In order to have a successful aesthetic practice, you need to have recognized training and credentialing and effective advertising to attract people to your business.
This includes spending those marketing dollars effectively and having a team of staff that are well informed.
When your front-line receptionist books a consultation, the next critical step is to ensure that aesthetic consultation is of the highest quality.
Only then will you gain your patient’s trust, and allow them to move forward with the treatment and pay you money.
A thorough, quality consultation is an integral part of the entire process of the procedure.
Essentially, the quality of your services will be judged during this aesthetic consultation, and if it is performed poorly, people won’t expect great service or results.
You can view the consultation as a portion of the treatment that differentiates you from other medical spas in terms of credibility, quality and expertise.
It can also be the difference between profit and failure
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Measuring the variables around the success of your consultations can help you evaluate their strengths and weaknesses.
A good tip is to hold regular meetings with those who are doing the consults.
You can review their performance and ensure that any shortcomings are addressed.
Training is just as important, by making sure the right person with the right skills is performing these consults.
Essentially, an aesthetic consultation is akin to a sales process, and your consultant should have strong sales skills.
To be a good consultant, you must become well-educated in many basic anatomical and aesthetic subjects.
You must have a working knowledge of the anatomy of the skin and any relevant cosmetic skin diseases.
You should also be up to date on current aesthetic treatments & technologies.
You should include light and laser based treatments, injectables such as Botox® & cosmetic fillers, fat & cellulite treatments, and fractional skin resurfacing among other treatments.
It’s important to remember that many prospective patients have done advance research about their treatment.
So even if your clinic does not perform all of these treatments, you need to show your patient that you are the most knowledgeable in the field.
A lack of knowledge will really hurt the consultation.
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As they say, “do not judge a book by its cover”.
A patient should never be pre-judged.
They may come in wanting one thing, but their body language projects that they need another.
The key to being an effective consultant is to not impose or force your systems or values onto the patient.
Use effective skills and sales techniques to give the patient what he or she wants, instead of what you want.
It’s no secret that those people who are getting aesthetic treatments are aware of the cost involved, and they are willing to pay it.
By performing an effective consultation, you should be able to sell the patient a package of treatments, to generate extra sales.
This ability to add-on is directly related to the amount of quality time you spend with them.
For example, if you are doing a facial consultation, you want to spend at least one hour with the patient.
This is the next critical step in the consultation process. It is an effective way to get the patient to open up about any skin issues and problems that they have.
Ensure that you have the right tools on hand to assist you in this portion of the consultation, such as a lighted mirror and a magnifier.
While conducting the analysis, use active listening to learn what the patient’s concerns are – essentially, allow the patient to lead the consultation and focus on their expressed issues.
This will help you determine the patient’s concerns and to prioritize the treatments.
A solid methodology gives you the best opportunity to consult success.
For example, have literature ready for the patient to take home regarding the treatments available.
PowerPoint presentations are always a useful visual aid, especially to show appropriate before and after photographs of the treatments.
Having systems increases legitimacy, reduces error and allows the patient to see the consultant’s strengths and expertise.
This is the final and most important part of all, and if you have a solid aesthetic consultation in place, this should be no problem!
A timeline incentive that motivates the patient is essential here.
Basically, if you aren’t able to close the sale and gain commitment from the patient during the consultation, chances are that you won’t be able to close it later.
At times, it may be appropriate to offer an incentive of a free treatment or product if the patient closes the sale and deposits on the treatment during the actual consultation.
Putting a fair amount of pressure on the patient without using the hard sell is important here.
Another important approach is to give the patient a choice between commitments.
For example, offer the patient to pay for everything upfront and gain a bonus treatment for free, or offer them to pay for the treatment in installments.
The ability to give them a choice makes them feel more in control of the process.
To summarize, medical aesthetic consultations require expertise, energy and conviction.
Your consultants must be strong, effective and competent salespeople, and the entire consultation procedure requires a systemized approach to ensure consistency and effectiveness.
With all these criteria in place, you’re giving your aesthetic practice the best opportunity for success.
People use search engines to look up everything, whether it is a product they want or a service they require.
A clinic’s potential patients are also Google and Bing Users and to get the attention of these users you need SEO marketing.
SEO helps generate traffic and offers a high rate of conversion because the people who open your website by looking up SEO keywords are those who actually need your services.
A practice can significantly benefit from using keywords targeted at the local audience and attract more patients to their clinic.
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