Hard Sell or Heart Sell?

When I am asked how to “sell” patients on surgery or how to “convert” them to the surgery schedule or how to “close the deal” the hair stands up on the back of my neck. All of these phrases connote some level of clever coercion or force that is distinctly unappealing.

I think “sold” patients often wind up as problem patients. Patients who feel like they got talked into surgery start exhibiting passive resistance, they change surgery dates or they cancel surgery at the last minute. Perhaps most importantly, and dangerously, they may find fault with even good results and complain needlessly post operatively.

Instead of a “hard sell” approach, our team believes that a “heart sell” is more appropriate, dignified, and, frankly, more effective.

What is a heart sell? Start with completely different questions:

What kind of “help” is the patient looking for?

How does your practice help them meet those needs?

Why do they want our help and services now? Look at some of the scenarios below:

“I just got divorced.”
Sympathize/empathize: “I can only imagine what you must have gone through….”

“My nose has always bothered me - now I have the money to do something about it.”
Celebrate the ability to make the change: “Isn’t that great? You must be very excited.”

“I have three beautiful kids and now I want my body back.”
Show a sincere personal interest. “Three children, aren’t you lucky! How old are your kids?” (Family first!)

“Well, I decided to do this now because I don’t feel as old as I am or as old as I look.”
Empathize: “I know EXACTLY how you feel!” Compliment if true: “Well for someone as fit and fashionable as you—I’m sure your appearance is very important to you.”

The typical practice has the emphasis in the wrong place - on Procedures - not the Person. Start with the PERSON. Have a clear idea about the motivations and feelings of the person who might become a patient. IBM founder Tom Watson had a suitable motto, “Take care of your customers and the money will come.” Fail to do this and the discussion becomes all about price. If the Person or Potential Patient sees you as the best listener, a practice that is truly interested in their goals, hopes and objectives, you will find yourself with a full surgery schedule and a waiting list for consultations.

If you are a transactional practice focused on efficiency, scheduling, quotes, and fees instead of a relationship practice focused on the person, you will find that you attract a different crowd of potential patients.

Symms, the discount retailer, has a saying that applies wonderfully to plastic surgeons:
“An Educated Consumer is Our Best Customer.”