Med Spa CEO Podcast Episode Summary

Title: The #1 Sales Mistake That’s Costing You Clients and How to Solve It
Host: Heather Terveen
Guest: Dr. Gabrielle Friedman
Release Date: March 19, 2025

Introduction

In this compelling episode of the Med Spa CEO Podcast, host Heather Terveen welcomes Dr. Gabrielle Friedman, a seasoned chiropractor from Quincy, Massachusetts, who brings nearly three decades of experience to the table. Dr. Friedman shares her transformative journey from traditional chiropractic practice to integrating aesthetic services like weight loss programs and red light therapy, highlighting crucial sales strategies that have revolutionized her business.

Dr. Gabrielle Friedman's Professional Journey

Background and Early Career
Dr. Friedman began her chiropractic career under the mentorship of her father, a dedicated chiropractor who transitioned from a career in chemical engineering. Inherited in 1997, Dr. Friedman took over the family practice in Quincy, Massachusetts, navigating the challenges of establishing her own practice after her father's early retirement due to changing healthcare dynamics.

“I joined him in ‘95, knowing that eventually I was gonna buy the practice from him when he was ready.” [04:10]

Expansion During COVID-19
During the COVID-19 pandemic, when many practices faced closures, Dr. Friedman sought innovative ways to sustain her business. This led her to discover the Kyro Thin weight loss program, which not only benefitted her personally and her staff but also resonated with her patients, sparking a new revenue stream.

“I discovered a weight loss program, which I tried, my husband tried, my staff tried, and that really worked.” [02:34]

Identifying the #1 Sales Mistake

The Challenge of Selling Aesthetic Services
Despite her success in traditional chiropractic services, Dr. Friedman encountered significant hurdles in selling her weight loss and red light therapy packages. The primary issue was a disconnect in presenting comprehensive solutions to her patients, leading to lower conversion rates for elective services.

“I was losing them. I wasn't selling them. I don’t know if I didn’t have the confidence... I couldn’t figure out what I was doing wrong.” [07:07]

Historical Sales Attitudes in Chiropractic
Dr. Friedman noted that chiropractors often struggle with the sales aspect, viewing it as disingenuous or “sleazy,” which inhibits their ability to confidently present and sell packages that could genuinely benefit patients.

“It’s just an exchange... you’re just presenting the solution to their problem.” [06:52]

Solving the Sales Mistake

Adopting a Package-Centric Approach
A pivotal moment came when Dr. Friedman discovered Heather’s advice on creating comprehensive packages that serve as complete solutions rather than piecemeal offerings. This shift encouraged her to bundle services in a way that addressed all aspects of a patient’s needs, enhancing value and increasing sales.

“...[I’m] selling the package to the red light. She’s doing Cairo [Radian] then. And then she came in yesterday and she’s love myself...” [30:13]

Mindset Shift: From “Shirking” to Enthusiastic Presentation
Previously hesitant to discuss pricing and benefits, Dr. Friedman transformed her approach to be more enthusiastic and confident. She moved from being apologetic about prices to confidently presenting them as great deals that offer substantial and lasting benefits.

“When you're presenting the finances, I was kind of like, shirking back. And now I'm just apologetic. I'm sorry. These are the prices... It's a great deal.” [00:08]

Implementation and Results

Immediate Success Post-Strategy Change
After implementing the package-centric approach, Dr. Friedman witnessed a dramatic increase in sales conversions. On days with fewer patient visits, the sale of packages remained robust, underscoring the effectiveness of the new sales strategy.

“I sold three packages yesterday. It was nutso. It was crazy.” [12:38]

Enhanced Patient Satisfaction and Business Growth
Dr. Friedman emphasized that comprehensive packages not only boosted sales but also enhanced patient satisfaction, as clients experienced more holistic and effective treatment outcomes. This led to a positive feedback loop, where satisfied patients fueled further growth through referrals and repeat business.

“Everybody loved. Everybody was so happy. Everybody looks great. Everybody was smiling like, that was a great day.” [30:12]

Key Takeaways and Insights

1. Comprehensive Solutions Over Partial Offers:
   Presenting bundled packages that address all of a patient's needs leads to higher satisfaction and better outcomes, reducing the likelihood of incomplete treatments.

   “I’m only giving them half the story because I’m thinking, well, at least they'll buy into this part.” [19:07]

2. Mindset Matters:
   Transitioning from a hesitant to an enthusiastic sales approach can significantly impact conversion rates. Confidence and clarity in presenting services build trust and encourage patient commitment.

   “We’re excited. We’re like, you’re gonna be gorgeous. You’re gonna feel amazing.” [14:42]

3. Clarity Generates Confidence:
   Clearly defined packages and game plans provide both the practitioner and the patient with a roadmap to success, fostering a sense of trust and reliability.

   “Clarity produces confidence and conviction.” [22:32]

4. Emotional Connection Through Storytelling:
   Utilizing before-and-after visuals and personal stories enhances emotional engagement, making patients more likely to invest in comprehensive treatment plans.

   “Show before and after X-rays... it's like, oh, okay. Yeah, I want that.” [32:07]

Future Plans and Closing Thoughts

Expansion and Continuous Improvement
Looking ahead, Dr. Friedman is excited about further integrating aesthetic services, refining her sales processes, and expanding her skincare line. She is committed to continuous learning and adaptation, ensuring her practice remains at the forefront of both chiropractic and aesthetic excellence.

“I feel like I'm just at the beginning of learning how to do these things. So I just think it's just going to get better and easier...” [35:19]

Inspiring Confidence in Fellow Practitioners
Dr. Friedman encourages her peers to adopt a holistic and confident approach to sales, emphasizing that patient-centric solutions lead to sustainable business growth and enhanced patient well-being.

“All of us are heart-led practitioners... then you can get behind it. Right. Because then you're like, this isn’t just like, oh, let's upsell.” [22:32]

Connect with Dr. Gabrielle Friedman
For those interested in learning more about Dr. Friedman’s practice and her integrative approach to chiropractic and aesthetic services, visit Family Practice of Chiropractic in Quincy, Massachusetts. Stay tuned as she continues to expand her offerings and enhance patient experiences.

Conclusion

Dr. Gabrielle Friedman's story is a testament to the power of mindset shifts and strategic sales approaches in transforming a practice. By embracing comprehensive packages, fostering enthusiasm, and maintaining a patient-centric focus, Dr. Friedman not only overcame significant sales challenges but also elevated her practice to new heights. Her insights offer valuable lessons for med spa and aesthetic practice owners aiming to enhance their sales strategies and achieve sustainable growth.

Notable Quotes:

• “I was totally doing this without realizing it. When you're presenting the finances, I was kind of like, shirking back.” — Dr. Gabrielle Friedman [00:00]
• “It’s an exchange of value.” — Dr. Gabrielle Friedman [06:54]
• “Clarity produces confidence and conviction.” — Heather Terveen [22:32]
• “We’re excited. We’re like, you’re gonna be gorgeous. You’re gonna feel amazing.” — Dr. Gabrielle Friedman [14:42]

Connect with Med Spa CEO Podcast:
For more insightful episodes on growing and scaling your med spa or aesthetic practice, subscribe to the Med Spa CEO Podcast and join Heather Terveen on a journey towards increased profits without sacrificing your personal life.