Spa Marketing Made Easy Podcast Summary

Episode: SMME #420 – Building Strong Relationships with Your Vendors
Host: Daniela Woerner, Licensed Aesthetician
Guest: Danielle Cobo, Sales Consultant & Best-Selling Author
Release Date: February 10, 2025

1. Introduction to Building Vendor Relationships

Host Daniela Woerner kicks off the episode by emphasizing the critical role that relationships with vendors and representatives play in the success of a spa. She introduces Danielle Cobo, a seasoned sales consultant with over 15 years of corporate experience, including seven years leading a high-performing team at a top medical aesthetics company. Danielle is also the best-selling author of Unstoppable Grit: Break Through the Seven Roadblocks Standing Between You and Achieving Your Goals.

2. Danielle Cobo’s Professional Journey

[03:03 – 05:22]

Danielle shares her career trajectory, starting in dental sales before transitioning into medical aesthetics. Her experience includes pivotal roles at Sold to Medical and Allergan Aesthetics, where she led teams to become the number one in the nation within their topical aesthetics division. Danielle's shift to consulting was catalyzed by significant personal and professional challenges in 2020, including her husband's deployment, the loss of her mother, and the onset of the COVID-19 pandemic. These events prompted her to reassess her career path, leading her to develop a strong presence on LinkedIn and eventually offer coaching and consulting services.

Notable Quote:
"I started to reflect back and look at am I really happy? Am I doing what I want to do?" – Danielle Cobo [05:15]

3. Understanding the Dual Perspectives in Vendor Relationships

[09:22 – 12:14]

Danielle underscores the importance of viewing vendor relationships from both the practice's and the representative's perspectives. She explains that sales reps have specific quotas and pressures to drive revenue, similar to spa owners who aim to grow their businesses. Recognizing that both parties share the common goal of increasing sales and enhancing patient outcomes fosters a more collaborative and supportive relationship.

Notable Quote:
"Ultimately everyone's goal is to help drive revenue for the practice, for the sales rep. We have the same goal." – Danielle Cobo [09:22]

4. Strategies for Effective Partnership and Communication

[12:14 – 23:29]

The discussion delves into practical strategies for building strong vendor relationships:

• Clear Communication: Danielle emphasizes the necessity of open dialogues to align expectations. This includes setting meeting frequencies, training sessions, and support mechanisms.

• Collaborative Planning: Engaging in annual business planning with vendors to outline goals, challenges, and strategies ensures both parties are aligned and can work towards common objectives.

• Leveraging Vendor Expertise: Reps can offer valuable insights into successful practices and effective merchandising strategies. Utilizing their experience can lead to more effective patient events and increased sales.

Notable Quote:
"A true partnership is sitting down with the sales rep and saying ahead of time, what are some days that work for you?" – Danielle Cobo [14:42]

5. Navigating Challenges in Vendor Support

[24:11 – 27:46]

Danielle addresses situations where vendors may set high thresholds for support, such as requiring a certain revenue level before providing event assistance. She advises practices to:

• Seek Alternative Support: Utilize virtual trainings, online courses, and local reps to gain necessary support even if high-tier support isn’t immediately accessible.

• Encourage Rep Collaboration: Promoting partnerships between different reps can lead to cohesive promotions and comprehensive patient education, enhancing the overall effectiveness of marketing efforts.

Notable Quote:
"Use them as a resource. When you really invest the time in that partnership, you will both yield positive results." – Danielle Cobo [27:46]

6. Importance of Strategic Planning and Avoiding Reactive Approaches

[29:00 – 37:09]

The conversation highlights the necessity of strategic, long-term planning over reactive, last-minute decisions. Danielle advocates for:

• Annual Marketing Calendars: Planning promotions and events well in advance ensures better execution and reduces the stress of last-minute arrangements.

• Consistency: Regular and consistent collaboration with vendors leads to more successful patient events and sustained business growth.

• Intentional Decision-Making: Making informed, strategic decisions based on clear goals rather than reacting to immediate pressures ensures long-term success and stability.

Notable Quote:
"Successful patient events take weeks to plan... it's making a decision from a well-thought-out conscious space instead of a reactive space." – Danielle Cobo [32:44]

7. Leveraging Vendor Support Beyond Sales

[37:09 – 43:00]

Danielle discusses the multifaceted support vendors can provide beyond just selling products:

• Consultative Training: Helping staff deliver effective consultations that optimize patient outcomes and drive revenue.

• Merchandising Assistance: Providing strategies for effective product placement and display to enhance sales.

• Customer Service and Inventory Management: Offering training and tools to improve overall practice operations.

She also touches upon the value of her book, Unstoppable Grit, which offers practical strategies and insights from her extensive experience in the aesthetics industry.

Notable Quote:
"These sales reps, they're going to their national sales meetings, they're jumping on weekly conference calls... use them as a resource." – Danielle Cobo [37:09]

8. Conclusion and Final Thoughts

Danielle wraps up by reiterating the importance of viewing vendors as partners and resources. She encourages practice owners to actively engage with their reps, leveraging their expertise to achieve mutual success. The host, Daniela, emphasizes the actionable nature of Danielle’s insights and promotes Danielle’s book as a valuable resource for those looking to overcome challenges and build stronger business relationships.

Notable Quote:
"See how there's different opportunities to work with your vendors. See them as a resource, see them as an opportunity to share knowledge with you on how you can be successful." – Danielle Cobo [44:02]

9. Additional Resources

• Book: Unstoppable Grit: Break Through the Seven Roadblocks Standing Between You and Achieving Your Goals by Danielle Cobo. Available in audio, Kindle, paperback, and hardback on Amazon.

• Social Media: Follow Danielle Cobo on LinkedIn, Instagram, and Facebook for more insights and updates.

Key Takeaways

• Mutual Goals: Understanding that both spa owners and vendor reps aim to drive revenue fosters a collaborative environment.

• Clear Communication: Establishing expectations and maintaining open dialogues are crucial for successful partnerships.

• Strategic Planning: Long-term, intentional planning outperforms reactive decision-making in achieving sustained business growth.

• Leveraging Expertise: Utilizing the full range of support that vendors can offer enhances practice operations and patient satisfaction.

• Collaboration Over Competition: Encouraging reps to work together can lead to more cohesive and effective marketing strategies.

By implementing the strategies discussed in this episode, spa owners can build stronger, more effective relationships with their vendors, leading to increased client satisfaction and business growth.