I recently spoke at AACS in San Diego about using influence to convert more consultations.
This is more important than ever to understand and use in today’s competitive world, since the cosmetic patient has so much choice.
By the way, this has nothing to do with manipulation or coercing someone to do something against their will.
Your prospective patients have a problem they are looking for a solution to, so they called and set up the consultation with you, hoping you can help them.
If you believe you can give them what they want, then you should do all you can to convert them, so they don’t go elsewhere for a lesser result.
Secret to Converting More Consults
The cosmetic patient triad makes all the difference. When you address all three, the logical, emotional and personal aspects of a cosmetic patient’s wants and needs, you win them over:
Logical – Your skill, expertise, accolades, reviews
Emotional – Patient’s wants, hopes, fears, uncertainty, doubt
Personal – Show their own expected results via computer imaging
You can also incorporate these 5 psychological triggers to help patients choose you:
1. The Halo Effect
First impressions are everything. Create a memorable impression with your branding. That includes a well-designed website with well written content, including a strong message.
That also includes your social media. It must represent you as you want to be perceived and keep it consistent with your website branding.
When done right, new patients feel as if they know you when they finally do meet you, because you have positioned yourself as the best choice…for them.
2. Law of Reciprocity
When someone gives us a gift or something of value, we humans have an urge to return the favor.
So, you can incorporate that into your consultations by offering your visiting patient a gift (branded pen & notepad) they can use to take notes while meeting with you.
And, you can also offer prospective patients the gift of your undivided attention and listening skills. The more a patient feels you listened to understand them, the more open they will be to listening to your recommendations.
3. Law of Scarcity
The fear of missing out (FOMO) is a real thing. We humans hate to lose time, money and opportunities that may not come our way again.
So here’s an idea….Display a gorgeous post-op gift bag in your consultation room and include signage that says, “Gifts with Surgery While Supplies Last”.
Now the prospective patient has a reason to act right away, rather than wait and lose out on the free gift sitting right in front of them.
4. Law of Urgency
Procrastination is the enemy of a cosmetic patient finally pulling the trigger. Since nobody actually “needs” cosmetic rejuvenation, patients vacillate.
They have typically been thinking about this for years, so it’s just plain easier for them to continue to think about it than it is to actually do something about their appearance that bothers them.
And, even when they take a big step to actually call and visit you, they can easily go back into confused mode and put off making this big decision.
It’s your job to help steer them off the fence, so they can finally decide to do something and get the relief they are looking for.
Give them a reason to quit procrastinating and decide. For example, your coordinator can add urgency with a simple question like this:
“Karen, just so you know, Dr. Smith is booked out for the next 3 months; however, if you wanted in sooner, I do have one spot left on Day/Date, does that work for you or would you prefer to wait?”
Using the word “wait” is strategic since most patients don’t want to wait so they are more likely to take that one date left now, rather than wait for months.
5. The Law of Risk Reversal
Fear is a huge barrier to someone who is deciding to have cosmetic surgery. They have doubt they will get a good result and be happy with their new look. Or, worse, they dread feeling the regret if things don’t go well, so they stay stuck in indecision.
Offer the patient peace of mind with a “We want you happy” guarantee that your coordinator presents at the consultation.
Professionally design a certificate with the rules outlined such as you will make a revision free of charge in your office if needed. Just think about what you do now to make things right when thing go wrong and offer that now upfront.
When you take the risk away, patients will say yes more often because you are handling their emotional fears and catering to their human behavior needs.
You probably do this anyway for an unhappy patient, so now you build it in to convert more consultations. I guarantee for the one patient who takes advantage of your guarantee, you will get 30 more patients because of it.
Incorporating some or all of these influence strategies will help your patients get to a yes more easily.
I guarantee it 😉