2. • Medical Call Center (Specializing in Elective Surgery)
• ACE (Actual Consumer Experience) Phone Training
• Boomerang – outbound patient reactivation calls and
scheduling
3. Why are we qualified?
• We work with over 100
practices nationwide
• We have taken over 2
million elective surgery
phone calls
• We work closely with
practices on the front lines
of all their business
development efforts
• We get to experience first
hand what is working
6. What we will cover:
• Inbound Marketing
Strategies
• Customer Service
Mindset
• The E Myth
• Lead Conversion
• Importance of prompt
follow up and tracking
7. What is Elegant Organization?
• First heard about this from Jeff
Jarvis author of “What Would
Google Do?”
• Describes how Mark
Zuckerberg is failing art class
at Harvard while developing
Facebook and he creates a
group toelevate grades for the
entire group
• Organize communication
around your brand
• i.e. how a watch works
• Helps raise effectiveness of
your efforts
8. What is Inbound Marketing
• Permission based
communication
• Better and more
appreciated long term
approach
• Outbound Marketing:
interruption based
9. Inbound Marketing Lessons from Phish
by Hubspot
• 1. Provide some value for
free and results will
follow
• 2. You don't have to
reinvent the wheel, but
you do need to stand out
• 3. Inbound Marketing
only gets you results if
you're persistent
• 4. Interesting content will
help you build a following
10. 5 Marketing Lessons from the
Godfather by Hubspot
• 1. Keep Your Friends
Close, Your Influencers
Closer
• 2. Give Your Audience
Offers They Can't Refuse
• 3. Don't Hesitate to Go to
the Mattress
• 4. It's All Personal, Every
Bit of Business
• 5. If You Can't
Change, You'll be Sleeping
With the Fishes
22. You will never have a price or technology
advantage again. These things can be easily
duplicated.
A strong customer service mindset is hard to
duplicate and helps make price IRRELEVANT!
24. The Customer
Service Mindset
• Apple’s sales per sq. foot are now $4,406. This is
higher than Tiffany’s and Co.
• Employees are supposed help customers, not to
sell products. A quote from the training manual:
“Your job is to understand all of your customers’
needs—some of which they may not even realize
they have.”
• Apple employees are instructed to talk
to customers in a very supportive way: “Listen and
limit your responses to simple reassurances that
you are doing so. ‘Uh-huh’ ‘I understand,’ etc.”
25. The Customer
Service Mindset
• Genius Bar employees are trained to say, “as it turns
out” instead of “unfortunately,” to place a more
positive spin on their bad news.
• If a customer mispronounces a product name or
something else, employees are forbidden from
correcting the customer. (hint hint, to all Fry’s, Best
Buy’s and other places that have ego’s running
rampant)
• Employees who are six minutes late three times in six
months can be fired.
• While Apple employees do not have sales quotas, they
are strongly encouraged to sell Apple Care and
support.
26. The Customer
Service Mindset
• (A) Approach customers with a personalized warm
welcome.
• (P) Probe politely to understand customers needs.
• (P) Present a solution for the customer to take
home today.
• (L) Listen for and resolve any issues or concerns.
• (E) End with a fond farewell and an invitation
to return.
27. Tribal Leadership-
Dave Logan
• Every organization is like a series of small towns
(tribes)
• Each tribe has it’s own “tribal culture”
• The Tribal leaders focus is to upgrade the tribal
culture
28. 5 Stages Of Tribal Cultures
• Stage 1: Life Sucks
• Stage 2: My life sucks
• Stage 3: I’m great (but
you’re not)
• Stage 4: We’re great
(but they’re not)
• Stage 5: Life is great
33. How OptiCall employed this model
• We created a web
based road map to
make sure our
counselors are
consistent on every call
• We have all the data in
one place so we can
measure.
• What you can measure
you can improve.
34. We are also a solution to help provide
consistency in your practice
36. Opportunity Cost
• According to Wikipedia:
Opportunity cost is the cost
of any activity measured in
terms of the value of the
next best alternative
forgone (that is not
chosen). It is the sacrifice
related to the second best
choice available to
someone, or group, who
has picked among several
mutually exclusive choices.
38. Poll 4:
Have you ever done a mystery shop on
your practice to get an idea of how well
you practice is converting leads?
39. Goals for an Effective Phone Plan
• Create Rapport
• Capture the lead
• Book the appointment (focus on selling the
next step)
• Create a follow up plan
40. The Anatomy of a Call –
creating the script
• The Introduction
• Exploration (learn about the caller and their
needs)
• Education (what to do next)
• Closing (appointment or info only?)
41. The Importance of Prompt Follow Up
Results from MIT Lead
Response Study:
www.leadresponsemanag
ement.org/lrm_study
42. Day of the Week:
• Wednesdays and Thursdays are the best days to
call to make contact with a lead. In fact, Thursday
is a 49.7% better day to call than the worst
day, Tuesday.
• Wednesdays and Thursdays are also the best days
to call to qualify leads. Wednesday was the top
day and was 24.9% better than the worst
day, which was Friday.
• Thursday is the best day to contact a lead in order
to qualify that lead. It is 19.1% better than
Friday, which is the worst day.
43. Time of Day:
• 4 to 6pm is the best time to call to make contact with a
lead. It is 114% better than calling at 11 to 12am, right
before lunch. (We did not feel 7-8am was a standard
work hour.)
• 8-9am and 4-5pm are the best times to call to qualify a
lead. 8-9am is 164% better than calling at 1-2pm, right
after lunch. That’s a big difference! (After 6pm is not a
standard work hour.)
• 4-5 pm is the best time to contact a lead to qualify that
lead. 4-5pm is 109% better than 11-12am. (We
consider that 7-8am and after 6pm are not standard
work hours.)
44. Response Time Analysis by Hours:
• The odds of calling to contact a lead decrease
by over 10 times in the first hour.
• The odds of calling to qualify a lead decreases
by over 6 times in the first hour.
45. Inspect What You Expect From Your Staff
• Complimentary Mystery
Shop for
WebinarAttendees
($350 Value: 5
recorded spy calls to
your practice)
www.opticall.com/site/f
ree-practice-phone-
assessment.htm
46. Thank You!
Bill Mercier - President
bmercier@opticall.com
Dylan Kemna –Director of
Business Development
dkemna@opticall.com
941-893-2400
www.opticall.com
www.facebook.com/opticall
www.slideshare.net/opticall
www.twitter.com/opticall
