Are you struggling to convert consultations into comprehensive treatment plans? Do your clients frequently choose “one and done” services instead of committing to complete protocols or memberships? You’re not alone—and there’s a surprisingly simple psychological technique that can transform your consultation process and dramatically increase your revenue per hour.
"Just wanting to sell high ticket treatment plans is not going to get you there. Just telling your team to sell more high ticket treatment plans, sell more memberships, is not enough." - Katlin
The Psychology Behind the “Power of 3”
When it comes to decision-making, our brains have a fascinating relationship with choices:
- One option: Feels restrictive and controlling
- Two options: Creates indecision and mental conflict
- Four or more options: Overwhelming and confusing
- Three options: The sweet spot for decision-making clarity
This “Power of 3” methodology isn’t just a theory—it’s embedded throughout our daily experiences. Think about Olympic medals (gold, silver, bronze), gasoline types at the pump (regular, plus, premium), or even basic grammar suffixes (first, second, third). Three is the magic number our brains can process efficiently and remember with ease.
"Give me one and I'm like 'stop telling me what to do.' Give me two choices and I'm torn. Give me four and I'm just overwhelmed and confused. Give me three choices? Now we're talking. Now I'm ready to pick one really easily." - Katlin
The Goldilocks Effect: Not Too Hot, Not Too Cold, But Just Right
Remember the classic children’s story of Goldilocks and the three bears? This same principle—now known as the “Goldilocks Effect” in business and marketing—can be your secret weapon for selling more comprehensive treatment plans and memberships.
The key is presenting three strategically designed options while making the middle choice appear most attractive and reasonable. It’s not about manipulating clients but guiding them toward the treatment protocol that will truly deliver their desired results while providing excellent value.
Implementing the Power of 3 in Your Med Spa
Here’s how to apply this methodology in your practice:
1. Create Your Three-Tiered Options
For every treatment type, develop three distinct packages:
- Premium Option: The “platinum” experience (slightly beyond what most clients will choose)
- Optimal Option: Your target recommendation that delivers excellent results and value
- Basic Option: The entry-level approach (functional but not ideal)
2. Position the Middle Option as the Sweet Spot
When presenting these options to clients, frame the middle (optimal) option as:
- What most clients choose
- The best value-to-results ratio
- The recommended protocol for their specific concerns
3. Use Specific Language That Guides Decision-Making
- “This is what most of our clients choose for optimal results.”
- “You’ll get the most value with this comprehensive approach.”
- “Based on your specific concerns, this protocol will deliver the transformation you’re looking for.”
Practical Example: RF Microneedling Consultation
Instead of simply offering “one treatment or a package of three,” consider this tiered approach:
Premium Option:
- Package of 3 RF microneedling treatments
- Premium add-ons (like exosomes)
- Complete pre/post-treatment medical-grade skincare
- Series of maintenance facials
- At-home LED device
Optimal Option (Target):
- Package of 3 RF microneedling treatments
- Basic pre/post-treatment medical-grade skincare
- One maintenance facial
Basic Option:
- Traditional microneedling (without RF technology)
- Essential aftercare products
Statistics show that 70-80% of clients will select the middle option when choices are presented this way. Even clients who initially express budget concerns will frequently stretch to accommodate the middle option when they understand its comparative value.
The Real Impact on Your Bottom Line
The difference between med spas with average revenue and those with exceptional revenue often comes down to this consultative approach. Two practices could each bring in ten new RF microneedling clients, but their revenue outcomes might look radically different:
- Practice A (without the Power of 3): $2,000-3,000 total from “one and done” treatments
- Practice B (using the Power of 3): $10,000-15,000 from comprehensive packages and add-ons
Taking Action: Implementation Steps
- Map out your options: For each treatment type, clearly define what your good/better/best packages include
- Train your team: Practice role-playing consultations until this approach becomes second nature
- Position with confidence: Remember you’re not overselling—you’re recommending comprehensive care that produces superior results
- Track your conversions: Monitor how this approach impacts your average revenue per hour and membership sales
Final Thoughts
"When a woman wants something, regardless if she can afford it or not or she should or shouldn't do it, she will find a way to make it happen." - Katlin
The Power of 3 methodology isn’t about manipulation—it’s about leveraging natural human decision-making patterns to guide clients toward treatment plans that will truly deliver results. When clients commit to comprehensive protocols, they get better outcomes, which leads to higher satisfaction, more referrals, and increased loyalty.
By implementing this simple yet powerful consultation technique, you’ll not only boost your revenue but also enhance your reputation for delivering transformative results.
Want to learn more strategies for growing your aesthetic practice? Visit Diamond Accelerator’s resource library for free trainings and tools to take your business to the next level.
