May 24, 2024 • 50 mins
I have been a Spa Pro for over 38 years! I am a Master Esthetician & an Award winning Spa Biz Coach.
I started my own Spa Biz at 21 years old & still operate my Spa part time.
I am an accomplished 7 time book published author. I am regularly invited to write articles for Spa industry magazines.
My passion is helping Spa owners achieve more money for every hour that they work.
During Covid, I was given an award for the work I did to support the industry & have been featured in a variety of podcasts, including Skin Inc, Associated Skin Care Professionals.
I have been an Ambassador for TEDx in my city for 3 years & an influencer with ASCP.
Currently working on publishing my own book, a Spa Anthology, featuring Estheticians & Spa professionals from around the globe!
https://tazeemjamal.com/
Become a supporter of this podcast: https://www.spreaker.com/podcast/inspiring-stories--2917948/support.
https://tazeemjamal.com/
Become a supporter of this podcast: https://www.spreaker.com/podcast/inspiring-stories--2917948/support.
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Transcript
Episode Transcript
Available transcripts are automatically generated. Complete accuracy is not guaranteed.
(00:04):
Thank you for listening to De PicturesMedia Radio. You rat you readything to
(00:31):
me? Oh well, jus wellnot a bad stop alone I just see
(01:14):
sow supomasson stop alone? Is ittests? Welcome back, everybody. I
(01:38):
want to introduce a friend of mineto Zeene Jamal, and let's read a
little bit about what she has saidabout herself. I have been a SPA
pro for over thirty years. Iam a masterisician and award winning SPA biz
coach. I started my own SPAbiz at the age of twenty one,
(02:04):
is still and still operate my ownspot part time. I am an accomplished
seven time book published author. Iam regularly invited to write articles for the
spot industry magazines. My passion ishelping spot owners achieve more money for every
(02:30):
hour that they work. During COVID, I was given an award for the
work I did to support the industryand have been featured in a variety of
podcasts and of course she's on thispodcast now, including skin inc Associated skincare
(02:55):
professionals and I have been an ambassadorfor ted X and her city of Port
Moody for three years and an influencerwith the ACE ASCP. Currently she Currently
(03:19):
Tzim is working on her own publish, publishing her own book, a SPA
anthology featuring assicians and SPA professionals aroundthe globe, and the hope that she
can actually touch other people's lives andhelp improve their SPA owning experience. So
(03:47):
when we welcome to Zeem to theshow and let's hear more about her story,
(04:25):
Welcome to the show. To Zeem. You've been in the spot industry
for like, I don't know,forever, almost forty years. It's the
only career that I've ever had.Yeah, and I do want to say
this because I have received some spottreatments from you personally that I don't know
(04:49):
too many people who are better atit than you. They have actually they
have actually touched me. So Igot the crazy nervous system thing going on.
So you toucht me the wrong thingand it's and you were always very
gentle and I say, just awarm energy. So that's so for anybody
(05:15):
listening who's looked. They lives inthe Lower Mainland, Lower Mainland of British
Columbia. Pert Moody look for tZine Jamal and I don't remember the name
of your spa though I'm sorry,that's okay. It's called Skindultance Spot.
Yeah, it's a very very it'sa tiny little boutique skin studio now that
(05:38):
I work very, very part timeat. But it's I'm super passionate about,
you know, that side of thebusiness, and so I keep my
finger in the pie even almost ofthe time. Now I'm spending my time
coaching other SPA owners to build theirbusiness strong like I've had the great fortune
to be able to build beautifully.So yeah, it's it's it's awesome.
I love what I do and Ilove the client interaction. I love the
(06:01):
communication, the conversations, the resultsso I can give my clients. But
really it's you know, our industryis so much about relationship building, and
when you can build a great relationshipand you can be mindful of a client's
needs no matter what they are,and cater to them to the best of
the best of your ability, Ithink it creates beautiful environment for your clients
(06:23):
to feel so welcomed and feel atease because it's not I mean, it's
never easy to come in and youknow, maybe you're having having a manicure,
pedicure or haircut is different. Butwhen you're you know, basically lying
on the bed and having a treatment, whether it's a waxing or a facial,
you know that there is a levelof intimacy that you really have to
be a total professional when you aredealing with your clients, male or female.
(06:46):
Right, So, yeah, it'sit's an amazing industry. I love
it and I'm super passionate about It'sthe only thing I've ever done. And
now I'm basically taking my forty yearsof experience and teaching others and supporting and
coaching others from what I've learned,and you know, a lot of great
success, but I've also had,you know, downfalls. I've also made
mistakes, and so to be ableto teach other people to avoid some of
(07:10):
those eras is a really great thing. Right. So yeah, thank you
for having me miked. I'm reallyhappy to be here. So let's roll
the clock back. I think it'sthirty eight years yep, is that right?
So how did you ask you exactly? How did you get started?
Well, you know, it startedlike way further back than that. My
mom's sister, who was actually oneof my favorite aunts. She was like
(07:31):
a second mom. To me.She always used to say to me.
She lived in Belgium when I livedin the UK, and we would go
and visit her, and I wouldshe'd often have headaches, and so I
get her to sit down on achair and put her head on a pillow
and I would massage her shoulders.And she said to me one day,
she said, you know what,honey, you have such magic energy in
your hands. I would love tosee you do something with that when you
(07:55):
grow up. And this I wasvery young. I was maybe seven or
eight, like very young, andso is something that really stuck in my
head. And I really was like, wow, okay, that was pretty
incredible. And you know, she'sno longer with us. She was an
amazing influence in my life, asI've been my parents. But I started
going as she started in the fashionworld, and I actually did fashion design,
(08:16):
which I liked but didn't feel likeit was my calling. And then
I progressed from there to do makeupartistry, and then from makeup artistry I
ended up doing aesthetics, and estheticsis where I stuck and I absolutely loved
it. You know, I've doneextensive training in all areas of the industry,
but it has been my passion toreally focus on skincare, natural non
(08:39):
invasive skincare treatment. So that's reallywhat I provide. And even when I
had my business, I often wouldget phone calls from other spot owners around
the city that would say, youknow, I've heard about you. I
hear about the success that you've had. I'm wondering if you can help me.
And so I've been kind of coachingon and off for probably fifteen or
eighteen years, but ten years agois when I decided it was time for
(09:03):
me to share my passion and myknowledge with SPA owners in an official capacity.
And so that's when I formed mybusiness and started doing workshops and trainings
and then created a couple of differentmemberships for SPA owners. And my primary
client is very definitely a higher levelsolo practitioner or an esthetician that maybe has
(09:28):
you know, three or four estheticiansworking for her or for them, and
so that's my audience, that's theclient that I cater to. I have
been approached by larger spas to workwith them, like you know what I
would call corporate spas, but that'sreally not my passion, Like I think,
for me it's about helping the smallesthetician to grow their business, and
(09:48):
there's so many great ways that theycan do that. So being able to
have access to somebody like myself who'sbeen there, done that, right.
I started out solo, took ona staff member, rotated into building a
physical bricks and mortar business for thesecond time, had nine estheticians on board
at one point in my career,and then I went backwards, you know,
(10:11):
basically downsized everything and when a soloagain. So I've kind of done
the whole circle. So I reallydo understand probably any level that any esthetician
is at in their career, whateverstress and challenges, I've quite likely probably
experienced them as well. So yeah, it's a really cool place to be
and I'm really passionate about helping SPALLowners. And my area of expertise for
(10:35):
sure is retail sales, profitability,and creative outside the box what I call
purple carpet marketing, so really helpingthem elevate their brand by using you know,
quality care for their clients. Ihave a philosophy called purple Carpet Experience
that is really about helping you buildthe relationship, because again, relationship is
(10:58):
the new currency right today. Soyeah, yeah, definitely, definitely.
It is about building relationships in anybusiness, right absolutely. I think when
you have the privilege to make physicaltouch contact with a client, you know,
that privilege I think is even moreof a responsibility for us to make
sure that we are honoring that relationshipeven even deeper, you know, for
(11:20):
the client. Right, So agreed, And I have to say that you
do a pretty good job of that. Yeah. It's really being aware.
It's being aware of who you are, you know, what we look like,
how people perceive us, but alsothen what we're doing in turn to
allow the client to feel relaxed andfeel welcomed in the space. Right.
(11:43):
So yeah mm yeah. In havinghaving been on should we say better table,
I don't treatment, I comment thetreatment, okab treatment, having been
there and because on on the onthe client and you're you're kind of vulnerable,
(12:09):
right and that's exactly right. Yeah, yeah, And to have somebody
with with with that, with thatthat kind energy, uh, come and
touch you. And because I don't, I don't. There's there's some people
(12:30):
out there they always want to flipthings around on you. But but there
is a lot of touch. Thewhole the whole process is you're touching uh,
just about every inch of their face, their necks, their shoulders,
their hands even sometimes right So,yeah, absolutely, like you have to
be you have to be such aprofessional, but you have to be so
in tune with your own energy aswell as theirs, right. I mean
(12:54):
I always tell my esthetician, youknow, clients that you know, when
you walk into make sure that youare not thinking about the last client.
You're not thinking about what was goingon at home. You have to let
that go at the door, becauseyou've got to give you one hundred and
ten percent undebedded attention to the clientand what they're needing right now. Right
so, right now, they arethey are the only thing you need to
(13:15):
focus on when there, when they'rein your treatment room. For sure,
that's a good thing to teach people, you know, I do, That's
definitely one of the things I talkabout a lot is that they are they
are they are, they are thenumber one thing that you should be focusing
on in that moment, and theydeserve that. They deserve one hundred percent
of your attention in that moment,right So for sure. So with with
(13:43):
that being so, you you youtalked about retail and skincare. I want
about dive into skincare a little bitbecause you've always had the clearest skin I've
ever seen. Now go talk here, no failure is here. It's like,
(14:03):
so what does your h what doesyour skincare regimen actually look like?
And how do you decide how tobuild one for someone else? So I
think you know, you do needto like if we're going backwards, like
I obviously carry a skincare line,I'm not necessarily going to talk about that,
(14:24):
but the most important thing as anaesthetician, if you're looking to build
a skincare practice, you know,I think you need to decide who you
want to cater to, right becausethere are many lines that have areas of
specialty. Now, the line Icarry is pretty extensive if they have something
for almost every skin type, buttheir major focus is you know, preventative
(14:48):
and anti aging skincare. That iswhat they are known for. And so
it's so important to know who youare catering to. If you're in a
university town, you can't be youknow, bringing in a high end,
you know, anti aging skincare linebecause your clients that are walking through the
door quite likely to be teenagers orin their early twenties probably dealing with acne
right or breakout, and so youknow, focusing on that is a really
(15:11):
big part of your business, knowingwho you cater to or who you want
to cater to, right, Butthe location you choose is also going to
quite likely determine who you cater tobecause the community you are based in and
who is surrounded in your community iswho you're you're quite likely going to come
through your doors, and so makingsure that you've got that. But coming
(15:33):
back to my own skincare routine,I am I've been you know. Yes,
I'm a little bit obsessive. I'mone of those crazy estheticians. I
need a suitcase just for my skincareproduct. When I'm traveling. My husband's
like, do I I dare you? We're going away to next month And
my husband's like, we're gone forfour days? Can I dare you can
get on on the plane with acarry on luggage? And I'm like yeah,
(15:56):
I think, because okay, let'ssee how you fail. Right,
So, because skin care is Iwould rather not have one extra pair of
shoes or even extra clothing. Butfor me, my skincare is everything.
Now I am a shoe girl,Let's not. I won't know. I'm
like, all right now, oneextra pair of shoes so you can have
(16:19):
another part of your Skincare's saying somethingbecause I know how you are about shoes,
because I am. I'm obsessed withshoes as well. A Melda Marco's
here for sure, and I havelike probably close to one hundred pairs of
shoes. But for me, myskincare is everything, right SPF, you
know, and like I were attendedSPF every single day, you know.
It cleansed my face twice a day. I use a serum, two different
(16:41):
serums, one in the morning,one at night. I cream miss offt
my face like a double cleansed.So you know, for me, like
my skin care is a huge partof my self care, my self love,
and it's my time, whether it'sfive or ten minutes, twice a
day, I do really nor tomy skin. I exfoliate my skin at
least once or twice a week.I use a mask once or twice a
(17:03):
week, you know. And Ido appeal like at least once a month,
if not more often than that,depending on the time of year that
it is. So you know,I'm one of those crazy yes days that
really does practice what they preach.And when you say to me, you
know, how how do you determineor create a program for a client,
It really starts with the consultation.When you are doing a great consultation,
(17:26):
you can really understand where the client'sneeds are as well, because sometimes people
they don't know any different. They'llgo to a drug store, they go
to a department store, maybe theyeven go to another repetition. And people
have said to me, gosh,you know, I've been to spas and
no one's ever asked me these kindsof questions. So I have a very
customized consultation form that I've created andlike tweaked over the years, and it's
(17:48):
if someone's asking, I've had peoplesaying, oh, you know, can
I have access to that? Yesyou can. I have a whole digital
platform where you can purchase a lotof a lot of my tools right and
my consultation sheet. I call itmy Magic consultation Sheet because there are some
seriously magical questions on there that getsthe clients to say, oh my god,
yes I want to hear more aboutwhat you what you have to offer.
So understanding the client's needs is socrucial and asking the right questions so
(18:12):
that you can get the right answers, but visually right doing a consultation,
when you see the client and you'relooking at their skin properly, you can
get a very strong gauge on what'sgoing on with them, and then in
turn asking them the questions and thenallowing yourself to, you know, offer
your professional expertise on what you thinkis best for their skin and what their
(18:33):
best protocols are for even a treatmentwhen they come to see you in this
ball, So does that answer allyour questions? Actually? That that and
it leads into because we want totalk about about your coaching program, because
hey, you're anybody who actually knowsyou, anybody who goes to go to
(18:55):
your website or anything that you're aboutis going to discover right away that you
are about great skincare and you're abouthaving the right energy around people so that
they feel comfortable. They were goingto find that out right away. But
there's some other stuff that and youstarted talking about because I wanted to get
deeper into you know what, whatare some of the steps that you teach
(19:21):
other spot owners and you started offwith this consultation. It's like, how
do you teach teach a new anesthetician to or a new spot owner to
do a really good consultation, becauselet me tell you, there's some out
there that they think they're asking deepquestions, but they it's like by the
(19:41):
time we get home, it's like, oh my god, that just burnt
my skin, and it is.I mean, you know, I always
say I remember one time I hada client who came into the spa and
it was the middle of summer,and she wanted to have appeal and she
said to me, I want tobook it. And I looked at her
and I said, I can't andall good faith as a professional, do
(20:02):
this treatment for you. And shewas really annoyed, like she was just
like, what do you mean youcan't do it for me? And I
said, I can't remember her name, but let's just say Leanne was her
name. I said, you know, I can't do it for you because
I would not be doing you agood service by allowing you to treat this
treatment today because it's not the righttime of the year. It's boiling hot
(20:23):
outside, the sun is beaming down. You've never been in to seeing me
before and you want to have apeal. No, I can't do that,
And the reason for that is becauseI need to prep your skin first.
You know, if you're using soapand water or you know, off
the shelf products, they are notpH balanced to give you the results that
(20:45):
you want that you think you're goingto get from something like doing appeal.
So I always have to back itup. And that day she left and
she was annoyed, but I haveto tell you. She called me back
about two weeks later and she saidto me, you know, I have
a lot of respect for you fornot doing the treatment for me, because
I realized pretty quick after I left, even though I was annoyed, that
you really did care about me,even though you didn't know me and you
(21:08):
didn't want my money. And Isaid, no, I'm not in it
for a short term gain. Andthat's a piece of advice I would give
to anybody listening to this. Nomatter what area of this industry you work
in, don't be in it forthe short term game. You're almost better
off saying no to the client andgiving you legitimate reasons why, because you
will. She came back. Shecame back a couple months later and she
(21:30):
booked a treatment with us, andso we were able to help her create
the results she wanted versus me doinga one off treatment for her having never
prepped her skin, not knowing whatshe's using. But asking those questions is
so critical for your success and fortheirs. But it protects you as a
professional, and it protects your reputationwhen you do ask those questions. And
(21:53):
so I know a lot of skincarelines, including the one that I carry,
has their own consultation for or sheets. But I say to anybody who's
listening to this, I will tellyou, hands down, I have seen
so many different consultation sheets, butthe questions that are on this one page
consultation sheet that I've created is sopowerful. Not only would it allow you
(22:18):
to create a space as the professionalto talk about home care products for your
clients, but it will allow theclients to feel really confident in who you
are as a professional. And soit's very very simple. I will say
to people, just use whatever otherconsultations sheets that you may already have,
(22:40):
use this as a supplemental consultation sheet. And it's only one page. I've
seen like four and five page consoletsheets that are so overwhelming the client is
like, oh my god, Soif you use this one sheet and that's
pretty much all I use. Idon't even use the one that my skincare
line carries. I used to useit, but now I just use one
(23:00):
I got And I feel like Inever there's not a hole or a gap
in anything that I'm asking the questionsfor my clients because I get the results
every single time. People come thefirst time and they're like, Wow,
my skin has never felt this amazingafter a single treatment. So it really
is about getting to know your clients, but sometimes asking the hard questions,
(23:22):
right, like what are they usingat home? Like that's something I've been
into spas and people haven't asked methat. They're like Jesus, the moisturizer,
yes, I do. Well,now how about if you take it
to the next level and say whatkind of moistrozer, what skin came brand
are you using? Okay, Sothat leads me to another question, because
(23:42):
where do you use the which moisturizeror where do you use it? Right,
because like personally it's like from thechin up. I'd even I say
from the deck called take oh Okay, you're you're you're kind of getting from
(24:08):
from this up. I don't useany kind of chemical product, just water,
maybe occasional sea salt or Himalayan saltto exfoliate, but because because I
do have the shave, there's anexfoliation level right there, Yeah, exactly.
(24:29):
Yeah, And I don't use alot of moist striders because next thing
I know, I wake up thenext morning and I got like welps all
over my face. Right yeah,yeah, I do kind of live by
my face. Of course you do, but I think it again, it
depends, And this is where youneed to have this conversation with client,
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right, you need to know whattheir concerns are, what kinds of reactions
have they had, Have they hadtreatments in other spas, and if so,
what kind of experience was it forthem? So again that all you
know comes back to the consultation.You start with that, right, and
when you can find out again,you know, you as a professional are
going to recommend products obviously, butsometimes you've got to work with the clients.
(25:15):
Someone's like, you know what I'mI don't want to use, you
know, a foamy cleanser. Asan example, I want a creamy cleanser.
Well it's not the right thing forher skin or for their skin.
But you've got to work with them. You either have to teach them why
they need to do it differently.But even then sometimes we're not going to
win, right, So you've gotto work with the client and you need
to slowly introduce products to them.Right. I had clients that have said
(25:38):
I don't think I want to doanything today, and I'm like, Okay,
that's that's fine. I respect that. However, this is if you
were going to take one or twothings, this is what I would recommend.
And then people are like, okay, but like tell me why.
So you know, sometimes it's it'swe're not in the game of convincing.
I will say that right off thebat. We're not in the game of
convincing. We are only here toprovide the best opportunity for our clients to
(26:00):
get results at home. Yeah,selling isn't convincing people. Selling is offering
them the opportunity and make the decisionto say yes or no. Yeah,
absolutely, absolutely so. Yeah,it really is important to be mindful of
(26:21):
how we sell. And I havea tip for those that are here.
If you ever feel like, ohmy god, selling is a four letter
word, which I actually have aprogram it's called sell is not a four
letter word. People feel very mucha personal rejection when a client says no.
And I want you to remember theacronym q tip as in what we
(26:45):
used to clean our ears. Quittaking it personally. That's what q tip
stands for. They're not saying noto you. If you go into a
restaurant and the waitress says, oh, we have this on special and I
don't buy it or I choose notto order that, she's not going to
be dead stated. She's not goingto be offended by my choices. So
we too have to not be offendedby the client's choices. If they say
(27:07):
no, we have to respect that. If they say yes, then excellent,
right. But we're there just tooffer our recommendations as professionals and really
help the clients decide that that maybeisn't the best choice. This might be
a better choice. Yeah, that'sall right. So you're also teaching people
to teaching your students to build abetter customer experience. Definitely. I developed
(27:37):
a philosophy. I guess it's likea framework called the Purple carpet experience.
Now, we're all very familiar withthe red carpet experience, right, and
red carpet is fabulous, but youknow, I mean, for me,
the red carpet is what I callflash in the pan experience. Right.
It's usually like people will say,I had by fifteen minutes of fame,
right, Like, when you thinkof carpet, you think, oh my
(28:00):
gosh, e this was amazing,but it's very often not long lasting.
For me, the purple carpet experienceis about connecting with the other human that
you're standing in front of at abelly to belly level, because when we
connect as humans, there is adeeper connection that is made versus being on
a stage, you know, beinglike maybe you see a celebrity, it's
(28:22):
a whole other experience. I wantto see the client again. So the
purple carpet experience is about building thefoundation of a strong relationship and building a
KLT factor, which is the nolike and trust factor. So that really
is what all encompassing the purple carpetexperience is all about. Is about creating
a wow experience for the clients thatleaves them feeling holy moly. That was
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like the best treatment I've ever had, and at that point, price becomes
irrelevant because they've had such a greatexperience. With that being said, you
aren't you kind of starting with anemotional level one hundred percent? So I
wrote an article last year for anindustry magazine called using the five Love Languages
(29:15):
in your spa business, And wereally need to tap into those things because
some people are very much driven bywords of reformation. For some people,
it's you know, gifts, andI'm not saying you've got to give things
away, but you can do tinylittle things in your business to make the
client feel like they actually got somethingfrom you, whether it's a nail file
(29:38):
or lip bomb, or a minihandstream or a packet of bath salts.
Like, there's so many small thingsthat we can do to leave a memorable
impact on the client after they've leftyour spa right right, So, yes,
it does start with emotions. Always, It always starts with the emotionals,
because if the client is not emconnected to the conversation and what you're
(30:02):
doing, because they're not comfortable becausethey feel anxiety, or they feel uncomfortable
because you haven't made them feel welcomefully, or maybe they're like, oh
my god, she didn't tell mewhat to do. Like that's the other
thing I find so many aestheticians,sadly, even a Sari stapers, they
don't tell you what to do.If you walk into a room and there's
a bed setup and you've never beenin to see them or see anybody who
(30:22):
to have this treatment before. Howabout if you ask the client that have
you ever had this type of experiencebefore? And just so that you know
when you come into the treatment roo, I'm going to walk you in.
This is the bathroom I want youto put on, and this is how
you put it on. And Iknow that sounds super elementary, but I've
walked in back into my studio andthe client is laying on the bed with
(30:45):
the wrap around her neck versus aroundher armpits underneath her armpits, and she
I was so embarrassed because this isvery very early in my career, because
again, nobody had taught me this. I started thinking, oh my god,
Like I was embarrassed for her,but I was embarrassed for myself because
I didn't I didn't know at thatpoint in my career that I should have
(31:06):
sent that to the client. Soeven saving the client embarrassment of making such
an error. I mean, wegiggled about it, but I mean there
was a there were moments of mefeeling uncomfortable because I didn't do what I
was supposed to do as a professionalto guide them through the process, right,
And that's something else that we haveto do, and that is all
(31:30):
part of the Purple Carpet experience isreally allowing the client to feel confident at
every level of the stage of thetreatment protocol, you know, and that
all makes really good sense. Yeah, Yeah, because if you're not feeling
comfortable, how do you expect theperson you're serving. Our energy is literally
(32:00):
we're giving that energy. When wemake contact with the client and we touch
them, we are transferring our energyto them. So if you are stressed,
if you are angry, if youare upset, if you are tired,
you're transferring that energy to them.Yeah. I'm a big believer of
(32:20):
crystals and clearing your treatment room afterevery client, and that's something that I
do, all right. I mean, I'm not saying you have to sage
your room, but I'm very intentional. If you do have like fresh area
of a window, or have youhave like a fan of some sorts.
Just blowing air through the treatment roomand like really just clearing the space with
(32:42):
crystals is a great way just toshift the energy. Because maybe the client
is coming in to see you andshe's super stressed out. The last thing
she needs is for you to bestressed out. She's there to unload what
she's feeling, so that when sheleaves, she's leaving all this negative,
negative or heavy energy in your spacebecause she was there to relax. And
(33:02):
so we really do need to makesure that we are clearing our treatment rooms
properly and therefore allow not allowing thenext client to feel any of that energy.
Yeah, that makes that again,makes sense. Yeah, you want
to at least blow the energy thatall the other previous energy away and refresh
(33:27):
it exactly, Yeah, exactly,so it feels optimum and a healthy,
happy environment for the clients to walkinto, right, Yeah, because you're
a strong believer in it. We'reall energetic beings, yeap. And the
power of touch is one of themost powerful you know, too many emotions
and physical things that we can dofor our clients, and therefore we do
(33:52):
need to be very very conscientious aboutour own thoughts when we are going into
a treatment room. Yeah, yeah, for sure, mm hmm yeah,
because I remember your your treatment room. It's still it's still you know,
it's been a while, but it'sstill buzzes in my head. It's like,
(34:13):
oh yeah, I remember that.And then I've gone to other places
and I'm like, this wasn't itseems no. A lot of time.
I think a lot of times peoplewant to make their space look clinical,
and I provide clinical treatments with results, but at the end of the day,
it's still an experience for the client, right, Like, how are
(34:35):
you making amazing for the client?Like I have like purple fluffy blankets,
I have, you know, Ihave I have the carpet on the floor
underneath my treatment bed. I haveyou know, like warm lighting. I
have this beautiful crystal chandelier that sitsabove my treatment bed that when a client
is laying there, that's what they'relooking at. Right, So it's people
(34:57):
are also very tactile, again usingthe emotion, but using the senses.
How are you using all the sensesin your that we that we have as
humans? Right, there's five senses. How are you using all of those
in your spa. Yeah, toagain amplify the whole purple carpet experience for
the client. Yeah, yeah,I like to. I like the purple
(35:21):
carpet because the the purple carpet,the regalness stays, the starfacker flashes out
absolutely well, because purple, youknow, represents royalty, but it also
represents loyalty. Right, It's avery deep spiritual color as well. So
I think I'm using the purple.I've always had purple in my business and
(35:44):
I've continued it into my coaching practicebecause it's my signature color. You're sitting
in a purple chair, I'm singGod, not my husband. For Chris
maybe for those of you who arelistening to the audio only version of this
(36:05):
podcast. Right, it's a Tizzyis sitting in a purple chair, and
she's got a purple pillow and heruh leopard print. Uh is it dressed
for a top? It's a top. It's a top has a lavender and
purple flecked through it. Yep.And then my hand purple and your glasses
(36:32):
and everything, and you have awonderful shade of lavender lip gloss. I
do. Yes, Purple is definitelymy color in fact, I've had three
people in the last couple of weekssend me a link. There is a
store in Seattle called the Purple Store. And I've been to Seattle so many
(36:53):
times i didn't even know there wasa purple store there. So I'm gonna
have to My husband and I talkedabout them, We're gonna have to get
down there one of these kends andjust go and explore the Purple Store.
It would be super clothing and everything. Everything everything in there is purple.
It's quite wild. So when oneof your students learns and actually puts your
(37:20):
your purple experience into action, whatshould the client on the other end feel
or what are they going to walkaway with. Sometimes I've had people say
to me, I can't put myfinger on it, but that was the
best experence I've ever had, AndI think it leaves the client feeling so
(37:42):
relaxed. I think it increases thetrust level. It increases the chance of
the client rebooking, because you setsuch an incredible tone as a professional that
you want the client to come back. You're creating an inviting environment for them,
(38:04):
and so I think that all ofthose things when a client is a
great experience. You know, they'requite likely to write an incredible review for
you. They're going to tell theirfriends about you. They're going to share
about their experience verbally with their innercircle. They're going to be like,
oh my god, my skin looksfantastic. I mean it could. I
mean, I'm saying skin because that'swhat I do, but it could be
(38:27):
like, oh my god, myeyebrows look fabulous, my hair looks amazing.
You know, your nails look great. There's no matter what area of
the industry you provide a service in, you can leave the client feeling so
incredible. I've had people say tome to zem, i feel like you've
got two sets of hands. WhenI'm misogic, I've had people say to
me, it feels like you've gottwo sets of hands. But people have
(38:47):
also said your energy, your handsare so warm. But that was the
best experience that I've ever had.I mean, I have clients that are
most of my clients are very affluent, and you know, they travel a
lot, and they said, youknow, we travel all over the world,
but I'm always thrilled to come backhere. Even though they had beautiful,
you know, chandeliers and big bigspaces. Your space is cozy,
(39:10):
but it is I feel like I'mthe only person that exists when I'm here,
and that's how we want the clientsto feel. We never want a
client to feel rushed. We neverwant to have them feel pressured, you
know, Like it's not about that, right, Like, yes, as
a business owner, really the bestway to grow your business is to add
(39:30):
retail sales. And you and I'vetalked about this even in previous conversations.
Retail sales is the foundation to yourbusiness, right, but there is a
methodology in how you do it,and it never needs to happen at the
front desk at the end of atreatment because you've already lost them at that
point. So that's what I teachpeople in my coaching practice in various levels.
(39:51):
So I have a small group coachingprogram which is very intimate. So
the girls that are in the groupare getting a lot of my attention.
You know, we have a privateFacebook group. They get you know,
done for them, seasonal monthly marketingcontent. Email marketing is already done for
them, so they just have tocut and paste and edit, you know,
(40:13):
maybe add whatever. So for example, this month is the month of
May is melanoma month, right,and so it's really important to be talking
about the protection of your skin usingSPF, the different types of SPF,
you know, is there really adifference. So I write a lot of
articles that the girls can use intheir marketing and then they just have to
talk about their products and you know, they can add that in and just
say, you know, we atx y Z SPA have you know,
(40:37):
a variety of different options for whatyou need. And so a lot of
that marketing stuff is where a lotof seditions struggle. So I do all
of that for them. So whenyou join my small group coaching program,
you can access all of that content. Plus we get to do this like
what we're doing right now. Wedo twice a month. I do at
least sixty to ninety minutes each timethe girls will come on. We get
(40:58):
to you know, do a coach, actual life coaching session and then everything
is recorded. So yeah, sothat's my main program and I'm super excited.
I'm I'm just embarking on a newjourney personally. I've been published in
seven books and now I am embarkingthank you, yes, And now I'm
embarking on creating my own book project. So I'm working on a book project
(41:20):
right now, and it's actually thefirst of its kind. I'm creating a
spa anthology. So if you area spa or beauty professional anywhere in North
America or even globally, you can'tparticipate in this book. And it's a
really it's a it's going to besuch a fun process. I'm so excited
about it. And yeah, hopefullythe book will be up by the end
(41:40):
of the year. So yeah,very excited. Is there a link that
I should be sharing with people?I can? Yeah, I can send
you. I can maybe I canforward you a link to We actually have
a Facebook pop up group that I'vecreated for that, or they can send
me a private message on on onon Facebook for sure, or even Instagram.
(42:01):
Either way, it doesn't matter.But yeah, I'm happy to do
that. So we have a wehave a group right now, so those
that are interested in in participating cancertainly come in and check out the information
about the book. And then justby the end of this month that she's
going to be starting to scale peopleout. That are those those that are
interested and have signed up will stayand then we'll work through all the different
(42:22):
things. Between now and probably endof September, everything will be due for
submission before it goes for the lastproofing. So yeah, it's a it's
a long process for sure, butit's a very exciting process. Absolutely.
Yeah awesome. So yeah, youyou it. I'm going to make a
(42:44):
comparison here. You're not actually franchisingyourself. You're doing one better is you're
allowing people to see behind the scenesof how you're your process works, you're
and you're allowing them to have accessto it with all the pre printed or
(43:05):
pre done yeah stuff, the sameas they would to franchise. But I
bit you the fees are a lotless than actually bad, a lot less,
absolutely for sure. And I loveit because I really want to work
with a very select group of estheticians. I don't want to have a group
of you know, fifty or onehundred estheticians or more. My group is
(43:27):
very small, right, and sothere really is a lot of you know,
time for you guys to have accessto me. And that's really my
that's that's that's that's something I'm passionateabout, is helping the people that really
want to work with me. Andyeah, you can buy my you know
my content. Of course, youcan buy my tools. I've got lots
of downloads. I've got all kindsof master classes that I've done over the
(43:49):
years, and so you can accessall of that stuff through my digital platform,
which I will also send you alink for if anybody's interested in that.
But yeah, it's the coaching program, right, That's that's my real
passion. And then currently, ofcourse, the book project is actually that's
been a probably ten plus year dreamthat I've had to come together, and
(44:10):
I'm so thrilled to finally be doingit. It's we started it pre see
pre covid, and then we hadto kibast everything because everything came to a
full stop. And so it's takenme a few years to find the energy
because it's a long term project.It's going to take most of this year
to put it together, right,and so but this year just felt like
the right year to do it,and I'm so thrilled to be doing it.
(44:34):
We've already the book is starting tofill up already. We've got quite
a few aestheticians that have already committedand have joined. And it's so exciting
to see because it's such a diversityso many people. You know, I'm
based in Canada like you are,Michael, but most of my coaching clients
are actually in the US, andI've got clients that are in Europe and
in the Caribbean, and so it's, you know, the power of the
(44:57):
Internet, the power of you know, social media. You know, you
can grow a business today, especiallyat the level that you and I work
at, that we can grow aglobal against right. And that's the thing,
Like, you know, the reasonI'm doing the book. I I
A lot of people say, well, why why do you want to do
the book? You've already been published. But for me, it's my passion
in doing this project is to helphighlight all these amazing estheticians and what they're
(45:19):
doing. Right. Sometimes you're ina really big city and you're a small
esthetician and you just get lost inthe shuffle, or you're in a small
town and nobody would even has evenheard of that little town. And so
for me, participating in this bookis a great way to showcase who you
are and showcase each one of theseamazing aestheticians at a global level. So
I'm really really excited about it.It will be a printed book available on
(45:42):
Amazon, and so you know that'sthat's pretty big, Like that's the third
largest you know, search portal inthe world is Amazon. So I am
super, super thrilled and very honoredto be working with these amazing women.
And I say women because right nowthere's only women in the book. You
know, there's there's a handful ofless editions that are in my industry,
but they haven't quite committed yet.So right now I have all the women
(46:04):
that are in there, and I'msuper honored to be working with them.
But yeah, the book is thebook is open and available, and you're
very welcome. Anybody who might behearing this, even up to like July,
you can certainly, you know,join the book at that point,
even at that point. So yeah, I'm I'm just thrilled. I'm so
excited to be doing this. Soyeah, it's a real it's a real
threat. It sounds really exciting,and there's going to be links to all
(46:28):
this in the liner notes, especiallyback to your coaching system. That's probably
the best way to actually figure allthis out with you is to go through
your coaching system. So yeah,well we'll make sure we put the links
to your coaching system in place.Awesome. And for everybody who's in the
(46:49):
spot industry and you're listening to thistoday, it's like you really do need
to make sure you've worked with herbecause to seem she she just has magic
in her energy and she can actuallyhelp you develop your magic so that you
put that that type of energy,it becomes yours. That purple carpet becomes
(47:13):
your purple carpet, not just toZeem's purple carpet. So thanks for joining
us to Zeem. Yeah, thankyou for having me. It's great to
see you. Thanks for connecting.And yeah, and thank you everybody for
listening. And if you're a spotowner, click on the on the links
(47:35):
in the liner notes and work withthe Zeem and watch your business just explode
with wonderful customers. Help up.So I don't know, so I wish
(48:15):
your gon action. So funny thatsay this, he says, I reason
to shuit be ba cho us.We can't t wait. So wa yes,
(49:25):
she go took she I know chostreams. The show has been produced
(50:37):
by Depictions Media. Please contact usat depictions dot Media for more information.
Thank you for listening to De PicturesMedia Radio. You rat you readything to
(00:31):
me? Oh well, jus wellnot a bad stop alone I just see
(01:14):
sow supomasson stop alone? Is ittests? Welcome back, everybody. I
(01:38):
want to introduce a friend of mineto Zeene Jamal, and let's read a
little bit about what she has saidabout herself. I have been a SPA
pro for over thirty years. Iam a masterisician and award winning SPA biz
coach. I started my own SPAbiz at the age of twenty one,
(02:04):
is still and still operate my ownspot part time. I am an accomplished
seven time book published author. Iam regularly invited to write articles for the
spot industry magazines. My passion ishelping spot owners achieve more money for every
(02:30):
hour that they work. During COVID, I was given an award for the
work I did to support the industryand have been featured in a variety of
podcasts and of course she's on thispodcast now, including skin inc Associated skincare
(02:55):
professionals and I have been an ambassadorfor ted X and her city of Port
Moody for three years and an influencerwith the ACE ASCP. Currently she Currently
(03:19):
Tzim is working on her own publish, publishing her own book, a SPA
anthology featuring assicians and SPA professionals aroundthe globe, and the hope that she
can actually touch other people's lives andhelp improve their SPA owning experience. So
(03:47):
when we welcome to Zeem to theshow and let's hear more about her story,
(04:25):
Welcome to the show. To Zeem. You've been in the spot industry
for like, I don't know,forever, almost forty years. It's the
only career that I've ever had.Yeah, and I do want to say
this because I have received some spottreatments from you personally that I don't know
(04:49):
too many people who are better atit than you. They have actually they
have actually touched me. So Igot the crazy nervous system thing going on.
So you toucht me the wrong thingand it's and you were always very
gentle and I say, just awarm energy. So that's so for anybody
(05:15):
listening who's looked. They lives inthe Lower Mainland, Lower Mainland of British
Columbia. Pert Moody look for tZine Jamal and I don't remember the name
of your spa though I'm sorry,that's okay. It's called Skindultance Spot.
Yeah, it's a very very it'sa tiny little boutique skin studio now that
(05:38):
I work very, very part timeat. But it's I'm super passionate about,
you know, that side of thebusiness, and so I keep my
finger in the pie even almost ofthe time. Now I'm spending my time
coaching other SPA owners to build theirbusiness strong like I've had the great fortune
to be able to build beautifully.So yeah, it's it's it's awesome.
I love what I do and Ilove the client interaction. I love the
(06:01):
communication, the conversations, the resultsso I can give my clients. But
really it's you know, our industryis so much about relationship building, and
when you can build a great relationshipand you can be mindful of a client's
needs no matter what they are,and cater to them to the best of
the best of your ability, Ithink it creates beautiful environment for your clients
(06:23):
to feel so welcomed and feel atease because it's not I mean, it's
never easy to come in and youknow, maybe you're having having a manicure,
pedicure or haircut is different. Butwhen you're you know, basically lying
on the bed and having a treatment, whether it's a waxing or a facial,
you know that there is a levelof intimacy that you really have to
be a total professional when you aredealing with your clients, male or female.
(06:46):
Right, So, yeah, it'sit's an amazing industry. I love
it and I'm super passionate about It'sthe only thing I've ever done. And
now I'm basically taking my forty yearsof experience and teaching others and supporting and
coaching others from what I've learned,and you know, a lot of great
success, but I've also had,you know, downfalls. I've also made
mistakes, and so to be ableto teach other people to avoid some of
(07:10):
those eras is a really great thing. Right. So yeah, thank you
for having me miked. I'm reallyhappy to be here. So let's roll
the clock back. I think it'sthirty eight years yep, is that right?
So how did you ask you exactly? How did you get started?
Well, you know, it startedlike way further back than that. My
mom's sister, who was actually oneof my favorite aunts. She was like
(07:31):
a second mom. To me.She always used to say to me.
She lived in Belgium when I livedin the UK, and we would go
and visit her, and I wouldshe'd often have headaches, and so I
get her to sit down on achair and put her head on a pillow
and I would massage her shoulders.And she said to me one day,
she said, you know what,honey, you have such magic energy in
your hands. I would love tosee you do something with that when you
(07:55):
grow up. And this I wasvery young. I was maybe seven or
eight, like very young, andso is something that really stuck in my
head. And I really was like, wow, okay, that was pretty
incredible. And you know, she'sno longer with us. She was an
amazing influence in my life, asI've been my parents. But I started
going as she started in the fashionworld, and I actually did fashion design,
(08:16):
which I liked but didn't feel likeit was my calling. And then
I progressed from there to do makeupartistry, and then from makeup artistry I
ended up doing aesthetics, and estheticsis where I stuck and I absolutely loved
it. You know, I've doneextensive training in all areas of the industry,
but it has been my passion toreally focus on skincare, natural non
(08:39):
invasive skincare treatment. So that's reallywhat I provide. And even when I
had my business, I often wouldget phone calls from other spot owners around
the city that would say, youknow, I've heard about you. I
hear about the success that you've had. I'm wondering if you can help me.
And so I've been kind of coachingon and off for probably fifteen or
eighteen years, but ten years agois when I decided it was time for
(09:03):
me to share my passion and myknowledge with SPA owners in an official capacity.
And so that's when I formed mybusiness and started doing workshops and trainings
and then created a couple of differentmemberships for SPA owners. And my primary
client is very definitely a higher levelsolo practitioner or an esthetician that maybe has
(09:28):
you know, three or four estheticiansworking for her or for them, and
so that's my audience, that's theclient that I cater to. I have
been approached by larger spas to workwith them, like you know what I
would call corporate spas, but that'sreally not my passion, Like I think,
for me it's about helping the smallesthetician to grow their business, and
(09:48):
there's so many great ways that theycan do that. So being able to
have access to somebody like myself who'sbeen there, done that, right.
I started out solo, took ona staff member, rotated into building a
physical bricks and mortar business for thesecond time, had nine estheticians on board
at one point in my career,and then I went backwards, you know,
(10:11):
basically downsized everything and when a soloagain. So I've kind of done
the whole circle. So I reallydo understand probably any level that any esthetician
is at in their career, whateverstress and challenges, I've quite likely probably
experienced them as well. So yeah, it's a really cool place to be
and I'm really passionate about helping SPALLowners. And my area of expertise for
(10:35):
sure is retail sales, profitability,and creative outside the box what I call
purple carpet marketing, so really helpingthem elevate their brand by using you know,
quality care for their clients. Ihave a philosophy called purple Carpet Experience
that is really about helping you buildthe relationship, because again, relationship is
(10:58):
the new currency right today. Soyeah, yeah, definitely, definitely.
It is about building relationships in anybusiness, right absolutely. I think when
you have the privilege to make physicaltouch contact with a client, you know,
that privilege I think is even moreof a responsibility for us to make
sure that we are honoring that relationshipeven even deeper, you know, for
(11:20):
the client. Right, So agreed, And I have to say that you
do a pretty good job of that. Yeah. It's really being aware.
It's being aware of who you are, you know, what we look like,
how people perceive us, but alsothen what we're doing in turn to
allow the client to feel relaxed andfeel welcomed in the space. Right.
(11:43):
So yeah mm yeah. In havinghaving been on should we say better table,
I don't treatment, I comment thetreatment, okab treatment, having been
there and because on on the onthe client and you're you're kind of vulnerable,
(12:09):
right and that's exactly right. Yeah, yeah, And to have somebody
with with with that, with thatthat kind energy, uh, come and
touch you. And because I don't, I don't. There's there's some people
(12:30):
out there they always want to flipthings around on you. But but there
is a lot of touch. Thewhole the whole process is you're touching uh,
just about every inch of their face, their necks, their shoulders,
their hands even sometimes right So,yeah, absolutely, like you have to
be you have to be such aprofessional, but you have to be so
in tune with your own energy aswell as theirs, right. I mean
(12:54):
I always tell my esthetician, youknow, clients that you know, when
you walk into make sure that youare not thinking about the last client.
You're not thinking about what was goingon at home. You have to let
that go at the door, becauseyou've got to give you one hundred and
ten percent undebedded attention to the clientand what they're needing right now. Right
so, right now, they arethey are the only thing you need to
(13:15):
focus on when there, when they'rein your treatment room. For sure,
that's a good thing to teach people, you know, I do, That's
definitely one of the things I talkabout a lot is that they are they
are they are, they are thenumber one thing that you should be focusing
on in that moment, and theydeserve that. They deserve one hundred percent
of your attention in that moment,right So for sure. So with with
(13:43):
that being so, you you youtalked about retail and skincare. I want
about dive into skincare a little bitbecause you've always had the clearest skin I've
ever seen. Now go talk here, no failure is here. It's like,
(14:03):
so what does your h what doesyour skincare regimen actually look like?
And how do you decide how tobuild one for someone else? So I
think you know, you do needto like if we're going backwards, like
I obviously carry a skincare line,I'm not necessarily going to talk about that,
(14:24):
but the most important thing as anaesthetician, if you're looking to build
a skincare practice, you know,I think you need to decide who you
want to cater to, right becausethere are many lines that have areas of
specialty. Now, the line Icarry is pretty extensive if they have something
for almost every skin type, buttheir major focus is you know, preventative
(14:48):
and anti aging skincare. That iswhat they are known for. And so
it's so important to know who youare catering to. If you're in a
university town, you can't be youknow, bringing in a high end,
you know, anti aging skincare linebecause your clients that are walking through the
door quite likely to be teenagers orin their early twenties probably dealing with acne
right or breakout, and so youknow, focusing on that is a really
(15:11):
big part of your business, knowingwho you cater to or who you want
to cater to, right, Butthe location you choose is also going to
quite likely determine who you cater tobecause the community you are based in and
who is surrounded in your community iswho you're you're quite likely going to come
through your doors, and so makingsure that you've got that. But coming
(15:33):
back to my own skincare routine,I am I've been you know. Yes,
I'm a little bit obsessive. I'mone of those crazy estheticians. I
need a suitcase just for my skincareproduct. When I'm traveling. My husband's
like, do I I dare you? We're going away to next month And
my husband's like, we're gone forfour days? Can I dare you can
get on on the plane with acarry on luggage? And I'm like yeah,
(15:56):
I think, because okay, let'ssee how you fail. Right,
So, because skin care is Iwould rather not have one extra pair of
shoes or even extra clothing. Butfor me, my skincare is everything.
Now I am a shoe girl,Let's not. I won't know. I'm
like, all right now, oneextra pair of shoes so you can have
(16:19):
another part of your Skincare's saying somethingbecause I know how you are about shoes,
because I am. I'm obsessed withshoes as well. A Melda Marco's
here for sure, and I havelike probably close to one hundred pairs of
shoes. But for me, myskincare is everything, right SPF, you
know, and like I were attendedSPF every single day, you know.
It cleansed my face twice a day. I use a serum, two different
(16:41):
serums, one in the morning,one at night. I cream miss offt
my face like a double cleansed.So you know, for me, like
my skin care is a huge partof my self care, my self love,
and it's my time, whether it'sfive or ten minutes, twice a
day, I do really nor tomy skin. I exfoliate my skin at
least once or twice a week.I use a mask once or twice a
(17:03):
week, you know. And Ido appeal like at least once a month,
if not more often than that,depending on the time of year that
it is. So you know,I'm one of those crazy yes days that
really does practice what they preach.And when you say to me, you
know, how how do you determineor create a program for a client,
It really starts with the consultation.When you are doing a great consultation,
(17:26):
you can really understand where the client'sneeds are as well, because sometimes people
they don't know any different. They'llgo to a drug store, they go
to a department store, maybe theyeven go to another repetition. And people
have said to me, gosh,you know, I've been to spas and
no one's ever asked me these kindsof questions. So I have a very
customized consultation form that I've created andlike tweaked over the years, and it's
(17:48):
if someone's asking, I've had peoplesaying, oh, you know, can
I have access to that? Yesyou can. I have a whole digital
platform where you can purchase a lotof a lot of my tools right and
my consultation sheet. I call itmy Magic consultation Sheet because there are some
seriously magical questions on there that getsthe clients to say, oh my god,
yes I want to hear more aboutwhat you what you have to offer.
So understanding the client's needs is socrucial and asking the right questions so
(18:12):
that you can get the right answers, but visually right doing a consultation,
when you see the client and you'relooking at their skin properly, you can
get a very strong gauge on what'sgoing on with them, and then in
turn asking them the questions and thenallowing yourself to, you know, offer
your professional expertise on what you thinkis best for their skin and what their
(18:33):
best protocols are for even a treatmentwhen they come to see you in this
ball, So does that answer allyour questions? Actually? That that and
it leads into because we want totalk about about your coaching program, because
hey, you're anybody who actually knowsyou, anybody who goes to go to
(18:55):
your website or anything that you're aboutis going to discover right away that you
are about great skincare and you're abouthaving the right energy around people so that
they feel comfortable. They were goingto find that out right away. But
there's some other stuff that and youstarted talking about because I wanted to get
deeper into you know what, whatare some of the steps that you teach
(19:21):
other spot owners and you started offwith this consultation. It's like, how
do you teach teach a new anesthetician to or a new spot owner to
do a really good consultation, becauselet me tell you, there's some out
there that they think they're asking deepquestions, but they it's like by the
(19:41):
time we get home, it's like, oh my god, that just burnt
my skin, and it is.I mean, you know, I always
say I remember one time I hada client who came into the spa and
it was the middle of summer,and she wanted to have appeal and she
said to me, I want tobook it. And I looked at her
and I said, I can't andall good faith as a professional, do
(20:02):
this treatment for you. And shewas really annoyed, like she was just
like, what do you mean youcan't do it for me? And I
said, I can't remember her name, but let's just say Leanne was her
name. I said, you know, I can't do it for you because
I would not be doing you agood service by allowing you to treat this
treatment today because it's not the righttime of the year. It's boiling hot
(20:23):
outside, the sun is beaming down. You've never been in to seeing me
before and you want to have apeal. No, I can't do that,
And the reason for that is becauseI need to prep your skin first.
You know, if you're using soapand water or you know, off
the shelf products, they are notpH balanced to give you the results that
(20:45):
you want that you think you're goingto get from something like doing appeal.
So I always have to back itup. And that day she left and
she was annoyed, but I haveto tell you. She called me back
about two weeks later and she saidto me, you know, I have
a lot of respect for you fornot doing the treatment for me, because
I realized pretty quick after I left, even though I was annoyed, that
you really did care about me,even though you didn't know me and you
(21:08):
didn't want my money. And Isaid, no, I'm not in it
for a short term gain. Andthat's a piece of advice I would give
to anybody listening to this. Nomatter what area of this industry you work
in, don't be in it forthe short term game. You're almost better
off saying no to the client andgiving you legitimate reasons why, because you
will. She came back. Shecame back a couple months later and she
(21:30):
booked a treatment with us, andso we were able to help her create
the results she wanted versus me doinga one off treatment for her having never
prepped her skin, not knowing whatshe's using. But asking those questions is
so critical for your success and fortheirs. But it protects you as a
professional, and it protects your reputationwhen you do ask those questions. And
(21:53):
so I know a lot of skincarelines, including the one that I carry,
has their own consultation for or sheets. But I say to anybody who's
listening to this, I will tellyou, hands down, I have seen
so many different consultation sheets, butthe questions that are on this one page
consultation sheet that I've created is sopowerful. Not only would it allow you
(22:18):
to create a space as the professionalto talk about home care products for your
clients, but it will allow theclients to feel really confident in who you
are as a professional. And soit's very very simple. I will say
to people, just use whatever otherconsultations sheets that you may already have,
(22:40):
use this as a supplemental consultation sheet. And it's only one page. I've
seen like four and five page consoletsheets that are so overwhelming the client is
like, oh my god, Soif you use this one sheet and that's
pretty much all I use. Idon't even use the one that my skincare
line carries. I used to useit, but now I just use one
(23:00):
I got And I feel like Inever there's not a hole or a gap
in anything that I'm asking the questionsfor my clients because I get the results
every single time. People come thefirst time and they're like, Wow,
my skin has never felt this amazingafter a single treatment. So it really
is about getting to know your clients, but sometimes asking the hard questions,
(23:22):
right, like what are they usingat home? Like that's something I've been
into spas and people haven't asked methat. They're like Jesus, the moisturizer,
yes, I do. Well,now how about if you take it
to the next level and say whatkind of moistrozer, what skin came brand
are you using? Okay, Sothat leads me to another question, because
(23:42):
where do you use the which moisturizeror where do you use it? Right,
because like personally it's like from thechin up. I'd even I say
from the deck called take oh Okay, you're you're you're kind of getting from
(24:08):
from this up. I don't useany kind of chemical product, just water,
maybe occasional sea salt or Himalayan saltto exfoliate, but because because I
do have the shave, there's anexfoliation level right there, Yeah, exactly.
(24:29):
Yeah, And I don't use alot of moist striders because next thing
I know, I wake up thenext morning and I got like welps all
over my face. Right yeah,yeah, I do kind of live by
my face. Of course you do, but I think it again, it
depends, And this is where youneed to have this conversation with client,
(24:52):
right, you need to know whattheir concerns are, what kinds of reactions
have they had, Have they hadtreatments in other spas, and if so,
what kind of experience was it forthem? So again that all you
know comes back to the consultation.You start with that, right, and
when you can find out again,you know, you as a professional are
going to recommend products obviously, butsometimes you've got to work with the clients.
(25:15):
Someone's like, you know what I'mI don't want to use, you
know, a foamy cleanser. Asan example, I want a creamy cleanser.
Well it's not the right thing forher skin or for their skin.
But you've got to work with them. You either have to teach them why
they need to do it differently.But even then sometimes we're not going to
win, right, So you've gotto work with the client and you need
to slowly introduce products to them.Right. I had clients that have said
(25:38):
I don't think I want to doanything today, and I'm like, Okay,
that's that's fine. I respect that. However, this is if you
were going to take one or twothings, this is what I would recommend.
And then people are like, okay, but like tell me why.
So you know, sometimes it's it'swe're not in the game of convincing.
I will say that right off thebat. We're not in the game of
convincing. We are only here toprovide the best opportunity for our clients to
(26:00):
get results at home. Yeah,selling isn't convincing people. Selling is offering
them the opportunity and make the decisionto say yes or no. Yeah,
absolutely, absolutely so. Yeah,it really is important to be mindful of
(26:21):
how we sell. And I havea tip for those that are here.
If you ever feel like, ohmy god, selling is a four letter
word, which I actually have aprogram it's called sell is not a four
letter word. People feel very mucha personal rejection when a client says no.
And I want you to remember theacronym q tip as in what we
(26:45):
used to clean our ears. Quittaking it personally. That's what q tip
stands for. They're not saying noto you. If you go into a
restaurant and the waitress says, oh, we have this on special and I
don't buy it or I choose notto order that, she's not going to
be dead stated. She's not goingto be offended by my choices. So
we too have to not be offendedby the client's choices. If they say
(27:07):
no, we have to respect that. If they say yes, then excellent,
right. But we're there just tooffer our recommendations as professionals and really
help the clients decide that that maybeisn't the best choice. This might be
a better choice. Yeah, that'sall right. So you're also teaching people
to teaching your students to build abetter customer experience. Definitely. I developed
(27:37):
a philosophy. I guess it's likea framework called the Purple carpet experience.
Now, we're all very familiar withthe red carpet experience, right, and
red carpet is fabulous, but youknow, I mean, for me,
the red carpet is what I callflash in the pan experience. Right.
It's usually like people will say,I had by fifteen minutes of fame,
right, Like, when you thinkof carpet, you think, oh my
(28:00):
gosh, e this was amazing,but it's very often not long lasting.
For me, the purple carpet experienceis about connecting with the other human that
you're standing in front of at abelly to belly level, because when we
connect as humans, there is adeeper connection that is made versus being on
a stage, you know, beinglike maybe you see a celebrity, it's
(28:22):
a whole other experience. I wantto see the client again. So the
purple carpet experience is about building thefoundation of a strong relationship and building a
KLT factor, which is the nolike and trust factor. So that really
is what all encompassing the purple carpetexperience is all about. Is about creating
a wow experience for the clients thatleaves them feeling holy moly. That was
(28:48):
like the best treatment I've ever had, and at that point, price becomes
irrelevant because they've had such a greatexperience. With that being said, you
aren't you kind of starting with anemotional level one hundred percent? So I
wrote an article last year for anindustry magazine called using the five Love Languages
(29:15):
in your spa business, And wereally need to tap into those things because
some people are very much driven bywords of reformation. For some people,
it's you know, gifts, andI'm not saying you've got to give things
away, but you can do tinylittle things in your business to make the
client feel like they actually got somethingfrom you, whether it's a nail file
(29:38):
or lip bomb, or a minihandstream or a packet of bath salts.
Like, there's so many small thingsthat we can do to leave a memorable
impact on the client after they've leftyour spa right right, So, yes,
it does start with emotions. Always, It always starts with the emotionals,
because if the client is not emconnected to the conversation and what you're
(30:02):
doing, because they're not comfortable becausethey feel anxiety, or they feel uncomfortable
because you haven't made them feel welcomefully, or maybe they're like, oh
my god, she didn't tell mewhat to do. Like that's the other
thing I find so many aestheticians,sadly, even a Sari stapers, they
don't tell you what to do.If you walk into a room and there's
a bed setup and you've never beenin to see them or see anybody who
(30:22):
to have this treatment before. Howabout if you ask the client that have
you ever had this type of experiencebefore? And just so that you know
when you come into the treatment roo, I'm going to walk you in.
This is the bathroom I want youto put on, and this is how
you put it on. And Iknow that sounds super elementary, but I've
walked in back into my studio andthe client is laying on the bed with
(30:45):
the wrap around her neck versus aroundher armpits underneath her armpits, and she
I was so embarrassed because this isvery very early in my career, because
again, nobody had taught me this. I started thinking, oh my god,
Like I was embarrassed for her,but I was embarrassed for myself because
I didn't I didn't know at thatpoint in my career that I should have
(31:06):
sent that to the client. Soeven saving the client embarrassment of making such
an error. I mean, wegiggled about it, but I mean there
was a there were moments of mefeeling uncomfortable because I didn't do what I
was supposed to do as a professionalto guide them through the process, right,
And that's something else that we haveto do, and that is all
(31:30):
part of the Purple Carpet experience isreally allowing the client to feel confident at
every level of the stage of thetreatment protocol, you know, and that
all makes really good sense. Yeah, Yeah, because if you're not feeling
comfortable, how do you expect theperson you're serving. Our energy is literally
(32:00):
we're giving that energy. When wemake contact with the client and we touch
them, we are transferring our energyto them. So if you are stressed,
if you are angry, if youare upset, if you are tired,
you're transferring that energy to them.Yeah. I'm a big believer of
(32:20):
crystals and clearing your treatment room afterevery client, and that's something that I
do, all right. I mean, I'm not saying you have to sage
your room, but I'm very intentional. If you do have like fresh area
of a window, or have youhave like a fan of some sorts.
Just blowing air through the treatment roomand like really just clearing the space with
(32:42):
crystals is a great way just toshift the energy. Because maybe the client
is coming in to see you andshe's super stressed out. The last thing
she needs is for you to bestressed out. She's there to unload what
she's feeling, so that when sheleaves, she's leaving all this negative,
negative or heavy energy in your spacebecause she was there to relax. And
(33:02):
so we really do need to makesure that we are clearing our treatment rooms
properly and therefore allow not allowing thenext client to feel any of that energy.
Yeah, that makes that again,makes sense. Yeah, you want
to at least blow the energy thatall the other previous energy away and refresh
(33:27):
it exactly, Yeah, exactly,so it feels optimum and a healthy,
happy environment for the clients to walkinto, right, Yeah, because you're
a strong believer in it. We'reall energetic beings, yeap. And the
power of touch is one of themost powerful you know, too many emotions
and physical things that we can dofor our clients, and therefore we do
(33:52):
need to be very very conscientious aboutour own thoughts when we are going into
a treatment room. Yeah, yeah, for sure, mm hmm yeah,
because I remember your your treatment room. It's still it's still you know,
it's been a while, but it'sstill buzzes in my head. It's like,
(34:13):
oh yeah, I remember that.And then I've gone to other places
and I'm like, this wasn't itseems no. A lot of time.
I think a lot of times peoplewant to make their space look clinical,
and I provide clinical treatments with results, but at the end of the day,
it's still an experience for the client, right, Like, how are
(34:35):
you making amazing for the client?Like I have like purple fluffy blankets,
I have, you know, Ihave I have the carpet on the floor
underneath my treatment bed. I haveyou know, like warm lighting. I
have this beautiful crystal chandelier that sitsabove my treatment bed that when a client
is laying there, that's what they'relooking at. Right, So it's people
(34:57):
are also very tactile, again usingthe emotion, but using the senses.
How are you using all the sensesin your that we that we have as
humans? Right, there's five senses. How are you using all of those
in your spa. Yeah, toagain amplify the whole purple carpet experience for
the client. Yeah, yeah,I like to. I like the purple
(35:21):
carpet because the the purple carpet,the regalness stays, the starfacker flashes out
absolutely well, because purple, youknow, represents royalty, but it also
represents loyalty. Right, It's avery deep spiritual color as well. So
I think I'm using the purple.I've always had purple in my business and
(35:44):
I've continued it into my coaching practicebecause it's my signature color. You're sitting
in a purple chair, I'm singGod, not my husband. For Chris
maybe for those of you who arelistening to the audio only version of this
(36:05):
podcast. Right, it's a Tizzyis sitting in a purple chair, and
she's got a purple pillow and heruh leopard print. Uh is it dressed
for a top? It's a top. It's a top has a lavender and
purple flecked through it. Yep.And then my hand purple and your glasses
(36:32):
and everything, and you have awonderful shade of lavender lip gloss. I
do. Yes, Purple is definitelymy color in fact, I've had three
people in the last couple of weekssend me a link. There is a
store in Seattle called the Purple Store. And I've been to Seattle so many
(36:53):
times i didn't even know there wasa purple store there. So I'm gonna
have to My husband and I talkedabout them, We're gonna have to get
down there one of these kends andjust go and explore the Purple Store.
It would be super clothing and everything. Everything everything in there is purple.
It's quite wild. So when oneof your students learns and actually puts your
(37:20):
your purple experience into action, whatshould the client on the other end feel
or what are they going to walkaway with. Sometimes I've had people say
to me, I can't put myfinger on it, but that was the
best experence I've ever had, AndI think it leaves the client feeling so
(37:42):
relaxed. I think it increases thetrust level. It increases the chance of
the client rebooking, because you setsuch an incredible tone as a professional that
you want the client to come back. You're creating an inviting environment for them,
(38:04):
and so I think that all ofthose things when a client is a
great experience. You know, they'requite likely to write an incredible review for
you. They're going to tell theirfriends about you. They're going to share
about their experience verbally with their innercircle. They're going to be like,
oh my god, my skin looksfantastic. I mean it could. I
mean, I'm saying skin because that'swhat I do, but it could be
(38:27):
like, oh my god, myeyebrows look fabulous, my hair looks amazing.
You know, your nails look great. There's no matter what area of
the industry you provide a service in, you can leave the client feeling so
incredible. I've had people say tome to zem, i feel like you've
got two sets of hands. WhenI'm misogic, I've had people say to
me, it feels like you've gottwo sets of hands. But people have
(38:47):
also said your energy, your handsare so warm. But that was the
best experience that I've ever had.I mean, I have clients that are
most of my clients are very affluent, and you know, they travel a
lot, and they said, youknow, we travel all over the world,
but I'm always thrilled to come backhere. Even though they had beautiful,
you know, chandeliers and big bigspaces. Your space is cozy,
(39:10):
but it is I feel like I'mthe only person that exists when I'm here,
and that's how we want the clientsto feel. We never want a
client to feel rushed. We neverwant to have them feel pressured, you
know, Like it's not about that, right, Like, yes, as
a business owner, really the bestway to grow your business is to add
(39:30):
retail sales. And you and I'vetalked about this even in previous conversations.
Retail sales is the foundation to yourbusiness, right, but there is a
methodology in how you do it,and it never needs to happen at the
front desk at the end of atreatment because you've already lost them at that
point. So that's what I teachpeople in my coaching practice in various levels.
(39:51):
So I have a small group coachingprogram which is very intimate. So
the girls that are in the groupare getting a lot of my attention.
You know, we have a privateFacebook group. They get you know,
done for them, seasonal monthly marketingcontent. Email marketing is already done for
them, so they just have tocut and paste and edit, you know,
(40:13):
maybe add whatever. So for example, this month is the month of
May is melanoma month, right,and so it's really important to be talking
about the protection of your skin usingSPF, the different types of SPF,
you know, is there really adifference. So I write a lot of
articles that the girls can use intheir marketing and then they just have to
talk about their products and you know, they can add that in and just
say, you know, we atx y Z SPA have you know,
(40:37):
a variety of different options for whatyou need. And so a lot of
that marketing stuff is where a lotof seditions struggle. So I do all
of that for them. So whenyou join my small group coaching program,
you can access all of that content. Plus we get to do this like
what we're doing right now. Wedo twice a month. I do at
least sixty to ninety minutes each timethe girls will come on. We get
(40:58):
to you know, do a coach, actual life coaching session and then everything
is recorded. So yeah, sothat's my main program and I'm super excited.
I'm I'm just embarking on a newjourney personally. I've been published in
seven books and now I am embarkingthank you, yes, And now I'm
embarking on creating my own book project. So I'm working on a book project
(41:20):
right now, and it's actually thefirst of its kind. I'm creating a
spa anthology. So if you area spa or beauty professional anywhere in North
America or even globally, you can'tparticipate in this book. And it's a
really it's a it's going to besuch a fun process. I'm so excited
about it. And yeah, hopefullythe book will be up by the end
(41:40):
of the year. So yeah,very excited. Is there a link that
I should be sharing with people?I can? Yeah, I can send
you. I can maybe I canforward you a link to We actually have
a Facebook pop up group that I'vecreated for that, or they can send
me a private message on on onon Facebook for sure, or even Instagram.
(42:01):
Either way, it doesn't matter.But yeah, I'm happy to do
that. So we have a wehave a group right now, so those
that are interested in in participating cancertainly come in and check out the information
about the book. And then justby the end of this month that she's
going to be starting to scale peopleout. That are those those that are
interested and have signed up will stayand then we'll work through all the different
(42:22):
things. Between now and probably endof September, everything will be due for
submission before it goes for the lastproofing. So yeah, it's a it's
a long process for sure, butit's a very exciting process. Absolutely.
Yeah awesome. So yeah, youyou it. I'm going to make a
(42:44):
comparison here. You're not actually franchisingyourself. You're doing one better is you're
allowing people to see behind the scenesof how you're your process works, you're
and you're allowing them to have accessto it with all the pre printed or
(43:05):
pre done yeah stuff, the sameas they would to franchise. But I
bit you the fees are a lotless than actually bad, a lot less,
absolutely for sure. And I loveit because I really want to work
with a very select group of estheticians. I don't want to have a group
of you know, fifty or onehundred estheticians or more. My group is
(43:27):
very small, right, and sothere really is a lot of you know,
time for you guys to have accessto me. And that's really my
that's that's that's that's something I'm passionateabout, is helping the people that really
want to work with me. Andyeah, you can buy my you know
my content. Of course, youcan buy my tools. I've got lots
of downloads. I've got all kindsof master classes that I've done over the
(43:49):
years, and so you can accessall of that stuff through my digital platform,
which I will also send you alink for if anybody's interested in that.
But yeah, it's the coaching program, right, That's that's my real
passion. And then currently, ofcourse, the book project is actually that's
been a probably ten plus year dreamthat I've had to come together, and
(44:10):
I'm so thrilled to finally be doingit. It's we started it pre see
pre covid, and then we hadto kibast everything because everything came to a
full stop. And so it's takenme a few years to find the energy
because it's a long term project.It's going to take most of this year
to put it together, right,and so but this year just felt like
the right year to do it,and I'm so thrilled to be doing it.
(44:34):
We've already the book is starting tofill up already. We've got quite
a few aestheticians that have already committedand have joined. And it's so exciting
to see because it's such a diversityso many people. You know, I'm
based in Canada like you are,Michael, but most of my coaching clients
are actually in the US, andI've got clients that are in Europe and
in the Caribbean, and so it's, you know, the power of the
(44:57):
Internet, the power of you know, social media. You know, you
can grow a business today, especiallyat the level that you and I work
at, that we can grow aglobal against right. And that's the thing,
Like, you know, the reasonI'm doing the book. I I
A lot of people say, well, why why do you want to do
the book? You've already been published. But for me, it's my passion
in doing this project is to helphighlight all these amazing estheticians and what they're
(45:19):
doing. Right. Sometimes you're ina really big city and you're a small
esthetician and you just get lost inthe shuffle, or you're in a small
town and nobody would even has evenheard of that little town. And so
for me, participating in this bookis a great way to showcase who you
are and showcase each one of theseamazing aestheticians at a global level. So
I'm really really excited about it.It will be a printed book available on
(45:42):
Amazon, and so you know that'sthat's pretty big, Like that's the third
largest you know, search portal inthe world is Amazon. So I am
super, super thrilled and very honoredto be working with these amazing women.
And I say women because right nowthere's only women in the book. You
know, there's there's a handful ofless editions that are in my industry,
but they haven't quite committed yet.So right now I have all the women
(46:04):
that are in there, and I'msuper honored to be working with them.
But yeah, the book is thebook is open and available, and you're
very welcome. Anybody who might behearing this, even up to like July,
you can certainly, you know,join the book at that point,
even at that point. So yeah, I'm I'm just thrilled. I'm so
excited to be doing this. Soyeah, it's a real it's a real
threat. It sounds really exciting,and there's going to be links to all
(46:28):
this in the liner notes, especiallyback to your coaching system. That's probably
the best way to actually figure allthis out with you is to go through
your coaching system. So yeah,well we'll make sure we put the links
to your coaching system in place.Awesome. And for everybody who's in the
(46:49):
spot industry and you're listening to thistoday, it's like you really do need
to make sure you've worked with herbecause to seem she she just has magic
in her energy and she can actuallyhelp you develop your magic so that you
put that that type of energy,it becomes yours. That purple carpet becomes
(47:13):
your purple carpet, not just toZeem's purple carpet. So thanks for joining
us to Zeem. Yeah, thankyou for having me. It's great to
see you. Thanks for connecting.And yeah, and thank you everybody for
listening. And if you're a spotowner, click on the on the links
(47:35):
in the liner notes and work withthe Zeem and watch your business just explode
with wonderful customers. Help up.So I don't know, so I wish
(48:15):
your gon action. So funny thatsay this, he says, I reason
to shuit be ba cho us.We can't t wait. So wa yes,
(49:25):
she go took she I know chostreams. The show has been produced
(50:37):
by Depictions Media. Please contact usat depictions dot Media for more information.
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Does hearing about a true crime case always leave you scouring the internet for the truth behind the story? Dive into your next mystery with Crime Junkie. Every Monday, join your host Ashley Flowers as she unravels all the details of infamous and underreported true crime cases with her best friend Brit Prawat. From cold cases to missing persons and heroes in our community who seek justice, Crime Junkie is your destination for theories and stories you won’t hear anywhere else. Whether you're a seasoned true crime enthusiast or new to the genre, you'll find yourself on the edge of your seat awaiting a new episode every Monday. If you can never get enough true crime... Congratulations, you’ve found your people. Follow to join a community of Crime Junkies! Crime Junkie is presented by audiochuck Media Company.
The Breakfast Club
The World's Most Dangerous Morning Show, The Breakfast Club, With DJ Envy, Jess Hilarious, And Charlamagne Tha God!