F
Frustration
Uncover the Pain
- "If you could change one thing about your practice, what would it be?"
- "Why would you change that? How does it affect you personally?"
- "Why have you kept it this way for so long?"
I
Imagination
Paint the Future
- "What is different if you were to make that change?"
- "What would it look like? How would it improve your business or personal life?"
- "Does it give you more time off? Less burnout?"
R
Risk
The Cost of Inaction
- "If this is a big issue, what happens if you leave it and don't change?"
- "How would not doing anything impact the next 5 years?"
- "Can you financially afford NOT to fix this?"
E
Escape
The Solution
- "If I could show you a way to fix [XYZ] without changing anything you're already doing, is that worth exploring?"
- "Would it be okay if I share how we accomplished this for Dr. [Similar Name]?"
Putting Out The Fire
Qualify to Close
Control Timeline
1. "What makes this a priority to fix?"
2. "Would it be a crazy idea to buy this today?"
3. "In a perfect world if the numbers make sense, could you even buy it now?"
"NO"
- 1. Ask yourself: did I miss something?
- 2. Push past smoke — what’s the real objection? Overcome?
- 3. Utilize closing tools available.
- 4. Still no? Execute handoff.
"YES"
- 1. Quote Out!!!
- 2. Validate purchase with ROI, financing, and three purchase pathways.
- 3. Confirm buy-in.
- 4. Execute close
Make ROI More Than Patient Volume
35
Routine Exams
= 1 OptiLight Patient
45
Routine Exams
= 1 OptiLift Patient
71
Routine Exams
= 1 Combo Patient
"Can they see 2,619 more patients next year? Or do they want to treat 1 combo patient a week instead?"
3 Purchase Pathways
The "Urgency Story" to Close a Qualified Buyer Now
1. New System
You can buy a brand new system whenever you'd like. Standard pricing.
2. Trade Show Special
Exclusive pricing available only at events like Accelerate or major trade shows.
3. Demo Unit (The "Waitlist")
Subject to availability following events. Best pricing, limited quantity. Requires "Waitlist" approval.