Latest / Honest Esthetician Education / You're Losing THOUSANDS By Saying YES to the Wrong Clients!

Transcript

You're Losing THOUSANDS By Saying YES to the Wrong Clients! · Honest Esthetician Education

• 0:00
  Hi guys, welcome to today's podcast.
• 0:02
  Today we have the amazing Dr. Doan with us on the podcast.
• 0:06
  So excited to have her on and just get to know you a little bit better.
• 0:11
  You are so much fun already in person.
• 0:13
  I want to hear your story, how you started just from the start.
• 0:19
  So I started injecting back in 2017.
• 0:23
  I actually got botched.
• 0:25
  Yep, I got botched.
• 0:27
  I didn't know any better.
• 0:29
  I felt like injections weren't for me.
• 0:32
  Went to a second provider for a second opinion, and he injected me even more.
• 0:37
  So I got scared.
• 0:39
  I started reversing myself.
• 0:41
  Mm-hmm.
• 0:42
  So then a year later, I told myself, yes, and you know, I think I can do this.
• 0:46
  I love injections.
• 0:48
  So when I got in, I worked for a few people.
• 0:51
  I quickly knew I wanted to go on my own soon after.
• 0:54
  Then I opened my place for five years now.
• 0:56
  Wow.
• 0:58
  Yep.
• 0:59
  And when I first started, it was just me.
• 1:02
  I joked that I was the plumber, the gardener, doctor.
• 1:05
  I did it all.
• 1:06
  And now I have a team about 10 people.
• 1:09
  Wow.
• 1:10
  So what were you doing before you started injections?
• 1:13
  I'm a family medicine by trade.
• 1:16
  I did ER, ICU, urgent care, and primary care.
• 1:21
  Wow, and did you love that while you had that season of your life?
• 1:25
  I think it's important to have medicine, definitely in the background.
• 1:29
  In aesthetics, it's more than just glitz and glams.
• 1:31
  There's truly the medicine side.
• 1:34
  I always say when it comes to aesthetics, there's two parts.
• 1:35
  There's a skin medicine, and then there's the skin aesthetics, right?
• 1:40
  So the skin medicine is where I got my,
• 1:43
  medicine came into.
• 1:44
  Wow.
• 1:45
  And so you quickly transitioned to there and you went solo by yourself.
• 1:51
  How soon did you hire on somebody?
• 1:54
  I would say, so when I first started, I had very little people, very little clients.
• 2:00
  They would come from the other clinics.
• 2:02
  Then I knew the key to success was pre-booking.
• 2:07
  Wow.
• 2:08
  So I kept pre-booking and pre-booking.
• 2:11
  Then when I got to six months fully booked, I closed my books.
• 2:15
  I was so busy.
• 2:17
  that I literally had to call injectors around me and were like, are you taking clients?
• 2:23
  Here's new clients.
• 2:24
  Wow.
• 2:25
  Then I realized I wasn't losing money, but I wasn't making more.
• 2:29
  Gotcha.
• 2:30
  So then I hired Vita, which is my PA. She's been since day one.
• 2:35
  Wow.
• 2:35
  So that was, say, about eight to nine months after I opened.
• 2:38
  Wow.
• 2:38
  What does fully booked look like for you at that time?
• 2:42
  At the time?
• 2:43
  What did fully booked look like for you at that time?
• 2:45
  Six months.
• 2:47
  Six months, solidly booked.
• 2:49
  Just every single day, Monday through Friday?
• 2:51
  Every single day.
• 2:51
  Seven days.
• 2:52
  Seven days a week.
• 2:54
  Oh my gosh.
• 2:55
  No kids?
• 2:55
  No kids.
• 2:56
  Oh, that's a big help right there.
• 2:59
  My husband calls it husband time.
• 3:00
  Yes, exactly.
• 3:02
  That's so true.
• 3:03
  Wow.
• 3:03
  So for a little bit, I'm imagining that you didn't have much work-life balance.
• 3:08
  No.
• 3:09
  Yeah.
• 3:09
  I lost student loans.
• 3:10
  Yes.
• 3:11
  Oh my goodness.
• 3:12
  So, so you hired on beat that.
• 3:15
  And then did you shortly hire on another esthetician or I did actually good question.
• 3:21
  So I hired an esthetician.
• 3:23
  She wasn't my employee.
• 3:25
  She, um, just was, she was her own entity.
• 3:28
  Okay.
• 3:28
  Then when I hired her on, um, it was nice.
• 3:31
  They really complimented each other.
• 3:32
  Yeah.
• 3:33
  Yeah.
• 3:33
  No.
• 3:33
  And so you were fully booked.
• 3:35
  That's actually a really short amount of time that you got fully booked.
• 3:38
  What do you do differently that makes the client experience so desirable?
• 3:44
  So I'm really big about, like you mentioned, making the experience desirable, unparalleled, unmatched.
• 3:51
  There are multiple things I do, but I would say probably the number one is I numb them everywhere.
• 4:00
  I don't do just topical numbing because everyone does that.
• 4:03
  So what I do is I do a lot of liquid numbing.
• 4:05
  So it'll take the pain from six, seven to one or two.
• 4:09
  Yep.
• 4:10
  Oh my gosh.
• 4:10
  I can, I can really understand that from a personal experience.
• 4:14
  I've never been injected.
• 4:16
  And I mean, we just did the fake injection, but I've never been numbed.
• 4:21
  So like seamlessly by someone before.
• 4:24
  So you can really feel that touch and that, that special touch that you have.
• 4:28
  Do you think that everybody, that's a skill that you have to learn?
• 4:31
  As far as gentle touch goes.
• 4:33
  Yes.
• 4:33
  I really, I think it's important as an injector that you get injected because you don't know how it feels.
• 4:39
  Um, it really tells you like how fast to go, how slow to go.
• 4:42
  Yeah.
• 4:42
  Um, um,
• 4:47
  No, this is good.
• 4:48
  Yeah.
• 4:48
  So you're so yeah, being injected is such a that's such a good point.
• 4:52
  And I think that will make or break the experience the client experience.
• 4:56
  So for you and you becoming this like such a desirable injector, how did you create a name for yourself?
• 5:05
  How did I create a name for myself?
• 5:08
  Like what makes you so different?
• 5:10
  What makes that Dr. Doe magic?
• 5:13
  I started following all these big accounts.
• 5:16
  And then one summer I just analyzed each account.
• 5:21
  What are they doing that I'm not doing?
• 5:23
  I realized there was one account that had like consistent poses, which are front 3090.
• 5:28
  Okay.
• 5:29
  Lighting, as you know, is so important.
• 5:31
  So her lighting was consistent.
• 5:33
  I wasn't doing that.
• 5:34
  Yeah.
• 5:34
  So I was like, I'm sorry, doing that.
• 5:36
  Mm hmm.
• 5:37
  Second, I had another account where their caption was so captivating.
• 5:42
  Mm hmm.
• 5:42
  So I knew I was like, okay, I have boring caption.
• 5:46
  And so I didn't know the idea of something called the hook.
• 5:50
  So when you write your caption, your first sentence has to be the hook.
• 5:53
  So you got to hook them in.
• 5:55
  I also learned that the hook is kind of like the curiosity line.
• 5:59
  You want to make it where they're curious and they're going to click on your caption to read it.
• 6:05
  So I started doing that.
• 6:07
  But just me for myself, I'm very direct.
• 6:11
  But obviously it comes in a loving, honest, ethical way.
• 6:16
  And people feel that.
• 6:18
  And that's what makes me so different because I'm very transparent.
• 6:21
  I say it like it is, but they know it comes from the heart.
• 6:24
  Where I think most injectors, they're...
• 6:27
  they're, they don't voice about it.
• 6:30
  And so, so I kind of stand out in that way because you're like, wait, who's, who's this girl?
• 6:34
  Yeah.
• 6:35
  I love that.
• 6:36
  Um, so for your consultations and you, you know, having that whole process, what makes a good consultation?
• 6:44
  Yeah.
• 6:45
  consultation is huge.
• 6:47
  So as we all know that I come from medicine, when I got into this field in aesthetics, I felt like I kind of lost that a little bit.
• 6:55
  And in, in aesthetics, in medicine, we talk about, we call the ADPP, which is assessment, diagnose, priority plan.
• 7:06
  Most injectors jump straight to the plan.
• 7:08
  For example, they'll say your cheeks are hollow, you need two syringes.
• 7:13
  With the two syringes, it's going to give you a youthful, balanced look.
• 7:17
  So the word youthful, balanced, two syringe, those are the three plans.
• 7:22
  For me, I'm like, where is your proper assessment?
• 7:26
  And then where was her diagnosed?
• 7:28
  Based on her diagnosed, that will determine the plan.
• 7:32
  So injectors were skipping the ADP assessment, diagnosed property and jump straight to the plan.
• 7:39
  And so as you can see, they kind of lose touch about that.
• 7:41
  Oh yeah.
• 7:42
  So the problem with the plan is it's, it's what we call result based consultation.
• 7:48
  You have to do what I do, what is called symptom based consultation.
• 7:52
  And that's what makes my consultation so different because it's the symptom that will determine the plan and the treatment, not the results.
• 8:00
  Yeah.
• 8:00
  That's amazing.
• 8:01
  I mean, I've, I've been to so many, I can't tell you how many times that's happened to me and that's.
• 8:07
  in the treatment room or somebody tries to just put two syringes in me and that's going to fix everything.
• 8:12
  I know that you're all about symmetry and you only do full face, right?
• 8:16
  Yes.
• 8:16
  And so what's the reasoning behind that?
• 8:19
  So when I first started, just like everyone else, I did a bunch of lips, a bunch of cheeks.
• 8:24
  I realized they were looking off.
• 8:27
  I didn't know what it was initially.
• 8:28
  Um,
• 8:28
  So I started playing around with just the adjacent area.
• 8:32
  So when I did lifts, I knew I had to do chin.
• 8:35
  When injectors caught onto the chin, I did chin shadow.
• 8:39
  When they did chin shadow, I started doing full face.
• 8:44
  And then when they caught on a full phase, I started making full phase mandatory.
• 8:49
  So the reason behind the full phase is two things.
• 8:53
  You want seamless transition, adjacent area to the next, but you also want them to age in the same decade.
• 9:00
  Yeah, no, that's amazing.
• 9:03
  And then you teach about your consultations as well.
• 9:06
  How many conferences have you done at this point?
• 9:10
  good question so i constantly say no to conferences because i feel like it's something that i can just do on my own so i finally had my first on my own international conference in toronto and i plan to do more so my next one will probably be in the u.s for sure okay i'm thinking about summer 2025
• 9:31
  Love it.
• 9:31
  Oh my goodness.
• 9:32
  And how did the first one go?
• 9:33
  Oh, amazing.
• 9:34
  Oh, Canada.
• 9:35
  Yeah.
• 9:36
  It was small.
• 9:37
  I call it a mini conference, but everyone that left there said it was so well worth it.
• 9:42
  The return on investment, as long as they implement what I taught them, especially the consultation, they'll make back what they paid.
• 9:49
  Yeah.
• 9:49
  So what exactly can they expect from, um, I know you do shadow days as well.
• 9:53
  What can they expect with shadow days?
• 9:55
  And then what can they expect with going to your conference?
• 10:00
  So the conference mainly just consists of consultation and probably just, we touched on a little bit on business, but when it comes to the in-person, that's the whole thing.
• 10:08
  So we'll go from consultation to the full business, how to make more money, how I bring in new clients and what happens when they inquire.
• 10:19
  I talk about social media as well.
• 10:24
  Um, I love your social media.
• 10:26
  I mean, how did you figure out your colors, your branding, everything?
• 10:31
  Branding is so huge.
• 10:33
  Every branding has a color palette.
• 10:35
  So I want it to be timeless.
• 10:37
  That was the biggest one, just timeless and minimalist.
• 10:40
  And so I want it where when you're looking at my feed, it's, it's not busy to the eye.
• 10:45
  Right.
• 10:46
  And it's not just random colors, you know, but the biggest thing is neutral.
• 10:50
  Because in this field, it's not just females that we're treating.
• 10:53
  We're also treating male as well.
• 10:56
  So you want to, you want to make it in a way where guys are willing to inquire because it, it, it brands to them as well.
• 11:04
  Yeah.
• 11:05
  And your branding is, is so beautiful.
• 11:07
  I mean, even your new space and your new location, how long did that take for you to have a storefront location?
• 11:13
  Was that always the goal store storefront was right away.
• 11:16
  Okay.
• 11:16
  Oh yeah.
• 11:16
  You're on a storefront, but you're bigger location.
• 11:18
  Right.
• 11:19
  So I went from 700 square feet to now six times bigger.
• 11:23
  This is 4,200 square feet.
• 11:25
  Wow.
• 11:25
  Um, it took a minute.
• 11:27
  I had to get a lot of capital.
• 11:28
  Yeah, exactly.
• 11:30
  So I know that you turn away clients now.
• 11:33
  There's a, you definitely has to be a, um, a good match, a good fit for you.
• 11:38
  How did you go about determining, oh my gosh, determining.
• 11:42
  Okay.
• 11:43
  Okay.
• 11:44
  So I know that you turn away clients now, if they're not a good fit for you, how do you determine that a client's a good fit for you or turning them away?
• 11:52
  How do you say no?
• 11:53
  So when clients reached out to me, I can kind of tell their personality, but when I'm asking them what they're looking for, what they're hoping for, I, I,
• 12:10
  give me some phrases.
• 12:13
  So what they're asking for, I need to see if they're open to doing full face.
• 12:20
  And if they're not, unfortunately I tell them,
• 12:25
  I am a full face balancing injector.
• 12:29
  I don't do single area, which are lips only, cheeks only.
• 12:34
  If it's when they are ready for full face, reach back out.
• 12:38
  That's literally exactly what I tell them.
• 12:40
  Okay.
• 12:41
  I even tell them I'm more than happy to find someone around in the town that will do their just lips only, but I don't take them for that.
• 12:49
  Yeah.
• 12:49
  Do you use that in your marketing that you're just a full face?
• 12:53
  Yes.
• 12:53
  That's amazing.
• 12:54
  I love that.
• 12:55
  So, and I know that a lot of the time we think about, you know, treating one area, but it truly does make a difference if you only treat one area, right?
• 13:02
  Exactly.
• 13:03
  Wow.
• 13:03
  And how I got to full face was once I got to six months booked,
• 13:07
  Uh huh.
• 13:08
  I realized that I was able to be selective.
• 13:11
  And again, this is an elective.
• 13:13
  You're allowed to be selective.
• 13:14
  Oh, yeah.
• 13:14
  Right.
• 13:15
  And so when I realized I was being selective, I had to determine what am I selecting?
• 13:20
  And my only taking on clients, which is lips again.
• 13:22
  Yeah.
• 13:22
  Or can I can I demand full face?
• 13:24
  Right.
• 13:25
  And full face really gives you that seamless results.
• 13:28
  And again, aging the same decade.
• 13:29
  Yeah.
• 13:30
  And so once I figure that out, that's when that rule came out.
• 13:33
  Wow, that's like the secret recipe, right?
• 13:35
  So would you recommend that all injectors only do full face?
• 13:40
  That's the goal.
• 13:41
  I think initially most injectors will go from single areas, such as doing lips, to what we call partial face.
• 13:48
  It's where, for example, if they do the lips, chin, chin shadow, marionette, and that alone will complete the lower face transformation.
• 13:56
  So as long as they do baby steps, so let's say maybe next appointment for the client, they can do a mid-face, which includes under eyes, mid-cheek and folds, and then eventually they'll get that full face result
• 14:08
  at the end.
• 14:09
  For me, what makes me different is I make them do full face in one visit.
• 14:14
  Wow.
• 14:14
  And so how long does an appointment usually take for full face?
• 14:17
  Three to five hours.
• 14:18
  Wow.
• 14:19
  Yes.
• 14:19
  That's the reason why it's hard to get in.
• 14:21
  So for the, for the client, how do, are they relaxed the whole time?
• 14:26
  Does numbing last that long?
• 14:27
  I'm so curious.
• 14:28
  I actually, um, will re-numb them.
• 14:31
  Oh, wow.
• 14:32
  Okay.
• 14:32
  And so as far as comfort goes, is it, do you use that metal thing the whole time?
• 14:38
  Yes.
• 14:38
  Your little vibrator.
• 14:39
  Yes, exactly.
• 14:41
  The vibrator.
• 14:41
  Clives love it.
• 14:42
  Right?
• 14:42
  I know.
• 14:43
  That's amazing.
• 14:44
  It's a, so.
• 14:45
  The idea behind that is it, um, distracts.
• 14:48
  Yeah.
• 14:48
  From the pain.
• 14:49
  So when the pain signal comes down to the site, part of it goes to the vibrator and part of it goes to the site.
• 14:56
  Wow.
• 14:56
  Oh my gosh.
• 14:57
  So is there anything else besides the numbing that you do during your, during the client experience to make it seamless for them to come back?
• 15:05
  I was at the numbing is a big one.
• 15:06
  Okay.
• 15:07
  Yeah.
• 15:07
  That means the biggest thing, biggest one, because when they come back for the next time for the next appointment, they're not dreading.
• 15:12
  They're looking forward to it.
• 15:14
  Yeah.
• 15:14
  Okay.
• 15:15
  That's amazing.
• 15:15
  And your clients pre book a year out.
• 15:17
  Yes.
• 15:17
  Oh my God.
• 15:18
  Cause they can't get in.
• 15:19
  Yes.
• 15:20
  That's amazing.
• 15:21
  Um, and I know that you just moved into this beautiful location.
• 15:24
  Um, you were right.
• 15:26
  A few doors down before.
• 15:27
  And so space was very limited.
• 15:29
  How was the whole process?
• 15:30
  How many, uh, employees did you have?
• 15:33
  Did you bring everybody here or hire on new ones?
• 15:35
  I did, I brought everyone here.
• 15:37
  I don't really have a high turnover rate.
• 15:38
  So I had about six providers, sorry, six staff.
• 15:42
  And then now we're gonna grow to about 14.
• 15:46
  Oh my gosh.
• 15:47
  So what services do you currently offer?
• 15:49
  So injectables for sure.
• 15:50
  So Botox and fillers.
• 15:52
  We also do a radiation sculpture, which are biosimilatory fillers.
• 15:57
  On the esthetician side, we have hydrofacial.
• 16:00
  We got a airlase laser.
• 16:01
  We got a very special melasma peel that my esthetician developed.
• 16:07
  Wow.
• 16:08
  And how do you select employees?
• 16:11
  What is your, what are your factors, your qualifications?
• 16:14
  Yes.
• 16:15
  So when it comes to injector,
• 16:18
  Let me go back.
• 16:20
  In general, I need staff that has great energy, great vibe.
• 16:26
  I'm sure you agree that I'm a smaller clinic, so we all work together, right?
• 16:31
  So energy is everything.
• 16:32
  Oh yeah.
• 16:33
  But I want someone that's like, that is a hustler, takes initiative.
• 16:42
  What else?
• 16:43
  Skilled.
• 16:43
  Skilled, yes.
• 16:48
  Where I'm at in my career, I'm not able to train other injectors.
• 16:52
  So I need someone that's very well experienced.
• 16:55
  But once they come in, they do shadow me.
• 16:57
  So when they shadow me, I'll teach them how I inject.
• 17:00
  Because when people come here, they want my results.
• 17:06
  So I pass it on to my injectors.
• 17:08
  Yeah, that must take a lot of trust.
• 17:10
  Yes.
• 17:10
  That's like, I'm sure everybody would dream to work for you because you're so amazing.
• 17:16
  Thank you.
• 17:16
  Of course.
• 17:17
  And you just developed your own medical supply company.
• 17:21
  That's huge.
• 17:22
  How did that process happen?
• 17:24
  So I started doing something called Pure F Gel for under eyes.
• 17:29
  Then I realized that the kit that we're buying, it was so expensive.
• 17:33
  And when I started analyzing why was it so expensive, because there was too many products, products that we don't even reach.
• 17:39
  I just thrown them away, to be honest.
• 17:41
  So I realized, I said, you know what?
• 17:44
  I want to, I want to provide a solution.
• 17:46
  Yeah.
• 17:47
  Um, I remember reading this business quote where they said, they said, don't reinvent, just provide a solution.
• 17:55
  Wow.
• 17:55
  And that always stuck with me.
• 17:56
  Yeah.
• 17:57
  So then I realized, I said, you know what?
• 17:59
  I'll take this kit and just break down to what we need only again, no less, no more and make it the most affordable so that it's more profit margins in their pockets.
• 18:10
  Wow, I know we're always finding ways to like profit for our business.
• 18:14
  And I feel like companies just throw in things just to throw in and you're right.
• 18:18
  You need to find a solution to the problem.
• 18:20
  So that is genius.
• 18:22
  You found a hole in the market for your industry, which is huge.
• 18:25
  I did, I did.
• 18:27
  And then- The quality isn't affected.
• 18:28
  Yeah.
• 18:29
  You still produce the same amount or more products.
• 18:33
  No, totally.
• 18:34
  So my last question is, what piece of advice would you give to a business owner?
• 18:39
  For a business owner, I would say the biggest one that was a turnaround for me is when I used to charge by per syringe to per area.
• 18:48
  Literally overnight, I tripled my income.
• 18:51
  Wow.
• 18:52
  I started doing that because I realized that we were training clients to think in syringes.
• 18:59
  And honestly, when it comes to result, the way I do is it, no matter how much it takes me...
• 19:05
  no matter how much amount it takes me to do that area, I just do it until it gets pretty.
• 19:11
  And then I just charged one flat fee.
• 19:12
  Wow.
• 19:13
  That's really, that was the biggest turning point for me.
• 19:15
  That is so amazing.
• 19:16
  Um, and then lastly, what, where can people find you?
• 19:19
  Where can they find your medical supply company and where can they find you on Instagram?
• 19:23
  Medical supply company soon to launch is doseeffect.com.
• 19:27
  Okay.
• 19:28
  It's where they'll find the PRF gel kits, the PRF liquid kits.
• 19:34
  I will be carrying those 1ml glass syringes that they can use to backfill with filler.
• 19:39
  Okay.
• 19:40
  Because right now they're using BD syringe, which technically isn't the most sterile way to do it.
• 19:44
  Okay.
• 19:44
  Then I will be carrying those female connectors, which are very expensive right now on the market.
• 19:49
  Okay.
• 19:50
  And then, what was the other question?
• 19:52
  Where can they find you on Instagram?
• 19:53
  Oh, Instagram.
• 19:54
  Or all socials.
• 19:56
  Yes.
• 19:56
  So it's Dr.
• 19:57
  So it's D-R point or period.
• 20:01
  T-H-U-Y period D-O-Y-N.
• 20:06
  Love it.
• 20:06
  If you are an injector watching this right now, make sure you go ahead and look out for Dr. Doan's shadow days that she's opening up.
• 20:14
  She is so amazing.
• 20:16
  And if you are already watching this and it's sold out, make sure you sign up for the next one because they will go fast.
• 20:21
  Well, thank you so much, Dr. Doan, for being on today's podcast.
• 20:25
  Make sure you guys like, comment, and subscribe.
• 20:27
  And we'll see you on the next video.