“Well… I feel like $8k for eye surgery is a big expense.”
A client’s surgery scheduler shared this during a coaching call re: her conversions. She was having challenges booking surgeries, and now I knew why.
She was going into the consult thinking about “how much money” she was asking them to spend. She viewed the vision correction as a major expense, a cost, a negative. And she had been projecting that onto her prospects.
It’s a common mental block that rears its ugly head and ruins a critical step of the Patient Journey – Asking for the Business.
If your team feels like you’re overpriced, or that you aren’t delivering the value, or that you’re asking for a lot of money in general… will they have the confidence to overcome objections and book surgeries? No.
So how do you help your team overcome this? Your sales people need “money perspective.”
Heard a great example of this during a recent training I went through.
The trainer asked about people’s high ticket offers. Someone said “We sell a high ticket service for $9k.”
And he replied – “That’s not high ticket. You know what $9,000 is? It’s an old, beat-up Toyota Corolla.”
The trainer contrasted the person’s offer – and all the benefits their prospects would receive – against spending the same amount money on a mediocre used car.
I’m not saying you would use that example with patients. But the point is that we often need to reframe how we think about these investments ourselves.
Even your highest priced procedures aren’t expensive. Either compared to the total amount of money and what it could buy elsewhere (some used car). Or more importantly, compared to the results your prospects will achieve by investing in themselves.
Think about it – for $100 – $200 a month, you’re changing every waking moment of a person’s existence. That’s huge.
But forget about months, let’s break this down more… 👇
If you really want to get granular (and sometimes that’s useful), weigh the investment in terms of cost-per-hour.
Someone spends $8000 on laser vision correction, an investment they use 18 hours a day for 10 years (being conservative here).
**That works out to 12 cents an hour. **
Compare that to the cocktail dress your patient bought for $500 and wore to one party for 4 hours = $125 an hour.
The dress is literally 1000x more expensive your procedure… when you compare the costs appropriately.
(This gets into how most people don’t have any idea how to think or compare or make hard decisions, which is whole other essay altogether…)
And if you’re a cosmetic dentist, plastic surgeon or even bariatric practice, you can make similar comparisons.
We spend SO much money ALL the time on things that don’t deliver a fraction of the value, benefit, joy and utility of the procedures you offer.
You team needs new “money perspective” so they can get out of their own heads, their own opinions, their own priorities and understand the incredible value they’re delivering to your patients.
Once they grasp this, it creates massive confidence to Ask for the Business.
Similar situation when we enroll clients on our bootcamps.
Practices will go out and spend millions of dollars building out offices or ASCs. They’ll drop multi-six figures on a new laser or pieces of diagnostic equipment. These investments are important for your practice, and I’m all for it.
And our team coaching programs are a fraction of those investments. Yet I can make the argument that our world-class sales and communication bootcamps are essential if you actually want to fill the surgery center, get people under that laser.
And practices inherently know this when they come to us, otherwise we wouldn’t even be speaking in the first place.
Our prospects know their teams need our coaching. Your prospects know they need your procedures.
But it takes a high level of confidence and conviction – a new “Money Perspective” – to communicate the massive value and benefits.
Key takeaway – The life-changing investment in your procedures is minimal at best. Your patients give the equivalent of a used Nissan Versa, and they get the entire world in return.
Sounds like a darn good trade to me. Make sure your team understands this too.
Troy “Money Perspective” Cole