By Terri Ross, APX Platform

"That's out of my budget. I can't afford that."

How many times have you heard a patient bring up this objection during a consultation? If you are like most aesthetic providers, the answer is probably multiple times a day. Pricing that is out of a patient's budget is one of the top five most common objections.

So how do you handle this objection? Do you offer a discount? Do you offer alternative treatments, services or procedures that cost less, perhaps won't yield the same results or even yield the best return on investment, and might not yield great results?

When objections arise, it is more about what you did not say versus what you did say.

Objections are opportunities. They indicate that you have either not shown the patient enough value, you didn't uncover the real emotional need beneath the surface, or perhaps you did not offer a solution, such as outside financing options.

Here is a scenario and a sample script.

Scenario: Say a patient comes to you wanting a tummy tuck (in a plastic surgery practice) or body contouring (in a medical spa). If you understand the LAER communication model—listen, acknowledge, explore, respond—you are probably good at asking a series of questions. By doing this, the client's answers are giving you critical details regarding their emotional state, how long they have been looking, their commitment level, their budget and what they are looking for in an aesthetic practice.

You educate the patient on the treatment plan you recommend, they ask the price, and then they say they can't afford it.

Sample Script: "Well, Jane, I completely understand this is an "investment," but what I heard you saying is that you are feeling old, and your stomach has loose skin after having a baby, so you don't feel great in your bathing suit. I completely understand how that would make you feel. Based on what you said, the treatment plan I'e discussed with you is what you need to improve your laxity and get you feeling more confident.

"If moving forward with this treatment plan will make you feel more confident and more like your old self and pre-baby body, how much would that mean to you? I understand it is an investment but let me share with you a couple of financing options. What type of budget did you have in mind? We work with two different companies that offer 0% interest for 24 months and a payment that could be as low as $150 a month that can get you the results you want. Is this something you could afford?"

Do you see how proactively introducing and offering financing to your patients during the consultation can result in more conversions? It makes so much more sense than trying to devalue your hard work, skill and time by lowering the price of your services or losing the potential patient all together.

The Benefits of Outside Financing Options

Offering financing options can help you:

• Enhance your unique value proposition (UVP), which every team member should be able to communicate effectively;
  
• Boost your consultation conversion rates and increase long-term retention rates;
  
• Drive more traffic to your practice;
  
• Attract more millennials, as more than 50% of millennials don't have or want a credit card and prefer payment plans (according to a recent article by mybanktracker.com);
  
• Get paid in full up front and increase your cash flow; and
  
• Reduce the risk of accumulating uncollectible accounts receivables from patients who do not repay their loans.
  

Types of Financing

There are many financing companies to choose from with a variety of options for payment plans that range from 12 months to 60 months, various lines of credit of up to $5,000 with no down payments, and some options that do not require a hard credit check. Some companies even have an app that requires no paperwork and gives instant approval, so you can get the procedure/service booked before the patient leaves the office. It is always a good idea to compare the features each company offers to see which one fits best with your practice.

How to Use Patient Financing Options in Your Marketing

• Prominently feature that you offer financing options on your website. Place a button prominently in multiple places where users can click to either apply or get pre-approval before they come in for their consultation. Many companies provide a custom link for you.
  
• Make sure your entire team, especially your front desk team and providers who are conducting consultations, can articulate that you offer financing options. Encourage patients to apply before they come and get approval so they can schedule their procedure or service immediately.
  
• Spread the word in all your ads (if you run them), social media posts and/or patient newsletters that you offer financing options.
  
• Have a tablet in your waiting area so patients can apply for approval while they wait to be seen if they have not done so beforehand.
  

To see how APX Platform can help increase profitability and efficiency in your practice, you can learn more by booking a demo here.

AmSpa Members receive 5% off the APX platform and 10% off one-on-one consulting. Click here to learn more and join AmSpa today!

Founded in 2021 by renowned practice consultant Terri Ross, APX (Aesthetic Practice Accelerator) is a business intelligence and employee training platform that transforms an aesthetic practice into a data-driven business. APX combines five powerful modules into one easy-to-use cloud solution that optimizes employee productivity via on-demand sales, finance and operations training courses; translates EMR/practice management data into actionable KPIs via financial calculator templates and industry benchmarking; and provides ongoing business coaching and mentorship via live coaching sessions with Terri Ross and her team.