The Wrong Hires are Killing Your Practice
Welcome to “Beauty and the Biz”, where we talk about the business and marketing side of plastic surgery, and how the wrong hires are killing your practice.
I’m your host, Catherine Maley, author of “Your aesthetic practice – What your patients are saying”, and consultant to plastic surgeons to get them more patients and profits.
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The Wrong Hires are Killing Your Practice
When things are NOT going as well as you like, there is a tendency to focus on getting more patients, hoping that will solve your problems.
So you throw more money at advertising to attract new patients expecting that to fix everything.
But does it? 9 out of 10 times, you discover it is not the marketing holding you back. Or your pricing. Or the competition.
It’s the team you have in place since the wrong hires are killing your practice.
There is a chance you have the right people, but they don’t have the training to be revenue-producing rock stars.
Or, you have the wrong team member (s) that are never going to step up to the plate and be where you need them to be for you to grow to the level you expect.
Instead of addressing this personnel problem head on and dealing with it, it’s easier to hope the problem resolves itself so you ignore the warning signs because you are already too busy running your practice to open up THIS can of worms.
But now the problem starts to fester when you ignore it…
There is increasing discourse with the other team members who start complaining about someone not pulling their weight;
You can feel the tension among the team members and so can your patients,
Important protocol is not being followed that could jeopardize patient care,
Your patients are complaining about the service they are getting (or not getting) or worse,
Your accountant says the numbers are suspiciously off.
When you analyze things, you too many find that the wrong hires are killing your practice.
These are indicators that it’s Time for a Staff Change
Awareness is the first step. No matter how much you may like someone personally, if they are not a good fit, a change needs to happen. Once you acknowledge that, you can fix it.
You can no longer ignore this issue. It’s time to “free” that bad egg on your staff so they can work somewhere else where they are a better fit.
You now have the opportunity to hire the revenue-generating rock star you have dreamed about but weren’t sure how to identify …..until now.
Staff salaries can consume 25%-50% of your operating costs so the goal is to get much more than that back in terms of productivity and results.
A-level talent makes the difference between a practice just getting by and an exceptional practice that stands out from the others.
So, Here are 3 ways to Hire A-Players:
1)Hire Character Backed by Skill
This is huge. Instead of hiring people and spending a ton of time and effort training them to be hard-working, loyal, passionate, team player and consistent, you hire people who are ALREADY hard-working, loyal, passionate, team-player and consistent. See the difference?
A-Players come packaged with the right mindset so you don’t spend extra time or money motivating them. They are motivated already to show up and do the job to the best of their ability.
2.Become What You Want
Come up with a list of attributes you want in a hire. Examples include: integrity, passion, discipline, self-starter, caring, results-oriented, process-driven, resourceful, pleasant demeanor and so on.
This will help you more clearly see those attributes in people who interview with you.
But here’s the tough part – BE those attributes you want. Be the role model A-Players can look up to since you have set such a good example.
A-Players want to work for an A-Player who challenges them and gives them opportunities to grow financially as well as mentally into a better person than they are now.
3)Use The Rule of 3
Some people are very good interviewees but they underwhelm you once they are on the job. For example, they bragged how good they are with technology and with people, yet you find they struggle to open excel and end up being curt with your patients.
To avoid that, follow the rule of 3:
- Interview at least 3 different people for the job
- By 3 different people on your team
- At 3 different times of the day
The A-Player will become obvious when you compare them to others and the B and C players will show their true character with so many points of contact.
This takes longer but it saves you so much time and money down the road so it’s well worth the process.
And 4)Pay for A-Players
Just like you tell price-shopping patients they get what they pay for, we can use the same mindset here.
When you pay extra for A-Players, you know this is money well spent because these top producers end up being free since they are consistent.
These quality team players always out-produce their salary and bring you opportunities to grow with less stress, liability and hassle.
But don’t overpay on the hire. Let them prove themselves first.
I recommend you pay just a bit more than your competitors and then offer benefits, as well as add on other perks to make it even more attractive such as flexible or virtual work time, personal time off, free training, free or discounted non-sx treatments, employee discounts on skincare products, monthly fun staff events, annual bonus paid on productivity and so on.
If you are struggling to find great people to join your team, please reconsider your process for finding them, what you are looking for and how you pay them. Follow the above advice because chances are, the wrong hires are killing your practice.
I will close this with a quote from Jack Welch, Voted one of the best CEOs of our time who ran General Electric and this is what he said:
Business is a game, and as with all games, the team that
puts the best people on the field and gets them playing
together wins. It’s that simple.
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👁 DON’T MISS THESE INTERVIEWS 👁
➡️ Robert Singer, MD FACS – Former President of The Aesthetic Society: https://www.catherinemaley.com/podcast/ep-86-robert-singer-md-former-president-of-the-aesthetic-society
➡️ Grant Stevens, MD FACS – Former ASAPS President: https://www.catherinemaley.com/blog/ep-44-covid-19-update-with-asaps-past-president-dr-grant-stevens
➡️ E. Gaylon McCollough, MD FACS – Former President of AAFPRS, ABFPRS, AACS: https://www.catherinemaley.com/podcast/ep-88-e-gaylon-mccollough-md-facs-past-president-abfprs-aacs
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