The amazing Jean Moody at CareCredit invited me to speak to their Vision Thought Leadership Group of practice admins yesterday.
We had an insightful group discussion, then I gave a presentation titled “Out with the S-Word: How to book more high-ticket procedures without ever feeling like you’re ‘selling’ something”
As I was researching for my presentation, I came across a surprising data point – apparently the new iPhone 15 is selling better in the U.S. than the iPhone 14 was when they came out a year ago.
I just figured with “the economy the way it is” sales would be lower. I was wrong.
DESPITE the fact that consumer debt has hit record highs…
And EVEN THOUGH 2 out of 3 people cite food costs as a top inflation concern…
The new iPhone is selling like hotcakes.
It was a good reminder that prospects spend money on the items and experiences they deem valuable.
“Price is only an issue in the absence of value.”
👆 Write that down. Preach it to your team.
If you can build value in your services, and that value exceeds the price you charge – and you can fit it in their budget – people will happily pay.
(The budget part is where the financing options and multiple forms of payment come in)
You don’t have to compete on price. You SHOULD NOT compete on price.
IF you feel like you have to compete on price, something is wrong, and we should talk asap.
It’s not about the price. It’s about the value you provide relative to the price.
“Value-building” is one of those terms almost EVERYONE uses, but almost NO ONE explains.
Ah, build value. Fabulous tip. But how? When? Who? Out of what? In what sequence?
So your boy Troy would like to pull back the curtain and share a few gold nuggies around value-building over the next few emails. Cool? Cool.
Your “build value” nugget for today:
The value-building process is external and internal to the patient. Think of them like parallel paths. You build value in your processes / tech / surgeons at the practice (external to the patient) and you also build value in your relationship, rapport, trust and care (which the patient experiences internally).
It’s not ONLY your laser. It’s not ONLY how many cases you’ve done. YES, those external pieces are important.
There are feelings and emotions that go into the process as well. You gotta build value there too.
When your team knows how to build the value on both levels, your price/money will no longer be the big roadblock it seems to be with your patients.
Build Value. Get Money. Change Lives. 💪🏻