Every patient coordinator knows the moment: the consultation goes great, the patient's excited, and then the price is delivered and you feel yourself start to apologize for it. That reflex isn't harmless, it tells the patient the price is something to feel bad about, and it can quietly reverse a decision that was otherwise locked in.

Troy Cole returns to Practiceland for round two. He's spent 20 years training refractive and cataract surgery teams, and now shares the same playbook for aesthetics — helping practices raise close rates 15 to 30% without pressure tactics or discounting.

This time, Andrea gets him talking about money: the specific words that build value, the ones that quietly kill it, and how to hold your price with confidence when a patient pushes back.

Hear the exact language for handling objections — why you never apologize for your price, how swapping "cost" for "investment" changes the entire conversation, and why the person asking the questions is the one actually leading the sale.

Troy also breaks down the three beliefs every team member needs to sell with confidence, and how payment plan options like PatientFi make it easier for patients to say yes without you having to discount your value.

Questions answered by this episode

1. How do you handle price objections during a plastic surgery consultation?
2. How do payment plans work for cosmetic procedures?
3. What should you say when a patient says a procedure is too expensive?
4. How do you build value before quoting a price to a patient?
5. What's the difference between selling and educating patients in aesthetic medicine?
6. Why shouldn't you discount your prices in a medical practice?
7. How can a practice raise prices without losing conversion rates?
8. What's the difference between being pushy and being a leader with patients?
9. How do you get a patient to trust you enough to move forward with treatment?
10. What are the three beliefs every patient care coordinator needs to sell with confidence?

Troy Cole
Founder, LogiCole Consulting

Troy Cole runs LogiCole Consulting, where he coaches refractive and cataract surgery teams to sell without sounding salesy. He has spent about 20 years in the ophthalmology space, and his firm has worked with hundreds of elective surgery practices across North America, helping phone teams and patient counselors turn more leads into consults and more consults into procedures.

His DISC for Doctors & Teams program trains staff to read communication styles in real time and adapt mid-conversation; his E3 Bootcamp is a 12-week intensive built for phone teams and patient counselors. He is based outside Fort Worth, Texas, and coaches youth baseball, where he says DISC works just as well as it does in a consult room.

Connect with Troy on LinkedIn

Learn more about LogiCole Consulting

Follow Troy on Instagram @tcoletx

Practiceland is presented by PatientFi — the patient financing partner built for aesthetic practices. PatientFi gives your patients access to flexible payment plans and gives your team the tools to offer financing confidently, without the awkward money conversation.

Learn more at patientfi.com/aesthetics

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HOST
Andrea Watkins, VP of Practice Growth at Studio III Marketing

Andrea Watkins, Vice President of Practice Growth at Studio 3, coaches plastic surgery and aesthetics teams on patient acquisition, lead management, and practice efficiency to drive measurable growth. Formerly COO of a multi-million-dollar practice that nearly tripled revenue under her leadership, she now partners with over 100 practices nationwide—helping them capture and analyze data, streamline consultations and booking, and align staff training with business goals. With a directive yet approachable, non-salesy style, Andrea turns data into action, empowering practices to boost conversions, maximize marketing, and elevate the patient experience in a competitive market.

Learn more about Studio III Marketing and LeadLoop CRM for plastic surgery practices and medical spas.

Host: Andrea Watkins
Producer: Eva Sheie @ The Axis
Assistant Producer: Mary Ellen Clarkson
Engineering: Chris Mann
Theme music: Full Time Job, Mindme
Cover Art: Dan Childs

Practiceland is a production of The Axis: theaxis.io