Every Business Owner Should Watch This | Ep 1006

Download your free personalized $100M scaling roadmap in under 30 seconds: https://www.acquisition.com/roadmap?el=yt-alex-486r&htrafficsource=youtube Husee's father built a dental practice over 30 years but nearly ran it into the ground by being the only person who could run it. In this episode of Scale or Fail, Alex diagnoses the single constraint killing the business: one doctor, three locations, and a delivery model that stops the moment the founder takes a break. Ninety days later, the practice goes from a $160K best month to closing in on $500K. In this episode 00:00 How it started: numbers and goals at Smile Magic 03:12 The fix: mapping the implant visits 08:49 Increasing Google Ads spend and prices 12:55 Refining the sales process 22:00 Organic content engine 24:24 Position on the $100M scaling roadmap 25:59 90-day check-in and results More Value: Book Your Spot at the 2-Day, Interactive Scaling Workshop in Las Vegas: https://www.acquisition.com/o-vegas Get the $100M Book Bundle: https://shop.acquisition.com/pages/100m-book-bundle Watch My Latest Episodes on YouTube: https://www.youtube.com/@AlexHormozi/featured Learn How to Scale Your Business to Millions in Revenue: https://www.acquisition.com/ Discover The Easiest Business I Can Help You Start (Free Trial): https://www.skool.com/hormozi Additional Free Books and Video Courses: https://www.acquisition.com/training DISCLOSURE: Information shared here is for educational purposes only. Individuals and business owners should evaluate their own business strategies and identify any potential risks. The information shared here is not a guarantee of success. Your results may vary. Copyright © 2026.

Speaker names marked ? are inferred from speaking time and the show’s known hosts — they are not voice-verified.

• 0:00Alex Hormozi?

  I'm about to help a complete stranger build a $15 million per year business. I'm going to give him a step by step roadmap on exactly what he needs to do. And 90 days later, we're going to check in with him to see what actually happened. And for all the business owners watching, I've scaled 10 businesses past 10 million, three past 100 million. And I've realized an important lesson, which is that businesses behave in patterns at all levels. And so you can take any of the principles and tactics and apply them to your specific business and industry at its current size. There are far more similarities than there are differences. And so with that being said, let's meet Hasi.

• 0:30Speaker 01

  Alex, how are you?

• 0:32Alex Hormozi?

  Ready to rock.

• 0:33Speaker 01

  Yes, sir. So my name is Hasi Nazir. I'm CEO of Smile Magic dentistry. We are a holistic dental practice that focuses on helping prominently women achieve their-

• 0:46Alex Hormozi?

  Men don't deserve nice teeth?

• 0:48Speaker 01

  Usually the women are the ones doing the research, the men follow after. Welcome to Smile Magic dentistry.

• 0:54Alex Hormozi?

  So give me the dollars.

• 0:55Speaker 01

  Yeah, so these are some of our numbers. So our past 12 month revenue is around $2 million. Our profit is right around 47%, about 96,000. And our goal over the next three years is to have $15 million in revenue and about $5 million in profit.

• 1:11Alex Hormozi?

  Has the goal always been to do that or has the goal suddenly changed?

• 1:14Speaker 01

  So I've only joined the business about a year ago. So previously, my dad, he was the owner of the practice. He didn't have the support system to actually grow the practice. So he was essentially just making ends meet, doing what he can, working as much as he can. With me joining, it's been a matter of how can we scale enough? Kind of try to expand his horizons because I'm not a dentist. So I'm purely focusing on the business and just growing the business.

• 1:41Alex Hormozi?

  So, but is he aligned with that goal of growing it?

• 1:45Speaker 01

  Yeah.

• 1:46Alex Hormozi?

  Okay. So what's stopping the scaling right now?

• 1:48Speaker 01

  So right now, we have three locations, but one doctor. So our staff, as well as myself, are essentially shuffling between location. So all the high ticket patients are all flowing through one person. The minute our main doctor, my dad, takes a break, business takes a break.

• 2:08Alex Hormozi?

  Do you have other associates at all?

• 2:12Speaker 01

  So we had an associate over the past year or so. He's actually leaving to go do a massage program. But with him, the problem was we weren't able to actually fill a schedule. So a lot of the time, he was only working about a day, a day and a half per week. And for some reason, his show rate would be a lot lower than my dad's.

• 2:31Alex Hormozi?

  So why is solving this important right now?

• 2:33Speaker 01

  I mean, my dad has given everything to the business. When I was a kid, he wouldn't be able to show up for soccer games essentially, because the business needed him in it at all times. So with him getting older and me joining and seeing his past 30 years of hard work. If we're unable to actually fix this problem, it becomes a thing that'll just die. Our business will, will die if we're unable to solve this issue.

• 2:57Alex Hormozi?

  Got it. This will be really straight down the middle. Which is good news. I mean, complex doesn't mean good. So yeah, let's come over here. I'll walk you through what we have to do.

• 3:12Alex Hormozi?

  All right. So the big issue is that right now you have your dad who's doing all the diagnosis of the people who are coming in. And then he also does the actual implant work. From a time perspective, it does take longer to sell or it takes longer to deliver?

• 3:28Speaker 01

  Longer to deliver by far.

• 3:29Alex Hormozi?

  Okay. So of the elements of delivery, how many, how many visits are, is required to do the treatment?

• 3:37Speaker 01

  It would be approximately of actual clinical work, about five visits.

• 3:41Alex Hormozi?

  Okay, so it's five visits. Of all those five visits, does your dad need to do all five?

• 3:47Speaker 01

  No.

• 3:48Alex Hormozi?

  Okay. So does he currently do all five?

• 3:50Speaker 01

  Yes.

• 3:51Alex Hormozi?

  Okay. So of those, so let's say we've got, we've got sale, right? Which I'll get to in a second. So we have the sale, the sales motion. And then we have, call it visit one, you know, two, three, four, five. Okay, which of these can he not do?

• 4:06Speaker 01

  Depending on how complex like the actual pulling of the teeth are. That's really where some of our associates have gotten hung up. So potentially he wouldn't need to do visit five.

• 4:18Alex Hormozi?

  Okay. So we can all surface that. All right.

• 4:21Speaker 01

  Visit five and then-

• 4:24Alex Hormozi?

  Where does he pull the teeth?

• 4:25Speaker 01

  It'd be visit one.

• 4:26Alex Hormozi?

  Okay, so he, this was an important one. Okay, so he has to do that one. What else? So the rest of these are-

• 4:32Speaker 01

  Visit two, he pretty much needs to, needs to do it. That would be like the bone graft. So essentially laying the foundation for the implant.

• 4:41Alex Hormozi?

  I'm not going to push back, but let's just, we'll keep going. Okay.

• 4:44Speaker 01

  And then visit three is a checkup. So he has to be there.

• 4:48Alex Hormozi?

  Okay.

• 4:49Speaker 01

  And then visit four is implant placement, which I would say is less important than the bone graft, but very important. So I would still, I would still say he needs to do.

• 4:58Alex Hormozi?

  Let's say you just had an associate level person. Is there any reason the associate couldn't do these ones?

• 5:02Speaker 01

  The only reason why they wouldn't be able to do those three would be just based on their clinical ability.

• 5:08Alex Hormozi?

  Well, this is a checkup.

• 5:09Speaker 01

  Yeah.

• 5:10Alex Hormozi?

  So-

• 5:11Speaker 01

  They can do that no matter what.

• 5:11Alex Hormozi?

  Okay.

• 5:12Speaker 01

  Yeah.

• 5:12Alex Hormozi?

  And that's probably some sort of last conversation.

• 5:14Speaker 01

  Putting the tooth on, yeah.

• 5:16Alex Hormozi?

  Okay. So this one is a very basic thing, right? Just implanting because the bone graft is pulling and the graft is harder than the, than implant, correct?

• 5:25Speaker 01

  At times, yeah.

• 5:26Alex Hormozi?

  Okay. So, I mean, wouldn't associate, they are doctors, correct?

• 5:30Speaker 01

  Yeah.

• 5:31Alex Hormozi?

  Right. So wouldn't associate be able to just learn how to do the implant?

• 5:33Speaker 01

  Definitely.

• 5:34Alex Hormozi?

  Would the guy that you had be able to have that skill? If that was like a priority to teach him how to do this one thing?

• 5:39Speaker 01

  Yeah.

• 5:40Alex Hormozi?

  Okay, cool. So let's assume that we can actually get that off of this plate. Because right now you're capped at, was it like 25 ish a month, I think?

• 5:48Speaker 01

  About 25, yeah. About 25 to 30 patients a month.

• 5:51Alex Hormozi?

  So that's, that's a huge point of leverage. It's the greatest point of leverage. So if we just cut his, there's six visits to make this money. Three of them are the most important that require the most skill. The other three, not so much. It's like that can take us from 25 visits a month to 50 visits a month, provided we can increase the lead flow, which we'll get to in a second. But do you think that that would be, like your dad would be on board with that?

• 6:13Speaker 01

  I think he would be on board with it. The only pushback I would ever say is more about the patient journey.

• 6:21Alex Hormozi?

  Sure.

• 6:22Speaker 01

  So I think that a lot of the time, patients get very like connected to the doctor. And I think having the handoff has been the hardest part, especially after doing some pretty like intense visits. They have a hard time trusting a different doctor.

• 6:36Alex Hormozi?

  That's all mental.

• 6:37Speaker 01

  Yeah.

• 6:38Alex Hormozi?

  It's, yeah, of course it's not impossible. There's dental clinics that have many doctors. Of course it's not impossible. But that just sounds like what I would consider to be a, just a limiting belief.

• 6:45Speaker 01

  Yeah.

• 6:46Alex Hormozi?

  So all he has to do is just have a, like he could film one time a video that's, that's with the doctor that he's edifying. He says, hey, you know, this is Johnny. Johnny's awesome. And so Johnny actually specializes in the next three visits that you're going to be coming out with us. And so this is literally all he does. And so he's going to take care of you for X, Y, and Z. And so we've already laid an amazing foundation. You've been healing great. And that's what like the roadmap is. And so if you have any questions, you know, you can give Johnny a call. He'll be, you know, available to you. And yeah, so next time you see it, you're not in the wrong place, like ha, ha, ha. That's it.

• 7:19Speaker 01

  Got it.

• 7:20Alex Hormozi?

  And you can obviously set that expectation years like, hey, you're, the, the work is split between two of us. One is, one, we specialize. I specialize on this side. He specializes on that side. And that's it. That's like, that's totally mental though. He's obviously been a sole practitioner for a really long time. And it's one of those things where like, a lot of entrepreneurs feel like it's nice to feel needed and it's nice to feel special.

• 7:41Speaker 01

  Yeah.

• 7:42Alex Hormozi?

  But there are other humans who have hands who can learn things.

• 7:45Speaker 01

  100%.

• 7:45Alex Hormozi?

  And it's like, okay, do you want to be right or do you want to be rich? And this is one of those scenarios. And I'll tell you what he has to do, like what you have to convince him of is just that he has to be positioned as the architect or the artist. And then the other guys are the hands. And that way it'll kind of preserve his, I'll say ego, but like, it's like, you're still the puppeteer. You're still, you know, you're the conductor of the orchestra. And then from a, from a positioning perspective, that's what you would say to the patients. It's like the actual hardest part is designing the, the procedure and the process. Once the plan's laid out, it's really just executing it.

• 8:15Speaker 01

  Got it.

• 8:15Alex Hormozi?

  And so that's, that's easy to position. All right. So that's thing one. This double, this gives us a double in capacity. Now that guy was quitting, but if he was able to take all these appointments on, would that fill up his calendar?

• 8:27Speaker 01

  For the most part.

• 8:28Alex Hormozi?

  Okay. Well, I mean, in my mind, I would say like, maybe don't fire him if he was a decent guy. Because that would double the potential revenue of the business and take you from two to four. That feels worth it.

• 8:38Speaker 01

  Yeah.

• 8:38Alex Hormozi?

  And you can make up the extra $2 million and whatever you're paying the associate.

• 8:42Speaker 01

  Definitely.

• 8:42Alex Hormozi?

  Okay. Okay. That feels, that feels not, not dumb. Okay, the next thing is when, so right now you have Google ads that are working, obviously, right?

• 8:54Speaker 01

  Yeah.

• 8:54Alex Hormozi?

  So I would just actually continue to encourage you to just keep increasing Google ad spend.

• 9:02Speaker 01

  Okay.

• 9:04Alex Hormozi?

  Because right now you're spending, what are you spending a month, like 14,000 like that?

• 9:06Speaker 01

  12,000, yeah.

• 9:07Alex Hormozi?

  12,000, right? So if you have $12,000 a month, like you're not, and you're in Orange County. Like you could probably go to several hundred thousand dollars a month before you even get close to capping that area. So like, there's a lot of runway there. But if we double it, we can double the capacity, we double the spend. Now, number three is that you have like, or your dad has like an 85 or 90% close, some very high close rate.

• 9:27Speaker 01

  Yeah.

• 9:28Alex Hormozi?

  I would do a couple of things. So number one, when I see those kinds of close rates, I would increase price. Because with those kinds of close rates, there's probably a lot of room there. What payment options do you provide people?

• 9:40Speaker 01

  So it depends on what they qualify for. So either with an implant patient or a long treatment plan, they pay as they go. So they would pay over the course of a year. Whenever they get the work done, they pay for that, that visit essentially. If they choose financing, they pay the entire treatment upfront. And that's it.

• 10:00Alex Hormozi?

  What percentage of people do financing?

• 10:02Speaker 01

  Approximately-

• 10:06Speaker 01

  Thirty percent of the treatment plans over fifteen thousand? Thirty to fifty percent, I'd say.

• 10:12Alex Hormozi?

  I feel like you could get like eighty or ninety percent. Like doing that because like my position would be like, hey, so there's two ways to pay. You can either pay on a credit card and pay whatever you want, or you can pay using financing. But either way, we need to pay now to get this whole process started.

• 10:24Speaker 01

  Okay, so you would change it to a pay now?

• 10:26Alex Hormozi?

  I prefer that, especially from a cash conversion cycle perspective. And that's not that uncommon.

• 10:31Speaker 01

  Do you think that it would be wise to give them almost like a discount to prepay? Because the way, I mean, obviously it's more of a limiting belief, but the way we've always done it is pay as you go per visit.

• 10:42Alex Hormozi?

  No, I mean, I would, that would be like a huh, okay, I guess we could do that. You know what I mean? Like, I would make it seem odd. But yeah, you can give the incentive if you want, but it's like, this is what most people do. Because you're going to pay it either way, because like, believe me, you can't half finish your mouth. So like, you're gonna have to end up paying it, so you might as well just prepay. And that's why, because it allows us to preorder some of the things that we need for your specific case.

• 11:02Speaker 01

  Got it.

• 11:02Alex Hormozi?

  That's how I'd script it. So I would just say like, A, B, credit card slash financing. And then you down sell.

• 11:11Alex Hormozi?

  Payment plan, does that make sense?

• 11:12Speaker 01

  Okay.

• 11:13Alex Hormozi?

  Now, from a pricing perspective, you're charging fourteen is the average three year value of these implant? Because it seems low.

• 11:21Speaker 01

  It is low, so the three year value of implants is a lot higher. Fourteen thousand is our overall, including patient recall.

• 11:27Alex Hormozi?

  Got it.

• 11:27Speaker 01

  So with implant patients, our average. Our average ticket's around twenty eight thousand.

• 11:33Alex Hormozi?

  And his close rate is still eighty whatever percent? Yeah, I mean.

• 11:38Speaker 01

  This is after we increased prices too. First thing I did following your, following your judgment.

• 11:42Alex Hormozi?

  Yeah, then nothing happened, right?

• 11:43Speaker 01

  Increased prices by fifteen to twenty percent. Originally, it was, whole world is gonna end.

• 11:49Alex Hormozi?

  Yeah.

• 11:49Speaker 01

  And, and nothing happened. And we, and I ended up trying to give more value to patients and closure rate increased.

• 11:57Alex Hormozi?

  Yeah, because it's a luxury item. I mean, people, rather technically it's a premium item, but I think I would go to thirty five K. And how long had it been since your dad had raised his prices when you got him to raise his prices?

• 12:10Speaker 01

  About three to four years.

• 12:11Alex Hormozi?

  Yeah, and the thing is, is that in that time period, like the money supply went up by a lot more than twenty percent.

• 12:15Speaker 01

  Yeah.

• 12:16Alex Hormozi?

  So that change was not even, that was like still just make, that was just right sizing. It wasn't even really a price increase, that was just right sizing. So I think, given your dad's experience and the fact that he's closing eighty five whatever plus percent. I doubt you're gonna lose a lot, especially because of the nature of how you're having people pay. Because the actual monthly difference is gonna be negligible, but it'll be a material difference for you guys.

• 12:38Speaker 01

  Definitely, definitely.

• 12:40Alex Hormozi?

  Extra seven thousand per is gonna, will add up, especially if you can pull it up front.

• 12:43Speaker 01

  Okay.

• 12:44Alex Hormozi?

  Another quick, quick little thing is that, walk me through the sales process really quickly. Because to help support this price increase, I just wanna tweak sales motion if we can.

• 12:53Speaker 01

  Okay.

• 12:54Alex Hormozi?

  So someone clicks, they schedule, you know, they call in or whatever, they schedule their appointment, okay? Walk me through what happens after, like from the time they schedule till the time they give you money.

• 13:04Speaker 01

  So they schedule, they receive a reminder seven days before their appointment. They receive a second reminder, three days, one last one day before, one day of.

• 13:14Alex Hormozi?

  So seven, three, two, one?

• 13:16Speaker 01

  Yep.

• 13:16Alex Hormozi?

  Okay.

• 13:17Speaker 01

  And then they show up for their appointment, and that is their initial consultation. No work gets done, it's purely potentially x-rays and a.

• 13:25Alex Hormozi?

  It's a sale, right?

• 13:26Speaker 01

  Yeah, yeah, visual consult and.

• 13:28Alex Hormozi?

  Well, let's actually walk through that in more detail. So when they actually walk in the door, what happens?

• 13:32Speaker 01

  They walk in the door, we greet them, and they get seated in the chair immediately.

• 13:37Alex Hormozi?

  Okay.

• 13:37Speaker 01

  Once we take the x-ray or the CT scan, they come back to the chair. And it takes anywhere from two to four minutes.

• 13:45Alex Hormozi?

  Got it.

• 13:46Speaker 01

  So they sit back in the chair, we pull up the scan with them. And we essentially diagnose what they can't see, or what we can't see visually.

• 13:54Alex Hormozi?

  So you educate the patient, you say your teeth are fucked up, got it. When does it transition to, okay, give us money?

• 14:01Speaker 01

  So that transition doesn't happen in the chair, that happens once he diagnoses. And things are complete, they will either sit down with myself or office manager, and we will.

• 14:10Alex Hormozi?

  And then they get out of the chair, and they go somewhere else into like a sales room?

• 14:13Speaker 01

  Front office.

• 14:13Alex Hormozi?

  Yeah, okay, got it. So every, so two things that we need to, I would tweak is, number one, and this will help you out, but I would put, I'd grab everyone's ID on the way in.

• 14:25Speaker 01

  Okay.

• 14:25Alex Hormozi?

  So I could scan it and then confirm my identity, plus I would swap that for their credit card and say, hey, it's just how we complete our patient profiles. And that way you already have payment method before you even ask for payment. Much easier way to do it. Then you're gonna go to your chair, rigmarole, x-rays, et cetera. Then afterwards, they're meeting with you, right? You have your, your one on one with them in office, or in the front office or whatever, right?

• 14:50Alex Hormozi?

  Before they actually sit down, so this, you have your x-ray here, right? And then there's this period where they come into this office.

• 14:57Speaker 01

  Okay.

• 14:57Alex Hormozi?

  This is where before they actually sit down with you, you should have them watch a little VSL. A little VSL's letter. And so maybe you have them wait in that office for like five minutes, ten minutes. And while they're there, you just give them this iPad, hey, be right with you, watch this, that'll give you a little bit more context on what the doctor just shared with you. And then it's just like, basically a ton of testimonials.

• 15:16Alex Hormozi?

  This, I'll give you the, the TLDR, you can watch the recording, but. Promise of the video like, hey, in this video, I'm gonna show you how we transform people's mouths, pain that you're avoiding, which is like, and so if you haven't been sure you've had pain, or you're like, you're not confident with your smile, you know these pains better than I do. Our process will help you fix that. And here's proof number one, proof number two, proof number three, which are three or four different avatars. And so that's what we'll walk through, is kind of like our four step process in this video. So then we go to big idea number one, which is like the old way of doing things is like this, the new way, our way of doing it is like this, and this is the core reason that we started this practice, and why so many people have bad teeth, and why our, you know, patients are so happy. And that's the core, that's the core big idea.

• 15:52Speaker 01

  Okay.

• 15:52Alex Hormozi?

  And then you just have, what are the, what are the common objections that people bring up in that sales consult? Which is like, some people have some questions, we like to cover them ahead of time, which is, hey, does this work for tiny teeth? I don't know, whatever, like, you know, you know what the objections are. And then with each of them, you'll follow through with, this is what people think, this is why it's wrong, this is what is true, and then here's proof. And for each one of them, it's basically a simple objection to overcome for each of them. And then after that, it's just proof of just basically before and after, some people saying, oh my God, this is amazing.

• 16:19Speaker 01

  Okay.

• 16:19Alex Hormozi?

  And then what that'll do is, because if we're gonna have an increase in price, I wanna give you more tailwind to do it.

• 16:26Speaker 01

  Okay. And would you recommend going over price in the VSL as well?

• 16:30Alex Hormozi?

  You can do a range.

• 16:32Speaker 01

  Okay.

• 16:32Alex Hormozi?

  You can do a range, it depends on the number of teeth and whatnot, but our ranges go from here to here. But you have, you already have good close rates, so I don't wanna mess with too much, but like, you basically never sell less with a VSL.

• 16:41Speaker 01

  Yeah.

• 16:41Alex Hormozi?

  And if you have already a form of payment on file, it's easier to, do you want to choose the card on file? It's just very easy.

• 16:48Speaker 01

  Yeah.

• 16:48Alex Hormozi?

  Instead of like, you don't have to take out the wallet again, it just decreases friction, it makes it very buttery.

• 16:52Speaker 01

  Nice.

• 16:53Alex Hormozi?

  Does that make sense?

• 16:54Speaker 01

  Very nice.

• 16:54Alex Hormozi?

  Big picture, you have like what I would consider to be very like, straight down the middle, which is like, your supply constrained, this doubles our capacity. Long term, we need to take up one, two, and give that to another doc as well. So your dad can just focus on the diagnosis, if you just does that, that can get you to twelve ish million, just from doing that one change. And so you'll have to break your dad's beliefs around the fact that, like, what, my father's a physician, so like a surgeon, and so I understand the archetype. There's a lot of romanticism around like, I have a lot of repetitions on this, and like, no one will be able to teach me, or no one's gonna be as good as I am. I'm not saying your dad's like that, but many surgeons are.

• 17:28Speaker 01

  Yeah.

• 17:28Alex Hormozi?

  And so there has to be a fundamental belief shift, which is that like, if you learned it, so can someone else. And then re-edifying him as like, you need, like, for, for this business to scale, his identity needs to change from, I'm the best dentist, to I'm the best teacher.

• 17:43Speaker 01

  Yeah.

• 17:44Alex Hormozi?

  Like, if he can make that change, I think this thing can get really good. If he, if he holds on to the chair, it'll be very difficult.

• 17:51Speaker 01

  Hundred percent. And with this, at what point do you think it would make sense to possibly buy new locations?

• 17:58Alex Hormozi?

  We need to, we need to fix all this stuff first.

• 18:01Speaker 01

  Correct.

• 18:02Alex Hormozi?

  And right now, there's no point in adding another practice, because you don't even know how to run a practice without your dad.

• 18:07Speaker 01

  Hundred percent.

• 18:07Alex Hormozi?

  Right, so it's like, that has to happen before any of these other conversations can really occur. That said, I'll just add a little bit of a tidbit for these guys, because you're just getting into it. But the speed to lead is, especially with, are you doing PPC?

• 18:19Speaker 01

  Yeah.

• 18:20Alex Hormozi?

  Yeah. It, it is the most important platform for speed to lead. Like, talking like sixty seconds, because you have super high intent people, but they're shopping, they're looking around, and so it's, most of the time, I don't know the stat, but it's very high. The first person who responds is the person who gets the customer.

• 18:35Speaker 01

  Yeah, that's the one thing that I've been focusing on, yeah.

• 18:39Alex Hormozi?

  This is killing you, because the big part is like, he's booked out fifteen to thirty days in order for him to do these diagnoses, right? And you're losing money there. Okay, perfect world would be this. Like perfectly efficient world that I think will maintain sales percentages, is that they come in, greeted, whatever, and then when they, when they walk in to meet with you. If possible, if he says, this is my guy, he's the man, he just transfers authority, and says, he see more of these cases than anyone, like, he will definitely help you out, I'll be with you as soon as we get into the x-rays. He just needs to do that. Just edifies you, and then you'll have the whole frame, then he'll come in, razzle dazzle, and then you close.

• 19:15Speaker 01

  Got it.

• 19:16Alex Hormozi?

  Because in that way, because if he can just basically, the only time, how long is the x-ray diagnosis part?

• 19:22Speaker 01

  About hour fifteen.

• 19:23Alex Hormozi?

  Right, yeah, that's terrible. And so that's why it's taking fifteen to thirty days, because like you have seventy percent sure rates, you'll probably get closer to eighty five or ninety. If that's the case, that would give you a twenty percent lift in revenue.

• 19:34Speaker 01

  Okay.

• 19:34Alex Hormozi?

  And return on ad spend, just from that one change. Because you'll just move, you'll just pull it forward, because then it's like, great, we can get you in tomorrow. Because they're, they're literally, they have pain. So it's like, we, they want to solve the pain.

• 19:47Speaker 01

  Yeah.

• 19:47Alex Hormozi?

  And if somebody else can see them tomorrow, they'll see them in a year. Especially for a customer that's not warm or referral.

• 19:54Speaker 01

  Yeah.

• 19:54Alex Hormozi?

  Right? So I see this as super material. Other than that, the business already runs really good margins, the rest of this is fine, but this would be the, this would be the next steps.

• 20:05Speaker 01

  Got it.

• 20:05Alex Hormozi?

  Again, when I see prices went up, close rates went up, what that means is that, especially in the market you're at, and for, when I say market, I mean, the geographic market, but also the avatar itself, the people who are walking in the door, they.

• 20:18Alex Hormozi?

  They are correlating price with risk and quality. And so they're like, I, this is, this is a complex procedure. I'm gonna use my mouth the rest of my life. I want to make sure it's done right. And for that person, an extra, call it a hundred dollars a month is gonna mean absolutely, makes me no difference whatsoever. But them getting an inferior procedure is gonna make a huge difference.

• 20:42Speaker 01

  Huge difference.

• 20:43Alex Hormozi?

  You raised price and conversion went up.

• 20:45Speaker 01

  Yeah.

• 20:46Alex Hormozi?

  So keep raising price.

• 20:48Speaker 01

  At what point do we know that we should stop raising price?

• 20:51Alex Hormozi?

  Well, when conversion times price goes down.

• 20:54Speaker 01

  Okay.

• 20:55Alex Hormozi?

  Not when you sell less, because sometimes you will sell less, but if you have a 50% price raise and you sell 10% fewer, you should continue to keep that price, right?

• 21:01Speaker 01

  We're at a plus.

• 21:02Alex Hormozi?

  Right, exactly. You're at a, you're at a plus plus. You're closing more at a higher price.

• 21:06Speaker 01

  Yeah.

• 21:06Alex Hormozi?

  There's gonna be a point where you close the same at a higher price and that's still good. And there's a point where even after the curve, you close even at a higher price with even a little bit less and the math still makes sense. But it's just a pure math equation. I also understand the nature of high ticket sales like this, which is very difficult to get. You know, maybe you was having a bad day, whatever happens. But I think you're very safe to continue to raise for a minute. This is just like, probably the first of maybe another one after this.

• 21:30Speaker 01

  Got it. And then the one thing I was gonna start doing is just doing like organic content.

• 21:36Alex Hormozi?

  That reminds me, I was gonna bring that up, bring it up to you. So what I want you to also do is re-engineer the process. I'm sure there's these reaction moments when they get to see their teeth and like, they don't look bad, right? Okay, so we just want to have this big mirror in your hallway, where you can have people kind of walk up blindfolded or like not see it or just, you want to basically capture the reveal moment. And you probably already do capture the before moment, I'm guessing.

• 22:01Speaker 01

  A lot of the time we don't.

• 22:02Alex Hormozi?

  Okay, well, that needs to get integrated in the process, right?

• 22:04Speaker 01

  Yeah.

• 22:05Alex Hormozi?

  And so that becomes your posting. Like every single before and after that you have at your clinic should get posted. But you can have multiple versions of this. So think about, one is like the story version, which is like Angela showing her before and then showing her after. And it's like, yay. And then there's the carousel version, which is like images that you might still put the story as the third, third tile that you'd post. You can do a case study version of this, which is like your dad or you reviewing the case. So this is Casey, she came in with an X, you know, XYZ micro underbite, I'm making up, right? And so this was an interesting case for X, Y, and Z. And so, and then, but it's, but then you're immediately flipping it to like, so if you're struggling with this, this, and this, and this, you don't have to struggle with that, like these are super solvable problems.

• 22:48Alex Hormozi?

  A lot of people just don't know it, and that's why I'm making this content. And then with all of that stuff, you can just CTA to lead gen.

• 22:53Speaker 01

  Okay.

• 22:54Alex Hormozi?

  I didn't want to add a separate channel because like this is the, you're already doing this, let's just do more better on this. But as you like, basically if you were to come back, like in a year, I would say like, okay, this is gonna be our further expansion. And so what's difficult with small businesses, there's, whenever you have a pipeline, if you, as long as you're not supply constrained, which you are, more marketing on a supply constraint does nothing.

• 23:17Speaker 01

  Yeah.

• 23:17Alex Hormozi?

  It does not increase throughput. And so it's like, we have to solve the supply constraint first. And then the other, other things down the pipeline can increase, and then that increases throughput. But we have to solve that first, and then this alone will match your throughput. So could we do it? Yeah. Is it the constraint? No. Will it take resources from you to think about? Yes. If you do all this stuff and you have bandwidth? Sure.

• 23:40Speaker 01

  Got it. Got it. The reason I was at least thinking about it.

• 23:43Alex Hormozi?

  Yeah.

• 23:43Speaker 01

  Was.

• 23:44Alex Hormozi?

  I'm never gonna tell you to advertise less. Right? Small businesses, like more people know about your stuff, the more, more money make. Sure. Unless you have no way to actually capitalize on it.

• 23:56Alex Hormozi?

  Yes. Okay. How many employees you guys got?

• 24:01Speaker 01

  Nine, including me.

• 24:03Alex Hormozi?

  Nine. All right. So where are we at on the scaling roadmap? So you're, you're right at the kind of prioritize to productize stage. Notice what we were doing is prioritizing the things you need to do and trying to develop productization of the actual delivery. It's almost like these things make sense. And so you do have a specialized product that's priced to serve a Richard, Richard Avatar. So you already have this, which is why I like, from a business perspective, you're probably closer to here. From a marketing angle, free, more free, better stuff. That's where this part that I was referencing would kind of come in. And that will kind of graduate here. And so it's common for businesses to be split between multiple stages for different kind of functions.

• 24:39Speaker 01

  Yeah.

• 24:40Alex Hormozi?

  From a sales perspective, I think you just started tracking these basic KPIs. So like you have probably more along this productized step. So spend more in this down messaging and new offer.

• 24:51Speaker 01

  Fair enough.

• 24:52Alex Hormozi?

  Right? Create sales aids and materials. Right? And the VSL, sales aids, right? Build a proper CS playbook to onboard and train team to answer questions. So that is partially like, how can we get the team to do some of these pieces? And then obviously like over time, they're gonna be taking over more of the delivery.

• 25:11Speaker 01

  Understood.

• 25:12Alex Hormozi?

  Make sense? That you're at this stage to graduate?

• 25:15Speaker 01

  Fair enough.

• 25:16Alex Hormozi?

  Cool.

• 25:16Speaker 01

  Fair enough.

• 25:17Alex Hormozi?

  And yeah, by the way, this is free. If you're a business owner and you're like, what stage am I at, what should I do? Download this. Each one of these comes with like a 90 plus minute video that breaks down in way more detail than I just did in 10 seconds. What to do at each stage. So if you want that, you can go grab it. I'm sure the link's somewhere. Well, sweet. So you shifted, it sounded like you shifted more to more payment upfront. Raised the implant pricing. Speed to lead is solid. You held off on scaling to the new location. So the all in all, what's, what's revenue at now, run rate?

• 25:48Speaker 01

  Run rate, we are right at 3.3, I believe.

• 25:52Alex Hormozi?

  Oh, hell yeah.

• 25:54Speaker 01

  So we're right at, I believe it's 270,000 a month. When I saw you last, I think we're at a 2.8 run rate.

• 26:02Alex Hormozi?

  Okay, 2.8, so 2.8 to 3.3. So what's that? So that's a 10% lift?

• 26:10Speaker 01

  Yeah, 10% lift or so. And from averaging 160, our best month before this was 290,000. And now we're about at 500,000. I never thought it'd be possible with the same team doing the same things we're currently doing. Honestly, Alex, thank you. Thank you so much. I, I have a lot of gratitude for your team, for you, for what everyone has been doing. Just the advice you've been able to give when it comes to fixing limiting beliefs. I think that's been the biggest thing. Unlocking belief conviction in myself, in my team, in my dad, in our doctors, has been the biggest unlock of what's possible, why not?

• 26:54Speaker 01

  Why can't we is the question. How fast can we do it? We'll keep it going.

• 27:01Speaker 02

  Yeah, nothing to add there. I mean, it was all him. And so, you know, the kudos should go to him because a lot of people, you know, watch YouTube videos. They, they read my books, but they don't do anything about it.

• 27:12Alex Hormozi?

  All right. And so that was this episode of Scale or Fail. Stay tuned for the next one.