As much as you would love to book 100% of the prospects who come to your office for a consultation, common roadblocks keep this from happening.
One of the most frequent objections – “This all sounds great, but I need to talk to my spouse.”
Let’s assume Sally came in for her consult, and she dropped this line on you.
You’ve already tried your normal closing scripts:
▪ “What do you think your spouse will say?”
▪ “Would you like me to step out so you can make that call right now?”
▪ “Of course, I would do the same thing. What if we go ahead and schedule your surgery for the time we discussed, and if you talk to your spouse and need to change it, we can certainly make that happen.”
Yes, you’ve gone through your Closing Script Toolbox, but it’s not happening today. Sally is leaving your office without scheduling.
So now what?
Before I get into the solution, let’s take a second to look at how humans make purchases in general.
People buy based on emotion, then justify their decisions with logic.
We all do this all the time. Yes, even you and me. We sell ourselves on why we “need” things, and we use logical reasoning to do it.
I “need” that new truck.
My old one is no longer in warranty, it’s probably going to need some work soon anyway. (never mind that it hasn’t had any issues yet.)
The newer model actually gets even better gas mileage than my current model, which would certainly save some money (never mind that my current vehicle is paid for vs. the exorbitant loan payment I’m about to assume)….
and isn’t that better for the environment? (never mind that we’re still talking about a gas-guzzling pickup truck here).
Plus this newer model has much more leg room in the back, which will be a great experience for other adults who ride with me. (never mind that aside from my annual dove hunting trip to Abilene, TX, the only people riding in the back seat of my truck are relegated to 5-point toddler seats with sippy cup holders).
And so I, being the altruistic, environmentally conscious, investment-minded, courteous man that I am, buy a new truck…. basically for the good of mankind.
Yes, this anecdote is hyperbolic, but not by much.
We sell ourselves on our own decisions. And not only that, we also have to sell our decisions (especially high-ticket, elective decisions) to those close to us.
In this case, Sally needs buy-in from her husband, Joe.
But unlike Sally, Joe didn’t have the benefit of seeing your beautiful office, going through the consultation process, meeting with the doctor, and getting excited about the results that you can provide. All Joe sees is the price tag, and that’s a problem for you.
Fighting this uphill battle, how can you help Sally successfully sell her decision to her husband?
Give her ammo.
You probably give your prospects some kind of paperwork, a brochure, maybe some literature on the treatment or procedure they are considering. Your takeaway packet.
Shift your thinking – Your takeaway packet is now Sally’s Logical Decision Sales Kit. This is the ammo that your prospect can use to sell those around her.
Sally should be able to easily share this literature, with the goal of Joe saying, “Hmm, yeah, this seems like a really good idea.”
What specifically goes into Sally’s Logical Decision Kit? Here are some ideas, using LASIK as the example procedure:
- Cost comparison chart – Vision correction can often result in costs savings over the long-run, vs continued dependence on glasses or contacts. Include a chart that clearly breaks down estimated cost savings.
- Research articles on safety – Contacts continue to be proven risky based on studies from multiple groups, including the CDC. Print these articles and place them in the patient folder.
- Surgical Experience – Include a printed sheet of the surgeon’s bio and CV, including a list of published articles. The boring stuff that most people gloss over? It goes here.
- Technology – People aren’t coming in the door because you have the best laser, despite what they tell you. BUT people will use your technology as a justification for choosing you. So include information about the specific technology/laser you will use to correct their vision, and why it’s the superior choice.
You can probably think of half a dozen more logical appeals you can place in your packet. Just make sure Sally knows what it is and why it’s important.
The key is to give Sally so much useful information to share, husband Joe can’t help but get on board.
Arm Sally and all your prospects with their Logical Decision Sales Kits when they leave your office, so they can effectively sell their spouse, their friends and even themselves on why you are the Obvious Choice.