Ten Most Commonly Asked Questions About Closing a Consult

After the initial consult, how soon do you ask the patient to book the procedure?

Immediately! After sharing all of the consultative questions, do not be afraid to ask the patient for the business and a definitive time to schedule the procedure. Time is of the essence, because the patient has the liberty to seek a second, third, and even fourth opinion. It is your job to give the patient all of the facts in order to eliminate any questions. Once you let him or her out of your office, your chance of conversion diminishes by the day.

What questions should I ask if I do not get an immediate confirmation?

There are a few questions that allow the physician and patient care coordinator to better guide the patient in his or her decision regarding the procedure:

• How long have you been thinking about this procedure?

• How would it make you feel if you had the procedure?

• What’s really stopping you from making the decision?

How do you lead into the offer for patient financing?

Many patients may be ashamed or embarrassed to let you know at the time of the consult they can’t afford to pay for the procedure. Every consult should allow the patient to know the various forms of payment you accept. You may tell them that you accept cash, checks, and credit cards, and even offer 0% patient financing through third-party affiliates. This opens the door for the patient to take you up on your offer for free financing, making the procedure affordable.

Who should quote the prices for the procedures?

It is best if you have a patient care coordinator do this. Patients may feel shy and even intimidated about trying to negotiate with the physician. The patient care coordinator can always allow the patient to feel the physician would love to offer the patient a wonderful deal, and you both come out in a positive light. Money should never be a deterrent between the physician and the patient.

Should you discount the procedure price if you don’t close the sale right away?

You may only have a limited time to keep the patient’s attention. If you must discount, let the patient know that you are willing to offer a discount if he or she decides to book the procedure right now. Another option is to offer free skincare products for post-procedure care, or a free aesthetic procedure (such as a facial or microdermabrasion), which is usually a lot less out-of-pocket cost than actually discounting hard dollars.

Should you offer a discount for cash?

You may not be able to offer a high enough discount to make it worth it. A patient’s expectation of a discount is far greater than the cost to the practice if the patient used a credit card. When a patient offers cash for a discount, the mindset is that you are going to hide the cash and not deposit it in your bank. Don’t get the reputation that you will be avoiding taxes even though that is not the truth. Remember, perception in the patient’s mind is indeed a reality.

How much should you discount to book the procedure?

That all depends on the profit margin you have built into your pricing. Remember, it’s not revenue that matters; it’s net profit. You can’t pay your bills on straight revenue alone. An average discount of 10% to 15% may be acceptable. You must know the actual cost of any and all cosmetic or surgical procedures you perform (fixed and variable costs), which may include such things as the cost of supplies, operational overhead, labor, and insurance, for example.

When should you call the patient back if he or she does not book the procedure at the consult?

It is acceptable to call the patient within two or three days. This gives the patient the opportunity to review what he or she heard and think about it. Let the patient know you will be calling to answer any questions he or she may still have. This gives you the opportunity to reconnect with the patient and not be an unexpected interruption of his or her day. It’s more of a consultative approach to selling. When you call back, remember to let the patient know you are there to answer questions, then ask for the business. Don’t ever be afraid to ask for the business—it’s your lifeline!

How many times should I call the patient?

It is acceptable to call the patient up to three times, or until you are asked not to call again.

Is every patient a candidate for a procedure?

No! Know your audience and the different types of patients. Some patients will try to negate everything you say, some will negotiate you to a point of nonprofitability, some have body dysmorphic disorder, and others are just price shoppers trying to get Internet specials. Don’t get caught up with trying to close the deal with a patient you don’t want to be married to.