Shifting “Upselling” to “Upping-Results”

I have taught my sales training course to thousands of plastic surgery and medical aesthetic practices across the country both onsite and virtually. Time and time again, one of the biggest areas of missed opportunity for revenue is the failure to develop long-term treatment plans for clients.

Treatment plans help build long-term retention and increase the client’s lifetime value. They provide clients with solutions, options, and possibilities to yield the best results. 

I hear a lot from providers that they don’t want to appear pushy, salesy, or feel uncomfortable about the “upsell,” so they focus only on the problem the client specifically comes in for. Most often, it is our own bias getting in the way. I’ve heard excuses such as, “Patients won’t spend the extra money.” Or “They are not going to buy it; It is not what they came here for.” Or “They can’t afford that.” 

That is not up to you to judge or decide. Your only obligation is to inform the client of all their options and possibilities for the best outcomes. It is up to THEM to decide. If we don’t see and believe in the value of what we recommend, how will they?  

I want to encourage you to shift your mindset away from “Upselling” to “Upping Results.” Here’s why:

• Short-term and symptom-focused treatments may work but won’t build long-term patient retention.
• Combining different modalities over multiple visits provides the patient with a better outcome and strengthens the relationship and trust with the provider (or in the case of plastic surgery, pre-op preparations and post-op care).
• You’ll gain opportunities to cross-promote by using combination treatments, which will yield more revenue (revenue for skincare is typically at 100% markup).

When patients have their skincare built into their treatment plan, they will:

• Use the best products for their skin that you know will yield the best possible outcomes.

• Be more likely to practice home care compliance.
• Experience increased convenience as they can purchase them at the same time as they book their treatment appointments
• Be delighted by experiencing something new (How many of you have patients who come to you as an expert and ask, “What’s new?”), so pairing your new products with procedures is a solid strategy. 

Did you know the amount spent on skincare is 3x more compared to services or procedures? Every procedure should have a product and additional procedures to augment. With this revenue strategy, retail should be 20% of your total revenue. 

Example A: Clear & Brilliant ($500) + Retinal & Antioxidant ($200)  

 and post-op Hyrdrafacial, $250 = $950  

90% increase in revenue 

Example B: Micro Needling Treatment ($450) + Serum and Accelerator ($280) = post op Hyrdafacial ($250) = $980

118% increase in revenue 

Example C:  Full Facelift ($20,000) + Laser Resurfacing pre-op ($1,500) + Retinol and Antioxidant ($200) and post-op Vascular laser ($75) and Hydrafacial ($250)   = $22,025
More than 10% Increase in revenue

When a provider builds skincare and or other treatment modalities into their treatment plan (pre-op and post-op care), they will experience these benefits:

• Volume. Comprehensive treatment packages increase sales
• Margins. Comprehensive treatment packages can lower the cost of goods sold and increase your profit margins
• Exposure. Comprehensive treatment packages offer new opportunities and exposure to additional services and treatments