Some of the biggest decisions an aesthetics practice owner will make won’t happen in the treatment room.
They’ll happen around conference tables, during team meetings, and sometimes even at the dinner table.
Questions like:
Should we hire another provider?
Should we add another service?
What would it take to sell the practice someday?
Decisions like these are easy to put off when the business is busy. But according to Brent Fardette, Corporate VP at Synergy Aesthetics, these are exactly the conversations practice owners should begin long before they become urgent.
With more than 30 years in field sales and sales leadership, and a wife who owns a med spa, Brent has spent years hearing how these decisions play out from both sides of the business. He has seen firsthand that practices that start these conversations early create more options for themselves later.
The Growth Playbook
The Conversations Every Practice Owner Should Have
Running a practice means juggling patient care, staffing, inventory, scheduling, marketing, and about a hundred other responsibilities.
When you're focused on what's right in front of you, it's easy to push bigger business decisions to another day.
Brent believes those conversations shouldn't wait. The sooner you begin asking the right questions, the more options you'll have later.
Questions like:
Where do I want this practice to be in three to five years?
Do I want to grow, remain independent, add another provider, or prepare for an eventual sale?
What's the biggest challenge I'm trying to solve right now?
Your Rep Should Know More Than What You Order
One question Brent often asks practice owners when he’s in the field:
“Where do you want to take your business?”
Many owners haven’t been asked that before, especially by the representatives they buy products from. And many haven’t asked their rep what support exists beyond products.
“If you have a representative coming in who not only sells products, but explains, ‘When you’re ready, I can connect you with our growth advisory team,’” Brent says, “that’s where the relationship starts to become more valuable.”
Not every aesthetics company is built that way. At Synergy, your sales representative is backed by a broader team with expertise in practice operations, finance, and growth. That means you have somewhere to turn when your questions extend beyond products.
Whether you're working to improve profitability, expand your practice, or plan years ahead, these conversations can connect you with resources you may not realize are available.
Maybe it's operational guidance. Maybe it's financial expertise. Or maybe it's simply a sounding board from someone who's seen hundreds of practices navigate similar challenges.
Set the Table Early
Don’t wait until you’re negotiating a large order to start talking about your business goals.
Make those conversations part of your regular rhythm.
At the beginning of each quarter, before promotions, pricing, and purchase orders dominate the discussion, spend a few minutes talking about where your practice is headed.
Share what’s working and what’s keeping you up at night.
Ask what your representative is seeing among other successful practices.
Those conversations build trust, and trust creates stronger partnerships.
A Better Question for Your Next Rep Visit
“Here’s where I think my practice is headed. What opportunities, or blind spots, do you think I should be paying attention to?”
That one question shifts the conversation beyond your next order. It gives your representative a clearer understanding of your goals and an opportunity to connect you with the people, expertise, and resources that can help you get there.
"It's about understanding what the practice is trying to accomplish and connecting them with resources that can help," says Brent.
“I’m thinking of eventually selling my practice. When should I start planning for it?”
Earlier than you think.
Preparing a practice for sale isn't something you do a few months before you want to sign the papers. There's often a "cleanup phase" that can take years—from strengthening your financials and organizing your books to improving operations and bringing in advisors who can help position the practice for a successful sale.
The earlier you start, the more options you'll have.
– Brent Fardette, Synergy VP of Strategic Sales
Resources, Support, and Upcoming Events
Growth starts with clear goals.
Whether you’re focused on increasing patient volume, improving retention, or growing retail sales, this article shares a practical framework for setting goals you can actually measure.
Upcoming Event: Merz Aesthetics Exchange® (MAX) Bootcamp Series – Radiesse
Join this virtual, expert-led series to learn more about advanced concepts in aesthetic medicine and level-up your toxin practice.
When: August 26, 2026 @ 8:00 - 9:30PM EDT
Before your next order, schedule your next conversation.
Take five minutes to share where you want your practice to be in a year, even three years, from now. Ask your representative what they’re seeing across other successful practices and what resources might help you get there.
The earlier those conversations begin, the more options you’ll have when it matters most.
Until next time, thanks for being here.
— The Synergy Aesthetics Team