In this episode, Cameron is joined by Richard Maloof and Michelle Bogle, co-owners of Savvy Chic Laser & Aesthetic Spa, and they discuss the importance of patient care, retention strategies, the value of nurses in their practice, and the role of social media in growing their practice. They highlight the significance of continuous learning, the dynamics of building a strong team, and the value of creating a safe and welcoming environment for clients. They talk about the high acquisition costs of new clients and the need for a personalized approach to patient consultations. They also touch on their recent rebranding to better reflect their expanded services and evolving industry standards.

Transcript:

This is Medical Millionaire, the podcast helping your metspot increase in status, visibility and profitability. Join your host as he dispels myths, shares trends, and gives you actionable steps today that will take your medical practice to the next level. Here’s your host, expert marketer and founder of Growth ninety nine, Cameron Hemphill. Hey, what’s up everybody? Cameron Henppill.

Here your hosts who are Medical Millionaire. Hey, guys, First off, thank you so much for taking the time to tune in to the podcast. Our goal is to give incredible value and insight for practice owners. So if you own a medical esthetics practice or you are thinking about getting into this specialty, this industry that is changing lives and building confidence with people, all of these episodes are one percent designed for you and to help you take your practice to the next level.

So, guys, today I have two guests on and they have built an incredible practice. In fact, they just went through a rebrand. They have a super cool story, use great tech. I have Richard maloof Here he comes.

He brings the business aspect to savvy cheek, laser and aesthetic spot. And then I have Michelle Bogel here. She’s the founder and she focuses on everything that you know when it comes to patient care, when it comes to retention. Guys, I had to have them on just because I have a killer story, great brand, and they’re making big things and things change within the aesthetic industry.

So, guys, welcome to the show. Thank you. We’re excited to be hear. Hopefully hopefully that opening was on par for you.

Yes, absolutely so. All right, guys, let’s jump into it. I know that we were talking a little bit offline, but tell us about your journey and Michelle, maybe it makes sense for you to go first. Tell us about your journey, like what got you into the world of aesthetics.

I know you’ve been a nurse for many years, and what continues to drive you and what really brings that why and that passion forward to giving like an incredible patient experience. Definitely. So, I’ve been a nurse since two thousand and one. I’ve been in Houston for about twelve years, but I am from East Texas and I.

Got into esthetics and about seven personally. But I started going to a medspaw in Dallas in two thousand and five for my own journey. I had some skin problems and. Some what we call like melasma or mental changes in your face, and I just wanted to seek assistance.

So I found a nurse in Dallas area in a classic surgeon’s office, and I just started going there and getting treatments, and I was in all of the nurse took care of me, and she was about the age I am now, and. I’m in my twenties. She was about apply her forties, and I thought she was beautiful and knowledgeable, and the industry was so early, but she just really cared and loved her job, and she shared her you know, inside of skincare and how to treat my skin and so kind of long story short. Over the two years, he started building a mess fall and they took me in under the wing.

So I became part of their practice around seven eight and. Just fell in love. It wasn’t real popular, kind of dabbed a little bit in it, but I felt in my heart that one day it was going to be a growing industry, and I wanted to make a change in other people’s lives. So I did a little bit traditional.

Nursing, didn’t quite do it full time. Found myself a kind of a chain as fall in twenty eleven, took my foot in the door and moved to Houston in twenty eleven, and I did work for a pop up chain, just kind of like you had to do it their way. It wasn’t very It was a very squeaky cutter and I felt like we were always delegated, like how we treat our patients, and we weren’t giving them the best care. I thought we were just trying to make him up and just sell, sell, sell, So I didn’t really agree with the ethics.

That was just my personal opinion, and I knew at that point one day I wanted to be a met spa owner myself. I continued my own journey by taking continuing courses. I’d work for free. I would float around Houston.

I would bug other meds spalls and be like, Hey, can I come fill in for you? Can I shadow you? Can? I learned from you? Then about twenty and thirteen, I went to work at a very popular met spaw in Houston and got to really excel my experience and I didn’t have to do She let me just take my skills safely under the direction of course of a medical director. But just expand my knowledge and report, and you. Know, as time goes on with every company, eventually you find yourself just branching out on your own. And so in twenty and sixteen, I just did that.

I got a medical director, a little boutique room and started small with if. Like injectables, micro kneeling, a little bit of late. So that was and I just knew. I was just.

Getting the messages and the reviews and waiting up to text messages and women and men being like, thank you for changing my life and listening to me to nail it, you know. So that’s how I got started. And a little bit about how Richard came to the picture is my practice is probably opened a couple of months. And social media is very powerful, right, so we had a lot of mutuals because he was.

In corporate America, but I did run across. Him on Facebook, and so I saw that he was a published author of a book called Detailed, which was talking about how men need to step it up and men need to take care of themselves. And I just found that I was like, oh, phenomenal man like. My and harre like who He’s so right, you know, And he was ahead of his time, because what year did you publish that book? Yeah, twenty ten, So he was definitely you know, now in twenty twenty four it’s more heard of, but twenty ten he was so ahead of his time, being on top of what men should do and how they can fit into this industry.

So I reached out to him to collaborate. At the time, and you know, welcome over to the spall and he let me do some filming of him, some treatments, practice on him. And give us some mel exposure. I love it.

Yeah, it was amazing. Yeah, so it you know, we were talking and when she reached out, I was very excited because you know, it was a journey that I’ve been on my whole life, and that’s kind of an evolution on how man should take care of themselves. And I kind of felt how I kind of got started without getting too off track. But you know, when I was younger, I was you know, I had bad skin, I had this, I had that, and I really, you know, wanted to try to do something about it.

So I just got obsessed with trying to find the right products, use the right things, and you know, I went a little above him beyond and a lot of my friends would give me a hard time about why. Do you take so long to get ready? What’s going on? Like what are you doing? It would kind of make fun of me, But offline they would come to me and like, hey, can you help me out and give me the best space? So like what are you doing? And I started to realize men feel insecure about asking for help or wanting help when it comes to skincare. And I always tell people, Yeah, they don’t want to go to Nordstrom with the young, attractive female behind the counter and say do. You have anything for my wrinkles under my eyes? So they just instead of doing that, they just shy away from it.

And so I just kind of wanted to write this book to help men understand it’s. Okay, we can do it. And still in twenty twenty four, we’re having that conversation. But it’s amazing how much more it’s grown.

And so, you know, we just shared that passion for each other, and asthetics has always. Been a passion that she has such a passion for it. On a different side, and so coming together just seem like a perfect, you know relationship. For us, totally match made in heaven.

I mean, I was looking at your guys’ instagram Michelle’s before we hopped on here just to kind of, you know, refamiliarize myself with the brand, the journey, just so we could, you know, I could educate myself more on the history. And there’s a picture of you guys together. You probably know exactly what picture I’m talking about. I’m like, man, Richard’s got.

I mean, this guy’s hair is amazing. I wish I had I’m jealous. Okay, well, I was hoping that you say that. With that being said, and we.

Are definitely trying to grow our male and female audience with hair restoration, not mean that that’s a pretty big so definitely, it’s. It’s amazing you see. You know. And again we’ll get into this about new revenue streams and different things.

But again she’s had a couple clients husbands reach out and say, hey, I saw the photo of you guys, and what’s he doing is and it has attracted a male client. Sell that before. And I gotta be honest with you. You come into a you know, a.

Met spot, and everybody’s attractive, all the females are attractive, and you’re a male and you’re it’s very intimidating. So just have a male presence and to know that like a safe place for a male to land and come to me. It’s a I would love to have hair restoration. I just am a little embarrassed to call here and ask for her to come in.

And so it has really you know, calmed down that male clientele. Where they’re like, okay, I feel good. We even had one male clientele, a client who basically said he’s been dyeing his hair for so long and then saw a photo of us and he’s. Like, if Richard can let it go, great, I think I’m gonna go.

Ahead, let it go right. Yeah, it’s amazing the social media aspect of this, and we’ll touch on that too about the marketing and building our business, but the social media aspect of it has been so big for us. And again the fact seeing that both of us and you. Know, even though we tell.

Everyone we’re twenty five or not. Yeah, and so you know, seeing you know people who were you know, so one of us is. In our way client, you know. But it’s like we’re we’re.

Not only you know, promoting you know what we do the word of mouth. We’re also practicing it ourselves. And that’s you know, it says a lot when we believe in what we’re doing and we stand behind it and we’re doing all these things and it can make a difference if you have the right provider recommending the right services to you. I agree.

I mean, you know it’s interesting too because I got a lot of asthetic conferences and you can see, I mean we’re aging every day, right, Like every day we age, which is like it’s working against us. But I go to the conferences and the people I interact with that either are medical asthetics practice owners, they work in the in the industry, or you know, whatever they’re doing, it’s they bring this different type of charisma, this different type of confidence, and they’re all like they all look incredibly young, and I mean for the most part, like that’s the theme of I was just at athetic next and everybody just looks great and everybody carries themselves so well, and you know they’re focused on like, hey, like I know that there’s material out there. I know that there is specific treatments that that people can use to to really build confidence, anti age and to you know, continuously look good. And that like that’s the ultimate objective, right is, is how do we help people build confidence? And when people truly feel that and they can go to a provider, they can go to a practice and leave like feeling good and want to go back, right, because retention is key and I know that you guys are huge on that building that journey.

I mean there’s something that truly like magic happens there and you know, for the practice owners that really invest in being a user of their own product, you know, and and also like not afraid to push the envelope a little bit. You don’t see a whole lot of men that work inside of aesthetic practices, like, but it’s becoming more common. And to your point, you know, Richard, it’s like, man, when when there’s a dude there that I can relate with, like I would go to your your practice because there’s just like this instant connection of like, hey, there’s a dude there, must be safe, Like yeah, right, So that’s that’s interesting and I think like if people embrace that more, because I mean, the demand is there, and then demand’s only going to grow. We all are just like social media is a big aspect of it, of the you know, the visual component.

But I love it guys, And that’s like that kind of brings up the next topic, if that’s okay, I want to talk about social media. You know, you mentioned like, hey, this has been a big, you know, big push for us. It’s helped grow the practice obviously organic social Maybe you guys have done some paid stuff. Do you guys have a particular cadence on like how you post, how you interact, how you get your engagement up to use any tech, any tools like talk to us a little bit about that, because I also agree.

I think social media is such a powerful way to connect in this day and age, especially in aesthetics. Well so I. Kind of starry in my and it’s just word of mouth and then Instagram. I’ve had my Instagram, I think it’s probably since nine, and then when I opened my own practice in sixteen, it was pretty much there in Facebook.

I didn’t I do any paid marketing. It was word of mouth. And I kind of go back and forth because my page isn’t laid out perfectly color coordinated. You go to some practices where everything is like a stop photo and the color is all beautiful, and that’s great.

I’m not guessed that that works for them. I think what helps us. Did I do get feedback? Is it’s very organic and real and they can relate to their like, oh, Michelle has pomeraniums and she’s a normal average person. She’s got she travels, she has kids.

Turn her you know, staff go out and go on shrips and go out to eat, and their conferences. So I think what says is aside and what I always want to set aside. I don’t want to be there’s wrong franchises or things like that, each. To their own is that we are individualized care that I want us to be real.

Did you feel comfortable coming in here? And it’s not stuffy, it’s not it’s a safe place that you can ask those things that may not even be things that are something that brings us any sort of profit or a service we do here. Like I always share my journey of anything surgical or esthetic I have done. I’m not a gatekeeper. So I think, you know, like every based on we’re not going to say that they’re taking away lost medicine.

You know, they must be. Working out or they had a trainer instead of saying, oh, I’m going to a local esthetic and getting treatment. So some people don’t want to talk. So I think though, what’s.

Helped us on our platforms. It’s very organic and real. And I don’t know if those people want to see those things, but it seems to be working. So I mean they might be like, oh or not another.

Picture of Michelle doing this and her staff do this. But I think I feel like if the retainment and the numbers show that. It’s working, yeah, I’ve honestly, you know, I know we’re together, but I’ve never seen anybody work harder on social media than she does. I mean, it’s you know, and when we first were dating, I was like, Okay, you’re on your phone all time.

Now I realized why she’s on her phone all the time. It’s it’s non stop. I mean, this is not it for anybody out there. This is not a nine to five job.

This is non stop. She’ll have clients text her six am in the morning on a Sunday asking, Hey, what do you think about this? What do you think about that? And the one thing that I love about her, and you know, I’ve been going to her as a client for a long time, also is that it’s never She’s never going to overdo someone. You know, you have a lot of people come in and you’ve seen it. They’re like, I want lips that look like this, or I want all this filler, and she’s like, no, no, no.

Even though that means more revenant, it doesn’t mean happiness in the long term. She doesn’t want her work out on the street because that’s a representation, that’s a model for her. And they’re like, where did you get this done? And they’re like, you know, savvy chic. And then they’re like, okay, I’m not going there.

Because she is very honest with a patient. It’s just like, no, we’re not going to do that. I’m not going to do it. If you want to go somewhere else and get that much in your lips, go ahead, I’m not doing it.

And I think that resonates and that’s what helped us, you know, has helped us build this clientele. And on the business side, you know, when I was in Corporate America and commercial real estate, we need a huge deep dive into acquisition costs, and we were spending five times, six times, seven times the money just to acquire a new client. And I think a lot of. These practices get so focused on new business, new business, new business when the acquisition cost is so much that if you focus on the clients you have.

And retain them, they’re end up going to spend. Five ten times more money with you because they become they like, they get to this level where they earn a trust and then pretty much, you know, sh’ll tell them you need to have this done, you need to have that done. They don’t even care about the cost anymore. They’re just like Michelle says, I need it, I must need it.

And that is what I think the disconnect and a lot of medspots they just don’t understand acquisition versus who you have already coming through your door. Focus on them because they’re going to spend more money than that new person that’s coming in off the root. Dude, I totally agree. There was three points that you guys.

That was a lot to unpack, so thank you for that. And there was three points that I heard pretty clear right there, which number one was the social organic flow right, showing your level of expertise, showing who you are personally, how you interact with your team, how you interact with the home life, like having the dogs, like Social media is a platform to collaborate with other people in a virtual way and the way that people actually truly connect with you is you know, like shoot and when we first try it, like maybe that you’re a little bit vulnerable or whatever, I don’t want to be on camera. Like, but at the same time, if it’s just this static content that is just off of Adobe stock or off of it’s not going to get people to interact. It’s not interesting, right, Like it’s interesting that you’re an expert on a medical aesthetics practice, have an awesome guy next to you that has very cool hair and and who cares about himself and has dogs.

It goes out has fun Like that is relatable. That is interesting, right, Like showing a graphic about you know something. I mean maybe there’s there’s there’s times for that maybe specials and updates and stuff like that. But that’s a that’s a very powerful thing, and that’s how you get good engagement.

That’s how you get people that want to interact. That’s how you can also amplify like your word of mouth referral. They go pull up your Instagram, they see your work, they see your expertise, they see what you’ve done, they see who you are, and then when they come in they kind of already know you and I’m wading right, so a lot of those barriers are already broken, right. Well, I think I think a lot of it too is And.

Michelle is amazing at this and I you know it all over all the time. But this place creates a very safe landing spot for people. And no one’s coming in this door because they’re super confident. There’s insecurities.

We all have insecurities. We all wish this was a little bit different, that was a little bit different, and this is a place where people can come and not feel embarrassed to ask or say, hey, I’m feeling this way, can you help me? And she does an amazing job. I know, you know. One thing we want to do is we might give off a perception of okay, but we are so approachable and we are so easy going and we just want people again, when they walk in the door, you’re safe.

There is no insecurities. Everyone in this building suffers from some sort of insecurity and this is the place where you can come and get it addressed. And I think she has done such an. Amazing job through social media showing that and you have no idea people have gone so long without addressing an issue and finally had the courage to come in and address it.

And she when she does her work, I mean, she’s amazing when she does her work, just. The way they yeah, when they lead. How many lives I mean, honestly, how many lives she’s changed. That’s just why something that someone lived with for so long and didn’t have the courage to come and get it addressed, she fixes it and their.

Life changes in an instant walking out the door. So and that’s a customer for life, you know, totally, totally. Yeah. Gets back to like when you said you go to conferences and how a set eight providers are so confident.

Well, yeah, like, imagine my camp every day and you’re like, I know, yesterday I just made someone’s day. I got a message on the grand. So but getting things to do not fix everything that’s going on with you. But truthfully, if you look.

Better off on the outside, you feel confident, it does help. We’re all carrying some sort of burden and something’s going on in everyone’s life. We all have something we’re dealing with. So I mean, to anesthetics fall and doing these things.

It doesn’t solve that, but you do feel better when you look in the mirror and I hope it gets some like some confidence to face. Whatever they’re going through. I wish there was some data, like I’ve asked am spot to produce some data based upon like there is there some level of benchmark or is something that’s out there, like when somebody started going to an asthetics practice and maybe a year to two to three to five years, I wonder what’s happened to their career path. It would be great, Yeah, that’d be great.

It’s funny you said in my part of my life book. In it it basically says when you look better and feel confident, you perform better. It’s true. I mean, when you feel good, you perform way better.

And there’s been studies of just going on interviews how someone aesthetics helped them get a job or as as someone else. I mean, you know, it’s. Relationships resolves for I mean, I had clients tell us at doing aesthetics and weight loss and other procedures here they could offer anti depressant medications. And the overbody’s tracking that.

But you are exactly right through. I wish there was some data like ams flower companies like that. Could you know, find that out because I know For a fact, I’ve heard them verbalize and say, you know what, since I started taking better care of. Myself, I don’t need my medication anymore.

And that’s what I know. You could be wrong. People need them, but if they don’t, that’s great. You know.

That was that boost film. Yeah, and I think and I think, one good thing again, blah blah. What we do. And this goes back to even the men too, is it can be overwhelming because you look at the menu of services and there’s a lot, and they’re like, I don’t know where to start.

And you know, I always tell guys, start here, just basic stuff. Let’s just start with your skincare. Stop using some over the counter stuff that you’re getting at CBS and is making your skin dry and break out or just look terrible. Just start with these two products and that’s all you got to Just start there.

And then they get started and like, okay, well what about this and what about that? So it doesn’t the. Journey doesn’t have to be overwhelming. You don’t have to do everything all at once. And I think Michelle does a great job and all the other practitioners are an amazing job of just kind of walking people through, like we’re just gonna start here, and we’re gonna build on that and then build on this.

So let’s address your most you’re like, your biggest problem area, and then we’ll start getting of the other things addressed instead of throwing everything at I mean, you need this, you need that, and it’s just it’s too much. And so we do again the practitioners, and Michelle has coached them very well to just say, here’s like a menu per se, and here’s kind of where we’re going to start this journey, and here’s ultimately we where we want to end up. But let’s just start here. Yeah.

No, I love that. I mean, it’s it’s well said. And one thing that you just made me think of was when I started going to conferences shoot back in twenty seventeen, my wife would come with me and she would, you know, like there’s always samples, right everybod’s hanging out samples of of you know, facial creams and all sorts of stuff and oils, and and I would always let her have it. And then as like you know, you’re two, three, four or five, I’m like, no, okay, we need to get double mount because I need to get some some samples like me.

It’s amazing. Like the early feedback I had on my book were a lot of women reaching out saying basically that my man. Will not go buy any products, but when I bring home a bunch. Of products, he won’t stop, usually all my stuff.

It’s hilarious. He’s in my client for well eight years, well you. Know, and the unfortunately, like so we were dating, but once we like started hanging out together, like trips and moving in together, I had it’s amazing how much of the skincare he’s been. Boarding, I know, the skincare When we moved in, I was like, oh, look at this terrible whatever.

What’s that? There’s the same battle going on in our house. Just so. It was I mean, shoot, it does you know? It’s yeah, now takes the stuff. It’s she takes it from mom, and like you’re ten, what’s happening here? Thank you for listening to Medical Millionaire.

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Back to the show. Okay, so I want to talk. You made a call out that I thought was interesting when you said these are models that are out there based upon your work and expertise. I thought that was a really cool comment because if you put patients on the right journey to success, you know it’s not going to happen overnight.

It’s not going to happen in a month. It’s a journey. It’s a consistent process, right, like having a model out there. It’s so true.

It really hit home. It’s like, oh my gosh, these are not patients, clients they’re not. I mean that they’re everything together that represent you and your brand and your expertise, and they’re going to go out and live life. When they’re living life and they look incredible and feel incredible, they’re going to ask, like, what is the secret sauce? Right, your name’s going to come up, your brand’s going to come up.

So I think that was a really interesting point, and that kind of leads me into where I want to go is is how you build that journey with your patients. Because I one hundred percent agree with you Richard that, look, the acquisition costs are high. When I look at cpls and patient acquisition costs, I kind of put the patient word on their versus customer when I look at that, I mean, this can range anywhere from three fifty to five fifty on one new client. Like that’s how much you can cost, depending on ADS and time invested.

But you know, arrange, let’s just put it at four hundred bucks. Let’s say they come and they buy botox for example. You know, typically someone spends and this is a data point from AMSPAT on their first purchase, it’s five hundred and fifty bucks. And you know, like if you if you factor in the acquisition costs, and then you factor in margin, and then you factor in the time it takes to actually do the treatment, like we’re losing capital.

Yeah, and a lot of people are focused on this, so you have to get them to come back. That’s my point. But you have to nail it on that console that expertise the journey, Like, can you talk to us about that because I can tell that your retention is incredible and you do such a great job and you care so much about building confidence, Like it’s walk us through that. I’m curious to know what the what the process is there.

So always again my Richard said, you know everything from day one when people would see, you know, work with my clients, that they want them to see the difference and then like where you’re going. So word in mount is huge. You know, Houston’s a big town, but it’s not like everyone does kind of know everything in the word gets out. So I don’t want someone to feel overwhelmed when they come in and you start throwing out all these different procedures because then they think, wow, I have to be you know, a millionaiity.

All this is that it to look pretty by you I’m gonna walk away now, So I think not overwhelming them and sitting down and just having that talk of what concerned you most, Let’s start here. So I myself started developed. I started doing research and more training, and I read a book once talking about how much a Mets ball did by just never seeing one new client. Don’t bet wrong.

We want new clients, that’s all. We love Growth ninety nine to lead the website, but it’s the big is to retainment because they will give you referrals, so they’ll write of your new ones will come from reviews, they’ll come from visiting the website, They’ll come from repeat business. So I pretty much groomed my staff to be like, they like what you did, but they might forget, So they’re not to lead this building without rebooking something. And then the.

Conversation in your room should be Yes, catching up is great. Are the kids, house, the husbands and new travels, babies, things that you remember for. Babies life a career. Yes, you need to have that rapport with them, but you also need to have a conversation of you know what skincare are using at home to take care of what we’re doing here, or was there anything else on your list next and then they might say, yes, I’m suffering from sun damage this fall.

I wanted to focus on that. Okay, well let me book you with our staff, our esthetician and get you started. So the goal is whether they meet. You know, like we use the word both talk, so any talks and but it’s a rinse and repeat.

We know you know, we do it, it wears off, we need to do it again. So basically, when you know the dentists, what are you doing when you lead the dentists? They book you in six months? Right, yes, yeah, here’s your planning, you know. So I have trained my staff’s remind them. If you’re not selling them something, they already.

Came here for it. So you need to be in charge of setting in the reminder and saying I’m I need to see you between three and five months. What’s your comfort level? When? Howten? Do you like to repeat your service? Boom? So then they’re on and then I say I’m going to have had a book you. Now, even if you’re not hiring the management building your practice, you need to pretend you’re high a demand because one day you will be.

So basically, and that’s how I built my books because that confidence. I said, you know, decembers are busy month ladies. You know, gentlemen, we need to whether get your free book. Oh yeah, we wouldn’t.

Steal my appointment. And then so having that conversation of one, what’s the next step, So hopefully they’re back in your small a couple of weeks getting peels or lasers or anything. Then you know, and you have to have a conversation. And I think nurses are so they’re all my nurses here.

I don’t hire new graduates. I do know ha anything against it, but I personally only hire nurses who have a bedside care because one of the reasons that I’m such a good provider is I was a real nurse in the hospital and this is all fun and games and it’s serious. Then you make people happy, but it’s a different level. So I think having that bedside care has you that relationship and that empathy of what they’re going through.

So I think it just makes it more relatable. I know every nurse wants to get this industry. You know that’s okay, great, I applaud them. I’m always helpful for new nurses who want to start off their own practice.

But for us, our motto is you need to have some experience with that bedside care so you can be relatable for pain, like you know what real pain is. These procedures are painful, but you may as. A nurse experience what real pain was, you know, and loss. So I just tell these girls they trust you.

You talking to them about things that are bothering them is a delicate subject, but it’s all how you present it. Yeah, yeah, And I think from. The like on the business side, so you know, someone books an appointment, you know, it becomes a warm lead as. Soon as they walk in the door.

Obviously it’s a hot lead. And even though sales we track sales, ultimately it’s consulting, right, I mean we’re business consultants, medical consultants, if you will. So when someone comes in, not everybody has the same budget. So a lot of practitioners.

Need to understand that not you’re not dealing with you know, someone might have a budget down here, and someone might have a budget down here. Obviously we offer various ways to pay, that’s part of it. But understanding what someone’s budget is and then you know, not making them feel insecure that they might not have five hundred dollars maybe maybe three hundred dollars for botox. And this is part of their journey.

They’re just starting, but gear something around that as a start and as they build confidence in you. I promise you it is amazing. No matter if we’re in a recession, people will find money for beauty. I mean it’s amazing.

So but like again on the business side, once they’re in here and you know, I try to tell the practitioner huge terms like I do this, I do that because they’re staring at you know, this beautiful practitioner. And they’re like, I want to look like you. What are you doing? And so even with our you know product skincare, it’s very much they do use the product. So tell that story so you know it as part of the journey and as part of just making.

Someone feel like not insecure about I don’t have as much money as this other person, but I have some money. How can I start? And I think they do a very good job of that. Part of the consultation is understanding like we can design something around any budget. You just have to be transparent and we’ll figure it out.

I love it. I think like it’s so important on how you run the consults like it truly is an art, and there’s not enough education on it. There is a conference set’s being crafted right now. Terry Ross is spearheading it her and her team.

Yeah, yeah, I hear and I have become pretty close over the past few months. I mean we’ve known each other for years, but we’re talking pretty regularly. I’m going to go to her conference. It’s in Fort Lauderdale December fifth.

That’s called four US. So for any of the listeners out there, it’s one hundred percent about business. Cat run a console, how to build a treatment plan, how to build a successful checkout process, how to run marketing that like actually converts and know your numbers. It’s really interesting, and I think that the industry is craving it, definitely.

Yeah. And I will say this to you and you’ll see, and I’m just give an example, like a hair salon. You’ll see an amazing hairstylist break out and open their own. Salon and they fail.

Yeah. Because you’re really good at your trade doesn’t mean you can run a business. And I think there is two parts of this whole entire journey. And as much as the injecting and all that part is amazing, and that’s important.

There is a huge business side to this that without that, none of this matters. Because it’s going to fit. I mean, it is a business, and. You have to be smart in how you the infrastructure of that business, on how you do things that you’re making money but also at the same time running it.

So it’s sustainable. And I just think a lot of practices you get great and these persons like, I’m. The most amazing injuncer in the world, and then they’re. Like, Okay, what does ROI be? What it’s like if people keep coming, that’s.

All I know. But it’s not. It’s just not like that. It’s just not really.

There’s so much that goes into the back end of it that you just have to constantly stay on top of it. And I could lay someone out, we would lay someone out of a perfect model on how to run a business, but unless you have the right people who are business sappy behind it and they’re also willing to put in the work. Yeah, it’s great the hours. You can make whatever hours you want and do whatever, but if you’re not working twenty four to seven and I wake up in the middle of the night, you know, and I say, hey, what about this? Should we be doing this? Or we’ll get up at four thirty and she’ll be on your phone posting something this.

If you want to be successful, it’s NonStop. And people who were just like I love them off on Monday. It’s fantastic. That’s not real life.

That’s just not real. Falls on anybody must be doing nothing again, it’s just not like that. I mean we were, we were on vacation and still we’re just so constantly doing stuff. It’s NonStop.

As an entrepreneur, you’re constantly working. I mean you truly are, and you have to. Like one of my talks that I do, uh when we when we go around to conferences is how to run your practice like a business, And a lot of it starts with like, hey, know your why, know your purpose, know your numbers, like you know, wake up with like the intentional about your day, plan like know what’s going on, have goals, like know where you’re heading, your numbers and all that stuff. But like you’re you’re totally right as an entrepreneur, Like burnout’s real.

If you don’t like what you’re doing and have a passion and a drive behind it consistently, then then you can easily get burnt out and to your point, you know, like hey, I’m a great provider. I can do this myself. They go out very little business skills, but maybe they’re a wonderful injector, right, maybe they’re they’re great at their craft, like to your hairstyle point or hairstylist point, so to that, like it’s it’s there’s a two aspects to it, one hundred percent. Agree.

You have to know your numbers. You have to know marketing, muncation, acquisition costs, like you have to know what a P and L is. You have to learn finance, you know. And I mean the more I learn about the specialty, the more respect I have for practice owners and people that are involved in the practice on a day to day because you have a tremendous amount of background experience on the clinical side, like nothing I ever had to go to school for ever, right ever had to like dive into books and learn and follow people and everything that I’ve had to consume over my path, which which is all one hundred percent business.

So now you’ve got to have like these you know, both aspects, which is absolutely it’s a challenging thing. I mean, being a practice owner is not and you know, you really have to know what you’re doing, and you obviously have to get out there and you know, do everything you can. But it’s it’s not an easy objective, but it also it’s it’s a powerful thing to have as a as an entrepreneur because you really are changing people’s lives. And the more you touch people, like through the marketing aspect right through if you get a new follower on social that’s like a word of mouth, or you’re at an event and someone hears about all the amazing work you do, or you’re running ads or you know, you have the website or whatever, and that new person hears about it and you could change their life.

Like that’s the cool thing. It’s huge and part of that too. And I know we’re going to touch on this a little bit and I kind of segue into that, but I think one part of this that I’m so proud to work here and where I love talking about it is back to what we were talking about. You know, the nurses that we actually have working here.

You know, we have three nurses working here. I have, honest if I’m having anything done in my face or any kind of procedure, I want a nurse on the other side of that, or you know, yeah, you know, and it’s just it’s it’s amazing the confidence level, you know, our patients feel that there are nurses here, and it’s it’s it’s just game changing for us versus a lot of other mets vases just because of when you walk. In there is medical. There’s a medical undertone here that’s huge, and so I just think it makes people feel so much more confident in getting things done.

And then the other aspect that even goes a step further is you know, you and I could hold a needle. And put in someone’s face, right, but there is such a huge artistic component to this that Michelle can look at someone’s face and be like, Okay, well. That side it’s kind of dipping down a little bit. I’m gonna inject here and this side needs here, and I’m.

Just looking at their face like. I don’t know it looks like. But there is somebody that isn’t art to its Unfortunately, you can’t teach somebody. They just have that gift decide.

You know, in my old job, my CEO should. Come to me and say, oh, make that person a salesperson. No, either you got that, sim or you don’t. And for her, I mean, she is just amazing and being able to just organically look at someone and in her mind she already knows exactly what she’s going to do.

And the book might say do here, do here, do here, do here, and she’s like, no, we’re gonna do this, this, this and that, and that’s how she operates. And it’s just amazing that part of it that is business savvy as I could be, or much since we do social media. If you’re not good, that’s also a problem too. For my talent lay as a gift.

Absolutely is an art and I mean artists can see things like including obviously fine lianes and wrinkles that that we can’t see. Like I totally agree with you. And you know, when we’re talking offline, I think that you know, nurses or maybe other you know, entrepreneurs that want to get into the specialty, they see what’s happening on social or they see like this quick path to success and in producing a high income and they think that they can just go to you know, maybe a weekend course and get something maybe a certificate to inject in eight hours. I think in Texas, I think it’s like, oh, he is eight hours or something like that, but that’s the hour class.

Yeah, such a big misconcemption, Like talk to us about that, like that you’re still learning, right, like yeah, yeah, oh. Yeah, I learned something new. I mean you should never quit learning. I mean there is no there’s nothing to navigate how to other than everybody sharing their experiences, and it’s just become a huge Like you said, I would say around twenty seventeen, you.

Know, that’s when everybody starts talking about it more so. But you know, I tell everybody you can go to the IRIS website and it tells you how to pay your taxes, so you kind of know it’s just a given. But nurses and doctors and mid level levels and estheticians. That go into this journey, there is not There isn’t anything that just tells us, you know, like this is how you do this, and so you have to seek other people that have a high level of skill and by doing that, you’re being safe.

You know, you need to always use safe practices. And like with us, you know, we are nurses and then we have a nurse practitioner, but we also have a plastic surgeon, a medical director because you know, fortunately we haven’t had anything major go wrong, but we feel confident that if it’s something we can’t do that we’re constantly supervised and we have our you know, plastic surgeon doctor mque to be able to send our clients to if we didn’t need that. And I think there is definitely a level of uh, you know, confidence of our. Clients that they know that there’s something you know, need to be addressed that we.

Have to And unfortunately, you know, some of these things because of social media and just because I’ve got everything has gotten so buzz, we’re you know, oh, go get some boatox, go do this, to do that, do your research, make sure the person the provider is like been in business, has good reviews, knows what they’re doing. Like we’ve always made a focus on that. Yeah, sometimes we see these things about like these funny memes on Instagram where someone got their boattox from a group on and it was you know, a messed up, but it is like, because isn’t something to play around with. You really need to be educated and cheap doesn’t mean better, it just doesn’t.

It’s like anything in life, you know, you get what you pay for. So look into the provider, understand, do your research and go have a free consultation with them and just see what they’re about on what they recommend, because I promise you, if you’re looking for just the cheapest avenue, I. Don’t even know if that’s a client we really want. We want someone who really really wants to be educated on what the game plan is for their future.

Yeah, so so true. It’s like, you know, you can’t go to college and then stop learning, right, you have to continue to learn. You have to continue to follow others that are in your sphere or other entrepreneurs if it comes to, you know, the business side of it, other injectors, maybe that they have an academy or the conferences that are out there, labs like those types of things, and collaborating with other providers around the country and even outside the country on techniques. You know, so like it.

I don’t. I don’t like The education on the clinical side is never going to end. On the business side, it’s never going to end. And that’s that’s for the better.

Like, you know, for the true practice owner that’s looking at this is not a quick win, Like this isn’t a quick win. This is a real business. This is something to take serious, like safety is real. These are patients.

They need to be taken care of, and you know, you want things to go. It’s all fun and games until something goes wrong right rightly. And I think she’s Michelle’s built such a good reputation and she’s, you know, deep in her heart, a really good person. And she has other injectors who will call and say, oh my god, this happened.

What should I Can you help me? Yeah, And and that’s great that she’s there, But at the same time, you know what happened that she wasn’t what are these other people doing? So totally do. The research, Just make sure the provider understands what they’re doing and what their background. Is, and just be safe. And again back to the repeat business is.

Because these people feel so confident and they’re just like, do whatever you want to do to me because they trust. Her so much. Oh that’s amazing, And that’s that’s not easy to get to like not because you’ve you’ve invested so much time into your craft. You know.

I saw a I was on a Facebook group the other day and I saw somebody had purchased I don’t know who was selling it, but it was it seemed like kind of like a knockoff of some sort of tosin. I don’t know the brand, but you know it wasn’t one of the Big three, if you will, and it was obviously cheaper, so like, hey, let’s try to make it at the horrible reaction and you know, like, yeah, so you get what you pay for. I agree, And you invest in the right products, invest in the right resources, the right training. It’s it’s absolutely critical.

So really quick, guys, I want to go back to like you made a comment about your process of rebooking when they and I’ve talked a lot about this on our episodes, is like a very powerful checkout process. Yes, great, time to walk them to the front. However you do it. You know there’s there’s retail that can be sold to enhance the experience.

Rebook them one hundred percent agree. That’s like critical. React on social media, you know if there’s not a connection there, like shoot, get a testimonial from them. Yeah, if you get that on social they’ll reshare it if you tag them right, like get a Google review.

Yeah, because when people are searching, whether it’s a word mouth refer where they find you through digital marketing or whatever. They are going to look you up. They’re gonna look at your site, they’re gonna look at your work, they’re gonna look at your social they’re gonna look at your Google reviews, and then like proximity, like how far is it to go? And are they they’re the expert? Like if you can check those boxes. Obviously the people come back because you rebook them.

But the word of mouth referral and how the practice will grow, it evolves over time and you’ll have year over year growth. Yeah, definitely. Okay, So you guys are going through a rebrand. Yeah, so yeah, So I’ve always been obviously kind of my nickname is like the little Queen who doesn’t love Good Live.

You know, that’s kind of how I got some of my techniques hypher perfected. So the original and of course lots of companies have multiple LLCs. So did start out with savvyc mets fall and uh, it was emphasized, you know a little bit more girlly cugy with the libs and like in that medslaw. I felt like has been kind of played out and it’s I.

Don’t think it covers the full rod of like what everybody’s doing because you know, we have devices. So Richard and I started when we collaborated together and now we’re partners with the Savy she Blazer and Steatic Small. I had always wanted to first say grow up and maybe like get away from everybody’s things. Oh, Michelle understaff just as Spiller and talks because the world is shifting and we have learned with studies that they’re still to me, is a place for derma fillers, for sure, properly, but we did take a step back and learn that maybe they aren’t as dissolvable.

Maybe we shouldn’t be doing the frequently. We need to focus on remodeling the skin and better skincare devices reach into that deeper level like hormones. Because I started this industry when I was only early thirties and then you know, here we are, you know as a patient, you know guess what aging is also about, you know what’s going on internally. So I felt like just being called savvy.

She Metsvall did our company at disservice and with wanting to educate our clients because there’s so many more things we do here as like hey babe, like what can we do like, what should we do so we can reach into the male client, tell get the teens and here taking care of their faces early. We offer teams, you know, treatments. With parent permission and medical plarents, but teaching our children young how to take care of their skins to prevent later problems tending into the derm when they need to go to the doctors. We definitely over here.

We always like that’s out of our you know, we need to go to the doctors. So our status spirit is about recognizing those things. So we also introduced the rebranding to. Add disicize the lasers and esthetics in a hole, which is a large word, and we just kind of like all things beauty, right, and so we are also adding hormone replacement there because we forget one of the key things of aging is what’s also going on internally.

So it is a way of life. So we felt like the rebranding would kind of just teach everyone that it’s such a it’s a way of life. Yeah, and I want to I think for me, you know, I love growing up with you know, senior with the lips and all that. But I think it was time.

Given the people we were bringing in as employees, the equipment we were spending a lot of money on that it was time to really represent. That this is even though it is a very safe place and when we can fit all budgets, it. Is a higher end experience when you come in here, and I just. Thought the perception of what that might have looked like versus where we’re at now is just not the same.

And one of the biggest things that drive us crazy is where people say, I didn’t know you guys do that. Later air removal here yet for three years. So I think. Rebranding, you know, growing up together and seeing where the evolution of where we’re headed and all the things we’re doing, I just think it was time to really say, listen, this is, you know, not to.

Be one stop shop, but you can come in here and pretty much. Get anything you need taken care of. But again, also just that feel like if someone for the first time is seeing our sign, you’re like, Okay, this this looks like a legitimate place that I want to go and have this experience with. And that’s what we’ve turned it into internally.

We just wanted to put that on the outside too, so people understand that this isn’t just some fly by night spa. You know that we’re going to be in business this month and on business the next. It’s just just a quick little stop and to get your lips and no, it’s hard, absolutely, And I mean for the audience you guys like I think like more of you should look into that. You know, if you’ve been in business for a long enough time and maybe your your mission has changed, maybe you bolt on you know, additional devices where people maybe not know that you offer laser Harry moving right.

You can only tell so many people. But the brand is what’s uh, it’s it’s really important. The new messaging everything, I guess have I completely agree. Shoot, I remember back when everything was called many Spot.

Yeah, exactly. It’s like a pop up thing in the mall or wanted to be you know, there’s so much more custom care going on here. Totally. Yeah.

And the aesthetics is just like it’s an elevated feeling, you know, it’s that ex it’s the expertise, the experience kind of how you feel when you walk in so smart, it’s I know, it’s you know, going through remand is challenging, like Logo Sponts Colors mission statement’s like social it’s it’s it’s a project. It’s time. Yeah, yeah, it’s been, it’s growing, It’s okay, it’ll be worth it. I think that you said maybe some businesses out there they’ve grown and they started that way that you know, rebranding would be something the.

Ideal for them. Totally. Yeah, well, you guys are amazing. I was looking at the tech stack.

I just I want to talk about that for a second. I mean, guys are super busy. I’ll let you go, but I was just from from an outsider looking in great website. Love how you guys have built that, Loved the messaging behind it, Love how it loads quick, the call to action.

Online booking is crucial. I still talk to practice owners that think online booking is a waste of time. So I love seeing that that brings the patient experience in the patient flow, like people want to book online. So that was one of the things that I saw that was great.

It looks like you’re using Bogaro, right, Yeah. I’ve had a lot. Yeah, we’ve had a long relationship with Bigaro. It seems to work well.

It’s if I’ve been about. Three or four years. Nice. Yeah, I mean again, a lot of people download the app and then they have thrown log in and you just missed so many phone calls you please your I mean I can’t imagine no moving online because.

You’re you know, the secretary of my soone tat yep, yeah, because we want jobs. And then you know they love it that they didn’t get on. There are there are some of you know, the old school, will never do it, Bill. They still want to call you want to talk to human industry, be having a set a concier for that.

But I always tease him like, itsn’s so complicated. Book online? Can’t you buy a plane ticket? Because they’re like, I don’t shop online? Yeah, if you if you use Amazon and you book your flights online, then. Like you can book an appointment online. Yeah.

I think that’s great. Actually, yeah, I think a good way to push that and I think Michelle has done a great job is in part of the social media aspect, she almost like promotes, hey, someone has an opening this day, you should try to get it. So it’s almost like, you know that that fear of missing out or that cold action where people are like, oh man, I was gonna call next week, but I better hurry up a book with her this week, just getting booked up. So it almost creates, you know, that action, but also helps the clients understand that.

Listen, it’s you can’t just call and get an appointment. You can’t just get in and see Michelle. It’s not that easy. So you need to like plan ahead.

And I think part of that pre book that you still out and you know advice for your other spotlight. People need to plan ahead. We’re going into the you know Q four, which is crazy and so and people are just singing if you have anything open tomorrow. Yeah, no, not till next week.

You’re like, oh my gosh. But you’ve got to plan ahead and start booking your appointments now. And that’s why pre booking even now is so important because they might not think about it, and. They’ll be so glad when you already did that.

When it comes close to Thanksgiving, they want to look good for the rest of their family with the boatox or whatever they’re doing. Pre booking is key and crucial to the success. Well, and I’m a honest of my clients. I’ve been a nurse for twenty four years, I have kids, I have a life.

Not to be selfish, but guess what, I’m going to miss some work. That’s part of entrepreneurship. I did my time. I used to sometimes work from seven am and a gentile eleven pm.

For sure. I mean, and like he said, I’m always a lot at social media, and so that’s how I grew to be able to you know, purchase you know devices and grow a team. But I tole me, I’m like, hey, I’m not going anywhere. For sure.

We’re going to be continued to work, but I’m going to take off. I’m not going to be here the day after Thanksgiving. It’s just not Some people will. And there’s people who are building their practices.

I did do Good Friday specials and I’m presold, so that’s a great thing. If you’re building a practice, guess what You’re going to have to do your time and do that also. But now I’m at a point where I’m like, love you guys, but this is the ours. I’m going to be here.

I’m going to be at home with my family. And people are building their practices. You got to do that. At first.

You might have to work the day after Thanksgiving, you might be working the day before and the after. Christmas, but it will pay off. Yeah, totally pays off. She’ll say that too, to be like our if we’re closed, if we’re closed on the front, it’s those joint man on.

It on my Monday. It works. I’m so tough, huge. I mean, you got to build.

You have to build a team at some point, like you have to build a team and you have you. Know, Yeah, we have a great team here and that is you know, the biggest thing is the way we kind of haven’t touched the much on this and everybody designs they’re planning differently. Who doesn’t money, money and forces how we are we wake up every morning to go to work. We of course we want to make money, right, I mean that’s the driving force, and that’s how we take care of our families, ourselves we live.

But here at Savvy’s we do a kind of pay our team I think a little bit differently where they don’t feel like they have to backstab each other or like not play as a team. So the way we take care of our staff I think is a little different than some places that we give them incentive to be a group instead of like trying to steal leads from each other. And I think that’s important plus a lot of people kind of don’t know little laws in Texas. But we do keep an attorney on retainment who specializes in med spas and he produces like a newsletter who we’re supposed to award and the doctors and nurses and so a lot of people make conviews of how you could compensate your staff, and I think if you take good care of your staff and are taking care of you and you have more of a team environment, you have a better client led And.

I think what’s good too. And one thing we’ve done really well is capitalize on people’s strengths. So we definitely have you know, one of our nurses is really Michelle’s like backup, Like she does a lot of the stuff that. Michelle does, and so they kind of play of each other.

And then when somebody wants, you know, micro needleting are facial, then it’s nice because we have a great esthetician that they passed that service onto. So and then now when with urt and introduction, we have a nurse that are NP that’s just going to be focusing on that health. So now it doesn’t. Become it’s more symbia relationship, it doesn’t become that’s my client, don’t touch them.

That’s it’s like, hey, listen, I just did this. Now you need to go to someone else to get your facial micro needleing. Oh, then you need to go to this person and get your TRT. And now it’s like we work as a team as a team instead of trying.

To fight each you know. But I mean it’s really evolved into this perfect SiO. That would be my. Advice to their practice, you know practices, don’t you know where I came from.

Before they tried to always play the practitioners against each other, and like they would. Reward you the more you’ve looked. But you’re not gonna hurt. You’re gonna, you know, hurt your business.

By I don’t like that. They’re gonna earn some friendships, there are some, yeah, totally relationships. I totally agree. It’s a team approach, you know, it’s like pass the ball to whoever has the skills and expertise to actually move the journey to where the patient wants to go and and naturally we’re all gonna win.

No, I totally totally agree. Well, you guys are amazing, you guess there are obviously have an incredible business super happy patients, great team, great business mindset, obviously well crafted when it comes to the artistic component of aesthetic. So like, yeah, you guys are you guys have an amazing business, So, you know, hats off to you. If anybody wants like what to reach out, where’s the best place to find them? If they want to connect with you, see your site, see your social you know, maybe connect with you, where’s the best place for them to go? Well, one thing we do love is you know, Growth ninety nine disky into our website and we love that nice little lead thing.

We plugged in that all right, So I love it. It’s my favorite now because when we do miss a. Call or miss a message, so I would say visiting our website, w dot savvy, she’d laser and aesthetics mall. We have multiple instagrams, but the main instagram is savvy.

She underscore Michelle and then it kind of takes you to everyone. So and of course we have an amazing esthetic concierge. She’s really good and getting back and everybody by calling our. Our main number.

Yea, yeah, and don’t feel free to reach out for anybody out there who’s watching this and ask questions. Yeah, I always I answered my Instagram like you said, for someone who’s been doing this for over fifteen years, I am so hands on. I don’t have all those all of the replies and do not DM me I talk to and good for those people. I respect them.

I know if you’re those amazing injectors in America and says no DMS anymore, because I’m sure they’re overwhelmed. But I’m such a good, like, hands on person. I get you graduate nurses and I let them shadow us. I answer questions like these are my vendors, and I don’t know if this will work for you, but hey, this is share this contact.

So I think you should never feel like you know so much or you’re so up there that you can’t. Share with other colleagues. It’s literally to me always colleagues you know over competition. So love it, you know.

Just a little bit of a little bit of a nugget here too, is when we finish our next version of our software, you’ll be able to effectively pull in your DMS directly into what’s on the inbox. So now you’ll be able to reply to all techs, all dms, all emails in one centralized place. So that’s coming working my life. I love that.

I get away Richard communication awesome. Well there you guys have it. Please check them out, reach out to Richard, reach out to Michelle again. You can go to Savvy Cheek, Laser and estheticspot dot com.

Check those guys out on social media. They’ve been very powerful social media and they reach out. Those guys are great. So, guys, thank you so much for being on the show.

I really appreciate it. And for those of you guys that found this content and episode value, please share it. Let’s get this conversation going. Rate it and I’ll leave it at that.

Guys, until next time, Thanks so much, Thanks so much, guys,.