Latest / Beyond the Needle: The Aesthetics Business Podcast / Turning Skincare Into a 6 Figure Revenue Stream with Cigdem Kemal Yilmaz

Transcript

Turning Skincare Into a 6 Figure Revenue Stream with Cigdem Kemal Yilmaz · Beyond the Needle: The Aesthetics Business Podcast

• 0:12
  SPEAKER_00: Welcome to Beyond the Needle, the Aesthetics Business Podcast.
• 0:15
  SPEAKER_00: Each week, I'm here to share real, actionable strategies and bring on expert guests to help you level up, attract more patients, and build a standout brand.
• 0:24
  SPEAKER_00: Let's turn your passion into a thriving business together.
• 0:32
  SPEAKER_00: Real quick before we get started, now I know this from experience both as a business owner and as a former clinic manager.
• 0:39
  SPEAKER_00: The operations side never gets easier as a clinic grows.
• 0:43
  SPEAKER_00: Staff schedules, payments, marketing, all of it pulling attention away from the treatment room.
• 0:48
  SPEAKER_00: That is unless you have Gloss Genius, the intelligent system that does all of that work for you, so you can focus on the work you love and watch your revenue grow.
• 0:56
  SPEAKER_00: Gloss Genius is sponsoring this episode and is giving you an exclusive code.
• 1:01
  SPEAKER_00: Enter code NEEDLE at glossgenius.com for 50% of your first two months of their MedSpa and aesthetic plans.
• 1:09
  SPEAKER_00: Available to US businesses only.
• 1:11
  SPEAKER_00: Okay, let's get into the episode.
• 1:18
  SPEAKER_00: Hi everybody, welcome back to the Beyond the Needle podcast.
• 1:22
  SPEAKER_00: Today I am delighted to be joined by Cheedham Kamal Yilmaz, a chemical engineer turned skincare formulator and the founder of Skin Masterclass, a certification and consultation system built specifically for skin and aesthetics professionals who want to stop leaving skincare revenue on the table.
• 1:38
  SPEAKER_00: Now, skincare is one of those areas where I think a lot of practitioners know there's an opportunity, but aren't always quite sure how to unlock it.
• 1:47
  SPEAKER_00: You know, they're recommending products, they might have a few things on a shelf that they give to their patients when they come in for a consultation about treatments, but it's not generating the kind of revenue that it could be.
• 1:57
  SPEAKER_00: And most of the time, the problem isn't the products they're stocking or how much they're charging, it's what is happening or isn't happening in the consultation itself.
• 2:05
  SPEAKER_00: Now Cheatham came into this industry from a completely different world.
• 2:09
  SPEAKER_00: She isn't a beauty therapist or an aesthetician or an associate practitioner who learned about ingredients over time.
• 2:14
  SPEAKER_00: She's a formulator who understands exactly what is in a product, why it's in there, and what it actually does at a molecular level.
• 2:23
  SPEAKER_00: And that changes everything about how she teaches practitioners to talk about skincare, recommend it, and sell it with confidence.
• 2:30
  SPEAKER_00: Her clients are hitting numbers that most practitioners wouldn't even think were possible from skincare sales alone.
• 2:36
  SPEAKER_00: We're talking doubled skincare sales, 60% increases in skincare consultations, and in one case, a first 500k skincare revenue year.
• 2:44
  SPEAKER_00: So today we're getting into how that all actually happens.
• 2:47
  SPEAKER_00: The practical changes that make the real difference between skincare that sits on a shelf and skincare that becomes a serious, consistent revenue stream in your planet.
• 2:57
  SPEAKER_00: Okay, let's get into it.
• 3:03
  SPEAKER_00: Hi Cheatham, thank you so much for coming on the podcast.
• 3:06
  SPEAKER_00: It's so lovely to have you here, and I'm so excited to have this conversation because this is going to be very unique.
• 3:11
  SPEAKER_00: I've not had anyone on here really to talk about this kind of thing before.
• 3:14
  SPEAKER_00: So before we get started, tell us a little bit about yourself and what Skin Masterclass is.
• 3:20
  SPEAKER_00: Thank you, Emily.
• 3:21
  SPEAKER_01: I'm so happy to be here as well.
• 3:22
  SPEAKER_01: Thank you very much for the invitation.
• 3:23
  SPEAKER_01: We met as in Malta and hosted an event and we we kicked it off.
• 3:26
  SPEAKER_01: So I'm very happy that we're extending this now to your podcast and to your listeners.
• 3:31
  SPEAKER_01: So I'm T Dem Kim Ali Elmaz.
• 3:33
  SPEAKER_01: I'm the founder of Skin Masterclass.
• 3:35
  SPEAKER_01: I am a chemical engineer child skincare scientist.
• 3:38
  SPEAKER_01: I spent a decade as a senior process engineer across UK, France, and Netherlands before I ever touched skincare professionally.
• 3:44
  SPEAKER_01: And I actually came into this world of skincare through my own struggle with my own skin and years of acne.
• 3:51
  SPEAKER_01: I was like in my early 20s, now in my late 30s.
• 3:54
  SPEAKER_01: In my early 20s, I've had sensitivity and acne.
• 3:57
  SPEAKER_01: So what we describe as rosacea.
• 3:58
  SPEAKER_01: And I was trying to find a solution to fix my own skin and, you know, going back and forth to doctors, to skin therapists, and essentially nothing really was getting fixed on my skin because I didn't really understand why I was using and, you know, what are the active ingredients?
• 4:13
  SPEAKER_01: Why is it specifically good for my skin?
• 4:15
  SPEAKER_01: And that is actually what led me to really understand more skincare, the formulations, like study the chemistry of skincare.
• 4:22
  SPEAKER_01: That eventually led me to create my own personalized skincare brand.
• 4:25
  SPEAKER_01: And that's when I really realized that it's not only one active ingredient that really fixes a skin.
• 4:30
  SPEAKER_01: It's like how certain ingredients can be put together and it really seems to be able to really transform the look of someone's skin.
• 4:36
  SPEAKER_01: And that's when I discovered that also not only me, but also lots of skin consumers, skincare consumers out there was looking for a personalized skincare solution.
• 4:45
  SPEAKER_01: And Skin Masterclass essentially first became more of a consumer education platform before it actually it hit to the professional market.
• 4:52
  SPEAKER_01: So it was Skin Masterclass where we would be holding lots of face-to-face events in London with other skincare professionals.
• 5:00
  SPEAKER_01: And then COVID hit, and I was in Malaysia at the time, and it was through that where I discovered like the virtual skincare consultation space and thought to myself, wow, like the world really is my oyster.
• 5:12
  SPEAKER_01: Like I can literally take my business from local to global.
• 5:15
  SPEAKER_01: And whilst I was doing that, a lot of skin professionals were messaging me saying, you know, how are you doing these virtual consultations?
• 5:21
  SPEAKER_01: What's the process you're following?
• 5:22
  SPEAKER_01: And, you know, obviously the world was shut and I was booming at that time.
• 5:27
  SPEAKER_01: That was like the skin mastercast really becoming a consumer-led skincare education platform where I was also creating routines.
• 5:35
  SPEAKER_01: And then slowly started to dip myself, dip my feet into the professional world.
• 5:40
  SPEAKER_01: And then that's when I discovered, right, actually, I could be professionally guiding other professionals within understanding skincare science, being able to offer them virtual skincare consultation systems so they can take their business also from local to global, giving them the confidence from going brand dependent to ingredient independent.
• 6:00
  SPEAKER_01: And that's how I transform skin masterclass.
• 6:02
  SPEAKER_01: And what we have been now able to achieve is that when I was doing one-to-one consultations, now we have over 600 skin professionals worldwide.
• 6:12
  SPEAKER_01: And we have over 10 to 15,000 clients being actually treated using the skin masterclass systems annually.
• 6:18
  SPEAKER_00: So that is that is where we're wow.
• 6:21
  SPEAKER_00: So is that 10 to 15,000 through the practitioners that have learned from you and are applying their learnings to what they're doing in clinic?
• 6:27
  SPEAKER_00: Amazing.
• 6:28
  SPEAKER_00: And I remember, I mean, I think you were one of the first aesthetic or in the aesthetic skincare space brands that I ever followed.
• 6:36
  SPEAKER_00: Like when I first well, I don't know, have you been going 10 years?
• 6:39
  SPEAKER_00: But I remember back in the day, you used to do those very, very informative like infographics on Instagram.
• 6:46
  SPEAKER_00: You know, almost like in the early days-ish of Instagram when it was easier to grow, and they would just go super viral.
• 6:52
  SPEAKER_00: And I I must have like so many saved from that.
• 6:55
  SPEAKER_01: That was the time when it was like Instagram was like very heavy on images.
• 6:59
  SPEAKER_01: Now obviously, like the whole world of Instagram is changing.
• 7:01
  SPEAKER_01: We can't really keep up now.
• 7:02
  SPEAKER_01: It's all about the reels and the virality of the content.
• 7:05
  SPEAKER_01: But at the time, the virality was being able to pack as much as information as you can in one single post.
• 7:12
  SPEAKER_01: And yeah, that's how essentially we did grow from 30,000 to 90,000 during that six-month period where it was just literally the virality of those single posts.
• 7:22
  SPEAKER_01: But yeah, we are in a different world now, so it's not as easy anymore, Emily.
• 7:27
  SPEAKER_00: We are certainly in a different world, but you you certainly made use of it, you know, when it was easier to grow.
• 7:34
  SPEAKER_00: So now you're working with a lot of skincare professionals, aesthetic professionals, and helping them kind of really nail down their skincare sales and their consultation process.
• 7:45
  SPEAKER_00: So, what do you think most practitioners in aesthetics are?
• 7:49
  SPEAKER_00: Where do you see them leaving kind of serious skincare revenue on the table every single month without kind of even realizing it?
• 7:55
  SPEAKER_00: What's actually going on within those clinics?
• 7:57
  SPEAKER_01: I feel like most practitioners, they're excellent at the treatments and almost very apologetic about their retail.
• 8:02
  SPEAKER_01: So, like they're great in talking about what like what Botus can do, what laser can do, what like other treatments that they offer in clinic can do.
• 8:09
  SPEAKER_01: But when it comes to skincare, which is a physical product, they don't like they find it very salesy or they like they feel like they need to push a sale through.
• 8:19
  SPEAKER_01: And you know, comparing to what a treatment is costing versus a skincare is costing, it's it's obviously the treatment's costing two to three times more than the skincare itself.
• 8:28
  SPEAKER_01: But there is like, I feel like, yeah, most practitioners are excellent at the treatments and almost very apologetic about the retail.
• 8:34
  SPEAKER_01: So they'll spend 45 minutes like doing an incredible facial or an injectable, but then when it comes to skincare sales, they or you know, creating a routine, they almost feel like, oh, I don't want to be sounding salesy.
• 8:45
  SPEAKER_01: I don't want to feel like my patient is trying, is, is paying me all this money, and then I'm just trying to push a product sale through.
• 8:52
  SPEAKER_01: And they mumble something about maybe use this serum, maybe use this serum, like I recommend this, but you don't need to go for it.
• 8:58
  SPEAKER_01: Like it's not never as a transformative skincare routine that is attached to the treatment protocol.
• 9:04
  SPEAKER_01: And that's the reason why lots of patients come and they get that uncertainty when it comes to skincare and they say, Well, okay, I get my treatment here, I can just literally walk out and go to poots and buy whatever then, right?
• 9:16
  SPEAKER_01: And and I always say to members in SideSkin Masterclass when they come in, like it's it is literally a mental switch that needs to go on in your brain to think that these people are trusting you with their face.
• 9:28
  SPEAKER_01: So that also means they trust, they should be trusting you with their skincare because skincare is topically, whereas they're actually getting you to inject something on their face, right?
• 9:37
  SPEAKER_01: If something goes wrong, you know, that is much more harder to solve versus a skincare, but they trust you with their treatment.
• 9:45
  SPEAKER_01: So that means they should be trusting you with their skincare.
• 9:47
  SPEAKER_01: So you feel like a patient comes in, how can I make sure I create a routine where a treatment protocol, a treatment, like a pre-treatment skincare sale becomes an automatic addition into my treatment protocol?
• 10:00
  SPEAKER_01: And also when someone comes out of that treatment, how can I ensure the post-treatment skincare is an automatic addition into the revenue stream that I am bringing into my clinic?
• 10:10
  SPEAKER_01: What we do see a lot of the times when like someone comes and joins Skin Masterclass, I ask them two questions.
• 10:16
  SPEAKER_01: So what's your like monthly revenue?
• 10:19
  SPEAKER_01: X, right?
• 10:19
  SPEAKER_01: It could be like 50,000 pounds.
• 10:21
  SPEAKER_01: Okay, so what's your skincare on that?
• 10:23
  SPEAKER_01: And they're like, 2,000, 3,000.
• 10:25
  SPEAKER_01: And I'm like, okay, so that means like that is less than 5%, right?
• 10:29
  SPEAKER_01: So when we're thinking about that, 5% of the total revenue is only skincare.
• 10:35
  SPEAKER_01: And what we want to see is that being pushed to 25%.
• 10:38
  SPEAKER_01: Now, 25% is a good sustainable business where 25% of your revenue is from skincare sales.
• 10:44
  SPEAKER_01: That is the minimum that we are working inside skin masterclass.
• 10:47
  SPEAKER_01: We then push from 25 to 40%.
• 10:49
  SPEAKER_01: And I would say if you're in a position where 40% of your business is coming from skincare sales, you are happy days.
• 10:55
  SPEAKER_01: That means like you can take holidays, you are more free and flexible with your work.
• 10:58
  SPEAKER_01: You don't really rely on your hands doing the work because the skincare revenue is building, and that's when we open you up, not from being a treatment provider to actually a skincare consultant where you can virtually earn from anywhere.
• 11:10
  SPEAKER_01: Right.
• 11:11
  SPEAKER_01: And this is what I essentially done when I was like a skincare consultant.
• 11:15
  SPEAKER_01: I was, I was at the time, I was a celebrity skincare consultant.
• 11:19
  SPEAKER_01: So I was more on a sponsorship basis where people like brands would be paying me and I would be doing the skincare routine for them and I was getting paid for that job.
• 11:27
  SPEAKER_01: Then later on, when I switched to virtually, I was like, wow, I can literally make four or five hundred pounds from an hour of sitting selling skincare.
• 11:34
  SPEAKER_01: If I can multiply that by five, I can practically, you know, get 2,000 pounds just on skincare.
• 11:40
  SPEAKER_01: Okay, not all of it is profit, but I can make a skincare revenue my business.
• 11:46
  SPEAKER_01: And this is what I try to get professionals to see that you can make skincare a revenue stream.
• 11:52
  SPEAKER_01: It's not just treatments, it is everything that comes into your clinic, like your patients coming into your clinic, think of them uh, think of yourself as a skin health provider versus a treatment provider.
• 12:05
  SPEAKER_01: I see a lot of people that who come and say, cheat them like everyone sees me as a treatment provider.
• 12:08
  SPEAKER_01: When I try to like say, oh, this serum is also good, they're like, oh, but I just came for a treatment, right?
• 12:14
  SPEAKER_01: So the whole reason why I see that revenue is being left on the table is that skincare is always an afterthought, right?
• 12:22
  SPEAKER_01: Skincare is always a down sale.
• 12:24
  SPEAKER_01: So they'll go and see the doctor for an injectable, and then, oh, by the way, we can talk about your skincare later on, right?
• 12:31
  SPEAKER_01: So it's always a down sale and an afterthought.
• 12:34
  SPEAKER_01: Whereas if you make skincare the most important part of your transformation, then that turns into a skincare sales because the people coming in, they say, okay, I need to use this skincare alongside with this treatment to be able to get the results that I need, not just the treatment.
• 12:48
  SPEAKER_01: So there's no system to the recommendation.
• 12:49
  SPEAKER_01: So it's always an afterthought bolted onto the end of the appointment instead of it being built into the consultation for minute one.
• 12:56
  SPEAKER_01: So what happens is that the revenue isn't lost because of the product is wrong.
• 13:00
  SPEAKER_01: It's lost because there was never a structured moment where the client was actually consulted on specifically on skincare.
• 13:07
  SPEAKER_01: And this is it right, right?
• 13:08
  SPEAKER_01: It goes from directly from skin analysis for treatment planning or skincare planning.
• 13:12
  SPEAKER_01: But what's in between is education, personalization, understanding what are you using at home, really getting into the nitty-gritty details of not just understanding the skin, but the skincare and how it affects the transformative results of the treatment that they're receiving by paying you money, right?
• 13:28
  SPEAKER_01: So we just want to extend that money in skincare.
• 13:31
  SPEAKER_01: And there is one key performance indicator in a business that I want everyone to track, whoever's listening, is average order value, right?
• 13:39
  SPEAKER_01: You want your average order value to be as high as possible because the whole game is not to see more patients.
• 13:46
  SPEAKER_01: The whole game is to make sure your patients spend more money with you so you see, so you have some breathing time.
• 13:53
  SPEAKER_01: Because I see a lot of practitioners literally there nonstop, right?
• 13:56
  SPEAKER_01: From nine o'clock till six o'clock, close, non-stop.
• 13:59
  SPEAKER_01: There's no breathing space.
• 14:01
  SPEAKER_01: Well, whereas, and there's a lot of like little, little money being collected in between those hours.
• 14:06
  SPEAKER_01: What we want to do is you work 70%, you have 30% to breathe, to do content, to do nurturing with your clients that who came back a couple of months ago, but they never heard from you, right?
• 14:18
  SPEAKER_01: Nurturing and content to bring in more fresh blood into the to the business, for collaborations, for idea generation, right?
• 14:25
  SPEAKER_01: All of this time.
• 14:26
  SPEAKER_01: So being like present with your friends and your family, with being with yourself, and have every patient that comes in spend the maximum amount and not having to think, oh, did I say that right?
• 14:37
  SPEAKER_01: Did I say that wrong?
• 14:38
  SPEAKER_01: Oh, I couldn't sell the skincare, or only just sell the treatment.
• 14:40
  SPEAKER_01: Is she going to come back for more?
• 14:41
  SPEAKER_01: Right.
• 14:42
  SPEAKER_01: That, that I see that all the time.
• 14:44
  SPEAKER_00: Yeah, I agree.
• 14:46
  SPEAKER_00: It's so true.
• 14:47
  SPEAKER_00: What do you think?
• 14:48
  SPEAKER_00: Like if we really peel it back, what is making people feel uncomfortable with the commercial side of skincare?
• 14:54
  SPEAKER_00: Because, like you say, that does really come across, I think, to patients or clients when you kind of approach it a little bit hesitantly, like they pick it up and they feel like, okay, it's they don't think it's that important, right?
• 15:06
  SPEAKER_00: Because of the way they're talking about it.
• 15:07
  SPEAKER_00: Is it because people feel awkward and salesy?
• 15:09
  SPEAKER_00: Is it because maybe they they need to understand the skin better or you know the ingredients and the formulations better?
• 15:16
  SPEAKER_00: What do you see as commonly holding people back there?
• 15:19
  SPEAKER_01: Yeah, 100%.
• 15:20
  SPEAKER_01: It comes from not fully understanding what you're recommending, like that's it, right?
• 15:24
  SPEAKER_01: If you can't explain why a product works, so I'm not talking about that's one specific product, I'm talking about any product, right?
• 15:31
  SPEAKER_01: Because your patient will come in and they will be using a Korian brand that they saw on TikTok, they'll be using Cerebi, they'll be using a medical skincare brand, they'll be using lots of different products, and they come in and they're not willing to let that product go.
• 15:45
  SPEAKER_01: So your job as a skincare consultant is to be able to identify which one is good to keep and which one is not good to keep and therefore replace with your recommended choices, right?
• 15:56
  SPEAKER_01: So the whole aim is to consult in a way where it feels much ethical as well.
• 16:01
  SPEAKER_01: Because if I were to tell you, Emily, all your products are crap, like drop that and buy this 500 pounds protocol and it's one brand, you'll be like, uh, excuse me, like I actually worked really hard to get these skincare.
• 16:13
  SPEAKER_01: And also, I don't want to be hooked into one brand that because you stop it, I need to buy from you.
• 16:18
  SPEAKER_01: So that whole system, I think, we've we're doing it wrong.
• 16:22
  SPEAKER_01: Like, I see a lot of people just doing one brand or two brands, they like trying to change everything all at once, and it just creates a big hesitation and uh and almost like pushy sales tactic.
• 16:33
  SPEAKER_01: Or so they either do that or they do nothing.
• 16:36
  SPEAKER_01: They're like, oh, let me not be pushy at all.
• 16:38
  SPEAKER_01: Let me not like, you know, get them to think that I'm trying to push something.
• 16:42
  SPEAKER_01: So I'll send them to booths to get their products, right?
• 16:44
  SPEAKER_01: Because then they'll like me more.
• 16:46
  SPEAKER_01: They'll think that I'm being very ethical and I'm like being, you know, very nice and very kind.
• 16:51
  SPEAKER_01: But at the end of the day, you're here to because, you know, obviously you're out, you are a healthcare professional, you want to do the best, you want to provide the best educational service and the five-star service, but you are also, you know, have to feed yourself and your family and grow this business and sustain this business and make money and you know, have the life that you want.
• 17:12
  SPEAKER_01: So it's just finding that balance.
• 17:13
  SPEAKER_01: So, and I and I have to always say it's because everyone is brand trained, not ingredient trained.
• 17:19
  SPEAKER_01: And this is where I believe Skin Master Plus is really making an effect because we are not brand dependent at all.
• 17:24
  SPEAKER_01: We focus on mechanism, ingredient, dose, and we convert that skincare science knowledge in a language that client actually understands why they're using it, for what purpose and how that is going to affect.
• 17:37
  SPEAKER_01: So instead of it being like, you know, you could use this and guessing, which reads into uncertainty, then clients they feel that uncertainty.
• 17:46
  SPEAKER_01: And then because they have that uncertainty, then that creates a discomfort and almost like a dip in confidence between the practitioner and the patient.
• 17:54
  SPEAKER_01: And that confidence gap is essentially what is dressed up as a sales problem.
• 17:59
  SPEAKER_01: It's not a sales problem, it's a confidence problem.
• 18:02
  SPEAKER_01: And it's a knowledge gap.
• 18:03
  SPEAKER_01: We have to all agree it's a knowledge gap.
• 18:05
  SPEAKER_01: So, this is what I'm trying to build back into the whole aesthetic industry is you need to be skincare science literate.
• 18:12
  SPEAKER_01: Like if I say pick up this product and look at the ingredient list and try and understand what's the active ingredients, what's the supporting ingredients, why this specific product works for your skin and why.
• 18:22
  SPEAKER_01: And if I can explain that to any product, then I'm billing myself as an expert, not as a skilled care skincare sales agent, as an expert.
• 18:32
  SPEAKER_01: You should always think that I am the product.
• 18:36
  SPEAKER_01: This is not the product, right?
• 18:37
  SPEAKER_01: So what does that mean?
• 18:40
  SPEAKER_01: If I can get this product, let's say, argument sake, 50 pounds from Emily.
• 18:45
  SPEAKER_01: Emily's skincare science certified, she's a skin professional, she'll always set stay with like you know with me until I use this product, right?
• 18:52
  SPEAKER_01: She'll always make sure that I'm using it correctly.
• 18:54
  SPEAKER_01: Versus I'll pay exactly the same price and I'll get it from Amazon.
• 18:58
  SPEAKER_01: What would the patient choose?
• 18:59
  SPEAKER_01: The patient will choose it to get it from Emily because Emily is there to understand, explain, to make sure that's going to be working fine, right?
• 19:08
  SPEAKER_01: So that's the reason why you need to make sure that you are the sale, not the product that people buy into you as an expert in skincare, as an expert in skincare and skin.
• 19:20
  SPEAKER_01: So then they think that you are the complete package.
• 19:23
  SPEAKER_01: Yes, I come for my Botox treatment, but I also buy my vitamin C, my retinoids, my sunscreen from you.
• 19:28
  SPEAKER_01: That's how you increase average order value.
• 19:30
  SPEAKER_00: So, how does someone become the product that people buy into?
• 19:34
  SPEAKER_01: So there is different lots of ways.
• 19:36
  SPEAKER_01: So when someone books in with you, right, you have obviously made, and this is like a bit of a like a business coaching, but obviously you've made an impression with someone for them to choose you, right?
• 19:46
  SPEAKER_01: So that number one is that first impression, right?
• 19:49
  SPEAKER_01: You've made the impression to be trusted, they chose you and not that someone.
• 19:54
  SPEAKER_01: That's the reason why I never believe in discounts, because you don't want to pull that person into your clinic because of the discount that you're offering, because that's one type of clientele you want.
• 20:03
  SPEAKER_01: You want rich clients, not poor clients, right?
• 20:06
  SPEAKER_01: So then when you get your right client avatar coming and finding you, right?
• 20:11
  SPEAKER_01: So that's number one personal identity, personal branding, how you represent yourself on social media.
• 20:17
  SPEAKER_01: Like we have to agree, everyone finds us from social media.
• 20:20
  SPEAKER_01: You know, we got got connected through social media, then we met in person, that we're staying connected on social media, right?
• 20:25
  SPEAKER_01: So social media has a very, very powerful impact.
• 20:28
  SPEAKER_01: So personal branding, speaking comfortably to the camera, being educational and nurturing your people on screen, then, and then when they come to you, do not disappoint that person that comes to you.
• 20:39
  SPEAKER_01: Because what often happens, and I've experienced this so many times, you see a brand, you see a product, you see a person, you buy into that, you go into their service, and it's a complete different offering.
• 20:49
  SPEAKER_01: Where's the kindness?
• 20:50
  SPEAKER_01: Where's the education?
• 20:51
  SPEAKER_01: I feel like I'm just a number, I'm a batch number, right?
• 20:54
  SPEAKER_01: So you have to make sure that your image, your personal image, your your greater credibility that people see online is reflected from the minutes that they walk into the door, right?
• 21:05
  SPEAKER_01: So that's now what we call the nurture.
• 21:08
  SPEAKER_01: So you nurture them through.
• 21:09
  SPEAKER_01: And now, now everyone, like you we have to think sale does not happen in the last minute.
• 21:14
  SPEAKER_01: I always thought so.
• 21:15
  SPEAKER_01: I thought always like the sale, someone makes their decision last minute.
• 21:19
  SPEAKER_01: No, the sale actually makes it, you know, the sale, people decide to buy from you from the minute they meet you, not the last minute.
• 21:26
  SPEAKER_01: How you conduct your consultation, what do you say, how do you say it?
• 21:30
  SPEAKER_01: How do you nurture them?
• 21:31
  SPEAKER_01: How do you educate?
• 21:32
  SPEAKER_01: How much do you know?
• 21:33
  SPEAKER_01: How much are you trying to sell?
• 21:35
  SPEAKER_01: How much are you trying to educate?
• 21:36
  SPEAKER_01: How much are you trying to consult?
• 21:37
  SPEAKER_01: How much are you are you being a coach or are you being a salesperson?
• 21:40
  SPEAKER_01: So that whole is incredible because I find it very fascinating.
• 21:43
  SPEAKER_01: It's psychology, right?
• 21:44
  SPEAKER_01: That whole psychology of someone being connected to you and making them feel I actually like this person.
• 21:51
  SPEAKER_01: People buy from people they like.
• 21:52
  SPEAKER_01: If they don't like you, they'll just be like, okay, all right, okay, next person, right?
• 21:56
  SPEAKER_01: So people want to be in business with people they like and people buy from people they like.
• 22:00
  SPEAKER_01: Right.
• 22:00
  SPEAKER_01: So then they like you, they trust you, they value you.
• 22:05
  SPEAKER_01: They now know that you are the that's why education is very important in skincare science.
• 22:09
  SPEAKER_01: Now they know that you are not only trained in treatments, you are also trained in skincare.
• 22:13
  SPEAKER_01: Now I buy into you as my skin health expert.
• 22:18
  SPEAKER_01: I will buy whatever you tell me to buy because I trust you.
• 22:22
  SPEAKER_01: Don't care about this.
• 22:23
  SPEAKER_01: Oh, okay.
• 22:24
  SPEAKER_01: It's X brand.
• 22:25
  SPEAKER_01: Okay, that's fine.
• 22:26
  SPEAKER_01: You want you told me to buy it?
• 22:28
  SPEAKER_01: I trust you, right?
• 22:29
  SPEAKER_01: So that is how you become the product.
• 22:32
  SPEAKER_01: And aftercare as well.
• 22:33
  SPEAKER_01: Never forget, never forget that patient that walked in 60 days ago.
• 22:37
  SPEAKER_01: You need to constantly have a retention system.
• 22:40
  SPEAKER_01: And this is exactly what we also build in science masterclasses.
• 22:43
  SPEAKER_01: You have to have a retention nurturing and connection system built so that you don't become forgotten and they go to the next person and they're like, next person.
• 22:51
  SPEAKER_01: No, you want to be loved forever.
• 22:53
  SPEAKER_00: Honestly, I've got so many questions.
• 22:54
  SPEAKER_00: I keep thinking as you're talking, it's so hard to get you to answer them all, I think, in this.
• 22:59
  SPEAKER_00: But I'm going to ask you about the retention system in a second.
• 23:02
  SPEAKER_00: But I wanted to ask you: are there any key things that people can start doing today to become more of that person that just feels like a friend, you know, feels like a trusted expert when they're explaining skincare to people rather than a salesperson?
• 23:18
  SPEAKER_00: Like, are there any common things or any common mistakes that people make that make them come across more as a salesperson?
• 23:24
  SPEAKER_01: Yeah, so the first thing I would always say is don't go from treatment planning to skincare planning straight away.
• 23:29
  SPEAKER_01: I really think it literally is a mindset.
• 23:32
  SPEAKER_01: So if you think that you're going to be salesy, you become salesy.
• 23:36
  SPEAKER_01: And it's just that my mentality where I am not a salesperson, I'm actually an educator and a coach, and I'm your consultant, right?
• 23:45
  SPEAKER_01: You're a consultant for an advice, they'll give you that advice.
• 23:49
  SPEAKER_01: So you're an advisor, you're a coach, whatever you feel like that is that what one words that connects to you.
• 23:55
  SPEAKER_01: Some people think coach, advisor, consultant, I'm your personal skincare coach, or you're I'm your personalized skincare consultant, or I'm your uh I'm your educator, right?
• 24:04
  SPEAKER_01: And whatever word feels like more aligned with you, constantly say that to yourself.
• 24:09
  SPEAKER_01: I would say, like, literally, I am a personalized skincare coach.
• 24:13
  SPEAKER_01: I create incredible treatment plans and skincare plans for my patients that my patients love.
• 24:19
  SPEAKER_01: They greatly they receive great transformations, and my patients tell their friends and families, and I constantly have a beautiful network of growing business, like constantly reminding yourself of who you are.
• 24:29
  SPEAKER_01: I think that is like the mindset, instead of like second guessing your thoughts and also really putting the effort also into improving your services.
• 24:38
  SPEAKER_01: Because I see a lot of people, Emily, that they say, okay, the problem is the price, the problem is the people, like they can buy it from somewhere else.
• 24:48
  SPEAKER_01: And they don't like to admit that the problem is them.
• 24:51
  SPEAKER_01: So the problem is them.
• 24:53
  SPEAKER_01: Why?
• 24:54
  SPEAKER_01: Because they have been brand trained to speak a brand scripted language, and they're not independently educated in skincare ingredients to be able to really validate that client's concern when it comes to not understanding why they're using certain products, or why like why this certain product will work better than this product, or why this product is 50 pounds but with the same similar ingredients as that 90 pounds, or why vitamin C, you can get it for like 15 pounds versus other products 180 pounds.
• 25:26
  SPEAKER_01: Like, you know, why?
• 25:27
  SPEAKER_01: Like there's a confusion, right?
• 25:29
  SPEAKER_01: And I always say confusion is the number one selling point for you because if someone's confused and you can you're able to give them a solution and you're able to unfold that confusion, then people get connected to you because they think, okay, you're going to be giving me the answers that I I have and and I'll trust you.
• 25:46
  SPEAKER_01: So that's how education is very important and the mindset is very important.
• 25:51
  SPEAKER_01: So if you have the right mindset and you have the right skill set, mindset and skill set together, that will create your business in into a sustainable business.
• 26:00
  SPEAKER_00: And I suppose practitioners like SSE practitioners listening probably just need to think of skincare the same way that they think about treatment.
• 26:07
  SPEAKER_00: You know, they I don't think most practitioners feel awkward talking about, you know, treatments and offering treatments to people when they come in and they people come in and they talk about, you know, they they they've starts to look a bit tired and what can they do under their eyes, and you know, they're going to recommend polynucleotides or filler or microneedling, whatever it might be.
• 26:23
  SPEAKER_00: Then I don't think people would necessarily feel awkward, you know, recommending treatments.
• 26:28
  SPEAKER_00: So exactly why why should they feel awkward recommending skincare if that's genuinely going to value the patient?
• 26:33
  SPEAKER_00: So I think, like you say, it's a mindset shift.
• 26:35
  SPEAKER_00: You know, you wouldn't think about that with treatments, and skincare is just as important as the treatment.
• 26:39
  SPEAKER_00: So you offer, like you say, it shouldn't be an afterthought, it should be just as important as everything else you do.
• 26:43
  SPEAKER_00: So you just integrate it into that conversation as you're talking about treatments.
• 26:48
  SPEAKER_00: So one other thing that you mentioned earlier that I wanted to go back to is you said about practitioners recommending that people go to you know boots to get their skincare because they feel like it's going to make them more trustworthy.
• 26:59
  SPEAKER_00: Now, I do see or hear a lot of practitioners talk about sending their clients to boots to get certain skincare products like their cleanser that they say they can usually save on, or you know, things like that, and then they might recommend a certain vitamin C, and they'd say that that's where they should be spending the majority of their budget, is on the actives and the more important thing, the retinoids, that kind of thing.
• 27:22
  SPEAKER_00: What would you say about that?
• 27:23
  SPEAKER_00: Do you think people should be sending people to boots to buy some products like their cleanser and their SPF, or do you think that that's a loss of revenue that isn't necessary?
• 27:34
  SPEAKER_01: Yeah, that's a very good question.
• 27:35
  SPEAKER_01: And I would always say the average order value that we talked about, like that is part of the average order value, right?
• 27:42
  SPEAKER_01: It is what makes a£150 sale turn into a£300 sale.
• 27:47
  SPEAKER_01: So I always say you have to have some options when it comes to budgets.
• 27:53
  SPEAKER_01: And there's an incredible business coach, Simon Sinek.
• 27:57
  SPEAKER_01: I don't know if you know of him, but I listen to a lot of business coaches and try and adapt into like my work and then also like the work of others.
• 28:05
  SPEAKER_01: And he said actually something, and and I really, really reflected on me.
• 28:10
  SPEAKER_01: He said, if you give people a lot of choices, people get confused.
• 28:14
  SPEAKER_01: If you give people one choice, people feel like you are pressurizing them and they'll say no.
• 28:19
  SPEAKER_01: Whereas if you give people two choices, people have the ability to uh to to choose the choice of their own.
• 28:26
  SPEAKER_01: It's like, you know, I I have kids, if I want to get something done, I say, I don't say do this, I say, would you like to do this or this?
• 28:34
  SPEAKER_01: But I've chosen those two, right?
• 28:36
  SPEAKER_01: I've chosen those two.
• 28:37
  SPEAKER_01: I know both of them will go well, and I'll be happy if they chose any one of those, right?
• 28:43
  SPEAKER_01: However, I give the power of choice to the person in front of me.
• 28:47
  SPEAKER_01: So this is exactly what I would always recommend skin professionals to do as well.
• 28:50
  SPEAKER_01: Instead of saying there's this and this and this, and they're like, oh, but I don't know which one to I'll think about it, right?
• 28:56
  SPEAKER_01: You become very clear.
• 28:58
  SPEAKER_01: There is this option, but there is also this option.
• 29:02
  SPEAKER_01: And then that option essentially could be the price points difference.
• 29:07
  SPEAKER_01: And that's when you realize that it's not so much the price that they are thinking about, it's actually they want the results.
• 29:16
  SPEAKER_01: Because if I told you you'll get a purse, Emily, you'll pay exactly the you'll pay a little bit more, but you'll get a Chanel versus a Zara purse.
• 29:24
  SPEAKER_01: You'll be like, oh, I'll get a Chanel purse, right?
• 29:26
  SPEAKER_01: So it's automatically I would want the best.
• 29:28
  SPEAKER_01: So it's exactly the same thing.
• 29:29
  SPEAKER_01: So would you rather get this one or this one?
• 29:32
  SPEAKER_01: This one is a bit more affordable, but it has less active ingredients.
• 29:36
  SPEAKER_01: This one has more active ingredients and it does X, Y, and Z and it's able to fit into your routine better.
• 29:42
  SPEAKER_01: But it's these are the two recommended choices for you.
• 29:44
  SPEAKER_01: They'll both work in your skincare routine.
• 29:46
  SPEAKER_01: You'll often find that people will choose the one with that is more effective, which is generally the higher price point.
• 29:54
  SPEAKER_01: So it's again, it's again mindset and skill sets, right?
• 29:58
  SPEAKER_01: Never forget, it's again mindset and skill sets.
• 30:00
  SPEAKER_01: So if give always two choices, those two choices are your choices, it's in your clinic, but you give the power for them to choose, you justify the pricing and you get them to think, okay, I'll go for that one.
• 30:12
  SPEAKER_01: Or oh, okay, right.
• 30:13
  SPEAKER_01: What do you think?
• 30:14
  SPEAKER_01: They'll be like, you know, I've been lit so many times in this scenario where they will be like, they'll pass on that responsibility to me because they can't make the choice.
• 30:22
  SPEAKER_01: They'll be like, okay, Rich Eaton, what do you think?
• 30:24
  SPEAKER_01: I'll be like, honestly, I think you should go for this one because and I'm able to justify it, but like, okay, then, right?
• 30:30
  SPEAKER_01: So it's a constant practice, practice, practice, practice.
• 30:32
  SPEAKER_01: So better the practice, the better you'll become in your skincare consultations.
• 30:37
  SPEAKER_01: But this is exactly what we train and teach, and we really coach inside to the masterclass.
• 30:41
  SPEAKER_00: Love that.
• 30:41
  SPEAKER_00: Such good advice.
• 30:42
  SPEAKER_00: That's a really good way to think about it.
• 30:44
  SPEAKER_00: Now, one of your own clients went from zero virtual skincare consultations to 25% conversion and doubled her skincare sales.
• 30:53
  SPEAKER_00: Another hit her first£500,000 in skincare revenue, or it might have been dollars.
• 30:59
  SPEAKER_00: What were the actual changes that created those results?
• 31:56
  SPEAKER_01: Right.
• 31:56
  SPEAKER_01: So, yes, I'm very, very happy and very proud of my members because they do go on doing incredible things.
• 32:02
  SPEAKER_01: And I always say, like, I don't have a magic stick, right?
• 32:05
  SPEAKER_01: I give the the process, the systems, the education, but it what what you take and what you implement is going to give that result, right?
• 32:14
  SPEAKER_01: I I can set a gym here, but if I look at the gym and I don't go to the gym, like I will not get the results, right?
• 32:19
  SPEAKER_01: So I created a system where I give everything.
• 32:22
  SPEAKER_01: I give you the education, I give you the system, I give you the operability of the virtual consultations, I give you my coaching, my mentorship, right?
• 32:30
  SPEAKER_01: But then some people take it to 150% because they'll go over everything and then implement everything.
• 32:36
  SPEAKER_01: And these are the people that see the best results.
• 32:38
  SPEAKER_01: And I always say to someone coming into skin masterclass, how passionate are you to increase your skincare sales?
• 32:44
  SPEAKER_01: Like if you're just in five a mayor, then maybe I mean you are not meant to be, right?
• 32:48
  SPEAKER_01: I mean with 10 out of 10, like actually, some of my applications, they say 12 out of 10 or 20 out of 10.
• 32:54
  SPEAKER_01: I'm passionate to grow my skincare sales.
• 32:56
  SPEAKER_01: Like I don't want to leave money on the table now.
• 32:58
  SPEAKER_01: So mindset, being passionate, passionate, and being able to implement, like implement your learnings is one of the most important things.
• 33:06
  SPEAKER_01: So that is how people can get to results.
• 33:09
  SPEAKER_01: So what they've done, they've implemented virtual consultations, they've implemented educational skincare selling, they've implemented understanding ingredients to the T where any patient of them can bring a different product and they'll be able to turn back, look at the ingredient list and say this product works for you and it doesn't, and why, right?
• 33:29
  SPEAKER_01: They can talk about, you know, niacinamide and why niacinamide combined with other anti-inflammatory ingredients will be able to enhance the treatment outcome.
• 33:38
  SPEAKER_01: Not just ingredient specific, but they talk about active ingredients, supporting ingredients.
• 33:42
  SPEAKER_01: So it's all about getting that information, implementing and taking action in their consultations.
• 33:47
  SPEAKER_01: And this is how you get results.
• 33:49
  SPEAKER_01: Like we guarantee you will get results.
• 33:50
  SPEAKER_01: Three things, right?
• 33:52
  SPEAKER_01: Start running structured consultations instead of a conversation.
• 33:56
  SPEAKER_01: That's number one.
• 33:57
  SPEAKER_01: Skincare selling is not a conversation, it should be in a structured skincare consultation.
• 34:01
  SPEAKER_01: And also explain ingredients instead of naming products.
• 34:05
  SPEAKER_01: So don't say this product, say this ingredient in this product.
• 34:12
  SPEAKER_01: Right.
• 34:12
  SPEAKER_01: So you always name the active ingredient first and stop treating retail as an add-on and start treating it as part of a clinical outcome.
• 34:22
  SPEAKER_01: Now, when you do this, then your skincare sales will rise.
• 34:26
  SPEAKER_00: Love that.
• 34:27
  SPEAKER_00: So a big part of this is really like fueling yourself with that knowledge in skin, not just in the products that you specifically stock in clinic, but in formulations, in ingredients, in the way things work, so that you become a real expert and that comes across to people, right?
• 34:44
  SPEAKER_00: They feel that confidence and they think, wow, this person really knows what they're talking about.
• 34:48
  SPEAKER_00: I'm gonna just take whatever they tell me to use because that's obviously gonna get me results, no brainer.
• 34:55
  SPEAKER_00: Now, you've mentioned this brand training, and most practitioners have learned skincare through brand training because they've come in to, especially like aesthetic practitioners, you know, they've come in, they've they've the first training they've ever done when they've entered this industry is their foundation's filler and botox course most of the time.
• 35:12
  SPEAKER_00: Then they start offering injectables.
• 35:14
  SPEAKER_00: Then skincare almost comes in as an afterthought, you know, we keep talking about afterthoughts, uh, skincare as an afterthought, as an afterthought for them too, you know, it then comes in after, you know, because they see it as a natural support, and then they get their training through the actual brands that they're buying, that you know, that they're stocking in their clinic and that they're offering rather than learning about the skin, learning about the formulations, the delivery, the ingredients, all of that kind of thing that you keep mentioning.
• 35:40
  SPEAKER_00: Why do you think it's a problem when people are learning skincare this way?
• 35:44
  SPEAKER_00: And what does it mean that they're missing?
• 35:47
  SPEAKER_01: I think they're missing the whole lot of education because I okay, let me let me rewind back because when we were talking about being experienced is not the same as being expertise.
• 35:59
  SPEAKER_01: Like I have people in my skin last class program where they are experienced for more than 20, 25 years, but they're not expertised in skincare, right?
• 36:11
  SPEAKER_01: So people automatically think, oh, I've done this, like I've gone to all training, I'm a KOL, or like I'm doing this and that, right?
• 36:17
  SPEAKER_01: But when it comes to really understanding the science, it is brand logic, brand scripts.
• 36:24
  SPEAKER_01: And that is what I'm trying the narrative to change.
• 36:27
  SPEAKER_01: So people coming in, I want them to be able to, yes, of course, you should go see your brand training because brand training is going to add-on.
• 36:34
  SPEAKER_01: It's an add-on.
• 36:35
  SPEAKER_01: Brand training should always be an add-on.
• 36:37
  SPEAKER_01: So the skin practitioner should be able to understand skincare themselves, to be expertised, then with that knowledge, pick the products, pick the brands themselves, because they understand why that specific product, formulations, brands are going to be better.
• 36:55
  SPEAKER_01: One for their client avatar, but two for their understanding.
• 36:57
  SPEAKER_01: Right.
• 36:58
  SPEAKER_01: So we have a lot of people now graduating, they're, you know, they're opening their clinic, but they like they're they're confused, they don't know which brand to stock, or they have access to a lot of brands through, for example, platforms like Get Hali, but because there's a lot of choice, they also don't know how to narrow down, like to create a routine.
• 37:14
  SPEAKER_01: So it's either they have lack of choice and they don't know which one, like which brand to stock, or they have a lot of choice and they don't know again which one to pick.
• 37:23
  SPEAKER_01: And this is what we solve.
• 37:25
  SPEAKER_01: Like this is the reason why skincare science education is very important, because it will give you a head-off starting point of foundational learning.
• 37:32
  SPEAKER_01: Into, okay, I've got so many brands out there, which one is the right one for me and which one I can get behind and really, really sell.
• 37:41
  SPEAKER_01: Then I go to the brand training to be able to really ensure myself that I'm able to really work with that brand and have a connection with the brand representatives because you need that as well.
• 37:49
  SPEAKER_01: So if you're ongoing questions, right?
• 37:52
  SPEAKER_01: And also, I don't want to also be limited to one brand, right?
• 37:57
  SPEAKER_01: Being limited to one brand is exactly the problem why people feel salesy, because they become the sale representative of that brand.
• 38:04
  SPEAKER_01: And someone comes into Skin Masterclass, if you're just doing one treatment protocol, like one protocol, I always say to them, you're gonna have a very hard time trying to push this four or 500 pounds treatment protocol and you know, expect great results.
• 38:16
  SPEAKER_01: Having multiple access to different products is going to be the number one differentiator for you because you'll be able to say, I will be able to create a personalized skincare treatment plan for you depending on your skin type, your skin needs, your environment, wherever you are, because don't forget we're doing virtual consultations.
• 38:31
  SPEAKER_01: They might be in Malaysia in a very humid environment, right?
• 38:34
  SPEAKER_01: Depending on your skin type, your skin needs, and your budget.
• 38:36
  SPEAKER_01: And I'm going to be able to build that routine for you and make sure that works.
• 38:41
  SPEAKER_01: Now, if they work with one brand, it's very difficult.
• 38:44
  SPEAKER_01: If they have access to a lot of brands, that's great.
• 38:46
  SPEAKER_01: But then you need the knowledge to be able to re-identify which one because you'll look at vitamin C, you'll type on search, you'll be like, oh, shall I go for this one or this one or this one, or for acids?
• 38:56
  SPEAKER_01: What acids should I choose?
• 38:57
  SPEAKER_01: Should I choose glycolic acid or lactic acid or glucanolactin or salicylic acid or mandelic acid or mandelic and lactic acid together?
• 39:03
  SPEAKER_01: Like which one?
• 39:04
  SPEAKER_01: There's so many options, right?
• 39:06
  SPEAKER_01: So trust me, it comes with great pleasure when you have the confidence that you are the one that is making that decision, not your brand rep for you.
• 39:14
  SPEAKER_01: Then you can be like, okay, like now I understand the product that I'm a bit getting behind.
• 39:18
  SPEAKER_01: And you also don't have endless money to keep on like working with brands just so you can stop them to get trained right by them as well.
• 39:25
  SPEAKER_01: Like I know we're we're opening up, and I think brands are being more flexible now with their working strategies because I know for a fact that it's not going to work.
• 39:32
  SPEAKER_01: Like 5,000 pounds opening orders is not going to be a thing in the next couple of years because no one will be able to open up orders like that.
• 39:39
  SPEAKER_01: People want freedom, flexibility, and choice, right?
• 39:42
  SPEAKER_01: And brands need to adapt to that.
• 39:44
  SPEAKER_01: So I'm happy, very happy that in SciSkin Masterclass, we've now partnered with brands very independently to give options for our members to be able to take part of without no investments.
• 39:55
  SPEAKER_00: Interesting.
• 39:55
  SPEAKER_01: Right.
• 39:56
  SPEAKER_01: And that that is one of the main things that we're working with now, to be able to give them option, choice, and worldwide delivery.
• 40:03
  SPEAKER_00: Sure.
• 40:04
  SPEAKER_00: Are there like a is there like a magic number of brands that you think is good for people to work with, or you know, that so it's not too little, but not also not too overwhelming?
• 40:14
  SPEAKER_00: Like you say, you then need to really understand the brand.
• 40:16
  SPEAKER_00: So if you're working with too many, you're gonna get confused when you're offering products to people.
• 40:20
  SPEAKER_00: I think three to four is good.
• 40:22
  SPEAKER_00: It's a good number.
• 40:22
  SPEAKER_01: I would say one is very little, two is like, but uh but most of the time I would see that people that who do really, really well and is able to really grow in this business is when they have access to free for products.
• 40:37
  SPEAKER_00: Yeah, free for brands.
• 40:38
  SPEAKER_00: Sure.
• 40:39
  SPEAKER_00: Okay, no, that makes sense.
• 40:40
  SPEAKER_00: Now, clients are coming in with their own research now.
• 40:43
  SPEAKER_00: I think people are more like educated than ever because of social media, TikTok, you know, there's a lot of skincare being sold on TikTok as well through influencers and TikTok shop, you know, and so people are coming in, they've read about retinol percentages and acids, and they've probably been trying certain things that they've seen online.
• 41:00
  SPEAKER_00: How should a practitioner handle that?
• 41:02
  SPEAKER_00: And what does real ingredient knowledge give you in that moment that brand training doesn't?
• 41:07
  SPEAKER_01: Okay, so I always like categorized into three different levels of expertise when it comes to skincare.
• 41:12
  SPEAKER_01: So your patients coming in, they are level one, right?
• 41:16
  SPEAKER_01: Level one means that they've tried their own, they've done their own research, they don't really understand ingredients, but they're like so-and-so and so-and-so dumb on the TikTok on Instagram told them that this specific product is very good.
• 41:26
  SPEAKER_01: So they're they they think they know and they think they've done their research because they asked Dr.
• 41:31
  SPEAKER_01: Chat GPT and they think they know exactly what they want.
• 41:33
  SPEAKER_01: But deep inside, they don't know what they want because that's why they're with you, right?
• 41:37
  SPEAKER_01: Like otherwise, what they wouldn't be with you.
• 41:38
  SPEAKER_01: Like if, like if, for example, if someone books a skincare consultation or a treatment planning, they want a change.
• 41:43
  SPEAKER_01: Something's gone wrong, hence they're in front of you.
• 41:46
  SPEAKER_01: So again, mindset, right?
• 41:47
  SPEAKER_01: This person needs me more than I need them, right?
• 41:50
  SPEAKER_01: Okay, like obviously we both need each other, but that like you come to me, I'm your consultant.
• 41:55
  SPEAKER_01: So having that level of confidence is very important.
• 41:58
  SPEAKER_01: So your patients will always come at level one.
• 42:01
  SPEAKER_01: Now, if you meet them at level one, you struggle, you can't sell.
• 42:05
  SPEAKER_01: So level one is like basic ingredient knowledge.
• 42:08
  SPEAKER_01: So you also know what niacinamide does and what's the percentages and what brands there are out there, right?
• 42:13
  SPEAKER_01: So that's level one now.
• 42:15
  unknown: Okay.
• 42:15
  SPEAKER_01: Level two is that now you understand a bit about layering.
• 42:19
  SPEAKER_01: You understand that, you know, eretinoids, type eretinoids, retinol aldehyde, retinol aldehyde with DHDR scorbate could potentially be antioxidant and erytonoid together, it works better, right?
• 42:31
  SPEAKER_01: So now you understand a little bit more about layering.
• 42:34
  SPEAKER_01: So that's level two.
• 42:36
  SPEAKER_01: Again, that's not enough though to sell a full skincare routine, right?
• 42:40
  SPEAKER_01: Level three.
• 42:41
  SPEAKER_01: So if your patient comes in in level one and they see you and value in level three, then that becomes the point where the patient trusts you with everything, and then you automatically get the sale.
• 42:51
  SPEAKER_01: So patient level three means that you are able to understand all brands or skincare routines, being able to personalize the skincare routine based on, as I said, like skin needs, skin type, different types of products that your patients are already using, being able to adapt and adjust to that routine, being able to adapt and adjust and utilize other forms of products in a way where it comes in a skincare routine that it makes sense.
• 43:15
  SPEAKER_01: It's not one brand protocol, it's not two brand protocol.
• 43:17
  SPEAKER_01: It's combining your clients' protocols, their own protocols with your protocols coming together and making a transformative effect and educating in that in the most simplistic way, where you get the buy-in, which means that they only not only buy once, they always come back for more.
• 43:32
  SPEAKER_01: So you have a phased approach.
• 43:34
  SPEAKER_01: So phase approach is like I don't give you all solutions because otherwise I'm not going to be able to sell you again, right?
• 43:40
  SPEAKER_01: You always offer that in a phased way.
• 43:42
  SPEAKER_01: So this, and I have a lot of tips on that on skin masterclass.
• 43:45
  SPEAKER_01: So how you say it is you don't say this is going to solve all your problems, like buy this.
• 43:52
  SPEAKER_01: You say this product is suitable for your current skin needs as we're going through the treatment.
• 43:57
  SPEAKER_01: Name the treatment.
• 43:59
  SPEAKER_01: It will name the benefit, right?
• 44:01
  SPEAKER_01: Because it's got name the ingredients, name the benefits, match it, and say that this will, this product, these ingredients and this treatment protocol is going to be great for the next four to six weeks.
• 44:13
  SPEAKER_01: After that, when this bit of product finishes, we need to align your skincare depending on where your future skin will be at, right?
• 44:19
  SPEAKER_01: So you're automatically planting the seed in your patient's brain to say, uh, so this is not the done deal.
• 44:24
  SPEAKER_01: I need to come back.
• 44:26
  SPEAKER_01: Because if you give them the full information, they're not going to come back.
• 44:28
  SPEAKER_01: They'll go and buy it from Amazon for cheaper, right?
• 44:30
  SPEAKER_01: They'll won't come back for you.
• 44:31
  SPEAKER_01: So if you position yourself, and this is your first question is how do you become the the product?
• 44:37
  SPEAKER_01: If you position yourself as I am, and I am the solution, I will be phasing out your treatment protocol.
• 44:44
  SPEAKER_01: I am going to be creating your a routine that will work, not only for now, but for later.
• 44:48
  SPEAKER_01: And I am going to be there holding your hand and guiding you through this journey of life with your skills.
• 44:54
  SPEAKER_01: Right?
• 44:54
  SPEAKER_01: Then they become your partner, and that's how you become like their skin health provider.
• 44:59
  SPEAKER_01: I always say skin health provider, not skin treatment provider.
• 45:02
  SPEAKER_00: Nice.
• 45:03
  SPEAKER_00: Do you think that's the key to getting people to stick with you and come back and buy products from you?
• 45:07
  SPEAKER_00: Because this is another thing I commonly hear people talk about is you know, they they consult with their patients and they recommend skincare to them, but then they'll go away with those recommendations and look them up online and buy them for cheaper, because there are a lot of websites where you can get a lot of these products cheaper than some of which some of which you know practitioners can't even buy them in at that price.
• 45:28
  SPEAKER_00: So it is hard, I think, sometimes to maintain those skincare sales without people going elsewhere and finding it cheaper online.
• 45:35
  SPEAKER_01: But again, as I said, that's that's not a pricing problem, right?
• 45:39
  SPEAKER_01: It's their problem, it's the practitioner problem that they did not do their job correctly.
• 45:43
  SPEAKER_01: Like as bluntly as I can put it into someone's face, that's that's their problem.
• 45:47
  SPEAKER_01: That means you did not sell yourself or you did not nurture.
• 45:50
  SPEAKER_01: This is where, you know, I said to you about that last five minutes is not the sale, it's how how the whole conversation, how the whole consultation, how the whole nurturing system worked just before you told them the price.
• 46:03
  SPEAKER_01: That is the problem.
• 46:04
  SPEAKER_01: And that's why pricing is never a thing, right?
• 46:07
  SPEAKER_01: Like I don't believe a price as being an objection, right?
• 46:10
  SPEAKER_01: Because if someone is coming for a treatment, they have the ability to spend.
• 46:14
  SPEAKER_01: And they also have the desire to spend because that's that's the reason why they're coming for a treatment, right?
• 46:18
  SPEAKER_01: So they they want the solution, they want the transformation, they they like you.
• 46:23
  SPEAKER_01: And why should they not buy from you?
• 46:25
  SPEAKER_01: Right?
• 46:26
  SPEAKER_01: So you have to give them enough reason that they have the FOMO, fear of missing out.
• 46:32
  SPEAKER_01: If I don't buy this now, I'll miss out on everything.
• 46:35
  SPEAKER_01: Not this five-minute sales, I'll miss out on the nurture, the engagement, I'll miss out on, you know, Cheatham being my consultant, I miss out on the opportunity to be able to come back again because I would have gone and bought it from Amazon and Cheatham would have known.
• 46:48
  SPEAKER_01: And, you know, like, or Dr.
• 46:49
  SPEAKER_01: Emily or Emily would have known, or any anyone would have known.
• 46:52
  SPEAKER_01: So I need to buy from Cheatham, I need to buy from Emily, I need to buy from Yustar because I know that if I if I go elsewhere, I'm not going to be able to come back.
• 47:01
  SPEAKER_01: So that scarcity and that FOMO is very, very real.
• 47:06
  SPEAKER_01: And that's the reason why you shouldn't be pushing a sale, you should be conducting the sale, right?
• 47:12
  SPEAKER_00: Yeah, okay.
• 47:13
  SPEAKER_00: Well, that leads me quite nicely into my next question because I want to talk to you about the consultation system.
• 47:18
  SPEAKER_00: Now, you have a trademarked five-step consultation process without giving everything away.
• 47:23
  SPEAKER_00: What are the key principles behind it and what does that actually change about how a consultation runs?
• 47:28
  SPEAKER_00: Right.
• 47:28
  SPEAKER_01: How it I won't be able to tell you the step-by-step process, but what I can say, and also something always provide free value, but never share your secrets.
• 47:36
  SPEAKER_01: And the reason why I'm not sharing my secret is I see a lot of practitioners, right?
• 47:40
  SPEAKER_01: You go on their Instagram and they'll tell you exactly how they got from this skin to this skin.
• 47:45
  SPEAKER_01: And they'll tell you, I got, I done this, I this with this product, this they they literally write their whole treatment protocol on Instagram, right?
• 47:52
  SPEAKER_01: What happens is that people, again, you automatically what you do is that you tell them that it's not because of you, it's because of what I use and the products I used is the reason why I bought this transformation.
• 48:04
  SPEAKER_01: So you just undersold yourself so bad because that means it's not because of you, it's because of this amazing BBL treatment and the Objective protocol I put together and I gave you this result.
• 48:14
  SPEAKER_01: So, what someone does is they'll go take a snapshot, go to their doctor of choice, somewhere cheaper, they'll all they'll search BBL near me, right?
• 48:23
  SPEAKER_01: Get a price.
• 48:24
  SPEAKER_01: Oh, I want this.
• 48:25
  SPEAKER_01: I I saw this.
• 48:26
  SPEAKER_01: They, you know, this doctor or this practitioner got this result.
• 48:29
  SPEAKER_01: Bam, you lost the sale.
• 48:30
  SPEAKER_01: So you always provide value for your Instagrams, free your podcast sessions, but you never ever give your secret source.
• 48:38
  SPEAKER_01: So I won't be able to tell you about secret source because again, respectfully, I spent like nearly a decade of building that, and that's only inside skin masterclass.
• 48:47
  SPEAKER_01: However, the outcome is you provide educational, personalized skincare consultations.
• 48:54
  SPEAKER_01: That's it.
• 48:54
  SPEAKER_01: And the confidence to be able to do that, right?
• 48:56
  SPEAKER_01: Education brings confidence.
• 48:57
  SPEAKER_01: Like we we all know that.
• 48:59
  SPEAKER_01: Like the reason why I can't speak a specific language is because I don't know the language and I'm not confident to speak it, right?
• 49:05
  SPEAKER_01: If I don't, and then ingredients is a language, the reason I can't speak about a specific ingredient is because I don't know understand their language.
• 49:11
  SPEAKER_01: So you know to that need to understand the language and put that in working.
• 49:15
  SPEAKER_01: But yeah, and it's a tip for everyone that who does that, because I see a lot of my members coming in and I look, I'm doing like like audits with them in terms of like what they're doing wrong in their skincare consultations or that how they're selling or upselling or downselling.
• 49:27
  SPEAKER_01: And I say, Well, you you basically just told everyone what to use to get the results.
• 49:31
  SPEAKER_01: You only are working with one brand, they go on Amazon, you buy it for cheaper.
• 49:35
  SPEAKER_01: You know, why should they come to you?
• 49:37
  SPEAKER_01: Always give a reason for people to come to you.
• 49:39
  SPEAKER_01: So instead, what you say is that I created this transformative effect with my treatment protocols and with my skincare planning, right?
• 49:47
  SPEAKER_01: Comment skin and let's chat.
• 49:49
  SPEAKER_01: So you're getting people like Curiosity, people write skin.
• 49:53
  SPEAKER_01: And then you say to them, Are you struggling with pigmentation?
• 49:55
  SPEAKER_01: How can I help?
• 49:56
  SPEAKER_01: And then you get DM conversation going.
• 49:58
  SPEAKER_01: And then Yeah, I love that strategy.
• 50:00
  SPEAKER_01: I do that a lot.
• 50:02
  SPEAKER_00: Yeah, so good.
• 50:04
  SPEAKER_01: Brian Mark now, who's like my business coach.
• 50:05
  SPEAKER_01: So I'm like really heavily involved in like the nurturing and the business systems now, which I'm like trying to go in and put into the masterclass members.
• 50:12
  SPEAKER_01: But this is basically how it is.
• 50:14
  SPEAKER_01: It's all about conversation and getting them to DM a certain keyword, they get free value, but never their source.
• 50:20
  SPEAKER_01: The secret source, the secret source is in the consultation.
• 50:22
  SPEAKER_01: They need to book for a consultation, they pay you money.
• 50:25
  SPEAKER_00: Yeah, yeah, and then they learn all of your trade secrets.
• 50:28
  SPEAKER_00: Yeah, absolutely.
• 50:29
  SPEAKER_00: So, are there any key mistakes that you see practitioners commonly making with their skincare consultations?
• 50:36
  SPEAKER_01: I do actually, and I can actually.
• 50:38
  SPEAKER_01: So, what I see lots of practitioners do is that they think their skin analysis machine is is basically solving everything, and they've just got and invested in a skin analysis machine.
• 50:47
  SPEAKER_01: It's here, okay.
• 50:48
  SPEAKER_01: There you go.
• 50:48
  SPEAKER_01: I can offer skin consultations now.
• 50:50
  SPEAKER_01: Those are skin consultations, those are not skincare consultations.
• 50:54
  SPEAKER_01: Skin care consultations have its own space, and I think that's the reason why I always say it's like down sale, because when you do a skin analysis, you get the full picture of the skin.
• 51:04
  SPEAKER_01: We're not only doing skin consultations, we're now doing also wellness consultations as well.
• 51:08
  SPEAKER_01: So there is lots of like people integrating wellness and skincare together, which is a great empowering and also like a growing side of the business.
• 51:15
  SPEAKER_01: So you should definitely look into that.
• 51:17
  SPEAKER_01: But what happens is that they you do a skin analysis and then you go straight into this is what the skin type is, this is what the skin needs are, and these are the products, and these are the treatment planning, bam, right?
• 51:26
  SPEAKER_01: So it's very short.
• 51:28
  SPEAKER_01: Sometimes it can be longer, it's very short.
• 51:30
  SPEAKER_01: But what happens is that there is no trust built during that process, there is no connection that is built during that process, and there is no education so much in skincare during that process.
• 51:41
  SPEAKER_01: So the education generally happens around the face and the treatments, but not the skincare.
• 51:46
  SPEAKER_01: And again, when they are providing the education, if they are, and I know lots of people love education, right?
• 51:51
  SPEAKER_01: So they say, you know, this product and this product, they're giving education based on the product, not the ingredient.
• 51:57
  SPEAKER_01: Now, this is the problem.
• 51:59
  SPEAKER_01: You should give education based on the type of product or the ingredients in the product and the percentage of that specific ingredient in a way where people understand why they're buying it and then go on to matching the ingredient to the products that they sell, right?
• 52:18
  SPEAKER_01: This is the ultimate uh thing that I see that really breaks the trust because automatically they get the product or they get the name of the product and say that this is the reason why I recommend this product, right?
• 52:28
  SPEAKER_01: You just sold the product, you didn't sell your expertise.
• 52:30
  SPEAKER_01: This is the question number one like, how can they buy you?
• 52:33
  SPEAKER_01: You just sell your expertise, and you didn't sell what's inside the product.
• 52:37
  SPEAKER_01: So there's no connection.
• 52:38
  SPEAKER_01: Like I love someone, I love them not because they look nice, I love them because of the inside, right?
• 52:44
  SPEAKER_01: Like, right, your friend, what does my friend do to me?
• 52:46
  SPEAKER_01: Like, what does my husband, you know, what what does he do for me?
• 52:50
  SPEAKER_01: What do I do for him?
• 52:51
  SPEAKER_01: What is the connection, right?
• 52:52
  SPEAKER_01: So people buy connection.
• 52:54
  SPEAKER_01: So if it's just a brand name product, there's no connection.
• 52:59
  SPEAKER_01: What they are connected though, however, why that is good for them.
• 53:04
  SPEAKER_01: The transformative results of what happens when you use that type of formulation.
• 53:10
  SPEAKER_01: And that type of formulation, the last five minutes, is like happens to be in this product.
• 53:14
  SPEAKER_01: And obviously, there's a way of saying that, but then they're like, give it to me, right?
• 53:18
  SPEAKER_01: Because this is not the product that is being sold, it's your expertise, your education, your personalization, your knowledge, the ingredients, the why is being sold.
• 53:26
  SPEAKER_01: So you love the inside, so you don't mind about what the product is now.
• 53:30
  SPEAKER_01: You just want it.
• 53:31
  SPEAKER_01: So that's number one.
• 53:33
  SPEAKER_01: And I also see a lot of upskilling problems as well.
• 53:36
  SPEAKER_01: So a practitioner would be operating, and I see this lots of times.
• 53:39
  SPEAKER_01: A practitioner operates at this high spit, 150%.
• 53:42
  SPEAKER_01: They're the brand owner, right?
• 53:44
  SPEAKER_01: That's their face on the brand.
• 53:46
  SPEAKER_01: This is what is happening.
• 53:47
  SPEAKER_01: So the brand is them.
• 53:49
  SPEAKER_01: So people come for them, but when they come for them, then when they get someone else, there is almost like a dip in like excitement.
• 53:57
  SPEAKER_01: But I came for that doctor, or I came for that practitioner, right?
• 54:00
  SPEAKER_01: So that's the reason why upskilling your team is one of the most important things that you can do.
• 54:04
  SPEAKER_01: And I see that becoming a second priority at the moment because sadly, people don't really invest in their team.
• 54:10
  SPEAKER_01: They think like, what if they go somewhere else?
• 54:12
  SPEAKER_01: Like, what if I spend on them, but they go and go somewhere else?
• 54:15
  SPEAKER_01: Let them go somewhere else, be proud and clap for their success if they do go and open their clinic one day.
• 54:20
  SPEAKER_01: But you spend money in investing in your team to upskill your team currently.
• 54:24
  SPEAKER_01: Like we're currently working with a practitioner who is in like multiple locations, but they're 13 different staffs, right?
• 54:30
  SPEAKER_01: They're upskilling 13 of them, up to the point they're actually upskilling also the receptionists, because they're thinking, like, what if someone calls a reception and they're talking about a product and the reception says, Oh, I don't know, and that dip in trust.
• 54:42
  SPEAKER_01: So there are, yeah, I'm very proud to say there are people in SciSkin Master Plus that are even upskilling their whole team, just not to have that down, you know, down, down dip of an expertise.
• 54:54
  SPEAKER_01: So upskilling your team.
• 54:56
  SPEAKER_01: And there's also, if you pack your days, this is also one of the common mistakes I I see, you don't give enough breathing time between your appointments.
• 55:05
  SPEAKER_01: So what happens is that you know that there's two patients working out waiting for you outside, and then you need to like still be able to provide your 150% because people are paying for your service and they want it all, right?
• 55:16
  SPEAKER_01: But you know there's two people waiting for you.
• 55:18
  SPEAKER_01: So what happens?
• 55:19
  SPEAKER_01: It's a rushed consultation.
• 55:21
  SPEAKER_01: And people don't want to make a decision in a rushed way.
• 55:25
  SPEAKER_01: So they say, I think about it.
• 55:27
  SPEAKER_01: So that's why I said if you want to increase the average order spend, you you stretch out your time, you spend more value, provide more value, give more value.
• 55:36
  SPEAKER_01: If you don't have that time, there is a tip, you can do a pre-consultation before they enter.
• 55:42
  SPEAKER_01: So this is what Skin Masterclass does.
• 55:44
  SPEAKER_01: We have a system in place that you do the pre-consultation before they enter.
• 55:48
  SPEAKER_01: So when they're sitting in front of you, you have already completed 30, 40% of the consultation planning.
• 55:53
  SPEAKER_01: So they feel that already they're brought into the consultation.
• 55:57
  SPEAKER_01: Right.
• 55:57
  SPEAKER_01: So pre-consultation is one of the most important things that so they come prepared, mentally prepared that ah, if I filled in that pre-consultation on my skincare, that means I'm expected to talk about skincare.
• 56:08
  SPEAKER_01: That means I am expected to buy skincare for my transformation.
• 56:12
  SPEAKER_01: So again, it's before all that five minutes, right?
• 56:16
  SPEAKER_01: So pre-consultations are very important.
• 56:18
  SPEAKER_01: Not having rush consultations, so creating a system and breathing time between so you you have everything operating at the highest level of excellence without sacrificing on quality and and upskilling your team, even in your even in some cases your receptionist team, if it's a very busy clinic and you want to have that same level of five-star experience on your trust pilot on Google, that's going to be the difference between a four-star and a five-star.
• 56:44
  SPEAKER_00: Absolutely.
• 56:46
  SPEAKER_01: Love it.
• 56:47
  SPEAKER_00: That's why that talk.
• 56:49
  SPEAKER_00: Such good tips.
• 56:50
  SPEAKER_00: You know, the power of upskilling your team in that way is just like phenomenal, I think.
• 56:56
  SPEAKER_00: If you just think about the knock-on effect that that could have, in you know, like people being able to ring up and asking, you know, about skincare and the you know, the receptionist is able to kind of educate them in that way, you'd be like blown away, wouldn't you?
• 57:09
  SPEAKER_00: Because you don't get that many places.
• 57:11
  SPEAKER_00: So, yeah, that's really, really powerful.
• 57:13
  SPEAKER_00: This is what makes you unforgettable and you want to be.
• 57:15
  SPEAKER_00: What makes you unforgettable?
• 57:16
  SPEAKER_00: What makes you the person that people want to buy from?
• 57:18
  SPEAKER_00: So, another thing that I wanted to ask you is retention.
• 57:22
  SPEAKER_00: We talked about this briefly earlier, but retention is obviously a big part of all of this.
• 57:27
  SPEAKER_00: A client who stays on routine, comes back, and obviously keeps buying, and like you say, that is what leads to passive income through your skincare sales.
• 57:34
  SPEAKER_00: How can practitioners make sure that they have good retention systems in place so people aren't going to drop off, forget to buy their skincare, like they're always going to be buying when they need to?
• 57:43
  SPEAKER_01: So I always say it's integrated into the first consultation that you do.
• 57:47
  SPEAKER_01: So when you're having a first consultation, you should always book the second consultation before that first consultation ends.
• 57:53
  SPEAKER_01: So we have built a system where, for example, when you are creating a routine, you have an option to be able to pick in 30 six 30 days review, 60 days review, 90 days review.
• 58:04
  SPEAKER_01: And you can pick that window of opportunity when you want to review that back, that skincare plan again, and it will send an automatic reminder and a booking, booking link into the person's calendar.
• 58:15
  SPEAKER_01: So there is multiple things that they can do.
• 58:17
  SPEAKER_01: I always say, for example, when someone decides that they are going to be your patients and they're going to be buying their skincare routine from you, the first thing that you want to do is nurture them, right?
• 58:25
  SPEAKER_01: Nurture them in a way that you don't become forgotten.
• 58:28
  SPEAKER_01: So definitely two-week review, like asking them how are you getting along with your product and but automating that because you you as a person, like we forget everything.
• 58:37
  SPEAKER_01: Like if you asked me why I ate for breakfast, I wouldn't remember that already, right?
• 58:41
  SPEAKER_01: So having a system that is able to remind you of that two-week plan, right?
• 58:46
  SPEAKER_01: And choose off that that that communication, right?
• 58:49
  SPEAKER_01: So you don't need to worry about remembering because the system's already remembering, right?
• 58:54
  SPEAKER_01: So that patient automatically thinks, like, oh wow, she's checking up on me.
• 58:57
  SPEAKER_01: That means she cares for me.
• 58:58
  SPEAKER_01: So now I'm in the mind.
• 59:00
  SPEAKER_01: And then normally it's the two first two weeks, is where like problems go wrong.
• 59:04
  SPEAKER_01: Like, so either an irritation or they they don't really like the product, but they're too shy to tell you that the product sucks, right?
• 59:11
  SPEAKER_01: So that two-week check-in is very important because they'll be able to tell you, actually, yeah, it's going great.
• 59:16
  SPEAKER_01: I'm really enjoying it.
• 59:16
  SPEAKER_01: Thank you so much.
• 59:17
  SPEAKER_01: Or no, it's like irritated my skin.
• 59:20
  SPEAKER_01: But it's not enough to see transformative effects.
• 59:22
  SPEAKER_01: So you check back again in 30 days.
• 59:24
  SPEAKER_01: Now, four-week cycle, if they use it right, they should be seeing some effects, right?
• 59:28
  SPEAKER_01: So, again, checking that.
• 59:30
  SPEAKER_01: How's it going?
• 59:31
  SPEAKER_01: Is there anything that you want to ask about?
• 59:32
  SPEAKER_01: I'm looking forward to our follow-up consultation that's going to be happening in next month, right?
• 59:37
  SPEAKER_01: So then you have a follow-up review of the skincare review, not a skin consultation review, a skincare review of a follow-up consultation just for skincare.
• 59:46
  SPEAKER_01: Because now, generally speaking, 75 days is a window where skincare finishes and people start drifting away.
• 59:51
  SPEAKER_01: So you want to bring that attention back to you.
• 59:53
  SPEAKER_01: That's the reason why nurturing is very important.
• 59:55
  SPEAKER_01: Nurturing means that not just having that direct relationship between me and you is how you represent yourself on social media, how well you have been communicating with me through your newsletters, how well you have been communicating with me personally one-to-one.
• 1:00:09
  SPEAKER_01: So all these communication channels and systems are very important.
• 1:00:12
  SPEAKER_01: There comes to a point where you are filling out the first consultation, you let them know everyone wants a roadmap in life because people are lazy and people don't have time, and people also want to be like, you know, protected and guided, right?
• 1:00:26
  SPEAKER_01: I need a roadmap in my life.
• 1:00:27
  SPEAKER_01: Like I want to know exactly what's going to happen tomorrow or 30 days, and I don't want to do that.
• 1:00:32
  SPEAKER_01: So I want someone else to make that decision for me.
• 1:00:34
  SPEAKER_01: So as a freaking care consultant, you make that decision for your patient.
• 1:00:38
  SPEAKER_01: You say, in two weeks' time, I'm going to I'm going to check up on you.
• 1:00:41
  SPEAKER_01: So they expect a checkup.
• 1:00:44
  SPEAKER_01: In one month's time, I'm also going to check up on you.
• 1:00:46
  SPEAKER_01: And I would love for you to send me some photos so we can actually like compare before and after, right?
• 1:00:51
  SPEAKER_01: So you know now, you're giving them hope that in one month's time, they're going to see some results.
• 1:00:56
  SPEAKER_01: Obviously, you have to give them good products as well, right?
• 1:00:58
  SPEAKER_01: You can't give them shit products and expect a transformation.
• 1:01:00
  SPEAKER_01: So bear in mind you need to give them the right products.
• 1:01:03
  SPEAKER_01: So you need to make sure whatever you're prescribing is going to work.
• 1:01:06
  SPEAKER_01: And then also what you say is that, okay, I in 75 days, I also booked, are you available on the 12th of October at 10 a.m.?
• 1:01:15
  SPEAKER_01: Because we're going to have a follow-up consultation.
• 1:01:17
  SPEAKER_01: Yeah, okay, in the system, in our pro consult system, bam, bam, bam.
• 1:01:22
  SPEAKER_01: The person gets thing notification on their Google Calendar that accepts now.
• 1:01:26
  SPEAKER_01: It doesn't need to be you, it can be your skin therapist or it can be anyone that is doing the virtual consultation.
• 1:01:31
  SPEAKER_01: They don't need to come in, you do a virtual consultation, right?
• 1:01:34
  SPEAKER_01: So this is how you maintain the patient coming back because what happens is like, if I now go and buy from somewhere else, I will lose all this roadmap.
• 1:01:44
  SPEAKER_01: Because you're able to say to them, sorry, but you did not use the products that I told you.
• 1:01:49
  SPEAKER_01: So I I respectfully, it's not my problem, literally, right?
• 1:01:55
  SPEAKER_01: You went and bought the products from Boots, you didn't get buy it from me.
• 1:01:58
  SPEAKER_01: So my consultation services are yours as long as we are in a partnership together, and I want to become your skincare partner, so you have to continue to buy from me.
• 1:02:07
  SPEAKER_01: So then they get their 75 plan, and that 75-day cycle always continues.
• 1:02:12
  SPEAKER_01: That's number one.
• 1:02:13
  SPEAKER_01: And number two is to work with brands that allows you.
• 1:02:16
  SPEAKER_01: Now I don't want to get into this, but like I don't want to get into this in so much detail, but work with brands that allows you to have an online fulfillment shipping option available, even if they don't buy it from you, they become your client.
• 1:02:29
  SPEAKER_01: Now, there are ways that we work with brands in SciSkin Masterclass that even though if they drop off and they don't buy it from me, we'll make sure that you'll get your percentage of sale.
• 1:02:38
  SPEAKER_00: Yeah, that's so important as well.
• 1:02:39
  SPEAKER_00: And yeah, there's a lot of a lot of brands are doing stuff now where people can buy like through portals and things and still get commission.
• 1:02:47
  SPEAKER_00: But yeah, amazing.
• 1:02:48
  SPEAKER_00: That's such great advice.
• 1:02:50
  SPEAKER_00: Now I'm gonna ask you some quick fire questions.
• 1:02:52
  SPEAKER_00: The most overhyped ingredient in skincare right now, in your opinion.
• 1:02:56
  SPEAKER_00: They all have a space in my heart, if I was to think about the most overhyped.
• 1:03:00
  SPEAKER_00: It's probably hyaluronic acid, actually.
• 1:03:02
  SPEAKER_00: Okay, interesting.
• 1:03:03
  SPEAKER_00: Yeah, quite a few people say that actually.
• 1:03:06
  SPEAKER_00: The most underrated ingredient.
• 1:03:08
  SPEAKER_01: Well, I was gonna say peptides, but peptides are actually very rated now, right?
• 1:03:12
  SPEAKER_01: Well, they're getting there, yeah.
• 1:03:14
  SPEAKER_01: They're getting there.
• 1:03:15
  SPEAKER_01: But I would say the power of peptides and the epigenetics and like what we're gonna be able to see and transform skin, like from deep, is going to be very, very effective.
• 1:03:23
  SPEAKER_01: People don't know about it, so that's the reason why, again, education is very important.
• 1:03:26
  SPEAKER_01: But yeah, I'll keep it like that.
• 1:03:28
  SPEAKER_00: So anything that works inside the skin.
• 1:03:30
  SPEAKER_00: Amazing.
• 1:03:31
  SPEAKER_00: One thing practitioners say in consultations that immediately undermines their credibility.
• 1:03:35
  SPEAKER_00: I think.
• 1:03:36
  SPEAKER_00: Ah, okay, clever.
• 1:03:37
  SPEAKER_00: Yeah, that's a good one.
• 1:03:39
  SPEAKER_00: I bet people do that all the time.
• 1:03:41
  SPEAKER_00: Then you say, I believe.
• 1:03:42
  SPEAKER_01: Yes, this is it, right?
• 1:03:44
  SPEAKER_01: Never, I think this will be really good to you.
• 1:03:46
  SPEAKER_01: Sometimes I I catch myself saying that, I think, and I'm like, no, she don't be stronger than that.
• 1:03:51
  SPEAKER_01: I believe.
• 1:03:52
  SPEAKER_00: Yeah, that's such a good one.
• 1:03:53
  SPEAKER_00: They don't want your thoughts, they want your belief.
• 1:03:56
  SPEAKER_00: But your knowledge and what you trust to be true, your knowledge, exactly.
• 1:04:00
  SPEAKER_01: Well, what you think, no one cares about what you think, they want they want to know what you know.
• 1:04:04
  SPEAKER_01: So I know that this will work.
• 1:04:06
  SPEAKER_01: Not I think this will work.
• 1:04:08
  SPEAKER_00: The single biggest reason skincare doesn't sell in a clinic.
• 1:04:11
  SPEAKER_00: It's an afterthought, and it's not part of the consultation experience, it's an afterthought.
• 1:04:16
  SPEAKER_00: One change someone could make this week that would have an immediate impact on their skincare revenue.
• 1:04:21
  SPEAKER_01: Mindset and skill set, invest in your mindset, know that you can, because some people think that they can't increase skincare sales and revenue, and the treatment is the only way to go, but you can, and I've seen many people do and free up their time and being able to make more money than they can ever imagine.
• 1:04:39
  SPEAKER_01: This is very, very possible.
• 1:04:40
  SPEAKER_01: And skill set, never ever not invest in your skill set because that is what's going to grow you.
• 1:04:46
  SPEAKER_01: You you might be very experienced, you might even be an expertised person, but there is always something to learn.
• 1:04:51
  SPEAKER_00: Yeah, and if you increase your skill set in skincare, you'll have the confidence and a better mindset, like a more positive mindset for selling it, right?
• 1:04:59
  SPEAKER_00: Exactly.
• 1:05:00
  SPEAKER_01: And I you can do one single calculation that will make you go, wow, and this is what I also do in terms of my in inside my strategy course, is that I say, what's your average order value?
• 1:05:11
  SPEAKER_01: 100 pounds.
• 1:05:12
  SPEAKER_01: Okay.
• 1:05:13
  SPEAKER_01: How many people do you see in a clinic?
• 1:05:16
  SPEAKER_01: Okay, I see around, let's make let's make it simple, like 100 people, 100 people a month, okay?
• 1:05:22
  SPEAKER_01: Okay, so 100 people a month times 100.
• 1:05:24
  SPEAKER_01: So potentially you can make minimum.
• 1:05:26
  SPEAKER_01: This is your minimum, 100 times 100, 10,000 pounds.
• 1:05:30
  SPEAKER_01: Are you making 10,000 pounds?
• 1:05:31
  SPEAKER_01: No.
• 1:05:32
  SPEAKER_01: How much are you making?
• 1:05:33
  SPEAKER_01: 1000 pounds.
• 1:05:34
  SPEAKER_01: Oh, okay, a thousand pounds, right?
• 1:05:36
  SPEAKER_01: Okay, so a thousand pounds divided by 100 patients.
• 1:05:40
  SPEAKER_01: So does each of your clients only spend 10 pounds with you?
• 1:05:44
  SPEAKER_01: And it's like, oh my goodness, 10 pounds, right?
• 1:05:48
  SPEAKER_01: So when you think about like that, so you have the minimum, and that's where we start at minimum is if it should be 10,000 pounds, right?
• 1:05:57
  SPEAKER_01: So then what we work on is that your conversion rate.
• 1:06:00
  SPEAKER_01: So then you say, okay, it's unlikely that I'm going to convert 100 of the people buying in, right?
• 1:06:06
  SPEAKER_01: What's a good rate?
• 1:06:07
  SPEAKER_01: 50%.
• 1:06:08
  SPEAKER_01: If I knew that 50% of my patients coming in would be buying skincare from me, I'll be happy.
• 1:06:15
  SPEAKER_01: It's not the best, but at minimum, it's I'll be happy, right?
• 1:06:19
  SPEAKER_01: So okay, so 50 times 100.
• 1:06:21
  SPEAKER_01: 5,000.
• 1:06:22
  SPEAKER_01: Are you making 5,000?
• 1:06:24
  SPEAKER_01: No.
• 1:06:25
  SPEAKER_01: So how much are you making?
• 1:06:26
  SPEAKER_01: All right, okay.
• 1:06:27
  SPEAKER_01: So you keep on going, you keep on stretching them.
• 1:06:29
  SPEAKER_01: That that that this is like how much money they're leaving on the table.
• 1:06:32
  SPEAKER_01: Okay.
• 1:06:33
  SPEAKER_01: All right.
• 1:06:34
  SPEAKER_01: So then you say, So then why your average order value is only 100 pounds, right?
• 1:06:40
  SPEAKER_01: Why don't we stretch that to two products, which is 150 pounds, or some cases like three products, which is now 250 pounds?
• 1:06:47
  SPEAKER_01: So when even if 20% of your patients, which is very low, buy from you.
• 1:06:54
  SPEAKER_01: With 250 pounds, that's still 5,000 pounds.
• 1:06:57
  SPEAKER_01: Right.
• 1:06:57
  SPEAKER_01: So now what you're trying to do is you increase the patients buying from you, so your conversion rate, you increase the retention, which is your passive income without you being serving them, they get served themselves, your passive income, and the average order value.
• 1:07:11
  SPEAKER_01: So average order value, conversion rate, and your retention rate.
• 1:07:14
  SPEAKER_01: Once you increase that, you will start seeing those figures that I just showed you, which is like the half of a million skincare sales.
• 1:07:21
  SPEAKER_00: Absolutely.
• 1:07:21
  SPEAKER_00: That's such great advice, such a good way of thinking about it.
• 1:07:24
  SPEAKER_01: It creates like this oh my goodness moment of people, right?
• 1:07:27
  SPEAKER_01: And that's why that's the reason why investing in your skill set is so important.
• 1:07:31
  SPEAKER_00: Absolutely.
• 1:07:32
  SPEAKER_00: Love that.
• 1:07:33
  SPEAKER_00: The most important question to ask in a skincare consultation that most people never ask.
• 1:07:38
  SPEAKER_01: Okay.
• 1:07:38
  SPEAKER_01: If I gave you a magic stick and I said, Emily, change the skin that you are in.
• 1:07:45
  SPEAKER_01: What would you want it to be like looking like?
• 1:07:48
  SPEAKER_01: Get them to future see themselves.
• 1:07:51
  SPEAKER_01: And this is this is going to be in a skin consultation and in a skincare consultation.
• 1:07:55
  SPEAKER_01: This is where you open you get people to open up about actually, I've got pause, I'm acne prone, I don't want to have acne here.
• 1:08:02
  SPEAKER_01: Actually, my nose really bothering me.
• 1:08:05
  SPEAKER_01: Oh, look, look at my lines.
• 1:08:06
  SPEAKER_01: I do need a Botox top up, by the way.
• 1:08:09
  SPEAKER_01: And then you're also my lines.
• 1:08:11
  SPEAKER_01: And when I smile, you know, you get people to open up and then you get them to tell you what they're not comfortable in.
• 1:08:17
  SPEAKER_01: And then when they're not comfortable in, and then then you come with your your transformative treatment planning, skincare planning, and this is when you can talk about amazing.
• 1:08:27
  SPEAKER_01: Love that.
• 1:08:28
  SPEAKER_01: If I had one, yeah, what one magic stick?
• 1:08:30
  SPEAKER_01: Yeah.
• 1:08:30
  SPEAKER_00: If I if you had a magic stick, how would you want your skin to be?
• 1:08:34
  SPEAKER_00: Very powerful question.
• 1:08:36
  SPEAKER_00: One more.
• 1:08:37
  SPEAKER_00: The future ingredient everyone will be talking about in two years.
• 1:08:40
  SPEAKER_01: Okay, it's not made yet.
• 1:08:42
  SPEAKER_00: Okay.
• 1:08:42
  SPEAKER_00: Oh, you don't, it's not made at all, so you don't know what it is.
• 1:08:45
  SPEAKER_01: No, I do know what it is, but I can't tell it.
• 1:08:47
  SPEAKER_00: Oh, you can't say it.
• 1:08:49
  SPEAKER_00: Oh, come on.
• 1:08:50
  SPEAKER_01: It's gonna be in sunscreen.
• 1:08:52
  SPEAKER_00: It's going to be in sunscreen.
• 1:08:53
  SPEAKER_01: Yeah, it will be a sunscreen ingredient.
• 1:08:56
  SPEAKER_01: But I'll I can't.
• 1:08:56
  SPEAKER_01: I'm on a huge NDO.
• 1:08:58
  SPEAKER_01: But I like that's that's another part of my job, is not apart from being masterclass coach and leader.
• 1:09:04
  SPEAKER_01: I'm also a skincare scientist and a consultant and strategist for Global Brands.
• 1:09:08
  SPEAKER_01: So let's say that we know what's gonna happen in 2019.
• 1:09:11
  SPEAKER_01: So you know what's coming and you know like the future for 2029 and you know beyond.
• 1:09:16
  SPEAKER_01: So you already know those, yeah, the the magic ingredients and also packaging perhaps might be some, but yeah, it will be in sunscreen.
• 1:09:23
  SPEAKER_00: I'll just tell you that.
• 1:09:24
  SPEAKER_00: Amazing.
• 1:09:24
  SPEAKER_00: Oh, that's exciting.
• 1:09:26
  SPEAKER_00: I will, yeah, I'll look forward to hearing more about that when it's released.
• 1:09:29
  SPEAKER_00: Okay, amazing.
• 1:09:30
  SPEAKER_00: This has been a great episode.
• 1:09:31
  SPEAKER_00: I'm gonna leave the questions there.
• 1:09:33
  SPEAKER_00: Thank you so much for coming on and sharing all of your wisdom and expertise.
• 1:09:36
  SPEAKER_00: I think people will take a lot away from this.
• 1:09:38
  SPEAKER_00: So if they've listened and they've loved everything you've said and they now want to find out more about you in Skin Masterclass, where should they go next?
• 1:09:46
  SPEAKER_01: They can come to my Instagram and say hi.
• 1:09:48
  SPEAKER_01: I watched the podcast and we can have a chat.
• 1:09:50
  SPEAKER_01: You can follow me on Skin Masterclass, that's my Instagram handle.
• 1:09:53
  SPEAKER_01: If you want to work together, if you want me to be your skincare coach and increase your skincare sales and make you very confident in your skincare selling, you can come onto my website.
• 1:10:01
  SPEAKER_01: There is a button to say apply to join skin masterclass.
• 1:10:03
  SPEAKER_01: You click on that.
• 1:10:04
  SPEAKER_01: There's eight questions, takes you three minutes.
• 1:10:06
  SPEAKER_01: It'll be more about understanding your business, your current skincare sales at the moment, where you want it to be, what's your nine-to-day goal, and then we'll bring that into our growth strategy calls together to take you there.
• 1:10:18
  SPEAKER_01: And that's a roadmap we will be working towards achieving together.
• 1:10:22
  SPEAKER_01: And yeah, that's it, I think.
• 1:10:24
  SPEAKER_00: Amazing.
• 1:10:24
  SPEAKER_00: Okay, so I will put all of the details in the show notes below as well.
• 1:10:28
  SPEAKER_00: So if you do want to learn more about Skin Master class, go and check out those and it will take you to all of the relevant places.
• 1:10:34
  SPEAKER_00: But thank you again, thank you so much.
• 1:10:36
  SPEAKER_00: This has been such an informative episode.
• 1:10:38
  SPEAKER_00: It's been lovely having you on.
• 1:10:40
  SPEAKER_00: Thank you so much.
• 1:10:41
  SPEAKER_00: I've I've enjoyed every moment.
• 1:10:42
  SPEAKER_01: Thank you so much for you.