The choice to charge a consultation fee is affected by several factors, including location, age, and public awareness of the practice, as well as the financial realities of the practice.
Here Are Some Considerations:
#1 Reputation
Because all cosmetic surgeons, cosmetic dentists, and cosmetic dermatologists are highly educated and skilled professionals whose time and expertise are valuable, it’s only natural to decide to charge a fee for one’s time. After all, a consultation is a time-consuming event, taking you away from other things for 20-30 minutes, maybe shorter or longer depending upon how/if other staff members are involved in the consultation process. This is only logical.
However, when one thinks about a consultation fee from the viewpoint of a prospective patient, one can see the flip side of this logic. For example, most attorneys give a prospective client the first hour without charge, to hear the prospective client’s concerns, which enables the attorney to determine whether the client has a case. The public is familiar with this practice, which suggests to them that your consultation should, likewise, be free.
However, many attorneys with a high visibility in the market do charge a consultation fee and prospective clients who are aware of a specific attorney’s distinction are willing to pay it. The same applies to you. Before you decide to charge a fee, ask yourself: Do you have enough visibility in your market that prospective patients will readily accept a consultation fee?
#2 Separating The Wheat From The Chaff
The world is full of tire kickers: people who have been “thinking about” a cosmetic surgery procedure for years or only for minutes. You are familiar with these folks: they schedule a consultation and are a no-show. Charging a consultation fee helps weed out those who are not sincerely interested/serious about a procedure.
Prior to setting an appointment with any prospective patient, once must get answers to three questions. These questions can easily be asked on the phone when done politely, whether or not you charge a consultation fee.
A. Is the prospect committed?
Is there a special event or reason that motivates them to move forward at this time? If so, the prospect is likely to move forward, assuming the other 2 questions can be answered in the affirmative.
B. Can the prospect pay for the desired procedure?
Commitment is only desire if there is no financial wherewithal. Prospects should be asked if they are interested in getting information about financing. This will ferret out those who already have the funds from those who need to borrow.
C. Can the prospect book within the next 30-60 days?
Talk is cheap, as you know. While a prospect may, indeed, have the money (or qualify for financing) and greatly desire a procedure, unless you can actually book them within a reasonable time frame, those issues are for naught.
These questions should be asked over the phone when a prospect calls for information and again when the prospect comes for the consultation. When done politely and gently, prospects will give you their answers.
#3 Local Market Practices
If most plastic surgeons in your area charge a consultation fee, choosing not to do so may give you a way to attract potential patients who might be hesitant to pay for a consultation upfront but may otherwise be excellent prospects. On the other hand, not charging a fee may also gift you a higher percentage of prospects who will not answer the questions above in the affirmative, or even appear for their free consultation. In other words, it’s a toss-up.
#4 It’s Not What You Ask But How You Ask That Counts
Many callers will acquiesce to a consultation fee when they understand why you require one to be paid. Making these points can often get a prospect to agree to pay the fee:
A. The consultation fee is paid to hold your appointment and serves to avoid double booking consults since some people do not appear for their appointment and we only have a certain number of consultations available in any given time.
B. If you appear for your consultation, you can apply the fee to your future procedure, another treatment (filler, facial, etc) or, if you prefer to keep looking for a surgeon, it will be refunded at the end of your consultation.
The Bottom Line:
The choice to charge a consultation fee is at your discretion, of course. It’s essential for prospects to be aware of the amount and purpose of the fee, and to be charged the consultation fee via credit card over the phone to assure attendance at their consultation.