How do you handle callers that only want to know the price?
How do you deal with a phone call when it comes into a practice? What do you say? How do you answer questions like “what’s the price?” I think that’s probably the most common question that clinics receive. One of the first things you want to avoid doing is surprisingly answering the question. The reason for that is that you want to take control of the conversation.
A part of learning how to answer a conversation or a phone call effectively is taking leadership, showing leadership to the person calling that your clinic is different. Answering calls is a form of competitive differentiation that we train our clinics around the world to have. In doing so, they can effectively lower their marketing budget long-term because they’re able to distance themselves from the competition by how well they treat people at every single point of the interaction.
Get a minimum data set from EVERY caller
When people call, don’t just answer the question. Instead, say, “That’s a great question; I’m going to answer that for you in a second, just in case so that we don’t get cut off, let me make sure that I get your information.”
So, you’re going to want to get information set from them. Now, you can determine what that is; every clinic’s different. But you want to determine, “Okay, what is the minimum dataset that we’re going to make sure that everybody who calls we capture so that if you get disconnected, or they do not take the next step, you can follow up with them?” So I would say, as a bare minimum, that’s the first thing you want to make sure you do now.
Maintain a Daily Sales Record
From today onwards, you want to make sure that even if they don’t go in your database, because I know that many of you only put somebody in your database when they book a consultation. So, you want to create what we call a daily sales record, which we give to our clinics. It’s a Google spreadsheet that you can use if you don’t have a database. So, you want to start tracking that information to know what your conversion rate on the telephone is.
How to take a leadership role on the phone
So, what are some other ways that you can take leadership? First, you get the dataset, introduce yourself, and then you’re going to want to ask them some questions. So before you give them the price, you want to let them know that you need to ask them some questions so that you can best help them. I think that it’s a fair thing to do. When you go into a store, if you ask for something, if somebody just blindly recommends something to you, you’re not going to trust that as much as somebody who asks you questions to get to know you and what your needs are, so that they can give you a professional recommendation.
It’s no different for a clinic!
Raising emotions is the key to raising conversion rates on the phone
You’re going to want to make sure that you ask them some emotional questions.
We train all of our clinics to go through a series of questions that gets at, why are they calling you in the first place? What do they want to achieve? Maybe it’s not even something you can help them with; perhaps they have a lazy eye… So you want to go through and figure out who they are and what they want to achieve.
Take them through a series of fascinating questions that will make them feel like you get them and truly understand them so that you increase the chances that they will take the next step and book the consultation. Because you’ve differentiated yourself from the competition and proven that your clinic’s marketing customer services are at the same high, world-class level as is your patient care.