Thank you so much for joining us today. We are going to go ahead and get started. This is Inca Hanson, editor of metastatic magazine. If you have any questions during the webinar, you can type them into the question box on the right hand side of your screen and at the end of the presentation we’ll be able to answer those for you. And today we’re going to be talking about how you can leverage your people, processes and tools to deliver a world-class patient experience. Our presenter is Corey OJ. He’s the national executive for crystal clear digital marketing and Corey specializes in educating aesthetic physicians and their staff on how to grow their businesses through effective digital marketing. Welcome Corey.
Hey, ain’t good. This is so awesome to be with you guys again today. So looking forward to our time and thanks to everybody for jumping in. I know leveraging your practices, people’s processes and tools. I’m thankful so much to you guys for putting these things on and just to be a part of it. It’s been great this past year. So looking forward to today. Now again, my name is Corey OJ, national executive of crystal clear. I do about anywhere from 20 to 30 national conferences in the medical and aesthetic space and tend to the medical and practices that range anywhere from plastic surgeons, dermatologists, med spas, and pretty much every hybrid in between an a med spa. And um, today’s topic is really going to be jumping into and really, really focused on your people processes and tools is going to feel like kind of like a huddle at the end of the fourth quarter with the Patriots down two touchdowns kind of a thing. This is really about your people rather than being a pragmatic on with SEO or Facebook and email marketing, all those things are important. What we know is that the most powerful and most important component of any good marketing strategy is actually, and that’s we’re going to get into, so let’s jump right in.
Let’s do a quick little self-assessment guys. So before you can provide any aspect of the practice. Yeah, take a self assessment and we really have to be first willing to look at the true state of the union. And what’s actually happening, what’s really going on. And this time of year is a really good time to do some assessment and everything, right? Life goals, finances, family, friends, relationships, business, all of that. And particularly your marketing. What is it doing? What am I getting back? How much have I invested? What is it gotten me? So we really have to look objective at these things and take a true self assessment and get a really good read on all these things. And simultaneously we have to consider the principles. Nothing is good or bad until it is measured and compare. You know, what are we actually getting? Do we have processes in place to actually measuring the things that we’re actually executing?
Because we like to say crystal clear. And in most business it’s not an unfamiliar term to you. You absolutely cannot manage what you don’t measure. So if you’re not managing or measuring, there’s a problem. And the key is our ability to separate facts from feelings and making good business decisions. Decisions, I mean just in life, right? If you think about how it is we have to make decisions and process information. Are we going by primarily feelings or facts? And I can’t tell you, you know, even just in a shorter amount of time that you know, we’ve been doing this since 1997 even still, people base all of the decisions on who they’re working with as a marketing company, what they’re getting, how it looks, all primarily based on feelings. And in this industry we have that we have got to be married beautifully with data and design.
Marketing can no longer be feelings based or design based or you know, kind of going on a whim with feels good. We’ve got to really try this down and make sure we have a culture of separating our facts and feelings in organizations. Very, very important. Very, very important because there’s no marketing strategy on the planet that can replace or overcome a lack of passion or lack of commitment to growth because professional results are really based on, you know, your, your people’s performance is based on what the actually do as the baseline, but there’s no marketing strategy on the planet that can replace or overcome passion, limited commitment to growth, professional results oriented treatments, world-class service, caring staff and a will thrown, no consultations, community involvement and have a good business practices. You know, this right here, this quick little statement is the baseline for everything.
Stop your people. Now why? Because really ultimately success in the modern modern marketing industry and in the management and sales ecosystem is a function of a series of conversions. And those are the things we’re going to be hitting on today. Now, what is conversion and are we just feeling like conversions happening or do you just have this sense that, Oh, I know that my team is converting at 100% of the phone calls that we get from the website. I hear that so much and it drives me insane because I know just from data, but that’s actually not the truth. There’s no way that your staff is converting at 100% of the phone calls and forms that you get from your website. If you were, you wouldn’t need a marketing company because you could just be a referral based practice that converse that 100% the phone, you wouldn’t even need it.
But that data is not correct and I kind of chuckle every time I hear that, you know, we’ve got the best people in the world. We can convert the highest rate possible, but if you were to really look at your conversion rates on the phone, we know that the national average is conversion on the phone. It’s actually pretty low. It’s anywhere from like eight to 12% tops. So if you get a thousand leads to your website, how many actually schedule a consultation? If you just converted 10% into an actual schedule consultation, that’s a hundred out of those 100 websites. It’s a scheduled consultation, so the conversion percent on the phone would technically be 10% but we’ve never really Thailand like what is, how many people are actually scheduling and then paying you money because the ultimate conversion, which is actually getting paid money is determined by your people.
The process of that you use to move people through the statuses of new opportunity to console, done to the being considered to them, checking in. Once they check in, then this console done would be considered. After that, what happens? Do we all wait to chase them? Do have a way to follow up with them from beginning to end. All the way from new opportunities that comes into the website all the way to procedure complete. Put the ultimate conversion meaning who actually pays you money happens and is driven by your people. Processes and tools. So success in the modern marketing and sales ecosystem requires a blended strategy of all of these. You can’t just put all your eggs in one basket. We say this a lot of crystal clear and we believe this is that it takes so much more than just a website on an Island by itself to convert and retain patients at the highest rate.
And if you believe that just your website, you pay some guy, some local guy or a local company to do your website and you spend anywhere between three to 10 grand to build it depending on how much you spent with what it was and what was involved, right? But a website by itself does not convert patients at the highest rate. We know this, a paid search, paid search is another example of something that you could do, but if that’s left to an Island to itself, if you have that strategy of paid campaigns and you depend on only that, you will be wasting your, your money throwing it down the black hole of digital marketing, not necessarily knowing how many patients did I get from that. Do you have a tool in place to track how much money you made from those ads and wasn’t worth it?
So any one of these things that you see in front of you here today, they’re all an extricable. It should be tied together. They all should work together as a digital marketing ecosystem. It’s not either or. It’s not one that works more than the other. They all should be blended and they all should have. You should have a process for all of these things because they’re all important in today’s digital marketing ecosystem. And do you have a sales, very, very clear sales process behind every single one of these things because it’s not good enough to get people to find you in the first page of organic ranking on Google. Once they get there, where do you traffic them to? How do they sign up with you? How do your people engage with them to move them from a new opportunity or a window shopper on your website to an actual paid consult paying patient.
That’s what matters. So if I was to ask you guys, what is the most important component of a sexual assault? A successful strategy to increase conversion and per patient revenue retention? What would you say? If you asked what we would say, it’s actually you, your people, your processes, and the tools that you use to track, manage and measure conversion everywhere and the digital marketing ecosystem. Now let’s take a look. An average practice versus a great practice is a few numbers to consider. So what you see in front of you is an example of two different types of practices that are taking two different types of phone calls and starting to measure some of the results. In the first example, you see that a hundred phone calls and forms were taken into this one practice, 40% of those are new opportunities. This practice had a conversion rate of 25% so new patients that were acquired were 10 they had an average procedure revenue by thousand dollars and again, that’ll vary, you know, within practice.
So what I want you to really see is just the principle by which we’re starting to look at some numbers and some facts, right? So $1,000 is the average procedural revenue that we’re calculating in today for this lesson. For this particular example, the monthly revenue with that particular conversion rate would be $10,000 so an annual revenue opportunity of about 120 grand based on those metrics. That’s pretty average, right? Not too bad. But if you were to look at a great example at the same amount of numbers, but it’s different conversion rates. So let’s, so let’s look at this. 100 phone calls came into the practice phones and phone calls through the website, 40% new opportunities, 45% conversion rate. New patients that were required were 18 an actual procedure revenue about the same, the same exact thing as the previous one, but the monthly revenue increased to $18,000 monthly revenue, annual revenue opportunity at 216 so you see how your, your revenue increases just by acquiring eight more acquisitions because your conversion rate is higher.
That is the difference between average versus a great campaign. And ultimately, whether you know you have good people on the phone or you just feel it, it is not good enough to go by feelings because feelings would say, Oh yeah, we’re doing great. We’re doing awesome and I really feel that our conversion rate is at 100% well show me some data. Do you have tools in place that you know exactly because the difference between 25% conversion rate to even 35% conversion rate is a big difference in revenue. So your practice really if you want to be a rock star and really succeed and grow and scale and build from an average to a great practice, you absolutely should focus on and have him sensitive process around how you track managing, measure your conversion rate based on the people that are answering the phone in your practice.
Because the crystal clear that is all we care about and that’s what we teach. It’s how we train. We set up about 30 training videos to train our practices. They work with us very closely and partner with us to actually convert and retain on the phone at the highest level because that’s where we know most of your profit will either be won or lost in the modern practice today. So digital marketing isn’t just about a nice key website and Facebook and social media and email marketing is all about how it is that you answer that phone and convert. That’s the real conversion. So let’s take a look at this. Understanding the five miracles of lead conversion.
Now of course, your practice has to appear on the first few pages of major search engines such as Google, Yahoo, Bing. In order for the modern medical consumer to be exposed to your value and your value proposition. Do you have for teach your services, your procedures for purposes of today? That’s what we call miracle number one. Actually we’ll call it Christmas miracle number one. It’s the first impression. You know when people come to your website, before they even walk into your front doors, before they, you even know this person. What is the first impression that they’re getting from your digital presence when they’ve searched for you? What are they finding on Google ranking? So you come up as a paid ad, you come up as an organic position on the first page helps me do good reviews coming up. What are the first impression? Are you not found?
Is there no directory cleanup? No map that comes up. So there’s a lot of things that that will be, you know, at that consumer will be basing their first impression on and they may either do business with you or not. Now remember these people haven’t even walked into your practice yet. Your brick and mortar location. So making a first impression, of course it’s so important on a digital marketing platform at the first time that they search for something that pertains to your business. Will they find you? Will they find your services, landing pages, everything that you offer, offering. That is a miracle that happened and we’ve got to be intentional about we have processes in place for that to action that happened next in order for the modern medical consumer, which we refer to that as a social patient. In order for them to click on your listing, you must stand out from the multiple options offered by the search engines to the social patient.
So if all things go the way you hope they should have, the social patients should click on your listing. And the question becomes how do you get there so clear we can help you with that, but getting there requires writing so much content, you’ve got to keep that up every single day. We’re going to call this miracle number two which is the first conversion when people actually click on your listing, what do they see? So for example, if one of the terms that you want to optimize for consumers and patients to find you is Kybella or CoolSculpting with your particular tag or location, this is to it. So we want them to find you for your services and procedures from a search engine standpoint. Organically when they click on that ad, what does it actually take them to? Where are they going? What do they see as a specific ad?
Ad is a miracle. That’s the first conversion they’re connected to you. You can measure that through click rates and you’re going to know how many patients actually came to you in any given trackable period, whether it’s monthly or quarterly or whatever. We particularly like to track monthly, but that is the first conversion. They’re seeing some kind of a content from you based on a service and procedure that you offer and it should, well not only should make a first impression, but they should say, wow, they’re credible and it gives me great content. Hopefully you have a way to automate some kind of a communication to that person if they give you their information, if they take that next step. But for purposes of our steps of conversion of miracle number two, this really is the first connection before they walk into your practice. So that has to be stellar, beautifully done.
A lot of the quoters should be clear, should be not too many steps in this process. It’s almost like walking into a, you know, into a brand new fresh building for the first time. The walls are freshly painted, everything that’s beautiful. Everything should be positioned clean professionally. Well done. Written content on that landing page because that’s the first impression. Number three, ask the social patient who has clicked on your listing is directed to a specific landing page on your practice website. So if you’re optimizing an SEO search key term for cool sculpting, Providence, Rhode Island, if they click on that ad that they’re finding in the Google search listings and where are those organic positions? Hopefully number one, when they click on that, if they’re taken to a specific landing micro page on the website, marketing that particular service uniquely as its own entity because this is what we call the second conversion and your landing page must be constructed with very clear calls to action.
It should have a request form everywhere on your site, not just on your main page like we’ve talked about in previous webinars, but everywhere on your before and after galleries when they’re looking at your work, there should be a call to action, please contact me, give me your information right then and there. If it’s, if it’s on your contact page, it should be clear carrots, your information, take names, emails, what they’re interested in so you can reach them because this is another Christmas miracle. This happens. You’re in the third stage of conversion and that is measured in terms of the number of phone calls and emails that are received by your practice. This is what matters guys. If you’re paying any digital marketing company to do any kind of a Facebook or SEO or paid campaigns or your website, the entire purpose of any digital marketing is as only measured by how many phone calls and you get.
That’s it. There’s nothing else. If you’re doing an email and you don’t know how many patients came because of your email and your specialist and your promotions, the email is actually pointless. You’re actually wasting your people, processes and tools. You’re wasting the time because marketing can no longer be messaged in a bottle. Uh, we hired the web guy to do a website, but we don’t know how many patients we got or how many consultations. We don’t even really know what’s going on. If that’s happening. You have a hemorrhage right now and we’ve got to start to align your people processes and tools and the minus conversion because something has gone off base. Our mindset, our belief has completely changed and is off track. So we’re here to tell you today that ultimately all we care about, we’re training our doctors and practices is conversion matters and what conversion is at the end of the day.
Ultimately from digital conversion, you should be getting forms in phone calls, period, and that’s conversion number three. Excuse me, that’s the second conversion. That’s miracle number three. Next, the pendulum swings to the practice, so from digital conversion, which is how many website hits do we get, and then how did that translate into forms of the phone calls. Now the practice has to actually really engage, right? Because the marketing company’s not answering the phone. I can tell you this though, if I was answering you phones with the practice, you guys would convert at like a 40 to 50% rate. I was so Botox and type Bella and Juvederm and things like that. That’s called level three and I always joke with my associates that if I sold a tangible product in this stage in my life, it’d be insane. I know I love to do it, but I love what I’m doing as well.
But here’s the thing. A digital marketing company is not answering the phone for you. So that’s why your people on the phone are the most important people in your practice. They’re responsible for 80% of your new business profits. Let me just say that again. Those people on the phone at your practice are responsible for 80% of your brand new business profit. So you will either grow and scale and make more money dependent upon the person answering that phone. That is a huge thing to ponder for a second. So then the next question becomes, that’s my statement is do I really have the right people answering the phone in my practice? What actually happens when that phone gets picked up and someone comes in from the website? Are they first of all, do they have a good attitude? Are they put on hold for the first 30 seconds?
Because if something happens where a miracle happens, where somebody find you and they get a bad phone process, that’s just not good, right? I mean, you would never want that in a retail environment. You would never want that to happen to your business. So we want to make sure that we share these things up. So when dependent on Springs now from the marketing company to the actual practice of actually answering the phones from this point forward, conversion is a function of your people, processes and tools and others. No software in the world that can replace someone who is not properly trained to answer the phone or even respond to a question for an appointment. This is where the process starts to break down. You must have motivated and enthusiastic personnel responding to the social patient center or up to the social patient because that is where money will be made or not.
You know, I hear this all the time. So I do a ton of conferences like I mentioned and I had heard this, you know, from one doctor that, uh, he, um, and like, of course not gonna mention his name, but it’s, it’s amazing to me how their thinking is still the industry that they pay that person on the phone and minimum wage. They get high school kids or college kids because that’s no simple and easy rule, no big deal, and it blew my mind. I was like, wow, that’s really what the belief is that that role is a minimum wage employee rate. Just to kind of throw it in there and maybe they’ll change that staff over like four or five times a year because it’s, it’s replaceable. You know it’s no big deal. That was the biggest deal in your practice and I can’t stress that enough because we see this even in digital marketing, this is exactly where the process breaks down.
You must have motivated people that are passionate about the phone, that are, that are caring, that smile and dial that their entire purpose and goal is to make that person feel special, give the best first impression, scheduled the consultation and get it done. So let’s call that miracle number four. That’s the third conversion. How we measure this conversion is measured in terms of phone calls and emails that actually turn into consultation set. That is the third conversion and the most important. Next, in most cases that becomes the responsibility of the practice manager and or the physician. So this is all about building value in the practice and the practitioner. In other words, booking the treatment or procedure and actually getting paid swipe the square machine. And you know what I’m saying? That’s what it’s all about because the ultimate conversion isn’t just someone going onto your Facebook page and clicking like or leaving a nice heart emoji that’s not conversion.
It’s a part of the digital marketing engagement, but that is not going to pay you money, likes, comments, shares, all that cutesy little stuff that everybody is thriving on in our social economy right now is not business. Well, we can leverage those things to get more patients into the door. There is no possible way that someone’s actually going to pay you money or that’s something amazing happened because someone puts a little heart above your social media for that post that day. You guys know what I’m saying? You get it. So miracle number five, the ultimate conversion. This closes the loop on the search. The new patient because at the end of the day, your people processes and tools should be very clear on how many leads did we get from the website this month and then from there they should be very, very clear on how many people do we actually convert into scheduled consultations.
So if you had a thousand hits to your website and you converted 10% of those into actual scheduled consultations, how many of those hundred scheduled consultations can you convert into new paying patients? If you’ve got a hundred brand new forms filled out, could you convert a 20 or 30% of those hundred brand new forms and phone calls? That would be remarkable. That would be great just to start at the low base. But the baseline of everything is that you’ve got to get the right people in place. You’ve got to have a software and a tool and a process of marketing that ties all of these things together and moves these people for the right steps to actually do the ultimate conversion, which has become a thing patient for life. And then you have to keep repeating that process. You have to find new patients, you have to serve your system database and you could keep them for life and wash, rinse and repeat that process.
Let’s look at a Bulletproof service and sales presentation. Uh, I would ask you guys even that question, when somebody calls your practice, do you actually have a very clear presentation for all of your staff people that are answering the phone that everybody says the same things? It’s a similar culture. The vernacular of everything that’s being said is exactly the same. All of the pricing is articulated in the way that it needs to be. And a lot of times the doctors that we work with, the people on the phone don’t even get into the pricing until the console happens inside the practice. And I think that’s a good thing because at that point with that mindset, the only reason why the person at the practice is going to answer the phone is to really do one thing. Actually two things. Number one, have a great attitude and number two, schedule the consultation because once the console happens, now the internal office process becomes they’re building more value into the patients.
They can see the process of what’s going on at the business level, inside the practice in the price part is not handled on the phone and could get skewed because we know that people are shopping online. So if somebody calls your practice and just wants to hear about price, that is the worst thing for the person on the phone to start with. Can you imagine if I just started a sales presentation with you guys right now and maybe some of you wanted to do business with crystal clear and my first call with you was, yeah, we tried, you know, five grand a month. Wait a minute, what’s your name again? Oh yeah, right. What’s your name? Let me be personal. Let’s just not talk about price. Other people on the phone have got to have a very Bulletproof service and sales presentation for every single provider, every single service and procedure.
They should be educated on just enough to be able to push them to the consultation stage and that’s it. Do you have written answers to most common objections and frequently asked questions? That would be a really good thing to think out that entire phone process and to manage expectations based on what you want that employee to touch base on the phone and what you don’t even want them to touch up on the phone because everybody wants to be the expert. Nobody wants to say, Oh, I don’t know. I don’t really know the answer to that question right now. So if you don’t really answer that question in that position, a realtime response, they’re mostly gonna make up an answer to sound smart and you don’t want that to happen because then you can kind of sound silly. So have a Bulletproof service and sales presentation.
We’d like to call it a script. Stick to the script. There are a lot of phone scripts out there that you can actually be trained in. Crystal clear trains your people on how to answer the phone to convert at the highest level. You have 30 training videos to do that. They’re very, very short. That’s worked very, very well with our doctors. It’ll help you find new patients at a higher level and it’ll also help you retain employees because everybody’s on the same exact page. But training should be done with the script and and having a very clear presentation. You know, as you go, your processes and your communication will change, but always make sure that you’re changing and enhancing the presentation based on facts and not feelings. So for example, I guess what I mean by that is you don’t want your people to just react emotionally on the phone.
You didn’t want them to get upset if someone’s like, well, you know, I heard about your practice. You know, I heard about you know, your credibility and I saw a bad review online. You know, you always want the people on the phone to be trained to just always listen, apologize, solve, and think. That’s the small little acronym for making a lasting impression. You always want to make a first impression digitally and first impression practice. But how even the handle complaints can’t be based on feelings. It’s gotta be based on facts. So if they get that first impression in the first phone call and all of a sudden they’re just like listening to this complaint on the phone and they haven’t even met this patient yet and they’re just going off on their negative presence that they found negative reviews about your practice, how are they going to handle that?
Do you have a very scripted process that’s going to allow that negative inquiry or negative prospective patient out of the gate? Because it’s either 50 50 you can gain them as a new prospect or you can lose them right there. So make sure you change your presentation. You make enhancements in real time as you listen to your people on the phone and make sure that they’re, that presentation is always based on facts, not feelings. You know, now the risk is to become two robots. You don’t want to be robotic. You don’t want to be just, well, this is how it is. These are the facts. If you want to do business without us, that’s it and you know you don’t. You don’t want to be that. It’s always solutions oriented. It’s always emotionally connected in nature, but at the end of the day, results are results happen because you’re getting very good communication.
You’re articulating your value proposition very, very well on the phone and it’s a very clear process to do that with all of your people. Training and practice is everything training and practices essential to become a world class aesthetic practice? Don’t put it off if you don’t have a training process in place, just just start something. You know, maybe you have Monday morning you get a little dry erase board and you’ve got five people in your office and you say, Hey, this is how we’re going to answer the phone. Number one, we’re going to smile and dial. Number two, we’re going to leave a lasting impression. We’re going to listen, apologize, solve and tank. Our clients, we’re going to do it because this is important to us. Monitor and measure. I would highly recommend if you guys don’t have a way in your practice to listen to your phone calls and record them and to listen to your people’s performance and to manage it and measure it.
You’re missing out on a huge, huge growth part of your business. You know, we started doing this for our, our, our business are crystal clear. We also do this for our fall on your practices that we work with across four countries. And it has drastically changed the way that they manage their business. And because the people don’t see this as micromanaging, it’s seen as growth. Everybody wants to grow, they want to learn more, and it creates a culture of excitement rather than micromanagement. It creates a culture of, um, you know, fast feedback, frequent feedback, accurate feedback, specific feedback from a team’s perspective. And it’s gotta be timeless. So if you have a way to, to listen to phone calls and in real time, tweak that information and tweak how is it somebody may have given false information over a phone call. It’s not about having the ability to go in and close somebody, but if we cared about our employees, we’re going to care about what they’re saying and how they handle the call.
Because that is the most important job. When you want it to the phone calls, you can monitor the results. That’s what it’s all about. Not about just listening to phone calls during the day. You want to know did we get the results that we wanted? And another added benefit of actually monitoring and recording phone calls is that you can actually truly get a deep sense of what your customer wants. So the doctor, if he has a way to listen to phone calls is powerful because the doctor’s not taking all the phone calls and probably doesn’t have the time to do so. But if there was a question, if there was a concern, if there was a way that our mechanism in place that you can understand what that patient wants it before they even walk into your doors, it’s going to frame the followup phone call with them that much more effectively.
You’re going to be able to know exactly what the concerns were, how to handle it, what the next steps are and how to best market them and then just care for them overall and defining specific goals for everyone in the organization and measuring it. So if you guys came up with a goal with the people on the phone and gave them incentive, that’s powerful. Just said, Hey guys, if our practices convert at a 20 to 50% rate this month, everybody’s going to get a, I dunno, a gift or a special event that we’re all going to go attend. Or if you convert between 30 to 45% this month on the phone, we’re all going to go on a special trip as a, uh, as a staff or take a day trip to, I don’t know, that’s the escape room. And have a fun activity or give them a small little increase in their, pay them on prison kind of incentive goal programs.
They get a little bit of pay for every single conversion that each rep creation goes. You gotta be able to not only organize those results but measure them so that you can actually give incentives and you know, give a pay according to the results. It’s powerful stuff. It’s how we motivate people and ultimately just don’t put this off if you have no measurement in place and how to monitor your phone calls, monitor the results, track the conversion rates on the phone. You need to start this. Now this presentation is like again, the new England Patriots. We’re at the 50 yard line like two minutes in the last fourth quarter and we’ve got two or three touchdowns to score to win this game. Don’t put this off. Align your people, put the leadership in place. Bledsoe’s you know, you get them moving forward so that by January one you guys are ready to just go do this thing.
And here’s the huge thing. I mean there’s so much fear associated with the phone and then just the communication in general. I mean, the greatest fear is public speaking, but even more than that when it comes to sales or you know, the process on the phone, just asking for the business really does help. That’s the moment where a vulnerability happens, right? I mean, I want to do business with every single one of you on this phone and I know that I could do it really, really well. I know that I can bring you value. They get to know each other. You’ve got to understand this. I can meet them. Didn’t you guys have a practice up to understand if you can meet the need to be patient, if they’re a good fit for you and they’re learning to build trust with you and your practice.
Have you done your part on showing them the credibility of your practice? Did you lean on a digital presence and does that digital presence coincide and speak the same language of the incredible value to people you have in that organization? And once that phone call happens and then once the phone call happens, when a console does schedule, they walk into a beautifully, aesthetically pleasing location that has a nice smiling face right there at the front desk and everything is consistent to the point of procedure complete and then you ask them, we love to do business with, you said simple way and people will leave that. Do you really believe that it’s the people, processes and tools? Do you really believe that the phone process that makes or breaks your marketing because it doesn’t matter at all what I believe on this presentation, I could give you the best sales pitch or the worst sales pitch.
It doesn’t matter what I believe. The only thing that matters is what you believe and then what you act on and what you put into place. If you really believe that the phone process is the most important part of your system and marketing, you will pay those people, will, you’ll train them and you’ll do whatever necessary to make that conversion increase at the highest level. And work with a marketing company that believes that too and be like-minded because crystal clear put lots of money to training our people on the phones and we believe it’s so much that this is the missing part of marketing. This is why marketing campaigns fail. We believe this. So at the end of the day guys, this is all your practice success as all like your people, your processes and tools. I hope everybody has a fantastic season, holiday and Christmas with your families and friends and with your practices and I hope you enjoy this time questions are open and I love to do that now and go.
Great. Thank you so much Corey. Once again, we do have a couple questions to get started and if there’s anything you wanted to ask, feel free to type those into the question bar on the right hand side of your screen. Um, one question is when it comes to monitoring phone calls and training front desk in particular, how often should practice practices be monitoring or spot checking the phone calls and then how often should the staff be trained or retrained?
Yeah, good question. Really, really good question. So I mean, in terms of monitoring the phone calls, this seems like a two part question. The first part of the question is how often I’m at crystal clear our doctors, we recommend every single day. Because if you think about it, if your marketing’s working well and you’re getting anywhere between a hundred to a 500 new web forms and phone calls to the practice because of your marketing, where do all those leads go? How are you tracking them? How are you managing them? How do you know where they’re coming from and what they need? And so capturing phone calls should happen every single day and you should have a way to, to actually get all of your web forms and your phone calls in one place so you can act on them. Because here’s the thing, if you, if you only, if you only convert, so if you get a say 500 hitch to your website and those 500 hits turned into let’s say 50 brand new forms and phone calls.
Let’s say you had 25 web forms filled out, people gave name, emails, you know, number to contact them and a way to get back through web form and then you had 25 phone calls you have, you have to have a way to track that. So you need a software in place or some kind of a mechanism in place where a tool that captures those phone calls records them so you can listen to them in real time every single day and have a good handle on every single one of those brand new opportunities and not miss any of them. So every day, having a really good handle on that. We listen to our phone calls every single day.
And then the second part of the question, which I don’t want to miss, is, you know, training your people. It should be monthly. I mean sometimes depending on the need and depending on how new they are. Training could be daily if they’re a new hire. Training on the phone is a daily thing. We have 30 training videos with crystal clear in our training modules that they can go through really quick in 30 days or two to five minute long video training modules and estrange them every single day until they complete it and certify them in 30 day process that they do one per day. But they can spread that out and you know, but in terms of the phone training, it really should be, you know, maybe monthly, weekly to monthly I would say.
And when it comes to setting goals for the employees, do you recommend doing individual rewards or doing group rewards as you set goals for say a department?
Yeah, both. Those are great because you know, if you have a sales team, you know, we have a sales team, we have obviously individual sales quote, um, you know, quota and goals that we need to hit individually. I do. And every sales person on planet earth does. And then there’s the collective team goal, which is, Hey guys, once everybody hits our collective company goal, we’re doing this as a team building event or going to get this as a team because we’re not competing against each other for the King of the Hill trophy in our culture, individual sales goals is great for the individual on their own level. And then collective goals as well. It plays an individual accountability, but still a collective culture. We’re all in this together and it’s not about beating one or the other, it’s about, it’s about building this company together and that’s the vision.
And we had a question came in about I’m handling price questions on the phone. So someone’s asking how do we handle these without putting off the patient if somebody is looking for sort of a ballpark cause they don’t want to waste their time to come in for a consult if it’s way out of their budget.
Awesome question. That’s such a great question. And gosh, I get this at least every time. You know, I’m in retail, we’re all in retail. And the first thing that I get a lot of times I get tons of leads from all the conferences that we attend. And the first question is, well Hey guys, how much do you charge? Literally before I even said my name and talked about the value that we’ve provided. And so one of the ways to get over that objection while not being mean and rude is to basically, so I’ll make a little joke. I say on the phone I literally say, wow, you just asked me to marry you on the first date, you know, under and I get it, we’re in retail. So they want to know the price to make the decision. But you want to just kindly and guideline.
Just say, you know here at the practice our processes, we want to make sure that you can really make a good decision based on facts and rather than than just pricing and cause. That’s the easy part. The easy part is pricing. We want to understand your lead, we want to understand, we want you to understand our value. So, and before we give price our processes that you go through a whole presentation or consultation for us, would you be willing and open to do that with me? Pretty simple, right? So it shows the value selling or value presentation versus price selling first. And I hope that clarified. I could do a whole presentation on that. That’d be great.
Yeah, and that actually covered the questions we have right now, but I wanted to remind everyone that Cory’s email is up here on the screen so you can certainly contact him if, if you have any further questions. Um, you can also reach out to us here at metastatic magazine and for anyone that wants to share this presentation or review the information, this will be up on the metastatic meg.com website within the next couple of days. And, um, yes, so I wish you all very happy holidays and a happy new year and I thank you so much for joining us and thank you Corey for this great presentation.
Hey, thank you so much guys. Look forward to talking to you soon.