Discussing the price of your services can be a scary topic. Yet, allowing patients to understand costs is also an important part of patient treatment. Part of this fear is normal for new injectors who have finally attracted clients and do not want to drive them away before the chance of showing their work. Luckily, there are many ways to ensure you are building a clientele that isn’t shying away from the cost of your services.
Invite your potential customers for a consultation
Oftentimes, people ask for your pricing through your advertisement channels. Whether you have attracted your interested clients on social media, collaborations, it is important to understand that they may still have a limited understanding of your services. It is this loophole that allows you to create a starting point for the pricing conversation.
It is most likely that people aren’t overly concerned with your pricing. Potential customers reaching out are often looking to make a purchasing decision. In fact, many potential customers like your services but are not yet convinced if it is worth the money. As they are heavily weighing out their own budget, it is easy to first help the customer understand the value of their potential treatment. Let them know of a range/approximate price but mention that it changes depending on their needs and desired results.
This will allow your customer to figure out their budget while being reassured of the price range. Most importantly, it provides you with the most important ground: A chance to invite them for a consultation.
Brittney Güney, RN explains “I always say the best way is for you to come in for a complimentary consultation. You see something online, but your anatomy is different, you might not be a candidate for what this patient got, so I always try to tell them if there's a number that I can have my assistant reach out to you to book a complimentary consultation.”
To entice them into booking, make the consultation free and follow up with them in the days leading to the appointment.
Educate your potential customers on your services
Once you have booked potential customers for a free consultation, it is time to shine. At this stage, customers are heavily weighing the cost and benefits of buying. At the consultation, talk about the treatment. Potential customers may have a wide range of issues they may want to treat. Crystal Coatney, PA-C advises “I like to let them know everything that can be done to improve on what bothers them, and that they don’t have to feel pressured to do everything all at once. They can start with one or two areas, and they can budget for the rest.”
This reassures your customer and allows you to establish a plan that is tailored to the client’s goals. Once that is established, explain the process of the treatment. To start off the conversation, Nicole Brustkern, DNP explains “I want people to understand what they're paying for. I want to make sure they understand that we're in a partnership rather than they don't really understand why you told them to do that, and it was just expensive.”
Explain the products, show them previous results, and most importantly, describe how the treatment will solve the problem they are experiencing. However, make sure to use language that is easy for the patient to understand and institute the feeling that they are involved in their treatment process. Nicole expounds “Instead of saying like facial muscles, I say that muscles are like rubber bands, and when we put Botox in them, we're relaxing that rubber band.”
A consultation with such relatable conversation allows the patient to truly understand what they would be signing up for, and form trust.
Set the price as specific for them
Once you have talked about their issues, a treatment plan, your amazing history of results, provide them with a close estimate of the price and explain the reason for the price. This can be how many syringes will be needed, products, and customer care. Make sure you’re highlighting the value of the treatment you’re giving them: it's not just the product, it’s the whole experience. Market your treatment as something they can’t get at another place because of what you bring to the table.
Brittney Güney, RN explains “I always tell people too, you're getting a different experience for the value that you're paying for.”
To stand out even more, make sure to talk about any discounts or promotions that are going on or payment installment plans. However, some people will walk. Despite a great consultation, your pricing may still push potential clients away. In this case, do not feel discouraged. Becoming an aesthetician requires highly technical training, years of experience and education. In addition to the effort it takes in starting your services, it is important to know that your price is your value. Some may see it, and others may not. As Patrick Blake, MD asserts “I would say one thing is definitely not to apologize for the price.”
All in all, while a good price is important for customers, it is a presentation of what you have to offer that will get them to commit and pay for your services. Just focus on advertising your value.