Episode 24 - Service Cue, the first consultation tool to convert every client into a paying customer

(upbeat music) - Welcome to Just Biddy Therapist where we're sometimes underestimated but always capable of more. I'm your host, Shumara Jarrett. - Today's episode is a little bit different. I am personally going to take you through something that I'm very passionate about as a clinical owner and averaging 180,000 per month. Consistently for years, I learned what matters in the consultation room. And through all of that experience over the last six and a half years, I personally created a software system called ServiceQ. It is the first ever consultation tool that is made for our industry by a Biddy Therapist and it's yours truly. So today what I'm going to do is take you through a masterclass on how to convert your consultations in the treatment room and how you can utilize tools like ServiceQ because there is nothing else like it on the market and convert inside the treatment room. No more emails after clients left, no more handwriting out treatment plans and product prescriptions. Everything is done in the treatment room. And what I realized over the years is that we can have very educated Biddy Therapist, Skin Therapist, Journal Therapist. But if they feel like they're selling, they're never going to convert a treatment plan or product prescription. They might write it all out, but they're never going to ask for the sale. So what our tools do is it equips the therapist to action it then and there with the client to get an answer and convert that sale. Sorry, let's get into it. If you're like me and you're a beauty therapist, when you think about technology, you might think that's definitely not for me. Today is all about setting up really simple systems and processes that your team can use within the treatment room. We don't want your team doing anything after that consultation has finished. We want it all to happen seamlessly before the client leaves. The client then understands exactly what kind of treatment plan and product prescriptions she needs to follow at home to get the best possible results for our customer. The reason why I have been in this industry for 17 years is because I love what I do. But the processes in which we deliver a treatment plan and sometimes a product prescription is most of the time all paper or on occasion for those really savvy business owners, they are spending the time after the client has left typing out a treatment plan or product prescription that is personalized and detailed for every single customer. That is amazing customer service. But if that sounds like you, I bet you're feeling a little bit overwhelmed and you feel like you have a lot on your plate. If you also have a team of therapists like I did in my laser clinic, Australia franchise, I can tell you that it is normal to feel like. You want to be in all the room supporting your team, but it's not always possible. It is great to vibe of other therapists and get their opinions on the skin that is presented in front of you, but it's not always practical. So what we have done is created a really simple framework that your team can follow each and every time to make sure that photos are taken, make sure that they are aligned with what the goals of the client are, make sure that your clients understand why they're investing in a 12 month treatment plan or six months or three months, depending on what that client needs. Today is all about how we can simplify your processes in your business and hopefully impact growth, change and see you thrive. I'm so excited to share what we have built today and hopefully that you get a lot of value and perhaps a little bit of a list of what you can do today to drive growth, increase client retention in your business and make the lives of your therapist incredibly easy all smiles caring for our clients. So let's get into it. Today what you are going to learn is the service gives free phase treatment planning system. This is what I teach when we have a new clinic come on board with us. It is a really simple three phase process or framework that you can use to execute a 12 month treatment plan. I'm not sure about you, but a lot of businesses and even my clinic, we used to have 30, 40 services on our service menu and from the lens of a customer looking at your website and seeing all of the services that you offer, perhaps you might have a lot of different devices in your business. That is all brilliant and really exciting but what I can tell you is that it sometimes can create a lot of confusion for your therapist to be able to execute a map out of treatment plan and also prescribe product. If you're a clinic that has five, six, seven different product ranges, I'm here to tell you simplification is the key. If you're finding that your girls aren't mapping out treatment plans or product prescription in the treatment room, I'm telling you when that client only is your business, they've already forgotten what you said. No matter how good you are or how much you won them over in the treatment room. If you don't execute then and there, nine times out of 10, you've lost that opportunity. So what you will also learn today is just a really strong consult framework that actually drives execution and commitment from your client. And then number three is what I'm so excited to share with you is a walkthrough of the service platform. This was just been very short and sweet and if you are interested in a formal demonstration, you can get in contact with me at serviceq.com. Let's start by setting your team up for success. There are four ways that we can do that. Number one is refine your skincare brands and how many options you have for your team to choose from. I know that that's quite a controversial subject. However, if you have five or six different ranges on your shelves, I can tell you, it will be nearly impossible for a therapist to know the philosophy about that range, the ingredient, profiling information about the formulations and how they were interacted with the skin in detail. My advice to you is just refine it back. Keep your professional skincare offerings simple. Three is a brilliant number. Two to three is fantastic, but we want to make it easy for our team. If they don't know the information or the detail about the product range, they're going to find it really hard to educate the customer in front of them. Number two is refine a service menu. Too many treatments on your service menu creates a lot of overwhelm for your team. If you can look at your service menu on your website or on a paper copy and you have more than 30 services or even more than 20, it can be incredibly overwhelming for a therapist that is trying to map out a treatment plan for a client over a longer period of time. For example, they perhaps might start to think, do they start with pills, do they start with laser or should they look at meddling or do they just look at the standard facial? What do they do and where do they begin? When they only have 30 minutes of time to map out a 12 month treatment plan, it makes it incredibly confusing and just a little bit overwhelming. So I'm not saying let's get rid of all the services on your treatment menu or the devices. That's not what I'm saying at all. What I'm saying is let's just make it simple for them and I'll show you how in a second. Number three is your photography area. You don't have to have like a really complex photo area. You can use a device, a skin analysis device but I always recommend to also have a plain wall, plain light, same area that you take all of your skin photos. These photos are incredibly vital to show the baseline of where your clients start when they're committing to a treatment plan. It also helps to support you if anything happens throughout the skin journey so that you have original photos to see what their skin started with and where it's begun and where it's got to. It's a great opportunity to celebrate the winds and share that across your marketing and social media and it's also brilliant to have it as a portfolio that you can share with new customers coming into your business to build trust and rapport. This doesn't have to be complicated. What we did in our clinic was we had a black roller blind that we actually attached to the back of every door in every treatment room 'cause we wanted photos for all of our services and it was a roller blind and we would just roll that blind back. It was black and it was the same spot every single time. We also marked out on the ground the hexagon shape. The client would put their feet either side of the hexagon and as they would move around, the angles for our photos would be the same every single time. You can write that tip down because that was so incredible because we're able to get the perfect angles and the perfect distance from the staff member to that client. Photos are incredibly important and I highly recommend that you take these tips and set up your treatment rooms like this so you can take amazing skin photos each and every time. Number 4 is May. sure your team had reference tools. A reference tools for me are tools that a therapist can use through their consultation process. It might be images of different skin conditions. It might be a mirror so the client can hold the mirror up and talk to what they're seeing in their skin. It might be a skin diagram. We used to have a skin diorama which would show a 3D version of all the different layers of the skin and then we could talk to what impact perhaps specific ingredients or specific treatments would have on the different layers of the skin and what would happen over the 12 months period and what the clients realistically would see. So all of these tools were incredible to use when you're actually talking to the problems that you're trying to dissolve with the treatments and the products that you're offering your customer. Tested stands are amazing. Now I know that not every business is able to have a test stand or have access to samples but these are great so that your customers have an area where they can test and try and you can also talk to when you're prescribing and recommending product. These tools are very very simple to set up in each and every skin room or an area where perhaps you might have a consultation station. So when I'm talking about setting your business up for success or giving your team tools to set them up for success, these are the four things that I'm talking about. Now before we get into my six-step consultation framework, I am going to talk to how we can reorganise the service menu so that we can get your team optimised for treatment planning. So let's talk about our three phase treatment planning process. Our service queue we recommend that you map out 12 months of treatments and services for each and every client. You don't have to do that every single time but using and following this framework creates consistency in your business. It ensures that you keep your clients longer and you're actually reaching for a goal based on their concerns. We use a three phase process and it starts with phase one is all about preparation, phase two is all about correction and this is where we start to introduce active products, professional advanced treatments and your phase three is all about maintenance, retaining those clients long-term but skin health and longevity. So let's explain each of these phases in more detail. Phase one is all about calming and soothing any redness sensitivity, reactivity before we introduce active. We want that barrier so strong that when we go in with our advanced skin treatments or we introduce active into their regime at home, they're not going to react and they're not going to have any sensitivity because that will put off the results and how we progress throughout their treatment plan as to whether we can even do any more advanced treatments. So phase one is incredibly important. We want to assess the hydration levels. We want to replenish as much moisture as we can. This phase generally is for anywhere from one to three months. Don't miss it because it is creating the foundation for success for your skin transformation journey. I love to educate clients as to why we do this and why your barrier health is so important. If we don't have a strong barrier, everything else that we introduce is not going to give the best results. Phase two is all about correction and this is where our skin therapists arrive. This phase is all about introducing active into their skincare routine. We want to stimulate changing the skin. We want to increase that cell turnover, remove the dead skin cells and replace and replenish with healthy skin cells. On occasion, we will have some kind of control trauma that we're inducing in this skin. So we also want to educate the client about how we can also maintain skin health, make sure that we're protecting this skin so that we can get through six months of treatments and services. In phase two, we don't always have to be aggressive. We just want to introduce ingredients and services that will change how the skin is functioning, explain to your clients what is going to happen in this phase. Will they see dryness? Will they have more breakouts? What are some realistic expectations if we're working with collagen induction therapies? When will they start to see their scars soften? When will they start to see their lines soften? Even though we're in our corrective phase, clients won't necessarily see the result immediately. So setting those expectations is really important. And your phase three is all about replenishing and restoring the skin after corrective services. We can still maintain active ingredients into the client's routine. But we also want to talk about balance protecting the skin so that we can optimize skin health and longevity. Why is this important? Phase three is important because if we don't intend to see the client monthly after 12 months of treatment services, we want to really educate the client about what they can be doing at home to maintain their results of what we have achieved in clinic. After your 12 months of treatment, I would highly recommend getting your baseline photos out and doing a side by side, asking your clients for permission to share in marketing and socials and just building on your client portfolio, even video testimonials is fantastic. Phase three is also a great opportunity for you as a therapist to talk to the client about other areas that they might be interested in, perhaps body treatments injectables or other treatments that, you know, perhaps they might want to start on a different area. So if we just treated phase over 12 months and unfortunately we haven't been able to add on the neck and deck, is it time to look at neck and deck? So it's a great opportunity to have these types of discussions. So let me talk to the clinic owner now, how can we set your teams up for success and actually action this at a clinic level? What I would recommend is have a look at your website and your service menu. I want us to make it incredibly simple and easy for your therapist to know exactly what treatments and services they can recommend in our three phases. So for example, phase one, what you would do is you would list all of your gentle calming, hydrating, nourishing, anything that's going to strengthen the skin from a treatments or professional service perspective. So list them all down. Then for your phase two treatment list, I would like you to list all of your corrective services that you have on offer. It might be peels, it might be skin needling, it might be LED because that's still corrected. It may be breath, it may be laser treatments with some all here. What we're creating essentially is a menu that your therapist can choose from from each of the phases. Phase three, again, are all of your skin maintenance treatments. So we can include some corrective services in there, but I want you to think about trying to get balanced, trying to protect the skin, trying to maintain the results that we've seen in your first two phases. Then from there, I want you to see what this would look like from the lens of a therapist. So a therapist would review the list. She's completed her consultation. Now she's mapping out a treatment plan and she's decided that in phase one, she's going to choose a gentle enzyme for month one and nourishing a calming facial for month two and an LED ultimate facial for month three. That's the first three months mapped out for her client. Phase two, she's going to do three skin needling treatments over three months and three level one pills over three months. So that's six months worth of treatments. Obviously, we can adjust if that's too aggressive. Then in her phase three, she's going to choose three treatments from the list and treatments that she's chosen is a nourishing and calming facial and enzyme facial and to finish it off a skin needling. This just simplifies how a therapist is cherry picking the treatments that she can include in her 12 month treatment plan for her client. We want to make it simple. We want to make it easy. So as you can see, we haven't changed your service menu. We haven't changed your offerings, your devices and your skincare. But what we have done is we've created and set up a system and a structure that is simple and easy and full-proof. If you don't have our service queue software yet, that's totally fine. What I would recommend is just printing out something like this for your treatment rooms. So have your phase one, your phase two, phase three and all the lists of services and treatments that you have on your treatment menu that the girls can choose from. Obviously, when you're treating different conditions, different concerns, different treatment goals, the therapist has full control over what services she actually chooses and for each phase, a lot of them might all be the same. That's fine. She has full flexibility on what she actually includes in her 12 months, but at least we've made it really simple and easy for the therapist to map it out. And we're still thinking about how the client can get the best solution. how she can get the best results. We're still offering support, we're still offering barrier repair, we're still offering correctives and we're still protecting that skin. In our clinic, when we were prescribing products with a treatment plan, we were also handwriting out that product description, or we had a piece of paper on a flip card that we were just ticking across the products and how the client uses them. With Service Hue, you can see here that for this particular client, she's been recommended the Gentle Antioxidant Cleanser that I correct as her step two, her recovery cream, and then her SPF for step four. This is her morning routine. It's in a digital way. It tells exactly how much she used and when to use it. Let's have a look now. What the three phase treatment plan in product description actually looks like from a client's perspective on their Service Hue app. They can see all of their treatments, the dates in which they have booked in. They can also see that they are four of 12 treatments through their plan. They can see what the service information is. So for example, if I had a client booked in for a skin treatment and she forgot what I told her in the consultation about what she needs to do before she arrived, we have digitally in her app her pre-care instructions along with her post-care instructions as well. So your clients will never arrive, not prepared for their service. They'll never do the wrong thing before they arrive and you can also enforce your cancellation and rescheduling policy. Is virtually impossible for our clients to remember everything that we explained to them in the consultation? It also goes for products. We might sell a client six or seven products and if you know from your experience, any time you've ever used a new product, it takes a little bit time to get used to it. So we're trying to make it really simple for clients using Service Hue. They simply have a calendar with today's date. Then they will have a list of products in order that they need to use along with how much. They have a morning routine as well as an evening routine and they simply mark off what they use as they use it. We can track that they're actually following the routine at home and we know when they're due to reorder so they don't go elsewhere, they clean it down the road and buy it from someone else. We want to keep that money in your business which is incredibly important but it also just makes sure that client gets the best possible results. Hope that this has given you a couple of points in which you can refine how you set up your consultation rooms, your treatment planning menu that your therapist can choose from so that when we start to talk about consultations that convert, we've given our therapist all the tools that they need to be successful in the treatment room. What I would love to see everybody do is implement some of these frameworks in your business and get in contact with me. I would love to hear from you and see if you have changed any of the frameworks in your treatment rooms to give your therapist the tools to succeed when they're mapping out treatment plans and prescribing products over 12 months. What we hope to see is higher conversions, better team consistency, amazing client results and photos you can actually see and more predictable revenue for your business. As service queue we are always here to support you the therapist as well as the clinic owner. I'm incredibly passionate about consultations and treatment planning and I hope that you got some value out of our session today. If you're wanting to learn more about our software and how it can better support you, your therapist and your business, please book a strategy call. You can also do a live demo and you can also call me anytime.