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EP 445: Rising Costs, Shrinking Margins: Smart Strategies for Spa Owners Navigating Inflation

📢 Feeling squeezed by rising supply and payroll costs? You’re not alone. This week on Spa Marketing Made Easy, we unpack why inflation doesn’t have to be a crisis—it can be your spa’s turning point.

In this episode, you’ll learn how to:

  1. Know Your Numbers – Build clarity around cost-per-treatment, client acquisition cost, and annual spend-per-client to unlock decision-making power.
  2. Adjust Pricing Intentionally – Learn pricing psychology, expect some attrition, and replace lower-value clients with those who are aligned with your offerings.
  3. Leverage Memberships – Discover how $10K+ per month in recurring revenue gives you the cushion to lead as a CEO, not a provider.
  4. Cut Costs Without Cutting Experience – Audit expenses, simplify your service menu, and boost efficiency without losing your brand’s feel.
  5. Empower Your Team – Teach your staff to confidently use ai in different aspects of the business. 

💡 Bonus mindset shift: Reframe inflation as an invitation to become clearer, bolder, and more intentional in your leadership.

🎧 Don’t miss this episode if you’re ready to step into positioned leadership and grow even during economic uncertainty.

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LINKEDIN / @addoaesthetics

ABOUT THE SPA MARKETING MADE EASY HOST 

About Your Host, Daniela Woerner

Daniela Woerner is the founder and CEO of Addo Aesthetics, a leading community for aesthetic professionals, and the creator of the Growth Factor® Framework—a proven system that has helped 582 six- and seven-figure spa owners scale their businesses with strategy and systems.

With nearly two decades in the aesthetics industry, Daniela has trained alongside top physician-dispensed brands, consulted with leading dermatologists, and helped thousands of spa professionals streamline their operations and maximize profitability.

Her mission? To transform overworked aestheticians into Spa CEOs—building a business and life they love with the strategic systems needed for long-term financial growth.

As the host of the Spa Marketing Made Easy podcast, Daniela brings expert insights, real-world strategies, and in-depth conversations to help spa owners elevate their marketing, optimize their operations, and create sustainable success. With over 400 published episodes, 1 million+ downloads, and a ranking in the top 1% of all podcasts worldwide, Spa Marketing Made Easy is the go-to resource for spa and aesthetic professionals looking to level up.

Tune in each week for actionable strategies, expert interviews, and inspiration to help you build a thriving, systemized, and scalable spa business!

All right, my dears, welcome to the Spa Marketing Made Easy podcast.

I am Daniela, and today we are diving into a topic that I know is on your mind right now, and that is rising cost. So we actually put a poll inside of the Spa Marketing Made Easy Facebook group. If you’re not in there, go join in there. And we said, hey, what do you want us to do some content about? We’re looking at our editorial calendar, and this came up with the highest percent of votes. So how are we going to cut costs without cutting the experience? And we’re seeing right now from skincare to shipping fees to payroll, everything in between, everything that it takes to operate your business. Inflation is touching every single corner of our industry, and it’s not just our industry.

So normally, we will see brands increase prices sometimes, sometime between October and January, and that’s normal, right? You are expected to get a letter from your skincare vendor that says, hey, you know, here is the, you know, updated menu of or product listings and updated prices. It’s usually between two to 5% it is a small increase. And in fact, it’s actually a smart business move that you should be doing as well. All businesses should be increasing their prices by two to 5% every single year in order to keep up with inflation.

But what’s different about this year, this year, in just the past couple of months, and as I’m recording this, it’s mid July, and in the past couple of months, we have seen some pretty big brands increase their prices mid year. So this is because of inflation, this is because of tariffs, right? This is because of the supply chain issues. There’s a lot of things going on in our world where that’s causing these prices to go up. I’m curious if the prices are going to go up additionally in the normal time frame. So we’ll have to wait and see for that.

I know it can feel overwhelming, right? It feels like, Oh my gosh. I feel like I’m just constantly chasing expenses, but I’m afraid to raise prices because I don’t want to lose my clients, and it’s so much harder to get clients on the books these days, right? So I was actually on a coaching call last week with one of the gals in our growth factor beta program, and she had already increased her prices three times this year, and when we were looking at her number, she actually did need to increase her prices again. It was going to be really challenging for her to support her business without getting her prices to the place that they needed to be to cover her expenses. That’s hard, right? I’m not gonna be here and pretend like it’s easy.

There’s a lot of challenging things going on in this kind of constricting market, but my goal for you by the end of this episode is to have clarity and confidence on how you navigate this market and the changes that we are going through by making a few strategic shifts.

Now, before we get into that, if I could ask you just a little favor, this is a it is a challenging time, and I would be so incredibly grateful if you would share this episode with a friend in the aesthetic space, maybe that means sharing it in a group or forwarding an email to your SD bestie, this moment in time is huge, and the more that we can help and support one another, the better.

This is different than a recession or an economic downturn. Again, we’ve got inflation, we’ve got economic and geopolitical uncertainty. We’ve got major shifts in consumer spending. We’ve got AI advancements at such a rapid pace, it feels like once we learn something, it’s already something new coming out.

There’s a lot going on, but, and this is a big but, this is a huge opportunity. I want you to see that this is an opportunity for the spa CEOs who choose to streamline their operations, to lower their operating cost, to build deeper relationships with their clients and to incorporate AI into their businesses. Businesses will close. There’s no sugarcoating that businesses will close. Many already have, but the ones that make it through are going to be more efficient, more profitable. They’re really going to thrive, and I want that for you.

Okay, so let’s go ahead and dive in. All right, so the first thing that I want to talk. Talk about is knowing your numbers. That is just when we’re looking at pricing, there’s no way that you can choose the appropriate price without knowing your numbers. Guessing is not a pricing strategy, okay?

So this means knowing your cost of treatment, and I mean on a granular level. So we’ve got to understand the profitability of the service so that we can truly know, is this service? Does it make sense for me to offer this in my business? We’ve got to understand client acquisition cost. So how much did it cost me to bring that new client in? You know, it can be one price from social ads, you know, that type of getting a new client from there, it can be another price from SEO. It can be another price from client referrals. It can be another price from strategic partnerships.

So we really want to understand which lead flow source is giving me the most cost-effective  way to get new clients in the door that alone can be absolutely huge on where you focus your marketing. Okay, they’re going to help you. These KPIs, key performance indicators are going to help you to make data-based decisions. And data is the Language of Business. Okay, we’ve got to be able to speak that language to be able to understand what our business is trying to tell us. All right, that’s going to help you make decisions from a place of power and not from this place of panic.

All right, segment section number two is going to be adjusting our prices intentionally. So once you know your numbers, and we’ve gone through on a granular level, we have this document called the cost of treatment and profitability tracker that we share with our students, and it essentially goes through and it’ll be like two pairs of gloves cost this four cotton rounds, eight, four by fours, two pumps of cleanser, like it’s breaking down everything that you’re using, so that you understand the true consumable cost of that service.

Once we know that we have a strategy that a formula of this is what, this is where we need your pricing to be. If this is what it costs you, this is the margin we’re looking for. Okay? And so we have a actual formula that we also couple with the experience that you are providing, right? There’s, there’s more than just the consumable cost that goes into it.

And I know that raising your prices can feel really scary. You’re thinking, What if I lose clients? You probably will. Okay. You can expect to lose 10 to 20% of clients when you raise prices, depending on how significant the change is, it’s one thing to raise prices five bucks. It’s one thing to raise prices 50 bucks. It’s one thing to raise prices 100 bucks. Okay, but here’s something that the spa CEO sees when she lets go of the people who are not willing to pay a higher price, she is creating space for a higher level client.

Okay, so there are absolutely price shoppers out there. That’s fine. There’s chains that do a great job of accommodating them. They are not your competitors. You are a high touch owner, operated local business, not a chain or franchise, okay, you’ve created an experience that delivers results that help clients feel seen, heard and cared for, and that has value. Now I’m not, you know, knocking on the franchises. I think there’s absolutely a place for them. I don’t, I just, I don’t see them as your competition. It’s a different business model.

Okay, so don’t set your prices based on what their prices are. Don’t do the same offers as them. Do the thing that makes sense for you. Okay, so whether you’re updating your menu or introducing a membership, be intentional. Use strategic price points. So there’s a real psychology between behind ending in a nine or in a seven. Just Google why prices are always 99 or 97 and clearly command communicate the value that they are getting.

All right? And remember, if you have not raised your prices in the past year you are absorbing that cost of inflation, your profit margin is going down. So it is time for a change, my friend.

All right, next up, let’s talk about memberships. Okay, and this is something that I’ve actually kind of changed my tune to in the past year. So I used to suggest memberships. I’ve always suggested memberships, but I also felt that there were certain spas that could be fine without them, right? But after the past year, I really changed my approach, and I genuinely believe that all spas, all spas, should have a minimum 10k per month in recurring revenue coming in through memberships.

I just think you lead in a different way as the CEO. If at the start of the month you already know that you have $10,000 coming in, it helps you also to step into the role of CEO, which kind of breaks that cycle that a lot of the spa owners that we work with, I see them in.

So there’s this point, and I’ve talked about this point so many times before when I talk about spa managers, but if you are stuck somewhere between 25,000–30,000 or 35,000 per month, and you’ve just kind of been there for a while. I’m talking to you, okay? This is the point where you really need a spa manager. But you may still need to be developing your leadership skills. You may still need to have a deeper understanding of what it is that the CEO is actually doing.

I can’t tell you how many times I’ve heard incredible women, incredible successful women, but they are just so burnt out, and they’re saying, “I don’t feel like I’m working if I’m not in the room.” And that is a vicious and dangerous cycle to be in, okay, because you cannot lead your business from an overworked and overwhelmed place.

And a CEO is someone who is the visionary of the business, who’s looking five years out, who’s making the strategic decisions about where you want this business to go. Okay, we’re not in the business all day, every day, the CEO is working on the business. Really. Big distinction.

Okay, so memberships are really the starting point that allows that CEO that’s at the 25 to 35,000 per month, that you’re just kind of stuck there when you know that you have at least 10,000 a month coming in and recurring revenue, you can, you can kind of let your shoulders drop a little bit. You can breathe a little bit more, and maybe you start by taking a half day, even that you’re fully dedicated to CEO work, okay? And then eventually we’ll get you to one day and to two days and to three days, and really get you to start to understand what that role takes, and what it entails, and what activities you are going to be doing so that you can work on the business rather than in it.

Okay. Okay, here’s the deal, though. Memberships are only going to work if they are structured strategically, and so we’ve got to make sure that it makes sense in all of our messaging and where we’re positioning it, where we’re placing it, whether it is a front end membership or a back end membership.

So what I mean by that, if it’s a front end membership, it’s something that you’re leading with. You want everyone when they come into your spa, that’s the first thing that you’re going to be offering them or letting them know about. If it’s a back end membership — I see this a lot with, like, Face Reality accounts where they’re doing acne or acne boot camps, and they’re focusing specifically on, like, a customized package to help this individual get clear skin, and then they’re selling them a membership on the back end for maintenance.

Okay? So you’ve got to understand is this front end or back end? You’ve got to understand that your marketing needs to be front and center. Memberships are not a set it and forget it type of thing. You’ve got to be constantly talking about them, nurturing them. There’s a lot that goes into it.

Right? When it comes to the KPIs, we’ve got to understand churn rate. We’ve got to track your member behavior. We’ve got to make sure that we’re re-engaging your members before they cancel, which we understand through kind of our churn rate. When we’re tracking that, we create client journeys for our memberships. There’s all these little touches that really go a long way.

Okay, so let’s move on to the next section here, and that is talking about cutting costs without cutting the experience. So of course, we want to increase revenue, right? But we’ve also got to be really smart about reducing waste. So I want you to audit your expenses.

So are there any subscriptions that you are not using? Can you negotiate with your vendors? Are there opportunities where it would make sense for you to buy in bulk?

In the treatment room, I want you to simplify. Run reports and look at, you know, what are the 20% of services that are generating 80% of the revenue? You don’t need to have 30 different services on your menu. I want you to focus on what is profitable and easy to train your team on.

Okay? We want to look at ways to streamline without compromising the client’s experience, because ultimately, how they feel is incredibly important to their overall experience. They of course, want results, right? But we want to make sure that there’s this component of self-care and connection and relaxation, all while getting a really beautiful clinical result.

Okay, so I want to share a story with you about something that we did in our company over the past year, and I think that this can really help you to understand how to cut costs in a different way than just like how we would in a recession, which is what I just kind of shared.

Like, when we’re going through a recession, which historically happens every 10 to 12 years, if you’re in business long enough, you will go through one. And when we go through those moments, we’re refining our systems. We’re really analyzing what we’re going to spend our time on, what’s a nice to have versus a need to have, auditing all of the expenses, etc.

What we’re going through right now, or what we just did in the past year — because it was about a year ago that I really just dove kind of head first into the AI world and restructured a lot of our business — our company’s really gone through a lot of shifts and changes in the past year.

And one of the things that we really focused on were the softwares that we were using. And not just “Can I negotiate prices?” but “Is this the right software for me?”

And we used a software — we had been using a software called Ontraport — and it’s a really great funnel software. I don’t have anything bad to say about it, but we started using it about eight years ago, and at the time, that was the best thing on the market. That was the best thing available to us. And we were kind of following the philosophy of, if it’s not broke, don’t fix it, right? And so we wanted to just leave it there, because, as you know, if you’ve ever switched softwares, you understand the pain factor that goes into that, right? Like, there’s a lot, it’s a big project to kind of add in.

So we were just focusing on creating our content and working with our clients, and, you know, all of that type of stuff. And we hadn’t really done a deep dive into the softwares we were using and why we were using them. So over the course of the past year, I have researched other companies. I’ve looked at the companies that we are working with. I made sure that we were on the appropriate plans for all of the softwares that we actually were using.

We call this like our tech stack, and went through and I changed softwares. We got rid of Ontraport and found something better that was a 10th of the cost that actually has probably 10 times the bells and whistles of what we’re capable to do and how to do it in a really easy manner.

We adapted our Monday boards — we’re big fans of monday.com as our project management software — but we were able to use them in a more efficient way. We got rid of a podcast software that we use called Podscribe. We got rid of our social schedulers, and we’re scheduling directly in the platform.

There’s a lot of different things that we did that, all in all, ended up saving about $10,000 a year by going through and doing that. $10,000 a year. That is huge.

And I’ve been actually talking to our Growth Factor students about this McKinsey report. A lot of you, if you’re in Growth Factor, I’m sorry. I’m sorry, I’m going to talk about it again, but I read this report by McKinsey, and McKinsey is one of the big three consulting firms, if you’re not familiar with who they are, but they put out this report, and it was about AI integration into the world in general, into small businesses.

And so it was saying that in 2023 about 25% of companies had adopted AI into their operations. And by 2026, 40 to 45% of small businesses will have adopted AI into their businesses, and those 40 to 45% of people will reduce their administrative and HR time by 20 to 30%.

So because we are automating tasks or having AI agents do those tasks for us, we’re able to get 20 to 30% of our time back. Now, the other piece here is that we’re actually able additionally to reduce payroll cost by 25% — those who are incorporating AI.

How do you do that? Well, look at your marketing teams. Look at — you know — unfortunately the marketing industry, there’s a lot of people that will be out of work unless they adapt, right? Because you have to understand how to use AI. But AI can write your social posts for you. They can write your email nurture sequences. They can write your landing page copy. They can do all of these things for you.

So if you’re a spa that’s paying $1500, $2500, $3500 a month for a marketing company, you can get rid of that expense if you know how to use AI appropriately. And that can be huge when we’re looking at month over month over month.

Okay, so when we’re looking at cutting costs, yes, absolutely. You can look at your back bar. You can look at — I know a lot of people that are doing some of the specialty facials, like HydraFacial practices will actually incorporate the boosters. And those boosters, it’s not like a one size fits all. You can’t just put one booster. There has to be like a clear understanding. There has to be a clear price point for those because some of those boosters are very expensive, and it’s fine to use them if there’s an additional upcharge, but if you’re incorporating that into the consumable cost of treatment, man, that’s gonna bite you in the butt.

Okay, so empowering your team. One of the things that we also did in the past — well, I would like to say in the past year, but this was actually a growth opportunity for me. So I realized that I had been diving in to AI in a huge way. And I’d been telling my team, “Yeah, use AI. Use AI for this,” but I wasn’t teaching them how to use it in the same way that I was using it.

And that became clear actually earlier in this year, and I realized that, and I said, “Okay, no, I’m gonna teach my team how I’m using it so that they can feel empowered.” And by doing this, like our goal across the board, I’m expecting 5x productivity from everybody on my team, including myself, because we have the support of AI.

So if you’re going to — and this is something also that’s very, very powerful — your front desk can now be your marketing person, right? If they know how to use AI, if you put the time in to create custom chatbots, it’s as simple as copy and paste, right? I mean, that can be a whole other episode, but there’s just some really, really incredible things that you can do with AI and with these agents that we’re seeing.

Okay? I want you to reframe inflation as an opportunity. Okay? And this is a mindset shift. This really is. Inflation is an invitation to be clearer, to be bolder, to show up for your clients in a more intentional way. It’s an invitation. It’s a gift to help you really become a foundationally stronger, a fundamentally stronger business, a better leader, a better communicator.

There’s — you know that quote, “The only constant is change” — and in entrepreneurship, we’re always having to change and adapt to what the market is telling us, right? Client behavior is changing, so we have to adapt to that. Really focus on streamlining, on refining, on shifting or pivoting, if that’s what you need to do to make sure that you are focusing on the relationship, the needs of your clients, okay? That is going to be hugely, hugely important.

All right, so that is it for today’s episode. I hope you enjoyed it. I hope you got some like, “Aha” moments, some ideas of things that you can start to implement in your business.

Let me just do a quick recap here. I’m just gonna check my notes real quick. So we started off with knowing your numbers, and specifically spoke about cost of treatment, the client acquisition cost, and the average spend that your client does per year. Those are going to be really important KPIs.

We want you to adjust your pricing intentionally based off of those numbers that you caught for yourself.

We want you to really leverage memberships and understand how to incorporate memberships into your spa.

We want you to incorporate AI into not only your administrative HR, even with your numbers — really incorporating AI into those operational aspects of your business, and also empower your team to incorporate AI, but make sure that you’re teaching them how to use it in the same way that you are.

And then mindset is — reframe inflation as an opportunity. Okay? Mindset is such a huge, huge, huge thing.

There are still clients spending money. I know several spas that are having the best year that they have had. Okay? Clients are just spending more intentionally, more carefully.

All right, so just make sure that you’re positioning yourself as someone who wants to build a relationship with them, who wants to serve them in a beautiful way.

All right, so that is it for today. Please share this episode with a friend, and I appreciate you so, so much. I’ll catch you on the next episode.

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EP 437: What If Failure Isn’t the End – But the Beginning?

📢 What if your last “failure” was actually your biggest growth opportunity?

In this solo episode of Spa Marketing Made Easy, Daniela shares a personal (and unexpectedly relatable) story from her birthday weekend—plus the mindset shift every spa CEO needs when things don’t go as planned.

Whether it’s a failed launch, a flaky client, or a team issue that caught you off guard—this episode will help you reframe how you think about “flops” and see them as stepping stones, not stop signs.

You’ll learn why we need to separate what happened from who we are—and how to keep moving forward with clarity, courage, and a little less drama.

Resources Mentioned in Episode #437:  What If Failure Isn’t the End—But the Beginning?

  • Worthy by Jamie Kern Lima
  • Sara Blakely’s “What did you fail at today?” practice

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IG / @addoaesthetics

WEB / addoaesthetics.com

YOUTUBE / @addoaesthetics

LINKEDIN / @addoaesthetics

ABOUT THE SPA MARKETING MADE EASY HOST 

About Your Host, Daniela Woerner

Daniela Woerner is the founder and CEO of Addo Aesthetics, a leading community for aesthetic professionals, and the creator of the Growth Factor® Framework—a proven system that has helped 582 six- and seven-figure spa owners scale their businesses with strategy and systems.

With nearly two decades in the aesthetics industry, Daniela has trained alongside top physician-dispensed brands, consulted with leading dermatologists, and helped thousands of spa professionals streamline their operations and maximize profitability.

Her mission? To transform overworked aestheticians into Spa CEOs—building a business and life they love with the strategic systems needed for long-term financial growth.

As the host of the Spa Marketing Made Easy podcast, Daniela brings expert insights, real-world strategies, and in-depth conversations to help spa owners elevate their marketing, optimize their operations, and create sustainable success. With over 400 published episodes, 1 million+ downloads, and a ranking in the top 1% of all podcasts worldwide, Spa Marketing Made Easy is the go-to resource for spa and aesthetic professionals looking to level up.

Tune in each week for actionable strategies, expert interviews, and inspiration to help you build a thriving, systemized, and scalable spa business!

Welcome to Spa Marketing Made Easy. A podcast for spa owners who want to step up their leadership and business skills and step into the role as spa CEO. I’m your host. Daniela Woerner, CEO of Addo Aesthetics and Founder of the Growth Factor Framework Program, where we teach, coach and guide spa owners in scaling their spas to the next level of growth and unlocking freedom in their life and their business. I’m so glad you’re here now. Let’s dive into the show.

Hey Daniela here, and welcome back to the Spa Marketing Made Easy podcast. So I’ve got a story for you, and this is the story that you know, as I was researching and kind of reflecting on what I thought was going to be the best way to approach this episode, this story just kept coming up over and over and over again in my mind, and this is really going to resonate with you and be something that I believe that You need to hear if you are a type A action taker, you know, full of passion, pour your heart into everything, that type of person, if you have ever tried something and it fell flat, it is not fun. It is not a great experience.

If you’ve tried something in your spa, you’re dedicated to your spa. You’re dedicated to growing it. You’re dedicated to building it and creating this incredible both and lifestyle. And if you ever tried something that didn’t work, you feel so defeated. You feel just like a failure, really? And today, I want to talk about how we really reframe that and shift kind of the way that we’re thinking about ourselves when things don’t work as we think they’re supposed to.

So my birthday this year fell over a long weekend, which meant for the first time in a very long time, my family was going to have four uninterrupted days with very little on the calendar all together. There were no birthday parties, there were no swim lessons, just time at home, which felt so glorious because we are in a season right now. My kids are five and eight, and so there’s, I mean, the amount of birthday parties that are happening on the weekends, the amount of after activities, whether it’s karate belt testing or, you know, whatever they’re doing at the time. I just feel like we’re in this wonderfully chaotic season, I’m trying to, you know, really take in every moment of it and enjoy every moment of it, because I love five and eight, but we were home.

We’re doing a lot of house projects as well. And so it just felt so abundant and so glorious to have four days with nothing on the calendar, so I’m outside, and I’m working on clearing some brush to make sure that our fruit trees are getting as much sunlight as possible. And I’m also prepping the area for our chicken coop, because we’ve got baby chickens, I’m so excited they’re coming here in July, and I want their home to be just perfect. So nothing glamorous, but it was like exactly what I wanted to be doing, and it’s also really grounding for me. So if you’re into astrology at all, I have seven signs in air in my chart. So in order to truly ground myself, I literally have to stick my hands in the dirt. So, yes, so that’s why I love gardening so much. My husband Kyle, he’s an incredible baker. He is, for sure, the baker in the house, the one that does all the birthday cakes and all of that. He decided to use the time to make sourdough. Now, he was not like a somebody that was during COVID making sourdough, like so many people were, he actually discovered this process later, actually, thanks to Christy, and like most things that he takes on, he is really, really good at it.

But today, this time, over this the long weekend, the loaf stuck in the pan. It did not rise the way that it usually does, it came out looking like this dense, flat pancake. So hours of attention, hours of care, hours of timing, if you guys are like sourdough people, you know, everything that goes into it. I mean, we had timers all over the house because he had to do things that, you know, different time intervals to make sure everything was was right.

There’s a lot of effort that goes into this process. So he was frustrated and he was disappointed. And when he came outside, I could see just in his energy, I could see the frustration and the disappointment that he was just carrying around with him, but I didn’t know what was wrong. Wow. And you know, I’m out there clearing the brush, so he comes out with this just totally different energy than the vibe of the weekend. So I asked him, and you know, he told me about the sourdough, and I just had this moment where I was like, okay, nothing is a coincidence.

Just yesterday, I had finished a chapter in the book worthy by Jamie Kern Lima. Check that book out if you have not already. It’s a really great mindset book. She is sharing this story about Sarah Blakely, who’s the founder of Spanx, and at the dinner table, Sarah’s dad would ask her and her siblings to go around and say, What did you fail at today? And so, you know, my family does like a gratitude table, right? We, we call it the thankful game. So it’s we go around and we say something that we’re thankful for. And at this table, they are talking about things that they failed at. And the perspective, the reasoning behind this was, if you weren’t failing, you weren’t trying hard enough. So I want to say that again, if you’re not failing at something, you’re not trying hard enough, you’re not living big enough, you’re not putting yourself in the arena, right? Because failure is such a normal part of the process. It’s really more of an evolution.

So Kyle wasn’t failing at his bread. He was mid process. He was, you know, he had done so well at something. He was testing a new recipe, he was testing different things, and what he discovered was those tests didn’t work. So failure hits all of us differently when we put our heart into something, whether it is baking sourdough, or we’re launching a new treatment, or we’re starting our business. When we care about something deeply, it stings so much more. And as spa owners and entrepreneurs, our businesses often feel like extensions of ourselves. So when something doesn’t go the way that we planned, maybe the new service isn’t booking or the promotion that we just poured so much energy into gets nobody purchasing it, we don’t feel just disappointment deep down. We can feel shame, we can feel embarrassment, we can feel self-doubt. But here’s something that I want you to consider, what if the emotional weight is not a sign that you’re off track, but it’s just a sign that you’re actually doing the work that matters.

Failure feels personal, but most of the time it’s not. The sourdough didn’t flop because Kyle’s bad at baking. He’s amazing. He’s amazing, amazing at baking. It flopped because something was off in a starter, or something was off with the timing, probably not with all those timers, but something in the process, things that can be adjusted were off, and that’s why that loaf flopped so in your spa, if a client doesn’t book or a team member doesn’t work out, it’s not a reflection of your worth, it’s data, okay? And the more data that you have, the better decisions you can make next time. We don’t grow from perfection, okay? We grow from recalibrating our path. Failing does not make you a failure. It makes you brave. Makes you someone who’s out there, putting themselves out there, working to be the best version of themselves. And there’s nobody on this entire planet who’s at the top of their game who has not failed over and over and over again. Now, every successful spa owner that I’ve coached, the ones with thriving teams with six figure months, the ones that you admire, they have all had failures. The difference is that they didn’t let the failure define them. They used it to refine the process. They learned right? Everything is a win or a learn. A win or a learn, you are not the failed mini event. You are not the no show clients. You are not the treatment that didn’t perform as expected. You are the person learning, adjusting, trying again.

This is where the magic happens. Okay, when you can view failure not as a stop sign, but just as a speed bump. Everything shifts. Your promotion didn’t work. It taught you something about your messaging a client didn’t rebook. Maybe it revealed a gap in your client journey. Every time something doesn’t go as a plan, ask yourself. What is this here to teach me? When we’re in growth factor, we’re talking about data over drama. That is your feedback, okay? And feedback is gold when you’re building a business that lasts so today, in this very short episode, but I hope an episode that helps you to reframe, helps you to be inspired, helps you to be positive. I want to leave you with this. Do not be afraid to fail. Be afraid of not trying, of not putting yourself out there. Okay, go all in, make the thing, take the risk, and if it flops good, you’re one step closer to the version that rises beautifully. Because around here, we don’t measure success by perfection. We measure it by progress. All right, my friends, until next time, keep growing, keep learning, and remember the real failure is staying stuck. I’ll see you over in the Spa Marketing Made Easy Facebook group, feel free to tag me if you want to keep this conversation going.

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EP 436: Getting Out of the Treatment Room: Your Path from Overbooked Provider to Thriving Spa CEO

Getting Out of the Room Isn’t Optional—It’s Strategic

Let’s face it—you didn’t start your business to work 12 hours a day, skip lunch, and check client messages from bed.

In this episode of Spa Marketing Made Easy, I’m guiding you through the mindset, milestones, and strategies to shift from provider to CEO. Whether you’re drowning in solo overwhelm, burned by bad hires, or stuck as the main revenue driver despite having a team, I break down what’s actually holding you back—and what to do about it.

This is your permission slip (and blueprint) to stop doing it all and start leading your spa like a CEO.

What you’ll learn during this episode:

  • The 3 most common spa owner struggles when it comes to getting out of the treatment room
  • How to structure your schedule for hiring—even if you’re fully booked
  • Why hiring slowly (and firing fast) is essential to team growth
  • The importance of trust transfer and visibility for your new team members
  • What milestones to track as you stair-step your way out of client care

Resources Mentioned in Episode #436 –  Getting Out of the Treatment Room: Your Path from Overbooked Provider to Thriving Spa CEO

Download the FREE Checklist: Your Step-by-Step Guide to Getting Out of the Treatment Room

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IG / @addoaesthetics

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YOUTUBE / @addoaesthetics

LINKEDIN / @addoaesthetics

ABOUT THE SPA MARKETING MADE EASY HOST 

About Your Host, Daniela Woerner

Daniela Woerner is the founder and CEO of Addo Aesthetics, a leading community for aesthetic professionals, and the creator of the Growth Factor® Framework—a proven system that has helped 582 six- and seven-figure spa owners scale their businesses with strategy and systems.

With nearly two decades in the aesthetics industry, Daniela has trained alongside top physician-dispensed brands, consulted with leading dermatologists, and helped thousands of spa professionals streamline their operations and maximize profitability.

Her mission? To transform overworked aestheticians into Spa CEOs—building a business and life they love with the strategic systems needed for long-term financial growth.

As the host of the Spa Marketing Made Easy podcast, Daniela brings expert insights, real-world strategies, and in-depth conversations to help spa owners elevate their marketing, optimize their operations, and create sustainable success. With over 400 published episodes, 1 million+ downloads, and a ranking in the top 1% of all podcasts worldwide, Spa Marketing Made Easy is the go-to resource for spa and aesthetic professionals looking to level up.

Tune in each week for actionable strategies, expert interviews, and inspiration to help you build a thriving, systemized, and scalable spa business!

Welcome to Spa Marketing Made Easy, a podcast for spa owners who want to step up their leadership and business skills and step into the role as spa CEO. I’m your host. Daniela Woerner, CEO of Addo Aesthetics and Founder of the Growth Factor Framework Program, where we teach, coach and guide spa owners in scaling their spas to the next level of growth and unlocking freedom in their life and their business. I’m so glad you’re here now. Let’s dive into the show.

Hello beautiful,Daniela here, and welcome to the Spa Marketing Made Easy Podcast if you’re new here. This is a podcast created just for you the aesthetic professional looking to build a company, not just a really hard job for yourself. You’re not afraid of hard work, you just need the right tools, systems and community to make it sustainable. And today, I want to share one of those systems, a system for one of the most transformative shifts you can make in your business stepping out of the treatment room and into the role as spa CEO.

I know it sounds a little bit scary and maybe even impossible when you’re fully booked and barely have time for a lunch break, but if your goal is to build a business that pays you 100,000 plus annually without burning out or missing time with your family, then this shift is non negotiable. Now we have had over 1600 clients go through our various courses and programs, and getting out of the room is something that I’ve talked about extensively with all different types of providers, and what I’ve found is that there are three main categories that I see so many spa owners fall into when they’re stuck in the day to day grind of client care and really struggling to grow. So I want to go through each category with you, and then we’re going to talk about the step by step process to get yourself out of the room once you have a solid hire in place.

Okay, so let’s jump into category one, the solo drowning in overwhelm. You’re booked solid. You eat between clients, if you eat at all. Hiring feels like a pipe dream, because where on earth would you even find the time? Well, here’s the first step. You want to start with a time audit. I know you’re type A you thrive on structure, so for the next week, I want you to keep track of everything that you do, from the time you wake up to the time you go to bed. Why? Because I know that you’re checking social media messages before your feet hit the floor. I know you’re responding to client text after dinner and making sure that the email inbox is checked before you go to bed. That is exhausting and not sustainable.

 

You need to be balanced so that you can provide the best quality service to your clients. So will the time tracker feel like one more thing to do? Yes, but it’s going to give you so much information that we desperately need in order to clean up and structure your schedule. So then I want you to block off time on your calendar. Now, even if it’s three months out to begin the hiring process. So you’re going to look at when you start to have gaps on your schedule, and you’re going to block it just like it’s an appointment, but it’s an appointment for yourself to dedicate time to the hiring process. Okay? So you need time to write the job descriptions, to interview and to train the new role and listen. You don’t have to jump straight into hiring a provider. You can start with a virtual assistant so you can offload admin tasks like emails, scheduling social media. That’s going to free up your brain space and lay the groundwork for a successful hiring process later. Now, remember, you are in this for the long haul, so give yourself the time and space now that will save you time and money in the long run.

Okay, now let’s jump into Category Two, the burned by bad hire spa owner, so you’ve tried to hire maybe more than once, but they either quit within six months, maybe even six weeks, or they demanded a compensation package that was just so far out of alignment with what is even possible in your business or in our industry in general. And I get how frustrating that is. It’s devastating to pour your time and energy into training someone who doesn’t stick around. And unfortunately, I’ve had to coach numerous spa CEOs going through this process.

This is why refining your hiring process is essential. I want you to write this mantra down, put it on a post it, put it on your bathroom mirror. Grab a. Your erase marker on your mirror. Whatever you want to do. Hire. Slow, fire, fast. Okay, we want to set clear job descriptions, and this is something that you can even have. ChatGPT help you to do. If you’re not using ChatGPT in your business, you better jump on that train, because it is not going anywhere. You also want to have a very structured onboarding and training plan. Okay, so we recommend a two week training process before they ever see clients. Okay, week one, we’re going to have all of the processes the traditional ways of learning. So what are the opening and closing procedures? What is the software that you’re using on the front desk. What are the policies of your practice? What are the product lines that you carry? These types of things that you’re either having a rep come in to train you’re watching videos, you’re doing webinars, whatever that process is, the traditional way of learning that’s going to happen week one, week two for your provider is going to be actually performing the services that you offer on models to ensure that they’re in alignment with, number one, the quality of services and number two, the time standards of your spa Time is money. And if you have a provider that can do the service, great, but it takes her an extra 15 or even 30 minutes that is eating into your profit margin in a huge way.

Okay, so you’ve got to make sure that you are available and checking in with them regularly, meaning at least one to two times a week during their first 90 days, these new hires need a strong leader, and that means showing up consistently to support them and asking the right questions, where are you winning this week? Where are you struggling? What can I do to support you? Okay, it’s normal to see a spa owner go through three, four, even five, hires before they get it right for a particular role. Now the good news is, is once you go through that each subsequent role is much easier, right? So you’re gonna go through 2345, providers before you get it right. But then once you have that provider role dialed in, it’s much easier to get the right person after that. So you are still growing as a leader. You are still learning what you need and what your communication style is, and this takes time.

 

That’s a big part of the reason why we see leaders go through 2345, hires before they get it right. A lot of it is them understanding what they need and really getting clear on their core values and the culture of the company. Okay, now let’s move on to category number three. This is the spa owner with a great team, but they’re still the main earner. Okay, so you’ve hired and you actually like the provider. They’re skilled, they’re aligned, a good culture fit, but here’s the kicker, you’re still generating 80% of the revenue, and you have an additional payroll cost, not a great thing.

So what are you do? It is time to redirect client flow. All new clients need to go to the new provider. No exceptions, run monthly specials featuring their services, market them like crazy on your social media platforms, so that they become familiar to your audience. As a spa CEO, it is your job to get your providers busy. It is their job to retain those clients that you brought in the door. Okay, so what we’re essentially doing is a trust transfer. We’re building trust with your practice, rather than with an individual provider.

Okay, I’m going to say that again, because I think this is really important. When we are marketing and building our brand, we’re building the brand of our spa, and we are attracting clients or patients of a particular spa, not building a relationship that’s only with a specific provider that is going to be a really, really important piece of growing a long term sustainable brand. So we’ve got to build the trust online with the practice, rather than individual provider. Now here’s one kind of caveat that I see a lot with nurses in particular. So oftentimes a nurse will be in the room and she’s going to primarily focus on injection. She’ll do another a few other things kind of sprinkled in there, but her bread and butter is toxin filler, so when she hires, she’s like, Oh, well, I need an aesthetician, because we have all this area to support around facials and peels and micro needling. And when you do that like I get the concept. I get the idea.

Idea of really wanting to optimize the different services that you offer, but you’re kind of comparing apples to oranges here, because if you’re full and you cut down a day, we need somewhere for those injection patients to go. So we want to make sure that if your ultimate goal is to get out of the room, we need to hire a provider that can take the patients that you are seeing and carry them for you as you work to get out of the room. Okay, if instead, you’re just optimizing to build a team of estheticians that can support your patients in other services, great, but that’s not going to get you out of the room. Okay? So, I mean, yes, perhaps the nurse could pass off microneedling and could slow down and say the I’m working this many days and I’m only seeing injection patients.

All other services go to the aesthetician, either way, eventually she will need to hire a nurse who can absorb those injection patients. Okay, so make it your goal as the CEO to make your team better than you. It’s kind of a death of the ego, because it feels good when our patients are like, Oh, but you have such a deep relationship and they only want to see you. That feeds our ego, but we’ve got to focus on making our team better than us pour into them professionally and as humans, because a strong team makes for an unstoppable company. Okay? So now that we’ve identified the three categories that I see most and addressed kind of the direction that you go in depending on the category that you’re in, we’re going to shift into milestones and mindset. So when we’re talking about milestones and mindset, we’re going to be looking at all right, your provider now is generating income, and now we’ve got to calculate your spa CEO milestones. So what revenue needs to come in to cover your operational costs and to replace your own income?

This is where we’re going to map out your exit strategy from the room, which is, on average, going to take anywhere between six months to a year. Okay? We don’t want it to take longer than a year, unless there’s some really intentional reason that you are doing that, but it’s the goal is somewhere between six months to a year to get you out of the room. So to get clear on your milestones, if you work four days a week, how much does your provider need to generate for you to drop to three.

That is milestone one, then we’re gonna stair step our way down until you’re completely out or working just one day a week, if you still love being in the room. I did a post on Instagram not too long ago and was talking about getting out of the room, and some people were saying, but I love being in the room. I want you to do what you love. I think that that’s very important. But I also believe that it’s extremely important your company needs a CEO. So if you are in the room four days a week, who is actually driving the ship? Okay? So there will be a dip. I don’t want to sugar coat it.

There’s almost always a dip. When the owner gets out of the room, you may lose some regulars. This is normal. But here’s the question I want you to ask yourself, if you say yes to staying in the room, what are you saying no to? If you say yes to staying in the room, what are you saying no to? Because staying in the room often means saying no to building a scalable, sustainable business that you really want, one that allows you to go on vacation and not worry that there’s not cash coming in, one that allows you to slow down and spend time in the summer with your kids. One that allows you to earn a take home pay that you never even knew was possible for you.

So my challenge to you this week, I want you to identify what category you’re in, and I want you to commit to taking just one aligned action, whether it’s scheduling a time audit, rewriting your job descriptions or crafting a marketing push for your new provider, just one step forward is all it takes, little by little. Now we’ve got a checklist for you, because who doesn’t love a checklist? You can download it below this episode, and it’s going to help you move through this process. I believe in you. I know you can do this, and if you need. Additional support, I want to invite you to join us over in the spa marketing Made Easy Facebook group or just send us a DM on Instagram. Okay, my dear, until next time I am cheering you on, as always you.

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EP 420: Building Strong Relationships with Your Vendors with Danielle Cobo

Here on Spa Marketing Made Easy, we’ve had numerous episodes covering the topics of building and nurturing client relationships, using events to draw in new clientele and provide exciting opportunities for existing clients to try new treatments and products, as well as how to select aligned products and partners, but diving into nurturing those vendor and partner relationships is something we’ve yet to cover in a dedicated episode. That’s why I’m so thrilled to have Danielle Cobo joining me on the mic for this episode, as she’s a rockstar at helping both Spa CEOs and aesthetic vendors go deep so they can build relationships that spur incredible results. 

With over 15 years of corporate experience, including 7 years leading a high-performing team for one of the top Medical Aesthetic companies in the world, Danielle knows how to increase sales, productivity, and employee retention. Through keynote speeches, corporate programs, and one-on-one coaching, Danielle has taught thousands of people how to achieve their career goals with unstoppable confidence and live their best lives. 

She’s also the best-selling author of Unstoppable Grit: Break Through the 7 Roadblocks Standing Between You and Achieving Your Goals, a mom to thrill-seeking 7-year-old twin boys, and a military spouse. From her professional prowess to her personal drive, she has a wealth of knowledge to share that I know will leave you feeling inspired and empowered as you work to grow and scale this year. 

What you’ll learn during this episode:

  • Why it’s critical to understand the perspective of your vendor partners, so you know how to leverage their skills and resources best 
  • Key activities that help to make partnerships a supportive relationship that garners the best results 
  • How to align your needs as a spa owner with the nature of your vendor’s role and understanding whether they’re a brand rep, consultant, etc. 
  • Danielle’s tips for setting expectations and fostering a space for clear communication, as well as how to work together with your vendors to reach goals throughout the year

Resources Mentioned in Episode #420: Building Strong Relationships with Your Vendors with Danielle Cobo

  • Learn more about Danielle and her work on her website: www.DanielleCobo.com
  • Connect with Danielle Cobo on LinkedIn, Facebook, Instagram, and YouTube
  • Read Danielle’s book, “Unstoppable Grit: Break Through the 7 Roadblocks Standing Between You and Achieving Your Goals”
  • Tune in to the Unstoppable Grit Podcast with Danielle Cobo

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WANT MORE FROM ADDO AESTHETICS?

Take just 5 minutes and find out YOUR biggest area of opportunity by taking my FREE Spa Business Assessment here → scorecard.addoaesthetics.com/

Join the Growth Factor® Fundamentals, an association dedicated to empowering women and strengthening their community by helping aesthetic professionals build meaningful connections with one another and fostering support and guidance to create businesses that align with the lives they love → https://offer.addoaesthetics.com/growth-factor-fundamentals

About Your Host, Daniela Woerner

Daniela Woerner is the founder of Growth Factor® Fundamentals, a leading spa association for aesthetic professionals, and the creator of the Growth Factor® Framework—a proven system that has helped 582 six- and seven-figure spa owners scale their businesses with strategy and systems.

With nearly two decades in the aesthetics industry, Daniela has trained alongside top physician-dispensed brands, consulted with leading dermatologists, and helped thousands of spa professionals streamline their operations and maximize profitability.

Her mission? To transform overworked aestheticians into Spa CEOs—building a business and life they love with the strategic systems needed for long-term financial growth.

As the host of the Spa Marketing Made Easy podcast, Daniela brings expert insights, real-world strategies, and in-depth conversations to help spa owners elevate their marketing, optimize their operations, and create sustainable success. With over 400 published episodes, 1 million+ downloads, and a ranking in the top 1% of all podcasts worldwide, Spa Marketing Made Easy is the go-to resource for spa and aesthetic professionals looking to level up.

Tune in each week for actionable strategies, expert interviews, and inspiration to help you build a thriving, systemized, and scalable spa business!

 

Welcome to Spa Marketing Made Easy,  a podcast for spa owners who want to step up their leadership and business skills and step into the role as spa CEO. I’m your host. Daniela Woerner, CEO of Addo Aesthetics and founder of the Growth Factor® Framework Program, where we teach, coach and guide spa owners in scaling their spas to the next level of growth and unlocking freedom in their life and their business. I’m so glad you’re here now. Let’s dive into the show. Relationships make the world go round, and when we’re looking at business relationships, the ones that you have with your vendors and reps can be absolutely essential for the success of your spa. That’s why I was so excited to welcome Danielle Cobo to the show to dive into this topic and discuss how we can look at these relationships and understand the best way forward to create a win, win, win for the rep, the practice and, of course, the patient. Now we absolutely went off topic and talked about a variety of other things. It’s a really great conversation of fun.

Listen. I hope you enjoy it, and I hope that you get Danielle’s book, unstoppable grit. Break through the seven roadblocks of standing seven roadblocks standing between you and achieving your goals. All right, I’m going to do a quick read of her bio, and then we’ll play that interview with over 15 years of corporate experience, including seven years leading a high performing team for one of the top medical esthetic companies in the world.

Our guest, Danielle Cobo knows how to increase sales, productivity and employee retention through keynote speeches, corporate programs and one on one coaching, Danielle has taught 1000s of people how to achieve their career goals with unstoppable confidence and live their best lives. Danielle is the best selling author of unstoppable grit break through the seven roadblocks standing between you and achieving your goals. She’s also a mother to thrill seeking seven year old twin boys and a military spouse. All right, she’s an incredible woman. Make sure you get her book and follow her on LinkedIn. And let’s go ahead and play that interview.

All right. Danielle, welcome to the Spa Marketing Made Easy Podcast. I’m so excited to have you on here. I’m so glad you reached out. I love seeing all of your content on LinkedIn. You are just really knocking it out of the park when it comes to leadership. You’ve got a book called Grit, which I love. You know it’s you are speaking my love language. So I’m so happy to have you on the show today to talk to our listeners. Welcome. Well, thank you so much for having me on the show. Anytime that I get to speak to the Aesthetic industry, it always excites me, because that’s where my passion, that’s where my background comes from.

Tell us a little bit about your background. So how did you I know it’s we were just talking pre show and found some some overlaps. And that’s one of the things about this industry, is that when you are in it long enough, you are bound to have connections and overlaps, and that is why relationships are such an important piece in anything that you do, but in our industry especially, so tell us a little bit about your background and how you got into what you’re doing today. Yeah.

So I started in dental sales. So I worked in dental sales for five and a half years, selling capital equipment, selling practice management, software, digital imaging and cone beam CT scanning. And then I was actually recruited into esthetics. I wasn’t looking for a job, but a recruiter reached out to me, and I was recruited for a company called sold to medical so that’s where I really found my foundation in medical esthetics, selling non invasive body contouring, skin resurfacing lasers, and then transitioned into working for Allergan Aesthetics. So I worked for Allergan Aesthetics for over seven years. I was their senior regional sales manager, first starting in the Southern California area and then moving over to the southeast, where it led a team to number one in the nation, working in their topical esthetics division, so representing Skin Medica Latis as well as diamond glow. Wonderful.

Congratulations. And how did you transition into what you’re doing now? And tell us a little bit about that as well, because I want to, I want to give the full picture before we get into our topic of theday. Yes, so I had absolutely no intention in starting a business. I was actually the best one start. Yeah, exactly I was. So it was right after a series of life changing events that took place in 2020, 2020. Was the year for many of us, the year of change.

For me, within six months, my husband had just returned home from serving a year deployment in Iraq. While, at the time he was deployed, I was leading a team across five states. My twins were between the ages of one and a half and two and a half years old, and I was traveling every single week, so it was very demanding year.

But luckily, he came home and. Uh safely from Iraq. Then, uh, shortly after he returned from Iraq, my mom had passed away, and as I was grieving through the process and trying to cope with the loss of my mom, a week later, the pandemic hit shut the world down. And then the next event that took place was the company I was with was acquired by a larger pharmaceutical company, and the culture shifted. And so these series of events that took place within a six month period had me at a turning point in my life where I started to reflect back and look at, am I really happy? Am I doing what I want to do? What not so much focus in on the title and the awards and what success looks like to society, but more about what impact can I make, what is a legacy that I want to leave behind as I kind of go into the second half of my career.

And so I left the company I was with, and I started to post on LinkedIn, because I was like, well, I need to look at finding a job and and really developing my brand presence on LinkedIn, and then that posting trans into people reaching out to me, asking for coaching and consulting. And fast forward four years. Here I am. I’m doing exactly what I was meant to do, which is sales and development trainings for organizations, and also doing consulting as well.

Now, are you sticking just in the Aesthetic space, or do you you work outside of the Aesthetic space as well, right for the sales training and leadership training?Yes, I do work outside of this space. I’ve I’ve worked in everything from asphalt paving and milling to working in the veterinary sales but I would say majority of my work is in medical aesthetics. That’s definitely where my passion lies. And because I know the industry so well and it’s such a unique industry to be in, that’s kind of where I found my niche.

Yeah, well, I love it. I love it, all right.

So today we are really diving into this topic of how you build strong relationships with your product reps, with your with company reps, your vendors. And this is such an important thing for practice owners to know, because there’s any type of relationship is two sided, right? You’ve got to nurture relationships and you’ve got to find what that that point of connection is.

So if you are a skincare rep, then you know you obviously like you want this practice to grow because then they’re going to buy more things, and it’s it’s a wonderful it’s great for them, it’s great for their patients. It’s also great for you as the rep. But we also, I’ve heard both sides of the relationships. Sometimes accounts are not feeling supported, and then sometimes reps are feeling like all they’re doing is asking, so how do we how do we understand the dynamics of these relationships and really focus on how we can make them better and mutually beneficial? Because when you find that kind of harmonious ecosystem, it really can be a win win. For the practice, for the practice owner, for the rep, like it all just kind of gels much more cohesively.

Well, you had said something about the uniqueness of being able to see both sides. And I believe that the more we understand the perspective of each other, the vendors and the the accounts, the better we can understand how we can support each other.

Ultimately, I believe it’s a big mindset shift and understanding that ultimately everyone’s goal is to help drive revenue for the practice for the sales rep, we have the same goal. And when you think, let’s kind of look at the esthetic sales rep, okay, so they’re given a quota for them. Oftentimes, when I was hiring sales reps for our team, I would say 90% of our role is helping esthetic practices sell through the inventory that they have so that then we can go in and sell in new inventory.

So understanding that the pull through strategy is the most important part of that role. And if you have a sales rep, a vendor rep, who truly understands that, know that their purpose there is to help you grow and also understanding from a sales when you’re looking at your when you’re working with your vendors, understanding that they’re given a quota, and ultimately, there’s so many accounts that are driving sales that are going towards that quota, so they’re going to go where the business is.

So it really takes an understanding. What does that partner look like? Partnership look like for the esthetic practice? In for the vendor rep, so that you could come together, collaborate and support each other.

Yeah, I think that’s important. And I what I noticed sometimes, though, and and there was one particular company, I’m not going to name any names, but there, there was one particular company where their stance was, if you haven’t sold X amount of dollars, we’re just not going to show up at your event. And it was a very it was a six figure amount, and that was really off putting for a lot of spa owners, because they’re saying, Hey, we’re investing a lot of money into this equipment, and we’re not receiving any type of support like we would love to get to that amount of revenue.

Please help us so with your experience, you know on and I know you have that unique perspective now that you’ve stepped into the consulting role and you’ve worked with practices, how do you manage a situation like that? Is it? How do you get on the same page?

Is that a cultural thing with the company? Is that a relationship with the rep when, when there’s these, when you’re looking for support as a practice, and you’re just told we can’t help you unless we get to this level?Yeah. So I definitely do not agree with that stance for that particular organization. I do agree and understand so understanding the perspective of the sales reps, and especially when it comes to we call it event season. So an event season, typically between October and December is when most practices are hosting their holiday events or patient appreciation events.

And so one of the challenges that the sales reps run into is they’re being pulled in a lot of different directions. So here they are having the responsibility of the during the day to be going out, doing trainings, to do business meetings with their offices, and then at night, or even on the weekends, they’re being asked to do these events, and it can burn these sales reps out, which is really challenging.

I feel like that is oftentimes what I hear. The number one complaint is, I’m just exhausted. I’m overwhelmed. I’m being pulled in a bunch of different directions. And so the guidance to the sales rep is, is really partner with the offices that are going to partner with you as well. And why is that valuable for the practices? To understand is because if you’re calling a sales rep and you’re saying, I need you to come in and work this event, and I need you to spend this much money to contribute to the food, that’s not really a true partnership. A true partnership is sitting down with the sales rep and saying, ahead of time number one, what are some days that work for you? If there’s a particular representative, a vendor that you want at your event quarter, work with them and coordinating the date so that you’re not running the risk of them already being at another event. Second to that is sitting down with that vendor rep and saying, Hey, you cover so many practices.

Share with me what are the top three, top three steps that you see practices make that lead to a successful patient event. And what I mean by that is I know that there’s this one particular office that they do a patient event every year. It generates a million dollars in revenue each year. And when we go to our national sales meetings, their sales reps will go on stage and they’ll talk about, here are the top 10 steps that this practice does every patient event to yield those results. As a practice owner, would you want to know that information? Absolutely, you would. Yeah, I believe you would. So look at it, at these vendor reps as your opportunity to get insights into what works well, what doesn’t work well and what strategies you can implement to yield a successful patient event.

And that is what a partnership is. Oneof the things that we talk with about our clients is the importance of that relationship with the rep. So the relationship that you have with them, as equally as important as the science and the the of whatever the device or product is that you’re bringing into your practice, because there’s, there’s a lot of great products out there.

There’s a lot of great science out there. We’ve really evolved as an industry in the past 20 years, and so there’s a lot of options. So it’s finding something, a product or technology, that aligns with your culture, with the needs of your patients, but really then building that relationship with the rep of what you need and what your expectation.

Friends are as a practice owner and aligning that with what that rep is able, how they’re able to support you, I think that’s one of the most important conversations to have when someone comes knocking on your door saying, Hey, can we do a lunch and learn or can we, can I meet with the the spa manager, the practice owner, or whoever is the decision maker in the practice, is like really understanding your needs and expectations of a partner, and like, lay it out on the table in the beginning, because I think, like any relationship, just having that clear communication. Are you someone I’m going to talk to on a monthly basis? Are you someone that’s going to come visit on a quarterly basis.

Are you someone that when I hire new staff, there’s going to be trainings? Do you guys have a portal for these trainings, like, how does all of that look? These are the conversations that I think are so important in really finding that perfect match. Because when you have a match like that. Oh my gosh. It works so well. And that rep, we had a rep when I was I was director medical services for Bela sante. There are three location, day spa, med spa in New England, in Boston, and our Neocutis rep, who now has gone into, you know, sales and done all kinds of stuff in the industry, but she was such an incredible rep, such an incredible partner.

She was showing up, she was running contests for our team. She was, you know, really helping to drive sales, and her presence made Neo cutest, one of the top lines that we sold, because she was there consistently every single week. You know, not in the practice, but she was talking with our practice. Those are the types of things that like, if you know, depending on your the size of your business, the amount of employees that you have, you need to have those understandings, I think, in advance, and you can really develop an incredible partnership by that clear, honest communication. I think so often we don’t know what we want or what we need. You find that too. You’re shaking your head, yes,yeah. I mean, what I’m hearing you say is being clear and concise as to what your expectations is. And so one of you know when I’m when I’m working with the sales rep teams, I’ll say, at the beginning of the year, sit down with each of your practices and ask them, what are your top three goals for this year? And not just specific on your particular product, but what are the top three goals with the practice? What are the top three challenges you faced last year that you want to address this year?

What are some areas within your practice that you want to grow and what expectations and what do you see as a great partnership for us, for me, to support you in achieving those goals and sitting down the sales rep and the aesthetic practice, sitting down at the beginning of each year and getting on the same page with what those expectations are, and seeing all the different ways that a vendor can support you. So you talked about your neocute this rep, for example, and I think that’s a great example, because a lot of times these reps can come in and they can talk about the clinical science of the products, which is great, but let’s also think about the other areas that they can support your practice, specifically in skincare.

They can help you with the strategic approach to effective merchandising and the merchandising display, where to place things, how to place things. There is a science behind merchandising. There absolutely is so merchandising, helping your sales or helping your providers with consultative trainings. You know, when is it that you’ve I know a lot of esthetic practices. They don’t want to come across as sales people, and we don’t want you to either. We can provide you with the tools to help you with delivering effective consultations that, as a result, are going to optimize the patient outcomes because you’re doing treatment planning. But in addition to that, it’s going to help support driving revenue. They can help you with inventory management. They can help you with customer service training, phone skills training.

There are so many different ways that they can support your practices beyond just coming and talking about the clinical benefits of a product.Yeah, that’s so true. It’s so true. And I see so often, you know, you talked about the sales is such like a bad word in aesthetics, and it’s really, you know, whether you’re training the patient care coordinator or the aesthetic staff, because oftentimes.

Will have a dedicated patient care coordinator doing the consults and the estheticians, perhaps just needing to understand and recommend those things really teaching how sales can be educational and how sales like we are in such a unique position where they’re coming to us and they’re asking us, and it’s such a disservice for us to not give our expertise and our advice on those things.

Totally agree. So when we’re looking at this initial meeting, is this something that the the product rep is establishing, or is this something that the practice needs to reach out to their reps and and ask for?Oh, great question. It really depends on the rep, quite honestly, and I, and I don’t, I almost don’t even like to say the rep. There’s a difference between a rep and a consultant. So really good reps are sales consultants. They are business advisors. And that’s what makes this role of working in esthetics very unique. It’s very different than other medical sales types. Roles to be successful in medical aesthetic sales, you are a business advisor, a consultant to these aesthetic practices. Great reps are initiating those conversations. However, it really depends on the experience of the sales rep. It depends on their approach.

But if you’re not getting that from your sales rep, then, and you’re the practice owner, initiate that conversation. Hey, I want to sit down with you at the beginning of each year and every quarter, and let’s evaluate the business, what’s working, what’s not working, what can we do differently? What are some different ways that we can partner together to ultimately support each other in the growth? Understanding that these sales consultants, their success is driven off of your success.

So they want to help you succeed on the same team. They’re, yes, you’re absolutely on the same team. Now, if you have a and I will say this will be more of a sales rep. If you have a sales rep, that’s saying I need to get this much in order so that I can hit my number. It’s not a true partner. Probably not a great rep, either.

You’re the aesthetic practices. Should never know what the sales reps numbers are, what their quota is. Ultimately, if you are supporting your practices and achieving their goals, you will be successful, because the practices will be successful. So when we’re looking at again with these, these relationships, if you are how, how would a practice navigate, if they are still in that kind of how do I say it in a nice way?

Besides, they’re in a growth year, they’re not in the place that you know, and a lot of times you’ll have, like inside sales or different people that will help, what kind of support or resources? How can those accounts get to that higher level where they can have the support of a, you know, the rep or the sales consultant, business consultant, how, whatever we’re wanting to call that particular role?Yeah, so perhaps you’re a new practice, or your emerging practice. So maybe you’re not the practice that is a high level tier with a particular organization, because you’re new and emerging. You might be working with the inside sales team.

That’s what they’re but that’s what they’re also specialized in working for a lot of times these companies offer special promotions for these new and emerging practices because they can’t afford to do the higher buy ins, they might have special promotions for them. So there’s a lot of things that you can do virtually.

You could do virtual trainings via zoom Skype or teams with these inside sales team. There’s a lot of organizations have online courses that you can offer as well and and then also, maybe, depending on the the geography of the local rep, sometimes it could be, it could be asking also to have the local rep come by as well. How do you feel about partnering with other reps for a practice. So that’s one thing that I, I personally, always think is incredibly beneficial when you know you have a rep that’s like, Where does my product line? How is it positioned? And how can these two services benefit one another and not just be like, Hey, I’m the only one in town.

But if you’re a skincare rep that works really well with a particular device or anything like that, like, are you seeing those reps like work together to benefit the particular practice? Or what kind of relationships like that are? Are you seeing? Yeah, so we used to have, at the company that I worked at, we used to have a collaboration award that was given, and what that was, you look at some of these larger companies, and they’ll often have, times have a neurotoxin, a filler, they’ll have a particular device, like non invasive body contouring or an aesthetic laser, and then they’ll have a skincare line. And so they have all these different divisions, and when they cohesively work together to support the practice everybody wants and and I so we used to have what was like a collaboration award for those particular situations.

And now if you don’t, if, if, if, let’s say, a particular organization or company doesn’t have multiple divisions, oftentimes having those reps come together. So maybe you have one company who just sells aesthetic lasers, and you have another company, for example, that does x zones, having them work together, and building out promotions and protocols and helping with consultation, trainings on providing the clinical knowledge to the patient on here’s, you know, if you want to improve tone and texture in the skin, this Is the aesthetic laser that I recommend, or the micro needling treatment that I recommend. And these are the exosomes that I’m going to recommend that you do immediately post to help with the healing process and optimize the results.

So yeah, I would absolutely on, on our side, on the vendor side, absolutely, uh, encourage collaboration and and from the vent, from the esthetic practice side, see if there’s areas of opportunity where your vendors can partner together to create promotions together for your patients. I love that. Yeah, it’s, you know, back in the day, and I’m talking maybe 15 to 18 years ago, we would, on occasion, have people that come in that they only wanted their brand, you know, and it was, it was always a challenge to to work with individuals like that that it was just like, Nope, we’re the only thing. And I don’t think that that creates a winning scenario. And when you find a rep or a company that’s open to like, Yes, this is how practices work.

Like you’re most likely not going to only carry one skincare line. You’re most likely not going to even today, not only, not only carry one neurotoxin, you’re most you know, there’s so many different things, and so really being able to find the collaboration and the positioning of your product without getting defensive or, you know, all of the thing you know, like, oh, well, ours is better than that.

It’s like, No, how is it going to make the practice with their beliefs and their patients and all of that, when I think that’s a really positive thing to look for when you are working with a rep of a particular brand, you said something really important that I want to add to, and that is positioning. So a lot of practices that reach out to these sales consultants, they’re saying, I’m going to do an open house, and I’m going to have all my vendors here, and each person is going to get a room, and then the patients are going to go to each room, and they’re going to hear your pitch, and they’re going to stamp a card, and then they’re going to get that card into the raffle, which we hear so frequently.

That can be valuable in the sense that your patients are getting educated on the treatments and services that you offer. It can also be very confusing for your patients if you are not meeting with your vendors ahead of time and discussing how you position each of those treatments. So let’s say you’ve got three different filler companies in your open house, or four different skincare brands that are in your open house.

And here a patient is going from one room to the next room to the next room, and they’re hearing why their product is the best neurotoxin treating the same area that is extremely confusing for the patient, to the point where what happens is the messaging has gotten so confusing that they end up purchasing nothing, and so meeting with your vendor reps ahead of time and saying, Here’s how we’re positioning each of you or doing a dedicated day, this is going to be my day where I’m going to have this skincare company, this neurotoxin, this filler, is going to help actually get you a better relationship, partnership with your vendors, and be clear, more concise messaging for your patients. I have been to both types of events, and there was one where this rep, I was just like, what is happening?

Like this is. Not I was, I was supporting another spas event and going there to show support. And I was just like, What is this individual talking about? Like, it’s it’s not benefiting the practice. I personally think that for the larger style open houses, when you do the demos like that, like it has to align with your offer, and it has to make sense with your offer.

And the practices that we’ve seen do more than six figures in an event is, like, it’s very focused, and oftentimes they’re actually pre selling and doing the consultations ahead of time, so that those patients go in and they already know what they’re going to buy, and they just have to, you know, swipe their card on that day, and then they get to enjoy and maybe they’re being a part of the demos or whatever. But I think it goes back to the theme that I’m hearing through each of these things, each of these topics, is proper planning and preparation and and it’s that, that overlay of like the clear communication, whether it’s where your product is being positioned, what your needs are As a company, um, really understanding that for yourself, and being able to communicate that with your reps.

And this is why I love annual planning, instead of like, oh, it’s Black Friday in two weeks, I’m gonna throw an event. Like, can you be there, and can you pay for all the food? You know, it’s like, that is overwhelming, and it’s it’s not going to get a great response, and it’s also going to create not the best like relationship, where you’re scrambling and feeling just pulled in so many different directions. So agree,patient events take week. A successful patient event takes weeks to plan, and you’re absolutely right, but to market for eight weeks, not even it’s like eight weeks of marketing when it’s already planned in advance.

And so when you when I’m when I’m working with these sales organizations and I’m working with these sales consultants. You know, we’re sitting down and we’re talking about, okay, at the beginning of the year, do a business plan with your practices that you’re working with, understand their goals again, what’s working, what’s not working, what do they need to be successful?

And plan out your promotions. So I have, like, a marketing calendar that I work with them and we plan out the promotions for the next year. Now, I understand a lot of these companies don’t roll out the details of the practice promotions until like the month of which could be frustrating, but we can at least have an idea. Hey, we’re going to run a patient event this month. We’re going to do a phone event this month, we’re going to do a special laser event.

This particular month, you can kind of have an idea, and if you plan it ahead, then the rest of the year you’re implementing, executing what the plan was at the beginning of the year. And that’s what I teach these sales consultants on how to do effectively, so that it is a partnership with these practices, and I’m sharing that with these esthetic practices, because that’s also what you can be doing with your vendors at the beginning of the year and throughout the year.

And it’s when you do it like that, it’s making a decision from a well thought out conscious space instead of a reactive space. And so I think so often, especially, you know, 2024 was a hard year. There were a lot of it was an election year which caused a lot of uncertainties. You know, there it was really one of the slowest summers that so many accounts have dealt. I mean, I was talking with a plastic surgeon that said it was the slowest summer that she has had in 15 years, and she’s multi million dollar practice, and so, like, it was a tough year, and that can bring up emotions, it can and it can say, we’re going to start throwing spaghetti at the wall and see what what sticks, and the real thing like, yes, we have to be able to pivot.

But I know that as the CEO of my company, I want to be making decisions, long term, strategic decisions from a grounded and intentional space. And so for you listening as a practice owner or a sales consultant or a product rep like when you really can take the time to do that intentionally, you’re going to win long term. And it’s it removes that like shiny object syndrome that so many. People get and it really allows you to, like, be intentional with your path, your patience and really what your end goal is. It’s such an important piece of the process,absolutely, being intentional with everything that you do, because it’s so easy to get caught up in the comparison of what other practices are doing, or what’s the shiny new thing.

But be strategic. Be intentional. Look at the long term of what your goals are for your practice and and and align them and sit down with your vendors and use them as an opportunity for cons like consultant type work. Think about too. Just a perspective to add is these sales reps. They’re going to their national sales meetings. They’re jumping on weekly conference calls. They’re they’re seeing the top aesthetic practices in their local area, and they’re hearing best practices of what’s working across the nation. That’s when we go to the national sales meeting, we’re hearing what’s working well across the nation. And we get to take those tools and nuggets and we get to share it with our esthetic practices that are local in the area, so use them as a resource.

I want to pivot to your book. I’ve not read your book, but I’m going to grit. I love the title. I’ve actually read Angela Duckworth book grit, which I think a lot is a lot about resiliency and keep going and get up after you fall down. I imagine these are themes that are covered in in your book as well, and I think that that those are important skill sets, in entrepreneurship, in sales, in in the things that we are doing. So can you give just like a snippet or a little bit of advice, from your book to these practice owners that are wanting to plan, that are wanting to build the relationships, that are wanting to do all these things, but they’re feeling the overwhelm. They’re feeling the stress they’ve gone through COVID They, you know, and and whatever COVID did for and you can’t do facials because you had to wear a mask. Like, I mean, it was insane, the things that were going on in that time period. And by the way, my son was born in April of 2020, and my husband was also active duty at that time, and so he was essential, and it was before they changed paternity. So he had 10 calendar days, and the CDC had, like, six months wait for active duty. So I had a three year old and a newborn, so I totally feel you. And in that space, it was a hard time. And so going through that, and just feeling like we were getting our wheels moving again and getting things going back tomorrow. And then we had 2024 where it was just like, what is happening. You know, I feel like your your book, just from the title and just seeing the the messages that you have on LinkedIn could be a really great read, or really great support for women leaders in our industry.

 

Yeah, so the book is unstoppable grit and it’s breakthrough, the seven roadblocks standing between you and achieving your goals. And what’s unique about the book is it starts with each chapter. Kind of starts with a relatable story, the practical learning lessons that were learned through that. And then how can the reader apply it to their life? I want, yeah, I want the reader to walk away saying, Okay, here’s a couple things I can implement in my life to make transformation. And in the I have three chapters on how to overcome burnout. I share my story of like I said, I was leading a team for an esthetics company across five states. I was traveling every week. My husband was deployed for a year, and my twins were between the ages of a year and a half and two and a half years old. And I talk about what were the practical things that I did and that I learned through that year to help me so that I wasn’t feeling burnt out and overwhelmed, and it was a lot, but I can tell you that there was a lot that I learned through that process that I do believe set me up for success for any business owner. And then there’s stories in there about leading through change. So I tell the story of the time that I worked for a company and we were going through a hostile takeover from a competitor, and I lost half of my team in one day, and I had no idea it was happening either. The leadership team didn’t tell us as managers. And this is chapter nine, and I walk the reader through how we how I led a team through uncertain. Certainty, and we ended up becoming the number one sales team in the nation the next year. And it’s chapter nine, and in each each of the learning lessons and practical advice, I say, if you are in a sales role, here’s some advice for you. If you’re in a management role, here’s some advice from you. And because I’ve also been a business owner. If you’re a business owner, here’s the advice for you. So it’s broken down for each type of reader, so everyone’s walking away with practical strategies on how to develop unstoppable grit.

 

I think that’s so important because with with books in general, and I’m a avid Well, I’ll say I’m an avid listener. My my season of life right now, my kids are four and seven, so I am basically a chauffeur. I’m driving to and from school into after activities, and so I’m in the car a lot, and so I’m really trying to be intentional with that time and make sure that what I’m putting into my mind is, you know, productive and and good, and so I’ll listen to a lot of books, but the really, the most important thing is to actually apply what I learned. And if I only got one little piece of information, like, was my time? Did I get an ROI from my time? And you know, what am I able to apply to my business or to my life? And oftentimes the book doesn’t tell you what to apply. So I love that, that you have it in the sections of like, here’s how you can use this. Here’s how you can apply this. Because just buying the book, you know, a lot of people will buy the book and never listen to it, or they’ll listen to like, the listen to like the first three chapters or whatever, but you’re doing yourself such a disservice. It’s like, listen to the book, apply what you learned, and you know, move forward from there. We have so much available to us in books, like years of people’s knowledge and experience is just given to you for 20 bucks, you know. And it’s, it’s, it’s, it’s 20 years being in sales, and 10 years being in leadership, and every point that I make when I’m when I’m making a recommendation on here’s strategies, tactics, things that you can implement into your life. I support it by research too.

So there is actual research behind Here are steps that you can take to change habits that are going to drive results. And here’s the research to support it. What’s interesting and is going to be a lot of fun for your audiences is most of the stories are from me and my team working in esthetics. So they’ll probably read that story and be like, Oh, I can totally relate to that one, because it’s all about working in esthetics. Oh,fun. All right. So before I ask you to share where people can find you and follow you and get your book and all of those types of things. Is there anything else you feel like you want to add to make this episode complete?

 

I mean, we’ve talked about so much valuable information here on the podcast. I think if anything, the resounding message is is, see how there’s different opportunities to work with your vendors. See them as a resource. See them as an opportunity to share knowledge with you on how you can be successful, and when you really true. Invest the time in that partnership, you will both yield positive results. I love

it all right. So where is the best place for people to contact you? Where can they get your book? We’ll make sure that we link everything up below the show notes. Yeah. So the book, unstoppable grit, is available in audio, Kindle, paperback card back on Amazon and any other book provider as well. And then I’m available on LinkedIn, so Danielle Cobo, and then any other social media platform on all of them, but tiktok. Ah, yeah, never did the tiktok. You’re not gonna see me dancing on tiktok, so but you will see me on LinkedIn, Instagram and Facebook.

Love it. Thank you so much for your time, and thank you so much for your expertise. I really appreciate all that you’re doing in the industry. Thank you, you as well.

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EP 417: Can You Afford to Hire for More Support?

Raise your hand if you’re wearing the majority of the hats and spinning all the plates in your spa business. 

If you’ve raised your hand high, I’ve got no doubt you’ve pondered bringing on more support to help you lighten the load. The question is, can you afford to bring on that support?

In this episode, I’m exploring some of the key considerations you should make when looking to bring on more support, particularly through a VA, and how you can navigate hiring hesitations and hang-ups that are holding you back from getting the support you need to scale to the next level. 

In this episode, you’ll hear:

  • Why hiring doesn’t have to be as big of a leap as you might be anticipating and how to begin dipping your toe in the hiring waters
  • What a VA as is and how you can utilize them to begin offloading tasks from your plate 
  • The initial steps for finding and onboarding your rockstar VA
  • An exercise to get you crystal clear on what tasks and areas you need to recruit support

To keep the conversation going, ask questions, and connect with other like-minded aestheticians building thriving careers,

join the free Spa Marketing Made Easy Podcast community

References Mentioned in Episode #417: Can You Afford to Hire for More Support?

  • Get enrolled in our How to Hire a VA Course here to get the step-by-step system for finding, hiring, and onboarding your top-notch virtual assistant 
  • Recruit virtual assistant and administrative support through onlinejobs.ph

 

Subscribe on Spotify Subscribe on Apple Podcasts

Welcome to Spa Marketing Made Easy, a podcast for spa owners who want to step up their leadership and business skills and step into the role as Spa CEO. I’m your host, Daniela Woerner, CEO of Addo Aesthetics and Founder of the Growth Factor® Framework Program, where we teach, coach and guide spa owners in scaling their spas to the next level of growth and unlocking freedom in their life and their business. I’m so glad you’re here now. Let’s dive into the show.

Hello, my dears. Daniela here and welcome back to the Spa Marketing Made Easy Podcast. Today we’re going to dive into a topic that can bring up some emotion, and that is hiring help for your spa.

Now, right now, you might be feeling completely overwhelmed with the day to day responsibilities of running your business, but you’re still hesitant to hire. I mean, last year was a funky year. You still might be feeling uncertain about the economy, and adding to your payroll feels really heavy, not just for the added expense, but for the time investment it takes to hire and onboard a new team member properly.

So in this episode, we are going to break down some of the common concerns that you might be feeling, and I’m going to give you an exercise to do to help you evaluate if the risk is worth the reward.

Now keep in mind, hiring a team does not mean that you have to go straight to hiring a full time employee. My first hire was a virtual assistant, which is a contractor position, and I brought them on for only 10 hours a week. This also is true if you do already have a team but are just needing extra support, you don’t need to hire a full time employee every single time.

Now a little side note here. On January 28, which is coming up, our attorney Keren is hosting a free educational webinar that is covering the differences between employees and contractors. Now she is covering this very important topic from a legal point of view, and it’s catered specifically to spa owners. So you don’t want to miss that if you have a team and really want to understand the right way to hire, whether that’s an employee or contractor, because getting in trouble with the IRS is the last thing that I want.

I don’t know about you, but for me, 100% I do not want to get in trouble with IRS. So we’re actually hosting educational webinars every single month. They’re free for anyone in the Addo Aesthetics community to attend live. That’s really important to attend live.

The recording, however, is going to live inside of the APA members area. So we are working to build up this incredible library of resources for our members. If you’re not a member yet, but you still want the information around our educational webinar, you have the opportunity to attend live. If you are an APA member, you can access the entire educational webinar vault to watch the replays anytime.

All right, so let’s get back into it and kick it off by talking about the reality that so many spa owners face. And you’re not just the CEO. You are wearing all the hats. You’re the provider, you’re the front desk, you’re the marketing team, the ads manager, you’re running social media, you’re making sure supplies and inventory are stocked, and probably about 100 other things that I didn’t list, and that doesn’t even include your personal life, your household responsibilities, your children, your families, all of the things.

So it’s no wonder that you feel overwhelmed at some point. Every business owner realizes that they just can’t do it all themselves. And the problem is, while you know you need help, that idea of hiring can feel just as overwhelming as staying stuck in the chaos. You’re stretched so thin that you barely have time to think, let alone plan for hiring.

But if you don’t delegate, you risk burning out, and if you’re not already there already, which not only affects you, but also your clients and ultimately your business growth. Now, if this sounds familiar, you are not alone, and there is a way to overcome this.

So let me break down the main reasons that spa owners hesitate to hire even when they know they need help.

So first things first is financial worries. Can you afford it, plain and simple? So you might not even be paying yourself consistently. So the thought of being responsible for someone else’s livelihood is scary.

Second, quality control. So can someone else do it as good as you? Let me guess, you like control. I do too. You know that Taylor Swift song where she says, “Hi, I’m the problem. It’s me.” That is what I think of here.

And we all do this, but with proper training and leadership, you can find people who can not only do it as good as you, they’re actually better than you, and that is what we want.

Third, the time it takes to train somebody. So most problems are gonna come down to time or money, and when we’re hiring someone, we’re dealing with both. That’s why it feels so heavy. It’s really this double whammy. We’re adding money to our payroll, and we need some serious time blocked out of our schedule to train them appropriately. So it becomes a concern.

And finally, your own belief in yourself. You might be a people pleaser who doesn’t like conflict, and that means having tough conversations with people, or offering critical feedback, or, even worse, receiving critical feedback that just seems far scarier than the known chaos and overwhelm that you’re currently in.

So your concerns are valid. They’re valid. I want you to feel that, but you don’t have to go from first to fifth when you’re driving a manual, right? Why not just dip your toe into the hiring pool with a virtual assistant, rather than going full on with an employee right off the bat, or if you already have a team of providers and front desk, but you’re needing some more administrative support, virtual assistants can be a phenomenal solution to bridge the gap in that time where you need just a little extra growth before you can bring on a spa manager, right?

Okay, so what exactly is a virtual assistant, or a VA, as I refer to them? So a VA is someone who works remotely. They specialize in handling tasks that take up time but don’t necessarily require hands-on presence. So think of them as a behind-the-scenes partner who helps your spa run smoothly.

So what can a VA do for you? Administrative tasks like responding to emails, scheduling appointments, managing client communication. They can be in your inbox responding, they can be on your website chat if you have like a live chat. They can take charge of your social media accounts. They can create posts. They can engage with followers. They can run ads. They can help with inventory management or coordinating with vendors. They can help with event planning. They can provide customer support. They can do follow-up email messages.

And the great thing is, they are cost effective. So VAs typically charge by the hour or by kind of a block of hours. So like a flat rate. And virtual assistants in the Philippines, which I’ll talk about a little bit more, because there is such a great conversion rate between the US dollar and the Canadian dollar to the Filipino currency, you can get a really phenomenal rate for these hours, for very talented, very qualified individuals.

And because they’re contractors, you don’t have payroll taxes, you don’t have benefits, there’s not overhead cost, it’s really a win-win. And I’m talking about five to six dollars an hour, flat rates like from $250 a month for a block of hours.

Okay, so this can really free up some incredible time for you to get more and more done. Okay, VA is also, I’m going to talk about this a little bit more, but VAs, specifically in the Philippines, if you’re in the US or Canada, our days and nights are switched. We have about a 12 hour time difference, and so you can assign a task at the end of your day and wake up and have it done. Okay? So that is incredible. And one of our, you know, I talked about our VAs being incredibly talented. One of our VAs is actually a civil engineer. So he has a systems mind. He is well educated, incredibly talented, and he helps us with all of our systems, trackers, all of those things. 

So it just really turns out, and he makes more money with us than he would doing an engineering job in his own country. And so it really becomes a win win, where the virtual assistant is being paid well, is having the the time flexibility, you know, of entrepreneurship, because essentially, they’re contractors. They do have their own businesses, and we over here on this end, as business owners, are winning, because we’re getting great talent at a great rate. Now we love VAs from the Philippines. We’ve got three virtual assistants on our team. We have our podcast editor, we have our graphic designer and our biz ops assistant. All of these roles could be beneficial for a spa as well. So you may not have a podcast, but think about the videos that could be edited. 

So reels for social media, loop videos for your waiting area, different videos for your website. These are all things that a videographer or podcast editor could be doing for you. And what’s really nice as well is that when you hire a videographer locally, it’s actually the editing that brings the cost up. So if you have the videographer give you the raw footage and then have your VA edit it, you can save a ton. We also have a graphic designer, and so think about having a graphic designer on hand for spa menus, minor website updates, social media, graphics and any other marketing materials. It’s just so helpful to have someone on your team that can get those turned around very, very quickly. And then our biz ops assistant helps with all of our trackers. So those of you that are working with our KPI tracker, you know that that can be a beast, but the data that it gives you is well worth it. 

So imagine wrapping up work for the day, and by the time you come in the next morning, all of your trackers are up to date. That time change is a real benefit. Now we do have a $97 course that walks you through how to find a top notch VA in the Philippines. If you’re wanting additional help with the process, I’ll be sure to link that up in the show notes. For those of you that want to just figure it out on your own, check out the website, online jobs.ph that is the website that we use to find our talent. That’s where you can go ahead and get started. Now the course that I was talking about just goes over the hiring process, so it’s going to help you with the job posting, how to do the interview, how to pay the test project, all of that kind of stuff. But if you already have a virtual assistant on board and you’re looking for ways to maximize efficiency with them, we’re going to be hosting a live master class on February 10, we’re gonna be focusing on our step up process. This is what we use in our company to ensure that every single person in the company is doing the appropriate tasks for their skill set. 

So we’ve got a very clear process that we go through every single year, sometimes twice a year, to look at the tasks that everyone’s doing and make sure that they are the right tasks, we’re also going to be touching on how we combine AI, how we’re using AI in our business today, how we’re incorporating that with our virtual assistants, with our team. So if you’re interested in AI at all, want to know how we’re doing it. This will be a great workshop for you, and you know for us, we’re going to continue to put that primary focus on profit over revenue, and this step up process is really what we do to analyze areas of opportunity, with our team, with our operations, to make sure that we are maximizing profit. Okay, now remember, in the beginning, I shared that I’m just going to have a little exercise for you. So I want you for one week. I know this is going to be hard, but I promise it is worth it. 

But for one week, I want you to do a time tracker. So for every 15 minutes and just do this just when you’re actually working, I want you to document every single thing that you’re doing. And there’s apps that can help you with this. You can just have a notebook all different types of ways. It can when you’re writing something down. It can be meeting it can be scrolling through Instagram. It can be ordering inventory. It can be following up with clients. I want you to document every single thing that you’re doing for one week in 15 minute intervals. Okay, then I want you to group, I want you to take a good hour and really categorize those different things over the course of the week. 

How much time did I spend on administrative tasks like email or customer support or creating social media graphics? How much time did I spend on generating revenue in the business, meaning that you were either doing consultations or performing services. Really, look at all the things, put them into different categories, and understand what type of work is this. Is this a $10 an hour task, $100 an hour task, or $1,000 an hour task? The ultimate goal is to get you, as the CEO, only doing $1,000 an hour tasks. Okay? So once you see these different areas, I want you to group the. Asks that you don’t necessarily have to do, and I want you to add up how much time that actually took you. So let’s say that you were creating social media graphics, you were responding to customer support emails, you were doing your own email and spent a lot of time just deleting junk. I want you to look through all of those things and look at how many hours you spent doing tasks that doesn’t necessarily have to be you the CEO. I want you to then add about 30% of time to that. So let’s say that you were doing 10 hours of tasks that you didn’t have to do. Then I want you to say, okay, in that week that 10 hours, I’m going to add 30% so I’m going to make that 13 hours that I could hire a virtual assistant for. Then I want you to calculate the hourly rate for this. 

Okay, so let’s say that you have a virtual assistant, and we’ll just say $6 an hour times 13, that is $78 so the question is, if you had 13 hours per week of time back, Would you be able to generate $78 in those 13 hours, my guess is yes, and if the answer is no, then please send me a message, because we need to have a different conversation. But$78 for 13 hours of tasks, is that going to happen overnight? No, right? You’ve got to take the time to train someone properly. So even if you say that I’m going to take two weeks and really dive into making sure that this person is set up for success, you are going to profit just the next week that you would be able so we say 78 times two. Once you generated $156 you would be profiting. So there’s so much goodness there. When you look at the math and say, 

What could I have my virtual assistant do? And if I free up 13 hours a week, 13 hours a week, times 52 weeks. That is 676 hours that you are freeing up. Okay? I mean, that is absolutely incredible. That’s almost 17 weeks of full time work that you are freeing up, you just got back time, and with that time, I’m sure you’re going to generate more money. So I understand that so many people have this fear of hiring, or this negative reaction towards hiring, and I don’t want to oversimplify it, because it is something that you can be burned and you it can be scary giving up control and learning leadership is a skill, and that might be something that you’re not great at yet, okay, but if you don’t Try, you’re never going to get better. So dip your toe in the baby pool. Hire a virtual assistant. It’s a contract position. It’s a lower level of risk. 

Start to free up your time, start to use that time for additional ways to generate revenue in your business. For the higher level skills, build that leadership muscle, and when you’re ready, then you can start hiring more of employees in your business that are the full time employees that can be revenue generators. Okay, so lots of goodness. I hope I was able to shift your perspective a little bit. I hope I was able to show you that there is a light at the end of the tunnel. Okay, you can do this. Just go little by little and take a deep breath. All right, my dears, lots of help for you. We are here to support you in this hiring journey again. We’ve got that free webinar with Karen that talks about employees versus contractors. We’ve got the very low cost hiring class for virtual assistants. We’ve got the master class coming up. You can learn about that on our website, and we’ll, of course, link it up below the show notes. If that’s something that you’re interested in, but you’ve got this. 

All right, I will catch you on the next episode. As always, if you want to keep the conversation going, I want you to head on over to the spa. Marketing Made Easy. Facebook group, the number one free resource out there for estheticians, focused on business building. We’ve got. Weekly marketing tips, a monthly goal setting and planning session, monthly aesthetician business book club, plus a community of 1000s of aestheticians committed to business building in the spa industry. I’ll see you there.

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EP 416: Mindset Hacks for Major Growth

When you have a big vision for your business and loftier growth goals, it can be tempting to put yourself on the back burner as you forge ahead with business development. 

But I’ve got an important thing to share, and while it’s not a secret, it’s not the newest, sexiest marketing tactic, AI tool, or aesthetic equipment/offering that will get you there. 

Nope, it’s all about what’s going on upstairs in your beautiful brain. Mindset, my friend – in this episode, I’m sharing the mindset hacks that have helped me grow year over year as I’ve learned to lean more into them and refine them. 

If you’re determined to make this year or quarter your best yet, start with what’s in your head. Let’s get into it!

In this episode, I go over: 

  • My path with personal development and the top mindset tips that I’ve utilized while building upon my goals year after year  and recasting my vision as I grow my life and business 
  • Why I believe everything after your first $100,000 year as an entrepreneur is mindset
  • How routines, your health and well-being and your spirituality play into your business and ability to stretch yourself further as you work to build your business

To keep the conversation going, ask questions, and connect with other like-minded aestheticians building thriving careers,

join the free Spa Marketing Made Easy Podcast community

References Mentioned in Episode #416: Mindset Hacks for Major Growth

  • Can’t Hurt Me: Master Your Mind and Defy the Odds by David Goggins
  • Grit: The Power of Passion and Perseverance by Angela Duckworth
  • Greenlights by Matthew McConaughey

 

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PODCAST TRANSCRIPT:

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EP 415: Legal Considerations in the New Year with Keren de Zwart of Not Your Father’s Lawyer

For aesthetic experts and most entrepreneurs, the legal side of business immediately makes shoulders rise and muscles tighten. 

We get it. If all is well and good, the legal stuff is supposed to be boring, and that’s how we want to keep it by ensuring that you’ve got all your legal ducks in a row as we kick off a new year! 

Keren de Zwart is here to help us sift through it. She is the founder and CEO of Not Your Father’s Lawyer, her law firm, which was born from a desire to serve the needs of entrepreneurs and small businesses by replacing the outdated billable hour model with flat-fee pricing. 

With fifteen years of experience in corporate transactions, Keren has worked with every type of business, from side hustlers to raising millions of dollars and taking companies public. 

In this episode, she’s helping us fill in the gaps on everything we need to know from a legal perspective, especially at the start of the year. 

In this episode, we discuss:

  • Your go-to resources for finding legal information specific to your state and why it’s beneficial to have a go-to lawyer or legal resource to ask questions more specific to your business 
  • How to protect your aesthetic practice’s intellectual property (IP) without a non-compete and the legalities around non-competes
  • Keren’s insight on business entity elections and some key questions to consider when deciding what’s right for your business 
  • The importance of having an internal advisory team and who should be on it, plus insights on BOI reporting and other annual reports 

To keep the conversation going, ask questions, and connect with other like-minded aestheticians building thriving careers,

join the free Spa Marketing Made Easy Podcast community

References Mentioned in Episode #415: Legal Considerations in the New Year with Keren de Zwart of Not Your Father’s Lawyer

  • Connect with Keren via her website for her firm, Not Your Father’s Lawyer and follow her on Instagram @notyourfatherslawyer
  • Learn more about BOI Reporting and file for your business at fincen.gov
  • Use a platform like Gusto to help manage the HR, pay, and employee regulations for your employees, contractors, etc. (affiliate link)

Subscribe on Spotify Subscribe on Apple Podcasts

Welcome to Spa Marketing Made Easy, a podcast for spa owners who want to step up their leadership and business skills and step into the role as Spa CEO. I’m your host. Daniela Woerner, CEO of Addo Aesthetics and Founder of the Growth Factor Framework Program, where we teach, coach and guide spa owners in scaling their spas to the next level of growth and unlocking freedom in their life and their business. I’m so glad you’re here now. Let’s dive into the show. Happy 2025 My dears, and thank you so much for tuning in for the very first episode of the year. I hope that you had an incredible holiday season, and you’re still filled with that energy and excitement that only the New Year can bring, just like a brand new planner and a set of gel colored pens. Now, I don’t know about you, but for me, some of the heaviest parts of business are the legal and administrative aspects, and sometimes those are the most important so things like changing your business structure that can save you 1000s in taxes, but there is only a certain window that you can make those elections. So I wanted to make sure to kick off 2025 with an episode with a good friend of mine, Keren. She’s been hosting the legal calls inside of our growth factor program for the past few years. Now, I am not an attorney, and I’m very comfortable stepping aside when things are not in my scope, so I brought Keren on to fill those gaps, and today, she is going to go over the big things that we need to know from a legal perspective at the beginning of the year. Now also make sure that you save the date mark your calendars for January 28 just a couple weeks from now, at noon, Eastern Time, we are hosting an educational, no pitch webinar with Keren, where she’s going to present the differences between employees and contractors and what you need to know as a spa owner to ensure that you are compliant with the laws of your state. Now, while this webinar is absolutely free to attend live for anyone in our adult community, the recording will be housed inside of the adult professional association. So if you’re not an APA member and you want to hear the content in this webinar. You’ve got to attend live. If you’re already an APA member, attend live, and you’ll also have access to the recording in the APA members area. You can, of course, learn more about being an APA member in the show notes section of this episode. All right, so let me do a quick read of Keren’s bio, and then we will jump right in. Not your father’s lawyer was born from a desire to fill the legal gap for entrepreneurs and small businesses by replacing the outdated billable hour model with flat fee pricing. With 15 years of experience in corporate transactions, Keren has worked with every type of business, from side hustlers to raising millions of dollars and taking companies public. Today, she helps small business owners get the legal aspects of their businesses in check through her law form, not your father’s lawyer, and offers legal contract templates tailored specifically to small niches. She resides in Orange County, California with her husband and two children. All right, Keren’s incredible. She obviously from being a growth factor. Knows a ton about our industry, and I hope that you enjoy this interview. All right, Keren, welcome to the Spa Marketing Made Easy Podcast. I’m so excited to have you on here and get into really, what is one of the most important foundational topics in operating a business, maybe not the most fun, but oh my gosh, so so important. So thanks for being here. Thank you so much for having me. So I think we should start with, you’re an attorney. We have to put all the disclaimers you are not providing legal advice, but it’s it is an important topic to have someone that is an expert in this kind of subject matter of what are the things that we should be looking at in the new year for our business? So often, these little administrative tasks that are not actually little. They’re very, very important in your business. They I know for me, they just like, drain me. It is the it is the thing that I procrastinate on. It is the last thing that I want to do. But if you don’t do them, there can be major consequences. So we’re going to get into those things today. So where do you want to start? What do you think is like the first thing people need to look at as they’re kind of reviewing their businesses from a legal standpoint this year?

Yeah, it’s a great question. I think that there are a lot of different elements that we can kind of talk i. Level about all of them, but the first thing I always tell people is, don’t freak out. Don’t feel like I don’t know. I don’t know what I don’t know. I don’t know where to start. I don’t know what to do. It’s just take one step at a time. And kind of where you’re operating often leads to the right question. So a lot of people come to me with those examples, like, I’m, you know, I have an LLC. Somebody told me I should have it taxed as an S corp. When you know, what do I do? Or how do I know? Or, you know, do the have the laws changed, and do they impact my operations? And so those types of questions that you often will come up with in your own day to day. Operations are a great jumping off point, but in the new year, it’s a great time to kind of take stock of everything legally speaking and where you’re at, and not just Legally speaking, but you know operationally, and make those changes, or at least confirm that everything you’re doing, you know, today is still legal. And that’s especially important at the New Year, because a lot of laws change and are effective January 1. So that’s a great time to kind of say, is everything working out. So you know, on that point, one of the most common changes that impact small business owners is, you know, labor laws. So wage and hour laws, a lot of minimum wage laws go up in the minimum wage. We’re also seeing a lot of required sick pay or required vacation pay or different and these are all dependent on your state.

So they’re not just dependent on your state, but dependent on, really, where the worker lives. So most people, if you have a spa, for example, you’re, you know, and it’s in Indiana. You’re probably operating in Indiana, and all your employees are in Indiana. But if you have a, you know, multiple locations across state lines, it doesn’t matter if your business is in Indiana business. If you have a you know, business in Kentucky, the Kentucky laws are going to impact where those workers are. So that’s maybe not as impactful for these types of businesses, but if you do have, you know, maybe you have a social media manager, and they live in California, then all of those the state where the worker is, well, yes, the California laws here in California were very specific, but the state Where the worker is is what governs the Wage and Hour and labor laws. So that will include, like we’re talking about minimum wage, meal and rest breaks, overtime laws, paid sick leave. This is very, very big, and lot of states are moving to either requiring or increasing paid sick leave, California, for example, was three days of paid, you know, minimum of three days of paid sick leave for all workers, and they increased it last year to five days. A lot of other states are moving to those models of requiring paid sick leave. And these are important to check, because a lot of people are like, Well, I’m a small business. Is it still impact me. I only have three employees. All my employees are part time. So it’s really important that you look at the state rules, because a lot of them do differentiate small businesses versus larger businesses, but they usually have requirements in both. Part time employees are usually still covered. So people are trying to understand, is it three days of my workers four hour shift, or is it three, eight hour days, like a total of 24 hours, which really gives them, you know, whatever, six days of paid sick leave if they work four hour shifts. And understanding what your state says about that is really important.
Yeah, and I’ve got a list of topics, but I want to stay on on this one right now, because I think this is an important piece also, as we’re doing our budgeting and projections and setting goals and everything, which, you know, realistically, we like to do those in October, November, to have an understanding. But hey, if it’s January and you haven’t done that yet, and it’s okay, you can still you can do it at any point. But I know we have a spa that we work with that is in Michigan, and Michigan just recently had a lot of changes, and it was going to impact her payroll percentage by several $1,000 and so it when we’re trying to budget and operate our businesses using Profit First and staying within a certain percentage, when all of a sudden your payroll gets bumped up significantly, you have to, you know. Are you going to deal with that? You know, and small business owners right now, we’re dealing with compliance. We’re dealing with a lot of kind of in the economic and political climate. There’s going to be a lot of shifts and changes that business owners need to be aware of, whether it’s with supply chain, additional taxes, you know, there’s, there’s a lot of things to look into as you’re doing, your budgeting and your forecasting, to make sure that you are prepared and and don’t just get like, Oh my gosh. I had no idea that, you know this was going to happen or that was going to happen. So for you as far as next steps, I know something that we’ve done with you specifically is, how do you review our employee handbook? We are employers in multiple states. I know the example that you said with the spa. Yes, most spas are operating within one state. But if you are, like, I live in the DC area, there’s, you know, you can be in three different, you know, two states in one district, in like, a very short period of time, you might be employers in all three of those places, and the laws are different in all three of those places, right? Exactly, having an attorney review and make sure that your wages and and all laws to be in compliance. Are, you know, accurate,

yeah, and I think that these are, you know, every business owner can start with the you know, going to the Employment Department website of your state and trying to get resources. They do. Most states do a really good job of trying to provide, like, easy to understand information for business owners. But if you get there and it’s not clear, and you’re like, you know, I’m not totally sure, the DCA is a great example. If you say, Well, my worker lives in Maryland, but they drive into the DC area to work, or to Virginia or whatever. You know which laws apply to me, and that’s a good time to say exactly what we talked about the beginning, right? That’s a great question to ask, and sometimes the information is available to you through the State’s website or through industry organization, and sometimes you say this is important enough to inquire with an attorney in my area that’s going to know the answer and be able to provide me guidance about whatever I need to do, because the fallout is potential. You know, liability, financial and otherwise to to put that on your business is not typically far outweighed. You know, whatever cost you pay up front to know correctly is typically, is a better investment than finding out on the back end that you did it incorrectly, and going through the and not just the financial costs that it can cost to, you know, find an attorney and hire them and pay them to deal with it and any potential monetary liability that you have. But what I see even more in in small business owners, is like the stress that dealing with any sort of legal issue causes and you have enough on your plate, and listen, no matter what you do, I was telling people like, there’s no silver bullet. There’s no guarantee, even if you work with a lawyer at every step of your business, there’s no guarantee that you will never have a legal issue, but being you know, prepared and doing the due diligence up front and having the information is usually going to be less costly, and it’s going to provide you with better protections going into a conflict then if you kind of go in blind and hope for the best.

So let’s kind of keep stay on this topic around non compete. So in the past year, there’s been a lot was it the Federal Reserve that put the ruling out? But it’s supposed to be like a state issue. You know, I’m obviously not an attorney, but I know there was, like, some people said, No, you can’t have non competes. And then the states were fighting it and going back and forth. So where they stand right now with non compete? So it was the FTC, the commission, okay, that did this kind of blanket federal ban on non competes.

The concept is the it’s public policy, right? It’s worker movement, allowing, allowing employees to kind of move in the economy, to do what’s best for them. California has had an effective ban on almost, almost near ban on non competes for many years. So I’m agree. I I’m based in. California, and so I’m like, I’ve seen this in many local clients, and we’ve seen this play out. Where we are at right now is that, then it was ruled unconstitutional, you know, it’s going through, it’s it’s going through the court systems. It’s going to take time, like you said, with there’s political changes coming up with an administration that is probably less likely to enforce or want to enforce, a ban on non competes, and so it’s very much in flux, and this is a tricky part about running a business, especially in the 21st century, where you know the business changes very quickly in technology changes and laws are notoriously slow to catch up, so it’s often the laws are trying to play catch up, and like business is way out in front. And so part of it is just trying to stay on top of it. But I always tell people, regardless of where, whether you’re in a state that allows non competes or not, whether the there’s a federal ban on non compete or not, one important thing for a business owner to know is there are still ways to protect your business, your intellectual property, your proprietary information, your trade secrets. None of that has gone away. It’s just the concept of being able to restrict a worker from quitting and going to the spa down the street and taking all their clients there. So a few things that are important for a business owner to make sure they have, this is in your employee handbook. This is in your, you know, offer letter or your your agreement with your employees to, first of all, you know, have, like, a confidentiality, non disclosure and proprietary information assignment agreement. So basically, everything that they have access to at the business that’s proprietary is owned by the business. Anything that they create as a worker in the business, so maybe they help create a system or methodology or whatever, something that is owned by the business, it’s assigned to the business and that they can’t take it or compete with it or use it when they go somewhere else. They can’t sell it. They can’t, you know, whatever.

So if, even if you can’t stop your employee from going to the spa down the street, and you can’t, almost, almost never, you almost never, can stop an employee. You know, if I leave your spa and my 12 clients call me and they’re like, Oh, where are you? I’m like, I’m not there anymore. I’m over here. And they say, Oh, can I want to come book over there? You can’t stop because the customer can go wherever they want to go, and as long as I’m not soliciting, soliciting them. So it’s a kind of you own the IP, having that in there, and then also having a non solicitation.

So if I take your email list and I blast all of your email list saying, Hey, I’m at this new spa. Come see me. You know, 50% off special, I am violating more that that’s not a non compete issue, that’s a violation of all these other things, the confidentiality, the proprietary, the trade secrets, the non solicitation, and those still exist. And our medical spa, it can even be HIPAA, right?

Sure.Yeah, it can be a HIPAA violation if, because they’ve texting them and doing, you know exactly.

So I think that that’s the first thing I always tell people, because they freak out and say, I mean, California, like I said, it’s been like this for years, but people came and they said, What do I do? How do I protect my business? And that’s only one way to protect your business. And so can you pursue action against a former employee who not just leaves and goes and compete, whether they’re starting their own spot or working for somebody else? Maybe not. That’s in legal flux right now. On a national level, it’s all the states have always had their take on it. Can you still pursue action against somebody who takes proprietary information and uses it absolutely so if they’re taking all your, like intake forms or, you know, your standing orders, or anything like that, that’s all proprietary to the company, and they can’t take it or use it or disclose it or anything like that. Can people always find out? You know, know if they’re being discreet about it, nobody knows, and maybe they’ll never find out. But the way that these play out often, at least with people who come to me, is like, you know, my employee left and they started their own business, and then they, you know, emailed all of our clients and said that they’re, they’ll offer a 20% discount, you know, to come over to me. What can I do? And so having all those policies written in your handbook, in your offer letter, having a, you know, and then they’re signing it all. So exactly they sign. So with the employee handbook, everybody should get a copy, but there should be, like, an acknowledgement page that basically, when you onboard a custom, I’m sorry, an employee, they sign it that they received it, they read it. Everybody knows they probably didn’t, but they’re signing that they did, and that’s legally binding. And then they get a copy, and you get the original right? So they get a copy. Here you go. I have proof that you said that you signed this and you read it. I keep the original in your file here.

And so you have proof that they did that same thing with if you sign a lot of when I do like an offer letter for employees, we do like a, what I said, a confidentiality, non disclosure and proprietary, you know, inventions, assignment agreement, and they sign the offer letter, but they also signed that separately. And of course, they get a copy of it, eat themselves. And so that’s important. One thing that is rare, but California is like this, that California has really strict laws where, if you put something into an agreement with an employee that is no, no, you can actually invalidate the whole agreement. So in most states, it’s like, well, if there’s a non compete and you know, you know that that’s not allowed in, that piece might be invalidated. But you can actually invalidate an entire agreement in some states by putting in something that is not the case. Now I don’t want people to freak out and say, Oh my gosh. Well, what if these non compete are not valid, and I had a non compete that is not the case. But when this law first came into effect, when they did this ban before it got stopped in the courts, one of the requirements was an affirmative requirement for an employer to notify present and former employees that were bound by a non compete to let them know that they’re not bound anymore. Because the idea, from a public policy standpoint was, well, even if it’s not legal anymore, lots of people are going to know that. Yeah, so you as the employer have to go out there and tell all your former employees that that non, yeah, so that’s again, that’s all on hold as of now. It’s going through the court system.

We’ll see where it lands. I think that with the next administration that this is going to be left to the states and not be a blanket ban, that’s what I believe, but that’s just an opinion, not a legal that’s not a legal, no legal advice.

So let’s, let’s kind of transition. We’ve talked a lot about compliance. You know, we talked about compliance as far as what we need to have according to states in the handbook. There’s also a separate compliance issue, I think if you’re in medical spas and understanding scope of practice, that’s kind of a whole other conversation and thing. But it’s also good to review if any of your scope of practice, laws have changed, which in esthetics, there’s, I mean, it changes all of the time of what you’re able to do, who’s able to do what, and so it’s a great time as you’re going through compliance on am I in accordance with all of the laws, the employment laws, also, am I in accordance with the laws of the state? For you know what scope of practice is so good time to do both of those things? Let’s transition into kind of your entity elections, because this was something for me that actually saved me a ton of money, tax wise, and that is making an S corp election. So I am a single member LLC, my CPA, let me know that, hey, between January 1 and February 15, if you fill out this for I don’t know what I had to do. It was several years ago, but I had to do something that created an S corp election. Can you talk about kind of what that actually means and when and why someone would do that?

Yes, it’s a great question. So I will start with the thing that I have so many people that are confused on, which is an S corp, and S corporation is not a legal entity itself. Just like you said, you have an LLC is your legal entity, and it’s taxed as an S corp. So an LLC or a corporation as a legal entity can choose to be taxed as an S corp, which is just a tax election under IRS sub chapter s. That’s why it’s called that. And it’s effectively this small business election that allows you to be treated differently for tax purposes, which can be tax advantageous. So a few things, one is that any entity can choose. Choose the S election within the first 75 days of formation. So you can do it when you form or in the first 75 days of any tax year. So for most people who are a December 31 tax year, that’s March 15. So March 15 is your deadline, and that would be for electing it for that year and going forward. So for somebody in January of 2025 saying, oh, you know, my taxes were more than I expected. Now my accountants suggesting this, if you elect it here, you know, January through March 15, it will be for the 2525 tax year. And going forward, some accountants will back. They’ll kind of elected backwards. It’s an accountant specific thing. I personally have worked with accountants who do that and are able to kind of absorb some of the benefits going backwards. But it’s not the you know. All I can give you is the official legal rules, which is that the first 17 deadline, but if you’re like a June 30, for whatever reason. If you’re like a June 30 fiscal year, it would be the first 75 days. So whatever that is, from July 1 to September 15 or whatever. So the easiest way to explain the S election is that you would, instead of, if you’re a single member LLC, then by default, your taxation is as a disregarded entity, which means all the income from your entity just flows through to your personal tax return on a schedule C, and you just pay taxes on it regularly, and you pay self employment tax on all that money up to whatever.

Let’s give an easy example, and say, at the end of the year, you have 100,000 left over as your net profit. Exactly then that net profit is going to go over onto your personal tax return in addition to anything else that you had paid yourself throughout the year. So if you were, am I correct in that, if you’re an LLC, yeah, so if you were paying yourself, you know of some like a consulting fee or whatever management fee, or anything like that. So it all of it goes together. The difference is, if you take that $100,000 and instead you hire yourself as a w2 employee of your business.

So now let’s say and, and this is where it’s really important to work with an accountant, because, of course, the IRS doesn’t give us clear rules. You have to, it’s whatever’s considered reasonable. So what’s considered reasonable for like a graphic designer versus a physician versus a lawyer versus a spot owner, everything’s different. But let’s say you and your accountant say, Okay, we’re going to pay you $3,000 a month as your w2 pay so that you’re now you’re getting a paycheck. You’re a w2 employee of your business. So it takes out payroll taxes, and let’s say whatever your net pay is like 2472 and 32 cents, and that goes in to your personal, you know, checking account, just like if you are working for somebody else. Now that other $64,000 of profit is not subject to payroll taxes, and it’s not subject to self employment taxes. It’s taken as a distribution, as an ownership distribution. Of course, it’s still subject to income tax, but you can save yourself a considerable amount, because if you’re saving that effectively 15% or whatever of of the payroll you know, the employer and employee side payroll taxes, that it can be a significant tax savings. So the additional cost is associated with running payroll. Now, technically speaking, you can run payroll like manually and old school, and cost very little, like you write yourself a check and you deduct, do all the deductions, or whatever. I don’t really recommend that. I don’t know any accountant that would most people will use a platform like Augusto or another ADP, some platform.

Yeah, so, and I want to just make sure this is crystal, crystal clear, because I think we were on the same page. But I want to this took me a little bit myself to grasp. So if I am a single member LLC, I have not made an S corp election, and throughout the year, I’ve paid myself $50,000 and at the end of the year, I have a net profit of 100 that means 150,000 is going to go on to my personal income taxes, correct? If you’re in partnership, then it’s your it’s your household income. So if you’re filing your taxes with a spouse or partner, then and they make 150,000 then you’re in whatever tax bracket is the 300,000 tax bracket.

If instead I say, Hey, I’m going to be an S corp and I’m going to pay myself a reasonable salary of 44,000 a year. And my CPA has always told me what a reasonable salary that they expect is, and also as the business. Grown. They’ve said, I think that you should increase your salary to this amount, and so that becomes, you know, we’re not paying any of the whatever taxes, and then everything else is considered distribution. So, yes, exactly. I think that part is super clear, but I just wanted to really show the difference between the two of how it gets over, and I think this is also the reason why people get confused of if they’re paying their quarterlies through their business account or if they’re paying their quarterlies through their personal account. So always make sure that you’re talking to your CPA and make sure that you understand how and where you’re paying taxes from as well.

 

And I will say a little plug for CPAs all over the world, is that I say, if you had to pick, I feel I am a lawyer. I’m a business lawyer. And if you had to only pick a lawyer or an accountant as a small business owner at the beginning, start with the accountant, because that. I mean, I don’t think you should start with only one, but I always say, if you’re backed into a corner and you have to pick because that the tax code is complicated small businesses, and a lot of it is that it’s going to save you a lot of money. It’s very rare that you’re going to spend more on your accountant than they’re going to save you from, you know, all of the little nuances, and that’s a perfect example, is that you can operate for years, and then one day, your accountants, like, you know what it’s going to make sense to make an S election. And I will say I have worked with in my 15 years of practice. I’ve worked with literally hundreds of accountants, and everybody has a different opinion. So some accountants, every single LLC, they set up or that get set up, you know, for their client, they say, elect that s, take the S election, no matter why. It doesn’t matter if you make $12,000 a year. Some of them are like 100 200 300,000 if I had to aggregate all the opinions of the accountants that I’ve spoken to, around a $50,000 in net profit is where it for sure, for sure, like the costs are outweighed by the benefits and but again, I really always recommend people speak to their own accountant, because, you know what is if you have a spouse or partner, what are their what is their income look like? So what does it look like altogether? You know, do you have other sources of income that impact it? And so it’s never, you know, there’s never an ability to give people just a blanket advice, like, if you make this much money, this is you should do this. It’s all very dependent on your personal financial picture and the financial picture of your own business. But if I had to give like a general aggregated number, that would kind of be it.

 

And I love that you focused on profit, because that’s such an important piece. You can have a million dollar business with 50,000 profit, and you can have a $200,000 business with 50,000 profit. And so those are two very different businesses, but profit is the same. And so when we’re looking and this is why I love having kind of an internal advisory team, I look at your attorney, your financial advisor, your CPA, you want to have these people that understand your entire financial health, because the recommendations that they’re going to make for you are it’s very personalized based how old you are. If you have children, when do you want to retire? Are you going to be exiting? I know you know certain people. We don’t see this very much in spas, but I have a lot of friends that are doing startups and and they’re saying, Well, you automatically would go for a C Corp because of the capital gains when you sell, right? So that’s, you know, not really a small business like spa thing that we’re dealing with. But it could be, as private equity is coming into our industry so much more, and we’re going to do that.

One thing about the S election is an S corp has to meet certain criteria, which most small businesses easily meet. They can’t have more than 100 shareholders, which obviously none of these do. But it also, the end the owners have to be us individuals. So it can’t be entities. So this happens a lot where, you know, maybe two people are in business together, and for, you know, convenience or whatever, they decided it’s like their LLCs each become members of the LLC the spa. And you cannot select at the spa level if you have LLCs or corporations as members. So, you know, you can elect LLC that for each individuals, LLCs, the S corp, and it all flows through, and it still works. But those are things, same thing. If you are like, Well, I have this plan to scale and franchise or grow or whatever, and I’m going to be bringing investors, well, venture capitals, never, well, not never, say never. But. Almost never going to invest in an LLC and nor an S corp, obviously, because it wouldn’t qualify. But it needs to be a C Corp. And so this is again where I tell people, don’t freak out, because you can convert entities from one thing to another, or you can form a new C Corp and merge it in. There’s lots of opportunity, if and when you get to that bridge. But it’s important to understand these things. Because if you were like, oh, you know, I got a message received, you know, s select, but then you’re also talking to, like, a group of angel investors to invest in the business this year, when you have to understand these various kind of moving parts and how they impact your business. And this is exactly what you’re saying. Is having a kind of a lawyer on speed dial, an accountant on speed dial, a financial advisor on speed dial, those are fantastic to have, because if we’re and I love when people are like, can we get on a call with my CPA? I’m like, yes, let’s do it. Like I tell every I ask them every year, like when we’re doing our planning, is, can we all be on the call together? Because then I’m not having to. And yes, it’s expensive, but it’s so worth it. It’s so and playing telephone between everybody. Sometimes the message gets warped and it’s not the correct information one way or the other.

And typically, it’s probably not going to be something so wild that, like so wildly wrong that it fundamentally changes, you know, the the advice that’s given from one professional to another. But I do think that it is a worthwhile thing. And when people say, you know, like, I don’t have legal or county in my budget, and it was like, well, redo your budget, because if you want to run a small business and grow it’s important that you that you invest in those pieces so that you’re not again, spending exponentially more trying to unwind a mistake down The road.

So true. Okay, so we talked about compliance. We talked about the, you know, your tax entity elections. Let’s talk about some of the other, like, little things when your business licenses do. That’s also kind of like a state thing. I always, you know, like, Do you have a Registered Agent, or is is your attorney, someone that’s handling that for you? Is that something that you know put these things on your calendar, right, that when you have to have them do? And if you’re listening to this in January, you likely, I mean, there’s some time in the past year just do a an audit. Mine’s always due in December.

So I, you know, feel like, oh, it’s, you know, fresh in my mind, but I realized that maybe other people’s probably is not due in December. It can be anytime throughout the year. What are some of these additional things? And then I want to talk a little bit about boi compliance and kind of what that means, because that’s been a big thing that my attorneys have been emailing me about this year and making sure that we’re all on track and all of that.

So yes, so this is my favorite. I talk about this a lot at the end of the year, and a lot again, at the beginning of the year, which is when you’re taking time to make plans or make a budget or kind of regroup. It’s a great time to put these things on your calendar. As an attorney, this is some of the things they see the most. So every state has different rules, but many of them have either an annual report of some sort or annual franchise tax. States like Nevada have an annual business license and report. And if you don’t, you know, file them when they’re due. Your entity can become suspended or even terminated by the state. Usually take some time, but the reason you don’t want that is because it can invalidate contracts that you know were signed during when a business wasn’t in compliance, like was inactive or suspended.

It can, you know, create, most importantly, it can open the door to personal liability, which obviously we don’t want. And so taking a time to say when you know what is due for my business and when is it due, and then putting it on your calendar. Because I do have a lot of people that come and they go, Oh, I thought my accountant filed my annual report. You’re like, wow, did you have a conversation with them? Because, you know, maybe they didn’t. So most states have some sort of annual report and or franchise tax. And it’s funny that they call, I don’t know where the term comes from, because when we think like franchise, but it’s just usually a fee. It’s either a flat fee or it’s a fee based on, you know, profits, or whatever. It’s different in every state. Some states have a state level business license. I gave the example of Nevada, but a lot of business license are actually local to your county, or if you’re in a big city, even into in the city.

So for example, the city of Los Angeles, which. Is obviously a huge city, has its own, you know, business license and permit requirements, but then all the things in Los Angeles County, but outside of the city of Los Angeles, answer to the county and so a lot of and it’s similar even in like, I’m based in Orange County, California, which is kind of more spaced out than Los Angeles, and then each city so Irvine has certain license requirements. And I think there’s a few important things. Most people who have a spa are fairly familiar with them, because you need these in order to open and get your, you know, certificate of occupancy. So most people, at least did it once, and they know what they needed. Sometimes it kind of flies out the other ear, and then we’re we don’t remember, and most of those are renewed annually. So make sure you’re getting those renewals on the off chance that, yep, go ahead.

I was just saying I know, for me, being a military spouse and moving so many times if you’re in if that’s a part of your lifestyle, that you know you’re moving and then you’re setting up shop again. And you know, figuring that out every single at one point, I lived in Fairfax County, when I was living in Virginia, and Fairfax County has, like specific county, and now I’m in montgomery county. Montgomery county has specific laws that are different than the state, that are different than federal so like everywhere you go, and also, like being an employer in multiple states, the workman’s comp is different. Not called workman’s comp in certain states. It’s called something different, you know.

So really having an understanding of these little their little laws that can cause big problems if you don’t know what they are, and that’s why, you know, I’ve used you as an attorney several times. I also have attorneys that are based in the DMV area that know specifically all the laws in this area you know.

So think about that as well. If you’re someone who lives, you know, where close to state borders, or close to where you can have kind of moving from counties and states and all that, yeah, and not to throw like, another wrench in it, but another big issue. A lot of spa owners. They might have one or maybe a few, but they’re all in one state, and it’s easier to kind of think about compliance. But then they have E commerce, and they sell across state lines, and do sales tax in those other states. And how do you collect it? How do you do it? So there are a lot of complications, and again, it’s not to scare people are to overwhelm people. There’s a lot of information out there, and again, having professionals on, you know, speed dial to be able to have that answer, or to get that answer for you, and just to not freak everybody out. Most states, if you like, live in one state and you sell to people in other states, there are Nexus laws, which are basically, and of course, they’re different in every state, but it’s basically like, what is the trigger that is considered, you know, now you are operating in that state, and so usually they’re fairly high thresholds, like, many 10s of 1000s of dollars of revenue into that, like, directly from that state. But a lot of people are like, Oh, I have a niche in California. You know, I work in New York, but I sell $100,000 a product in California. Or if you end up with us, you know, a most people are, it’s more like drop shipped, or shipped directly from, you know, manufacture, whatever. But if you have a warehouse space of some sort in another state, you have to foreign register your entity in that state, stuff. So there’s a lot of moving parts. And this is just why it goes back to kind of asking yourself, like, how am I operating what states Am I operating in? What counties or cities Am I operating in? And then trying to go reverse engineer that way. So you know, what do I need to know, where my employees located? Where’s my business located, what are the rules here? And so the business license, the Franchise Tax workers copy, talked about those insurance coverage. You know, those are all really good things to look at at the beginning of the year and make sure that you have the coverage you need. That’s another thing that you kind of touched on the beginning that I was thinking about is with med spas and and licensure coverage is your insurance coverage, and also that it’s your as the business owner, it’s your obligation to make sure that those licensed professionals that you are maintaining, but you have a copy of their license, you know that they’re maintaining their licensure, their continuing education, any additional training that is required of them that you are on top of making sure that they are getting that proper training, because the liability ultimately can be on the business owner if they are, you know, in default on any of that.

So let’s wrap this up. With BOI compliance, yes. What is it? How do we ever Yes. So the boi stands for beneficial ownership information report, and it’s the it’s under the corporate Transparency Act, which was a law that was passed last year, that was passed actually the year before, but it went into effect, and it basically is to prevent money laundering and and kind of illicit business in these company, US based companies. But the impact is that basically all the small businesses in the United States have to file this report. Now it is free, and it’s actually quite simple.

So you go on, it’s, it’s run by FinCEN, which is the Financial Crimes Enforcement Network, and it’s a piece of the US Treasury. So if you go to fincen.gov, F, I n, C E n.gov, you can find the boi report. You can file it online. Basically what it’s requiring is information about your company, so you know, what state is it in, what’s the name of the company, where was it filed? What’s your EIN number, and then beneficial owner information about the beneficial owners and and there’s a little bit of legal nuance, but for these, for small businesses, it’s pretty clear which is anybody that owns 25% or more of the business or has a substantial control over the business. So you could be the sole owner of your business, then you’re a beneficial owner. But if you have like a COO or a CEO that you’ve hired, or President CFO whatever, they are probably a beneficial owner too, because they have substantial control over the business, and then you basically have to put in that personal information, so that person’s name, their home address, their driver’s license or passport number, and a photo ID and the and that’s it. It’s actually quite simple and easy to file online. You technically file it one time, and then you would only have to update it if the beneficial owners change or if the company information changes. So if your company moves, or the corporate address moves, you’re supposed to file an update so anybody that owned that the end it for any entity that existed before January 1, 2024, they technically are supposed to have complied by December 31 2024 except that a court in December or late November of 2024 said that it’s unconstitutional and unnecessarily burdensome and whatever. So there was a stay on it. So as this plays out in the courts, is it technically do, I think as of today, when we’re having this conversation, the US Treasury had not commented on whether they needed, you know what, what their opinion was about, whether it was going to be enforced or whatever. But the the penalties are big. It’s like $500 a day. Who’s to say how they’re going to enforce it, and against whom they’re going to enforce it. But I always tell people like, it’s a pretty easy thing to comply with, and the potential, you know, penalties are, are certainly burdensome on small business owners. So some people have concerns about the, you know, privacy, that’s where, that’s why this is in court, that it’s unnecessarily burdensome, that it’s an invasion of privacy. You know, it’s a, it’s a government owned database. Now, of all these people and their things, I personally, I own quite a few entities, and I filed my boi for all of them. I don’t, I don’t feel like my personal information is very personal anyway, so I don’t care, but that’s what you need to know, is that basically, it’s in legal flux. We don’t know, we don’t know whether it’s going to be enforced and how it’s going to be enforced. If you rule, just CYA, yes. So, so I’m still advising my client, especially because I’m like, my clients are not like, it’s Monday morning. Like, let me check on the status of this, the boi report. You know, like, out of sight, out of mind. Get it done. You know, if you want to stay up on it, you’re welcome to, like, follow us. Treasury there. You know, they’ll send you updates, I guess. But it is important to understand that it is for for basically any small business owner that’s listening, it is absolutely required. There are certain limited The only limitations that could impact some of these listeners are, if your business does like 5 million in revenue or more, and has 20 full time us employees, and you might be exempt. So if you’re doing that, and you can, you know, and you’re like, I might qualify as an exemption that doesn’t have to report your public company, you don’t have to report. There’s other things that most of your listeners probably don’t don’t meet those exemptions.

 

But just to it’s. Take you about five minutes to complete it. Just do it. Have that done. Don’t have something come up and surprise you. So this was so much information, and I know, like legal stuff makes me just like, but I think it’s really, really important for business owners to know it’s kind of expanding our knowledge.

We kind of jump into a business and like, Yes, I’m going to do this thing that I love and I’m passionate about it. I’m going to have freedom and all of these things. But the deeper you get into it, there are a lot of complexities. But just make sure that you you don’t have to be an expert in all those things. That’s why it’s like, have your people that can advise you, that can help you, that can give you guidance and make sure that you are protected Absolutely. Where can people find you? Follow you, get in touch with you.

 

Yeah. So you can find me at my website, not your father’s lawyer.com, or on Instagram at not your father’s lawyer. Those are the easiest places you to hold me. It’s got my contact information there.

So perfect. And we’ll link everything up under the show. Thank you so so much. This was so incredibly helpful. I want all of you listening to go take action via this is, this is how you build a company, not just create a hard job for yourself. Do these things. All right, we will catch you on the next episode. As always, if you want to keep the conversation going, I want you to head on over to the spa. Marketing Made Easy. Facebook group, the number one free resource out there for estheticians, focused on business building. We’ve got weekly marketing tips, a monthly goal setting and planning session, monthly esthetician business book club, plus a community of 1000s of estheticians committed to business building in the spa industry. I’ll see you there.

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EP 414: Bringing IV Therapy into Your Aesthetic Practice with Jenn Plescia of IVs by the Seas

The aesthetic and wellness industry is rife with “trends,” and while some may have thought this service would be a flash in the pan, market and consumer data shows that integrated aesthetic and wellness services are here to stay with potential for massive future growth. 

One of those integrated services is IV therapy. While it’s not a service every spa can or should do, it does provide an incredible opportunity for those aesthetic and healthcare practitioners who are equipped to add value to your clientele. Joining me on the mic to discuss IV therapy is my guest, Jenn Plescia, DNP, APN, FENP, the founder and CEO of IVs by the Seas, an in office aesthetics and mobile IV hydration practice in New Jersey. 

Beyond being a successful entrepreneur with an inspiring business origin and growth story, Jenn is a board-certified Family and Emergency Room Nurse Practitioner who received her Doctorate of Nursing Practice (DNP) degree from Rutgers University in 2017, and she has over 10 years of Emergency Medicine and Urgent Care experience. 

Jenn believes in treating patients as an entire entity and identifying the root cause of their healthcare ailments and aesthetic needs so she can help optimize your health and well-being from the inside out. 

Whether you’re someone who desires to or is qualified to bring IV therapy into your aesthetic business, this episode is a great listen for any aesthetic professional as they consider bringing new therapies or equipment into their practice or finding the right businesses to partner with and recommend should your clients be interested in receiving IV therapy. 

In this episode, we discuss: 

  • Jenn’s origin story of how she began offering IV therapy and hydration as a service during the pandemic and how her business quickly took off thanks to connections, referrals and social media 
  • The things every aesthetic practitioner or Spa CEO should know before bringing IV therapy into your practice and why it’s critical to have a close relationship with your medical professional you’re bringing on board
  • The ins and outs of navigating potential emergencies and how this informs hiring and team-building decisions 
  • Why Jenn prioritizes digging into the science of her client’s lab work and the importance of tailoring IV treatment plans 
  • Plus, Jenn’s insights on profit potential, crafting an incredible client experience and aesthetic atmosphere, and key legalities and liabilities to consider

To keep the conversation going, ask questions, and connect with other like-minded aestheticians building thriving careers,

join the free Spa Marketing Made Easy Podcast community

References Mentioned in Episode #414: Bringing IV Therapy into Your Aesthetic Practice with Jenn Plescia of IVs by the Seas 

  • Connect with Jenn via Instagram @ivsbytheseas and visit her website to learn more about her practice and educational opportunities
  • Connect with Jenn directly by emailing her at: info@ivsbytheseas.com

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EP 413: 6 High Profit Spa Services for 2025

This year has been challenging for many spa owners and aesthetic professionals. Given economic uncertainty and market trends, we will likely have another challenging year ahead. However, there’s still plenty of opportunity to tap into and ways to get creative so your business can thrive. 

Remember, some of the most long-lasting, iconic companies have been built during economic downturns. While it may feel like an uphill climb, keeping the course and working to prioritize profit can yield fantastic results and growth. 

In this episode, I’m going to provide you with six high-profit spa services you can leverage in 2025 and beyond. These services provide you with plenty of profit margin so that your business can stay stable or grow, even if you experience seasons of slowdown. 

In this episode, you’ll learn: 

  • The booming growth of new sectors within the aesthetic market and how you can harness them as a medical spa
  • How to build recurring revenue into your services and creative ways to build in more add-on service revenue and boost retail sales with your service offerings 
  • Key cost considerations as we move into 2025, as well as tips for targeting new demographics

To keep the conversation going, ask questions, and connect with other like-minded aestheticians building thriving careers,

join the free Spa Marketing Made Easy Podcast community

References Mentioned in Episode #413: 6 High Profit Spa Services for 2025

  • Listen to past episode of Spa Marketing Made Easy #264: Expanding into Virtual Education with Kathy Taranto
  • Learn more about the Emage Medical® Image Pro® SUNLITE and tune into our walkthrough episode of this device on Ep.365 

Subscribe on Spotify Subscribe on Apple Podcasts

Welcome to Spa Marketing Made Easy, a podcast for spa owners who want to step up their leadership and business skills and step into the role as spa CEO. I’m your host. Daniela Woerner, CEO of Addo Aesthetics and Founder of the Growth Factor Framework® Program, where we teach, coach and guide spa owners in scaling their spas to the next level of growth and unlocking freedom in their life and their business. I’m so glad you’re here now.

Let’s dive into the show profit over revenue all day, every day. That is what we’re screaming from the mountaintops over here at Addo Aesthetics. Now we believe in building a business that supports the life that you want to live, which, by the way, can shift and change based on the season that you’re in. Now, when you’re focused on profitability in your business, you have more freedom, freedom to slow down in a season, if need be. Freedom to invest in a new piece of equipment, freedom to hire additional staff.

So as we’re moving into 2025 I wanted to share a list of six high profit services to consider adding to your service menu. And if you want to do a good deed for the day, consider sending this episode to a friend in the esthetic space. Maybe you’ve heard the quote life gives to the giver and takes from the taker. Always Be a giver.

Also, the first three are for those in medical esthetics only. So if you’re in a day spa model, don’t worry. I definitely have some high profit services for you as well. Just be sure to listen to the entire episode.

Okay, so first up, medically assisted weight loss. Big surprise for anyone who has been in our world for the last year, year I have been talking about this non stop. I’ve been following this extremely closely, and the growth has just been tremendous.

Now there was a report that skytail group and Q site put out showing that the weight loss and dietary and dietary lifestyle segment push spending to 1.2 billion in 2023 which was a 236% increase from the previous year. Now, with the amount of growth that I’ve seen from the practices that we are working with directly, this number is going to continually increase. I cannot wait to see the data that they get from 2024 and this is even with trispatide Taking off the shortage list. Okay, practices are still going to continue to grow with semaglutide.

Now, when we look at total non surgical spend. So when we’re talking about medical esthetic services in the US that are non surgical, that number is 15 billion. That was in 2023, 1.2 billion of that was medically assisted weight loss. That is a huge margin for something that hasn’t really been this, you know, service that everybody talks about knows about, as they do today.

Now consider that neurotoxin, which Botox, Dysport, Xiamen, juvo, all of the different neuromodulators, right? So that neurotoxin category is the largest piece of the pie. It was at 4.8 billion. So if we see medically assisted weight loss surging up doing 1.2 billion in such a short period of time, it’s really something to pay attention to.

Now, the thing with medically assisted weight loss is that we are helping our patients with a lifestyle shift. Medical spas are not just getting rid of lines and wrinkles anymore. Okay, we are shifting to overall wellness, and we’re seeing that in the services that patients are requesting. So the point is to create a successful medically assisted weight loss program. You don’t want to just bring on semaglutide. You want to have a process around it. What’s the entire client journey? Are you incorporating any type of nutrition or exercise or even mindfulness? We want to help our patients make a real lifestyle shift.

Okay. Now, side note here, be sure to check the show notes of this episode, because next month, in January, we are offering a two hour workshop, style master class on medically assisted weight loss. We’re going to go over all the business aspects, the pricing. We’ve, of course, have resources for you to launch or relaunch this into your practice. Now, if you’re a founding member of APA, meaning that you joined in 2024 you get to attend this class for free, as well as all of our master classes we’re having each month, and there’s still time to become a founding member, so be sure to check the show notes for that.

All right now this is going to lead me into our next high profit Service of the Year, and that is BioIdentical Hormone Replacement Therapy, or HRT, which is a lot easier to say. Now, hormones have been in the medical esthetic space for quite some time. I remember back in 2012 I had a training on them, but they’d never really taken off, as I believe we are about to see in the next one to two years. And this is directly related to the fact that we are seeing such a shift towards overall wellness, and also that they couple so beautifully with medically assisted weight loss.

So I think that we’re going to expand our demographics and the industry. We’re going to see patients who have not ever considered going to a medical spa, but now they are. And as many of you know, weight loss, or, you know, having weight that’s not coming off in the way that you would traditionally lose weight oftentimes has a hormonal component to it. So Biot is a company that I have heard good things about from some of our nurses. They offer a lot of support. I do not have any type of relationship with them. I’m just repeating what I have heard from our nurses that are doing well with medically assisted weight loss and HRT.

So again, if you’re already doing medically assisted weight loss hormones, is absolutely something that you should consider. Added bonuses for both of these services is that they are relatively low price points, and they work on a monthly pay schedule. So that means recurring revenue. Big plus, you know, I love recurring revenue.

Okay, so let’s move right along to high profit service number three, and that is IV therapy. Yes, we are very much continuing on with services that focus on overall wellness. But what I love about IVs is that, yes, you can totally have an IV lounge that works. But what’s interesting to me, as someone who really loves productivity, is using this as an add on while you’re receiving another service.

So think about your filler patients that need to numb and are just sitting there waiting for the cream to start working. Think about CoolSculpting, or M sculpting. Yes, I know that with certain areas, depending on what you’re treating, you may be in a weird position, but with others, you could totally be receiving your service and a drip at the same time. Any way that we can increase revenue per hour per room really makes me happy, and this is a way that we can make our patients look good and feel good. Super, win, win.

All right, high profit. Service number four is consultations, and this is the bridge between medical spas and day spas. So historically, we’ve seen medical spas offering consults. Many of them even have a patient care coordinator, which is a dedicated role specific to doing consultations and essentially sales. They’re helping the patient map out a treatment plan that will help them reach their skin care goals.

Now I truly believe that if you are not offering consultations in your practice, then you’re leaving a lot of money on the table. So a very long time ago, I worked for this guy named Matt Toronto. You may have heard of him. He and his wife, Kathy, and Kathy’s been on the podcast before. We’ll make sure that we link that up in the show notes. But those two have they’re like an esthetics power couple. They’ve really made their mark on the industry. They have a hugely successful medical spa and also a consulting firm called mint esthetics.

Now, anyway, when I was working for him, he taught me to always spend a couple of minutes going over all of the things that we offer, not just the thing that the patient came in for the consultation for. So the patient may have a family member or a friend who’s in search of that service, and they didn’t even know it was possible. So years ago, while I was working for bat, I took his recommendation and went through the process, and the patient I was consulting with was completely unaware that tattoo removal was even possible. It’s a great way to give brand awareness and position yourself as an expert.

Now, in a day spa, you may be doing consultations for acne, but not for anything else. And yes, I know, I know there are a lot of clients who they just want to come in for a facial but what about offering them 30 minutes before or after to do a retail consult where you ask them to bring in their current products that they’re using? Clients love this. It also shifts the energy. G from kind of slight anxiety around retail, which a lot of providers feel, to your client directly asking you to review their home care with them, it shifts it.

Now we are also big fans of image medical and the sunlight Pro that they offer. So having an imaging device like this in your office, it allows you to measure apples to apples and truly show the progression that your patients and clients are making. Because let’s be real, people forget what they looked like before, regardless of you being in a day spa or Med Spa. So consultations, overall, they up level the client experience. They give you better before and afters, and they help you to cross sell even more.

All right, next up is number five on the list, and that is waxing. Yes, good old fashioned waxing. So if you have a day spa, it’s a great idea to hire in a provider who loves waxing and is fast. Now the top areas are going to be bikini and Brazilian underarms. And in terms of facial waxing, you’re going to have brows, lip and chin.

Brazilian will take the most skill and gold standard for this is really offering a 15 minute service. The consumable cost should be somewhere between four to $6 i like it closer to four, and that means that you have a highly profitable service on your hand. The fastest way that you can kill this profit margin is by blocking out 45 minutes to an hour. For a Brazilian, I would recommend a 30 minute block that’s going to give you time to greet the client, give them time to get undressed and not make the client feel rushed.

Over the years, I’ve found that there are two types of providers in the world, those who are waxers and to those who are not. I am not. So could I learn and could I be great if I really put my mind to it? Of course I could, but it was just never really my thing. So find someone who loves waxing, who has the talent and your bottom line will benefit.

Okay, now on to the last, but certainly not the least, that is spray tan. Now, spray tan is a great service for brides, or if you’re in an area with a younger demographic. So I typically see a younger, you know, 30 and below are the the people that are getting spray tans more regularly. Now you can have a provider that hand sprays, or you can actually purchase a booth that does the work for you. Of course, that is going to be more money up front.

Now, like waxing, this is a short time to complete the service with a very low consumable, which is why I added it to the list. Now, make sure that you understand if you’re looking at purchasing any type of equipment, make sure that you’re paying attention to where that equipment is coming from. In our current political climate, if there are tariffs that are introduced into certain countries, then we want to understand how that’s going to affect our equipment that we’re purchasing. So pay special attention to that before those go into effect.

If you’re going to be buying a piece of equipment, make sure that you know where that’s coming from and understand if the price is going to go up in the coming year. So keep that in your mind as you’re thinking about profit.

Okay, now before I wrap this up, I want to share a couple of other trends that I’m seeing in our industry that definitely align with wellness. So I’m talking about saunas, the infrared saunas. I’m talking about float tanks, cold plunges and even salt caves. Adding these into your practice if you have an extra room, could be a great way to add value to your membership. Could be a great way to target a different demographic.

I’ve actually been doing some research on online for different spas, and I’m actually seeing a lot of wellness centers add float tanks, cold plunges and saunas, and targeting athletes, and targeting CrossFit gyms, and targeting these types of places to get more men to receive massages and just sauna, cold plunge, etc, for overall wellness, really interesting way to attract a new vertical of clients into your practice.

Okay, so if you align with any of them, they do have the potential to add a large amount of profit to your business.

Now I want to wrap up how I started, and that is by saying profit over revenue all. All day, every day, that’s the money that goes into your pocket. Yes, we love what we do, and what a blessing it is to love what we do, but it’s also okay to love to get paid as well.

Thank you so much for listening, and I will catch you on the next episode.

As always, if you want to keep the conversation going, I want you to head on over to the Spa Marketing Made Easy. Facebook group, the number one free resource out there for estheticians focused on business building. We’ve got weekly marketing tips, a monthly goal setting and planning session, monthly aesthetician business book club, plus a community of 1000s of aestheticians committed to business building in the spa industry. I’ll see you there.

 

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EP 410: Launching and Selling More Retail Through Events with Emilie of Team Addo

Whether you’ve dabbled with hosting events in the past with varying degrees of success, you’ve got your sights set on hosting more events in 2025, or you think events aren’t the right fit for your business (I’d like to challenge you on that belief 😉), this episode is jam-packed with insights from Team Addo coach Emilie, who generated $150,000 from mini events this year including an $8K in one day retail launch. 

If you’ve never had the pleasure of being on a coaching call with Emilie or catching one of her live trainings within our Addo programs, let’s do a quick intro! 

Emilie Drolet is a licensed aesthetician with a bachelor’s degree in communications who has been working within the beauty industry for over 10 years and is leading a successful skin clinic. Her mother started the legacy business in Ottawa, Ontario, Canada, over 40+ years ago.

Emilie is a wealth of knowledge, full of insider Spa CEO insights, and just a joyful person to be in the company of — I know you’ll get so many golden nuggets out of this conversation with her! 

In this episode, we discuss: 

  • The big picture overview of Emilie’s event success so far this year and how bringing in private label to her spa’s offerings and utilizing virtual events factored into her spa’s success 
  • What she did to make her events a success, including her marketing timeline, reach out, and seeding, plus how she made it through marketing the event without having product on hand until the day of! 
  • Emilie’s mindset tips for hosting events that meet your goals and a walkthrough of her events strategy 

To keep the conversation going, ask questions, and connect with other like-minded aestheticians building thriving careers,

join the free Spa Marketing Made Easy Podcast community

References Mentioned in Episode #410: Launching and Selling More Retail Through Events with Emilie of Team Addo

    • Tools mentioned in this episode: Shopify and Mangomint
    • Tune into Episode #400: Creating Spa Profit & Flow with Daniel Lang, CEO of Mangomint 
    • Tune into one of our previous episode with Emilie – Ep. 246 – $5K in 7 Days – Crushing Promotion Goals and Pivoting to Online Success with Emilie Drolet

 

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