Does it frustrate you when prospective patients say, I can't afford your services?

If you own or work in a cash-based medical clinic that generates revenue by selling services to prospective patients. In that case, this article will help you start to put together strategies that deal with some of the most common objections providers face. For example, it can be frustrating to get to the end of a conversation with a patient and hear I can't afford your services. They are too expensive. 

So, how do you keep the conversation from coming to a screeching halt around money?

The first strategy is framing the conversation. You do this by asking questions up front in your consultation call that helps you control the most common objections.

For example, if you experience patients saying they can't afford your services at the end of the conversation, this can mean one of three things. Either they need to connect the value of your service to their felt need, they are not used to paying out of pocket because of the insurance-driven healthcare model, or the investment needs to be broken down into bite-sized chunks that are consumable for the prospective patient.

A good strategy you can incorporate into your appointment sales is to ask at the beginning of the appointment if the patient has put together a budget to invest in their health or if they have an FSA or HSA plan.

Next, when you get to the part of the conversation requiring you to finalize the next step, try breaking down the cost for the patient. For example, if you offer a diagnostic appointment at the beginning of your sales process, which costs the patient $595, you can break down the cost for them into bite-sized pieces. 

"This is equivalent to about twenty bucks a day for a month. Your investment includes 90 minutes of the doctor's time, plus a 60-minute visit with our certified health coach, and you receive a 6-part personalized treatment plan that helps you get to the root cause of your health issues and lays out a plan to guide you to achieving your health goals. It's like paying for lunch, but instead, you're investing in your health. Believe me, you're worth it! Does that sound like a reasonable investment to you?" 

Also, when you're finalizing the next step on more expensive services like an annual membership, here is an excellent way to break down the cost.

"I understand that finances are a concern. Here is one way to think about it: we all like to drive newer and nicer cars. To do so, many of us invest $300 plus a month for up to 72 months to have reliable wheels. Just like investing in a good, reliable vehicle, we like to encourage our patients to invest $299 a month into their health to keep their bodies dependable and in optimal shape. Unfortunately, our bodies don't get better as we get older unless we invest. For my patients who start sooner rather than later, the upkeep tends to be less, and the outcomes last longer. Does this sound like an investment you would like to make?

Another way to break down the cost can be:

If you take $299 and break that down over a year, it's around $10 a day to keep your body at its best, and this is what we love helping patients accomplish. Many of us spend this on coffee (Starbucks - two iced coffees a day), but think about if you spent this on your health for 12 months or more, the differences you'd see, and how much better you'd feel."

To grow your ability to finalize the next steps with more patients and sell more of your services effectively, schedule a free consultation, and we will walk you through what our sales coaching process looks like and how it can be customized to your practice and your needs. To your success!

To learn more about how you can grow your clinic by helping more patients sign up for your services: