Referral Rocket Overview

00:00 And in this presentation, I'm going to share a really cool strategy to help you get 46 hyper-qualified clients every month without spending any money on ads. 00:09 So before I get into it, I just want to quickly thank Jared and the team of the aesthetic conversion for having me on today. 00:15 Super grateful to be here, and I think you guys are going to love this presentation. So let's dive right in. 00:20 This presentation is based on this case study. I had with this client So I met this client Lauren and Diane Howard their partners and they started a med spa about I think about one half year ago Years ago Their med spa is called aesthetic finesse and when I met Lauren when he signed up for a program 00:38 He actually didn't want to run any ads. He wanted to just purely grow his clinic through referrals And so over a bit of a three month period we actually developed a referral program together and in just three months They sent out 691 referral quests. 00:54 They had 243 positive replies and they booked a hundred and thirty eight new clients from referrals so that is 46 new patients a month 12 per week so 2.5 referrals per day Imagine getting 2.5 new clients per day from referrals. 01:09 It's absolutely insane in three months. They In the total time that he was working with us, he tripled his business. 01:17 They're doing, I think they're doing close to 200 K a month and they have really solid margins. They're margins around 40%. 01:22 So they're absolutely crushing it in their clinic. They only recently started ads because they got so much growth purely through referrals alone. 01:29 And today's presentation, I'm gonna show you that exact system. So I know I'm kind of preaching to the choir here, but I refer clients to the best clients, right? 01:37 We all know that they're easier to work with, they're more fun to work with. They have the most realistic expectations. 01:43 They're easier to sell because they're pre-sold by their friends Right, they spend more and they cost less to acquire so we all know that we refer clients to the best clients There's one problem with referrals is that they're it's hard to get a lot of them right It's kind of like this you know that it's 01:57 not like turning on a faucet with full velocity It's like they're not very reliable. They're few and far between and it's just hard to scale a business or a clinic through referrals alone. 02:09 So, what if there is a way to get referrals with the same reliability as paid ads? Maybe some of you guys don't run it in paid ads, but for those who do and have success, paid ads are amazing. 02:18 They're so reliable. It's like turning on a button and getting a bunch of clients in your business. What the thing about paid ads is that clients aren't always super qualified because they're total strangers to your business. 02:28 So, the whole Grail is able to be able to get a lot of referrals and referrals and also get them really consistently because we all know that referrals are the best quality clients you can get. 02:43 And there actually is a way to do this, but I'm going to show you with you in today's presentation. So there's two reasons why meds buzz don't get enough referrals. 02:50 The first reason is they're just not good enough and the second reason is that they don't ask properly. and a little blizzard. 02:58 Everyone talks about this one asking for referrals, but no, it actually talks with the first point, which I'm also going to talk to you about today's presentation. 03:08 So this is a quote that literally every business owner says, oh my god, everyone loves their stuff. We just need to get the word out. 03:13 I've talked to literally thousands of medspas over my six-year career working with medspas. And I all say that, look, once we get a client in, they love us. 03:21 We have a great service. us marketers actually say a version of this too. We say it doesn't matter how good you are if you can't market, right? 03:31 Markers like to say that all the time. They say even if you're great, you still need to know how to promote your business. 03:37 Well, this is actually wrong. The hard truth is that if your service was truly remarkable, which actually means worthy of remark, you'd be much busier. 03:47 You wouldn't have the trouble that you're having getting a lot of clients of your clinic. It's really hard to hear this, but it's true because most clinics are great but not exceptional. 03:57 Exceptional is what generates referrals, but exceptional is super, super rare because it's very hard. It's very, very, very difficult to build a business that is so exceptional that people are just telling all their friends. 04:08 And the reason for this is because people tend to speak up either when they're super angry or when they're super happy, right? 04:15 So I made this little graph here. There is the referral zone where people tell their friends when they're absolutely blown away. 04:22 There's the quiet zone where the majority of customers end up where they're either just like indifferent or sort of upset or even happy, right? 04:31 And then there's the negative referral zone where people tell people when they're super pissed off about a business. And you've experienced this yourself. 04:37 When you go to a business and you're just happy, you're not like blown away, you're probably not gonna Because people take a social risk when they refer a friend to a business, right? 04:45 Because people take a social risk when they refer a friend to a business, right? because if that friend has a bad experience, they're gonna lose brownie points with their friends. 04:53 So people are super selective it, so let's talk about how to be so good that people want to or for you. 05:03 Before we talk about that, we need to realize that people who sell stuff are actually selling two things. The first thing that they're selling is the content, right? 05:10 This is the thing that people consume. In the case of running a medical spot, it's your treatment, some cells. And then secondly you have the context which is everything that frames that thing to make it more valuable in this case We can talk about the environment, right? 05:23 It's everything that surrounds the content and the best way to think about is a glass of water So you have a glass of water the content is the water itself in the glass in this case It's your treatments and the context is everything else that surrounds your treatments So that if this doesn't make sense 05:38 right now it will in a bit because I'll show you exactly how you can maximize the context as well as the content. 05:44 So let's talk about maximizing content. The basic two ways to maximize your content is to first of all get faster results and secondly get better results. 05:53 I'm not gonna go super deep into this because I am not a provider. I can't give you all these crazy strategies to get you know better clinical results with your treatments, but based off my experience I can give you some valuable insights here. 06:05 So my dad is Dr. Peter Ersel. He runs a clinic called Court of the Skincare in Lindsay, Ontario. He's helped me start this business, he's one of our advisors in the business as well. 06:17 And he's really into, you know, he's really into marketing, right? And one of the things that he sort of invented was this thing called the cosmetic sweet spot. 06:25 He actually created a whole ebook on this. And what he discovered was that when he's working with clients, there's usually this one thing that if he solves that one thing quickly, the client is super happy, right? 06:36 And so that's what he focuses on when he sees a new client in his practice. He obviously wants to combine treatments to do a full treatment program. 06:44 But his first most the most important thing is to fix their most pressing issue fast, which he calls the cosmetic sweet spot. 06:51 So just to give you some examples, one is a dribbie mouth, right? So there's actually even four and after of him. 06:56 If you just inject a small amount of filler into the corners of your mouth, you can lift up those corners. 07:01 And look at how amazing it's such an amazing result. It's so simple. And if someone comes in his clinic, he can literally take 30 minutes and completely change their look and make it look super natural. 07:12 And that's an example of getting someone very quick results and they are going to refer their friends because they got such instant results from his treatments. 07:20 Another example is thin lips. If you can fix lips, those are something another thing you can fix pretty fast pigmentation. 07:26 So he uses and so those are some examples of fixing the cosmetic sweet spots. 07:37 So when people come into your clinic, you should first focus on what you can fix that one thing that they're really, that's really bugging you, how you can fix that in the fastest manner possible, and that's going to increase the likelihood the day we refer. 07:51 The second thing is how to get better results. So there's different ways you can get better results. Obviously, I'm not going to go through everything because I'm not a provider, but one thing you can do is offer a fast start program. 08:02 So when someone comes in after you treat their initial most pressing issue, you typically want to get them on an 8 to 12 week boot camp where you have people coming as many times as possible to get the best results in a short period of time. 08:15 And this makes so much sense because when someone first comes to a clinic, they're the most most excited to get the results and they're actually the most willing to spend the most money. 08:24 So you might as well get them to pay up front for an eight to 12 week program where you have them come in once every week, once every two weeks. 08:31 You combine treatments together to get them as the best results possible. You also wanted to deploy combination therapy. So in this program, you want to deploy different types of treatments to then or to address the different three days of aging that we call it, right, the scent, deflation, and deterioration 08:48 . So you want to combine the treatments together to get that synergistic effect to get the people get people the best possible results You want to combine it with home care And it's really important to not spread yourself thin I see so many clinic owners. 08:59 They try to do every treatment and if you spread yourself too thin It's very hard to get really good at you know a small number of treatments So I would always prefer the clinic that specializes in a small number of treatments And does it really well as opposed to going to a generalist who claims they 09:16 can solve every problem but that but who actually aren't that good at solving the problem. So just like me working with MedSpoz, you know, a lot of people would rather work with an agency that specializes in MedSpoz like us as opposed to working with a generalized marketing company. 09:33 So it's always best, especially when you're starting out to specialize, get really good at solving a specific problem. And just some examples of faster programs here. 09:42 So when people work with us, we actually we help them build these programs. So for example, this one's called the 12 week new U challenge. 09:48 It combines laser genesis and secret RF in an eight to 12 week program. And this one combines Botox, IPL, chemical peels and hydrophacial. 09:58 So you should really start to think of how what programs you can put together that will help people in an eight to 12 week time frame to get them really quick results right off the bat. 10:07 All right, now onto maximizing context. So once you've maximized the results that you can get for clients. And by the way, this is not something you can do instantly. 10:16 It should be a lifelong or a business-long pursuit to improve your results. so context is actually more important than people think. 10:31 And to give you the most extreme example, there's this social experiment of Joshua Bell playing violin in the Metro. So he's one of the world's top violinists. 10:40 There's this video where he plays in the London Metro for a couple hours and he bear it like people barely notice. 10:47 He's playing the most incredible violin you've ever heard. But since he's in a place, he's in an environment that doesn't support him, that doesn't put him on a pedestal. 10:55 People just walk right by him and kind of just treat him like a regular old buscar like he makes some money. 11:00 But it just shows you that you can have the best product, the best content, in this case the music that he's playing. 11:06 But if your context is working against you, you totally lose all credibility and you put together all this work to be so good. 11:14 But if you don't have the environment that supports you, it totally sabotages you. So you don't want to make your clinic, you don't want to have an environment in your clinic that sabotages your ability to sell and sabotages all the work you put in to having great treatments. 11:28 So one of my clients, Nathan Strom, he did a presentation for us. He actually owns a consultancy that helps clinics with their sales, and he talks about the five senses. 11:38 So when you set up your clinic, you should think of the five senses that are going to affect people when they come in. 11:43 So site, is your clinic spotless? Does the receptionist greet warmly? What's on the TV? What music is playing? Doesn't match your brand? 11:51 Does it create a calming atmosphere? What does your clinic smell like? Can a client smell your quality products? Do you offer premium chilled beverages and touch? 11:59 Are you furnishing comfortable and does the physical environment feel welcoming? So you need to think of all the things that are happening when someone comes into your clinic and you need to create the premium experience. 12:10 I know you probably heard this a gazillion time, you need to create a premium experience, I actually created the video on this. 12:23 by the way, if you go to my YouTube channel, just type in forever book to YouTube, this video, the try effective seem the selling. 12:29 This goes deeper into setting up your clinic sales environment to make your sales easier. All right, back to the presentation. 12:36 It's really important to create your own unique process. And here's what I'm talking about. So this is actually something I created with my dad, we called the perfect patient pathway. 12:46 And what we did was he mapped out the perfect journey that his patients should take with it, right? So the first thing is they go into the discovery phase of doing their research, they contact the clinic, they do that mini-consult in the light treatment, and so this is where you would often solve their 13:02 most pressing issue, the cosmetic sweet spot. He wants to do a 3D facial analysis, get the one to fast our program, reassess, get feedback from the client, move them onto referrals and testimonials, then ultimately get them onto a maintenance program. 13:16 So every clinic's pathway should look different. The most important thing is to have a pathway, right? You need to have an ideal path that your patient can take because this just adds so much like when I go to a clinic where I go to any provider, I want them to know exactly what's happening next. 13:31 I never want there to be any sort of ambiguity of what's happening. I never want me to have to decide what happens next, right? 13:39 I like businesses that have a process. They have a system. They communicate that and the next step is always super, super clear. 13:47 So you should work on making sure you have that process in your clinic. In my marketing company, we have this thing called the eight week agency implant and this is where we use AI to implant a many marketing agency into your med spa with an eight week period. 14:00 This gives you total control of your marketing so you can get better results while eliminating reliance on expensive and effective agencies. 14:07 So this is our process that we have we have an eight week program where we help implant the power of a marketing agency into your clinic and it's super. 14:14 We have it super, super mapped out. It's super clear what happens when someone joins our program and this helps us get better results. 14:21 It helps us sell our program and this is just super important for any business to have you want to have your own unique system. 14:29 So for my own experience, I have way more trust and respect for provider when they have either own unique system. 14:36 I don't want them to just talk about how they have the best treatments. I want to hear how they deploy those treatments to get the best results. 14:44 This shows a high level of passion for what they do, and also gives me confidence to refer other people to that business. 14:50 So just to give you an example, my hair is kind of thinning and I'm trying to get it to last as long as possible. 14:56 So I've been to a couple different hair providers or people that, and I haven't got a hair transplant yet, but I've done some PRPs and PRF, etc. 15:03 And I've been to different providers and it just makes such a huge difference when I go to provider and they they don't just say like product or treatment as the When you go to a provider and they don't just use the same branded treatments as everyone else if they talk to you about How they've tried 15:28 a lot of things and based on their experience this combination of things works best That just gives me the most confidence when I go to someone I like to go to a provider that has their own unique way of doing things So it's really important in your clinic to have your own unique way of doing things 15:43 and communicate to clients when they come in that for at me at least that's what gives me a lot of confidence. 15:48 All right, so this is just the first half of the presentation, how to get good at what you do and how to show that value to people now let's go to the exciting part, which is how to properly ask for pearls. 16:01 The most important thing is to have an offer. So this company Dropbox, I'm sure you've heard of them, they literally 39 X their business in 15 months by using this offer. 16:12 So they had an offer where you could get up to 16 gigabytes of free space by inviting your friends to Dropbox. 16:17 All you need to do is type their names and emails in this box. You'd send them the offer when they signed up, you get an extra 16 gigabytes of space. 16:25 So this just shows you that you need to treat it like an offer when you ask for referrals. But you don't want to be cheap. 16:32 So I see so many clinics they will offer like a give 25 get 25 or give 50 get 50 and the fact is that this is a cheap offer. 16:40 Most referral programs don't work because the offers are too cheap. Giving clients 25 or even 50 dollars for new referrals. 16:46 It's not enough, especially like if you consider yourself behind medspot and you're giving offering $25 like that's what a nail salon should be giving away, right? 16:54 If you consider yourself a high-end med spa and you know the lifetime value of your clients, you should be willing to give away more as a bonus to get new referrals. 17:04 And this is exactly what I did with my client Lauren when he created his system. So keep this in mind. 17:11 Acquiring new patients, it's five times more expensive than keeping existing patients. 76% of patients consider themselves a lifetime value, lifetime client after the third visit. 17:21 but the average lifetime value of a patient is 2000. And so this is why you should be willing to spend more than $50 on your referral incentives. 17:31 And just to hammer this home, even more, let's compare this to the acquisition cost of running paid ads. So I've ran paid ads for MedSposter six years now. 17:42 I have a ton of experience. I've spent millions of dollars on ad spend. Let's say you spend $1,500 a month on ads, the average cost per lead is going to be about $15. 17:51 That's going to generate 100 leads. You're going to book in the short term about 20% of those leads. That's 20 appointments booked. 17:57 $75 cost per appointment with about 80% short rate if you collect a deposit. 16 consults showed cost per show of $94. 18:06 Your close rate is going to be around 50% on average. That's eight closes. So cost per new client is $188. 18:13 And if you factor in the cost of the discount required to get that client in of, say, $100. Your total cost to require that client to be around $288. 18:23 And those clients are coming from social media, which are harder to sell than referrals. So therefore, you should be willing to spend around $300 or at least $288 to acquire a new referral. 18:34 Because referrals are generally going to be much more qualified, they're going to spend more money than someone you bring in with paid ads. 18:41 And so you should be willing to actually spend more or to bring in a referred client compared to paid ads. 18:47 So this is what everyone's missing. They don't realize how expensive it is to acquire a new client. And so they're very cheap with their referral bonuses because they're not willing to give a good enough incentive to actually get people to act. 19:01 So step one is to decide on your incentives. We've tested, give 50, get 50, give 100, get 100, give 150, get 150, give 200, get 100. 19:12 and give to 100 get 100 actually works the best. So if you have $300 of available incentives, you need to actually give worthy incentive to the new client because that's the client who needs to get out of there but drives your clinic to a new clinic that they've never even heard of, go into an uncomfortable 19:29 consultation setting and possibly spend thousands of their hard earned money. So you need to give more of the incentive to the new client coming in. 19:38 And you can also offer gift cards or a B12 shot just for participating in the system, which I'm about to show you. 19:45 So here's an example of a table tent that we help our clients make. You'd say give 100, when you give 100, when you give 200, ask us how you can receive $100 treatment credit, when you give to friend $200 towards their first visit, and just for participating, you can offer a free Starbucks gift card. 20:01 So this is quote by Warren Buffett's business partner, business partner, Charlie Munger, he says, show me the incentive, and I'll show you the outcome. 20:08 What he's saying is that incentives are such a reliable predictor of human behavior that he can predict the outcome based on the incentive alone incentives are super powerful, so use them. 20:19 And obviously incentives they won't really make up for a bad business, which is why I went over the first part of this presentation first, you need to be an outstanding business. 20:27 When you have an outstanding outstanding business combined with a system like this, it's just like things will go crazy and you'll get a ton of referrals. 20:36 Step two, get people to fill out a referral sheet. So we have a super simple referral sheet that looks like this. 20:42 You print these out. And the reason you want to use a physical sheet is because people are conditioned to fill out physical forms. 20:47 I should do this instead of an iPad. And you can ask people right when they buy them. Who of your friends might like to improve their skin with you, right? 20:57 It's even been shown that people get better results when they go through a program with their friends. So when someone buys a treatment program from you or comes in for a consult, why not ask them? 21:06 Hey, you have any friends that might want to do this with you? Wouldn't it be more fun to do a treatment program and get better skin with a friend or two? 21:14 You can also use this in negotiating pricing discounts. So someone wants to You can say like a someone wants to get better deal a deal on their package. 21:24 You can say look I can't do anything less than a thousand dollars for this package But if you give us the phone numbers of at least three friends, I'd be happy to cut that fee So in addition to just getting people to fill out the form, you can use it as an additional negotiation or pricing tactic when 21:37 people want better pricing on your packages. All right, step three is to take a selfie with the client. So you want to have fun with this part. 21:48 If the client, when the client fills out their referral sheet, we highly recommend taking a selfie with them so that that selfie can be texted to their friend, which is the next step of the system. 21:57 And you're going to say, look, people don't like getting texts from strangers and would rather see a picture of your beautiful face. 22:04 You take a selfie with the client. The four step is to text those referred friends with the selfie. So in our system, we will text, let's say a person fills out the name and number of five of their friends. 22:15 We're going to text all their friends with the treatment credit offer. And so there's actually two ways to do this. 22:22 If you do it just with your phone, you can actually send it three way text so you can create a group chat and include the friend and their referred friend and text them. 22:30 This is a quick and easy way to get started, but it's very hard to scale to create all those group chats. 22:34 The two A text is the one that we use with our system. We use our special software, and all we need to do is enter the names and fun numbers in their referral form, and our referral system does the best, does the rest. 22:45 So this is one of our client's example, referral entry page. People fill in their names and fun numbers with their friends on this, that sheet and at the end of the day or after they fill out the sheet, you complete this form, you click send and our system will text all those friends with the selfie, 23:02 with this offer, and we have an AI system that will actually follow up with all those people and get them booked in your clinic. 23:10 This brings us to step five, which is to track the appointments and pay of credits. So when their referred friend comes in, you grant them the $200 credit, you want to have some sort of stipulations in place. 23:21 So a popular one that our clients use, they need to spend at least $300. It can only be put towards services. 23:26 And as soon as they're referred friend purchases, you can text through a furl and grant them their $100 treatment credit. 23:31 That credit should expire usually within 90 days, and you should encourage them to use that credit on a new service. 23:37 So this is a chance to them to cross style, right? You could even say, look, you have a $100 treatment credit, but if you use it on this new service, we will bump the credit up to $150 or $200 dollars to get them to encourage them to buy different services in your clinic. 23:52 So you can do this all manually, but we actually have a system in place that manages all the conversations and tracks people when they come in. 23:58 It makes us all automatic. So closing, I want to mention three keys to the Lawrence results. These are three very important things you need to have in place to make this program work. 24:08 The first thing is generous incentives, $100 treatment credit to the refer and a $200 credit to the recipient. and you want to track the spend. 24:16 If you're super skeptical that this won't work and you'll lose money, just try it out, and then track how much those new clients are spending so you can measure your ROI. 24:27 If after a month, you're actually losing money on this and those people aren't coming back, maybe you can change the program, but I am super confident this will actually work for you because referred clients, they spend more money, and if you have a good sales system in place and cheat those people right 24:44 , they're going to come back again and again spend $1000 with you. So if you're skeptical, just try it out and make sure to measure the ROI, so you can make sure this is profitable and you're making money in the long term. 24:55 Even if you lose a bit of money in the short term, if you cheat those people well, they're going to come back and spend more money with you. 25:01 Make sure this is done in clinic. So what a lot of people want to do is let's say they just want to send people home with the sheet or with their referral landing page and have them submit it in their own time. 25:13 What happens is people forget and they don't get nearly as many referrals. You need to do it in clinic with the client. 25:20 As soon as that person leaves the clinic, they're going to go back to their everyday life. They're going to forget everything you said. 25:24 They're not going to do it. So you'll get much better results if you do it in clinic. goodies, some free resources to grow your clinic and also a video that shows how our program works. 25:33 And if you're interested, you can book a call with my team. So again, thank you everyone so much for watching and I hope you enjoy the rest of the webinars.