Rhinoplasty Clinic in Guildford increase appointment conversions by 73.3%

We have just concluded our 2nd training cycle with a Guildford plastic surgery clinic specialising in rhinoplasty. The focus of this training was on personal sales (consultation sales training).

Chart-for-case-study

Problem

Prior to the training the team were converting 45% of their appointments (without deposits). This number isn’t bad, but the leaders of the clinic felt that their offering was unique and compelling enough, that they could do better than converting one of every two appointments. Further, the team was only scheduling dates, not collecting deposits on treatments. We all felt that collecting deposits would help make sure there is more follow-through, fewer cancellations and greater overall conversion rates.

Solution

We spent two days with the clinic’s staff to instruct and role-play successful consultation scenarios. This led to a significant amount of re-learning of how to conduct consultations, including the steps involved, the people participating, the questions being asked, and the expectations being made. We also spent a considerable amount of time practicing handling objections.

Results

12 weeks after training, the team is  converting 78% of their appointments (without deposits) which represents a 73.3% percent increase. Additionally, they are converting 64% of their appointments with deposits on a £7000 procedure. Previous to the training, they had not asked for or received a deposit at an appointment.

These are terrific improvements that they can feel very proud of. As a result, they have booked considerably more business in the last 3 months than they would have if they had not done the training. They have needed to increase surgery availability as a result of the increase, and now have a waiting list exceeding 3 months. The benefits of these improvements should continue well into the future.

The clinic’s return on investment is 7.23 within 3 months. What this means is that they have paid for the training 7.23 times over with the incremental gains from the training in three months.

Here’s Clinical Nurse Emma’s view of our training minutes after she completed it: