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Med Spa CEO
Turn One Off Appointments Into Long-Term Patients (The 3 Pillars of Transformational Client Loyalty)
00:54:07
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- [00:00]
A
Systemization is really the secret to client retention. We oftentimes think it's this elusive thing that will just either happen or not happen. But it totally will happen. If you implement a predictable plan. And with the right platform backing you up like a Gloss Genius, your clients really should stay for the long haul. Are you growing a business or creating the most sought after med spa 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. Why, hello my beautiful friends. Welcome back to another episode of the podcast. It's actually a little bit different of an episode in the very best way. So I recently partnered up with Gloss Genius for a live training that they invited me to do and I thought, why not bring this conversation right here to the podcast? It was such a good one. In this session, I got to teach on what I like to call the three pillars of client loyalty, which are the backbone of any high performing aesthetic and wellness clinic. We talked through the full consult strategy, how to restructure your menu so it actually drives retention, and how to build a simple automated system that keeps clients coming back. And what was cool is that Nicole from Gloss Genius and I walked through which specific features in their software actually supports each of the pillars that you guys hear me evangelize so much on this podcast. So it's a mix of strategy and real life application, which I know y' all love. It was such a fun and thoughtful conversation and I think you're really going to enjoy it. Whether you have used Gloss Genius or currently using Gloss Genius or you've never even heard of it, there's a ton of value in how to actually build systems that scale loyalty and revenue. So without further ado, here's the replay of my live training with Gloss Genius. I hope you enjoy it. Hey, beautiful friend. If you're a longtime listener of the podcast who's been dying to work with me but hasn't pulled the trigger yet, I have an incredible opportunity to work with me for a fraction of the cost. If your estheticians can't explain your signature plans or your new injectors panic every time they have to sell a high ticket console, it's not their fault, it's the system or more specifically, your lack of one. That's exactly why I built Ask Heather AI, the first strategist level tool for aesthetic and wellness CEOs who want to scale with precision and stop flying by the seat of their pants. Inside you get three powerful tools, each designed to solve the exact gaps that keep your growth tied to 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.
- [04:16]
B
Hi everybody. Welcome, welcome. I see we already have some folks with us tonight. If you're here, drop us a note in the chat. Say hello. Hi Gabriela. Amazing. Welcome everyone to MedSpa Masterclass. We're going to be learning about building your client loyalty and owning your market tonight. Hi Natalie, Sierra. Okay, we've got some folks in the chat. How exciting. We'll give everybody a second to kind of get situated. But yeah, this chat is yours so feel free to drop comments throughout questions. We'll address as many of them as we can live and we'll also handle some in the chat. So yeah, feel free to keep that lively but amazing. Well thank you all for joining. I am really excited to get us started. So if you're here today, you probably already know this challenge. Getting a client in the door for one service is easy, but keeping them committed to rebooking is the key to scaling your business. So our core promise today is to show you how to move clients from one off appointments to committed long term partners and how glashes is the system that makes that scalable. We know that that shift is the bedrock of med spa scaling and loyalty. So with that I'm going to introduce our expert for tonight. So I'm thrilled to introduce my co host Heather Terveen. So for those of you who don't know Heather, Heather is a renowned consultant educator who specializes in helping medspas build multimillion dollar brands by focusing on predictable results and an exceptional client experience. We've partnered with Heather because her strategies for client commitment and systemization perfectly aligned with the automation that Gloss Genius delivers. So without further ado, Heather, thank you so much for joining us. We're so excited to have you here.
- [05:58]
A
Oh my goodness. Thank you, Nicole. I'm absolutely thrilled to be here with all of you this evening. My passion really is helping teams professionalize their approach and also to help you all stop leaving money on the table. We need to remember that loyalty isn't built on price. It's actually built on a plan. And our goal today is really to help give you guys the exact framework to build that predictable high value plan and show you how to use your tech like Kloss Genius to implement it seamlessly.
- [06:33]
B
Love that. So today, in order to kind of dive deep on our topic, we're going to be covering the three pillars of transformational client loyalty. And we're going to start with our very first one, which is the consultation. So we know that this is such an important moment in the early stages of a new client relationship. I think everybody here has a, has an awareness of this. Heather, I'd love to ask you, why do you think so many consultations fail to build real lasting loyalty?
- [07:02]
A
I think that unintentionally many consultations end up focusing just on like, what service do you want today, like what did you book for today? And then following through on that, instead of really doubling down on looking at a long term holistic view of giving your client an annual strategy and giving them an annual game plan and then really having a concrete process to actually help uncover the transformation that you are able to deliver and really the transformation that your client or patient really, really wants and is there for. So that's why we actually created the CARES process. The CARES process actually gives you, and if it's you solo or if you have an entire team, it gives them a really framework for walking a client through from start to finish and gives you a structured approach that builds trust and commitment for the long term and can take you from that like you know, just immediate transaction and actually give them an entire roadmap, which of course is going to increase not only the results you're able to deliver for your clients and patients, but also able to, to increase that client loyalty that you want so that they stay with you for the long term. And CARES is a acronym and it stands for clarify. Okay. This is step one. This is where we want to really Uncover and fully understand what our clients problems are and their desired goals and outcomes that they want. And then affirm stands for validating their concerns and desires. We actually want to affirm back to them what they just what we just uncovered their true desires and problems they want solved are. Recommend is what you think it is. It's where you're actually going to present your expert solution and then explain is where we want to actually drive home that recommendation in a way that's going to be clear and make it even more succinct. And this is where we might want to use metaphors, analogies and stories to really drive home that recommendation. And then the final one that sometimes gets missed. But for every single consultation you want to show and provide actual visual proof.
- [09:36]
B
Love that. And I'm wondering, Heather, if you want to share like an example of what it looks like to kind of walk through the whole framework, like maybe it would be helpful for everybody to visualize kind of an example even of how this works.
- [09:50]
A
Yeah. So let's take somebody like me and I'm going in. And I have a lot of aesthetic goals. I want to age gracefully, but I also want to look the best version of myself. I'm a 47 year old mother of three and I'm coming to you. And so clarify and affirm is where we really actually want to uncover. So for me, I have hyperpigmentation and melasma, I have some jowling. I have uneven skin tone. I really want more glowing skin. And so during this process in clarifying a form we really want to uncover and this is the part of the consultation that I think whenever I'm working with clients and their team members and they're struggling with giving annual game plans or bigger recommendations. And almost 9 times out of 10 it's because they didn't spend enough time. And clarify and affirm really like unpacking what the client's real goals are. So for me it would be uncovering all those things I just told you and clarify and affirm. And then clarify is actually discovering it. Affirm is repeating back to me. Okay, Heather, so as I can see from your intake.
- [11:07]
B
Yeah.
- [11:08]
A
And what we just talked about, and maybe you even give them a mirror and you're talking about three through this and looking at the intake at the same time. I'm going to affirm back that these are your goals and your desired outcomes before we even get to the recommendation. Right. Spending enough time on that. And then in recommend, what I'm always going to say is like, hey, Here at XYZ Studio, XYZ Practice Med Spa. Enter name we take a long term, holistic approach with all of our clients. And so I'm going to give you an annual game plan for, for the things we just talked about. And then for me it might be like, hey, like we have a brightening package that might be a great fit. I think every quarter you should, you're already coming in for talks. Because I get talks every three to four months. I recommend our glow talks, if you will, and walk them through what that recommendation looks like. And then I would use a metaphor. I class, I'm a licensed esthetician and certified laser tech. I always used a dental and ortho analogy where I would tell them that like braces give you advanced correction. The package I recommended also is going to give more advanced correction than just their tox or getting one microneedling treatment.
- [12:27]
B
Yeah.
- [12:28]
A
Then I would explain to them that the skin care system I just recommended to them is, you know, like, you would never go in between your dental appointments without brushing and flossing in your teeth. And in the same way we don't want to go in between your aesthetic treatments and appointments without a skin care system. And then, and it's, it's actually, and that's what I mean by explain. It helps really drive home that long term recommendation. And then finally they would show me some before and after images that actually like, are like people who have the same problems that I had. And I can see some of the results and it gives that visual proof as well too.
- [13:08]
B
I love that. Definitely something to that. Seeing is believing. Right? That's, that's real. That's awesome. Thanks for walking us through that. I think in general that CARES framework is so helpful. And I'm wondering what other techniques do you use to ensure that clients commit to the plan after you've delivered this super robust consultation?
- [13:27]
A
Yeah. And it's actually one of the steps that happens right before the consultation. It's one of my favorite steps of the consultation. And it's a technique we call. It's in sales psychology, we actually call it. Yes, stacking.
- [13:42]
B
Okay.
- [13:43]
A
And it's where in your intake form we want to actually seed the solutions and the problems that your client actually wants. So this means literally updating your intake form to have descriptive words that would describe the things that we just talked about in the consultation. So like I would be marking off like uneven skin tone, hyperpigmentation. If I had acne scarring, I might be marking off acne scarring or skin Tightening or crow's feet. Right. And so we have that on our intake form and we mark it off. Right. The patient or client marks it off. And what this does is there's also a psychological principle we call commitment bias. And when we agree on the intake, so we've actually written it out, like, we've marked it off. Right. And then in clarify and affirm, we look at the digital intake and like, we're confirming with Heather that she actually wants these things. I've agreed on the intake, and then I've agreed verbally. In that clarifying affirm process, the likelihood that I am going to say yes to your recommendation is higher because of the yes stacking psychology involved. I've already said on the intake, and then you've confirmed the intake with me. And so it's. It makes it so that your patient or client will be more likely to commit to that big recommendation. So having your intake be able to do this is huge.
- [15:13]
B
That's such a good tip. And I think this is where gloss genius, having customized intake forms and waiver forms are so helpful in kind of the operational heartbeat of a strategy like this. So I'll just quickly share that. You can really easily build in that yes stacking principle on your custom flow, so you can ensure that the data is automatically linked into the client's profile. And you're getting that early touch point where you're receiving all of that consent very early. There's no more paper forms or manual data entry on your part, and the system really does the heavy lifting so that you can focus on your client and what they need. So we're really proud of that. And I think that would. That would be super helpful probably to a lot of folks here in the audience tonight with that. I mean, Heather, in your experience, I know you already mentioned a little bit about before and after photos, but how important are these really to driving home treatment decisions and to ongoing rebooking for your clients?
- [16:03]
A
Yeah, you know, it's interesting. 70% of clients rely on before and afters in their decision making. But not only that, before and afters visual representation of the transformation you're talking about and recommending has a different type of emotional resonance than Nicole and I just sharing the words with each other.
- [16:26]
B
Right.
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A
Oh, it really drives it home. Another side thing it does is that if somebody's already spent money with you, we know they're five times more likely to spend more money with you. If you're able to track progress for me. Right. I'm more likely to stay with you. Because I'll see the before and afters too. But then of course we can use the before and afters in other consult and marketing too. But it helps so much with client retention as well, being able to track those results too.
- [16:53]
B
That's amazing. Yeah. And I think, you know, I'd love to just share a little bit too about how with Gloss Genius when you need to store those images. I can't tell you. I've talked to a lot of folks out in the field and they, they've shared this pain point of taking before and after photos and having to literally scroll back in their camera roll to access before and after photos to share their with their clients. That is not scalable. Right?
- [17:14]
A
No, I know.
- [17:15]
B
And you're on the fly and you're just quickly taking those photos. You want to get them done, but that's a challenge and it's not something you're going to be able to keep up with long term, especially as your business grows. So at Gloss Genius, we have really robust SOAP notes and client notes where you can securely store those progress photos, which is really big. And then not to mention, you know, your detailed formulas, your treatment tracking data, all of that lives right in the client's profile. That way you're not doing any hunting around to any of your, you know, maybe you've got like a notes app thing going, maybe you've got stuff in your camera roll too complicated. Let's streamline it and keep it all in one place. I'll also just share too that with Gloss Genius, our automated follow up texts really ensure that clients feel support supported post service and they're an easy way to check on, you know, their satisfaction prompt, rebooking all without lifting a finger. All part of the product. So sharing that with you guys here as well. And then I wanted to ask too, so you know, before we move on, I think we're all probably really excited about the CARES framework and how powerful it can be. Let's see, in the chat, does anybody have any thoughts about which aspect of the CARES framework they're most excited to implement first? See anybody in the chat have a, have a vibe on this yet? And Linda? Yes. Photos are kept inside the client profile. Yeah. So you'll have that, that profile that you can kind of return to. It's like a digital file for all of your clients. Any reactions to the CARES framework? Yeah.
- [18:44]
A
And the other thing I'd like to mention is as they grow their team too, like it helps keep all team members on the same page with clients too because you can. They can all refer back to the notes, which is great.
- [18:55]
B
Yeah, no, totally agree. And it's so hard to share information when you don't have things in a centralized place. So, yeah, 100%, Heather. I think that's a great call out. Thanks everybody for following along for this first pillar. Let's dive into our second pillar. This is the multimillion dollar menu. I actually think this might be my favorite section. This is super interesting to me. Service menu strategy. I think it's an underrated topic to dive into. So, Heather, we often hear from owners that pricing strategy is one of the most daunting things to navigate, particularly in the med spa world. So I'd love to hear what's your best advice here and how does pricing influence profitability and loyalty among your clients?
- [19:36]
A
Yes. So one of the biggest hurdles in building a multimillion dollar med spot is having to feel like you're competing on price all the time. So your ability to be able to achieve profitable millions is directly related to the strength and differentiation of your menu. So you must really stop focusing on just selling individual services and start selling what we like to call signature offers and packages and plans.
- [20:06]
B
Love that. And so this was something that really stood out for me when I was kind of learning more, Heather, about some of your amazing principles. I love the signature offers concept. So maybe in the next section would love to learn a little bit more about what does that kind of look like in practice.
- [20:23]
A
Yes. So really the whole goal is to focus your menu around solutions and outcomes rather than just generic a la carte service line items, if you will. And we break this down, the structure of the menu into really two different categories. So the first is comprehensive signature packages. So these are your big high value multi service plans. This is really when, you know, when we use the example of me and I came to you with all of the problems or desired outcomes I wanted. Some of those solutions are going to take more than just one talk appointment or one microneedling appointment. Right. So comprehensive signature packages are typically packages and signature plans that you create that actually solve a problem that takes a multifaceted approach to it. Right. These are typically packages that are in the 3 to $10,000 range that will really drive home an exceptional result for your client. Then the second category is branded elevated mini offers. So this is where we take maybe your more entry level services for new patients, or maybe these are the treatments or services that you would get maintenance wise in between the big packages as well too, that we're taking something like lips or tox or microneedling. And we are branding it and elevating it slightly so that it is uniquely branded to you and also just highly marketable and differentiated as well.
- [22:06]
B
Amazing. And I know that you shared that. What's kind of interesting about this menu is that it has your year round customer in mind. So I wonder if you could share a little bit about what you kind of mean by that and how having these two kinds of packages or offers on your menu support that.
- [22:23]
A
Yeah, so when I was working at a medical aesthetic practice, I worked at two different places. I worked at a plastic surgeon's office, and then I helped a family practitioner launch and grow her med spa. And so she had come out of family practice. And when you have a family practice doctor or primary care doctor, you get a physical or a well check every single year. And in the same way, I recommend for all of you that you have an annual consult with every single client that you see regularly, once a year. And so the backbone of the menu is really taking the annual game plan approach. Now, this doesn't mean you're giving necessarily an annual package recommendation where the entire package for the year is just what they need for the whole year. But it's creating a menu that will help you be able to help the client have to make less decisions and commit to a more annual game plan with you. So they may have like two to three. It really depends on what you uncovered during the consultation that they actually want from for outcomes and desired results. But your menu should help actually be able to give roadmaps for your clients for that annual game plan too.
- [23:46]
B
Yeah, that's amazing. And I think you made a really excellent point that I've heard you make before, where basically it's so much easier to get someone to commit to one sort of decision versus 12 separate appointments. 12 separate appointments is daunting, but one plan is a little bit more palatable.
- [24:06]
A
For sure. We underestimate how much decision fatigue our patients actually have when they come to us. And so if we can limit the decision making, it helps them. Right? It helps them with the cognitive overload that most of us and most of your clients are actually having when they come to you too.
- [24:29]
B
Amazing. I see a question from Stephanie around, you know, do you ask folks to pay? Totally up front. Great question, Heather. Do you have any first reactions to that?
- [24:39]
A
Yeah, so it depends. A lot of my clients have financing options and so a lot of them will offer payment plans as well. So not Every package is $10,000, by the way. And our pricing Philosophy, just as a sidebar is like the packages are designed to create really outstanding outcomes and results. Like we don't build them to necessarily be like, oh, we have to have a $10,000 package. Right. We're building the pricing structure around creating outstanding results for the types of clients that you serve and the types of results you're trying to help them achieve. But sometimes, I mean, I've had clients had, have $15,000 packages or it's 3,000 or 5,000. Yes. Some clients will pay upfront, but many of my clients have payment plans and other options for financing as well too.
- [25:34]
B
Yep. And we'll dive a little bit more into the glossy solution for, for payment plans because we certainly do have that on the menu here.
- [25:41]
A
Great.
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B
Which is super exciting. And Chloe has a little follow up question around. How many packages do you suggest offering on a menu before it gets a little bit overwhelming?
- [25:50]
A
Yeah, so I actually recommend, and I will be honest, Chloe, I have some clients who come to me and they have, it really depends on how many things you specialize in. So for example, I have some clients who have weight loss, HRT aesthetics, they're doing acne, and they are going to have more packages on their menu than maybe my solo injector who just has some injectables, microneedling and some skin care. So it does depend on how much technology and products you actually already have. And so I would say I don't recommend really having more than three to five ideal client avatars that you build your menu around. And so a quick little cheat sheet on how to do this is to take the three to five ideal client avatars that you have. For some of my clients, they only have like two client avatars. You don't have to have three to five, by the way. I just think I wouldn't have more than that. And actually asking yourself, Chloe, what would I recommend for this avatar? So I gave an example of an avatar, me, a 47 year old mother of three who has a whole list of things that I'd like my glow up to be around. Right. And so then you would ask yourself, Chloe, what would you recommend to me if you weren't limiting the scope of your recommendation by any preconceived notion of my budget or what have you would really just build it around what you would recommend and then we would start designing packages around that as well. So I hope that helped. But it does, there is a little bit of nuance and it matters how many, how many things you've got as well too. How Many specialties you have how many devices and what have you. Because the goal is, is that with all of your current service offering, all the products you carry, whether you have skincare or what have you, that everything fits inside of your menu. So we want the menu structure to make sure that it's able to create those outstanding outcomes for your clients. And then we want to make sure that everything that you've got has a place inside of your packages, inside of those comprehensive packages. And then the branded elevated mini offers too.
- [28:14]
B
Love that. No, I think that's so helpful and I love to kind of put the question back to you guys of, you know, you know your customers best, right? Like who is coming for your services and building around the services that you can offer them and who they are. So I think that's, that's super helpful.
- [28:29]
A
And what I found, sorry, go. Is that many of you are already doing clinical protocols that, you know, like, if I came to you and I was like, I want glowing skin and I have melasma and I have hyperpigmentation and I also have, of course, like, I would like some tightening and all this, I guarantee you, you guys already have the clinical protocols in mind that would make outstanding packages. Right. And we just want to give them their own sort of brand within your ecosystem as well. So we build the menu off of the clinical protocols. Nine times out of 10 that you already have in mind, you just haven't actually reimagined your menu in this way.
- [29:14]
B
Amazing. Well, let me share a little bit about how the tech at Gloss Genius can kind of help facilitate some of these, these things that Heather's sharing, because I think there are some really great functionality that could kind of bring some of this to, for you all. So at Gloss Genius, we're really excited to be able to offer packages and memberships so you can build these offers, these unique offers into your service menu, which is shoppable online to your clients and also sellable in person. So these are designed precisely to create those high commitment signature packages and you define the solution and the system kind of once within the platform and then from there, Gloss Genius handles the tracking, the recurring payment and redemption of everything within the package or membership. So making that crucial single commitment decision, it's super easy for the client and also effortless for your team to administrate. I think that's the key. We'll get a little bit more into this, but tracking all of this manually is really difficult to do to the extent that you can go ahead and systematize it. You should. I'll also share. I know this came up already. We do offer Buy Now, Pay later for even greater flexibility. So to the question that was asked earlier about. About paying up front, you know, we recognize that some of these commitments can be quite large for our clients, and obviously this is up to the individual owner. But Buy Now, Pay later can basically help you easily sell through those higher ticket memberships and packages, and clients pay over time. And I'll just share too, that with Gloss Genius. We offer, you know, the choice between Affirm, afterpay or Klarna, and then all of the administration of those subsequent payments is happening on the front of those services, not yours. Right. So again, removing that manual load of having to kind of check in and track and, hey, where's the payment? The Buy Now, Pay later provider can provide that for you.
- [30:58]
A
That's so huge.
- [30:59]
B
Yeah, really big. We're seeing a lot of really great success from it and even three times higher ticket prices on average when people turn this on. So definitely consider it. It's a great option for many businesses. And Buy Now, Pay later options, I see a question about them being free. There is a 6% fee for the use of them, so keep that in mind. There is a little bit of a cost associated with that, but often, you know, the fact that you're being able to receive funds up front in these sort of large amounts is kind of a nice counterbalance. And we often see people kind of adjust their service prices to, you know, keep those. Those fees in mind. So, yeah, candidly, Sierra, that's the situation there, and hopefully that was helpful. And Linda had a similar question as well. Yeah, Heather, I have a question for you now, you know, okay, you've created all these packages in Gloss Genius. You're, like, ready to go. You want to go to market with them. How do you think about marketing these packages? What do you do to kind of get these packages sold?
- [31:57]
A
Yeah. In this framework, your menu really is the backbone of your marketing. And you actually really want to think about your content and all your marketing as backend engineering to your signature offerings, especially the things that, you know, deliver the best results for your folks, because it's going to move you away from the promotional planning of, you know, just what discounts are we going to run this month? And we'll shift you into really moving into the transformation that you really want your marketing to be built around as well, too. So you want them to be bought into your expertise, and this helps actually showcase your expertise in a really different way than just like, hey, like, we have a 20% off XYZ skin care line this month. Right?
- [32:53]
B
Right.
- [32:54]
A
As well.
- [32:55]
B
Yeah. That's fantastic. It's this idea of, like, these are so results oriented. It really shows off your skills, which I think is so brilliant.
- [33:03]
A
For sure.
- [33:03]
B
For sure. Yeah. And so I'll also just kind of give a little plug for the Gloss Genius booking sites. So I'm sure some of you guys have some familiarity with our, with our booking sites. I mentioned before that packages are shoppable on your booking site. And so, you know, you can kind of promote these branded offers instantly when you add them to your service menu on your Gloss Genius booking site. You can add images, things like that, to kind of help clarify what, what's being sold. And then I'll also share too, that our integrated marketing tools allow you to communicate the investment value of solutions directly to clients. Email and text. So text and email marketing is part of the Gloss Genius package. It really helps you reinforce your unique value proposition with every touch point and let people know what's available for them and what kind of results they can expect too. So, yeah, really excited that we were able to dive on this. And again, I'm kind of obsessed with this, like, optimized menu concept. So thank you, Heather, for, for bringing this to our attention. I think it's incredible. So to kind of recap this section, stop selling a service, start selling a plan and a solution, and use Gloss Genius to help execute the commitment and the communication automatically without all of the overhead and headache. I am going to move on to our last pillar, which is our automated retention engine. So let's dive in here. One second, Sorry.
- [34:22]
A
And.
- [34:24]
B
I want to ask everybody a quick question first so we know how important it is to prioritize retention. We just talked a lot about building loyalty, getting people in the door, but we know that it can be a lot of work and there's a lot of automation that is maybe something we haven't explored yet that can help simplify. But I'm curious, is anybody here currently not automating some of these complex retention systems? And if so, how much time do you currently spend on admin every week? Does anybody in the audience have a view of how much time they're spending? You know, whether it's communicating with their clients or doing overhead? So much I love. Very honest. It's hard to quantify. I get it. Anybody else have any thoughts on how much time they're spending on this admin stuff?
- [35:10]
A
Stephanie? 65%. Elise.
- [35:12]
B
That's so crazy. 50%. Natalie. Whoa. All right. Okay. We got to get this down. We got to improve this. Awesome. All right, well, keep, keep letting us know in the chat what you guys are doing on this front right now. But let me kind of take a step back here. So we've talked about this. We've, we've sold the plan. Now, how are high performing med spas ensuring that clients stick to a 12 month commitment? Obviously, manual follow up is impossible at scale and to the point of some of the folks here. You know, it's, it's very time consuming, consuming to be super, you know, engaged with your clients on the daily. And by the way, every hour spent on admin is potentially representative of lost revenue. So not to be the bearer of bad news, but that's, that's the sort of trade off here. So Heather, with all this in mind, what's your best advice for managing this, for changing it? How do you kind of get away from all the admin overhead and, you know, start kind of spending your time where it's most valuable?
- [36:15]
A
Yeah, you can't scale loyalty if it's you. If it's just you or your team has to manually chase every. We book or follow up. So this third pillar is so critical. Being able to really use your tech to be a silent partner that manages that automated retention engine that you mentioned, Nicole, in the background. I personally think that retention is about consistency and using personalized texts and emails after treatment for like post care instructions and before the next cycle to prompt whether it's a new plan or their annual plan. This communicates like having this automated system in the background helps you to be more present when you're with your clients and it helps you to be more present as like the visionary that you need to be in order to run your business. So being it also helps you just be able to consistently communicate with your clients that you care about their results, that you remember that they, to connect with them at different points. And so it's a really powerful driver of loyalty as well.
- [37:27]
B
Yeah, I couldn't agree more. And you know, Robin, I see what you just shared about, you know, the time being so much because it's just you, you know, tech can really help facilitate some of this and be, to Heather's point, a really great silent partner. Something that's working in the background to support you and to kind of contextualize things too. You know, 50% of beauty and wellness business owners, and this is based on a poll that we recently did here at Gloss Genius, spend more than 5 hours per week on admin 10% spend more than 16 hours on this. So you guys aren't alone. This is a huge challenge that's facing many businesses. But you know, fortunately I think there are some things that are out there that can really help streamline things and support, support your loyalty goals and your client growth goals as well at the same time. Which is, which is amazing. Cool. Well, let me share a little bit about how Gloss Genius can kind of streamline some of this backend work for you. All our automated booking and rebooking reminders and automated text and email marketing can handle a lot of the client communication for you. So you set up campaigns based on the service the client received. You can nudge them towards their next appointment or their package renewal. And this is all running in the background while your team is serving clients in the spa and you're not working manually on your phone, shooting out messages to remind people to rebook, to check in with them after their appointments, and also to renew things like memberships. The other thing that's really cool is that Gloss Genius automatically reminds clients and staff when a package is nearing its end. So you know, the providers can check on clients remaining package balance from mobile app to make renewal conversations super effortless. So there's all these smart things that are happening, prompting you and prompting your clients and making sure that that whole retention engine is moving in a really streamlined and seamless way. So very high level. I think there's a lot of great stuff in here. Last thing I'll just quickly share on this front from a rebooking perspective is that we have the capability to rebook clients seamlessly within checkout too. So when you're at that point of checkout and you're redeemin a package or a membership or even just having an appointment with somebody, we see a 75% or more rebooking rate thanks to a combination of these, these rebooking at checkout prompts and then also those rebooking nudges that you can send via text. So just some really great stuff that I think is really cool and we're super proud of here at Gloss Genius. So I'm curious to. You know, Heather, obviously you get that first annual commitment for this big annual plan you have with your clients. How do you think about making sure that the next annual commitment is secured? Because again, like, it's great to get one commitment, but how about the next one after that?
- [40:12]
A
Yeah, I think it's really important to mention that having a system that can actually remind and actually keep track with all because you all have so many clients to keep track of as well too. So they not only you have to have a system that will allow you to do that so that they, they can automatically see the value in continuing on and also to reduce any of the friction that they would have. And honestly, the friction for you because you guys are wearing so many hats, right? As well.
- [40:49]
B
Yeah, definitely. Yeah. Again, making sure that we have those, you know, packages that are built with tech automatically reminding the clients and the team when packages are nearing their end creates that like really seamless automated upsell. And then, you know, the cool thing about Gloss Genius is like you can use it on your phone, you can use it on a desktop device. So it's literally in the provider's pocket when they're having these conversations and it's letting them know, hey, here's what's happening. It doesn't get much more easy than that in terms of making sure that everybody's on the same page about what needs to happen in the treatment room at checkout as well, which is great. Again, by automating these key touch points, you can ensure that clients are just never feeling forgotten and your team is really never getting bogged down in all of the admin work that is so challenging for us. Yeah, we're really proud of that here and we're really excited. And I see some questions about gua's integration into emr. Really excited to share that we're constantly evolving and adding new features for MedSpa. So I just ask you all to watch this space. We have a lot of things, things coming. We're not integrated into an EMR today, but there's a lot being developed and we're really excited for 2026. So let me give a quick review of what we covered. So again, we really had a great time tonight covering our three pillars of transformational loyalty. Recommend you guys want to screenshot this slide? This is another great screenshot slide those high level takeaways from all three pillars. The first is our transformational consultation. So we implement the CARES framework to structure our client conversations, build commitment and secure retention. We're going to use yes, stacking on intake forms to gain buy in on these comprehensive care plans. And then we're going to make sure that we leverage our before and after photos and meticulous client notes to track progress, build trust and recommend personalized plans. The second section here is Million Dollar Menu. So again, we're not going to be just selling individual services, but we're going to start selling signature offers that help Define your brand, what you focus on and really kind of bring the solutions, not just transactions. We're going to bundle services into bigger packages to secure long term commitment upfront and require only one decision. And then we'll use systems like Gloss Genius where you can use packages and memberships to define the solution once and then automatically handle tracking, payment and redemption seamlessly in one place. And then last but not least and very related is the automated retention engine. So really recommend that you guys investigate how you can turn tech into a silent partner that automates your retention as manual follow up is super, super difficult to scale. Use that personalized automated text and email tool to scale sending care instructions, rebooking and more. And then last but not least, secure the next commitment with zero friction by using membership and package renewal alerts that automatically remind the client and team and create seamless upsell opportunities. So definitely again take this screenshot before we jump to our Q and A. I am going to share one more slide. So I want to say first of all huge thank you to Heather for being here and she's going to keep giving us some wisdom when we jump to our Q and A. The strategies are super clear and the tool to execute them is Gloss Genius. So to start implementing the systems that Heather discussed, from customized intake forms to seamless packages and membership, I am going to share a quick link in the chat. So you can either scan the QR code or you can click this link the schedule today link to book a demo. And when you book a demo with Gloss Genius you meet with a real person who customizes the experience to you. We have a lot of folks who love meeting with medspot owners and they would be so excited to meet you and walk you through all of the amazing features of Gloss Genius and what they look like in action. So definitely click the link, schedule a demo or scan this code and then I see you have some questions about follow up. So we are going to be sending a follow up email with a link to the webinar recording. So keep an eye out for that if you guys ever want to revisit anything that we discussed tonight. That's a great resource for you too. So yeah, I know it's a mouthful, but please feel free to schedule that demo and check it out for yourself. I think you guys are going to really enjoy it. All right, well with that last but certainly not least, let's get some of your questions. We've got a little bit of time left in our in our hour so if anybody has any questions for Heather in particular, drop them now. This is your time. Okay. Amanda, this is a great question. I love this question. Heather, I would love your perspective on this. So the market is so crowded right now. How do great med spa businesses stand out?
- [45:34]
A
Well, one thing before I actually answer the question first, you got to put your blinders on to what everybody else is doing and really double down and stay in your lane for what you know that you are a true expert in. I know it sounds cheesy, but we can waste a lot of energy looking around at what everybody else is doing. I truly believe that in every industry, positioning yourself differently, like, how many different Italian restaurants can there be? Right? Like, every time I live in Scottsdale, every time a new restaurant opens up, I'm like, how can there be? And it's because they create a different concept. And so the reason why the million dollar menu is so powerful is because it takes kind of like your generic a la carte service menu that does, quite frankly, have you competing with everybody else in your market. And it helps you reposition what you do so that your offers are unique. The other thing I'll just say is that there is always a market for folks who are able to deliver really outstanding outcomes for certain types of humans. When you focus down on who it is that you know that you can create outstanding outcomes for, you create a menu of offers and packages and solutions and game plans to get them those outstanding outcomes. Then you take those outcomes and you start using them in your marketing. I promise you, you will differentiate yourself from all the BS noise in our industry.
- [47:14]
B
That's awesome advice. And I always love advice that's on the side of avoid the compare and despair.
- [47:21]
A
I mean, you. I mean, we all suffer from it sometimes, right? And we just need that reminder that we just gotta keep our eyes on our own paper.
- [47:29]
B
Yep. That's so, so wise. Okay. Chris Shell shared a question. So she's a solo SD and she's wondering, you know, where should she focus first? What would be a great first step? I see a little bit like, you know, thinking about two to three different avatars and building a menu around that or following up with existing clients and maybe building some packages into that follow up. Like, I guess this is. I think this is actually a great question. You know, what's that first step for folks that you would recommend, Heather, coming out of this?
- [47:58]
A
Yeah. So if you're brand new, your secret sauce is the fact that you really can go all in with. I would go all in on us. Like, like we talked about, like, maybe one to three people that you know, that you know, whatever treatments and services and products you have available to you and create a couple of core packages that you want to become known for. And a little secret I would say, if you're brand new, is I would help yourself manufacture success for yourself. And what I mean by this is strategically put together a couple of packages and then find humans that you can even give special pricing to initially to get results for right away so that you have some case studies that you can use like that you can track inside of Gloss Genius and keep track of get before and afters for. And then use that in your marketing right away because you'll be so surprised it won't take. You don't need to have hundreds of case studies and testimonials and results. You just need a few key results that you can start using as well too. So that's what I would do is I would double down on, okay, what do I want? Who, who do I really want to become known for helping? And then what are some of the packages that I would create for her or him? And then can I quickly find some humans that maybe I give specialized pricing to and then in exchange they're willing to give before and afters that I can use in my marketing initially as well too. And not only will this help with your marketing, it'll also help encourage you because you'll be getting bigger results for those initial clients as well too. So that's where I would start.
- [49:47]
B
Yeah, I love that. And I think it's a great example of what you're sharing before around in this space. Everybody's thinking in protocols already. So it's like, how do you take those existing sort of systems that you have in place, build them into this package and then maybe, yeah, go to some of your. Either you find folks through some street marketing or through referral, or you go to your trusted people you already have and you kind of bring them into this and yeah, build those marketing materials around it. I think that's. That's an excellent point. That's great. How do you and others drive new business with a brand new business? And I think, you know, Heather just shared a great idea around like starting to market some of these packages with, with special pricing and so on. Heather, do you have any other like hot marketing tips or anything like that for getting people in the door at the very beginning?
- [50:34]
A
Yeah. So you essentially have two categories of getting visibility in new people. There's paying to get visibility in new people, where you're paying for advertising, whether That's Google Ads or meta ads or what have you. And then there's the labor of actually more grassroots marketing of or, or organic marketing if you will. And by organic I just mean social media posts and what have you. Some of the other things that my brand new clients have done that have really helped as well is going to find other local like minded businesses who have a similar client profile to yours but offer completely different services and seeing if you guys can cross promote each other. This is what I mean. Like I gave you the paid and you may want to pay with your money or you pay with your time. Right. And that means going and actually developing these relationship as well. I've had some clients have real great success by strategically finding other local businesses that have like minded client profiles to cross promote as well too.
- [51:45]
B
Yeah, that's such a good idea. And I've, I've heard a lot of great stuff from, from owners about doing this and really like searching out, finding your small business community and leaning on each other to cross promote. I think it's just such a brilliant concept. All right guys, well we've only got about four minutes left in the hour, so last call for questions. Anybody else has any great questions for Heather, feel free to drop them in the chat. As a reminder, we're going to be circulating a follow up email with your recording. We'll also share that demo scheduling link again in that email. So you guys can feel free to get a little bit more time with Gloss Genius. And I'll reshare the link here just in case anybody missed it the first time. But yeah, if folks are feeling good, we don't have any other questions. Last call, last call. No pressure. I know it's a Monday, we're all kind of getting our week started. It's fine. Well, thank you all for your really thoughtful questions. Looks like Lisa's typing. But you know, we really appreciate you guys spending time with us tonight. This was really fun. I feel like I learned stuff. I hope you guys all learned something. And yeah, I just want to say thank you again to Heather. Heather, do you have any last thoughts you want to leave us with before we hop off?
- [52:55]
A
Sure. If I could leave you all with one thought, it would be this systemization is really the secret to client retention. We oftentimes think it's this elusive thing that will just either happen or not happen. But it totally will happen if you implement a predictable plan. And with the right platform backing you up like a Gloss Genius, your clients really should stay for the long haul. So thank you for having me, Nicole. And to everybody, awesome.
- [53:26]
B
Thanks again, Heather. And thanks everyone here tonight, and we'll let you guys get back to the real world. Thanks for spending time with us, and we'll chat soon.
- [53:37]
A
That's it for 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 as 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.