“Geez, you guys are expensive!”
If you have patients pushing back on your pricing, there’s a good chance it’s because they’re drawing the wrong comparison.
In this short video, I explain how the Apples & Oranges Framework can set your practice apart, which lets you more easily charge premium prices for your procedures.
If you want to know how to do this for your practice, book a strategy session and let’s talk it out.
What is up guys? It’s your boy, Troy, I want to talk to you real quick today about pricing and the pricing of your treatments. So one of the things that a lot of practices run into is that you have frustrated not being able to charge premium prices for their treatments. Maybe you’re in a market where you have other other providers who are doing massive discounting, or they’re doing some bait and switch, start at $199 type of pricing. And you’ve got all this noise out in the marketplace, and it’s really just polluting the message that your prospects are receiving, and it’s commoditizing your industry. And it keeps you from being able to charge the premium prices that you want to charge for your treatments, that, you know, you are worth for your treatments because of the amazing results that you get for your patients.
So I want to talk to you today about why that’s happening and really what you can do to create a scenario where you are able to charge the prices that you want and that you know, that you deserve. So you’ve heard the term comparing apples and oranges, right? And that’s what we’re going to talk about today. If somebody tries to compare two items that really aren’t comparable, someone will say, well, you know what? You’re just trying to compare apples and oranges, right? And, and so that’s the actual scenario that, that you want to create in your marketplace with your prospects. And the problem is that your prospects are out there. They need your services and they see what you do, and they see what your competitors out there are doing. And they’re saying, well, you know what? This is, this is like an apples to apples, kind of a comparison, right?
I mean, you’re doing LASIK, they’re doing LASIK, or you’re offering a cosmetic treatment, they’re doing a cosmetic treatment, whatever it is. And they say, well, look, I mean, they’re kind of the same thing, right? So I’m just going to compare these two things and I’m going to compare the prices and we’re going to see who’s got the best, really the best deal for me. And so what’d you want to do is you want to create a, a positioning for your practice where it’s no longer apples to apples, right. It’s apples to oranges. Or as I like to say, sometimes it’s, it’s a new car versus a new TV. Would you ever compare the price of a new car to the price of a new TV? Well, no, you wouldn’t because those things are not comparable items, right? They serve two different purposes. They provide different results.
They aren’t even in the same category. Right. So it would make no sense to compare the price of a new car, to the price of a new TV. Alright. And so would you want to do, is you want to compete, you want to set yourself up so that you are not being compared to other practices. And the way to do that is very simple, really is through a process called the Unique Patient Process. Alright, your unique patient process or UPP, you’ve heard of a USP before. This is your unique patient process. And this is the specific process that you take your patients through, that is designed to get them the results that they want. Once you have your unique patient process in place and you have that defined and you have that spelled out, that is the core of the differentiation between you and what other practices as in town are also doing alright, as part of our workshop that we take our clients through, we actually go through and help them develop this unique patient process.
We redefine it, we name it, we put teeth to it. And then we take it and we help you integrate it through your phone team and through your internal counselor team. So that this is what you’re walking patients through when they come in for when they call and when they come in for that, their consultation to book them into surgery. So if this is interesting to you, if you are tired of feeling like you have to compete on price or feeling like you can’t charge well, your worth, and you’re tired of struggling to try to figure it out yourself, and you want to, to make a change, you want to go ahead and take your practice to the next level. Shoot me a message or comment below this video. And let’s jump on the horn and see what we can do.
See what it’s going to take to get your practice, to help you realize the vision and the goals that you have for your practice and the position of your practice in the marketplace. Alright, shoot me a message. Comment below. Let’s get this thing figured out, because if you’re the best in your market, if you provide the amazing treatments for your patients, then you’re the one that all your prospects should become entail. And the reason they’re not is not because of your care. It’s not because you’re not great. It’s because they’re making wrong comparison and we need to help them fix that. Hope you have a great day and I will talk to you soon.