In this episode of For The Record, we dive deep into the world of aesthetic practice management with industry veteran, author, speaker and podcast host, Danielle Cobo. Drawing from her extensive experience at major aesthetic companies and her current role as a consultant, Danielle shares game-changing insights on turning vendor relationships into powerful business partnerships and building teams that drive practice success.
The Secret Weapon in Your Practice: Your Sales Rep
Remember that sales representative who stops by your practice? They're not just there to sell products – they're potentially your most valuable business consultant. Danielle reveals how these professionals have their fingers on the pulse of what's working across hundreds of practices nationwide. From million-dollar patient events to innovative marketing strategies, your sales rep has seen it all and can bring these insights directly to your practice.
But here's the real game-changer: about 90% of a sales rep's job should be helping you sell through inventory, not just selling to you. That means they're invested in your success and can be a powerful ally in growing your practice. As they come back from their National Sales Meetings in Q1, be ready to ask them to share the best practices they’ve heard from their colleagues and how to bring those ideas to your practice.
Building Trust and Managing Challenges
One of the most valuable frameworks Danielle shared is the LAER approach to patient communications:
- Listen to concerns
- Acknowledge feelings
- Explore solutions
- Respond with a plan
This approach isn't just for patient interactions – it's a powerful tool for all challenging conversations in your practice. Danielle emphasizes that some of her most loyal customers started as her most frustrated ones, highlighting how proper problem-solving can transform relationships.
The Art of Smart Inventory
If you've ever felt overwhelmed by the sheer number of products available in aesthetics, you're not alone. Danielle tackles the common misconception that practices need to carry everything. Instead, she advocates for strategic partnerships with key vendors, explaining how this approach not only simplifies inventory management but can lead to better economics and stronger vendor support.
Building Your Dream Team
Perhaps most importantly, Danielle shares her expertise on building high-performing teams. Her key insight? Hire for character, train for skill. She emphasizes the importance of cultural fit and suggests using tools like DISC assessments to build well-rounded teams. The right team member might not be the most experienced, but they should align with your practice's core values and culture.
Next Steps
Want to implement these strategies in your practice? Start by scheduling a strategic planning session with your key vendor partners and use the frameworks discussed in this episode to maximize these relationships
Ready to Transform Your Practice?
Connect with Danielle:
Website: daniellecobo.com
LinkedIn: https://www.linkedin.com/in/daniellecobo/
Danielle’s Book: Unstoppable Grit: Break Through 7 Roadblocks Standing Between You and Achieving Your Goals