Got an email from Zeiss Queen Carol-Anne this morning re: MedSpas.
She and I had a great convo earlier this week about conversions, and she followed up this interesting screenshot from an article on MedSpa business growth.
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The interesting part is that we tend to blame the economy for current refractive volume, while MedSpas are crediting the economy as one of the reasons for ongoing impressive growth.
Below is my unedited email that I sent back to her. After writing it, I realized you would get value from it too.
Enjoy your weekend!
T
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MedSpa is interesting because there’s always some new injectable / treatment (so there’s constant fanfare around it), lots of opportunities for cross-sells, it’s a recurring business model by nature, and you can have the services at lower price points. Not saying we in refractive can’t learn from any of these elements, but there are differences.
Big difference isn’t in the data, it’s in the approach. MedSpas aren’t getting leads and saying “Hey, well if you think you might wanna come in and get those wrinkles taken care of, just let us know!” But you see that a lot on the LASIK side. Needy girlfriend/boyfriend style. Shy, hopeful, PICK ME.
So gross.
No, the good medspas are like “Hey, got your request to get BOTOX, let’s get you in here and take care of that. Can you be here at 3p today?” And it’s MOVING. FORWARD. MOMENTUM. ASSUMPTION that they want to fix whatever they reached out to you for.
That approach the big differentiator. Forget the economy. When the economy’s good, you can still suck. When it’s bad, you can still rock.
What even is “The Economy” anyway? You can’t picture it. You can’t wrap your mind around it. “The Economy” is not something humans encounter on a daily basis. It’s a boogeyman, it’s not real, and it doesn’t matter.
You can picture a $9 carton of eggs. You can picture a $100 tank of gas. And those are real. And are they affecting buying decisions? Probably.
But to be clear, I’m not speaking about The Economy in generalities. I’m talking specifically about patient interactions, and how The Economy comes into play.
Does it serve us to think “The economy is bad, so this person probably isn’t gonna book.”? Not at all. And in fact, we’re self-sabotaging when that’s our mindset. If a thought doesn’t serve you, then scrap it. Pick a different mindset.
70% of the coaching we do in our Green Room community – our lessons, our Mindset Mondays, our scripting, our role play calls, our Jam Session coaching calls, etc – is centered around building a rock-solid mindset that’s unaffected by the economy, a patient’s personality style, objections or comparisons to other practices.
Yes, it’s important to know the tactics, and we certainly teach those. But most importantly it’s the mindset and approach.
Think about it – EVERY LEAD our practices talk to has reached out to them in some way. We aren’t COLD CALLING. And on top of that, the product is FANTASTIC. And our clients are best-in-class providers.
So when team members start to understand that… and they think “OF COURSE you want to solve your problem, OF COURSE you want to solve it now, and OF COURSE you came to the right place to get that taken care of…and it’s my job to help you figure out creative ways to fit it into your schedule and budget and make it happen.” THIS is the game changer.
The fun part for us is that we get to lead them into that. We see the light bulbs go on. And we’ve helped anxious, shy schedulers turn into confident, patient-booking rockstars once this approach is installed into their mental firmware.
“Approach” is the biggest opportunity for any practice that wants to improve their conversions. It’s just like the approach of a big league hitter in a baseball game. The battle is 90% won or lost in your head before you ever step up to the plate.
I’d apologize for the long email, but I’m not sorry. It’s too important. I gonna start sharing more about this. Thanks for stoking the fire! 🔥
T