Make It Impossible for Patients to Say No
Make it impossible for patients to say no to you by using Nordstrom’s risk reversal strategy. If you buy anything at Nordstrom, you know that if anything goes wrong with it or you are unhappy in any way, they will take it back…no questions asked.
In fact, Nordstrom’s guarantee is what built their iconic business. The confidence of knowing that they will take back anything is what sets your mind at ease buying from Nordstrom. And, they are definitely not the cheapest place in town and they are not offering discounts at every turn.
What consumers really want is to make a smart buying decision. We all have “stuff” we bought and wished we hadn’t or we felt pressured into and now we’re stuck with it and live with regret. That makes consumers wary of doing it again and wasting money.
This fear is huge in cosmetic rejuvenation. It’s a much bigger deal when your body is at stake so cosmetic prospective patients are afraid to make a decision. They’re scared they will not get what they want and then regret it. So they’re on the fence for years deciding if they should or shouldn’t move forward with plastic surgery and then once they decide they should, now they have to decide “who” to choose to perform the procedure.
So knowing that about consumers, it would behoove you to figure out how to calm their fears so they choose you. The more you remove the risk (called risk reversal), the more consultations you will convert because you are lowering the hurdle of entry (which is fear) for the cosmetic patient.
There is an interesting psychological factor with humans. They want you to be more at risk than they are. Cosmetic patients are scared ofmaking the wrong decision. And if you overcome that concern, you win over your competitors.