Med Spa CEO Podcast Summary
Episode: Sell Without Discounting and What to Do Instead To Stay Premium
Host: Heather Terveen
Release Date: July 23, 2025
Introduction
In this insightful episode of the Med Spa CEO Podcast, host Heather Terveen delves into the critical topic of maintaining a premium brand image without resorting to discounting strategies. Aimed at boutique, results-driven med spa and aesthetic practice owners, Heather provides actionable strategies to boost profits while preserving brand integrity and ensuring a high-quality client experience.
The Pitfalls of Discounting
Heather begins by addressing a common challenge among med spa owners: the temptation to discount services to drive sales. She warns against "crash discounting", a tactic where businesses indiscriminately apply discounts without adding value, which can ultimately "cheapen your brand" and attract price-sensitive clients who may not be loyal in the long term.
Heather (05:20): "Whether you're crash discounting or you're just discounting without any sort of value... it can actually attract more of those patients and clients who are looking for the cheapest place in town."
Introducing White Glove Promotions
To counteract the negative effects of discounting, Heather introduces the concept of White Glove Promotions. Unlike traditional discounts, White Glove Promotions focus on adding value through premium, exclusive offers that enhance the client experience without lowering prices.
Heather (12:15): "White Glove promotions... are promotions that are with the premium client or patient in mind."
Case Study: Successfully Packaging a Signature Offer
Heather shares a real-world example of coaching a successful, long-established med spa client who introduced a new signature package based on a proven clinical protocol. The client aimed to "increase the number of clients" and needed effective strategies to market this premium offering.
Heather (08:45): "She didn't have a ton of before and afters for this specific protocol just yet... how can we equip her team to have even more success selling this signature package."
Luxury Brand Examples: Elevating Promotions
Drawing parallels with luxury brands, Heather illustrates how companies like Chanel employ White Glove Promotions without compromising their premium status. For instance, Chanel offers "a gift with purchase," such as a makeup bag or travel-sized products, which "elevates the experience" and incentivizes higher spending without appearing discount-driven.
Heather (18:30): "Chanel is not a discount brand, nor did the experience feel like a discount type of cheap thing. It was actually elevating the experience with Chanel while incentivizing me to actually spend more with them."
Avoiding Crash Discounting: Lessons from Healthcare
Heather emphasizes that while crash discounts can yield short-term sales boosts, they disrupt the "metabolism of your business," leading to long-term challenges such as attracting only price-sensitive customers and diminishing the perceived value of services.
Heather (25:50): "Crash discounting works in the same way if you are panicking about your sales and last minute you're like, let's run this discount in order to spark some bookings and sales."
Implementing White Glove Promotions in Your Practice
Heather outlines practical steps for med spa owners to develop and implement White Glove Promotions:
- Identify Premium Offers: Focus on high-value packages or services that align with your brand’s luxury positioning.
- Add Value, Not Discounts: Incorporate bonuses or exclusive benefits that enhance the client experience without reducing the price.
- Strategic Timing: Use promotions strategically throughout the year to drive specific actions, such as introducing new packages or rewarding loyal clients.
- Maintain Brand Integrity: Ensure that all promotional activities reinforce your premium image and attract the right clientele.
Heather (34:10): "Having special promotions... that you can use strategically like a lever to actually have your patients or clients take certain actions that you want them to take is still an important part of your marketing plan."
Conclusion and Next Steps
Heather wraps up the episode by encouraging listeners to assess their current promotional strategies and identify areas where they might be inadvertently discounting their services. She highlights the importance of shifting towards White Glove Promotions to sustain a premium brand image and attract high-value clients.
For those interested in further enhancing their promotional strategies, Heather mentions her White Glove Promotional Training available through her programs, including Ask Heather AI and the Authority Method.
Heather (42:05): "So how can we create White Glove promotions so that we can still entice folks to take the actions we want them to take on our premium offers while not cheapening our brand."
Additional Resources
- White Glove Promotional Training: Available through Ask Heather AI, the Authority Method, and MedSpa Advantage (MSA).
- Crash Discounting Episode: For a deeper dive into the dangers of crash discounting, listeners are encouraged to search for Heather’s dedicated episode on the topic.
Final Thoughts
This episode serves as a vital resource for med spa and aesthetic practice owners aiming to elevate their marketing strategies. By adopting White Glove Promotions, businesses can enhance client experiences, maintain their premium status, and achieve sustainable growth without the drawbacks associated with discounting.
Connect with Heather Terveen and Learn More:
If you're a boutique, results-driven med spa owner looking to "drive more sales profitably each month without hustling yourself into the ground," consider joining the MedSpa Advantage program. Designed to help you grow revenue and profits while reclaiming your time, this program provides the tools and support necessary for balancing business success with personal well-being.
Apply Today: heatherturveen.com/apply