Shorr Solutions: The Podcast Ep. 92 - Strategic Expansion Framework: Unlocking Growth for Your Aesthetic Practice with Alex Nottingham, JD, MBA - Shorr Solutions


In this episode of Shorr Solutions the Podcast, join our host and practice management expert, Jay Shorr and special guest Alex Nottingham, JD, MBA, CEO and Founder of All-Star Dental Academy, as they unveil the secrets to achieving phenomenal growth for your aesthetic practice. Alex, an expert in dental practice management, shares his highly effective strategic expansion framework that has helped numerous practices transition from good to great.

Discover the business growth formula that focuses on maximizing conversion rates, increasing patient retention, boosting referrals, and unleashing the power of effective marketing strategies. Learn why training your team is as crucial as investing in marketing and how the right approach can lead to substantial revenue growth.

From enhancing phone skills and scheduling to leveraging the six human needs for employee engagement, Jay and Alex delve into practical insights that can elevate your practice to new heights!

Schedule your free 30-min consult with our expert, Jay Shorr, here!

Convert more patients and boost your revenue! Sign up for our Conversion Cascade online course to attract more patients, convert calls to consults, convert consults to treatment and keep patients coming back for more. Get started here! Use code PODCAST to save 20% OFF!

Free Workbook: “How to Build & Maintain Your Dream Cosmetic Practice”. Download now here!

Connect with Alex Nottingham

00:00:04:06 – 00:00:54:17

Welcome to Shorr Solutions: The Podcast. I’m your host, Jay Shorr. I’m the CEO and Founder of Shorr Solutions, a national and award-winning consulting firm, assisting aesthetic and surgical practices with their operational, administrative and financial success. I have an amazing team of practice management experts and clients across the U.S. and as an industry expert with firsthand experience owning a multi-million-dollar cosmetic dermatology and plastic surgery practice.

Listen in as I lend you my expertise and best tips to successfully manage and grow your aesthetic practice. I will also be bringing in guests along the way, so get ready to be equipped to operate your aesthetic practice strategically and profitably. Welcome to Shorr Solutions: The Podcast.

00:00:54:18 – 00:03:34:22

Jay Shorr

Hello and welcome to another episode of Shorr Solutions: The Podcast. It’s my pleasure to introduce a special guest today, Alex Nottingham.

Alex Nottingham is the Founder and CEO of All-Star Dental Academy, a leading dental practice management training company. A colleague of mine in the dental space and it’s very interesting because Alex is also an attorney and I can’t say this about many of my guests, but I knew Alex from a young man. I knew Alex when he was in high school, actually just getting out of junior high school, high school through his undergraduate studies, through law school, and then came back.

I knew him before he got married and had a family. So it’s a very special guest to me because I’ve known the family for many, many years. And now Alex is a colleague of mine, so we commiserate back and forth. We throw ideas back and forth. So, Alex, thank you so much for being a part of our day.

I’d like to say a couple of words. Introduce yourself.

Alex Nottingham

Well, as I often affectionately refer to you as Uncle Jay. And what’s also interesting, Jay, is that you are the inspiration or, you know the inspiration to All-Star Dental Academy. My father is a good friend of yours. You play golf with him regularly. And I just wanted to note that for many who don’t know my story because you may be wondering you are law schooled and in dentistry?

So my father’s a dentist and he was facing financial difficulty. You were there during that period of time and both of us helped, you know, at different periods and we told him the same thing. But I was still working for Tony Robbins doing business coaching and my MBA, my law degree and his practice was in trouble, so I offered to help.

I was able to send a lot of business to his office through marketing, but they weren’t converting. So you know the importance of customer service. I brought Heather, my wife now. At the time, my girlfriend, and she was a Bloomingdales trainer, a sales manager, and we took a $1 million practice, brought it to 2.4 million in 18 months through phone skills and scheduling, which is our bread and butter.

And so that’s a little bit of how I got into it. And I said, This is amazing. How can I scale this and help other dental practices? And that’s how All-Star Dental Academy was born. And since then we offer an online training program. We have coaching, we do events, we have a hiring service which was inspired by you, Jay and I love your quote, “I Never stole an idea I didn’t like”, but it wasn’t a total steal. But we talked about it and You said, “Alex, you should do this in dentistry. I said, okay. So we we do that as well and it’s very popular. So that’s my origin story, if you will. And you were around. You’ve seen it all

00:03:34:18 – 00:10:37:22

Jay Shorr

Wonderful. I love seeing things grow from the very, very beginning. I love being an inspiration and a mentor to young professionals as I’m on my way out someday. You are the rising star and the all-star and now All-Star Dental Academy. So what I want to speak about will be several different topics, and we like to go with business growth because you mentioned about getting your dad’s practice and that’s kind of like what Shorr Solutions does.

We take practices from the very, very beginning start ups and we help them in their inter and intraoperative phase. And then finally we end up with the exit strategy and succession planning. But you’re in this business growth and that’s how you helped your dad. And it’s a very remarkable, great story. I was in that with you from that beginning.

And then fortunately, your dad had the opportunity to sell his practice and semi retire. All right. But let’s talk about business growth, because when we talk about business growth, I really want to know what is the business growth formula? Is there a real formula? Is it just words? Define what that means to you.

Alex Nottingham

So the business growth formula, we we talk about this. I do a webinar a few times a week and as part of the webinar and this formula was adapted, and  listen, borrowing your line again, you never stole an idea you didn’t like, but I’ll use a different word, a different phrase. When I was working for Tony Robbins, he would teach us “model the best in business and we worked with Jay Abraham.

Over there are Tony Robbins for many years and Scott Hallman, and there was a model that Jay, same name. He had this formula that he used in terms of how businesses grow. And so I adapted that for dentistry, and I’ll kind of give you the formula kind of how it works here. There’s only four or five steps, so the first step in any business and again, you can apply it to medical as well, you got to have some sort of marketing coming in.

It’s going to be internal marketing or it’s going to be external marketing, internal marketing referrals, external marketing, SEO, pay-per-click, websites, what have you. And then if you do take insurance. So if you’re medical or dental, you’re taking assurance. If you’re not in that industry, don’t worry about it. There’s other ways. But that can also be a marketing source, a way of getting new patients to engage.

Now, how do they typically engage you? What’s the first step?

Jay Shorr

Well, usually it’s by phone or by email. They’ll find you either on social media, they’ll find you on Instagram, Facebook, your website. You know, that’s what you have been very instrumental in helping practices like that. And then they’ll call or send an.

Alex Nottingham

Email and what was interesting is at the dental office from my father, we would get a lot of emails too, and it was amazing. The emails didn’t convert as well. You could say the email is kind of gray area, but we can lump them together: email conversion. But ultimately there has to be a conversation. We got to have a phone call or some interaction to then cross the threshold into we’re going to have an appointment, we’re getting there.

The first step is a phone call, and that’s where 80 to 90% of the magic happens of the conversion for marketing. Just think about it. If we start and I’ll give you some numbers for this as well, I’ll give you the numbers in a moment, but you have to convert the phone call. That’s your biggest step. Then after the phone call, they got to show up.

We have my head instructor all star. He’ll lose his mind when it comes to broken appointments. But they happen and they’re killers. They’re production killers because you’re losing production and you’re paying the providers. Then they show up. Now the goal is that they accept treatment and we provide them treatment to help, and the goal is to have them accept so we have case acceptance. And this is the same because I know you play a lot in the aesthetics medical. So we have these big deals that are going on.

Jay Shorr

We call it the conversion cascade. We have the cylindrical conversion cascade, which is market to call, call to consult, consult to treatment, treatment to retreatment, and it goes to referrals. And in that circle.

Alex Nottingham

And this is similar, I have it going in the visual on the webinar goes this way, So case acceptance, then referral and then that’s revenue and then the referrals kind of circle. But actually technically yes, the referrals can go back into the marketing bucket. But the way I do it from an analysis perspective, let’s just do some basic numbers here.

Let’s say you have $1,000,000 practice, whatever that might be, medical or dental, and let’s say that 35% of phone calls convert into an appointment and that based on call tracking research that we’ve studied, that’s about the number 35%. And maybe they are different in medical, but let’s say, 35% for argument’s sake. So you start with $5 million in opportunities and 35% of 5 million is 1.75 million, which means all the rest.

What is that? 3.25 is gone. Yeah, it’s gone. So you, you have the opportunity because you had to get somewhere. So now you’re at 1.75, now only 85% we find. And that’s being very generous show up for appointments. So now that 1.75 drops to 1.5, now we’re still dropping. But you can see the biggest tip was phone skills.

That’s why we’ve positioned ourselves as the phone skills experts in dentistry is so important. Then just 60% will accept treatment, Jay, so now we dropped to $900,000.

Jay Shorr

That’s a good number. If we get 60% or better, we call that a good number.

Alex Nottingham

So we’re on the same page. Again, these are all research numbers and then we we see about 15% where we refer on average on really good companies or good offices will be more, let’s say 15%. So now that bumps us up to 1 million just for easy math. We started out five and through all these dips we ended at $1 million. Does that make sense?

Jay Shorr

Yeah, of course it does. So in that conversion ranking, which I call the conversion cascade, you know, in order to get a greater market share, there is only a certain amount of dentists, oral maxillofacial surgeons all in that dental market. For you. We’re more penetrated because we have doctors and we have aestheticians and we have nurse practitioners and physician associates.

So there are more actual practitioners in our marketplace to treat. Now you’re speaking hopefully more on the cosmetic side, you know, and that’s the route that I took with your dad and my wife did, you know, that’s where these comes in, you know (Pointing at his teeth), So you have to end up in order to get a greater market share. It’s either one of two things, and I call it the pizza pie scenario, and that’s, if there’s only a certain amount of market share in there. Your competition is going to take a piece of that. How do you increase the market share? I say make a bigger pizza, All right. Because there’s only a certain amount of people that can get that.


00:10:40:17 – 00:12:49:15

Jay Shorr

How did you design this business growth formula?

Alex Nottingham

Like I said, it was modeled from Jay. And I just look to, I have the numbers that we know from the research that we’ve seen, and then we just say, what’s the patient experience journey, essentially. What’s the journey? We know we have to convert the phone call. We know they have to show up, they have to accept treatment and then they refer.

Those are kind of the key points of training that we do and we say, Oh, that’s the patient experience. Notice that business growth formula is the patient experience monetized because often the patient experience is just this nebulous concept, but we’re monetizing it. Now, I’m not saying that the business growth formula is something that you’re going to use as your key performance indicator necessary.

It’s a very gross example, but it gives you the idea from the macro perspective of what can happen. So let me give you a couple examples here to support the magic of the business growth. If we can improve each area by a net 5% only, this is the power of incremental improvement, okay? That 5 million in opportunities, instead of being 1.75, we convert 40% from 35% to 40%.

Now we’re at $2 million. That’s a quarter million dollars more of the next step, because if we improve phone skills, then each area we’ve improved 5%. So showing up is 90%, 1.8 million, 65%, 1.2 million for case acceptance. And then 20% refer 1.4 million. So, Jay, I know you’re pretty good at math. What was the difference? We were $1 million practice, now we’re 1.4.

Jay Shorr

$400,000, which is a 40%, you know, increase on that. And here’s my thing. When you do that, the net profit is going to be substantially higher because your fixed costs are already being paid. So what you on that incremental revenue substantially to the net profit is going to be greater because you don’t have to pay the fixed expenses that are already there.

00:12:49:20 – 00:13:35:09

Jay Shorr

All right. It may be a little bit more on the cost of goods sold, but let me ask you I ask you, does it work for all businesses and not just dentists? Let me ask this question, because in aesthetics, which I’m in, we have so many variables, such as surgical, non-surgical. On the surgical side, we have face and body on the non-surgical side, we have the neurotoxins, the dermal fillers, we have the radio frequency treatments.

On the dental side, and there’s a lot of dentists now that are involved in the neurotoxins and the dermal fillers as well. Does your formula work for dentists and aesthetic.

Alex Nottingham

This formula works for every business and that’s what I say it at All-Star Dental Academy. What we teach can work for any business. I have medical practitioners, I have plastic surgeons that do it. It’s a small percentage. I’ve had physical therapists. I still do, that use the program. It can work for anybody. But we’re specialized in dentistry. Our coaching, our language.

That’s why when I have a specialist come to me, a Periodontist, Endodontist, we have a lot of them, they go, “but we are different and you are different, but are you a business? Yeah. Do you make money? Yeah. Do you provide customer service? Yeah. We can help you and we’ll speak in your language. Dull dental stuff, we call it.

So you’re comfortable, but it’s all the same with respect to it. So yes, it doesn’t matter. Dermal fillers, perio, maintenance, protocols, or even dentist doing botox. I mean, you’re lumping these are the big macro numbers we’re just saying that bottom line, we have these opportunities and it’s this funnel, whether we call it the business growth formula. I have one that I had fun with called the black hole, where I took the business growth formula and I built it as a black hole and you see it funnel down and everything as you make these mistakes on this patient experience, it just sucks the money away.

So we what this demonstrates is training is so important and the phones, is even more important than case acceptance, because if you can’t even get them to case acceptance, you know, that’s where the big drop comes. So again, it’s very safe for dentists and physicians to invest in clinical and they love it. But it’s your team that’s so important.

It’s training them, it’s role playing, it’s providing customer service. That’s what people buy, you know, Mark too, my other uncle. Right. And he always says, look, you have M.D. at the end of your name. That’s all that matters. And if you can provide a great experience, that’s what separates you.

00:15:27:10 – 00:17:08:11

Yes. We’re going to take a quick break and a slight intermission, because what kind of business would we be if we didn’t tell you about our own services? I’d like to take a moment to tell you about our conversion cascade online course. We want you to be trained to convert more patients and boost revenue in your aesthetic practice.

So with our conversion cascade online course, you and your team will be able to master two key important things to growing your practice and becoming successful, converting and retaining new patients. So as a step by step sales funnel, the course is designed to help you and your team attract more patients, convert calls to consults, convert consults to treatments and procedures, and keep patients coming back for more.

Not only will our conversion cascade online course help strengthen and develop your team’s phone and sales skills in order to acquire, convert and retain loyal patients, but will also serve as a valuable onboarding training tool for every new team member. Plus, in this course you’ll receive downloadable marketing checklists, phone scripts, conversion tracking tools and more. Sign up for the course to get started on increasing your revenue and converting more patients today.

It only takes less than 4 hours to complete the course. You can finish it at your own pace and you’ll have lifetime access. And as a special thank you for our podcast listeners. We’re giving you a 20% off discount. Just enter the code PODCAST to start saving. Click the link in our show notes to sign up for the conversion cascade online course and convert more patients now.

00:17:09:07- 00:19:14:08

Jay Shorr

Let me just talk about the main priorities. Number one, medicine and dental is a science. It’s a way to heal the sick and injured in our worlds, in aesthetic, cosmetic dentistry, and aesthetic, cosmetic medicine. It’s the way to look and make people feel beautiful and look beautiful. It’s one of the most respected professions today. Whether you have MD, DO, DMD, DDS, whatever those titles are, because it’s an elevated level of education but never lose sight of the fact that medicine and dentistry is a business.

And unfortunately, people don’t treat it like the business it is. And they love when people like you, and I come in and share that the patient experience is great. But I don’t hire receptionists. I hire Directors of First Impressions because when somebody calls, a prospective patient slash client and somebody answers that phone and they call and they’ll say, Dr. So-and-so’s office, how can I help you?

No, I like to rephrase that and say, you know, dermatology, plastic surgery, this is Jay and I can help you. A closed ended question versus all the other terms that you hear people say today. Please allow me to be the first to welcome you to our practice. It is something different than most people do versus how can I make your day and how can I make your smile more beautiful? Things like that. But number one, patient safety and employee staff safety is paramount in our business and protection of our practitioners licenses is number two. Have fun, make money because we have to treat it like the business it is. And Alex, how do you explain this to staff who may only be staff associates? They’re not business owners. They may not feel the same way about the almighty dollar, because all they see is the incoming money. Nothing that goes out.

00:19:14:11 – 00:21:57:23

Alex Nottingham

I’ll answer that question and remind me to tell you what happens when we increase the business growth formula by 12% net. That will be fun. So with respect to your question, an associate, that’s not looking for ownership is a team member. And I think that it goes back to the leadership of the office. It’s interesting. I did a webinar with Robin, which we we spoke to our director of hiring and we did a webinar, we did a podcast on recruitment versus hiring because they’re kind of synonymous.

And I looked up the word recruitment and I really liked what it meant. Hiring is more of an act. Recruitment is the bigger picture. Recruitment means to bring somebody to your cause and oh, I love that stuff. The cause, right? So we have to always be recruiting and even recruit while we have people that are employed. We have to recruit them to our vision.

They have to drink the Kool-Aid. Not everybody is motivated by money. You got to pay them enough that they’re happy, but they’re going to spend a big part of their time in the office and so we want to make it enjoyable. We want to make it with this personal growth. Will we all agree? What is our goal? And it was interesting, 90% of dentists and physicians at the level that we’re talking about esthetics, they’re all about customer service.

That’s what they want to do. They feel good about it. They know it makes money. It makes sense from a money perspective, but they feel good about it. And if we all rally behind that, then we’re going to make those changes. We’re going to role play, we’re going to come to events, we’re going to be coached, we’re going to do all that because it’s to the patient’s betterment and it’s also to our own personal growth.

And that’s what I see. I know both of us do events and you see the transformations happen with people when they’re coached and when they’re coming to the events and they’re interacting. And that is the goal that the leaders have to take in making that investment and that commitment. And if you’re just going to say, you know, I want you to show up and be just as enthusiastic about me or about the office as I am, and they’re not making they’re not getting the net income.

It’s not their baby. It just come in and do your job and go home. They’re going to lose an enthusiasm. I run a tennis league in South Florida. Okay. And the vision of the league was not just about winning and losing. And it took me a few years to get this through my players skulls. But now they’re seeing it.

They’re like, this is a fraternity. This is something important to me. The mission, the vision. Right. And as small as that, you’ll see your team be more interested in their tennis league or their selling club or whatever they’re doing. And you want that same mentality when they come to the office. It’s like a club for them. We’re working, but we’re working towards a vision.

We’re passionate about it.

00:21:58:10 00:26:43:00

Jay Shorr

There is several stages in that recruitment and you know, as we start there is the recruitment to get good team members. But it’s the recruitment first, then it’s the interviewing, then it’s the hiring, then it’s the training, then it’s an incentification, and then it’s retaining. Because in the world of quiet quitting and I didn’t invent this term, quiet quitting.

I laugh because I was watching something on one of the major news channels last week and I was seeing how people it’s the younger generation, they record a video of them resigning and sending it on to their boss.

I also heard there was somebody in Wal-Mart that got on: Attention shoppers! this is Jay Shorr. I quit! And I’m thinking the nerve of somebody to actually do that, But they’re not feeling the love. That we felt many, many years ago. And everybody is really worried about the dollar versus how these people make a difference in your business.

Jay Shorr

And Alex, comment on this, if you will. They have always said that money is not necessarily the number one reason that people stay. Young people don’t understand that.

Alex Nottingham

When you gave me that example. First of all, that person would not do that to their tennis league or their Rotary Club or I know you do a lot with charity. They wouldn’t do it for the charitable institution. And I have a YouTube channel, both for All-Star Dental Academy and for just my own musings on wealth and mindset and creativity.

And what I did was on the six Human Needs by Tony Robbins, my mentor, and what I hear from this guy, there’s a need it called significance. We want to feel significant, and not everybody has a different way of expressing that. And this person that’s saying, I quit, they want significance, they want that attention. And so their need isn’t being met.

Jay Shorr

Is it any different in your marriage?

Alex Nottingham

It’s true. And the more that you can touch on these human needs, significance, certainty, variety, growth, the more you can touch on these needs for your employees. Tony says if you can get four or more of these needs met, it becomes an addiction. If you can give people certainty in your office that they know that their paycheck is safe.

If you can give them variety something new to do, if you can give them significance, they feel good about what they’re doing, right. If you can give them a loving connection, they feel connected to the practice and growth. They would never do something like that. They’re hooked. It’s a drug. And so we joke, drink the Kool-Aid. That’s what it’s about.

I mean, we use the word there’s even books written about this. You take the word cult, you back it up a little bit and that’s what you want. You don’t want the crazies, but you want people that love what they’re a part of. Does that make sense?

Jay Shorr

Yeah, of course it does. We talk about training in your mentor’s Tony Robbins. Mine was Steve Jobs.

Alex Nottingham

Love Steve.

Jay Shorr

And, you know, we talk about training and he gave an example when I was listening to him and somebody said to him, Well, training because he lets everybody teach him, not he teach them. And I thought that was a great way to run a business. Somebody said to him, Well, Steve, what happens if we spend all this money in training and they leave? And he sat back for a second and he looks like us with the hair. All right. And he says, “But what if I don’t train them and they stay?

Alex Nottingham

I like that.

Jay Shorr

And I thought that was probably one of the best things I’ve ever heard, because if you don’t train them and they stay, you’ve got an uneducated robot, All right? If you train them and they leave, though, so be it. At least you got from them what you put into them at the time. All right.

Alex Nottingham

First of all, let me just say I love that quote. I got to write that down. You’re just endless sea of these great wisdom and quotes. That’s a good one, because I talk about that a lot, too.

Jay Shorr

I never stole an idea I didn’t like

Alex Nottingham

I know you’re so happy for me to take it. That’s a good one, because I do. I do talk about that. People say, well, I’m going to wait to train because I don’t have the right team. Well, is it better to have the wrong team not train or the wrong team trained, which is exactly what you’re saying.

Jay Shorr

In my former practice, we had training every week and people said, we would close a half a day Wednesday and then the following week, a half of a day on Friday. And other practitioners used to say, You spend an awful lot of money in training. I said, I don’t spend anything. I invest. Because the money that it costs me to train, that I invest, I’m getting back tenfold in their ability to properly secure.

00:26:44:00 – 00:33:29:06

Jay Shorr

So I said marketing, you know, marketing is the kool-aid that started this conversation. All right. Because the marketing is what drove the phone call as you went through all your scenarios of what percentages of the people actually will answer the phone once you went to the market, That’s even the worst. They call, they leave a message, or the marketing that you spend and they send an email and nobody responds.

And if you think that that patient is only calling you, you are sadly mistaken.

Alex Nottingham

That’s right. Well, they might be calling multiple people or they might have called you, but if you didn’t convert them, they’re going somewhere else. It’s that simple.

Jay Shorr

So let’s talk about what should we spend in marketing in our business? Is there a percentage? Is there a dollar is or an average? I know you’ve helped a lot of practices with their marketing.

Alex Nottingham

The number is about 5%, 2 to 5%. And if you want to be really aggressive, 10%, that’s high. We kind of joke when it comes to insurance companies that insurance companies say that they’re marketing, but insurance companies are writing off 40 plus percent. I would never work with a marketing company that I had to pay 40%. So that’s not good marketing.

But 5% is is a safe is a safe number.

Jay Shorr

All right. So what marketing sources now let me just ask for a second, because… don’t laugh is going to show my age. Years and years ago in our former practice and you know it well was in your neighborhood. I spent $12,000 a month. Don’t laugh! in Yellow Pages.

Alex Nottingham

That’s not a problem.

Jay Shorr

And it worked. It worked. It was the only g ig in town. Can you imagine what, $12,000 a month in past to the future value dollar would be in web site, a month, website and PPC and Instagram, Facebook Marketing. Where should I invest my money today?

Alex Nottingham

Yeah, that’s a good. That’s a good point. Where to invest? Well, I’m not going to claim I’m a marketing guru anymore. I used to be, but I mean, you got to do, look, the basics and this is this is pretty sad. You have to have a website and some don’t. It’s crazy. So you’re way behind if you don’t.

You need a responsive, optimized website. I like WordPress platform. I know some say they have priority platform, but I like WordPress because I can own it. I would own my own website, have my own servers, hire marketing company to work with it. You can change themes. I would have a separate tracking number on everything that I do so that I can measure how many calls were coming in from each source, and I would own that.

You can use call tracking metrics or at All-Star Dental Academy for our dentist. We we provide a service they can do that where they can track. You have voice over IP which is fine, but voice over IP will not necessarily track unless they have that additional service. Every little out, inbound call, they’ll just track everything. So you want to be able to segment, here’s how things are going.

You have to optimize your website. Sorry, you got to do it. You got to compete on SEO. Google is the big bear in the room. YouTube is number two. You should be on YouTube because YouTube’s the second biggest search engine. So you’ve got to be putting videos out there. You got to be doing social media. Social media may help you, but it can hurt you if you don’t do it.

You’ve got to be on all the esthetic platforms like Instagram, Facebook. If you want to play with TikTok, people are there. It doesn’t hurt. You can actually, a lot of companies will do this for you, but you can post one place and it will broadcast in multiple places. Interact. I would do it. And if you have a team like I have somebody in my team that loves social media and she’s doing it and doing amazing, find someone on your team that can do it and comment or hire it out.

So those are I mean, those are the traditional and then you have billboards. And I think at the end of the day, it’s just simple. Look, I would try many things, but I would track everything and do what works. So if Yellow Pages still works, do it. I don’t know if it’s still around. But billboards, for example, and direct mail are known as a more traditional source of advertising or TV.

They may still be viable in your market. Test always test, test and track. And then you look at your ROI. If I spend X, what do I get? But the baseline is I would just say, Jay, You got to have a website, you’ve got to be doing SEO. I probably do some pay-per-click and social media. Local searches are all the things you just have to.

Everybody’s doing it and you have to compete in that area if you want to be a top dog. But there’s the other areas to kind of keep hunting for. But this is something that I know people might feel overwhelmed with so much I have to do, but it’s little by little incremental. Just take the next step, keep working on it.

Just keep your attention on training. Keep your attention on marketing.

Jay Shorr

If you don’t manage what you’re doing, you’re going to be spending a lot of money. When we’re talking about the phones and VoIP, there are several platforms. There’s like RingCentral, Weave is a special one that I like because they have payment systems that if you missed a call it text you at least to let you know that they’ve received the call.

It is a VoIP platform and that’s a whole different topic. I’m doing another lecture on AI next time and I’m speaking on AI and VoIP, which is the newest thing out there today. And you know, when we talk about marketing, don’t throw your money away. If you’re going to do it, do it right. But you have to manage it and you have to analyze it.

So many people have websites and I call it the unbalanced scale. When you’re just creating your website, you’re going to need pay-per-click. Once you have organic and the SEO, the search engine optimization that’s able to pick up, you can unbalance the PPC, but you’ve got to be seen and you’ve got to get known because your competitor will and you know what’s the amount.

And so you throw enough spaghetti against the wall. Whatever sticks is. I’m going to get there. Alex mentioned in the very beginning the amount of declining percentages from what you don’t do properly and the amount that you’re losing is actual physical dollars, which is more profitable because your fixed costs are already spent.

Alex Nottingham

I think that many practitioners don’t realize they’re bleeding money. In my webinar, I call it the silent Killers. In your practice, phone skills, scheduling, turnover or actually disengaged team is what I call it. You’re being, you’re bleeding.

00:33:30:05 – 00:37:59:16

Alex Nottingham

Now here’s kind of as we kind of get to the conclusion of our vision here of the podcast, what happens if we add a net 12% to the business growth formula?

The 5 million, If you’re a 47% conversion, you’re at 2.4 million. If 97% show up 2.3 million, 72% accept treatment 1.6 million, 26% refer, 2 million. So Jay, our mathematician, we we were $1,000,000 practice. We improved each area by net 12%. The revenue is now 2 million. How much did we grow?

Jay Shorr

Million dollars.

Alex Nottingham

We doubled our business. That’s why I was able to more than double my father’s business because we killed it in a good way on the phone and people were showing up. They were accepting treatment. No wonder you. So the point is you got to play on each level. But I know many practitioners will say throw money at marketing and say, help me out of this whole when you’re just kind of leaking water somewhere else in the ship.

So you better be training because if you do what I say, you do. And I’m Brian Tracy. I had the great pleasure of writing a book with. He always says that when you’re have a business to really build a great business, think about, ifyou never have the market. Could you still survive? And so if you do what I’m saying with the business growth and you’re training and you’re converting and people are referring, you’ll never have to spend a dime on marketing.

That’s baseline. I still would invest in marketing, absolutely. But you know that you have a solid core and you’re not beholden to having to buy your way out of things. You’re just investing in something great you have.

Jay Shorr

The only concerns I have with that is that you will have incremental growth revenue on upselling the upsell and referral, but you’re not really going to generate new growth. I have a saying, and you can steal this one as well, I say, “I like to eat what I grow.” People use the expression, “you have to eat what you kill.” I don’t eat what I kill because when I kill it’s dead.

I eat what I grow. It’s the difference between an annual and a perennial, I want it to keep generating and regenerating because the more new people you get in, the more referrals that you will get in, which arithmetically progress. And that is where growth comes from.

Alex Nottingham

I’ll tell you, I have practices that cannot spend on marketing. They had to shut it down because their log is six months. They’re getting so much activity from referrals and from people that continue to come back for re cares, right? So they have that ongoing revenue and then they’re doing cosmetic work that they’re just so, so full. And you see some of these great plastic surgeons that you work with.

And remember when you say there’s no marketing, of course they have a website, they’re on local, but they’re so well known, people are calling in. Like my father, for example, he’s retired, he works part time. He still has a website, he’s still getting phone calls. I haven’t touched that website and it’s still generating phone calls.

So the point is, I like what you say. You should eat what you grow and and still invest in marketing. It’s just good business to do both. Now, obviously you can hurt the patient experience if you people are calling, you can’t get them in. So you can dial it down. But also there’s this line that everything is marketing.

But the beautiful thing about the business growth formula, Jay, that can put a lot of people to rest kind of at ease is that I can double my business without having to spend a lick on external marketing. Theoretically, I still believe both of us agree you should invest in marketing. Both. That’s good business, but you know you’re not beholden to it.

Jay Shorr

With that, we’ve hit our time and boy, time goes so fast when you have a good time. I would like to personally thank Alex. I love doing this with you, Alex. It makes me feel I don’t know if it makes me feel old. I’m at the end of my rope for another ten years that I may want to continue to do this, but I love seeing the new guy like yourself has been doing this for a while now, coming in and since I’ve known you as a young man, that it’s really an honor and a pleasure to have you. And I look forward to being on your podcast as well.

Alex Nottingham

Thank you, Jay.

Jay Shorr

Thank you so much.

00:38:01:02 – 00:39:33:12

So that wraps up today’s episode of Shorr Solutions: The podcast. If we mentioned any website links, you can find them in our show notes to work directly with me and our award winning team of consultants to increase efficiency, increase revenue and decrease costs in your aesthetic practice, schedule a free consult with us today.

We will help you establish and refine your aesthetic practice’s protocols for maximum efficiency and productivity, decrease your expenses and increase your profitability with an expert financial analysis of your business. Attract more patients, convert calls to consults, convert consults to treatments and keep patients coming back for more. With our sales training, coaching and complimentary access to our conversion cascade online course.

Recruit, hire and train new team members and manage any staff turnover with our human resource expertise plus more, head over to our show notes and click on the link to schedule a free 30-minute consult with us today.

And if you enjoyed today’s episode, don’t forget to spread the word and share this episode with your friends, colleagues and the rest of your team. Remember to also follow us on social media @ShorrSolutions and sign up for our e-newsletter. You’ll learn about our latest tips, blog posts, services, videos, webinars and more.

Links to our social media channels, and to sign up for our e-newsletter are in our show notes. So see you next time and remember to leave us a review and subscribe or more valuable content.

Questions? Contact Us

[gravityform id="3" title="false" description="false" ajax="true"]

Trusted Expertise