Building the Top CoolSculpting Clinic in Arizona – Jessica Stellwagen of Bodify
INTERVIEW VIDEO (Length – 43:54)
Sponsors & Partners
Jessica Stellwagen of Bodify, a Med-Spa specializing in CoolSculpting shares how she partnered with her sister, fundraised half-a million dollars, and utilized her business acumen to quickly become one of the top CoolScultping clinics in the United States. Jessica shares her lessons in business building, building a high-performing team culture, and marketing strategies that helped her to grow quickly.
Jessica Stellwagen of Bodify, Jessica shares her experience as the founder of Bodify, top cool sculpting spa in Arizona that offers non-invasive body contouring solutions using advanced technologies. Growing up with entrepreneur parents influenced her decision to start a business with her sister. Coolsculpting is a non-surgical fat reduction treatment that involves cooling fat cells, leading to their natural elimination. Jessica discusses the effectiveness of the treatment, the sensation during the procedure, and popular areas for male clients. She emphasizes the benefits of CoolSculpting over other procedures and the importance of customer experience in the industry. Bodify’s success is attributed to their niche focus, effective marketing, and excellent client experience. Jessica also shares insights into growing CoolSculpting awareness, the luxury aspect of the business, and financing options. The interview concludes with Jessica’s advice for entrepreneurs.
- 00:00:00 In this section of the interview, Sushant welcomes Jessica Stellwagen, the founder of Bodify, to the show. Bodify is a cool sculpting spa that offers non-invasive body contouring solutions using advanced technologies to help people achieve body confidence. Jessica shares her entrepreneurial journey, explaining how growing up with entrepreneur parents influenced her decision to start a business with her sister. They initially joined forces to help market and grow a cool sculpting spa before deciding to start their own business, Bodify. Jessica and her sister did not need a medical license to run the clinic in Arizona as they only required a medical director. Cool sculpting is a non-invasive way to get rid of fat, similar to liposuction, but done without surgery. The sisters’ unique business skills, combined with their understanding of the body contouring procedure, contributed to their success in growing the business into one of the top clinics in the nation
- 00:05:00 In this section of the interview, Jessica discusses the process of Cool Sculpting, a non-invasive fat reduction treatment. The treatment involves cooling fat cells to a temperature between 1 to -3 degrees Celsius for about 35 to 45 minutes, leading the body to trigger a mechanism that causes the fat cells to die. The dead cells are then naturally eliminated from the body through urine and waste within one to three days. Unlike diet and exercise that shrink fat cells, Cool Sculpting physically kills them, resulting in permanent removal. The sensation during the procedure is described as similar to frostbite, with crampy, achy, and numb feelings for about five to seven minutes, followed by a two-minute massage for returning blood flow. Popular areas for male clients include the chin, pecs, abdomen, and love handles, but the results are permanent as long as the client maintains a stable weight. The benefits of Cool Sculpting over other procedures like liposuction include its non-invasiveness, absence of downtime, and potential scarring. No competitor technologies using cold for fat reduction are currently as effective as Cool Sculpting. As with any medical procedure, there are potential side effects, but no long-term harm is caused to the body, even if the fat cells were not earned through exercise and healthy eating
- 00:10:00 In this section of the interview, Jessica discusses the effectiveness of CoolSculpting for spot reduction and the business aspect of the CoolSculpting industry. She explains that the term “CoolSculpting” often brings up the assumption that people only need to eat better and work out harder to achieve desired results, but most clients are already making an effort. CoolSculpting is a great solution for those seeking additional assistance. When it comes to setting up a CoolSculpting business, it’s more than just buying the machines and setting up a clinic. Understanding the technology, having the right training, marketing, and sales skills are essential. According to Jessica, the niche approach focusing solely on Cool Sculpting has led to Bodify’s success, making them the go-to destination for the service. The referral relationships with other Med Spas and the focused marketing efforts contribute to Bodify’s growth. Additionally, she emphasizes the importance of educated marketing, nurturing clients, and providing an exceptional in-clinic experience to convert potential clients
- 00:15:00 In this section of the interview, Jessica discusses the growth of CoolSculpting awareness and education over the past decade. When they started 9 years ago, only 30% of people were familiar with CoolSculpting; now, it’s at 90%, and more clinics offer similar technologies. She emphasizes that Bodify excels at handholding potential clients through the process and nurturing leads until they’re ready to commit. Jessica also shares her experience of raising almost half a million dollars to start Bodify by hiring someone to help create a solid business plan, opening their mouths to investors, and offering attractive interest rates without ownership. The interview highlights the emotional appeal of the body enhancement market, the need for effective risk management, and the determination to pursue a venture with passion
- 00:20:00 In this section of the interview, Jessica discusses the importance of feeling confident and getting rid of stubborn fat, highlighting the impact it has on people’s lives. She then talks about her clients at Bodify, sharing that they have a higher rate of male clients due to their intentional approach to creating a welcoming environment for men. Jessica also mentions that people are hesitant to spend money on procedures that don’t work and thus, Bodify offers a guarantee to lower the psychological barrier. Lastly, she emphasizes the significance of elevating the client experience and the results they have witnessed in terms of loyalty, positive reviews, and referrals. The guarantee they offer is a results guarantee, meaning the clients need to follow the recommended treatment plan and maintain their weight for the best results
- 00:25:00 In this section of the interview, the discussion revolves around the luxury aspect of the business and the accessibility of financing options for clients. Jessica acknowledges that CoolSculpting, the business she runs under the name Bodify, can be considered a luxury item, but she also points out that financing options have made it more accessible to a wider range of clients. She mentions Cherry Financing as an example, which allows clients to make monthly payments based on their income and credit score. Although there are costs associated with running the business, such as studio expenses and labor, Bodify maintains good margins, and their biggest expenses are labor and marketing. Jessica expresses her focus on scaling the business by setting up more clinics and hiring more people to meet the demand in areas with high population. She believes that Bodify’s unique business model and customer focus set it apart from competitors and make it a scalable venture
- 00:30:00 In this section of the interview, Jessica discusses the deliberate, slow growth of her business and the importance of consistency in building confidence. She emphasizes the focus on systems and processes, which allows her to hire for heart rather than skill. Regarding marketing, she mentions using a multi-faceted approach, including Google ads, billboards, radio commercials, and a gated before-and-after gallery to build a database and proactively reach out to potential clients. Their email marketing campaign includes 18 touches in the first 35 days, which are educational and not salesy, and have a 47% open rate. They also utilize Instagram and Facebook ads, and prioritize remaining in their leads’ sphere by providing valuable information and answering their potential questions. Jessica also touches on the role of AI in their marketing efforts, but the discussion was not extensively covered in the given part of the transcript
- 00:35:00 In this section of the interview, the discussion revolves around the use of AI technology and its potential impact on the beauty industry, specifically CoolSculpting clinics. The speaker expresses her belief that as technology advances, AI will offer a more efficient way to show clients their potential end results, streamline content creation for businesses, and even improve the experience for clients. When it comes to differentiating her business from competitors, Stellwagen emphasizes the importance of the customer experience and transparency about the medical nature of the procedures and the potential consequences of subpar results. She shares an analogy of haircuts versus CoolSculpting, highlighting the permanence and expertise required. Although she acknowledges that price will always be a factor, she encourages clients to invest in the permanent fat removal procedure with a reputable expert who guarantees results. The speaker also mentions the importance of proper applicator placement and choice in ensuring a good outcome, emphasizing the necessity of being well-versed in the technology and having the courage to have hard conversations with clients to build effective treatment plans
- 00:40:00 In this section, Jessica Stellwagen of Bodify shares her experiences and the philosophy behind her business. She mentions the importance of having good insurance and building a strong rapport with clients, as well as having a well-trained team. Stellwagen explains that her team is hired for their heart and trained extensively, with a focus on rewarding desirable behaviors instead of just outcomes. She also emphasizes the importance of teamwork and sharing in the revenue to achieve common goals. Stellwagen’s business strategies were influenced by her upbringing and observing different management styles from her parents
- 00:45:00 In this section of the interview, Jessica shares her experience of learning business principles from Stephen Fairley, whom she had immense respect for. She reveals that despite being in a different industry, she applied these lessons to her own business, Bodify. Jessica mentions that one mistake she made was relying solely on provided leads and not actively seeking new business, and advises entrepreneurs not to neglect marketing efforts. She emphasizes the importance of having a clear understanding of marketing strategies and their effectiveness, as well as being cautious about giving percentages of revenue to medical directors. Jessica concludes by recommending the book “NEQ: neuro-emotional persuasion questioning” for entrepreneurs, as it can significantly improve their ability to connect with people and persuade them to say yes
- 00:50:00 In this section of the interview, the speaker expresses her excitement about the growing trend of ketamine clinics as a safe space for people to heal and explore their minds. She also highlights the importance of having a CRM system for managing leads and communication in her own business, specifically mentioning her use of Keep. Jessica also mentions Ali Web and its concept of online counseling as a growing business. She also shares her appreciation for the Australian entrepreneur Kelly Richie, who was a mentor to her, and emphasizes the importance of focusing on one’s own business and authenticity rather than competition. The best business advice she has received or would give to other entrepreneurs is that there is enough business for everyone, and the more focus is put on providing a great experience to customers, the more successful the business will be
- 00:55:00 In this section of the interview on Trep Talks Jessica shares her contact information for those interested in her services. She emphasizes her responsiveness to emails and willingness to help the community. Throughout the interview, Jessica highlights her business journey, successes, and failures, inspiring viewers with her determination and resilience.
People & Resources Mentioned in the Episode
- Ketamine Clinics
What You’ll Learn
Interview with Jessica Stellwagen of Bodify
|[00:00:00] Introduction to TrepTalks and Bodify
|[00:01:04] Jessica’s Journey into Entrepreneurship
|[00:02:43] Transitioning to Bodify: Buying the Practice
|[00:04:00] Understanding CoolSculpting and Morpheus
|[00:05:22] Process and Experience of CoolSculpting
|[00:06:40] Results and Permanency of CoolSculpting
|[00:08:06] CoolSculpting vs. Other Procedures
|[00:09:47] Considerations and Misconceptions about CoolSculpting
|[00:11:19] Introduction to CoolSculpting Providers and Success Metrics
|[00:12:00] The Power of Specialization in Med Spas
|[00:13:00] Benefits of Focused Services and Referral Networks
|[00:14:25] Marketing, Client Nurturing, and Business Missteps
|[00:14:56] Educating Clients: Awareness and Conversion
|[00:15:53] Changing Awareness of CoolSculpting
|[00:17:00] Raising Capital and Building a Solid Business Plan
|[00:19:39] Emotional Connection and Understanding Client Needs
|[00:23:37] Understanding the Results Guarantee
|[00:25:28] The Evolution of Financial Accessibility
|[00:27:37] Costs, Margins, and Business Dynamics
|[00:29:26] Scalability and the Approach to Growth
|[00:31:28] Marketing Strategies: A Multi-Channel Approach
|[00:33:00] Lead Generation Tactics and Building a Database
|[00:34:00] Nurturing Leads: Education-Centric Approach
|[00:34:54] AI in Transforming Visualization
|[00:36:01] Marketing and Client Decision Making
|[00:36:57] Setting Business Apart: Differentiation Strategies
|[00:38:54] Potential Challenges: Ensuring Symmetry
|[00:40:02] Handling Unsatisfactory Outcomes
|[00:41:50] The Team’s Composition and Philosophy
|[00:43:00] Rewarding Behavior over Outcome
|[00:44:17] Learning from Experience and Mentors
|[00:45:31] Business Learnings: Mistakes and Lessons
|[00:47:00] Marketing Pitfalls: Key Insights
|[00:48:49] Adapting and Pivoting: Future Planning
|[00:49:46] Neuro Emotional Persuasion Questioning (NEPQ)
|[00:50:29] Exciting Business Innovation: Ketamine Clinics
|[00:51:00] CRM: Essential Tool for Lead Management
|[00:52:11] Entrepreneurial Inspiration: Kelly Ritchie
|[00:53:25] Abundance Mindset: Business Success Path
|[00:00:00] Connecting with Jessica: Contact Details
|[00:55:31] Closing Remarks & Well Wishes
In this segment, the guest will answer a few questions quickly in one or two sentences.
Jessica Stellwagen of Bodify
- Book recommendation that you would make to entrepreneurs or business professionals (Response: Neuro Emotional Persuasion Questioning – NEPQ)
- An innovative product or idea in the current e-commerce retail or tech landscape that you feel excited about (Response: Ketamine Clinics)
- A business or productivity tool or software that you would recommend/Productivity Tip. (Response: Infusionsoft)
- A startup or business (in ecommerce, retail, or tech) that you think is currently doing great things. (Response: Alli Webb is an American businesswoman and writer. She is the co-founder of Drybar)
- A peer entrepreneur or businessperson whom you look up to or someone who inspires you (Response: Kelly Ritchie)
- One networking tip or building and sustaining valuable professional relationships.
- Best business advice you ever received (Response: Focus on delivering exceptional service to your clients, maintaining authenticity, and adopting an abundant mindset rather than fixating on competition, as there’s ample opportunity for success in various niches within the business landscape)
Sushant Misra of TrepTalks: [00:00:00] Hey there entrepreneurs. My name is Sushant and welcome to TrepTalks. This is the show where I interview successful e commerce entrepreneurs, thought leaders, and business executives and ask them questions about their business story and also dive deep into some of the strategies and tactics that they have used to start and grow their businesses.
And today I’m really excited to welcome Jessica Stellwagen to the show. Jessica is the founder of Bodify. Bodify is a cool sculpting spa for body transformation. Their team of certified technicians offer non invasive body contouring solutions like Cool Sculpting and Morphe Asset. Using the most advanced and effective technologies available and I’m going to ask her about what these technologies are Their mission is to help empower people with body confidence, which plays a significant role in defining well being and self esteem And today I’m going to ask Jessica a few questions about her entrepreneurial journey And some of the strategies and tactics that she has used to start and grow her business.
So Jessica, thank you so much for joining me today at [00:01:00] Treptalks and really, really appreciate your time.
Jessica Stellwagen of Bodify: Likewise. Thanks for having me.
Sushant Misra of TrepTalks: So very interesting business. I know, uh, I mean, I’m not very familiar with this category, but, uh, maybe you can share a little bit about yourself. What were you doing before becoming an entrepreneur and what really kind of motivated you to, uh, go the entrepreneurship route?
Jessica Stellwagen of Bodify: So both of my parents were entrepreneurs, and I feel like where you grow up and who you grow up around tends to kind of change, you know, follow you into your adulthood. Obviously, there’s some people who buck the current and go against that. But our family dinners were obviously very different. I had very different conversations than most tables because both of my parents were independently successful with their own businesses.
And I think my sister and I always knew that we wanted to run a business together. But our passions and our interests didn’t really collide, um, until CoolSculpting. So my sister was doing her own thing. I was actually helping attorneys, uh, build their practices through [00:02:00] digital marketing and enhancing the client experience and figuring out how to kind of, you know, market to message match.
And one day my sister just said, Hey, do you think you can help me? I’m working at this spa and I’m running it and I just don’t really have the sales of the marketing piece. And I feel like you could be really instrumental in that. So I joined forces with her. Several months into that opportunity. We’re like, Whoa, we should be doing this together.
It’s fun. It’s fast paced. We get to help men and women. And we just really liked the actual business model. So we sat down the doctor and asked if we could buy the practice. He politely declined. But he did say, do you know what? There’s enough fat to freeze for us all to win. Don’t take my database, but go out there and do your own thing.
And I just think, again, it was always on our hearts that we wanted to do something together. So we were very fortunate. We built a business plan. We went out and raised about a half million dollars, uh, and then bought a five months born fast forward, nine years later, or. Three clinics, the number one clinic in Arizona, number four in the nation.
And we train cool sculpting [00:03:00] providers all across the world. So we’ve been very, very fortunate and we love the business that we’ve been able to build.
Sushant Misra of TrepTalks: I mean, it seems like there’s definitely um, a big part of your success is probably, you know, the business skills or entrepreneurial skills that you’re bringing to this because I’m sure there are many other similar clinics out there, but you know, it definitely takes, uh, the business skills to grow a business.
Um, but your, your interest where you mentioned very interesting thing. I mean, you were working at a medical clinic, like, do you have to have some sort of a medical license to run this kind of a clinic?
Jessica Stellwagen of Bodify: So in Arizona, there’s lots of aesthetic procedures that do require a medical doctor for cool sculpting and Morpheus eight.
We just have to have a medical director. So my sister nor myself, uh, nor any of our staff are actually medical providers. I think that’s one of the reasons we’re successful to be quite honest. I think sometimes doctors and medical providers, just like attorneys, they’re very good at their craft and they’re very intelligent.
But sometimes [00:04:00] they lack, um, that business mindset and those business, you know, skills that you need. And so I think we were able to hone our skills with cool sculpting, but because we had the mindset and just the general understanding of business, I think it’s one of the reasons we’ve been able to succeed in really big ways.
Sushant Misra of TrepTalks: I don’t know about what cool sculpting is. Maybe you can, you can share a little bit about, you know, people, I mean, you did mention that you were helping men and women. Maybe, maybe the, you know, there’s, uh, I’m assuming that there are more women clients than men clients, but maybe you can share a little bit about what cool sculpting is and what Morpheus, uh, it is.
And are these really just ways for people to kind of get rid of body fat?
Jessica Stellwagen of Bodify: Yeah. So cold scoping 100 percent is a noninvasive way, uh, to get rid of fat. So similar to liposuction, we’re physically removing the fat cells from the body. We just do it in a noninvasive way. Um, even though you live in Toronto and it’s cold, you [00:05:00] may or may not know that fat cells actually don’t like the cold.
So if you bring a fat cell to about negative 11 to negative 13 degrees Celsius, and you keep it there for about 35 to 45 minutes, depending on how large the area is. The body actually triggers a mechanism that tells that fat cell to die. And so we tell the fat cell to die through the application of cold dies in one to three days.
And then over one to three months, it flushes out of your body. But unlike diet and exercise that just shrinks a fat cell, we physically kill it. You flush it out through urine and waste. And once it’s gone, it’s gone for good. Um, and so it’s noninvasively getting rid of stubborn fat.
Sushant Misra of TrepTalks: That is so interesting.
I mean, as you were describing this, I was having so many questions. So you said minus, minus 12 or minus 16, and you have to put it there for half an hour. So anybody who is going through this procedure, like, is it like, is it painful at all to go through this?
Jessica Stellwagen of Bodify: So it’s actually, you know, again, [00:06:00] being in a, in a cold country, you probably have heard people who have had frostbite, right?
And at first it’s a little stingy and crampy and very uncomfortable. And then eventually they go numb. And then sometimes the unthawing can also be uncomfortable. Obviously we’re not bringing people to the temperature of being frostbitten, but very similar sensations, a little crampy, a little achy, maybe like some pinprick sensations for five to seven minutes, and then you’re numb.
And then when we take the applicator off, we just do a two minute massage to bring blood flow back to the area. And that can also be a little achy or crampy. Um, but other than that, people get back to daily life. Some people are sore and tender, but most people are surprised to the upside, um, that it’s not very uncomfortable.
Sushant Misra of TrepTalks: And these results are permanent. I mean, I’m thinking like from an. Male perspective. And I think from a female perspective also, I mean, there are so many different areas of the body that can accumulate fat. I think for men, it’s mostly around the belly area, right? Does that work in the belly area and, and are the results permanent?
Jessica Stellwagen of Bodify: Results are permanent. And I would say [00:07:00] that most popular areas for male clients are their chin. their pecs, their abdomen, and then their love handles. So you nailed it, right? People can do the right things in terms of diet and exercise, but age, genetics, hormonal changes, a whole slew of factors can make diet and exercise in isolation quite ineffective.
And so CoolSculpting can be a nice jumpstart. But yes, once those bat cells are gone, your body will not remake them. So we can say it’s lasting. Of course, if I do CoolSculpting on A client and they go gain 50 pounds. Well, I didn’t kill every fat cell and the other remaining ones will happily expand, but most of the people who come to us are, you know, pretty stable in their weight and they just say, Hey, I just have one or two areas that just don’t ever go away, no matter what I do.
Sushant Misra of TrepTalks: And. Is there any benefit compared to some of the other procedures that are available out there? I mean, you mentioned liposuction, right? Yeah. Are there any benefits? Is it just that this is non [00:08:00] invasive, that one requires more of a procedure, actual, you know, operation?
Jessica Stellwagen of Bodify: Yeah, I think between, you know, CoolSculpting and liposuction, the, the big, Oh my gosh, why people choose one versus the other is a hundred percent.
It’s the downtime. It’s the potential scarring. A lot of our clients are 55 years or older and they, they don’t want to go under anesthesia. There’s way more risk. As you age with going under anesthesia. And so I think that’s why people like the non invasive route. Um, in terms of other non invasive technologies, CoolSculpting has the patent on using cold.
So every other technology has to use heat. And that’s quite ineffective because you can’t really get a fat cell to the therapeutic temperature, um, to set it up for death with heat. That’s tolerable. for a client. And so it’s much less effective. Once the patent’s gone, I’m sure there’ll be a million technologies, but for now, uh, we get to, we get to rely on the patent and not, you know, have a competitor in this space that I believe works as well as cold sculpting.
Sushant Misra of TrepTalks: Is there any side effect to it? I mean, I, I hear, you know, when I, when I do some research, you know, I hear people talk about, you know, if you haven’t really earned it, like if you haven’t worked out and lost your fat that way, you know, I, I mean, I think last year I came across a technology where, you know, they do some, some sort of a shock therapy, like they electrically shock your fats and that gets rid of this, uh, fat like, and very quickly, I think.
Um, but Is there any like, if you’re doing some, you know, this kind of procedure that that’s helping you get rid of fat in a, you know, that you haven’t earned and so to speak, right? Um, is there, are you harming your body in any way in the long run?
Jessica Stellwagen of Bodify: No, and there, I mean, it’s a medical procedure, so there are obviously things that can happen and we walk through all those potentialities with any client.
But it’s interesting because I think your mind is very much where a lot of people’s mind goes, [00:10:00] uh, when they just hear about cool school thing, they’re like, Oh my gosh, like stop cheating, like just eat a little better and work out a little bit harder, but you’d probably be quite surprised if you looked at the vast majority of our clients, they, they are doing okay.
But again, as we age, just genetic predisposition, some certain, certain things just make it very hard to spot reduce, right? You can go lose 20 pounds and it comes off of your. Thighs and your arms, but you want it off of your belly And so it really is great at spot reduction and most of the men and women who are coming to us They’re giving it a good effort and they just want a little help along the way.
Sushant Misra of TrepTalks: Okay Now from a business perspective, I mean this business. Is it really about I mean you mentioned the patent for this technology, you know The school sculpting thing. Is it really about just buying the machines Right. Setting up a clinic and I mean, having an understanding, I mean, I’m, I’m sure there’s some sort of a training that you have to go through to actually, uh, you know, administer this procedure.
[00:11:00] But besides that, is there, I mean, is it, is it really that simple? And, and then, you know, it really depends on your sales and marketing, how many customers you can. Actually, um, bring in our do people already know about this or do you like, do you have to do some sort of education to kind of bring them in?
Jessica Stellwagen of Bodify: Perfect. So let’s answer kind of all those in different stages. So first and foremost, the I think there’s 6000 cool sculpting providers. So 6000 different, you know. providers that offer CoolSculpting. And the average provider makes about 247, 000 a year. So do you have to be an insane marketer, an insane business person, an insane salesperson to win with CoolSculpting?
No. But if you compare that to Botify, we do about 4 million a year with our two clinics and we just opened our third. So if you want to be a superstar, then there’s a whole Fluid things that you have to do. And I think a few of my favorite things to highlight is number one, we always believed in the statement [00:12:00] or the phrase that niches lead to riches.
So most med spas, you’re going to walk through the door and you’re going to say, Oh, I have this, I have this, I have this, I have this, which is great. Because you have a lot of different offerings, but sometimes in that offering, you don’t have focus. And we believe that money flows where the focus goes. So when we initially started, we said, Hey, we don’t want to be the jack of all trades.
We want to be the master of one. We want to be the go to destination for cool sculpting. And if somebody needs a different service, we’re happy to refer them out. And I think if you think about that psychologically and from a business model, there’s multiple reasons it works. Number one, all of our effort, all of our time, all of our energy can go to one service, right?
We’re not spread too thin. Um, number two, as somebody, if you were a potential client looking for a cool sculpting, you most likely would find it more attractive to go to an expert than someone who offers 6, 000 different things. Right. Yes. And so I think those two things really made a big difference. [00:13:00] Um, and then third, if I’m a med spa and I offer 10 things and you’re a med spa and you want to send me a CoolSculpting client because you don’t offer CoolSculpting, you’re nervous because I might take your Botox client or you’re this client or you’re that client.
But when I only do CoolSculpting, people are very happy to refer people to us because they know I’m not going to. And so we have a really nice referral and small business relationship with many other med spas because they know all we can do is cool scoping. Um, but to your point too, you know, you’ve got a market.
People spend so much money on marketing, but they don’t have any back end mechanism. That allows them to nurture those clients and to educate them so that you can move them down that pipeline. And then they come into the clinic and they don’t wow them with an incredible experience. They don’t know how to sell to them.
If the person hits them with an objection or doesn’t buy their deer and headlights, and they don’t know what to say, or they don’t follow up. And so I just, there are so many missteps. Um, Kevin Costner is one of my, [00:14:00] you know, favorite actors. And he always says in field of dreams, if you build it, they will come.
And I think most MedSpot owners believe if you buy it, AKA, if you buy the device, the business will come and that’s not true, right? So this is a contact sport and there are so many things you have to do on a daily basis to do it well, and to garner the respect of existing clients, um, and allow them to keep coming in, sending in referrals and writing nice reviews.
I think that’s,
Sushant Misra of TrepTalks: that’s true everywhere. I don’t think, you know, if you build it, they’ll, they’ll become anywhere. You have to, you have to get, um, but our is the general consumer these days. I mean, there, there, there are so many cosmetic procedures available out there in the market today. Is the general person aware of all the different procedures or do you have to kind of convince them or convert them on this or like, are they coming to you?
You know, cool sculpting is for me. I want to get rid of this blood problem [00:15:00] area. You seem like the expert in this. So, you know, I’m coming to you. Or is it more that, you know, you are doing marketing and you’re, you have to do a lot of education that, you know, why you want to do cool sculpting versus, you know, a liposuction or something like that.
And it’s like a gradual part process of convincing people to, to, to go through this.
Jessica Stellwagen of Bodify: CoolSculpting has definitely had an interesting trajectory. So when we started nine years ago, I believe that they said they’re aided awareness. So if you went out and said, Hey, are you familiar with CoolSculpting blah, blah, blah, blah, blah.
They had like a 30%, you know, uh, people said, Oh, I know what CoolSculpting is now. 80%. I was speaking, you know, the other day in Texas for an account and my Uber driver asked what I did. And he’s like, Oh my gosh, can you do an assessment? Like, can you freeze my fat? So I think that the brand awareness, CoolSculpting has put a lot of money behind it.
So unequivocally more so now than 10 years ago, um, people do know of it, but then I [00:16:00] also think that there’s more clinics and there’s more technologies that are available. So maybe 10 years ago, Where it was like, Oh, it’s CoolSculpting or just this one other technology. Well, now it’s CoolSculpting or, Oh, these 15 other that are saying they’re like CoolSculpting.
So to your point, a hundred percent, it’s about education. 50 percent of people who do CoolSculpting have never done an aesthetic procedure before. They’ve never even had a facial. So they need a lot of handholding, because if you just show up on their doorstep and you’re like, Hey, you’re buh, buh, buh, buh, buh, buh, buh, buh, you’re going to, they’re going to be confused.
They’re going to pump the brakes. They’re going to push back. So they’re. Is a tremendous amount of handholding. And I believe it’s one of the areas that Botify does exceptionally well at because we nurture all of our leads. Um, and just stay with them on that journey until they’re ready to pull the trigger.
Sushant Misra of TrepTalks: And I do want to talk about your marketing and your, your funnel and things like that a little bit more, but before I go there, I know you mentioned that You were able to raise almost half a million dollars to start this [00:17:00] business. I mean, which is a big achievement, I would say. Um, how, how do you do that?
Jessica Stellwagen of Bodify: Yeah, I think that, you know, if you look at Shark Tank, Anybody who has a good proposal is always going to be in a good business plan is always going to be light years ahead of somebody who doesn’t know their numbers, doesn’t have a plan, doesn’t have a, Oh, if it’s gangbusters, it’s going to be this. And if it fails miserably, it’s going to be this.
And so we actually hired someone to help us build a business plan because my sister had worked in a med spa that had cool sculpting. She was very familiar with the numbers. And so I think he was just able to really paint a solid financial. You know, vision of again, best case scenario and worst case scenario.
And then we just. Right. We started talking to people and saying, Hey, do you know anybody who’s looking to invest in a business? And I think we made a very intentional decision. It’s not the right one. It was just right for us is we only had four investors. I [00:18:00] didn’t want 60 people calling me, asking me for their 2, 000 back.
Um, and then we also made sure that we gave them an incredible, um, rate of return. Just through interest. We did not let any of them own any part of our business because again, even though business is business, I didn’t want someone who was in the tech space to all of a sudden be calling me saying, well, I don’t want you to do that when they have no idea what this industry is like.
And so we just gave people a much higher, um, interest rate and made sure that they didn’t have any of our business. Yeah. I
Sushant Misra of TrepTalks: mean, I think it’s still, it’s a pretty big achievement given, you know, service based business to get to be able to get, um, half a million dollars. I would say it would be pretty rare.
Um, how much time did it take you to kind of, uh, go through this?
Jessica Stellwagen of Bodify: And my sister and I laugh all the time. If you told me to go raise a half million dollars now, I’d be scared out of my mind. And I think sometimes it’s, you know, it’s a God thing, a universe thing, whatever you believe in. It was just every.
Every bone in our body knew that it was right, because it is quite scary if you look at [00:19:00] it. Um, but again, I think that’s part of the reason that we just knew this was what we were supposed to be doing. We literally asked five people and four said yes. And it happened, we had the idea in September and we were open by January 23rd.
So it was very, very fast.
Sushant Misra of TrepTalks: I think that the one thing going for this market definitely is that, you know, it’s it, it speaks to the very fundamental emotional needs of a person, right? It’s vanity. Everybody wants to look beautiful. Everybody, nobody wants to get old and, um, a procedure that, that is kind of helping them move towards that goal.
I think, uh, um. If you’re doing everything right, there’s definitely, you’re, you’re managing risk there, for sure.
Jessica Stellwagen of Bodify: And I agree with you. I think that, you know, there is, there is a subset of people who are like, just accept who you are and love who you are. But the makeup I wear, the glasses that you wear, the shirt that you wear, I mean, everything we do on a [00:20:00] daily basis is a choice that we make so that we can project confidence and feel better in our own skin.
Skin and getting rid of stubborn fat is no different. I mean, and they’ve done studies, right? If people feel more confident, their interactions on a daily basis are wildly different than if they wake up and don’t feel confident. So yes, maybe the getting rid of fat can seem vain, but I think the implication and the actual impact it has on people’s bodies and lives and mentality and confidence and security, it’s, I mean, it’s mind blowing.
And I wish it weren’t that way. Cause it’s just stupid fat, but we’re just hardwired how we’re hardwired.
Sushant Misra of TrepTalks: What have you learned about your, uh, your clients? Um, can you talk a little bit about your, your market? You know, the clients that you serve is, you know, what is the, uh, the percentage between male and female and, you know, what kind of, what are the areas that are, that are most, um, problematic that people are trying to get rid
Jessica Stellwagen of Bodify: of?
Yeah. So we have a higher rate of men [00:21:00] treating than most clinics, but that was by design, right? So when we opened up, we said, cool, we could have Botify and we could go out there and market, or we could have Botify and we could do a few things that would differentiate us. So one of the things that we did obviously was initially we said we were cool sculpting only.
Um, but the second thing we did is we had a man cave. So we have three different treatment rooms. One of them is 100 percent dedicated. Two men that doesn’t discriminate, but you can imagine if you walked into a clinic and it didn’t feel like you were supposed to be there based on their culture or the phraseology that they used or their decor, that’s just one little seed that that business is planting that maybe makes you think like, oh, I shouldn’t be here.
So we wanted men to know that, guess what? Just like women, you have stubborn fat. You are welcome here. We were intentional and we thought about you. Um, the second thing I would say that we learned about our men and female clients very quickly is that people are not unwilling to spend money to get rid of [00:22:00] fat.
They’re unwilling to spend money on one more thing that doesn’t work. So we offered a guarantee. Um, lots of people in the industry told us not to offer a guarantee, but I said, look, I trust the technology and I trust my team. And as long as the person’s a right candidate and has the right expectations, CoolSculpting should do what it’s supposed to do.
And if it doesn’t, then I shouldn’t do right by my clients and have a guarantee. And that 100%. Psychologically lowers that barrier, lowers that objection and make, makes people feel very confident about trying because most people who come to us, this is not the first thing that they’ve tried, right?
They’re not like, Oh, I woke up today and have extra fat. They’re like, I’ve done every diet. I’ve done every pill. I’ve tried all these wands. I’ve done a cream, I’ve done a lotion. And so I think they’re just exhausted from doing things that never work. And so they are hesitant when you say, Hey, it’s going to be 4, 600.
Whatever your investment is. And so I think we had to work with their psychology a lot. Um, and then I think the other thing that I [00:23:00] would say that I wish more businesses understood is if you elevate the client experience, you will be blown away at loyalty, at positive reviews at referrals, and that people are willing to spend more money, right?
Look at motel six. And the four seasons, they’re both hotels. They both have a bed. They both have a bathroom, but one warrants a much different price. And we have found categorically because of the experience we offer that people will pay us more than they pay almost any other clinic that offers cool sculpting in Arizona, because that’s just our brand.
And, and that’s the reputation we have.
Sushant Misra of TrepTalks: For sure. For sure. Um, what is the guarantee by the way? Is it like 100 percent money back if you don’t, if you’re not satisfied
Jessica Stellwagen of Bodify: or? Oh, you think I’m that silly? No. So of course you’re going to have to have parameters, right? So first and foremost, I love that you just said, if I’m not happy, I can’t, I can never, ever, ever ensure happiness.
So we’re crystal clear that it’s results [00:24:00] guaranteed. So if you came in and let’s say we were treating your love handles, I would show you men who look like you and did the same plan. And show you that reduction. And once you verbally say yes. That, that looks like a great reduction and you move forward.
That’s the type of reduction that I’m going to get you. It’s not, if I’m happy, people always want more fat gone, right? They can look totally different. They’re like, Oh darn, I wish it were a little bit more. Um, so it’s a results guarantee. You have to do the treatment plan that we built. So if I say you have to come in three times and you come in one time guarantees off the table, and you also have to maintain your weight.
Cool. Sculpting is not a magic pill. CoolScolding gets rid of fat, but if you go gain 20, 30 pounds, 5 pounds, 20 pounds, of course you’re not going to appreciate your results. So we do have some parameters, um, but in 36, 000 treatments, we have retreated 168 people for free. So not money back, but we treat the same area again for free.
Sushant Misra of TrepTalks: Okay. Um, I’m assuming that, you know, [00:25:00] most of your clientele, I mean, this is, this is, I would assume is more of a luxury item, like not, you know, you, the clientele has to have a certain amount of, um, or a certain financial um, Uh, backing, even though that may not be true. I think people sometimes can, you know, if they have 10, 000 only that they will spend it because, you know, it makes them feel good.
So you cannot necessarily say that, but, uh, but this is like, does this, is this considered more of a, um, a luxury kind of a category?
Jessica Stellwagen of Bodify: Yeah, I agree with you a hundred percent, but I’d also say, you know, the business is continually evolving and something, you know, when diners credit card diners clubs came out, like people, it’s such a aversion to credit.
Right. And then they just change the story. They’re like, Oh, if you come to a restaurant and you don’t have to pay me and you put it on a credit card, like [00:26:00] how much? Like, credible are you? How trustworthy are you that you can pay me later? And they radically shifted how people felt about credit. So I would say, um, financing.
We use a provider called Cherry Financing. I don’t believe they’re in Canada, but they’re very, very prominent in the United States. And people can make monthly payments. You know, they can come in and as long as they have an income and a credit score that allows them to, they, you can know if they can pay for their fat freezing over the next four years.
And I think psychologically, initially, my team, we were like, Oh, we don’t know if we’d like that. But what I realized if someone comes to me and wants cool school thing, if I don’t do everything in my power to get them to say yes, and this is any business, not just cool school thing, then I either relegate them to a less capable provider.
a less capable technology or the person does nothing and they stay with a freaking problem that they hate and so I feel like it is Absolutely my obligation to do everything in my power to get someone over the finish line because otherwise I just [00:27:00] relegate them to Less capable or staying in this situation that they hate for
Sushant Misra of TrepTalks: sure uh in terms of your costs, of course, you know, you have your um your studio that you have to run.
I mean, there’s costs associated with that. You know, the people who administer this treatment, you know, you’re paying them, but once you have purchased the machine, like, there isn’t really any incremental cost per treatment, right? Like, if you’re using the machine, maybe there’s some, uh, material that you use to, to administer the treatment, but I’m assuming that this business has good margins.
Jessica Stellwagen of Bodify: So the margins, as long as you know how to keep your price high are exceptional, right? Like people that don’t know how to differentiate themselves, compete on price, and then you go out of business quickly. Um, but for CoolSculpting, no, there’s actually a consumable. So the CoolSculpting who’s owned by AbbVie, um, is very intelligent, right?
You, you buy the device and then every time I use it, I have to pay them money. So there are absolutely [00:28:00] costs associated with it. That’s how they get their recurring revenue. But there’s a ton of margin if you do it right. Our biggest expense, of course, is going to be our labor and our marketing. Uh, you know, but we, in 2021, is the last ones I know 100%.
We were, we were keeping 51 cents of every dollar, which is like insane. Right. So we don’t, we might not have our top line isn’t huge, but our bottom line compared to, I mean, I know practices in the med spa world that do 19 million and they only keep 1. 2 million a year because their costs are just out of control, which for us, they’re not, which is something we’re very grateful for.
Sushant Misra of TrepTalks: So to me, it seems like you have kind of done this really right. Uh, you know, if you’re, if you have your margin of 51%, um, and, and you did say that you, now you are on your third, um, spa, uh, or, or clinic, um, do you focus mostly as a business person? Like, is your focus really on scaling? Like, you know, once you’ve figured out the business [00:29:00] model, once you’ve figured out the cost structure, I mean, to me, it seems like it’s really about just.
You know, setting up more clinics, hiring more people and, you know, in, in places where there is, you know, uh, there’s population and there’s demand for it like, um, is that what you focus are, uh, on or are you kind of, uh, or is it that, you know, other places are kind of have their own, you know, uh, clinics that are dominating that market.
So if you enter that market, uh, it will be a big competition and it’s difficult to do.
Jessica Stellwagen of Bodify: Because we started from the ground floor and we were really able to take off, you know, the entrepreneur hat and put on the consumer hat and then put back on the business hat. I think that, you know, we did some things that were remarkably different than most.
And so, yes, I believe that Botify is absolutely scalable. You know, my team is a reflection of our leadership and my sister and I are obsessed with Literally every interaction point with our clients, because we think it [00:30:00] matters. And I think it’s a slower build, right? There are clinics that open up and all of a sudden you talk to them.
They’re like, Oh, I’m doing 10 in the next two years. It’s like, great. But sometimes those tend to implode or you go to this clinic here and this clinic here, and you don’t have that consistency and consistency breeds confidence. So I do think that we built a little bit slower because we’re absolutely obsessed with our systems and our processes.
But to the point that now we have it, we’re absolutely right. I can go higher. And the great news is we don’t hire for skill. We hire for heart, right? I have the skill. I have the framework. I, I can plug anybody in as long as they have a willing and generous and loving heart and teach them how to win in this world, because we have laid out that roadmap.
And so I think that, you know, it was another unique part of our business and something that we’ve done well, because I didn’t want to be tied to it. My dad was tied to his business. He could never go on vacation. He could never take Christmas off. And I, I leave and the girls do phenomenal, which I love.
And that [00:31:00] means that we we’ve done it. Right.
Sushant Misra of TrepTalks: That’s no that’s that’s really really great for sure. Um, yeah, let’s let’s talk a little bit about your marketing You know, you did kind of allude to it. You have a system And I would love to know what that system is. How do you kind of reach to? reach out to these the people in the market and You said that there is a you know gradual conversion process in the funnel.
Um, yeah. Can you talk a little bit about your marketing? What, what, you know, what, what works really well? What have you tried? What didn’t work? And what’s working really great right now?
Jessica Stellwagen of Bodify: And people always ask us if there’s just one thing for marketing that you can do, like, what is it? And as you know, It’s a, it’s a confluence, right?
It’s a surround sound effect that works. It’s someone sees us on Google and then they see a billboard and then they hear us on radio and all of that makes them think, Whoa, Botify is calling my name and I’m supposed to come here. So I think we have a really great mix. I don’t believe that I [00:32:00] could extract one without everything else being negatively impacted.
But the predominant things that we do, uh, that work well for us in terms of just generating the leads, and then I’ll talk about the funnel is paper, click. Works very well for us, uh, Instagram and Facebook ads work well for us radio. Uh, we do talk radio. So 60 second commercials, those work well for us. And then just organic search volume, right?
Cause people are absolutely out there saying cool sculpting near me, best cool sculpting, how do I get rid of fat? So we obviously have a very robust website that hopefully shows up high on the organic rankings. So I think the unique piece that we had to think about that I hope most business owners will step back and say, she’s talking about cool scoping.
This makes no sense for me, but how can you make it a right fit for your business? Cause there is insight in what I’m about to say. 50 percent of people who come to our website have never done an aesthetic procedure before. They’re not willing to pick up the phone and call me [00:33:00] yet. They are hesitant. They are gun shy.
They don’t want to be sold to, and that sucks for me. If they go to my website and don’t call me, I don’t have a lead. And so I said, how can we create something where people will virtually raise their hand and show that they’re interested because they’re not just going to pick up the phone and call? So what we decided.
Is if you wanted cool sculpting, one of the first questions you’re going to ask is, well, what do results look like? What’s the transformation going to look like on me? So we actually made our before and after gallery a gated area. So if you want to see men who look like you, you have to give me your name, your number and your email.
So that’s how we began to build our database. And now that I have your information. I can proactively and meaningfully reach out to you versus sitting and praying and hoping that you’re going to go to my website and feel inspired to call. And so once I get your information and you’re in my sphere, now I can educate you through emails, through text messages and [00:34:00] through physical calls or voicemails.
And so in the first 35 days, we have about 18 different touches for a new lead to inspire them to come in. And it’s not salesy. You had mentioned it earlier, 100 percent educational in nature and about 47 percent of our first six emails get opened, which to me indicates that people want the education and we’re doing the right thing.
If we had unsubscribes or bounces or opt outs, I wouldn’t be going on this. You know, this track that people are always opening our stuff because they don’t know enough to know if CoolSculpting is right for them. And instead of having to go on the internet and keep searching, I’m showing up lovingly in their inbox saying, Hey, you have a question?
I have the answer. Ah, you’re probably asking this question. Here’s an answer. So we just really had to think about what their mind was probably asking and then give them those answers, um, at a cadence that made sense. I’m
Sushant Misra of TrepTalks: wondering if, uh, If AI has any role to play in this, you know, [00:35:00] people, people want to know what they would look like, what the end result would look like.
And if, if there’s a software AI that can, you know, that can, you know, they can turn on and Take a picture and that can kind of show them.
Jessica Stellwagen of Bodify: And it’s so interesting because there’s clinics and not with, not with CoolSculpting, but it’s like Invisalign, for example, or T Stuff, right? They can literally shift that for you.
And my sister and I have always gone back because part of me thinks it’s going to be absolutely phenomenal. And then the other part of me gets nervous because if you’re like, Hey, Jess, this is what you created for me. And you said, this is what I look like. I don’t look like that. Then I don’t know how, I don’t know how to navigate that yet, but I think eventually it will get so good.
Um, and not only with before and afters, but AI in general, right? Like creating content for blogs and just so many things we can use AI for now that are a tremendous asset to our business and have really streamlined and makes, made things much more [00:36:00] efficient.
Sushant Misra of TrepTalks: And do you think, um, that all this marketing funnel that you’ve created, and of course, you know, you shared your value proposition around just giving customers a great experience once they come into your, uh, clinic.
Um, of course, you know, your clinic looks beautiful and things like this. Um, do when a customer, you know, as, as As you are kind of convincing the client to move towards, you know, making the decision to have this procedure done I’m, uh, i’m sure they’re looking at other clinics. Also their price Shopping and things like that um What?
What do you tell them? separates your business I mean, everything that I mentioned, of course, you, you’re highlighting that also, um, but what, what separates your business, uh, compared to everybody else? Is it really the experience?
Jessica Stellwagen of Bodify: Yeah, and I think, so people are always going to move [00:37:00] towards pleasure or away from pain, and so I think when you have differentiators, it’s really important to kind of highlight both of those, because if you’re someone who wants to get away from pain, and all I talk about is brightness of future, I don’t connect with you, right?
And so you’re on to the next. And so, to your point, That we have a man cave, that all we do is cold sculpting, that we guarantee results, that we’re locally owned and operated, that we train other accounts, those are all really great, but kind of that pull on that opposite side is in a kind and respectful way, we let people know this is a medical procedure.
I can have a pair of scissors and a hairstylist can have a pair of scissors. It’s the same tool. You’re not getting the same outcome. The only difference is if I go cut my hair and it’s a bad haircut, it’s going to grow back. If you do not do cool sculpting appropriately. You are stuck with that bad outcome for life.
And so I think kind of inciting a little bit of that fear is helpful. I just had someone today, she was going to cancel her appointment. She’s like, I found [00:38:00] someone who was cheaper and I sent her a photo of someone’s arm and I said, you get what you pay for. And I recognize that price is always going to be a factor, but you’re permanently removing fat from your body.
And you only have one chance to do this, right? And wouldn’t you rather go to an expert who guarantees results? And she’s like, you’re 100 percent right. So we don’t win everyone. Um, because sometimes, you know, logic says, no, I’m not going to pay twice as much. But most of our clients, they, they get the analogy and they know that they don’t want it to go wrong.
Sushant Misra of TrepTalks: I mean, this is really, sounds like this is really sculpting, right? Yeah. And, um, What is what is a bad outcome like if somebody let’s say get trying to get rid of their the fat from their arms or Something could it be that one arm, you know, there’s more fat removed versus another arm looks like it’s it’s like, uh, you know it’s asymmetry on two sides.
Is that kind of a bad outcome?
Jessica Stellwagen of Bodify: I think the biggest thing that happens is the technology is built in a [00:39:00] very intelligent way. So I’ll, I’ll try and give you a visual. So for example, when you look at someone’s obliques and then you look at their fat pad, you have to mark where they have peaks of fat. So if you looked down on your own stomach, you would see that you probably have one peak here and one peak here.
And every time we have a peak, we have to place an applicator, but a lot of. Cool. Sculpting technicians. They don’t know this. They’re not well versed or worse yet. You have a budget and they let your budget dictate their treatment plan. So they say, Oh, well then I’m just going to use one when the person really needs to, or, Oh, you have a budget.
I’m going to tell you, you can come in one time, but you really need to come in three times. So I think it’s the applicator placement, the applicator choice and the overall plan. That really dictates someone’s outcome. And a lot of people in the aesthetic world are young. They don’t know how to have the hard conversation.
They don’t know how to have the courage to tell someone, I’m not going to build you a plan. That’s not going to work. And they do, unfortunately, silly things that leave irreversible [00:40:00] damage on bodies.
Sushant Misra of TrepTalks: So, so then you, you need to have a really good, uh, insurance, like, I guess, uh, malpractice insurance. Like I’m sure you have it.
I mean, I’m sure there’s situations where somebody can. Come after you because they’re not satisfied.
Jessica Stellwagen of Bodify: Yeah, it’s interesting. We, um, I have an attorney who lives in my neighborhood and once he found out I did cool sculpting, he’s like, hey, if you ever get sued, let me know and knock on wood. Um, we haven’t, but this is I have a quick story.
So my uncle was an addictionologist. So he worked with people that had addiction and he was Horrible at managing his schedule, right? You were supposed to be at a 10 o’clock and he wouldn’t see you till 1130. And you would be so mad. But the second that you left, you would be happy. And I’m like, Michael, why are you spending an hour with people when insurance is only paying you for 15 minutes and very callously?
He said, if people like me, they’re not going to sue me. I’m like, that’s a ridiculous thing to say, but fast forward nine years. I do recognize if you have a really elevated experience, if [00:41:00] you have that rapport, if you get to know your clients and treat them right. If something bad happens because of course it’s a medical procedure, something can go wrong.
I feel like people are much more willing to deal direct versus if we were shysters and not nice and you know, did all these weird things and people would much more happily come after us. So again, knock on wood. We, I’m not saying we’ve never had an unhappy client, but we’ve never ever had anything that has escalated outside of.
The four walls and being able to figure it out within the four walls. I
Sushant Misra of TrepTalks: mean, that is, that is so true. You know, it’s, it’s human psychology. If somebody likes you, even if, uh, you know, it’s, that’s, that’s like a life lesson that, um, Not everybody knows, but, you know, it’s, it’s, it’s true. It’s, uh, that’s, that’s just the way people work.
Um, what does your team look
Jessica Stellwagen of Bodify: like? I love our team. So, as I said, we hire for heart. Um, I think that’s nice cause we don’t have to train, untrain bad habits. [00:42:00] And we also do two other things that I think are quite unique. Anytime we bring someone in, we do not hire CoolSculpting providers. We always hire for the front office because I want them to be indoctrinated in the Botify way.
I want them to have the respect for the team. And I also want everybody else to respect them, but I want them to understand the entire business from soup to nuts, because I think. Far too often the front office is kind of this bastardized child that’s not important and nobody cares about when they are literally the face and the voice of your organization.
And then we train them and if they choose to do consultations and cool sculpting, we will migrate them there if they want to just stay at the front, we do that. Um, so we have a very intense training process because I want. The words that come out of their mouth to be the same words that are going to come out of my mouth.
Yes, there’s some wiggle room in terms of, you know, their charisma or their own little idiosyncrasies that they like. But if you did a consult with me or with my sister or with anybody on our team, you would [00:43:00] recognize that it was a framework. Execution is obviously unique to them. But that’s important. So you can be consistent and predictable.
Um, I think the second thing that we do is we reward behavior instead of outcome. So for example, people are like, well, I’m going to give you a commission when you sell. Well, at the end of the day, you can do a ton of things, but maybe you’re not ultimately. a hundred percent responsible if that person buys or not.
But can I reward you if you follow up with that person seven times? You bet I can, because I trust if I reward the behavior that you’ll keep doing it and I trust that the behavior is going to lead to the sale. So we reward behaviors much more than we do, um, the outcome. And then third, we do a team based commission.
I cannot stand in the med space world. Med spa space world, it is so catty, right? Oh, I talked to that girl for six months and all of a sudden you ask her to buy and she bought. Now I lose my commission. So every dollar that comes into the practice, every single one of our team members [00:44:00] gets a a percentage of that dollar.
That dollar is different. I’m sorry, that percentage is different of course, but everyone shares in everything. So everyone is working towards the same goal, which is great outcomes. Getting the client to say yes and making sure that we’re doing right by our clients and bringing revenue in.
Sushant Misra of TrepTalks: Wow. Very, very nice.
Uh, how did you buy? I’m really curious. How did you kind of learn these things? Like, did you get these lessons from like a different, uh, industry or, uh, business or, you know, from a book or something?
Jessica Stellwagen of Bodify: So I think a few things. I think, you know, my parents ran businesses very, very differently. My dad was someone who he wanted to hold everything close to his chest.
He didn’t want to train his staff. He was afraid if he trained them that they would leave and go out on their own and do it. And so he kind of always kept, he didn’t really delegate where my mom was someone who was like, no, I don’t want to do everything. Like I want a team that’s empowered. And so I just think through both of my parents, just seeing them and watching them and living, you know, in their homes growing up that I learned a lot.
Um, but I would say. [00:45:00] That Stephen fairly, who was the gentleman that I worked with that helped attorneys build their practices. I probably learned 90 percent of what I know from him, um, because he was an exceptional business person and he always walked us through it. He always told us what he was doing, and I just had such a tremendous amount of respect for how he built his organization that when I eventually left, I said, Stephen, I’m going to literally swipe and deploy.
He was have at it. He goes, that’s going to be, that’s going to be a great legacy. You’re in a totally different industry. And if you can build with the principles that I taught you, I’m going to be really, really happy. And, and we have. Wow.
Sushant Misra of TrepTalks: Very nice. Very nice. Um, in every entrepreneur’s journey, there’s always mistakes made, lessons learned, failures.
Um, since you’ve been learning the, uh, uh, running this business, what has been like a big, um, mistake or failure that you have gone through, um, that you think, you know, you could have done without. And what did you learn and what can other entrepreneurs learn from your mistakes?
Jessica Stellwagen of Bodify: [00:46:00] Perfect. So this is where people, they ask this question all the time.
And my sister and I have been so blessed in nine years, we literally have not had anything that’s been like, Oh my God, I can’t believe this. So I’ll talk about a few just anecdotally. Um, but I do think one thing, you know, we have a culture for our team very much that we generate leads. And so whenever we brought people in, it was like, Hey, when we have leads, we’re going to reach out, we’re going to nurture them.
But I think that there’s a little nuance in terms of that. They don’t. They’re, I shouldn’t say that they’re not hungry, but if those leads stopped coming in, I don’t know if the girls would go start knocking on doors or cold calling or going to networking events to kind of drum up business because they’ve always been in an organization where we’ve just provided the leads.
So I think, um, had I done it differently, I probably would have done a little bit of mix of that. I love providing the leads for them, but I would love if they went out, you know, on their own to events, et cetera, and try to manufacture some business. [00:47:00] Um, but I think the biggest mistakes that I see for people, just because we coach a lot of CoolSculpting, um, practices to do better, is they spend money on marketing and they have no idea what’s working and what’s not working, right?
So horrible ideas. Like, I’m spending all this money, but they don’t send people to a landing page. They don’t have a ring central number. They have no way to track if their dollar is actually bringing money in or not. Um, I think people quit on marketing. Far too quickly, they spend 10 today and it didn’t give me 20 tomorrow.
So all of a sudden I think that platform stinks when it’s like, Hey, it takes some time. Um, I think in this world, when people get medical directors, I think they often give them a percentage of revenue. Um, and I think that’s a really fast way to tank your profitability. Uh, and then lastly, I think that people grow too fast and they hire too quickly.
Right higher, slow fire quickly, and they just don’t have the processes and systems. And then they wake up one day and they hear someone on the phone. They’re [00:48:00] like, that is not my vision for my business. But they were so worried about growth for growth’s sake that they didn’t do it in a way that was going to either be sustainable or replicatable.
Sushant Misra of TrepTalks: Yeah, all of those are great lessons. And to me, it seems like, I mean, most of those kind of sound like, you know, where the person hasn’t spent their own time thinking about marketing, right? So a lot of the times, as you said, if somebody is more of a medical. person, you know, they don’t want to think about marketing, you know, they would much rather kind of outsource their marketing to an agency or something.
And of course the agency, you know, they have different incentives. They’re not thinking about your business strategically and things like that. So, so yeah, I mean, I think if somebody is actively thinking about the whole process and marketing and, you know, business, and I think that definitely makes, makes a huge difference.
Jessica Stellwagen of Bodify: And I think pivoting is the other thing, right? Like we, we’ve been very fortunate. We’ve been in an economic client climate that has been wonderful for the last nine years, right? Is that shifting right now? Maybe, maybe not. I don’t know. [00:49:00] So I think you always do have to have in, you know, in your brain and in your sphere, just saying, okay, what do I need to do to shift?
Because it’s like a blockbuster, right? I mean, they died on the vine because they weren’t, they dug in their heels and they weren’t willing to shift. And when they did shift, they shifted too late. So I do, I’m. I’m not a big like, Oh my gosh, always think about the future. I agree about being present, but I do think we have to have some awareness of, okay, what happens if something shifts?
What’s my next step? How can I get in front of it to make sure that we’re always positioned to continue to thrive?
Sushant Misra of TrepTalks: For sure. Uh, now I’m going to move on to our rapid fire segment in this segment. I’m going to ask you a few quick questions and you have to answer them maybe in a word or so, or a sentence.
Perfect. So the first one is one book recommendation, uh, for entrepreneurs. Uh, and why?
Jessica Stellwagen of Bodify: It’s not a book, but it’s called N. E. P. Q. and that stands for Neuro Emotional Persuasion Questioning. It will change your life in terms of your ability to connect with people and get them to say yes during a [00:50:00] consultation.
Sushant Misra of TrepTalks: Wow. And I’ve never heard of that. I’ll check that out. Do you think it’s like, in your opinion,
Jessica Stellwagen of Bodify: it works? Insane. I read that and I was like, I cannot believe I have been getting people to buy when I’m doing so many things wrong. So it is, I mean, your tone, the questions, it is unreal what this man knows. Wow.
Sushant Misra of TrepTalks: Okay. Um, an innovative product or idea in the current business landscape that you feel excited about.
Jessica Stellwagen of Bodify: I love that Ketamine clinics are popping up. Obviously I know people have different vantage points of ’em, but I like that they’re a safe space for people to kind of explore, using their mind and tapping into different parts, you know, of, of the world to kind of heal and also to be more empowered and to show up as the best their best selves.
So I’m loving the idea and the concept behind Ketamine clinics.
Sushant Misra of TrepTalks: Um. A business or productivity tool or software that you would recommend or a productivity tip? [00:51:00]
Jessica Stellwagen of Bodify: Uh, so a CRM, right? I think that a lot of med spas, in particular, they have an EMR. An EMR is not a CRM. You have got to have a way and a place that you house your leads and that you have different tracks.
If you say yes here, you go over to this track. If you say no here, you go over to this track. And it takes a lot of time, a lot of energy, a lot of money to build it. But having our CRM is the single best thing that we’ve ever done and has made us, I mean, we’ve done over 35 a boatload of money because my team cannot reach out 27 times to every single new lead, but a system can.
Sushant Misra of TrepTalks: For sure. Which, which CRM do you use? And like, do you use, um, uh, do you work with an agency or a third provider who kind of sets it up for you?
Jessica Stellwagen of Bodify: Uh, so we use Keep. They used to be called Infusionsoft. I think they’re very similar to HubSpot and Salesforce. I think they all have pros. They all have cons. You just have to figure out which one makes the most sense for you.
And then, yes, we have a marketing team [00:52:00] who builds the emails and the communication, um, so that we can then put them in the campaigns within Keep.
Sushant Misra of TrepTalks: Another startup or business that you think is currently doing great things.
Jessica Stellwagen of Bodify: That’s a good question. Um, I love Ali Webb. I just think that she is just innovative.
Um, I really like the concept of online counseling. I don’t know if I love the word counseling, but I just think in today’s society, people are very isolated and there’s lots of stuff going on emotionally and mentally. And I, I love that there’s a concept that people can get access to the help they need, uh, virtually.
And so I think that’s going to go big places.
Sushant Misra of TrepTalks: Uh, I know you already mentioned one name about this, but a peer, entrepreneur, or business person whom you look up to, or someone who inspires you.
Jessica Stellwagen of Bodify: Yeah. Uh, great question. So he’s in Australia and his name is Kelly Ritchie and he was one of my first mentors and I, if I could literally put a USB into his brain and download everything, he [00:53:00] just has such an interesting way of looking at the world.
He is a prolific reader. He goes to all these seminars and I just think he is masterful at being able to take all these different concepts and put them together. And then eloquently described them. Um, and so he has been massively influential in my life since I met him in my twenties. Awesome.
Sushant Misra of TrepTalks: Final question.
Best business advice that you have ever received or you would give to other entrepreneurs?
Jessica Stellwagen of Bodify: And I said this early on and you kind of had snickered, but in a good way when I said there’s enough fat to freeze for us all to win. You don’t have to say fat. There’s enough, you know, I don’t know. 2040 eyesight for us all to win.
I really think if businesses would just focus on cleaning up their own ship and doing right by their clients, they could focus so much less on the competition in the outside world because there’s so much business and We’re a high end business. You could be a low end full sculpting provider and be equally as successful.
You just have to find your authenticity. What makes you feel [00:54:00] genuine and stick to it and do it consistently. But I just think if people really took to heart that there is enough for all of us and that abundant mindset that our world could radically change. And so with their pocketbooks.
Sushant Misra of TrepTalks: I think that’s a, that’s a really great lesson for sure.
I think there’s enough, uh, for everybody to go around. And I think the more, the, the, the, the, the more of a great experience you can give to your customers, I think the better, um, the more people will come back. So I think, uh, yeah, for, for sure. That’s a really great, uh, And the
Jessica Stellwagen of Bodify: reason I like it is it stops people from starting like, look at what you’re doing, right?
There’s other people who do podcasts like this, but someone’s going to connect with your voice. They want to see your face. You’re going to say the same thing someone else said in a different way, and it’s going to change their life. And so. Why I particularly like that mindset is so many people tell me too.
They’re like, I can’t open a med spa. There’s a million of them. I’m like, yes, you can. Like there are people who need your med spa, not my med spa. And so I commend you for going out and doing something that [00:55:00] already exists too, because you got your own flair and you’re going to be successful because people are going to grab it.
You’re going to, you know, have the tribe who gravitates towards you. For
Sushant Misra of TrepTalks: sure. Well, thank you, Jessica. Uh, those were all the questions that I had. If anybody wants to get in touch with you or wants to check out your services, what is the best way to do that?
Jessica Stellwagen of Bodify: Jessica at the bottom dot com. I’m super responsive on email.
I’ll have a conversation. We can set up a text time. I’ll do anything I can to help other people in the community and at large. So don’t be shy.
Sushant Misra of TrepTalks: Awesome. And, and your website. The
Jessica Stellwagen of Bodify: botify.
Sushant Misra of TrepTalks: com awesome. Well, Jessica, those were all the questions that I had. Thank you so much for sharing your story, for sharing your time, uh, for sharing your business journey and your, your successes and failures.
Um, so yeah, thank you so much again for joining me today at Treptalks and I wish you all the very best.
Jessica Stellwagen of Bodify: You’re awesome and keep doing what you’re doing. It’s inspiring. Thank you.
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