A (0:00)

If you currently have 100 clients, 100 clients, 100 patients spending about $2,000 per year, that's around $200,000 in gross revenue. Now, transitioning even just 30 of those clients from $2,000 a year to $10,000 a year using signature programs and using a really effective consult process adds $300,000 in revenue with the same client base. When I look at the numbers with my clients over and over and over and over again, it just backs up the idea that we need to make sure that you have an irresistible signature menu of packages, programs, and sometimes a membership as well too. 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 beautiful friend. Welcome back to another episode of the podcast. Today we are diving deep into one of my favorite topics. I know I say this a lot, but once I reveal the topic, you're going to be like, yes, Heather, we agree this is one of your favorite topics. So today we're talking about the power of creating an irresistible simple signature menu. So we're going to talk about the power of that, but then I'm actually going to break down some of the new and improved updates that we have to our frameworks when it comes to actually really building out your signature menu. Okay, Now I want to start off with 50% of small businesses do not make it to the five year mark, which is sort of a dismal stat when you think about the success rate of independent small businesses. Okay? And so we know that many of those businesses don't succeed because they don't charge enough. They are providing over customization and lack having these systems in the background to actually be operationally efficient as well too. And they also oftentimes do not have really great positioning on their offers that differentiates them in their market. There's lots of other things too. They don't execute really brilliantly as well too. But today we're going to talk about how creating an irresistible signature menu will is the backbone for you being able to be more operationally efficient for you, being able to charge more for you, being able to elevate the consistency across you and your entire team when it comes to being able to deliver really outstanding, reliable results. And then of course we're going to increase your ability to actually be able to deliver results and increase, you know, charging more. Like, when you think about charging more, we don't want to just say, okay, let's raise your prices. Like lots of folks will tell you, you need to raise your prices. And it's probably true, you probably do need to raise your prices. Many of you get in the habit of keeping your prices the same. And at the very least every year or two, you need to be raising your prices because of just inflation. Not to mention the fact that you and your team become more effective because you become better experts at what you are doing as well, too. But really, truly, when we're increasing what you charge, we want to increase the value of the problems that you're solving. When we can increase the value of the problems that you're solving, increase the value of the outcomes that you are able to help your clients or patients achieve, then charging more becomes inevitable. So I want to give you a stat and why selling more is so incredibly important when it comes, especially when we look at the two numbers that we talk about here that matter the most. Your average patient or client visit value, that average ticket value, and then secondly, the lifetime value that you have for. For a client or a patient. Now, if you currently have. We're going to use really simple numbers here, because I'm a simple numbers kind of gal. If you currently have 100 clients, 100 clients, 100 patients, spending about $2,000 per year, that's around $200,000 in gross revenue. Now, transitioning even just 30 of those clients from $2,000 a year to $10,000 a year, using signature programs and using a really effective consult process adds $300,000 in revenue with the same client base. When I look at the numbers with my clients over and over and over and over again, it just backs up the idea that we need to make sure that you have an irresistible signature menu of packages, programs, and sometimes a membership as well, too. For some of you, it makes sense to have the membership as well, too. So today we're going to actually unpack the CBS menu framework, which is my proprietary framework for really reimagining that we use with our clients to help them actually reimagine their menu. We're going to break that down. We're also going to talk about signature programs today, which takes a similar approach that we take with signature packages, but it's through a slightly different lens because signature programs are more for many of you who have weight loss, who have wellness Maybe you're doing hormone replacement therapy and for acne. I think really looking at a signature program can make a lot of sense. And there's some different layers to that when we're looking at signature programs. So we talked about actually on the last episode about the trap of customized treatment plans. And so what I am really, really, if, if you don't remember anything, remember this. If I can shift you away from customized treatment plans to signature packages, I want you to think about, I gave you that stat. Most of you have more than 100 clients or patients that you're seeing in a year. I want you to imagine right now that stat I gave you, okay, that 100 patients, let's say, that are coming in and they're spending about $2,000 a year and shifting just even 30 of them to where they're spending $10,000 a year, and that means you would bring an additional $300,000 in revenue. What could that mean for your bottom line? If we could get not only you but your team members to start selling consistent packages and programs and so that we elevate that average ticket value, of course, as well, too, that average appointment value and also the lifetime value and the annual value of every single patient or client you are able to see. You hear me say, like, we can help you 2-3x your revenue, right? And for many of you, that promise is very, very true. And we've done even more than that with clients, depending on where they're starting with when they come to us. And this is the reason why, when you sit down, you actually do the math. It gets pretty darn exciting because you don't end up needing an endless stream of customers coming in. Many of you do still need customer acquisition and some facsimile, of course, but customer acquisition, when you don't have a dialed in offer suite and a dialed in consult process, many of you who are longtime listeners to this show will know is a recipe for sometimes scaling your revenue but not scaling your profits at the same time. So we're going to dive into first the CBS menu framework. Okay? So this is our proprietary framework that we use to actually take that generic menu of a la carte items that many of you have and take your really incredible clinical protocols and turn them into packages, okay? And then we want to give them a sexy name so that you have actually a unique name. And I love it when it's like an outcome or a benefit is tied into the name. You can also have your brand in the name. And then I love it also if it's a name that really tells me what problem that that particular package or program is going to help me solve as well too. So the C stands for comprehensive signature packages. Okay. We call them CSPs inside of if you have signature menus that sell, which is our entire signature program that we will link up in the show notes that dives even deeper into this, our entire sou to nuts program. I used that figure of speech in a call recently and somebody was like, what is that? It's like from beginning to end, all wrapped together. Or if you are in msa, we dive deep in MSA into this as well too. CSPs is what we call it customized signature packages. And these are packages that are typically priced between 3 to $10,000 that actually give a holistic solution to a specific client problem. You know, it could be like lifting and tightening. It could be acne. It could be like really helping with dark spots and hyperpigmentation, let's say like a brightening package. It could be like, it's just you're putting together everything that you think is going to give a certain type of person, like maybe a woman in her 40s and 50s who really wants glowing skin. And so we're putting together these are like our premium packages that we know we need a multifaceted approach, multi pronged approach to actually achieving the outcome or helping this certain type of patient solve their problem. So we call these CSPs. And the reason why CSPs are so valuable and you guys need them in your menu is because, yes, of course it will do what we were just talking about when we have packages and signature menu items that are three to $10,000. And quite frankly, I have clients who have packages that are in the 15 to $20,000 range as well too. So it doesn't just stop at $10,000. That naturally helps you and every single team member and provider you have be able to sell and lift that lifetime value that we want you to have with each and every client or patient who frequen your business. It also obviously increases the average appointment visit value as well too. Okay, so it actually kills two birds with one stones and helps with both of those metrics. But the other thing it does, if you look at like how a customized treatment plan is actually presented to a patient or a client, it actually makes it like there is a laundry list of options that the patient then has to decide and pick and choose between. So let's say it's a brightening package with a Brightening skin care system and think about all the products and all the individual treatments you might have in that. Okay, so maybe there's ipl, there's chemical peels, maybe there's microneedling, maybe there's aerolase. You know, it just depends on what you've got. And then you have all the products as well too. When you itemize that out, like many of you do in a customized treatment plan, it actually went from the patient or the client's point of view makes us feel like we need to pick and choose from that laundry list. When we shift that treatment plan and we actually present it with packages, it lowers the amount of decisions that that patient has to make. So it helps combat decision fatigue as well too. It also builds trust like we've talked about, because it tells your patient or client that you are such experts and authorities at what you do that we actually have standardized our clinical protocols because we've done them so many times to get consistent, reliable results around clients or patients who are just like me, you. And so this helps you sell more. So that's one aspect that I want you all to have of your menu. The second. So that's the C. The B stands for branded elevated mini offers. Now this is where we're going to take your a la carte menu. Items that maybe don't make sense to be an entire comprehensive signature package. So these may be items that, hey, like maybe I've gone through the brightening package and that I've got. I'm on the brightening skincare system that you sold to me, but now I need ongoing treatments of some sort. Maybe it's like, for example, you might say it's microneedling, right? But maybe instead of generic microneedling, you put together a branded elevated mini offer that is called Smooth Glow and call the Smooth Glow experience or what have you. And it is actually microneedling. And it includes a post treatment soothing mask and maybe an LED therapy as well too. So you can actually charge more for that. Give it a branded elevated name, improve the experience, and then that may be the treatment that when you are giving the annual game plan to your folks, like we're start with the brightening sleep system and then you're going to start getting these Smooth Glow experiences consistently at whatever cadence you think is the most effective cadence for them to get it consistently as well too. Same thing with Tox. Tox is one of those generic a la carte things that we can take. We can maybe integrate something with that and call it Glotox that is a branded elevated Mini offer we can take. That way we are taking your entire menu and, and making sure that you have branded elevated unique to you. Items that are different than the competition in your market. This is how you charge more. This is how we actually elevate the experience for your clients and patients. We improve outcomes and results that you're able to achieve as well too. And so C, comprehensive signature packages. B, branded elevated Mini offers. And then the S stands for special pricing. And so we want to move away from the generic a la carte discounts that you are doing on the random, not random, but the generic service items, if you will, like, oh, this week this skincare, this month this skincare line is discounted. Or this month we're doing buy one syringe, get one half off. Or this month we're discounting our microneedling. We want to move away from those kind of discounts and we want to move any incentivized pricing that you have, if you choose to have incentivized pricing, to helping our clients and patients to commit to more things. So we want to move the incentivized pricing to our CSPs when it makes sense and then even to our branded elevated Mini offers. Right? So maybe when you're combining your things and we make sure that we are price anchoring all of your pricing, meaning we want to make sure the a la carte pricing that you have, even for the branded to you named things are all price anchored, meaning that you're charging enough for them that that baseline price is high. Okay, maybe higher than it is right now that you have. So that we have wiggle room to actually have incentivized pricing when they're buying the soup, the, the entire package, if you will. So this way we can still use incentivized pricing when we want. Because people get excited about incentivized pricing. I do too. I'm a premium patient and I still like to know that I'm getting the best value right as well too. But we just want it to be for premium comprehensive solutions. The S also stands for skincare systems. We want to move away from just customizing every like product, right. That you give and give this laundry list of products and start putting together skincare systems and name them and whether it's for the outcome that they are helping you, the patient achieve or the problem that the patient is looking to solve. Okay, because then you can package up skincare systems, you can actually update it with your displays. You can maybe give some incentivized pricing for folks that take the whole system that might have six or seven products in it as well too. So this is the core part of the signature menu, our framework. Okay, which is the CBS menu framework. One of the updates that we've really started doing with our clients, especially the last 12 to 18 months, is that we've really started to work with many of our clients who've either brought in weight loss or they might even just be entirely weight loss. And then they want to bring in aesthetics as well too. Weight loss, and then some wellness, like hormone replacement therapy, people who are really doing more functional medicine as well. And then also acne. Okay, so we have some clients who like have the traditional CSPs when it comes to their acne, but then we have some clients that are really acne clinics as well too. And it makes more sense to actually put together a signature program. Now, signature programs are similar to signature packages, but we have a whole recipe framework that we use with our clients to help them create incredible programs for their weight loss, wellness, functional medicine, acne as well too. And so our recipe framework and the reason why you want to have a program, okay, so let's use acne or even weight loss as an example. Many of you sell, or you might sell like a series of semi glutide or Tirzep or, or whatever it might be. And like that's the program. Well, there's so much opportunity for us to elevate the experience for you to help your patients actually get better outcomes with their weight loss by actually not just having it be the generic three months of Tirzepatide or three months of Semaglutide and really actually putting together three to six month programs as an example, using our recipe framework. And by recipe Framework, recipe is actually an acronym for the framework that we use to help our clients put together exceptionally irresistible programs that not only help them sell more, not only help them like incredibly competition proof themselves from their competition, but it also really elevates them to that expert and authority status. That is my goal with every client for all of you that I work with. I don't just want to help you make more money. Of course I want to help you make more money. But it's not even just about revenue and profits. I want each of you and your practices and clinics and med spas to be the unique authority and experts for what it is that you do. So for the sake of time today, I am not gonna dive super deep into the recipe framework. I'm gonna give you kind of the high level. Cause this would be hours long if I did. But if you're interested, if you're like, Heather, you're like speaking my language, there's a couple of opportunities or ways you can work with us in order to really dive into making your CBS menu framework. You're creating your signature programs using our recipe framework. If you have weight loss, acne, wellness, aesthetics obviously are the gold standard for what we do. We have a program, a signature program called Signature Menus that sell. I will link up this program. This is for the signature menu framework that I'm talking about during this episode as well. I will link that program up in the show notes. And then of course, inside of msa, you can work with us directly if you want to not only learn the CBS menu framework and all the things in Signature Menus that sell, you get access to all of our programs, plus weekly coaching with me. And then we actually coach your team members as well too. So I will link up the information on both of those in the show notes. All right, so the recipe framework, it's like I said, for creating unique programs, recipes and acronym. So the R stands for roadmap. What is the actual roadmap from a timeline perspective, a cadence for them coming in. What is the big picture roadmap for the program, whether it's acne or wellness. And you might have some with certain programs, you might have a couple different options within the program itself. Okay. The E stands for elevator pitch. You actually want to have what I call a macro and micro elevator pitch for your holistic program. And then for each like part of the program, detail of the program, if you will as well too. This is where we shift you away from over, complicating what it is that you are telling folks. And we make sure with our clients that they do this across actually their packages and their programs so that you have clarity on what you want. Not only you to say if you're still providing the services and the consultations, but also so that you have consistency across providers and consistency across your marketing as well, too. The C stands for Consult 365 and how you want to really actually create a consult roadmap. And I don't want to get into too many details because I will go down the rabbit hole. But when you can really put together a consult process and then name that consult process and whether it's a roadmap blueprint and give it a proprietary name. And then, you know me, I like you all to be on an annual consult system, meaning every Single year your active clients and patients are getting that annual consult process. But you want to name the consult process so that it has a unique name and so that it actually gives value to the consult and the expertise that you're delivering when you and your team members are actually making recommendations as well. 2. The I stands for intentional support. So how will you give different support within the program? Like I said, whether it's weight loss, whether it's acne, are you gonna have check ins? Are you gonna have follow up phone calls? What is gonna be the unique support? The P stands for proprietary frameworks and methods. And what's so meta about this is I am giving you one of my proprietary. I just gave you. 2. The CBS menu framework is my proprietary method for helping you all take your generic menus and create an irresistible signature menu. The recipe framework I'm sharing with you right now is actually my proprietary framework for helping you create a signature program. I want all of you to have unique frameworks and methods and systems for what it is that you do. So you want to have proprietary parts to your program. Like by the very nature of putting together packages and programs, we help you create those proprietary methods we were talking about recently, if you listened to the last episode, how do we actually really help our clients and patients to actually be loyal to the practice or the clinic, not just to the provider. And one of the ways we do that is by creating signature packages and programs and within that making sure that we have proprietary methods and frameworks. Because if I know if I'm one of your clients to your practice or your med spa and you have proprietary frameworks that I can't get anywhere else, I'm going to be loyal to that because I'm loyal to that expertise and that game plan that I'm on. And so when you have that and you have all your team members delivering on that gives like of course the consistency and reliability, but it also helps build that loyalty as well. 2. The E stands for education. Okay, now this does not mean overcomplicating jargon in the actual consults that we are talking about. We just were talking about those unique frameworks and processes and methods. We actually want to take those things, those proprietary methods and frameworks and start creating unique content. I really like guides and other premium pieces of content that you are creating. So like you might have an ultimate anti aging guide, you might have a clear skin guide that takes your frameworks and shares with your potential acne client how you help your acne people clear their acne improve the appearance of the scars and the inflammation, all the things your acne program might help them do. And then we help you create educational content in the form of a guide that you can now share it inside the practice, like physically. But then you can also start sharing it in your front end marketing and start sharing that those educational assets that you create for your programs and your packages as well. So Signature Menus, CBS Menu framework, the Signature programs and using our recipe framework, I want to remind you with the stat that I told you at the beginning, how powerful using these frameworks that I just shared with you so that we can help you build a more profitable practice so that you can thrive and be in business for many, many years. So again, when you think about just even 100 clients or patients, and if 100 clients or patients are spending about $2,000 a year, that's about $200,000 in revenue. If we can help you shift, let's say 30 of those clients, clients or patients to spend more like $10,000 a year, which you can really simply do with packages and programs, that brings in an additional $300,000 in revenue with the same amount of customers, clients, patients. Now many of you have many more than 100 clients or patients you are seeing in a year. So do the math in your mind, whatever that multiple would be for your base of clients or patients as well too, it can change the trajectory of your business. And then the snowball effect that happens afterwards is that you increase the results that you're getting across all your providers and of course with your patients and your clients. And then we take those results and we actually market those results to draw in and start attracting more premium patients and clients that want your unique packages, your unique programs as well too. Like I said, if you know, hey Heather, you are speaking my language. Where do I go to learn more so that I can make more money and skyrocket my sales in 2025? Head to our show notes. You can also DM me on Instagram eatherturveen and dive into either Signature menus that sell or come join us inside of MSA so that we can help you change the trajectory of your business in 2025. That is what I have for you this week, my friend. 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 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 heatherturveen.com apply to apply to get on a call with us to learn more. That's heatherturveen.com apply to learn more.