Dear Physician and Medical Aesthetic Practice Owner,
You attended numerous training and certification courses, hired a top notch staff, have the latest products and equipment, designed an aesthetically astute office environment, invested in a comprehensive marketing strategy, and probably hired some consultants along the way. So the million dollar question is... who’s answering your phone?
Your entire investment was focused on getting new patients in the door, but let’s face it, they just don’t walk in, they call first. Surveys show that more than 80% of all business transactions involved a phone call at one point. And, if the person on the other end of that line doesn’t have the right demeanor, personality, knowledge base and selling skills, you might as well list your lasers on eBay.
Are the associates responsible for answering your phone pleasant, easy to understand, knowledgeable about policies and procedures, know how to effectively utilize the HOLD button (if absolutely needed!), how to leave a message, how to get consults in the door, and, most importantly how to handle a difficult caller?
This is truly a marketing and business strategy you should be focused on even more so than what form of advertising you should use. Advertising only works if you can get people in your door.
At our laser clinic, we use effective strategies to help our associates take ownership of what they do. All of our associates responsible for phone calls are trained on all our procedures and FAQs of the procedures. They also need to know our website and menu of services inside and out. We have phone scripts at a finger’s touch and I ask them to smile when they answer the phone because it will show in their voice.
It may seem like a “Big Brother” tactic to most, but I have randomly recorded calls through our pay-per-click campaign which helps me take a quick pulse of what their strong points are (so they can be praised) and what their weak points are (so I can redirect them).
In the long run, we all win. We’re getting solid leads coming in the door and they receive bonus checks for consults they have been able to schedule from cold calls. It truly gives them a feeling of ownership and accomplishment!
So, can I call you sometime?
Author: Paula D. Young RN runs internal operations and training at Young Medical Spa and is the author of the Medical Spa Aesthetics Course and Advanced IPL & Laser Training course for medical estheticians and laser technicians.
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