who's on my podcast team about this as well. And just like how sometimes over the holidays because of eating out and going to family functions and having visitors and multiple events, you don't end up eating as healthy and as even consistently the things that you would eat normally during a period of time where there's not the holidays and all these events and what have you. So my kids really have been eating not great. Like not as healthy as they would have been eating. A lot more sugar, a lot more just crap if you will. Now generally speaking, I would say my kids are pretty darn good as a whole. My youngest, we're still trying to widen the scope of her palate so that she eats more than like five things. But overall when I look at a bunch of their friends and stuff, they eat pretty healthy. But this last month or so they have not been eating great. And with my youngest have really been trying to encourage her because of my three, she has the hardest time eating things that are healthy, vegetables, proteins and what have you. And so I have been really selling her on the idea that the eating healthy one is going to make her feel better. I think she has sensitivity to some of the crappy food that she's been eating, as oftentimes kids do. But she also loves playing softball. She cares about her skin and how her skin looks and like having a healthy diet is going to help her. And so I've been researching and reading and giving her different sort of facts and sharing with her how unhealthy eating is actually showing up and giving her some things that she doesn't like. Like she doesn't want to break out. She wants to be really strong and in shape for softball so she can grow stronger and throw harder and run faster and do all of those things that really having a good, nutritious, healthy eating plan is going to do. And so for the last, it's been longer than the last few weeks or month. I've really spent a lot of time selling her on this idea. And the reason why I'm selling her on it is because I care about her. I care about her health, I care about what she puts into her body. And I also care about that I'm setting a really good foundation for her growing up. I'm sure many of you who are parents can relate to the idea of trying to sell your kids on the idea that healthy eating is going to be in their best interest. So there's many creative ways around doing this. Right? One is finding, like, really associating healthy eating with the things that matter to her as well, too. Okay, now, as I share that story with you, was there anything slimy or sleazy that you believe about the fact that I was selling my daughter on the idea of healthy eating? For most of you know, for most of you normal, wonderful humans know, because you're like, no, this is a mom who's trying to sell her daughter on having a more nutritious diet so that she can be more healthy and so she can live a long, healthy life. Well, today we're talking about how many of you have a different definition for selling and how selling is absolutely not sleazy. Selling is a critical part of you being able to help your clients and patients, your customers, right? Be able to actually get the benefits of your amazing services, treatments and solutions. And today we are diving into how to sell premium solutions without sleazy tactics. But the first thing that I have to compel all of you to shift your thinking around is this idea and belief that selling is sleazy to begin with. I've been talking about it a lot recently if you've been listening to podcasts or following me on social media. But some of these like how I'm being misunderstood in some of the ads that I have running right now. And one of the comments that I got was from somebody who is saying, we don't sell. We help and we educate. And I beg to differ. All of you are required to sell. Selling is just the idea of a transference of value, right? You're patients or clients are gonna give you money as value and you are gonna exchange the value of the services, treatments and products in exchange for that money. That is all selling. Selling is the word we use about the communication of that process. And in our industry, especially with women, especially many of you believe that selling is gross, selling is sleazy. For some of you, it's like selling is even beneath you, right? And I want you to know that if you are somebody who can relate to that, that you unintentionally, inadvertently are limiting, you're giving yourself an upper limit by having that belief. And so if you are running a business, selling is not optional, okay? I always say you are not in the business of delivering your services and treatments. You are actually in the business of selling and marketing those services and treatments that you deliver. If when somebody tells me, like, I'm just not a sales and marketing person, like I just don't care about sales and marketing, or like I just have no interest in sales and marketing, or I don't, I mean, I literally, business owners have said those words to me and I don't think they realize how incredibly delusional that sounds, how delulu that sounds, right? If you are somebody who has no interest in selling and marketing, then you should honestly be an employee in somebody else's business. You should be a provider in somebody else's business. Because if you're a business owner, you are actually in the business of selling and marketing the thing that you deliver to. So today we're going to talk about why selling is crucial for your business. We're going to talk about how to get you and your team members to be able to sell more. And then we're going to talk about what types and I'm going to give you our framework for consultations that are able to help you sell premium solutions and every single week inside of your practice and clinics and med spas too. So I always remind folks of my definition of selling. And so if you have a negative connotation with selling and whatever definition pops in your mind of selling, I always remind you that selling is simply making offers to help. We are simply being a matchmaker for what it is that the person in Front of us, the potential client, the patient that you have in front of you, what their problems are, what their desired outcomes are. And then we're matching them to the solutions we have that are going to blow them away with solving that problem or helping them get outstanding results. And so there's a real cost to not selling. Okay? There's a literal cost to not sell. Of course, there's the money cost of you not being able to bring in as much money, not be as profitable, all of those things. But when we are under recommending, which is what ends up happening, if you're worried about selling, if you believe selling is sleazy, if you believe selling is slimy, and this goes for you or any of your team members, the result is an under recommendation of the services, treatments and products that you carry, which ends up lowering the outcomes that you are able to help your patients and clients achieve, which ends up lowering the positive experience that those patients and clients are having. Ultimately, like that lackluster results that ends up happening from the under recommendations actually negatively impacts the reputation that you are trying to build. Okay? The other thing is that if you believe selling is like, beneath you or like, we don't sell, we just educate and help. Which was like one of the comments I got. And I'm like, first of all, it's just not true if you are, if you are collecting money. If you're collecting money and you're not a nonprofit, this isn't a hobby, then you are selling. And so I really challenge all of you to really, really change and shift your beliefs around selling, because this permeates your entire practice. And I've worked with so many leaders, so many CEOs and business owners who have this negative belief around selling. And it's not a surprise when I start coaching their team members that those team members have the same belief as the leader, because the leader ends up projecting and really being a lighthouse for what the company's culture and values are. And if you don't value selling, then nobody else in your business is going to value the selling either. Okay? So according to a Harvard business review study, 70% of businesses that don't prioritize selling and marketing fail within the first decade. So I want 70% of businesses will fail if you don't have a prioritization around selling. And I can give you so many examples of this, but many of you will hear this stat and already think in your mind, like, when you think about running your business, what percentage of the time are you spending effectively creating and coaching your team and creating systems of improvement around your selling. How much of a prioritization is improving your selling actually on the list of priorities that you have? For many of you, it's lower on the list, right? It isn't a prioritization. And the results are in your revenue. You know, harsh truth, like the results are in the revenue and the profits that you are not able to achieve. And it's because selling is lower on the list of priorities. And so I think it's important to say unapologetically to you that like, you know, studies show 70% of businesses fail within that first decade because they haven't prioritized selling. So it's a key part of leadership in a business selling. And what's funny is like we're like, if you're a for profit business, you're not like a 513C, but a critical part of nonprofits too, as a total sidebar is being able to sell and fundraise too. So you're selling all the time, right? Like, like I gave the example with my daughters. If I want to go to a certain restaurant, my husband wants to go to a different restaurant, which this is a really bad example because I, I like Bryce to pick the restaurants in general, but if you will. But if I'm trying to sell Bryce on a new restaurant, like, that's selling him on the restaurant, right? So selling, I want you to start to notice as you go out into life how often you are selling and compelling people. When you send out an invitation for a party, believe it or not, that's a little direct mailer for sales piece for the party that you're sending or if it's the Evite or what have you that is selling people on coming to your party. Okay. We're selling all the time as humans as part of our communication. So let's move on. Now, how do we actually sell premium solutions consistently across team members? How do you actually improve the selling that you're doing? So a client recently shared with me and she is newer to working with us and so we were chatting about her business and they've been in business for a long time and they're really, they've had a lot of success and they're actually really busy. They're well liked by clients, but there's no consistency in how they recommend or sell services. Some team members sell a lot, others hardly at all. And she was really describing that. There's just a lack of clarity and cohesion. Okay, so in order to sell really premium solutions every single week, And I want to remind you of a stat that I gave recently because I think that when I talk high level about the numbers, like it's going to grow profits, it's going to grow revenue, you know, like 2 to 3 extra sales and all that stuff, which is all very, very true and important, but when I talk about it sort of like high level, the numbers get lost. Okay, so I gave another similar example on another episode of this, but I just really wanted you to start thinking, putting numbers to what I'm actually encouraging you to do. The reason why I say things like we're able to skyrocket our clients sales is because of some of these numbers as they break down. So I'm going to use really simple math to keep it like, because I like simple math to keep it easy as an example. But I want you to think about what the numbers are for your particular med spa or practice. So and then apply that multiple. Okay, so let's break it down. If you have 100 clients or patients spending $1500 per year, okay. And it could be $3000 per year. Okay, well, let's just do $1500 per year for numbers sake. You can imagine in your mind what it might be for you. That's $150,000 in revenue for that, those 100 clients. But let's say we take 30 of those clients and I'm able to help you and Your team sell 30, $10,000 per year through premium packages, an annual game plan and what have you, that adds an additional $300,000 for a total of $450,000 in revenue for the same hundred clients or patients. We are talking about exponential growth, growth here. So the numbers are incredible, like we talk about on this podcast a lot. The two numbers I care about are your average appointment value and then the lifetime value of your patients. If we can dial and lock those in, you can build a sustainable, thriving practice. Okay, so I want to remind you, I want you to think about, most of you have many more clients or patients, especially for those of you, when you think about across your team members, most of you, all of you are seeing more than a hundred clients or patients in a year. I want you to think about the multiple and the impact that selling effectively can have on your business, on your income, on the impact that you're able to have with your clients and patients. Okay, so back to my client who was telling me that she was having a hard time really getting consistency and reliability across her providers. So there's two radical things that we do with our clients first. Okay, These are the two things that will have the biggest impact on the ability of getting from the $1,500 to $2,000 per year value for that client to the $10,000 per year and more or value of that individual client or patient. Okay? And so the two things are this. Now, number one is we have to get radical clarity. It's gonna be shocking to none of you who are consistent listeners of this podcast. We have to create an irresistible signature menu, okay? We have to create an irresistible signature menu of premium packages, programs, maybe even a signature membership that are unique to you, that deliver incredible outcomes and solutions. But even more so is that we have to do this also for the sake of my client and for those of you who have team members who feel like there's inconsistency across team members, of course, in their sales, but there's also inconsistency. You're not sure what your team member is recommending to whom and when. And so when we get that menu structure, we have an entire build your menu spreadsheet that we actually create with our clients so that they can have that structure of what gets recommended to whom and when. Then you've given your team clarity on what you want recommended to whom and when, and then we've packaged those things up. So it is so much easier for your team to sell three to $10,000 packages to somebody because it's already been decided upon and you have radical clarity on what you want them to be recommending. What happens is, as a lot of times y'all are just like telling your team members, like, come on, you need to offer more combination modality solutions and like, your team members don't know what that mean. They do. Like, they understand what you're saying. But when we can help them get radical clarity on that structure and those like solutions, it helps them sell so much more and it gives them clarity. Clarity leads to confidence, which is going to lead to more conversions. And so number one is that we gotta get clarity on that. The other thing that will dramatically improve your selling and improve the skillset of selling for you and all of your team members is really getting radical clarity on that elegant consult process. Consults that sell premium solutions, consults that make your patients or clients feel like you all have such an intentional roadmap and game plan for every single client that you see that patrons your spa or practice. And so, you know, we have our whole five figure consult system. In fact, I will link up five figure consults in the show notes for you all, for those of you who want to snag our consult system, and then we have the CARES consult framework that we adapt. And we will work with folks inside of MSA to really adapt for their personal needs as well too. But this process, CARES is an acronym, Clarify, Affirm, Recommend, Explain, Show. That is a elegant framework for you and your team members to get radical clarity on how you walk folks through a consultation conversation. Because a consultation conversation is the primary method of conversion inside of your businesses. Okay? It's happening face to face. And so you have to get clarity on what you want. Your team member, and this is what I was helping this new client understand as well too, is that marching orders number one is we're going to create that signature menu. And then marching order number two is we actually want to put together your CARES consult process, okay? And I actually recommend that you name your consult process as well too, so that people, when they're booking a call, it's like the XYZ roadmap, the Radiant Skin blueprint or what have you, and name the consult process. So it gives a lot of perceived value to the consult as well too. And then of course, you know, I recommend an annual consult that every single year your existing clients or patients can come to know and understand that you give an annual game plan every single year too. And then inside the CARES process is how we are able to give that annual game plan in a really elegant way. So I want to share another stat is just like kind of blow your mind on how this can help you with your numbers because I, and I'm so bullish on you all being able to pay yourselves more, on you being profitable enough to pay your team better so that you can all have really thriving businesses. So there was a study done by Bain & Co. That increasing your average ticket value by just 5% can boost profitability by 25 to 95%. So selling premium solutions maximizes the value of every single client and patient relationship that you have, which is absolutely critical. So it can sound like, oh, well, we're doing customized treatment plans and you know, some of our providers are doing great, some of them aren't. But like, you know, I just want to compel you that this can have a absolutely life changing impact on your business's ability to bring in more revenue profitably as well. So as you look at 2025, I want you to really think about how can you and your team really grow this skill set of selling? And then if you look at your prioritization as a business owner, like be honest with yourself. Do an audit. Like, where does selling fall in the prioritization list? If you were to do a time audit of where you're spending your time as a leader, where does selling fall? Because for many of you, you end up getting lost in delivery, patient and client delivery. And these things go hand in hand, obviously. And I really want you to ask yourself, how much time am I spending becoming the leader? That really develops my skill set around selling? Because you can change the trajectory of your business, which of course you know will change the amount of money you're able to pay yourself, the longevity you're able to stay in business. Well, we can get your team members selling effectively and premium solutions every week. Then we can start moving you out of the room delivering and move you more into the CEO role so that you can take vacations and not have to worry about sales dropping and what have you as well. So if you're really interested in diving even deeper into really creating a consultation, you really want to develop that skill set around being able to increase the average ticket value for you and your team. There's two different places you can go. One is five Figure Consults. That is our entire consultation system that helps our clients be able to really wait for it. The name says it really establish five Figure consults for you and your team. I'll link that up in the show notes. And then of course, Five Figure Consults is included in one of the many programs you get inside of the Med Spa Advantage msa. I'll link that up as well. For those of you who know you want to dive deeper and work with me personally to help you create your signature menu and consults this year too. That is what I have for you this week, my friend. It was an honor to have you today and make it a great week and I will see you next week. Hey, if you're enjoying this podcast and you're a boutique results driven Med spa owner who's looking to drive more sales profitably each month without hustling yourself into the ground to do so, then you should consider applying to join us inside of the MedSpa Advantage. It's the only program designed to help you grow your revenue and profits while gaining back more time so that you don't feel scattered and drained while running and growing your business each month. To learn more about whether or not you're a fit for joining us, you can head over to heatherterveen.com apply to apply to get on a call with us to learn more. That's heatherterveen.com apply to learn more.