#168: Scale Or Sink: Terri Ross Reveals What Separates Thriving Aesthetic Practices From Failing Ones

Cameron is joined by Terri Ross, practice growth consultant and sales trainer, and they discuss the critical importance of business acumen for medical practitioners. They explore the challenges practitioners face in learning how to run their practices effectively, the operational blind spots that limit scalability, and the vital role of front desk staff in patient acquisition. They emphasize the need for structured training and a focus on data-driven decision-making to enhance patient experiences and foster long-term relationships.

Cameron and Terri Ross delve into the intricacies of the aesthetics business, focusing on patient spending patterns, the importance of treatment plans, and maximizing revenue through effective consultations. They talk about the need for better business education in the aesthetics field, emphasizing the significance of understanding pricing strategies, financial metrics, and the power of data in making informed business decisions. They also highlight the importance of regular meetings and networking opportunities in fostering growth and success in the industry.

Listen In!


Thank you for listening to this episode of Medical Millionaire!



Takeaways:

• Practitioners often lack business acumen, which is crucial for success.
• Many practices fail due to a lack of structure and understanding of financials.
• Training for front desk staff is essential for effective patient acquisition.
• Sales in aesthetics is about understanding patient emotions and needs.
• Consultation processes need to be standardized and focused on patient education.
• Practices should invest in training to improve their operational efficiency.
• Data-driven decision-making can significantly enhance practice growth.
• The aesthetics industry has a gap in business education that needs to be addressed.
• Practitioners must recognize the importance of their front desk staff in the sales process.
• Building lasting patient relationships requires a transformation in consultation approaches. Every patient is underspending on treatments.
• Implementing treatment plans can significantly increase patient spending.
• Consultations are crucial for generating revenue.
• Many practices operate at only 50-65% utilization rates.
• The aesthetics industry is leaving billions on the table due to underutilization.
• Aesthetics is a serious business that requires business acumen.
• Understanding gross margins is essential for pricing strategies.
• Regular meetings can lead to more opportunities for change.
• Data-driven decisions can enhance business performance.
• Networking at conferences can provide valuable insights and connections.

Unlock the Secrets to Success in Medical Aesthetics & Wellness with "Medical Millionaire"

Welcome to "Medical Millionaire," the essential podcast for owners and entrepreneurs in
Medspas, Plastic Surgery, Dermatology, Cosmetic Dental, and Elective Wellness Practices! Dive deep into marketing strategies, scaling your medical practice, attracting high-end clients, and staying ahead with the latest industry trends. Our episodes are packed with insights from industry leaders to boost revenue, enhance patient satisfaction, and master marketing techniques.

Our Host, Cameron Hemphill, has been in Aesthetics for over 10 years and has supported over 1,000 Practices, including 2,300 providers. He has worked with some of the industry's most well-recognized brands, practice owners, and key opinion leaders.

Tune in every week to transform your practice into a thriving, profitable venture with expert guidance on the following categories...

-Marketing
-CRM
-Patient Bookings
-Industry Trends Backed By Data
-EMR's
-Finance
-Sales
-Mindset
-Workflow Automation
-Technology
-Tech Stack
-Patient Retention

Learn how to take your Medical Aesthetics Practice from the following stages....
-Startup
-Growth
-Optimize
-Exit 

Inquire Here:

http://get.growth99.com/mm/

Episode Transcript

Speaker 1 (00:03):
You're listening to Medical Millionaire, your podcast for medspot owners,
medical aesthetics, cosmetics and elective wellness entrepreneurs. Each week, we
dive deep into powerful marketing strategies, proven scaling tactics, and
the secrets to attracting high end clients, all while staying
ahead of the latest industry trends. Join us as we

(00:25):
uncover insights from top industry leaders to help you boost revenue,
enhance patient satisfaction, and master the art of marketing your practice.
Hosted by Cameron Hanppill. With over a decade of experience
in the aesthetics industry, Cameron has supported thousands of practices
and providers, working with some of the biggest names, most
well respected brands, and elite industry thought leaders in the field.

(00:46):
If you're ready to level up your practice and become
a true medical millionaire, this is your podcast.

Speaker 2 (00:52):
Here's your host, Cameron Handpill. Hey, what's up everybody? Cam
Hempill here your host for Medical Millionaire. Thank you so
much for taking the time to tune to the podcast.
Our goal is to give incredible value and insight for
practice owners. Guys, I have an incredible guest on today,
a true friend I call her the goat the greatest

(01:14):
of all time. She's been in the industry for years
and she's worked with practices, she has a conference, she's
launched products, she's sold companies, She's worked with just about
everybody I know. And anytime I mentioned her name with somebody,
they seem to know who she is. And so I
want to welcome a good friend, Terry Ross. Terry, thank
you so much for joining me.

Speaker 3 (01:34):
Oh Cameron Honey, thank you so much. Equally like love
your background, love your career, the successes you've had, you
are equally a dear friend, and I love what we're
doing together.

Speaker 4 (01:44):
Thank you for having me on this podcast. I know
we share the same.

Speaker 3 (01:47):
Affinity for really helping these practices scale in the right way.

Speaker 4 (01:53):
So I cannot wait to just dive into this with you.

Speaker 2 (01:56):
I love it. I love it. I know this is
a long time coming. And we were just talking on line,
you know, talking about practices that really need to be
educated through success and what success looks like, like how
do you scale and more importantly, what causes a practice
to fail? I mean, you have so many numbers, benchmarks,
KPIs you know the industry, Like what are you seeing

(02:18):
out there? Right now.

Speaker 4 (02:21):
Well, the good thing is people that know me.

Speaker 3 (02:23):
No, I keep it real Like, there's too much bullshit
noise in the space. So I'm just going to really
I think I think this industry is even lacking more
of it, more authenticity, more honesty. We got to get
just down to dirty, into the facts, not the feelings.
And so look, I've been doing this almost twenty years.

(02:44):
Thank you so much for your kind words. I am
very passionate about what I do and why and how.
But the differentiator in this space is it's not location,
and it's not talent. It's not the equipment, it's not
the marketing, it's not any of that. It's one piece
of it. It's candidly the lack of business acumen or
the intention of having it.

Speaker 4 (03:05):
So the thriving practices truly function and operate with.

Speaker 3 (03:12):
Clear standard operating procedures, clear financial strategies, and a team
that is highly trained. The struggling practices completely lack the structure.
They don't know the numbers, and they try to do
it themselves without the training and without discipline.

Speaker 4 (03:30):
And it's sort of as simple as that.

Speaker 2 (03:33):
So okay, I mean I completely agree, And you know,
it's like they go to school clinical stuff, they want
to open up a practice or you know, some are
more have actually had more clinical experience than others, right,
and they can run circles around around me when it
comes to clinical stuff like I freaking yeah, you know,

(03:53):
get many devil like I don't even know what they're
saying sometimes, But that's why I go to them. I've
obviously learned over the years. But you know, when it
comes to the business aspect, like, how do they learn that?
Because I mean it's pretty demanding, right, Like, go to
school for all these years, open up a practice. There's
risks there by the way you have to run your
practice like a business or else, like the risk factory

(04:14):
of it closing is actually very real. What how do
they how do they learn that? I mean because I
have I've gone to conferences for years. I don't see
a ton of conferences out there besides yours, by the way,
for US Summit, which is amazing, guys, you got to
go to it, by the way, my gosh, it's it's
a business focused conference. But what are some of the

(04:35):
other ways that they could learn how to run their
practice like a business? The numbers, the KPIs what idio
what not to do?

Speaker 3 (04:42):
Look, well, one, thank you for the for the kudos
on for us, love that you're a part of it.

Speaker 4 (04:47):
And I'll get into that in a minute.

Speaker 3 (04:49):
Why I even started it with Isaac Musley, my co
partner and doctor bernatdo Saltz.

Speaker 4 (04:55):
But look, there isn't. Candidly there isn't.

Speaker 3 (04:59):
And I take myself back and I did my podcast
of like what would I have told my younger self?
And so I got into a statics in two thousand
and seven, you know, working for Medicis and zelt and
did the fortune five hundred thing for a long time
and had the opportunity to have a METSPA on Beverly Hills.
And even back then that was like twenty thirteen fourteen,
there was nowhere to go. I sat in on AMSPA

(05:20):
to learn like the compliance and who could do what?
It's still lacked data. So like fast forward what ten
to fifteen years now that we've been in the space,
and like you and I said, we're at conferences every
month if not more, And sure are they trying to
evolve a little bit more and build.

Speaker 4 (05:38):
Practice management tracks? Yes?

Speaker 3 (05:40):
Are there speakers up there for you know ten twenty minutes,
some a little bit longer. Yes, some are great, some
are so. The industry still has a huge gap of
business education, which is the reason we started for US
Summit two years ago because we were trying to fill
the gap and for me personally having Terry consulting for

(06:00):
almost fifteen years now that it's very sad. There's moments
I cry every week by the amount of calls we
get or people suffering no profitability right bought the wrong stuff,
think that it's easy to open up a space, don't
have enough cash flow, like hire the wrong consultant. Everybody's
a consultant now in these days. It's crazy. So it's

(06:23):
you know, look, I'm doing the best I can to
constantly evolve what we do and give back, but it's hard,
and I think people that actually have a business have
to put themselves and recognize you can be the greatest
surgeon provider, and I know that you are, and like
to your point, Camp, we're not trying to teach you
how to do that. But if we're not understanding right
truly what it takes to be an entrepreneur, that you

(06:45):
have to allocate time to work on the business. This
isn't some rat race show up, see your patients, get
some more marketing, buy some more shit, and you know
I'm going to make a bunch of money. That's not
It doesn't work like that. So you know, I don't know.
Like I said, certainly, I'm going to be selfih sving
and be like I. You know, people are struggling. I'd
love to work with you, but we need we need
more of the business part of it.

Speaker 2 (07:08):
Yeah, well said. And I mean, look, guys, look, I
make nothing by saying for us is great. I've personally
been and I've spoke there, and I have been to
conferences and I just gave her a shout out on
social media just I think it was yesterday a guest.

Speaker 4 (07:23):
Yeah, thank you. It was an amazing thing.

Speaker 2 (07:24):
Well, and that's like, honestly speaking from my heart. That's
just not me saying, hey, I'm promoting this cool thing.
I don't promote shit. Actually, you know, it's uh, it's
this is my first hand experience and this is what
it was. And and I come from a massive business background. Yeah,
I've been an entrepreneur for companys. Yeah, I've built I've
had two very successful exits. One was recent last year.

(07:47):
I think most of the most of the world knows
about by now found growth many nine soul that's selling
the board sell an active investors still obviously rooting for them.
But you know, it's it's mind blowing to me coming
in to this space, in going to all these conferences
for years and not seeing that because there's a lot
of clinical stuff and then it's like dabbled in business,

(08:08):
and so I mean when you put that on, we've
become more close since you put it on. Yeah, and
I'm like, oh my gosh, the industry needs this so
freaking bad. Like, let me give you a story, recent story.
There's a practice at the well. There was a practice
at the front of my neighborhood here and where I live,

(08:30):
this very affluent area. There's fourteen hundred houses in this
development and this is a hormone replacement therapy practice that
popped up new development. Everybody needs it, like anybody. Every
household is a patient and a patient for life. The
lady's an NP, so she's got the background, the credentials
from the clinical side. Her two partners supposedly were entrepreneur

(08:54):
investor backed, but they open up the practice. Not great marketers,
not savvy business owners. Had no idea how to set
up a robust tech stack, how to acquire patient, how
to keep a patient, how to give a patient experience
and double down on that and reach out to them
and just really run the practice like a business. They

(09:14):
had no idea what their numbers were, their p and ls,
their balance sheet like, no idea what to spend on
marketing like, none of this. They just thought that opening
this up and a great spot would make them win.

Speaker 4 (09:26):
Yeah.

Speaker 2 (09:26):
They built it up to about thirty five thousand a
month in reoccurring revenue in four months. Okay, I'm talking
like a small practice here. Yeah, they ended up closing
their doors before year one done. And I met with
them and I said, shoot, I lived down the road.
I could totally help you guys out. I kind of

(09:47):
know the S industry a little bit. And they wouldn't
take my advice because they, you know, kind of knew
it all. And it was actually quite a simple formula
and this practice really honestly, Terry had the to within
one year to two years to easily go to two
and a half million dollars in revenue easily, and they
just missed. They struck out, and it was mainly because

(10:12):
they weren't looking at it on how to run this
practice like an effective business should be patient, acquisition costs,
conversion rates, like they weren't even answering the phone when
people would call it. Right, they had no systems in place,
and they just failed. I tried to come in and
save it, but it was too late. So but that's
what I'm talking about, right, if they had learned that shit, yeah,

(10:35):
their success rate would have gone up.

Speaker 3 (10:36):
Well, thanks for sharing. I think everybody should really kind
of embrace that story. And even if you're not in
that new startup phase, that's what's happening, right, you know.
I mean every what was it seventeen percent of new
medspas last year? Now, everybody and their brothers trying to
open it up. So that is what happened, and doing
it on their own, by the way, And then and
then look at.

Speaker 4 (10:57):
Think other practices.

Speaker 3 (10:58):
I had a call, had a couple of calls this
week where people have they have multiple locations, they are
relatively successful, but they're stuck in when I do these
financial calculators and I'm like, okay, cool, you're making two million,
but your space could make six.

Speaker 4 (11:17):
Like they don't even they don't even know that.

Speaker 3 (11:20):
So I'm like, you think you're successful, thanks for reaching
out that to recognize your stock, Okay, but holy shit,
how do we get to the other four million? And
that's that's what people need. They really need to understand
not just the pain, but what is the possibility and
look get out of your own way a little bit
and be like, you know what, shit, I'm great at
these things, but I'm not. And they're right. I mean,

(11:43):
there's a reason I do what I do. And I
just wish more people were open minded to, you know,
to what's possible in their own business and not be
so ego driven or not willing or think I'm expensive,
and I'm like, I'm the greatest investment that you could make.
You know, I'm not expensive, but that's what it is.

Speaker 2 (12:01):
Yeah, I mean it's like, you know, it's the best
athletes and even like the mediocre athletes all have coaches. Yeah,
I mean most business owners have coaches.

Speaker 3 (12:12):
Should I I writ, Look, I have a goddamn coach.
Like I didn't get to where I am, you know,
on my own, Like I am like a lifelong learner.
I've probably spent more money than I even want to share.
But that's just you know, we're scrappy people and you're
like you look, you're a freaking young successful entrepreneur.

Speaker 4 (12:29):
I mean, I just did this post this morning about
all the books. Look, it's fuck, we're busy. I get it.

Speaker 3 (12:34):
We have families and kids and businesses and wives and
sisters and whatever it is. But we we got to
just write, kind of carve out the time and really be.

Speaker 4 (12:43):
Honest with you know, with what's working and what's not.

Speaker 2 (12:48):
So it's speaking on that for a sec because, like
I think, as even a top entrepreneur, this practice, for example,
multilocation doing multiple seven figures on the surface, probably pretty attractive, right, Yeah,
they called you for a reason. We think we have
a problem. We can't figure it out. Let's call those
blind spots. Yes, So what are some of the top

(13:08):
operational blind spots that limit practice scalability that you see?

Speaker 3 (13:14):
I mean, I have narrowed this down and this is
not again feelings, this is factual shit. I've had the
pleasure of working with people in Nigeria and South Africa
and Brazil, and you know, it doesn't matter where you are,
what kind of business you are. Candidly, it is first
and foremost it is the lack of training.

Speaker 4 (13:36):
Right.

Speaker 3 (13:36):
There are a lot of people that get hired in
a role a front desk, a provider, a manager, but
the training of esthetics and what I mean by that
is so we have Look, it's one thing to hire people,
but it's not just about answering the phone and booking
an appointment. It's not like I'm a great surgeon or
provider and I can go do the injectibles and the lasers. Yes,

(13:57):
you can do those things, but do you understand and
fundamentally like the role specific? And then the KPIs, hey,
now you've got to tie it into that because the
practices that are like you know, relentless, give a shit
and run the business based on the data, based on
the data, based on SOPs, based on accountability and systems

(14:20):
and without it, without it, you just cannot scale. You
can't grow right without the systems in the place and
then knowing what data I'm supposed to look at to
make an informed decision. And if we can right, if
we can like hone in on that, people will literally.

Speaker 4 (14:37):
Be in completely different spaces than they are today.

Speaker 2 (14:41):
So it's like thesis and emotion based off of reality.
Of data is what I'm hearing.

Speaker 4 (14:48):
One hundred percent, one hundred I agree.

Speaker 2 (14:53):
Like I was on a recent call with the practice
doing about the same ball. I'm about two three million,
and they want to open up their second location, and
I asked them the questions like well, how many phone
calls come in a month? And they didn't know the answer,
and they're like, well, let me let me find that
out and get back to you. I'm like, well, what
phone system do you use?

Speaker 4 (15:15):
They don't know that.

Speaker 2 (15:17):
Yeah, I mean they don't have one. Actually, I think
they have an iPhone that routes through Google or something
like Yeah, that's cool. I mean it's gotten to a
couple million bucks like that. Sure, I guess, you know,
you scrap, you figure it out. But like there comes
a time and a place where like there's phone systems
that can tell you how many phone calls came in
and what ads they came in from, You're right, and
then track that shit on what is converting in which

(15:38):
one's not. The ones that do even have the phone
systems in place, they'll tell me that. They'll be like, oh, yeah,
we had like four hundred phone calls coming last month.
I was like, well, how many book deppointments and the
numbers are like less than half I know, And I'm like, well,
who's taking those phone calls? And they're like, well, you know,
a bunch of us are the provider with the front desk,

(15:58):
And I'm like, well, who's monitoring the phone calls? Like
there's money in there, right, like gold? Would you would
you argue and say that if you're if you're spending
money on marketing? Obviously I'm a big fan of CRM,
like a twenty five year CRM guy before aesthetics have
a CRM in place that can help convert the leads

(16:18):
automatically follow up with them, Like absolutely critical, But what
about that? Like what about that front desk person? How important?
Like truly because I still think practice owners struggle with
understanding the importance of that person picking up the phone. Yeah,
would you argue that they should make a tremendous amount

(16:39):
of cashing incentivized to like on a commission based structure,
Like I'm curious your thoughts on that.

Speaker 3 (16:46):
Yeah, you know, Look, I say often it's it's an
overlooked position and an underpaid position, but yet it is
the front right front, first person they're going to come
in contact with and yet they're I don't got it. Yeah,
they're almost either like you know, having them learn the

(17:10):
you know, the procedures in the practice and then the
typical protocols, right, book it for thirty minutes or an
hour whatever the hell? Okay, fine, those are formalities. But
if they and I'm gonna look, everything we do in
aesthetics is a sales job. It is because it's a
cash based business. So you're selling again, you're selling your

(17:34):
storytelling your brand, your credentials, the outcome, the journey, the experience.

Speaker 4 (17:41):
The results, the why. I could go on and on.
What did I just list?

Speaker 3 (17:44):
I don't know, eight or nine things that someone the
front desk specifically has to do. Those aren't just bullshit
words or letters I just threw out. There are things
they have to do and know. And it's not just
a process of how we book it at ABC Asthetics. No,
it's not that Like, who's calling your practice?

Speaker 4 (18:05):
Right?

Speaker 3 (18:05):
How are you going to engage with them? How are
you going to qualify them? What questions are you going
to ask them? How are you going to credential to practice?
How are you going to talk about features and benefits?
How are you going to overcome price objections. How are
you going to get them to come in the door
and convert and then book? Like I just read it
off again, nine or ten things a front desk has
to do. My training curriculum is like college. The shit

(18:28):
is not a joke. Like, if they can't do that,
you and I could right now put pencil to paper.
When what you just said, four fifty calls come in.
They don't know what converted. Let's say less than fifty percent.
That's what you said, okay, and then they're not charging
a consultation. Let's just do math, you guys, get out
a piece of paper and do the math. Right, hundreds
of thousands of dollars are being lost just in that

(18:51):
one piece of your business, and you know what.

Speaker 4 (18:54):
Majority of people ignore it. So are you guys cool
with that?

Speaker 3 (18:58):
I would be devastating, Like it's this is not something
to be cool with, Like this is something to be like,
holy shit, I'm listening to this podcast. Cam and Terry
are giving me awesome information. I better get my ass
and go check. It's sort of as simple as that.
People are like tripping over how do I make money?
You and I could, It's very simple it's very simple
equation if we just pay attention and invest in the

(19:21):
opportunity to figure it out.

Speaker 2 (19:24):
Yeah, there's tech out there, right, Like there's there's tech
that can track it. There is you know, ways to
make your practice efficient with with great products and tools
that have been created by very successful people, very smart people. Hey,
here's a phone system. Everybody use this system that comes
through a track it, record it, Let's meet on it,
let's train on it, let's review it. Is Sally the

(19:46):
right down off, you know, get rid of her. I
don't know, do we have the right comp plan? Yes?
Or so did we set her up to fail? Shit?
Half the time you set them up to fail, you know.
And it's like, I mean, Jude, if you got like
the best closer that takes those phone calls. Yeah, And
I think there's this whole like, you know, this whole
thing out there, Like I don't want to be selzy.

(20:07):
I'm a provider. I practice medicine. I am not you
know cheese Multarli on the used car lots selling shit right,
Like right, I get it, but that's not I mean
talk us through that, Terry, Like a true professional salesperson
gives information. They consult they assist because when these people
are calling, they're crying for help.

Speaker 4 (20:28):
Yeah, yeah, well you know, such a great question. Thank you.

Speaker 3 (20:32):
And you know when I teach this, and I've got
since January seventh, I've been gone probably two to three
weeks training and going on site to practices, and I
think more people are recognizing that there's huge value in that.
And think about anybody at any other company, Apple, Allergan, right,
salesforce doesn't matter. You get training. We all have to
get training to get upright a position in these companies,

(20:55):
and then you're fired if you're not hitting goals.

Speaker 4 (20:56):
It's as simple as that.

Speaker 3 (20:57):
But you know, in this world, you're right, patients are calling,
crying for help.

Speaker 4 (21:04):
The problem is most practices now doing this for so long.

Speaker 3 (21:10):
Look, I'm not saying that there's no empathy and sympathy
and right ability to connect and talk to me about
the services that I need. Sure can people do that, yes,
but doing that piece of it isn't good enough. When
we're talking about looking at average spend per patient, retention,
average revenue per hour, lifetime value, I could start digging

(21:32):
and being like that's amazing. Now let me dig in
your numbers and be like, oh shit, you think you're
doing it well. And so it's the patients are calling.
But this is a we're just in a commoditization. Now,
this is a competitive environment. We're all doing everybody's doing
the same shit. I'm in Los Angeles, I mean right,
you're in Florida, highly competitive markets. And so it's going

(21:54):
from transactional. Are we just doing the botox, doing the
boot job, doing the facelift, doing the are we transformational?

Speaker 4 (22:01):
And then an effort to do that. That means there's.

Speaker 3 (22:04):
Training involved to really figure out how badly like why
is the patient calling your practice and not the one
down the street?

Speaker 4 (22:11):
Are they going to choose you? Why? What matters to them?

Speaker 3 (22:15):
I always say a phrase like what do you look
for when you choose an aesthetic practice? You have to
open it up, let the client tell you. Right, You're
going to learn a lot, is it, price as it results,
whatever it is. And then in that consultation specifically get
down to the route.

Speaker 4 (22:30):
Sales is just a transfer of emotions.

Speaker 3 (22:33):
So how if the person wants it bad enough, they're
willing to spend any money. We just don't get that
deep ever, and so we lack it's just we lack
the skill set to be able to do that.

Speaker 2 (22:44):
Yeah. The best salespeople sell on emotion, right, Yeah, and
this is an emotional decision every single time. I mean,
you're altering the physical appearance of somebody. You're investing in
self confidence and now with wellness, you're like making them
feel and look at a better Yeah. Yeah, it's when
when they if there is a practice out there that
knows how to connect that dot from asking the questions

(23:08):
like dig ask them why they're truly calling. Get to
the root of it, and you'll find out every single
one and there's some sort of vulnerable thing that's going on.
It's deeper than like, oh, I guess some wrinkles get
a little older. It's like no, actually I want to
stay looking young, so I to be active and like
my wife and I can have a good time right
right exactly.

Speaker 4 (23:29):
But think about what you just said.

Speaker 3 (23:30):
It's very simple to somebody to be like I got
fine lines and wrinkles. Boom, you need some photoxs.

Speaker 4 (23:34):
Some fellows.

Speaker 3 (23:35):
You need to need a laser. That shit's transact That
shit's transactional.

Speaker 2 (23:38):
Cool.

Speaker 3 (23:38):
Yes, you guys know what to do. You have the
stuff to do. It, But it's more than that. Why
do they want it right? How do they feel about it?
How do they feel about themselves having wrinkles and find lines?
Right do they Let's get there and now you're going
to win me for life.

Speaker 4 (23:53):
And so again, I feel like this is so simple
if people know.

Speaker 2 (23:57):
What to do. So talk about the on those phone
calls that come in, the ones that do convert, okay,
because there's another gap here and I'll call it and
I guess you know the flying docuo. Yeah, there's another gap.
So the ones that come in and there's a consultation,
there's like the moment the person opens the door to

(24:19):
the practice. How are they're greted? What's the experience? Like, like,
how are you different? Because and I'll dovetail this with
like brand positioning, brand positioning, identity right now I think
is like absolutely ridiculously critical knowing who you are because
so you're not commoditized, right, Like as much as like
you have to be different, you have to know who
you are, you have to be authentic. But those ones

(24:40):
that come in and they do get the console, you
know more than anybody that that console in most cases
is broken. Yeah, there's a transactional component there too, between
the provider and the patient experience. When really, like I've
had botox right most listeners on your whatever disport? Actually

(25:04):
I this sport's better for me, for whatever whatever is.
But it goes away, this ship wears off. I got
to go back, so like I need to come back.
And by the way, why the hell didn't you tell
me about micro kneeling, And why don't you tell me
you have tru seppetite or some oral and or all
this shit to make me? Yeah, I just hit forty.

(25:26):
Let's let's go. So what can people do to like
elevate that consultation to turn that into a transformation, because
we want to create patients for life, not just make
them come in leave or come in a couple of
times and bail and then sally down the road. Is
better than you like? How do you like, what are
some of the best things you've seen? And how how
do providers and practices work on that to now that

(25:49):
consultation to increase lifetime value and create that that patient
experience that keeps them there forever.

Speaker 3 (25:55):
Yeah, I mean, look, you've been before us, You've seen
my trainings. I could probably have my whole business just
built on that. And look, it's what I've done my
whole career too, for my whole life before getting into.

Speaker 4 (26:08):
Esthetics, And so it's such a loaded question.

Speaker 3 (26:14):
Look, they have to have a process, and so you
I think when we started this podcast you kind of
said it, you know what, and you guys, I'm going
to invite you to think about this. Right, So we're
talking patient acquisition. Then someone's going to call or do
an online lead. What happens? What's that process? One I
come in the door? What does that experience look like?

(26:34):
Have I given tools right ahead of time, like a
cosmetic interest questionnaire to open up the door for other services.

Speaker 4 (26:40):
That you have?

Speaker 3 (26:42):
Is there a consultation fee? Again, people don't value right
free shit. That's my personal opinion, but I statistics to
back that up. And then when you're in the consultation room, right,
is it thirty minutes forty five minutes?

Speaker 4 (26:56):
Like?

Speaker 3 (26:56):
Is there enough time to really get to know you?
And then there's a standardized set of questions that I
literally have taught now and evolved over many years that work.
And so people have to kind of really and I
always say it too, it's a mindset shift I can
give you the tools, the scripts, the that the framework.

Speaker 4 (27:17):
I can give you.

Speaker 3 (27:18):
All that, but you have to genuinely wholeheartedly believe and
then bring it back to the numbers and go shit,
I am a kick ass provider, but wow, the data
books different.

Speaker 4 (27:28):
My numbers aren't where they need to be. Okay, why not?

Speaker 3 (27:32):
Then we can start to question is it the quality
of people coming in or could we improve the consultation process?
And I have enough stats and testimonials to back it
up that if you can go from that right that
mindset of being saled in recognizing patients need to your point,
they need all the things and their stats to show

(27:54):
that eighty nine and ninety one percent of people want
to be educated. Sadly, less than fifty percent do so
we're missing the boat, which is why retention rates are
really low. So I know it's sort of a long
winded answer, but to challenge each step of your journey,
of the patient's journey, and you know where are the
holes within your practice and then tie it back to

(28:16):
the data because I promise you, and again not patting
ourselves on the back, but practices have grown two three
million with us in one year. It's a lot of money,
a lot of money, and it's just because they're diehards
of figuring out or investing in the training and then
holding people accountable.

Speaker 2 (28:37):
I mean it makes me think about like what does
it cost to acquire a patient? How much do they
spend per visit? How often do they come? What is
the average LTV lifetime value? And how do you increase that? Yeah,
like I know that amspot put out you know, a
rapport recently. Was I mean, it's they probably need to

(29:00):
up on it. It's becoming due, I would say, But
it was in twenty twenty fours. It's STI pretty real. Yeah, yeah,
it was like average spend was like five hundred and
thirty bucks a visit, right, first first visit and LTV
like Zanoti had some data growth inty nine had some
data it is like sixty on average on average three
thousand to sixty three hundred spend per year per patient

(29:24):
depending on frequency. Okay, this is just kind of going
off of their data, right, and it's like, okay, well,
if the industry I think did like fifteen what was
it like sixteen billion last year or something like that.

Speaker 4 (29:36):
Almost eighteen yeah, almost.

Speaker 2 (29:37):
Eighteen billion, I think jlp On's had a big, big
push of that, right, but like huge In fact, I
think it was like seventy five percent was like the
increase or something like that.

Speaker 1 (29:47):
Yeah, this podcast is sponsored by Growth ninety nine, game
changer your medspa has been waiting for. Running a business
in today's fast paced world is no easy task. You've

(30:07):
got patience to care for, a team to lead, and
a brand to grow. But what if you had a
partner to help you take your practice.

Speaker 2 (30:15):
To the next level.

Speaker 1 (30:16):
That's where Growth ninety nine comes in. Growth ninety nine
is an all in one digital marketing solution designed specifically
for medspas and practices. Thousands of providers already trust our
platform and expertise to streamline their marketing, grow their client base,
and free up more of their time. Whether it's cutting
edge marketing automation, building a robust online presence, or giving

(30:39):
you the tools to attract and retain loyal clients, Growth
ninety nine delivers results. If you're tired of doing it
all alone or feeling stuck with outdated strategies, it's time
to get the support you've been looking for. Growth ninety
nine has your back, empowering you to focus on what
you do best while we handle the rest. Check them

(31:00):
out at get dot growth ninety nine dot com slash MM.
Your practice deserves the growth you've always envisioned. Let Growth
ninety nine help you make it happen. Now back to
the show.

Speaker 2 (31:19):
If you look at the utilization rate, Okay, so you
have patient spend and I'm not going to board you
guys with those data, but yeah, you look at patients span,
patient lifetime value and then utilization rate, utilization rates really low. Yeah,
so that my theory on that. If you analyze the data,
you're like, okay, well every patient's underspending, then every one of.

Speaker 4 (31:43):
Them a million percent.

Speaker 3 (31:46):
So let's tie it to the question you just asked me,
why are they underspending? Well, they're underspending because we're only
doing the thing that they came in for. We're not
doing treatment. We're not doing treatment plans. We're not we're not.
We're not, we're not And I know it. This is
what we're not or else the rate and hell, I
just came back from VCS. I was the keynote with

(32:06):
with Q site. I have the numbers that I'm literally
looking at. If you guys don't know what q site is.
It's the research firm in New York. That is literally
all they do, McKenzie back. They sell data to Allergan
and Merge and Galderma, big companies.

Speaker 4 (32:19):
We did a collaboration.

Speaker 3 (32:20):
Together and literally the average spend in one year per
patient was fourteen seventy three.

Speaker 4 (32:27):
Jeez.

Speaker 3 (32:28):
That there's you guys, we can't do it. There's I mean, yeah,
I mean you and I could talk about this for days,
for hours. I mean we could, you know, we could
write books on this stuff. But we got to say, Okay,
are you guys going to be okay with that? Or
recognizing that you want a patient for life. In an

(32:49):
effort to do that, they should be spending minimum, you know,
over ten grand a year with you if we're really
putting them on a plan and that's not surgical. Now,
if we're really combining with surgery with all the non surgical,
which is hands down everyone needs that too.

Speaker 2 (33:04):
Right.

Speaker 4 (33:04):
This isn't two separate businesses, It's one.

Speaker 2 (33:06):
This is it.

Speaker 3 (33:07):
So if you're going I want to grow revenue, this
is the only way. It is the only way to
grow revenue. I'm like, when the door shut, no one
knows what's happening in the room. Your consultation is your
number one revenue generator, hands down.

Speaker 2 (33:22):
Oh my gosh, you guys, if you I hope you've
paused right here and just and write this stuff down
like this is gold. This is true gold. Because you
can only spend like so much on marketing, right, you
can only do so much revenue out of practice, depending
on rooms and providers. Like, at one point you will
get max capacity, and that's great. You got to go

(33:43):
open up another practice or or another location, or if
you're fine to whatever you're doing, that's that's on you, guys.
But there comes a point where you're like, hey, I
have to figure out how to create more revenue within
my current ecosystem. Yeah, and I truly think like the
utilization rate and for the for the listeners guys, that
means you're like, what your capacity is? Most of them

(34:06):
are fifty to sixty five percent Terry, Yeah, I know,
And they want to go open up location number two.

Speaker 1 (34:12):
I know.

Speaker 2 (34:13):
When location one, I'm like, that's a horrible idea, Like
you're not even filling in the real estate that you have. Now,
It's like me owning an apartment complex that's got freaking
one hundred doors. Half of them are empty. But I
want to go another, go buy another apartment building. Right
that seems like like just a bad idea, that's right, horrible.
But yeah, so like but if you if you learn

(34:34):
how to do a console, learn it like good sales training,
good conversion knowing, knowing your numbers, have systems processes like
increase your conversion rates, keep your retention rates high. Yeah,
I truly think and this is a bold statement. I
actually said this when I was speaking at your fours
when it was back in last year at in Fort Lauderdale.

(34:55):
Ran some I ran some numbers, and based upon what
we're talking now, I'm like, I seriously think as a
as a industry, we left about fifteen billion on the table.
That's a bold statement. But if you look at the utilizations, man,
like I'm like, holy shit, we're shooting ourselves on the
foot because the patients want the treatments.

Speaker 4 (35:15):
Oh yeah, they're just now spread around, they're spread around.
You know.

Speaker 3 (35:19):
It's like, you know, it's like a bad dating. You know,
you're just houring yourself up. I mean, I mean right,
it's like you're just you know, single for life, and
you know, on the on the hinge wheel and bumble
and all that. But like, this is serious, This isn't serious.
This isn't a.

Speaker 4 (35:35):
Joke, right, I mean, but it's true. It's like this, Yeah,
so how do we? How do we?

Speaker 3 (35:40):
You know, I know you and I are so passionate
about this, and this is why you have your podcast,
this is why I.

Speaker 4 (35:44):
Have mine, And the whole intention is that we.

Speaker 3 (35:47):
Want to serve you guys and really hope bring to
light you know, certainly make it fun, but bring to
light opportunities for you. This isn't this isn't a joke.
This is really serious stuff. The business of aesthetics is serious,
and there's a way and a method, and the ones
that are thriving, you know, put put more credence on
the well equal right, look at everybody's running around spending

(36:10):
all kinds of money to learn a new craft, a
new injection technique, a new surgical way. They do they do,
and I get it and I applot it a million percent.
But holy shit, why are we not like literally saying
my business requires the same level of training? And you know,

(36:31):
how do we?

Speaker 4 (36:32):
How do we? How can you and I continue.

Speaker 3 (36:34):
To be the voice right of of education out there
to really inform people.

Speaker 4 (36:39):
That it's it's not an option, it's yeah.

Speaker 2 (36:44):
I mean it's like if I guess I just have
such an easy way of looking at it because I
look at it through a business lens versus a clinical lens. Yeah,
and you know, maybe if the conversation was reversed, maybe,
I mean, I have a ton to learn on that aspect. Yeah,
and I totally get that. But if I was to
open up a practice, I know that I have to
go learn a ton of clinical shit. I never want

(37:07):
to run a practice like as a I'll never be
an ejector. I don't want to be. You don't want
me to be. But I need to learn about all
the modalities and all the shit, right.

Speaker 4 (37:16):
Yeah, yeah, we've all had it, right, we have to
know what we're talking about.

Speaker 2 (37:19):
Yeah yeah. Yeah. So like so I can handle a
patient call if i'm if I'm you know, running a service,
but ye, so, but I think that they don't connect
that dot right in the sense of, hey, this is
a business. Hey, there is revenue, there is expenses. I
have payroll, I have software expenses, I have a lease payment,

(37:40):
like it truly is. And that's why I think you
and I are so passionate about it because I'm like,
I wish everybody just listened to the damn conversations with
to you know, more the business and invest in that side,
and maybe like maybe took off a little bit of
their budget on the clinical stuff investment and put it
more on the business side.

Speaker 4 (37:58):
I think that's the opportunity.

Speaker 3 (37:59):
You know, I think that you know, this is such
perfect timing for this podcast, and I really hope you know,
people listen and re listen and take notes. But we're going,
you know, we're wrapping up Q two. You have one shot.
The industry is down right now, it is, and you know,
we have to really say, you know, did you hit
your goals for you know, the first half of the year,

(38:20):
do you even have any goals? How are you tracking them?
And if you're down why? And then what are you
going to do differently for Q two? Because look, the
whole definition of insanity, you know, to go from here
to there. You can do the same ship because it's
it's easy, it's it's the ship that gets uncomfortable. And
maybe you've got to look internally and say, do I

(38:40):
have the right people on the bus right? Do they
understand my vision, mission values. Do they understand the statics
is at nine to five? Do they want to learn
the systems? Do they want to learn the KPIs. It's
pretty powerful stuff. And it's actually very sexy.

Speaker 4 (38:53):
And look at you. You know, you've built comfort it is,
this is what we do.

Speaker 3 (38:56):
It's a sexy place to be and a very powerful
place to be versus you know, all this high turnover
that the industry faces, and it's because of the leadership
or lack of training.

Speaker 4 (39:07):
I mean, like you said, it's a very simple all
this is a very simple equation. It really is.

Speaker 3 (39:14):
If you know, yeah, if more people like you said,
you know, reallocated some of their budget.

Speaker 2 (39:21):
In time, yeah, I mean it's it's like I mean,
it's demanding, it's you know, shit, you got to practice.
That's a million things are going on. You know, you
got an employee that's upset, a patient that's upset, whatever,
you get, you know, but there is I do see
a lot of people going to practices and are sorry
to conferences and continuing to invest in the clinical side.
And I totally get I agree with you. I mean, yes,

(39:42):
you got to continue to advance your skill set. Totally
get an argument there, but there's a time and a
place to really double down the business side. So, like,
I got a question for you here when it comes
to like pricing, this is a question I actually get
a lot is pricing, and I think a lot of
practices strug with this. Is they struggle with understanding how

(40:03):
to price a specific service, treatment product, And a lot
of times they're like, should I put on the website?
Should I not put it on the website. I always
hear this question, Yeah, well so and so down the
streets selling this per unit for X should we should
we do the same? And so when it comes to

(40:25):
like pricing services, profitability, margins, right, like, what's your take
on that? How how should they approach that?

Speaker 4 (40:33):
Oh? God, I know, and.

Speaker 3 (40:35):
You know again for those of you that know me,
I get it. A million ways to skin the cat,
different opinions. I'm not here to judge. I'm here to
tell you my twenty years almost of doing this and
seeing practices around the country and then consulting. So I
look at data, I look at the software, I look
at the reports, I look at the p and L.

Speaker 4 (40:55):
I know exactly what.

Speaker 3 (40:57):
So I am going to be bold in my statement
too that you know, look people walking in to go
buy a Chanel purse, right, you know exactly what you're
going to get. You're walking into the four seasons. You
know exactly what you're going to get. First class is
always fucking full.

Speaker 4 (41:12):
Why why? Okay, you know, I want to drink, I
want to lay down on eleven hour flight.

Speaker 3 (41:18):
I mean, come on now, So let's get clear on
your business model. I'm not here to judge right, whatever
it is and wherever you live. But if we're talking
about the keys to pricing profitably and where people go wrong,
it's because they don't understand gross margins. They don't understand
like the sort of the financial equations. So what I

(41:39):
mean by that is you have to look at if
the base your price is on cost per treatment per hour,
your profit margins, which by the way, in the non
surgical world should be well over sixty percent gross profit, right,
and then market on demand right for what?

Speaker 1 (41:54):
Right?

Speaker 3 (41:54):
Don't worry about what your competitors are doing. And so
you have to look at let's let's use injectibles. Okay,
we have financial calculators. Okay, so you look at the
service injectibles, what you charge six hundred it costs you
two fifty time. So the service feed of the patient
cogs time, it'll spit out a number. Okay, I didn't

(42:18):
even put in labor. Now I have to pay cam
labor cost. Okay, I promise you we've already injectible. Right,
profit margins after you do GNA is roughly in the twenties.

Speaker 4 (42:36):
That shit is low.

Speaker 3 (42:37):
So I'm not saying don't do it, but you got
to look at I say, riches are in the niches, Fine,
do injective. I want you to do injectibles, but then
you better be efficient with your time in the room,
which is where revenue per hour comes in. What can
you squeeze out in an hour and not rushy? This
is why people ask me, oh, well can I terry?
Should I do the treatment the same day?

Speaker 4 (42:58):
I'm like, you don't even know them?

Speaker 1 (43:00):
No?

Speaker 4 (43:00):
Do I need one syringer?

Speaker 1 (43:01):
Five?

Speaker 4 (43:02):
So how are you going to book time?

Speaker 3 (43:04):
Right? Then I'm not even a candidate. Or then it's inefficient,
So you got to look at right, you have to.
And then people under price, they're under price, and then
they're in a membership and then they're going to do
a discount and holy shit, Now you're making no money
at all, and so the pricing structure and strategy is

(43:26):
so key. But you have to do the financial exercise
and then you can decide, right, is my per unit
too low?

Speaker 2 (43:32):
Right?

Speaker 4 (43:32):
Is my labor cost too high?

Speaker 3 (43:34):
By the way, you guys, cost of labor should be
under twenty percent and if it's above that, that means
your providers aren't generating enough money. Like, this is the
shit you have to look at, and now I can
help you make an informed decision. Cut this, raise this,
do this, change this time.

Speaker 4 (43:50):
And I got you. I just got you a million dollars.
I didn't.

Speaker 2 (43:55):
I love it.

Speaker 4 (43:58):
I'm like, it's crazy. This is it. It's super fun
and exciting, but we don't Nobody looks at.

Speaker 2 (44:04):
It like that. Yeah. It's like, you know, you can't
give them the answer until they actually know exactly what
they're doing within the practice, right, Like yeah, because they'll
come in and say, well, you know, how should I
price this? What should I price that? Sure, you can
look at look at margin, be like, you know, let's
look at your client telet's look your demographic. What do
you know, let's look at what your your cogs are

(44:25):
and have you factored the time in Yeah, and have
you factored the labor in what does that look like?
And so that's awesome. You guys have a calculator that
you've built that spits all that out. That's amazing.

Speaker 4 (44:34):
We have all of it.

Speaker 3 (44:35):
We just when we write, you know, with our coaching clients,
I mean, look, we've we've really identified and honest to God,
whether somebody's in a startup and I mean they already
have a location not you know, I did the startup thing.
I don't do that anymore, or they're in business thirty
some years, big KOLs where.

Speaker 4 (44:51):
People struggle, and the things that we do the most.

Speaker 3 (44:54):
We look at pricing strategies, revenue per our gross profit calculators,
build budgets, build forecast comp plans. It's at six things
we do all the time that practices don't have. And
then all the trackers, front desk trackers, conversion trackers. When
people start to understand those things, even on a provider level,

(45:14):
when they are accountable to our trackers. So I just
was in Ohio state. I was in Ohio. Seventy people
were there. It was a surgeon who had functional medicine,
his MEDSPA, his surgical practice, his cooo. I mean they're
doing sick money right, multi multi millions, double digits, and
they still look They've been with us for twelve months,

(45:37):
he said, Terry. The first week you had us do
the financial trackers, okay, that the providers fill out. By
the way, at the end of the day, I work
eight hours or I'm scheduled for eight. I worked six.
I sold ten grand in service, I sold two grand
in retail. Boom, it spits it out for you, your capacity,

(45:58):
you're our pH. Then they're like, oh shit, I thought
I was so busy, but yet my RPH is down
and I only worked fifty percent. Now they're like, oh fuck,
now I give a shit, he said, Terry. The first
week you made us through the trackers, we made we
doubled our doubled, doubled, doubled the revenuees we could.

Speaker 4 (46:15):
Make a change.

Speaker 3 (46:17):
So god, I mean, this is the ship that just
pumps me up so passionately. But I'm like, this is crazy,
and they're doing again double digits in the millions, and
I'm still over there for like two and a half days,
buckled down in like a damn professor.

Speaker 4 (46:31):
I need to put out the videos.

Speaker 3 (46:32):
By the way, but this is the power of the
data and the pricing strategies and.

Speaker 2 (46:39):
What to do and how to fix it. And this
is an RPH strategy revenue per hour strategy that you
guys have built. You guys have yes, off with all
the practices You've talked to providers, And so am I
right in saying that, Okay, you get so big this
double digit a figure practice. It sounds like yeah, they
have I mean, provider accounts got to be high, right, Yeah,

(47:01):
And so then it's like you need a tool to
bring all the providers together and say, hey, like what
is our benchmark, what is our goals? And to get
down to the individual level, you have to know they're
our pH, right, and then they can comprehend it and say, oh,
maybe I am busy, but I'm not, you know, like, shoot,
I'm way behind on the leaderboard.

Speaker 3 (47:19):
I got a percent. And now and think about what
I just said. An eight figure business who's still IVY
League surgeon c o oh right still had me come
out still right, retained us to help them to get
to the next level.

Speaker 4 (47:38):
And you're right. I think they had over twenty providers
and look.

Speaker 3 (47:42):
People are like, oh god, we make it fun it
takes five minutes at the end of the day.

Speaker 4 (47:47):
Because now, if you're.

Speaker 3 (47:47):
A provider and you actually give a shit about how
you're paid or write what your what outcomes you're giving
your patients, you're like, oh my god, I had no idea, right,
And it's now it's competitive, right, it's it's friendly competition
intern early, but the business just thrives, right, I mean
exponential revenue.

Speaker 2 (48:05):
Yeah. It makes it fun. It makes it like you oriented, right,
and it puts everybody on the same place. It's like, yes,
you came to me and you wanted a raise, or
you wanted a different comp plan. We'll like, let's look
at your RPA.

Speaker 3 (48:15):
Yeah, let's look at it exactly. Let's look at retail sales.
Let's look at all this ship Like okay, I know, right.

Speaker 2 (48:23):
You deserve a raise, right exactly. Ship, time for you
to go actually yeah, yeah.

Speaker 3 (48:29):
Yeah, listen, this is a crazy story. I want to
say who she's in the Midwest. We just added just
because well she's been our client for a while.

Speaker 4 (48:37):
But uh, you know.

Speaker 3 (48:39):
The other thing is, you know, people's P and L
chart accounts. We call it it's a hot mess, you know,
and and look, you know there are people out there
that are you know, CPAs and you know infractional CFOs
and whatever, and that's fine. Those people are needed and necessary,
but they're not consultants. So we got to not We've
got to be very clear, but we just added another

(49:00):
almost half a million dollars in ibada to somebody's bottom
line just because we restructured her chart of accounts that
she had shit all in the wrong place, right.

Speaker 4 (49:10):
It was, this is the power of the data.

Speaker 3 (49:14):
And again we're like, we're often just scared to look
at it, or we have meetings once a month. I
just read this thing. I thought it was so amazing,
and I just literally told my team, if you have
meetings weekly, I have fifty two opportunities to make a change.
I have a monthly, I have twelve, and then half
the time it's not even done. So got to, you know,
inspect what you expect and just pay attention, and then

(49:36):
you can make those agile, right moves fast that have
a huge impact.

Speaker 2 (49:44):
I mean, that's gold, inspect which you expect. I love it.
I love it. Oh that's that's gold, right, isn't it.
I know?

Speaker 4 (49:51):
I love it.

Speaker 3 (49:51):
I think I've been saying that since I was like
a sales director in my corporate life.

Speaker 4 (49:55):
I'm like, right, you said I get fired if I
wasn't hitting golds.

Speaker 2 (49:58):
So shit, Well, hey, I know you're busy, and I
know that you have like back to back meetings conferences.
I mean, shoot, I don't even know where to Like,
I bet I can find you in an airport, you can, right, Like,
what's coming up for you? What's next? What's what's next?

Speaker 3 (50:19):
So I just finished VCS. I'm gonna go to the
Esthetic Show at the end of the month. Super happy though.
I've signed a couple of really amazing deals, some people
that have six hundred clinics, a couple of pegs. It's
really super exciting stuff that's that's happening for me. But
the travels pretty aggressive, so I think this is the
first month I'm actually home for a few weeks until

(50:40):
the end of the month, so nice, buckle down. Yeah,
I got some exciting stuff on the tiers front. Can't
share now, but you know, you'll be in the loop.

Speaker 2 (50:49):
You always have something going on, something amusing. I mean,
I know, yeah, oh yeah, yeah, there's there's a there's
a lot to share, definitely offline with some investments that
we've done and some cool things that we've done over here.
But you have so for us really quick. Yeah, and
I just just for a sec because it's coming up.
July's around the corner. Yeah, Chicago talk Yeah what yeah Chicago?

(51:12):
What I mean? What what does that look like? Not
to make it a commercial, but yeah, Terry, it's a
badass conference. Thank you, thank you being there. I can
say that personally, So like, what does that look like?
What can someone expect if they're tuning in right now
and they like maybe they're like, shit, I do need
some of this advice. Maybe I should go to a conference.
It's like, talk to us about that.

Speaker 3 (51:31):
Yeah, no, thank you Cameron, and truly you guys, you know,
like I said, don't take it from me. Go on
my YouTube channel, my instagram.

Speaker 4 (51:39):
Go see what people have to say.

Speaker 3 (51:40):
You know, I, like I said, I own it with
Isaac Musley was my partner in a business. We had
a big data driven guy, my work husband, Isaac excuse
me for not assalts, big key opinion leader, plastic surgeon
in Park City, past president of every society and listen,
what you could expect is and so if you're couple
of things that you know, if you if this any

(52:02):
of this resonated with you, and I hope it did,
and you take a minute, you know, certainly reach out personally.
I want to hear from you, want to hear your story,
DM me, whatever. But the four US we created it
to solve this gap that we that we talked about
on this podcast. There is a million conferences with a
very small amount of business, and so you get back

(52:23):
with notes and there's limited execution because you don't know
how to do it.

Speaker 4 (52:27):
I say that seriously with love. So the four US
is right, it's two and a half days.

Speaker 3 (52:34):
We're very specific who we have even as vendors partners,
which you were on right.

Speaker 4 (52:38):
It's not pay to play. It's not pay to play
for us.

Speaker 3 (52:41):
They are people there to support what we teach from
a growth perspective. That's one we keep it around one
twenty one thirty so that it's boutique enough that we
can give you the attention that you need. It is
a community of people that is a family. This is
our second year we've had three. We're having three this year.
We just finished one in la in May, second week

(53:02):
in July in Chicago, and then again in Fort Lauderdale
in December, and it's super affordable to come and again
two and a half days of really two tracks, but
a lot of speakers. So I teach very aggressively on
the sales, culture, leadership, objections, questioning like my jam Isaac
is we're really deep down and this isn't tactical, you guys,

(53:24):
excuse me.

Speaker 4 (53:25):
This isn't theoretical. This is tactical.

Speaker 3 (53:27):
We're asking you come with your balance sheet, P and L,
Excel pricing, bring it like, bring it like. We are
going to role play, get down and dirty to help
you understand how to do these things. You leave with
a huge binder of not just pages of piece of paper.
It is like how to do it so you can
actually go back right away day one, next day, pick

(53:50):
the one or two things that you can move the needle.
And then we have again people like you speak M
and A groups, owner to owner panel marketing stuff at
a very different level than what.

Speaker 4 (54:01):
You see, like real real shit, like real world.

Speaker 3 (54:04):
We have clients come up talk about their successes and
their case studies. It's just look, I don't have to
do this. You know, my daughter Sloan, she'll be twelve,
her birthday parties. You know, I don't have to do this,
but I genuinely want to give back in such a
bigger way and really bring people together and help them

(54:26):
recognize that it's possible, and give them the tools and
the training and the education the framework to do it.

Speaker 2 (54:34):
I mean, people be doing themselves a disservice if they
didn't go. That's all I have to say. I mean
it truly is. I've been. It's intimate. I've been as
a vendor, I've been as a speaker, you know, and
I've met so many great people, right, thank you. Yeah,
And even as like a vendor or a speaker, I go,
you know, when I go, I try to put myself
in a position to just it's all a service, it's

(54:54):
all giving back, it's all helping, it's all because that
stuff just comes back. Yeah, and that's the right thing
to do. I've met so many great people. So it's
like it's a great networking environment, a great way to
have an intimate conversation. Like I think some of the
major big conferences sometimes they get too big and it's
like hard to It's almost like, hey, I went to
this this big environment versus like I actually like when

(55:17):
I when I've left the let's call it more boutique
intimate conferences, I leave with a lot more meat, a
lot more yeah, you know, And so that was one
of the big takeaways for me.

Speaker 4 (55:29):
But but and you were there, you know, people.

Speaker 3 (55:33):
Are really Look, I'm vulnerable with my own story, right,
which wasn't all roses If people think everything's perceived in
my life, wasn't that? And I've worked really hard to
get here. I tell a lot on one hundredth episode
of my podcast. But people share, you know, they share,
they share openly and vulnerably, and we're all facing very

(55:54):
similar things. So people become friends. They're right, they're talking
to each other. It's just it's so great. Uh, it's
just so great. Like it just it feeds my soul truly,
And I appreciate your support so much and really the
opportunity to have you there to you know, contribute. I
have utmost admiration and respect for you and what you've done.

(56:14):
And you know, I would yeah, invite people to to.

Speaker 4 (56:18):
Come in either July or December.

Speaker 2 (56:20):
Yeah, absolutely, I mean, so I'll leave it at that.
I know you're super busy. I'm glad that you finally
have a little bit of time to stay at home
and slow and turns twelve and that's oh my gosh,
teenage years around the corner.

Speaker 3 (56:35):
I know you're the nuts, right, yeah right, we got
your shoes, right, we got.

Speaker 2 (56:42):
Yep, I got one hundred percent. So hey, guys, well
there you have it. Terry Ross here. Truly, just so
happy and in such a humbling experience to have her
on the show. Guys, So you guys got to connect
with her. Most of you may know her, some of
you may not. You can go to Terry Rossconsulting dot
com to find her site or shoot, all you got
to do is Google or she's all over the internet, guys.

(57:03):
Her Instagram's off the charts. She's got incredible content on there. Obviously,
have a podcast and a conference, and just has an
incredible background. And I'm honestly honored to have her as
a friend, as a and as a guest in the podcast.
So thank you so much for.

Speaker 3 (57:17):
Joining, Thank you Cam so much, and you guys truly,
if like I said, if this resonated, whether you work
with us privately or for us, you know DM Cam's
podcast Medical Millionaire, So I know it was you and
love to extend you know, special savings for you guys too.

Speaker 4 (57:32):
So thank you.

Speaker 3 (57:33):
Guys for tuning in and cam as always, dear friend,
I appreciate you so much and we will be right
rock and roll.

Speaker 4 (57:41):
Keep this going.

Speaker 2 (57:42):
I love it. And guys, if you found this this
particular episode valuable, do me a favor and share it.
Just share it with your colleagues, share it with your friends.
There is gold in the content that we put in
here that someone needs to hear. It could be a
provider of yours. It could be a friend that's opening
a practice. It could be a friend that's struggling. It
could be you know, somebody within your network, right Like,

(58:03):
that's my biggest ass to share it because somebody can
get value from the content and it will change your life.
So I'll leave it at that. Thank you so much.

Speaker 4 (58:12):
Hi, guys, take care, Happy injecting.

Speaker 2 (58:16):
Thanks for tuning in to Medical Millionaire.

Speaker 1 (58:19):
Every week, we're here to help you transform your practice
into a thriving, profitable venture, covering everything from marketing and
patient bookings to mindset, workflow, automation, and beyond, whether you're
just starting out, scaling up, optimizing operations, or planning your
exit strategy, This podcast is your go to resource for

(58:40):
success in the medical aesthetics industry. It's time to supercharge
your practice and take action today. Share this episode with
a fellow entrepreneur, Rate the show, and don't forget to
click the link in the show notes to access powerful
tools and expert guidance at get dot Growth ninety nine
dot com MM and make sure to tune

Speaker 2 (59:02):
Into the next episode of Medical Millionaire