How Your Practice willINCREASE REVENUEBy Having An Effective Phone Plan<br />Download slides at twitter.com/aesthetics360<br />
Why Are We Qualified?<br />We have taken and managed over 1 million elective surgery calls for over 250 practices nationwide<br />Over the past 8 years, we’ve created systems that have helped hundreds of practices improve call handling and turn more prospects into patients.<br />
What Do We Do...<br />Elective Procedure Call Handling<br />ACEtm- Actual Consumer Experience- phone quality control training and management<br />OptiTracktm- Web based contact management and phone scripting program<br />“Secret Service”- mystery shopping<br />
Our Goals …<br />Understand current trends in the industry and how they relate to elective procedure call volume<br />Learn why “skills development” for your team is vital in consumer communications<br />Share some concepts and tools for call handing improvement and phone conversions <br />
Recent Trends<br />Elective procedure call volume started to drop off May 08<br />Practices reacted to slower conditions by reducing staff<br />More pressure is put on the existing staff members to handle more responsibilities<br />This all comes at expense of good customer service!<br />
Poll<br />What has happened<br />with your staffing <br />over the past 12months?<br />
Recent Trends, cont.<br />Call volume rose in Jan due to flexible spending accounts<br />Call volume in 2009 remains at an elevated rate FOR THOSE WHO KEEP ADVERTISING<br />Facilities that have cut marketing budgets have experienced an immediate and precipitous drop in call volume<br />
Poll 2<br />What has happened with your<br />marketing over the past 12<br />months?<br />
Poll 3<br />Where are you spending your marketing dollars?<br />
We’re getting calls, how come nobody’s having a procedure?<br />Why don’t people have a procedure at the first practice they contact?*<br />*survey completed by American Network <br />
45% did not book due topoor customer service<br />Contributing Factors?<br />Patients felt they were kept on hold for too long.<br />They had to repeat information to multiple representatives.<br />They felt the representative was not knowledgeable or could not solve problems.<br />Responses to patient’s messages or emails were too slow. <br />
20% did not book due to lack of attention they felt they received<br />Contributing Factors?<br />Practices not adhering to the “3 Second Rule”<br />Too much time spent in the waiting room (average wait time was 30 minutes)<br />Patients felt rushed and were unable to ask questions<br />Staff was not personable<br />
15% did not book because they feltthey found a better product<br />Contributing Factors?<br />Patient seeking a practice with the “latest technology”<br />Surgeon/practice did not have a desirable level of experience<br />Practice did not have flexible office hours<br />Patient wanted a practice that offered more resources (website, seminars, etc.)<br />
15% did not book because they feltthey could find a better price<br />Contributing Factors?<br />Patient’s insurance company offers a discount for the procedure at another practice<br />Patient received a “coupon” for the procedure from another practice<br />Financing options were not offered to the patient<br />
5% did not book due toother reasons not listed<br />Contributing Factors?<br />Patient found a practice closer to home<br />Patient received a referral from a friend or relative for another place<br />Patient was not ready<br />Patient was not a candidate<br />
To Succeed In Business<br />Excellent<br />Excellent<br />Excellent<br />Product<br />Delivery System<br />Service Mindset<br />
Elements Of An Effective Phone PlanCreating the “service mindset”<br />Who answers your phones?<br />Do you have the “A” team on the job???<br />What scripting is in place?<br />What training and coaching do you provide<br />Improper training, or No training at all <br />How do you track your success?<br />Do you know if your plan is actually working?<br />
Poll 4<br />Who handles the phones for<br />elective procedures in your<br />practice?<br />
Things to remember when creating YOUR plan<br />First impressions are formed in the first few seconds of the phone call<br />93% of human communication consists of body language, tone and attitude. Only 7% on the words themselves- SMILE!<br />Customers may have already been interacting with their phone key pad with pre-recorded messages, so some of the first impression may be out of your hands!<br />
Lay The Groundwork:Fun Facts About Basic Consumer Behavior:<br />Talk to friends<br />Research on the web<br />Value their time<br />Don’t considerthemselves patients<br />Stay on holdless than 90 seconds<br />Only 15% leave a voice mail<br />If message left, will call next on list<br />
Goals For An Effective Phone Plan<br />Create Rapport<br />Capture the lead<br />Book an appointment<br />Create a follow up plan<br />
The Anatomy Of A Call- creating the script<br />The Introduction<br />Exploration- learn about the caller and their needs<br />Education- what to do next<br />Closing- appointment, or info only?<br />
Step 1: The Greeting:Proper greeting and capturing the lead:<br />“Thank you for calling …Jones Aesthetic Center …This is Bill speaking, how may I help you today?”<br />Response: “Great, I can help you with that! Are you calling for yourself or someone else?”<br />“May I ask your first name”? “Thanks (name), and how are you today?”<br />Remember….SMILE!!! <br />
Why Do This?<br />A proper greeting is polite and gives a great first impression<br />Using (not over-using) their name establishes a more personal relationship with the patient.<br />Studies show that a person’s first name is their favorite word!<br />Mystery Shop Results- 1000 calls placed<br />Greeting: 58.33%!<br />Lead capture: 3.67%!<br />
Step 2: How did you hear about us?Get the referral source!<br />Have you ever been into our office before?<br />Is this the first time calling us?<br />How did you hear about us today?<br />
Why Do This?<br />This is the beginning of establishing rapport and creating a conversation <br />Practices spend a lot of money on marketing and need to know what is working.<br />This also sets up the conversation for the delivery of the all important “validation statement”<br />Mystery Shop Results- 1000 calls placed<br />Referral source: 7%!<br />
Step 3: Creating Value:Why choose you???<br />“Do you know much about our office?”<br />“insert your bragging rights here…so you’ll be in great hands with us!”<br />
Why Do This?<br /><ul><li>This insiders view subtly instills confidence that the caller has made a good decision by calling you.
It also diminishes the need to explore fears the may have about a procedure.
We are attempting to raise the customer service expectations from basic and expected to surprising.</li></ul>Mystery Shop Results- 1000 calls placed<br /><ul><li>Value statement: 5%!</li></li></ul><li>Step 4: ExplorationEstablish The Need AndUncover the Hot Buttons<br />What procedure are you interested in?<br />What are your goals for having the procedure?<br />How long have you been thinking about having this?<br />Do you have any friends that have had it?<br />
Why Do This?<br /><ul><li>These questions show interest in the caller while also controlling and leading the conversation.-
Building Rapport-Gaining Trust-Creating Comfort- all builds loyalty to your practice.
Questions may help reveal any disqualifying conditions and/or the need for further discussion requirements for the first step
Exploring needs: 61%!</li></li></ul><li>Step 5: the “first step”Tell them what to do<br />“Have you ever been into an office to find out if you are a candidate for the procedure/treatment? “ <br />“Well your first step would be to come into our office for a consultation. <br />At your visit, we will….”<br />
Why Do This?<br /><ul><li>To set the right expectations for the visit.
Your description should match their experience.
Mismatched expectations could be wasting the time of all involved.
What will occur at the visit (brief consult or medical exam)
Any special requirements from them prior to the visit</li></ul>Mystery Shop Results- 1000 calls placed<br /><ul><li>Explanation of first step: 44%!</li></li></ul><li>Step 6: the call to actionTell them how to do it!<br />Be proactive…invite them in! <br />Assumptive close: “I have next Tuesday at 2 or Wednesday 3 available, would either of those work for you?”<br />Asking permission: “Would you like me to check my calendar to see what I have available? What day of the week or time of the day works best for you?”<br />
Why Do This?<br /><ul><li>Many offices will talk about the first step but then wait for the patient to request it.
Often, a patient is let off the phone without anything happening. </li></ul>Mystery Shop Results- 1000 calls placed<br /><ul><li>Call to action: 61%!</li></li></ul><li>Handling Objections:<br />Technology questions<br />Know your scripts and sing from the same sheet of music<br />How to present price?<br />What to say?<br />When to say it?<br />Why mention payment options <br />Some ask to see if they can afford it.<br />Extended payments<br />Others ask to see if they can use OPM.0% <br />same as cash over time.<br />
Each call should accomplish 1 of 2 goals:<br />Book an appointment<br />Capture the lead if the patient does not book<br />Have a follow up plan for mining captured leads<br />An astounding 20-30% of new patient inquiries are let off the phone with NO action!<br />
Poll 5<br />How do you evaluate your phone staff’s abilities on the phone?<br />
Thank You !!!<br />This has been an <br />Aesthetics 360<br />Presentation<br />