You, like everyone else, most likely do not want to hear objections, especially not from patients when it comes to your treatment recommendations. However, once you understand what objections are and have strategies in place, you will feel confident and empowered.
Here’s a secret...objections are actually clues. It is a patient’s inadvertent way of letting you know whether you are moving towards their yes or away from it.
If they didn’t have any objections, then most likely, they are not even actually considering what you are offering them. Their objections are actually guiding you, so embrace them.
Welcome objections and prepare your responses now while you are relaxed, rather than in the heat of the moment when the patient is sitting in front of you and emotions are high.
The first thing to do when an objection comes up – STAY CALM. Then consider these strategies to help you overcome objections to get to a decision:
This may seem counterintuitive, but always, always, always agree with the patient and let them know they are right, and you understand. No matter what they say. If you agree with someone, it immediately dissolves their resistance. Now that they know you heard them, they will be more receptive to a different point of view.
Prepare Proof to Dispel Objections
Thanks to the sheer volume of contradictory information online, your patients may have some wacky thinking going on that needs to be addressed. Rather than telling them, they are wrong, use educational tools such as skin analysis, as well as your other patients, to help you counter objections by:
• Creating a list of common objections you hear often
• Collecting patient videos and written testimonials addressing the same objections
• Having your prospective patients watch the videos or read anecdotal stories from the patients who had the same concern they did; what they did and the outcome
Share Your Own Story
It is so much more powerful when you can relay your own story and experience with a patient who wants something done that you have had done. It is also a huge shortcut to handling objections when you become the patient’s aesthetic advisor because they can see with their own eyes your success story, and they want the same.
Did you know a majority of cosmetic patients love to procrastinate and hate making big decisions? Most likely, they have been thinking about this for years and are looking to you for guidance and a little prodding to help them make a decision, so feel them out by asking more questions.
However, you must ask and then listen to their answers. Silent pauses are needed here. If you give the prospective patient the space and time to think at that moment, maybe they won’t need to go home and think about it.
Price vs. Value
Price will most often be the main sticking point as an objection so prepare for it by remembering this:
Nobody buys the price. They buy a solution to their problem. They are doing a cost-benefit analysis in their head to determine if what you charge is worth the time, money, and hassle to get the result they want.
Your job is to help them make sense of the price because you offer so much value, such as results, 5-star service, and a quality patient experience.
The point is there is always more to consider than just price, so if you make a big deal out of the extra value you provide, it will help put your pricing in perspective.
Use an Objection Cheat Sheet
Since 80% of the objections you hear will be the same, prepare your responses now to eliminate “winging it” in front of the patient. I have included a cheat sheet for you here. If you are prepared ahead of time to answer objections and move on to the decision, objections are nothing to fear.
About the Author
Ms. Maley has been an author, speaker, consultant and trainer for the cosmetic industry since 2000. Her mission is to help cosmetic practices attract and convert more cosmetic patients via creative marketing strategies and training staff to be conversion rock stars. Get free resources at www.CatherineMaley.com.