Objections in the Aesthetic Space and How To Overcome Them
Objections in the Aesthetic Space
Grab a pen and paper because this is going to go over high level tips to overcoming objections. And really objections come down to your ability to listen. The LAER model which is to listen, acknowledge, explore and respond is what I teach for overcoming objections.
When we think about your front desk staff and their ability to connect with the person and build a relationship with them over the phone, credential the practice and the providers, it is all about the ability to listen and truly understand the person that you are listening to
Where do you think objections come from? Why do you feel patients give you objections? It's because of what you did NOT say. It's what you did not ask.
When we go back to the LAER (listen, acknowledge, explore, and respond) model, we as human beings tend to quickly listen and respond back without truly acknowledging what was said. We are not exploring to identify what questions we can ask. And your ability to ask good questions will help you to overcome all objections.
Let's talk about the 7 most common objections in the aesthetic space
Price
Budget
Priority
I have to talk to my spouse
Downtown
Pain or Discomfort
A Lack of Connection
Think about every objection as a complaint: are you able to get beyond it? It is a smokescreen. You are the creator of every objection so the first thing you need to do is take full responsibility for every objection your patient has.
The objection is never really the real reason and there is always another way to get around it.
Price
“Dr. Smith down the street is less expensive.”
Absolutely [client name],
I acknowledge that there are many other providers that offer these same treatments, but what are you looking for when you choose an aesthetic practice? Is it price? Is it safety? Is it results?
I acknowledged her concern about price and told her she was right. That our clinic will be an investment, but I also said what is important to you? What are you looking for? When you ask me that question - you disarm me. Because you can say to that client,
I understand that we are an investment, but our commitment to you and based on what I heard you saying, it seems as if you are not simply looking for a good bargain, but you are also interested in receiving the best quality and results with your procedure.
Your ability to get the patient to speak on their emotional state of mind is what is going to get you to be able to overcome that price objection. And if they really are price shoppers, you can say to them:
I understand if price is only what you are looking for, perhaps we are not a good fit.
OR
Let's talk about what's most important to you or lets break down what's most important to you on this treatment plan and then we can discuss all of our financing options because at the end of the day, I want this to work for you and I know we can get you the results that you are looking for.
Budget
“That’s not what I was expecting to pay.”
Fantastic [client name]. Did you have a budget in mind?
What were you expecting to pay? Help me understand. What is within your budget so that you are no longer willing to stay feeling the way you do now about [insert problem they came in for]
“Can you match Dr. X’s Prices?”
While I understand how comparing prices might seem like an easy way to make a decision, there are several other factors that play into this.
May I ask you a few more questions? What did you like about Dr. X? Who will be performing the treatment? How many years of experience do they have? What do you look for when you are choosing a provider or a clinic?
“Do you offer discounts?”
[Client name] we don't offer discounts, our providers have over 8 years of experience and we’ve performed hundreds of these treatments.
“Wow, that costs way more than I anticipated.”
[Client name] I completely understand. That is often the first reaction from patients that come in when they hear the costs of various services, so you are definitely not alone. I'm curious, what were you anticipating to invest?
I'm curious how much do you spend on buying non-medical skin care products over the years hoping they achieve the results that you want?
Perhaps we can revisit some other options that might fit your budget. What are you able to spend right now?
I Need to Think About It
“I need to think about it OR I need to talk to my spouse.”
Fantastic. You know, I can understand that you want to think about it. Let me ask you, what is it you need to think about?
Or
Fantastic. What do you need to talk to him/her about?
Of course, this is a big decision to invest in and it makes perfect sense that you would want to buy in from your spouse or significant other. Im curious; do they know how important this treatment is to you?
Is there anything else holding you back?
Would you like to schedule a follow up consultations so they may come with you so they feel more comfortable?
Downtime
“Okay well I just can't take that much time off work.”
That being said, you know my recommendation for this treatment plan so that you can get the best outcome, and in order to do that I am going to suggest this treatment. SO what are you willing to do? Because based on what I hear you saying, I want you to no longer feel the way you've been feeling . So let's break this down and maybe we can do something for you on a Thursday, so that by early next week you are ready and able to go back to work.
Tell me a bit more about your specific concerns, do you have an event coming up? Let's go through some before and afters so you know what to expect.
Pain
I completely hear you and I totally understand your fear there. But let me discuss with you our pain management options such as topical numbing, oral meds, etc.
Set up the expectations that they can expect so they dont have to guess on their own
I can see you're still a bit worried about the potential pain. I understand how you would feel that way. How about I go over again with you what we provide as far as pain management and relief. We offer the following.... (list) while pain is subjective, I've personally had it and with 20 minutes of numbing it is usually very tolerable but we will do whatever is necessary to make sure you are comfortable.
No Connection with Provider
You have to mirror and match the client that comes in
Determine Objection and the Process Of Where It Comes Up: 5 Steps to Master Overcoming Objections
Own it. Take responsibility for the objections that come your way
Define the objection. Is it valid?
Identify where in the process that the objection took place. Did you ask a series of questions to best understand them?
Acknowledge every objection and validate their words
Prepare. Prepare. You have to be intentional with learning how to overcome these and learn to master your skill
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