Matthew Gallogly explains why a named, packaged process for solving a specific problem justifies higher pricing and better results. When customers choose individual items instead, outcomes suffer. His example: Ulta Beauty shoppers guessing among products rather than following one clear path.
If you let your prospect choose the things that they want to do, they're not going to get great outcomes. So all of our clients develop a signature solution. So you want to create this so that that way you put together a package to get the best result for your prospect. You have to develop what's called a signature solution. Now you might be wondering, what in the world is that? Let me tell you a quick story. A few days ago, I'm 56 years old at the time of this recording, and I'm on every anti-aging protocol you can find, right? I take it all. I'm on hormones. I do peptides. I do it all, right? Love it. And I've decided that I want to, you know, work on some skin protocols, right? Long story short, I wound up going to Ulta Beauty, which is this massive cosmetics store chain across the street from me. And I went in there and it was full of all these different types of Face creams and things and lotions and scrubs and washes, and I didn't know what I was looking at. Hey, I'm Matthew Gallogly, and I'm a maverick. Well, what is a maverick? A maverick goes against the grain. We find our own way. And if you're sick and tired of being pushed around by the insurance companies, come join us. We'll show you the way out, and you'll love medicine again. And they tried to help me. And eventually what happened was they took me into this back corner and there were 2 shelves of men's stuff. And even that was confusing. There were all these different things of like for men. And what I wanted is I wanted something that was in a box that told me exactly what to do and how to do it, as opposed to figuring out on myself. And I would've paid way more for that box that told me how to do it, that would help me get the outcome if I were to follow it, that would help me get the outcome that I desired, more youthful looking skin. and feeling skin. Well, that wasn't the case. I had to buy a bunch of individual things and I had to guess what is right. And I'm sure that I probably didn't get the right things. Your signature solution is that box that is being sold to your prospect in the cosmetic store. If you let your prospect choose the things that they want to do, they're not going to get great outcomes. So all of our clients develop a signature solution. Our definition internally of a Signature solution is a unique process that takes the prospect on a journey to their desired result. The process is named so that even if it is similar to other solutions in the marketplace, your customer attaches emotionally to you and your name of that product. We have a lot of our clients that call stuff VFit, or they call it, you know, Simply Slim if they're doing weight loss, or all of these things. These, they name their signature solution. Guess what? Our stairway system, it's a signature solution. And so you want to create this so that, that way you put together a package to get the best result for your prospect. In future podcasts, we'll talk about how do you get referrals, and this is an important component. You want to set it up so that you get the absolute best result for your patient. I don't care if it's hormone replacement therapy, weight loss, longevity, anti-aging, regenerative therapies. It doesn't matter. You want to create the ultimate package so that you get the ultimate result. for your patient. Okay. All right. So that's how you do it, folks. That is the concept of pricing.
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