BUSINESS
SCRIPTOPEDIA
THE PRICE PUSHBACK
WHAT TO SAY WHEN PATIENTS QUESTION COST
MARK HINTON
PATIENTS become consumers when they enter your optical, and consumers are always looking for the best deal. This often prompts, “Wow! That’s more than I want to spend! Can you please hand me my prescription?”
The reaction, of course, is to defend, but neither you nor your optician(s) should do this. The reason: The consumer needs to feel heard and acknowledged, so he or she knows you aren’t simply trying to sell to him or her. Instead, acknowledge and empathize. Keep in mind that consumers with this response aren’t saying “I’m not buying from you,” they’re saying, “Give me a reason to buy!” With this in mind, check out the following scripts to increase the likelihood of the prescription staying in-house. OM
CONVERSATION 1
“Joan, you might be surprised to hear that other patients have been thrilled with our offerings once they recognized the phenomenal value and savings we provide. I’d be happy to show you, and then you decide. Sound good?”
CONVERSATION 2
“Steve, I’ve had other patients who initially felt the same way. The reasons they decided to stick with us is because…” (Be sure to have a list on-hand of the advantages of sticking with you vs. filling the prescription elsewhere.)
| MR. HINTON is CEO and president of eYeFacilitate. Email him at mark@eyefacilitate.com, or to comment on this article, visit tinyurl.com/OMcomment. |
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