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Diagnosis Is the Moment Everything Is Won or Lost · Salon Success Secrets — The podcast for salon owners who are done hustling harder and ready to break their revenue ceiling.

• 0:33
  SPEAKER_01: There is a silent killer in the salon industry.
• 0:37
  SPEAKER_01: It's not pricing, it's not marketing, it's not the economy, and it's not Instagram.
• 0:46
  SPEAKER_01: It's something much quieter.
• 0:49
  SPEAKER_01: It's called surface level service.
• 0:53
  SPEAKER_01: And surface level service is the reason retail stalls.
• 0:59
  SPEAKER_01: Upgrades feel awkward.
• 1:01
  SPEAKER_01: Guests say, I'll think about it.
• 1:04
  SPEAKER_01: Teams feel like they're working hard, but not winning.
• 1:09
  SPEAKER_01: And today we're talking about the moment everything is won or lost.
• 1:16
  SPEAKER_01: Diagnosis.
• 1:18
  SPEAKER_01: Because here's the truth confusion lowers conversion.
• 1:24
  SPEAKER_01: And diagnosis determines dollars.
• 1:30
  SPEAKER_01: You know, if there's confusion in the conversation, there will be hesitation in the decision.
• 1:37
  SPEAKER_01: And hesitation is expensive.
• 1:41
  SPEAKER_00: Yeah, so uh let's name the villain clearly.
• 1:45
  SPEAKER_00: Like the villain is not your team.
• 1:47
  SPEAKER_00: Congratulations.
• 1:48
  SPEAKER_00: The villain is not your pricing.
• 1:51
  SPEAKER_00: The villain is shallow conversations.
• 1:54
  SPEAKER_00: So, you know, you've probably walked into the salon of floor before and heard it.
• 1:58
  SPEAKER_00: How are we doing today?
• 2:00
  SPEAKER_00: Same thing as last time.
• 2:02
  SPEAKER_00: What are we thinking?
• 2:03
  SPEAKER_00: You know, those are what we call surface questions.
• 2:07
  SPEAKER_00: You know, they actually produce surface answers.
• 2:11
  SPEAKER_00: And surface answers create optional solutions.
• 2:15
  SPEAKER_00: So here's the sticky truth shallow diagnosis creates optional solutions.
• 2:23
  SPEAKER_00: Optional solutions.
• 2:25
  SPEAKER_00: And if the problem sounds small, the solution feels optional and things don't convert.
• 2:33
  SPEAKER_01: Yeah, that's so true.
• 2:35
  SPEAKER_01: When it's optional, it doesn't convert.
• 2:37
  SPEAKER_01: You know, this is where we separate identities, you know, because there are service providers, and then there are beauty pros.
• 2:47
  SPEAKER_01: You know, a service provider asks, what do you want?
• 2:51
  SPEAKER_01: But a beauty pro asks, what's actually going on?
• 2:56
  SPEAKER_01: You know, a service provider executes request, but a beauty pro uncovers patterns.
• 3:05
  SPEAKER_01: You know, a service provider works independently.
• 3:09
  SPEAKER_01: A beauty pro works as a part of a team and thinks about the guest holistically.
• 3:16
  SPEAKER_01: You know, they think hair color in harmony with her season, cut in harmony with her face shape, scalp health affecting her growth.
• 3:27
  SPEAKER_01: Like, how is that impacting her growth?
• 3:29
  SPEAKER_01: Her makeup complements her undertones.
• 3:33
  SPEAKER_01: There's, you know, texture management because they know that's affecting her daily frustration.
• 3:40
  SPEAKER_01: So they don't just see hair, they see the whole human.
• 3:45
  SPEAKER_01: And that's different.
• 3:47
  SPEAKER_01: That is leadership.
• 3:50
  SPEAKER_00: You know, Lindsay, I think there's like a universal law at play here.
• 3:53
  SPEAKER_00: It's the law of cause and effect that if you think about it, revenue is not random.
• 4:00
  SPEAKER_00: Retail isn't random, like rebooking isn't random, referrals aren't random, they're they are effects, and diagnosis is the cause.
• 4:08
  SPEAKER_00: If you don't like the effect, look at the cause.
• 4:11
  SPEAKER_00: And when diagnosis is shallow, revenue actually caps.
• 4:18
  SPEAKER_00: Because here's another law it's the law of compensation.
• 4:21
  SPEAKER_00: So it what the law of compensation compensation says is that you are compensated in direct proportion to the value of the problem you solve.
• 4:30
  SPEAKER_00: I got that right written down right here because it's so good.
• 4:32
  SPEAKER_00: It's a great reminder.
• 4:33
  SPEAKER_00: You might want to write that's a writer down or two.
• 4:35
  SPEAKER_00: You are compensated in direct proportion to the value of the problem you solve.
• 4:40
  SPEAKER_00: If you only solve trim the ends, you get paid for trimming ends, right?
• 4:45
  SPEAKER_00: If you only solve um identity confusion, wardrobe mismatch, daily frustrations, confident leaks, like you get compensated at a completely different level because the diagnosis actually determines dollars.
• 5:02
  SPEAKER_00: You know, it's so interesting.
• 5:03
  SPEAKER_00: I just had a uh pedicure the other day, and I never pre-book my pedicure appointments because I'm just kind of working them into my schedule.
• 5:11
  SPEAKER_00: And I've had an experience at a recent Nell Salon where I think she got a little excited, cutting my toes and gave me some ingrowns.
• 5:20
  SPEAKER_00: It was almost like surgery sometime.
• 5:21
  SPEAKER_00: If you've ever had that kind of pedicure, yeah.
• 5:23
  SPEAKER_00: Well, for some reason I kept getting those kind of pedicures for eight to 10 months.
• 5:27
  SPEAKER_00: And I was like, okay, it's time to find somewhere else, Jen.
• 5:29
  SPEAKER_00: Get with the program.
• 5:30
  SPEAKER_00: So I checked out this new place.
• 5:32
  SPEAKER_00: I didn't say anything.
• 5:33
  SPEAKER_00: And um, the the the guy that was doing um my pedicure, he started pressing on that toe.
• 5:38
  SPEAKER_00: And he's like, Does that hurt?
• 5:39
  SPEAKER_00: I was like, Yeah, it kind of does.
• 5:40
  SPEAKER_00: And he's like, Yeah, you got some dry skin in there.
• 5:43
  SPEAKER_00: Um, and then you know, he's he was very gentle about getting it out and like he took time, explained to me what was happening versus the other experience.
• 5:52
  SPEAKER_00: She was just like, Okay, give me the scap scapula, you know, I was like, it was like she really went to surgery.
• 5:58
  SPEAKER_00: And so I was like, wow, that's so crazy.
• 5:59
  SPEAKER_00: And so I was just a whole different experience.
• 6:02
  SPEAKER_00: And so the diagnosis, like he looked at it, he could tell what was going on, and he became the expert, right?
• 6:07
  SPEAKER_00: And so when I went to check out, he was like, hey, let's get your um you want to pre-book your next appointment.
• 6:12
  SPEAKER_00: I can't remember exactly.
• 6:13
  SPEAKER_00: And I was like, absolutely, because like I was committed because of that experience, that diagnosis he gave me.
• 6:19
  SPEAKER_00: He saw it, he was present to it.
• 6:22
  SPEAKER_00: I was like, Yeah, and I actually want to give him a really good tip too.
• 6:24
  SPEAKER_00: I didn't know for 10 months that I didn't have to get surgery on my toe every time.
• 6:28
  SPEAKER_00: It could be done this way.
• 6:29
  SPEAKER_00: And so it was just a really, it was a really cool experience to have.
• 6:33
  SPEAKER_00: Like, man, that is so true when you think about the law of compensation.
• 6:36
  SPEAKER_00: Like, I compensated him greatly because you are truly compensated in direct proportion to the value of the problem you solve.
• 6:44
  SPEAKER_01: Oh, that is great.
• 6:46
  SPEAKER_01: And you know, I think nail salons, it's can be rare that they ask for someone to make a future reservation.
• 6:53
  SPEAKER_01: So the fact that he did that, like he gets yeah, double points for that day.
• 6:57
  SPEAKER_01: That's all I'm like, that's incredible, Jen.
• 7:00
  SPEAKER_01: You know, because think about like the last time that you went to a doctor, you know, if they walked into the room and prescribed medication before asking any questions, you'd panic, you know.
• 7:15
  SPEAKER_01: But if they sat down and said, when did this start?
• 7:19
  SPEAKER_01: What have you tried?
• 7:21
  SPEAKER_01: What's bothering you most?
• 7:23
  SPEAKER_01: You know, how is this affecting your daily life?
• 7:25
  SPEAKER_01: Now you feel safe.
• 7:28
  SPEAKER_01: And your guests are no different, you know.
• 7:32
  SPEAKER_01: But instead of medical symptoms, they have identity symptoms, you know, they'll say things like, I feel washed out, my hair won't grow, I don't know what colors look good on me, my makeup never looks right, my face looks rounder than I want.
• 7:51
  SPEAKER_01: And so if you skip diagnosis, if you skip the emotional route, I mean that really is skipping the emotional route, you know, if you skip that diagnosis piece.
• 8:05
  SPEAKER_01: And so without the root, the solution feels optional.
• 8:13
  SPEAKER_00: So good.
• 8:13
  SPEAKER_00: So this is why we teach the deep DEEP method.
• 8:19
  SPEAKER_00: Um, truly because surface level questions create surface level results, as we said before.
• 8:24
  SPEAKER_00: So D stands for discover the frustration, um, E stands for expose the pattern, the next E stands for expand the consequence, and the P stands for prescribe the path.
• 8:39
  SPEAKER_00: So let's break it down.
• 8:40
  SPEAKER_01: Awesome.
• 8:41
  SPEAKER_01: So that D, that first D, discover the frustration.
• 8:45
  SPEAKER_01: This is not what are we doing today, but it's what's not working, what frustrates you at home.
• 8:53
  SPEAKER_01: You know, when do you feel least confident?
• 8:57
  SPEAKER_01: Because here is where you're uncovering emotional truth.
• 9:03
  SPEAKER_00: And so then we move to the first C, which is expose the pattern.
• 9:07
  SPEAKER_00: So this is where you connect the dots.
• 9:09
  SPEAKER_00: You know, you you may say something like, Hey, you mentioned your color fades quickly and your scalp feels dry.
• 9:15
  SPEAKER_00: Like, how often are you heat styling?
• 9:17
  SPEAKER_00: You said you avoid wearing certain colors.
• 9:19
  SPEAKER_00: Hey, let's take a look at your season.
• 9:21
  SPEAKER_00: You know, this is where step four of our nine-step sales process lives.
• 9:26
  SPEAKER_00: And this is where we truly uncover if you know the guest is a spring, summer, autumn, or winter.
• 9:32
  SPEAKER_00: And we also evaluate the space, the face shape, the space shape, the face shape, you know.
• 9:37
  SPEAKER_00: Uh we access their um scalp health, we look at texture patterns, and we also analyze their lifestyle.
• 9:44
  SPEAKER_00: And you guys, this is not random.
• 9:46
  SPEAKER_00: This is actually professional diagnosis because beauty pros don't guess, they assess.
• 9:54
  SPEAKER_01: I love that.
• 9:55
  SPEAKER_01: Beauty pros don't guess, they assess, yes.
• 9:58
  SPEAKER_01: And that brings us to our next E, which is expand the consequence.
• 10:03
  SPEAKER_01: You know, this is where most salons stop too early.
• 10:07
  SPEAKER_01: They uncover the frustration, but they don't expand it.
• 10:11
  SPEAKER_01: You know, if we don't correct the undertone, you'll keep feeling washed out.
• 10:17
  SPEAKER_01: You know, if we don't support your scalp, growth will continue to stall.
• 10:24
  SPEAKER_01: If we don't adjust the cut for your face shape, styling will always feel frustrating, you know, not in a scary way, but in a clarifying way, because confusion lowers conversion and clarity increases confidence.
• 10:46
  SPEAKER_00: So good.
• 10:46
  SPEAKER_00: All right, so for the P and deep, this is where we prescribe the path.
• 10:51
  SPEAKER_00: So now the solution feels obvious because you've done the work before with the D, the E, the E.
• 10:55
  SPEAKER_00: So based on what you shared, this is what you would say.
• 10:58
  SPEAKER_00: Here's what I recommend.
• 10:59
  SPEAKER_00: And you guys, it's not options, it's not menu items, it's a true prescription.
• 11:04
  SPEAKER_00: And prescriptions don't feel pushy, they feel professional.
• 11:09
  SPEAKER_01: Yeah, you know, and if if your team struggles with retail, you know, if upgrades feel awkward, if guests say, I'll think about it, it's almost never a closing problem.
• 11:24
  SPEAKER_01: It is a diagnosis problem.
• 11:27
  SPEAKER_01: You know, you're asking them to close without any context, and that's exhausting, you know.
• 11:35
  SPEAKER_01: But when diagnosis is deep, the guest starts really convincing themselves because they hear their own words reflected back, and that's when leadership replaces selling.
• 11:54
  SPEAKER_00: So imagine a salon where every consultation feels like a strategy where you know every guest says, Hey, I've never had anyone explain it like that before, you know, where retail feels aligned.
• 12:07
  SPEAKER_00: Imagine seeing this in your salon, where rebooking feels natural, where upgrades feel obvious, where that confidence rises, not just revenue.
• 12:15
  SPEAKER_00: And this is what happens when you train thinking.
• 12:20
  SPEAKER_00: There's no scripts, just thinking.
• 12:22
  SPEAKER_00: And that's truly what beauty pros do.
• 12:26
  SPEAKER_01: Yeah, the thinking.
• 12:27
  SPEAKER_01: I love that, you know, because diagnosis is step four inside of our nine-step sales process, and it's truly the turning point.
• 12:38
  SPEAKER_01: And when you master it, everything gets easier.
• 12:43
  SPEAKER_01: Because again, diagnosis determines dollars and shallow diagnosis creates optional solutions.
• 12:56
  SPEAKER_00: Yes, you guys, before you go out and try another promotion, before you assume it's the economy, you know, before you tell your team to sell more, you know, ask this.
• 13:07
  SPEAKER_00: Hey, are we diagnosing deeply?
• 13:10
  SPEAKER_00: Are we thinking like beauty pros?
• 13:12
  SPEAKER_00: Or are we operating like service providers?
• 13:15
  SPEAKER_00: Because one executes, the other leads.
• 13:19
  SPEAKER_00: And leadership is always more profitable.
• 13:22
  SPEAKER_00: So next week we're going to talk about something that might surprise you why your best people still feel disconnected.
• 13:29
  SPEAKER_00: And once you understand that, you'll realize diagnosis doesn't just apply to guests, it actually applies to your team too.