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The Wrong Hires Are Killing Your Practice (Ep.134)

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.

LEARN MORE ➡️ https://bit.ly/3ykNLEa

The wrong hires are killing your practice

⬇️. ⬇️. ⬇️.

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

The wrong hires are killing your practice

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.

Conclusion

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.

If you want to talk more about your specific situation, just leave me a message at https://www.CatherineMaley.com, or DM me on Instagram at https://www.instagram.com/CatherineMaleyMBA.

📖 Get a Copy of Catherine’s FREE Book:
https://bit.ly/3GuAJqc

​📲 Schedule a FREE 30-Minute Strategy Call with Catherine: https://bit.ly/3EOaKJV

👁 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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Catherine Maley

Catherine Maley

Catherine is a business/marketing consultant to plastic surgeons. She speaks at medical conferences all over the world on practice building, marketing and the business side of plastic surgery. Get a Free Copy of her popular book, Your Aesthetic Practice: What Your Patients Are Saying View Author Profile.

BEAUTY AND THE BIZ

Beauty and the Biz is for Plastic Surgeons who know they don’t know everything and are open to discovering the pearls to grow and scale a sellable asset when they’re ready to exit.

Listen in as Catherine interviews surgeons who talk about the business and marketing side of plastic surgery and listen to Catherine’s pearls from consulting with plastic surgeons since Year 2000.

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TESTIMONIALS

5/5
"Catherine outlined a plan that put key metrics in place, gave us a clear plan to follow throughout the year and trained our staff to increase their conversions by at least 10%. Since engaging with Catherine, I’m happy to report that revenues are up 15% over the last three months - 22% in the last month alone! I highly recommend Catherine’s consulting services to any practice looking for “best practice” additions to their operation."
Robert Sigal, MD
Robert Sigal, MD
"I have finally tapped into the most efficient way to grow my cosmetic practice and that is to “fish in the pond of my own patients”. When patients return to my practice, over 85% will purchase another service, product, or procedure. Not only was it worth over $200,000 in revenues this past year, it also reminds my patients I’m still around so they don’t wander off to my competitors. Catherine’s group has far exceeded our expectations and goals we had set up for them to achieve."
Victor Ferrari, MD
Victor Ferrari, MD
"Our consult conversions were running at 40-50%. Then we attended Catherine’s online training and implemented her strategies. They immediately increased conversion rates to 75-80%."
Anthony Corrado, MD
Anthony Corrado, MD
"I know how to run a profitable practice; however, it was not without major staff issues, inefficiencies and unproductive drama. With Catherine's guidance, I reorganized staff, set up processes for them to carry more of the workload and hold them accountable so I have more time to focus on patient care. The changes we put in place and the staff training to convert more callers and consultations will easily increase my revenues by 15% as well as save us time, money and costly mistakes. "
Evan Sorokin, MD
Evan Sorokin, MD
"Working with Catherine and her team has been very profitable. We’re only half way through the year and I’m up $200K and I’m booked out for the next 2 months even though we typically go into our slow summer months now. Her recent promotion brought in an extra $63,782 with more surgeries scheduled. I never realized how much money was sitting in my patient list but I’m a believer now!"
Robert Langdon, MD
Robert Langdon, MD
"Catherine Maley has one of the best Marketing Minds in the aesthetic industry, bar none. She understands the aesthetic patient and she also understands the challenges and frustrations we face as aesthetic surgeons. You will benefit from Catherine's tools whether you are new in practice or a seasoned professional.Turn to Catherine for guidance - she knows what she's talking about."
Edwin Williams, MD
Edwin Williams, MD
“Catherine’s Cosmetic Patient Marketing Service has been a great addition to our practice-building overall plan. While we still invest in our online presence, we also found immense value in the internal marketing efforts. We especially like that all results are tracked so we know we are getting a great return ... last year it was 1,148% and no staff time was used. That’s a much easier way to grow my cosmetic practice.”
Mark Mason, MD
Mark Mason, MD
"Catherine Maley turned our practice around. We converted more consultations in one week than we did in an entire month. Our practice went from a painful 50% no show rate to a remarkable 85% show rate. Even more impressive was our close ratio - from 35% to 80% and still increasing. We would recommend her to any practice that’s looking to not only increase their profits today, but sustain a healthy flow of income for many years to come. Thanks Catherine!"
Sam Assassa, MD
Sam Assassa, MD
"Catherine found me the best patient care coordinator I could have asked for. She worked out a payment plan that was fair to me and motivating to my coordinator. She also provided training tools to help my coordinator convert better, even though she was already experienced. The results have been phenomenal. So good, in fact, that my income increased 250% and I’m booked out for 3 months. Don’t waste any more time or money doing it yourself. Outsource to someone you trust!"
Andrew Lofman, MD
Andrew Lofman, MD
"Since we’ve been working with Catherine and her team for the past 5 months, we’ve brought in $79K in surgeries and have booked an additional 17 surgical procedures and 20 non-invasive body procedures since then. This does not include the additional new patient referrals and revenues we are seeing from the on-going nurturing of my current patient database."
Verne Weisberg, MD
Verne Weisberg, MD
"I had given my staff the goal to convert at least $35K per week in surgeries AND I gave them the tools to help which was Catherine’s Online Learning Center at More Patients Academy. They watched Catherine’s modules and implemented her strategies and converted $80K! That equaled a 2,550% ROI. Nice!"
Adam Stein, MD
Adam Stein, MD
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