Exclusive laser eye surgery clinic in London increase their sales conversion rate by 83%

Background:

A group of Laser Eye Surgeons wanted to increase their conversion rates on the phone.

The Problem:

Before training, the salespeople converted 1 in every 5 leads, or 21%. To help increase this ratio, we conducting mystery calls to evaluate how salespeople were dealing with enquiries over the phone. Further, we sat in consultations to observe behaviours along the customer pathway. Our standardised call quality tool revealed that process improvements could be made in several areas, especially in information gathering and building relationships. Further, we found inconsistency in closing approaches, and objection handling, which suggested routine training in these areas might improve conversion rates.

The Solution:

After preparing a customised training program to address their selling weaknesses, we delivered a training program that was constantly delivered over 4 years and included nearly every member of staff.

The Result:

Conversion rates have risen consistently after training sessions. Before training, the clinic converted 18% of leads into patients. Today, the clinic converts 33% of leads into a patient. This is a conversion rate percentage increase of 83% without a reduction in the quality of leads presenting at appointments, and without spending more money on marketing.