What Is Downselling?

In simplest terms, downselling is what you offer next when someone says “No”.

At this point, you’ve done the consult, you know what the client wants, and know they want to get started TODAY.

You’ve also just presented the treatment plan with a discount if the client pays in full.

This guide will show you how to get someone to move forward, even if they decline your initial offer.

But first…

The 3 Rules Of Downselling

1. No To This Offer Does NOT Mean No To All Offers
   Too many clinics give up when a prospect declines the initial offer. Remember, new patients took time off work and drove all the way to a strange new business. They want to do something to improve. It’s your job to continually make offers until they say “YES”.
2. NEVER Drop Price For Nothing In Return
   Discounting just to make a sale undermines your expertise, credibility, and respect. It looks desperate. Clients also talk amongst themselves and will not be happy if someone else paid a lower price “just because.”
3. Downselling Is Not Pressuring
   When you downsell, you are working WITH the client to figure out a way forward that works for them. If you feel like you’re pressuring the client, you’re doing it wrong and need more practice.

Downsell #1: Offer 3rd Party Financing

Third-party financing is a must. It’s widely proven to increase take rates on high-ticket services & packages.

We recommend PatientFi or Cherry. They both have their strengths and weaknesses. If you want the highest conversion rates, you should use both.

If prospect says no/doesn’t get approved…

Downsell #2: Offer 2-Pay

The next offer is to split the payment into two.

Ask: “When’s the next time you get paid?”

Then ask: “Great, let’s put half down today and the rest when you get paid. Fair enough?”

If they can’t do half: “What’s the most you can put down today?” … “Perfect. We’ll put that down today and the rest on your paycheck date.”

If no to 2-pay…

TEMPCHECK: See If They Still Want The Package

You can say: “I understand we need to make the investment work, but let me ask, on a scale of 1-10, how badly do you want to do this?”

If they say 7 or below, say: “Got it, what can we do to make it a 10?”

Your exact next step will depend on what they say, but in most cases, you can continue to Downsell #4.

If they say 8 or above, congrats! They still want the package. Continue to Downsell #3.

Downsell #3: Offer 3-Pay

The next step is to split the package into three payments: one-third now, and the remaining two-thirds over the next two paychecks.

If no to 3-pay…

Downsell #4: Subtract Treatments

If the package itself is too big, you can subtract treatments until you get to a price the prospect is comfortable with.

“I’ll cross off [treatment 1] and [treatment 2]. That lowers your total by $____. What’s left still gets you the main results you want, without stretching the budget too far. We can always add the other pieces back later if you want to improve more. The important thing is to get started and start seeing results.”

If no to reduced package…

Downsell #5: Offer A Membership

Notice how we do not offer memberships as the FIRST option to buy. This is because we’d rather have clients pay upfront for a more intensive, fast-results boot camp.

Offer your membership as a downsell after the prospect has declined your other offers.

If no to membership…

Downsell #6: Offer A 2nd Session To Lock-In Results

If the patient can’t make a decision today, needs to talk to their partner, etc., offer a second visit they will actually show up to.

Instead of booking a follow-up (boring and low show rates), book a session for one of your introductory Unicorn offers.

If you offered any bonuses for the prospect getting started today, prepaying for their session TODAY will act as a deposit to reserve their same-day bonuses.

You should be able to get most clients to agree to this downsell.

If no…

Downsell #7: Offer Skincare & Book Follow-up Visit

If they don’t want to book another treatment, sell them skincare and book a follow-up visit.

Use the skincare purchase as a deposit to extend any same-day bonuses you offered until the follow-up.

“Let’s get you started with a medical-grade skincare routine. That way, you’ll start improving your skin at home, and we’ll see how it’s responding by the time you come back. When you pick up skincare today, I’ll extend the same bonuses I offered you - so if you decide at your follow-up to move forward with a treatment, you’ll still get those savings and perks.”

Downsell #8: Book Follow-up Visit

Book a follow-up visit and only extend their same-day bonuses to that visit IF they show up the first time. If they no-show, they do not get their bonuses.

Downsell #9: Book Follow-up Call

Book a follow-up call with the same terms as the follow-up visit. If they no-show, they do not get their bonuses.