Using Influence to Convert More Consults — with Catherine Maley, MBA (Ep. 233)

Beauty and the Biz

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Hello, and welcome to Beauty and the Biz where we talk about the business and marketing side of plastic surgery, and therefore, using influence to convert more consults.

I’m your host, Catherine Maley, author of "Your Aesthetic Practice – What your patients are saying", as well as consultant to plastic surgeons, to get them more patients and more profits.

Now, today’s episode is called “Using Influence to Convert More consults — with Catherine Maley, MBA ”.

Truly, you don’t “sell” anyone on plastic surgery. It's not possible to force consumers to choose you. You can only offer your services to consumers who want to look and feel better.

However, if you believe in yourself as a great surgeon, you have a duty in using influence to convert more consults. Do all you can to ethically help prospective patients make a good decision. That way, they get a good result and NOT regret going elsewhere for a cheaper price. Cheaper practices may give them “less than stellar” results. In turn, this makes them feel worse about themselves.

Look at it this way. Prospective patients are already interested in your services because:

Firstly, they searched online. Secondly, they found you. Thirdly, they called you. Fourthly, they are now visiting you. You didn’t pull them in off the street, right?

However, the more you understand human behavior and using influence to convert more consults, the more consultations you will convert. So, here are ways to use the principles of influence to address patient concerns. Help them choose you over your competitors.

In summary, this week’s Beauty and the Biz Podcast, titled “Using Influence to Convert More Consults,” we invite you on a journey where you'll certainly uncover the following:

Firstly, give yourself celebrity status is one way of using influence to convert more consults.

Truly, patients love status and authority. You can create that by pre-framing you as the best choice by using PR, videos and social media to create celebrity status for yourself.

Secondly, establishing social proof is another pillar of using influence to convert more consults.

Certainly, what others say about you is infinitely more important than what you say about you. That’s why reviews, testimonials and before/after photos are so popular.

Thirdly, differentiating yourself is yet another key aspect of using influence to convert more consults.

The point is to NOT be like everyone else. You want to rise above the normal and one way to do that is to offer signature procedures.

Fourthly, suggesting reciprocity is another method of using influence to convert more consults.

It's said that the law of reciprocity states that when people receive something, they feel compelled to return the favor in kind. For example, someone has surgery with you and you want them to experience your non-surgical treatments.

Fifthly, creating scarcity is necessary in using influence to convert more consults.

It's true that patients want what they can’t have. Therefore, by creating a limiting constraint, this makes patients want it more than if it were abundantly available.

Sixthly, creating urgency is key in using influence to convert more consults.

Truly, procrastination is the biggest enemy for a cosmetic patient to pull the trigger.

Seventhly, guaranteeing your services is vital in using influence to convert more consults.

It's a fact that fear is a huge barrier to someone who is deciding to have cosmetic surgery. Offer the patient peace of mind with an “I want you happy” guarantee.

In conclusion, by incorporating some or all of these strategies will help your patients get to a yes more easily.

I guarantee it ;-)

— Catherine Maley, MBA

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Catherine Maley, MBA:

Everybody that’s going to wrap it up for us today on Beauty and the Biz.

If you have any questions or feedback for me, you can go ahead and leave them at my website at www.CatherineMaley.com, or you can certainly DM me on Instagram @CatherineMaleyMBA.

If you’ve enjoyed this episode on Beauty and the Biz, please head over to Apple Podcasts and give me a review and subscribe to Beauty and the Biz so, you don’t miss any episodes. And of course, please share this with your staff and colleagues.

And we will talk to you again soon. Take care.

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