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Med Spa CEO
Leverage This One Thing For Premium Sales Every Week
00:17:50
What if delivering exceptional client results could be your ultimate growth strategy? In this episode, I break down the powerful PSP framework and how to apply it to your offers, sales systems, and marketing. I reveal how to design outcome-focused...
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When we create our offerings with this in mind, it helps to ensure that your offering isn't just willy nilly, but it is very intentional and strategically going to solve problems. But even more than that, it becomes so much easier to sell. Welcome to the Med Spa 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 to another episode of the podcast. I am super pumped you are joining me before we dive into today's topic where we are going to be talking about how to become obsessed with exceptional client results and how to turn that obsession into money for you and your business so that you can thrive and succeed in total integrity. Because you will have built all of your success on the idea that the more exceptional results you get for your patients and clients, the more revenue, the more abundance you will create in your business. But before I do that, I wanted to let you know about an upcoming Black Friday special that we will have that will be running next week. It is going to be an ultimate bundle that you will want to get your hands on. This will be the only time this year that any type of special will be running like this and you will not want to miss out. So make sure that you are either following me over on Instagram @Heatherterveen, you can even DM me the words Black Friday and I'll send you the details and if you are on my email list, you will get the information as well too. But I am telling you, this is the most incredible bundle we have ever put together and you guys will not want to miss out on it. So exciting. I hope that you guys are getting pumped for your Black Friday specials and you have them all set and ready to go. So today we're going to be talking about how do we use the idea behind becoming obsessed with client results to our advantage to create a thriving, abundant business for ourselves. And how do we do that in a way where it permeates every aspect of our business and we're going to talk about about really the three main ways that I see this permeating your business. Okay, so you have your offers, you have your sales system, and then you have your marketing system. Okay. Underneath that of course is delivery and on the backs of all of that is having Operations and systems and what have you as well. But when we're looking at creating an environment where you and your team and your business just becomes a machine for delivering exceptional results, I really like to look at each of those aspects. The offer, the sales system and the marketing through the lens of what I call psp. Okay. And the P stands for problem, the S stands for solution or desire, and the P stands for process for success. Okay, I'm going to say that one more time. PSP Problem solution, Process for success. So the P stands for problem, the S stands for solution or desire, and the P stands for process for success. So for example, if we're looking at your offerings and this is something for those of you who have five figure consults or who are in MSA and have access to everything, this would be the rocket launcher sales module. When we look at putting together your menu, when we look at putting together your consult process, I was just teaching on this about how your entire signature recommendation, right. So for many of you, I want to shift you from generic recommendations or a more transactional approach to your recommendations to a signature approach or a signature recommendation. And I call this, of course, if you've been listening for a while, I call this a signature menu. And we want our signature menu, of course, to be outcome focused, but we really want all of the packages, all of the, you know, branded elevated mini offers, all of the skincare systems to actually solve a problem and then to provide a solution or a desired outcome. And that this packaging, this product, this thing actually is the process for the person to succeed with it. So do you see what I did there? I just wrapped up the PSP in to putting together offers. Okay? And the reason why this is so effective is one, it has you thinking about your offering in a way where it isn't just like, let's bundle things. To bundle things. Yes. Like, oh, we're going to bundle some more of this XYZ treatment in order to get better results and also order, just charge more. But it actually gives you a filter for putting together offers that are really strong and it also gives you a way to easily sell them if you put them through the PSP process. So it solves a problem, it gives a solution or desire, and then the process for the success is actually that signature item. Then you will have such an easier time of selling people. But not only that, your offering will be based on the combination of things that actually helps deliver that outcome. So let's just use one of my favorite examples of a brightening package. Okay? So the problem that that package solves, that it was created from is hyperpigmentation, uneven skin tone, maybe melasma, dark spots, what have you. So that is the problem that that particular package was created with. So that's the P part, the S the solution or the desired outcome. And the process for success is the brightening package that you've put together. The brightening package that you put together will actually help you, even your skin tone. It will help brighten your skin, it will help reduce the hyperpigmentation and the darkening and the melasma and what have you. Okay. And so when we create our offerings with this in mind, it helps to ensure that your offering isn't just willy nilly, but it is very intentional and strategically going to solve problems and going to, you know, create outcomes that your people are looking for. But even more than that, it becomes so much easier to sell these things because they're directly related to the problems and the solutions and the desired outcomes that your people are looking for. So taking this same PSP framework is exactly what you want your consult process to be, right? So we have the CARES consult process. I'm actually coaching on this right now in the CARES consult makeover series. If you have five figure consults, you are in the series with us. Obviously, if you're an msa, you have access to this as well too. If you're interested in learning more about our consult process, you can go to heathertraven.com consult to learn more. It is is going to blow your mind. It is the best consult system in the industry. Honestly, it is the best consult system in the industry. It is incredible. So the whole backbone of it is based on this idea that you can simply have a system and a process for actually uncovering what the patient or client's biggest problems are that they've come to you with. Because if we have a solid consultation process that uncovers the problems that they're looking to solve, that uncovers their desires and the solutions that they are looking for, then we can just simply fold in our process for success, which is going to be our signature recommendation, which will probably include a signature package or two. It might include a signature membership and what have you as well. But we also like to do that on the backs of having an annual consultation process. So you start having consults every single year as well too. But when you start looking at your consultation process as a mechanism for uncovering the problems, uncovering the solutions and the desires, and then making it a match for the process for success, right? And then you know that your signature menu items and your signature membership and your signature packages and your signature program potentially are actually back end engineered with helping your best patients actually get those outstanding problems solved or desired outcomes that they want, then you're never feeling like you're selling. You are just becoming a matchmaker for their problems and their desired outcomes that they want and for your process of success. Because built into your packages, built into your programs should be this idea that they are mini process of success for what it is that they help your patients achieve. When we do this effectively, then it's you and your team just become matchmakers. But we have to have a really good process for uncovering those desired outcomes. We have to have a good process. You have to great intake, you have to have great questions that actually draw out what the patient or client's problems are, what their outcomes are that they're looking to solve and consistently be able to understand that all of your providers are able to do that in an effective manner. Because when we know that our menu and our offerings and our signature recommendations help us uncover the psp, they help us uncover the problems they're looking to solve, the solutions and desires they're looking to achieve, then we are just making that final p the process for success, our solutions. Right? And the same thing with the consult process. If we ensure that our consult process is backend engineered in order to make sure that we are adequately uncovering the problems and we actually have our patients tell us their problems, we have them tell us their desired outcomes and we take the time to do that and we have a strategic, intentional way of having questions and an intake and all of these things and part of your process, then your signature recommendation is just becoming a matchmaker for what your solutions are in that signature menu that are going to best fit for what that patient is looking to achieve, this is how we ensure that selling is never slimy, that your recommendation is of the highest and most care for what it is that the patient is looking to achieve. Okay, when we start re engineering our offering and our sales system, you know, to have a PSP filter in mind, it helps make everything that much more seamless. And then of course, when we look at your marketing system, which is kind of the third part of what will effectively make you be able to effectively grow and thrive and just be able to draw in the right types of patients and clients to your practice or med spa, we can look at the same thing. We can look at our content, we can look at our video, we can look at our emails, we can look at our captions, we can look at our stories and ask ourselves the psp, what are the problems that I want to use as hooks? What are the solutions and desires that I want to talk about in micro specificity so that I can really draw in patients and clients who are just a magnet for those folks that are looking for the solutions that we have. And then we let them know that the process for success, we don't give some long winded, really complicated response. We want to have sexy names for our packages and we can say, oh, the brighten glow package, you know, if you have uneven skin tone and your skin's dull and all of the problems that you know that that offer that package is designed to solve for, then we just talk about the problem, we talk about the solution and the desired outcome that they're looking for, which is even skin tone, glowing skin, a reduction in their melasma and what have you. Then we let them know that the process for success is the Bright and Glow package. We don't even have to get into the weeds in our front end marketing about what is in the Bright and Glow package. You can high level if you want to, of course, but you don't even have to get into the weeds of it and it's because it helps. Then your marketing actually become an additional matchmaker as well too. Then the content we're putting out becomes like a beacon, a lighthouse if you will, for the right types of patients and clients that are going to come in pre sold on those things. They will remember that sexy Bright and Glow package name more than they're going to remember the fact that you told them that they need three different things, you know, four different products and you know, a series of this and this and that. That is like, you know, cognitive overload for folks especially. Even if you're face to face with folks, it's cognitive overload. But certainly in social media, on email and other contexts, it's cognitive overload. As we finish out 2024 and we look into 2025 and if you are looking to become, you know, just a machine for creating and becoming, if you're the type of person who wants to just be obsessed with your client or patient results, you want to become a place that is just, you know, exceptional results. Exceptional results, exceptional results, then use the PSP to help inform your offers, your sales and your marketing. And if you're looking for help from us, of course MSA is an option. We have some incredible. We actually are going to be having a live implementation coming up in the new year. We will be closing the doors to MSA to new folks in December. So please keep a lookout. If you've been thinking about joining us, now is the time to join us. But if you are interested in either our Signature menu, that sales system, you can go to heatherterveen.com Signature to learn more about that. Or if you're interested in our proprietary consult process, five figure consults, you can go to heatherterveen.com consult to learn more over there. The end of the day, my goal for all of you is that you guys would become the place that is known for getting exceptional results for your patients and clients. That you become a place that magnetically attracts the types of patients and clients that they want to spend big with you because they are looking to get outstanding outcomes. They're willing to try far. They're willing to be loyal because they know that you have a game plan beyond just a transactional visit as well too. All right, my friend, that is what I have for you this week. I will see you next week. Hey, if you're enjoying this podcast and you're a boutique results driven med spa owner who is 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 profit 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.