Presented by: Allergan Practice Consultant

1. Growing Your Aesthetic Practice:Patient “Closing” & Conversion Techniques Presented by: Allergan Practice Consultant The following presentation is intended for educational purposes dealing with patient interactions and is not intended to encourage or influence the sale of products, services or procedures that are unnecessary for patient care. The practice healthcare provider ultimately determines and recommends all treatment plans.

2. Objectives Review consultation “best practices” Develop strategies for the three step sales process Review tactics for handling patient objections Learn to “WIIFM” and close for the business

3. Key Resources for Patient Success Telephone Skills Follow-Up and Conversion Credential Practice and Providers Patients Consult to Procedure Inquiry to Consult

4. A Customer Will Buy If… He/She Sees the Value Saves Money Has a Need Wants to Change/Not Happy Presently Appeals to Common Sense Value Overcomes Spending

5. Important Consultation “Don’ts” Don’t Talk… Listen Don’t Tell… Ask Questions Don’t Sell… Solve and Probe Further Don’t Pitch… Inform Don’t Leave… Provide a Next Step

6. Consultation to Conversion:3 Steps to Make the Sale 1. Listen and Determine Needs 2. Provide Information 3. Design a Solution

7. Case Study: Dr. Beautiful, MD Susan just had a Juvederm™ Consultation. She also mentioned that she may be interested in skincare or possibly some Latisse™ to complement her new “look.” What are some probing questions for Susan to help determine her needs?

8. Step 1: Listen and Determine Needs 50% of a successful consultation is the ability to listen; patients need to be heard. Listening actively changes the process from a sales pitch to a consultative appointment. Validate the patient’s experience by tapping into your own. Taking notes communicates a high level of interest to a patient.

9. Step 1: Determine Needs by Asking Questions Asking questions will uncover areas of concern/needs. Find out what the patient’s expectations are. Discuss realistic expectations and treatment options Ask questions that engage the patient. “Have you ever had a Juvederm™ treatment?” “Tell me about your experience.” “Describe what you would like to improve.” “What changes would you like to see in your skin?”

10. Patient has committed to, or is considering, an aesthetic procedure Patient has determined how much he or she is willing to spend Patient wants assurance of a positive outcome Patient wants good value for his or her money Patient wants a positive overall “experience” Patient’s current level of dissatisfaction with his or her appearance How much the patient is able to spend to obtain the best-possible result What the patient expects from the outcome The patient’s preexisting perceptions of value What concerns the patient has about safety, comfort, or downtime What You Don’t Know Can Prevent the Sale What You Know What You Need to Find Out

11. Case Study: Dr. Beautiful, MD You did a nice job of asking questions; now it is time to discuss skincare and Latisse™ with Susan. How would you introduce additional procedures and skincare into Susan’s regimen?

12. Access the Needs Patient: Patient: “My skin has been so dry these past few months.” Response: Response: “Haveyou ever used a medical-grade skin care line? What were the results?” Patient: “My eyes are looking very tired lately. Everyone comments on how tired I look.” “Wehave a lot of choices for you to consider. How has this area of your face changed for you in the past 5 to 10 years?” Response:

13. Step 2: Provide Information Begin conversations with basic skin care. Address concerns and interests noted on chart or Interest Questionnaire. Give the patient more than one option or treatment plan. Healthcare provider recommendations have the highest credibility rate. Soft-sell approach works best. Offer the latest brochures and product materials.

14. Case Study: Dr. Beautiful, MD What type of information might help Susan make a better decision about the different skincare options? How does your dialogue with her sound?

15. Sell the Benefits Emphasize the benefits – people buy benefits, not procedures. Explain the product or service in a clear and concise way. Provide the patient with information about the practice, healthcare provider, and procedure. Don’t simply answer a question, engage the patient in a conversation.

16. Three Types of Educational Opportunities Introduces to the patient the possibility that a combination of products or procedures may provide better results then the procedure they inquired about. A discussion around why a medical grade skin care line or laser treatment will result in a better outcome when used or performed with the treatment option. Offering a less expensive alternative if the patient can not afford the recommended procedure. Combination Treatments: Enhanced Results: Financial Concerns:

17. Make the Benefits Relevant to the Patient Procedures must meet the needs of the patient. Price and outcome expectation should be connected. “If you get (Procedure), you could expect (Result), which would cost (Price).” “If you get (Procedure) and (Procedure), you could expect (Better Result), which would only cost you an additional (Price).” Creating a value proposition for patients will increase their comfort with getting additional treatments.

18. WIIFM Susan is interested. How would you make the features of the product beneficial to her if she was: Looking for something for dry skin? Interested in a product for her sun damage? Looking for a low maintenance program? Would your conversation with her sound any different in each of these three scenarios?

19. Step 3: Design a Solution Budget should be discussed in an upfront manner. Most patients are willing to spend 10% to 15% more than they initially disclose. Never judge a patient’s disposition toward aesthetic procedures by appearance or personality. Good consultants work within the financial abilities of their patients while making recommendations for future therapies.

20. Case Study: Dr. Beautiful, MD Susan says that your ideas sound great but she is concerned a bit about cost. How do you discuss the cost while still showing her the benefits? Come up with three ideas of how to discuss this with her where everyone “wins”.

21. Gain an Agreement Before Closing This is a trial close or a “check-in” question that will help you uncover any missing needs or hesitations. Asking the “check-in” question will prevent you from forcing patients to make a decision before they are ready. “Based on what we’ve discussed, have I answered your questions?” “I’ve given you some options; do you have any further questions?” “Before you make your decision, do you have any further questions or concerns?” If patient appears apprehensive, suggest a second opinion.

22. Case Study: Dr. Beautiful, MD What are some trial close questions that we could use to see if Susan is interested in the skincare opportunity that we introduced? What else could we do to “check in?” What if Susan has some objections to the opportunity during the trial close?

23. Handle Objections Using the LAER Method L A isten and understand the objection. cknowledge the objection. xplore the reasons for the objection. espond: If you can’t explain why your service or product is worth the asking price, then it isn’t worth it to the patient. L R E A E R

24. Proven to Help You Get Back to the Sale L A Listen to the objection: “If I get treated withJuvederm™ will my nasolabial folds look unnatural?” Acknowledge:“I can understand your concern about a possible unnatural appearance.” Explore:“May I ask where you have heard about this concern in patients who use Juvederm™?” Respond:“Most patients achieve very natural results. When treated by a trained healthcare provider, the “parenthesis” around your mouth should improve almost immediately to give you a very natural, subtle change in appearance in that area. R E

25. Different Objections Require Different Approaches If you get rejection: If you get rejection: Acknowledge, then explore to discover the real concern Explore for areas of dissatisfaction; this is usually budget based Acknowledge, then explore further to understand the doubt; then respond with proof If you get indifference: If you get indifference: If you get doubt:

26. Common Objections I have to check with my husband before I spend this much money. I can get the same procedure from another provider for less money. That price seems a little high. / Can you give me a discount? I don’t know if I have the time right now. I don’t know if it is worth it.

27. Case Study: Dr. Beautiful, MD Susan says she likes the skincare package that you have put together with her injectible treatment. Her only concern is that she may see unnatural results. How do you overcome her objection to this issue? What does your conversation sound like in handling her objections?

28. The Close Should correspond to the patient’s need Requires action or commitment on the part of the patient Must always be able to be justified After the close…STOP TALKING!

29. Types of Closes Ask for the Order Close Assumption Close Choice Close Preference Close Summary Close Valuable Customer Close/VIP How does this sound to Susan?

30. Don’t Let Patient Objections Deter You from Completing the Sale An objection usually means that you haven’t determined the need or designed a good solution.

31. Bonus Slides Success With Patient Conversion

32. “Do You Want Fries With That?” Trust and Convenience Ray Kroc on cross-selling (conversion) to your customer: “If you are not cross-selling, you are doing a disservice to your customer and leaving an open door for the competition.”

33. The Purpose of Conversion is to Engage the Patient in the Aesthetic Pyramid FacialSurgery Lip Augmentation Laser Skin Resurfacing - NA JUVÉDERM Cosmetic Injections Laser Hair & Vein Removal Glycolic Peels, Microdermabrasion Creams, Lotions, Aesthetic Consultations

34. Prospect Customer Client Advocate Supporter Recruit Convert Retain Converting Existing Patients to Another Procedure Emphasis on First Sale Emphasis on Cross Purchases } {