Earn trust three times, keep customers for years

Welcome to The Synergy Circle.

I'm Brendan Sheil, co-founder of Synergy Aesthetics. 

Years ago, a healthcare executive I knew once called the Midwest "white space." 

Ten states. Flyover country. A very difficult area to optimize investment compared to coastal markets.

At the time, there wasn’t an organization with real infrastructure to effectively serve the vast geography. Practice owners noticed, and they didn’t respond.

We now have over 20 people covering those same ten states. We’ve grown our portfolio with revenue exceeding $30 million, because we operated differently.

We built relationships, showed up month after month. 

That matters more than any sales-driven outreach. Trust compounds here, and when it’s earned the right way, it lasts.

Midwest practice owners told us directly what they were struggling with: "I hear from my rep every two or three months, and it's always at the end of a quarter when there's a promotion."

Their relationships were purely transactional. Product-focused. Quota-driven.

That approach doesn’t work in the Midwest because trust is built differently here. Practice owners want proof, not promises.

If you walk in their door once, they'll acknowledge you exist. Show up twice, and they might consider giving you an opportunity. Follow through the third and fourth time, and you've earned a customer who says, "Now you have to screw up for me not to use you."

They value consistency and reward reliability.

Manufacturers who labeled this region less impactful compared to coastal markets missed the real advantage. Once you earn that trust here, you keep it.

In regional markets like the Midwest, customers stay with providers they’ve built relationships with. Providers they trust.

They’re not switching injectors just for a minor promotion.

When you show up consistently for your patients – when they feel genuinely supported – they’ll return more often, spend more over time, and refer you to others.

To start building those relationships with your patients:

We’ve grown by delivering what regional practices value most: accessible, reliable support from people who understand their market realities. Practice owners who apply those same principles to patient care see retention rates that can take their business to new heights.

Show up consistently. Understand your patients’ challenges. Deliver on what you promise.

Those behaviors build relationships that last no matter the context.

“What's your favorite business philosophy?”

Missouri is the "show-me state." Don't tell me. Show me.

That philosophy guides every decision we make. Practice owners want demonstrated value, not claimed expertise. They want to see results before committing fully.

We built our entire company on that principle. We show up. We do what we commit to doing. We prove our value through consistent action rather than fluffy marketing statements.

When you operate that way, you compound trust. Customers become partners. Relationships deepen over years instead of resetting again and again.

Matt Zimmerman is joining the Synergy team as a Regional Director of Sales! He brings deep expertise in the aesthetics industry and in commercial leadership.

Expanding our team and our Midwest presence means we’re even better equipped to bring the product access, ongoing education, and support that can help your practice thrive. 

If you have any questions, reach out to your Synergy representative!

Sustainable practices require operational partners who understand your market context and show up consistently to support your growth.

Thanks for joining us for this edition of The Synergy Circle. We'll see you next time.

— Brendan + The Synergy Aesthetics Team