“Aesthetic clinicians with charisma have more clients, can charge higher consultation fees and are more likely to be referred to friends, even in spite of average service”, according to Nicole Montgomery of Trusted Surgeons.
The sales catchphrase, ‘people buy people, not products’ appears to be even more emphasized in the cosmetic industry – customers justifiably feeling the need to trust the person who is slicing, injecting or lasering the most valuable asset they will ever own – their body.
So how does one appear charismatic when trying to promote cosmetic procedures to prospective clients?
“The trick is not to”, says Nicole. “Stop trying to promote your business or services and just focus on building a rapport with whoever you are talking to – whether it be the shop cashier, your hairdresser or someone at a conference”. The key is great customer service. “Make every customer feel like they are special – part of the family”.
“People are so tired of cheesy elevator pitches” she adds. “Let your true personality shine through and you will instantly create a better impression than any sales technique ever will”.
Nicole who has worked with some of Australia’s most successful surgeons says that those with the fullest schedules, are those who talk to people as ‘friends’ rather than ‘customers’ – and focus on building their own personal reputation, instead of their brand, when networking with prospects.
“Networking is everything in this industry”, says Nicole. “Pretty much everyone you meet is a prospective client so you need to be well-respected and liked in the community”.
Nicole also warns of the dangers of highlighting your customers’ aesthetic ‘flaws’ as an up-selling technique.
“There are a lot of ‘body positive’ movements around at the moment that are encouraging people to love their quirks and ‘tiger stripes’. Attempts to instill a lack of confidence in your clients will ultimately harm your reputation and likability.
Nicole instead advises clinicians to offer solutions that address genuine customer problems and believes that every client should leave on a positive and feeling good about themselves.
“For example, tummy tucks have been found to reduce incontinence in more than seventy per cent of postpartum women”, says Nicole. “You’ll get a much more positive reception when you frame the procedure in this way, rather than insinuating a woman’s tummy could look more toned”.
Hear more advice from Nicole Montgomery on how to grow your aesthetic business through effective networking techniques at the National Cosmetic Medicine Summit – due to take place 3-4 August in Melbourne.