In the aesthetics industry, conversions don’t happen on Instagram or through flashy before- and-after pictures. They happen in the consultation room. Whether in-person or virtual, your consultation is where trust is built, concerns are addressed, and decisions are made.
In this blog, we explore how to master consultations using the 80/20 rule—a framework that can elevate your conversion rates while keeping patient care at the forefront.
1. Listen 80%, Speak 20%*
Your first job in a consultation isn’t to educate—it’s to listen. Patients want to feel heard and understood, not sold to.
Try this opening question: “What made you consider facial aesthetics now?” Then pause, listen, and take notes. Use reflective phrases like, “That makes sense,” or “Tell me more.”
2. Identify the Emotion Behind the Request
No one wakes up wanting filler—they want to feel more confident, look less tired, or bounce back after a major life event.
Ask: “How would it make you feel if we addressed that?” Linking treatment outcomes to emotional goals builds connection and clarity.
3. Assess with Empathy, Not Ego
Conduct your assessment gently and collaboratively. Use mirrors, photos, or digital tools to guide discussion. Avoid overloading the patient with jargon or overwhelming them with options.
Tip: Recommend 1–2 treatments max. Keep it focused and purposeful.
4. Explain the ‘Why’ Behind Each Recommendation
Patients are more likely to proceed when they understand the rationale. Explain your decision in plain English and back it with evidence or experience.
Example: “I’m suggesting mid-face filler because it will lift the cheek area, which will soften the lower face too.”
5. Present Pricing With Confidence
Don’t fidget or soften the delivery. Own your worth. Say it directly and with certainty.
Try this format: “That treatment is £295. It includes a full consultation, post-treatment check-in, and detailed aftercare.”
6. End With a Clear Next Step
Avoid the “Let me know what you think” trap. Instead, offer them a simple pathway.
Ask: “Would you like to book that in now, or take a day to think it over?” Either answer keeps the relationship open.
7. Leverage Virtual Consults
Virtual consultations are a low-barrier entry point for hesitant patients. They allow rapport to build and concerns to be addressed before someone steps into your clinic.
BTC’s Virtual Consult Guide provides a full structure to use on Zoom or similar platforms.
Bonus: Use Visual Tools and Takeaways
Printed treatment guides, pre-care PDFs, or personalised plans help patients remember key points and show that you value their decision.
Tip: Include a short recap email after the consultation for those who didn’t book on the spot.
Final Thought:
The consultation isn’t about convincing—it’s about connecting. When patients feel heard, understood, and supported, they’re more likely to proceed with treatment, return regularly, and refer others.
Next Step:
Download the BTC Consultation Framework and Consent Toolkit today at: https://www.botulinumtoxinclub.co.uk
