Can you build or even a start a great practice on Botox alone?
You can bet your bottom dollar! (translate: Yes, you can!)
Here are 5 fail-proof principles to building a successful Botox practice:
- Deliver excellent results.
- Connect to the left side of the patient’s brain.
- Present yourself as the facial expert.
- Find patients who LOVE to chat you up.
- Retain your patients.
Let’s discuss each of these in more depth:
- Deliver excellent results. It’s a no-brainer, right? If you can soften that frontalis/forehead without ptosis , a “spock” brow or what they call in Mississippi a “bat-wing,” then, by golly, you have what it takes to go all the way in making Botox a huge success in your practice. No one wants a cattywompus (translate: asymmetric) brow. All new patients should be seen in two weeks post treatment to check results, however for existing patients, it’s nice to call and check on their results. If you are hearing the same complaint over and over again, you better check yo-self! Go back to their chart, study their animation photos and figure out what is going on to cause this ill effect. Reach out to me, I am always here to help. And, remember, don’t ever give up an opportunity for training.
- Connect to the left side of the patient’s brain. I can’t say this enough, you have to understand why your patients are in your treatment chair. Get to know who your patient is aside from their medical history and facial expressions. Ask them why Botox is important to them? What is going on in their life the next four months that would make Botox impactful? I make little notes on the chart about what’s happening in their life, like a cruise or reunion, so that I can bring it up upon the next appointment! Often times, they will say,”well, bless your heart (translate: wow), you remembered!” Little do they know that I can’t remember anyone’s name worth a lick (translate: a small amount); however, I can read my clinic notes, I do declare (translate: I must say).
- Present yourself as the facial expert. BE confident! If you are new injector, you don’t have to tell them that you only have 3 months of experience under your belt! Tell them that as they have been talking to you during consultation, you have been studying their face! Bam! Just like that, you credentialed yourself. And better yet, if you have 10 years of experience, TELL THEM! You aren’t been highfalutin’ (translate: pompous) or too big for your britches (translate: arrogant). Patients need to know the expert behind the needle.
- Find patients who love to chat you up. I have a patient who I kindly refer to as “the mouth of the South (translate: word of mouth referral)!” She is my biggest referral of all time. She includes me within her Facebook messaging groups so I can answer questions from all her friends. Normally, I give 5 units of Botox to the person who sends me a referral. However, this “mouth of the South” is very special to me and I set up special rewards for her like a full complimentary treatment ( up to 70units). When my hair dresser sends me 4 patients, she receives free 20 units of Botox. Any time a patient will post their results on their own social media page or allow you to do so ( of course, with a signed photography consent release), you are letting social media be your best friend. I have built my entire practice on word of mouth referrals, Don’t ever forget the value of a patient who adores you.
- Retain your patients. Before your patient leaves the office, tell them to book their next appointment. The receptionist who checks out your patients also plays a very critical part in retention. They can prompt the patient to book their next appointment. “Haley would like see you back in December, what day works best for you?” Bam! Just like that, you will have a revolving door practice.
For any new practitioner who is getting started in aesthetics, don’t worry about not offering dermal fillers at this point. On any given day, over 50% of my revenue is from Botox alone. Ideally, you would like all your Botox patients to be using dermal fillers but hold on to your horses (translate: be patient)! Yes, fillers will be the next natural extension of your skill set and services; however, for now, master and perfect the art of Botox.
I reckon (translate: suppose) it’s not wrong to learn both neurotoxin and dermal fillers at the same time, but I can almost promise you that at the end of the dual course, you will be overwhelmed and gravitate to Botox because it’s more simple to understand and the principles are fairly consistent: under the influence of a neurotoxin, muscles relax in the opposite direction they normally pull. Once you understand that principle and apply it to the face, you are on your way to becoming a Botox expert!
Giddy up, y’all! (translate: you can do this!)