Laser eye surgery chain sees their conversion rate increase by 108% after telephone sales training
A UK laser eye surgery chain with clinics across the country hired us to increase their telephone sales.
Operating for nearly two decades, this chain of high street clinics was converting 13% of callers at their call centre. Fielding over 7000 calls at the time, this represented a substantial amount of consultations booked. Still, management felt that it could improve this number with effective training of telephone staff that had extremely variable levels of capability and performance.
After reviewing recorded call data, we noticed that the call centre team was not engaging with callers by asking them questions about themselves. The high performers tended to be more naturally persuasive, whilst the lower performers simply provided answers to questions asked of them by prospects.
We trained both their inbound and outbound call centre team over a period of 4 days. The main focus of this training was to provide a structure to the team, who had not followed a sales process before.
Monitoring progress for 3 months post training, conversion rates climbed to 27% with some operators reaching levels as high as 35%. Importantly, these results were calculated on the basis of real lead counts (sales conversations). Assuming everything else being equal, the sales team improved their conversion rates by 108% and the client realised a return on investment of 137. We estimated their incremental gain from training was £2,205,000 over three months.
Meet our Founders
Founder & Fractional CMO
Rod co-founded LiveseySolar and acts as a Fractional CMO for our customers. He’s on a mission to help transform the lives of 10,000 people with vision correction surgery by 2024. To achieve that, he inspires his customers to make confident decisions that will help 50,000 people take the first step towards vision correction.
LiveseySolar completely transformed the way we were approaching this… We’ve gone from having just the dream of having a practice to having a practice up and running with people making inquiries and booking for procedures… It’s extremely pleasing. We feel lucky we connected with LiveseySolar.
— Dr Matthew Russell, MBChB, FRANZCO, specialist ophthalmic surgeon and founder of VSON and OKKO
Founder & CEO
Laura Livesey is the co-founder & CEO of LiveseySolar. She has developed powerful refractive surgery marketing systems that increase patient volumes and profits for doctors, clinics, and hospitals, since 1997.
Rod and Laura know as much about marketing surgery to patients as I know about performing it. They are an expert in the field of laser eye surgery marketing. They know this industry inside out. I believe that they could help many companies in a variety of areas including marketing materials, sales training and marketing support for doctors.
— Prof. Dan Reinstein, MD MA FRSC DABO, founder of the London Vision Clinic, UK