"How much is Botox?" 12 DM and phone reply scripts that turn price shoppers into booked consults

By Benjamin Chua·Updated October 12, 2026·16 min read

Ask a portrait artist how much paint costs and a good one tells you what the tubes run, then asks whose face is going on the canvas. From that point the conversation is about the portrait. "How much is Botox?" is the same message, and most clinics answer it like a paint shop.

Practices lose this lead one of two ways. They refuse to give a number ("it depends, come in for a consult") and the person reads that as expensive and evasive. Or they give a bare number and nothing else, and the person says thanks and disappears. Hiding the price loses trust. A naked number loses control of the conversation. The habit that fixes both is the same: answer the price, then own the frame.

Every reply in this post follows one rule: price, then result, then slot. The number goes in the first sentence, what it buys them goes in the second, and the message ends with one question or two times. Nothing here ends on the number.

Should med spas list Botox prices at all?

Yes. List three things: a per-unit price, a typical first-area range ("most first visits land around [range]"), and what is included. Then use the same framing in your DMs, on the phone and on your website. The person asking already knows injectables cost money and is working out whether you are in their range. If nothing you publish says a number, they assume the worst and go where the number is visible.

The point is predictability. When a patient hears the same per-unit figure and the same first-visit range from your website, your front desk and your Instagram, the price stops being a puzzle and they stop hunting for whoever is a dollar cheaper per unit. The clinics that win price shoppers say the number fast and make the rest of the conversation about the result.

On that last node: if your no-show rate says you need a deposit, take it at booking rather than springing it on the day. How to introduce one without scaring people off is covered in the med spa no-show fix.

Instagram DM scripts

DMs are casual and fast. Write like a person, keep each reply to three or four lines, and put the question at the end so it is the last thing they see.

1. First touch: "How much is Botox?"

"Great question. Botox here is [price] per unit, and most first-timers for the 11s land around [range] all in. That usually softens the lines while still looking natural. Are you mainly wanting the frown lines smoothed, or any other areas too?"

• It works because the number lands in the first sentence, the total saves them doing unit maths, the outcome line tells them what the money buys, and the question is about their face rather than your calendar.
• If they go quiet, use the three-touch sequence further down. Do not improvise a fourth.

2. "Just the price please"

"Totally fair. [price] per unit, and most first visits for one area land around [range], consult included. That usually softens the lines without the frozen look. Which area are you thinking about, so I can give you a tighter number?"

• It works because it gives them exactly what they asked for without a lecture, and the offer of a tighter number is a reason to keep talking that is in their interest.
• If they push back with "I don't need a consult, I just want the price", say: "That is the price. The consult is just so the injector can check your muscle strength and tell you how many units you actually need, so you don't overpay."

3. Comparing you to a cheaper injector

"Totally get checking prices. We're [price] per unit; most [area] visits land around [range]. That includes real product, proper storage, and a 2-week check so you don't overbuy. What matters more to you: lowest cost, or the safest, most natural-looking result?"

• It works because you state your price and contrast on safety, experience and follow-up in one line instead of handing them a checklist to interrogate the other clinic with. The closing question makes them say out loud which one they are buying.
• If they say the other place is still cheaper, say: "It might be the right call for you. If you ever want a second opinion on your result, the consult is free." Then stop. Chasing a price-only buyer costs more than losing them.

4. Groupon or deal hunter

"I hear you, those deals are everywhere. With us, Botox is [price] per unit and first visits for [area] usually land around [range]. That includes seeing the same injector and a 2-week tweak if needed. Are you after the cheapest offer, or an injector you trust long term?"

• It works because it acknowledges wanting a deal, states the real price, and frames consistency and the follow-up as the discount on risk rather than on dollars.
• If they only want the deal, let them go politely. A patient who arrived on a coupon leaves on the next one.

From DM to a 3-minute call

Typing is slow and tone gets lost. When a DM thread passes two exchanges, or the person starts asking unit counts and area combinations, move it to a call. Three minutes on the phone books more consults than thirty minutes of thumbs.

"Happy to break it down. Botox is [price] per unit and most first visits land around [range]. It's quicker if I ask you 3 questions and give you a precise plan over a 3-minute call. Can I ring you now, or is later today better?"

• It works because the price is already answered, the call is framed as a shortcut for them, and the close is two options rather than "would you like a call".
• If they decline the call, carry on in the DM with script 2 and offer two consult times. Never make the call a condition of getting an answer.

Website chat and text scripts

Website chat and SMS leads are warmer than Instagram. They found you on purpose. Be a little more complete here, and paste the booking link once they have answered your question.

5. Asks per-unit vs per-area

"Good question. We price per unit at [price], so you only pay for what's used. Frown lines usually take [X] to [Y] units, so a first visit for one area tends to land around [range], and the injector confirms the exact count on the day. Is it the frown lines you want softened, or another area?"

• It works because it explains your model in one line and translates it into money, which is what they actually wanted to know.
• If they ask why another clinic charges per area, say: "Both are fine. Per area is simpler, per unit means you don't pay for units you don't need. Ask them how many units are in their area price and you can compare directly."

6. Asks about a specific competitor

"I can't speak to [competitor]'s pricing, but ours is [price] per unit, and most first visits for [area] land around [range] with a two-week follow-up included, so we can adjust if anything needs a tweak. If you've had a quote from them, send it over and I'll tell you honestly how it compares. Which area is it for?"

• It works because you refuse to talk about the other clinic, which reads as classy, and you invite them to share the quote, which tells you exactly what you are up against.
• If they send a quote that is lower, say: "That's a fair price. Ours includes [what theirs doesn't]. If that matters to you, we'd love to see you. If not, no hard feelings."

7. "Can I get a discount?"

"I get wanting a good deal. Our Botox is [price] per unit; most first visits for [area] end up around [range]. We keep one fair price for everyone, but we do add a first-visit credit and loyalty perks. Want me to ballpark your first-visit total for your main area?"

• It works because the reason for no discount is fairness to them, you still hand them a win, and the question pulls them into naming an area, which is the first step of a booking.
• Swap "first-visit credit and loyalty perks" for whatever you actually run. If you run nothing, cut that clause and keep the question. If they push, say: "The price is the price, but you'll never find out later that someone paid less than you. Want me to grab you a slot?" Then hold the line.

Before the number: the anchoring sequence for the phone

Ask a carpenter what wood costs per plank and a good one answers, then asks which room, how many books and what style. You end up with a library instead of a pile of boards. On the phone you can do the same thing in two sentences: put the bigger, finished treatment next to the plank price before you say the plank price.

“Some people come in for full-face refreshes that can run several hundred dollars when they treat forehead, 11s and crow's feet together. Most first-time guests who just want their [area] softened are closer to [range] total at our [price] per-unit rate.”

Then pause. The first number the caller hears sets the scale for every number after it. Said in that order, their first-visit range sounds like the sensible starting point rather than a stretch (Hormozi, $100M Money Models, p. 87 to 89). Say the two sentences at the same speed and the same volume. A pause before the big number, or a drop in voice before the small one, turns an anchor into an apology. Use this on the phone only. In a DM it reads as a sales move; spoken, it reads as context.

Phone scripts

On the phone you have tone and you have time. Use both. Say the number without hesitation, because a pause before the price sounds like you are embarrassed by it.

8. First touch by phone

"Happy to help. Our Botox is [price] per unit, and most first-time frown-line visits land around [range] total. That usually softens lines without the frozen look and includes a 2-week follow-up if you need a tweak. Are you mostly wanting the 11s between your brows treated, or other spots as well?"

• It works because the price lands in the first breath, the outcome line answers the question behind the question, and the area question tells you how to talk to them. Whatever they answer, go straight to two slots: "The consult is free and takes about 20 minutes. I've got [day] at [time] or [day] at [time]. Which suits?"
• If they say they will call back, say: "No problem. Can I text you the booking link so you don't have to call?" Get the number.

9. "I just want the price" on the phone

"Of course. [price] per unit, and most first visits for one area land around [range], consult included. That covers the injector's assessment and a two-week check. Anything else I can tell you?" Then wait. Let them fill the silence.

• It works because the person who insists on just the price is testing whether you will respect that. Respect it, then let the silence do the selling. Most people ask a second question.
• If they hang up with a thanks, log the call and send one text: "Thanks for calling. Here's the booking link if you'd like a free consult: [link]."

10. Returning patient asking the price

"Hi [name], lovely to hear from you. It's still [price] per unit, and last time you had [X] units in [area], so you're looking at about [total] again unless anything's changed. Shall I put you in with [injector] on [day] at [time], or would [day] suit better?"

• It works because you looked up their record before answering, which is the whole point of being a regular somewhere, and the close is two times rather than an open question.
• If the price has gone up since their last visit, say so before they notice: "It's gone up slightly to [price] since your last visit, so about [total] this time." Nobody minds a rise they were told about.

The three-option close for a first visit

Once the caller has told you what bothers them, do not ask "so do you want to book?" Give them three shapes of the same visit and let them pick. The simple option makes the fuller one look reasonable, and the plan option tells them you are thinking past today.

“Based on what you've told me, we can start simple and soften just the [main area] so you look less tired on camera; do a fuller refresh, [main area] plus [second area], so everything matches; or map a plan with today's Botox plus a follow-up skin visit. Which feels closest to the result you want right now?”

Whichever they choose, the next line is two times. The exact unit count stays with the injector. The front desk sells the shape of the visit, never the dose.

Google Business message scripts

Google Business messages come from people comparing listings on a map. They are the most price-focused channel you have, and the most local. Keep it short, state the number, and make the next step a one-tap action.

11. First touch on Google Business

"Hi, thanks for reaching out. Botox is [price] per unit at our [neighbourhood] clinic, and most first visits for one area land around [range]. That includes a consult with the injector and a two-week check. Which area were you thinking about?"

• It works because it confirms you are local, gives the number and what it includes, and ends on their face. Send the booking link in your next reply, or after an hour of silence, so it is one tap away without crowding the first message.
• If they ask whether you have availability this week, answer with two specific slots. People on Google Maps are often booking for an event.

12. "The place down the road is cheaper"

"I hear that a lot. We're [price] per unit, and most [area] visits land around [range] total here. That includes a consult with a credentialed injector and a 2-week follow-up so we adjust if needed. For you, is it more about lowest price today, or feeling safe and loving the result?"

• It works because it agrees with them, lists what the price includes in one line, and the question asks them to choose between price and result in their own words. Most people will not say "lowest price" out loud.
• If they keep going on price, send one more reply: "Understood. We're here if you ever want a second opinion." Then leave it.

When they go quiet after the price

Half the people who ask the price will not reply to your answer. Most of them are not gone, they are busy, or waiting on two other clinics. Three touches, spaced out, each with a different reason to reply. After the third, stop.

1. 1

   Day 1

   "Hey [name], checking in. Any questions about the [range] estimate I gave you for [area]? Happy to tweak it so it fits what you're aiming for."

2. 2

   Day 4

   "Quick thought: if you want [event/season] to look how you pictured, we usually treat at least 2 weeks before. Want me to hold a spot before it gets close?"

3. 3

   Day 7

   "Last nudge from me. If price is the worry, we can start small with just [area] so you see how it looks and feels. I can offer [A] or [B] this week. Which do you prefer?"

Day 1 reopens the estimate. Day 4 gives them a reason tied to their own calendar. Day 7 lowers the commitment and closes on two options. Keep the two-week timing claim honest: Allergan's patient site says full results show at 30 days, so adjust the lead time to what your injector actually advises.

The front-desk cheat sheet

Everything above compresses to six lines. Whoever picks up the phone should be able to say all six without looking.

1. 1"Our Botox is [price] per unit; most first visits for [area] land around [range] total."
2. 2"The goal is softening lines so you still look like you, just more rested."
3. 3"You're with a trained injector and we include a 2-week check."
4. 4"Most people start with [good]; some choose [better] or [best] for a fuller refresh."
5. 5"I can walk you through it in person and have the injector tailor the exact units."
6. 6"We can get you in [A] or [B]; which works better?"

What not to say

On duration specifically, say what the manufacturer says and nothing more. Allergan's own patient site states that results "may last up to 4 months" and that you "may start to see results in 24-48 hours with full results in 30 days" (botoxcosmetic.com). "Up to" is doing a lot of work in that sentence. Quote it that way.

Why these scripts work, in Hormozi's terms

Every script above puts three things next to the number: the result, the safety of the process, and the follow-up. That is the value equation at work. Value rises with the outcome the person wants and how likely they believe it is, and falls with the time and effort it takes them ($100M Offers, p. 49). A bare price gives them nothing to weigh the money against, so the value collapses to cost and they compare you on cost alone.

The same page describes the price-to-value discrepancy: people buy when what they get feels bigger than what they pay (p. 49). Stacking result, reliability and a two-week check into one sentence after the number is how the front desk widens that gap in a DM. It is also why the cheap clinic loses even when it wins on dollars: a low price with nothing attached signals risk, while a clearly explained premium price signals competence (p. 50, p. 52). Script 12 is that idea in two lines.

Scripts 3, 4, 7 and 12 run the objection loop. Acknowledge first ("totally get wanting the best price"), isolate so you know what you are actually solving ("besides cost, any other worries about treating [area]?"), overcome with the three things you always have (safety, a natural result, the follow-up), then re-ask with two options rather than an open question. The order matters. Overcoming before you have isolated means arguing with an objection they did not raise.

The two-slot close at the end of every phone script is the A-B close: "[day] at [time] or [day] at [time]?" Either answer is a yes, and the person is choosing between times rather than between booking and not booking ($100M Money Models, p. 80 to 81; Acquisition.com Lead Nurture playbook, p. 30). Anchoring is the phone-only move in the section above: name the larger treatment first, then their simpler first visit, so the range they actually want sounds like the easy option ($100M Money Models, p. 87 to 89; Acquisition.com Pricing playbook, p. 54).

Why the price question is a content problem

If every DM you get is "how much", your content is attracting people who know nothing about you except that you do Botox. The scripts above will convert more of them. The bigger fix is upstream. When your injector is on camera every week explaining how they dose, why someone's brow dropped at another clinic, and what a natural result looks like, the DMs change. They start with "I saw your video about frozen foreheads, I want what you did there." Those people still ask the price. They rarely argue with it. If you want a starting list for that weekly video, the Instagram reel ideas for injectors are built for exactly this.

Where this comes from

• The scripts are our own templates, built with input from the ACQ.com advisory and tested against the acknowledge, number, outcome, question structure.
• The frameworks are from Alex Hormozi: the value equation, price-to-value discrepancy and premium-price-as-proof from $100M Offers (p. 49, p. 50, p. 52); the A-B close and anchoring from $100M Money Models (p. 80 to 81, p. 87 to 89); plus the Acquisition.com Lead Nurture playbook (p. 30) and Pricing playbook (p. 54).
• Onset and duration language is quoted from Allergan's BOTOX Cosmetic patient site and nothing else.
• Prices are placeholders because they vary by market, injector and product. Fill in your own and keep them identical on every channel.

Questions owners ask

Written by Benjamin Chua

Founder of Trueframe and Med Spa Launch. Nine years building video systems for founders and clinics, including a Melbourne plastic surgeon whose account went from 12,043 to 36,236 followers in ten weeks.