1. The most important part is the bottom of your funnel not necessarily the top. Before you consider how many opportunities you need you should consider the process of converting those leads. That has a few different parts.
The process of what to say in order to eliminate fear and objection in the conversation with a potential patient.
This includes scripts and bullet points for both “selling” the value of the practice & “selling” the procedure.
As an example:
If a person called asking about the cost of body contouring/reducing belly fat I might mention our practice offers a laser body sculpting treatment called SculpSure. SculpSure is a non-invasive procedure that takes only 3-4 sessions and is relatively painless when compared to Coolsculpting. etc. As an early adopter of this new laser technology Dr X has already performed dozens of these procedures with great results, you should take a look at her work on our website under Before & After.
Not until I have explained the benefits or the practice and procedure would I give a price, period end of story. Never. That person who only wants a price is not the patient for you, and it’s fine to let them go elsewhere.
Tracking those opportunities, I usually tell people to write down what you believe it to be or your ideal 1st. So start with if I had 100 opportunities next month, how many of them would I expect to book for a consultation? Of those how many would I expect to show up? How many would I expect to book a procedure? How many of them to show up? That math might be 50 lose 5, 30 lose 5 to end up 25 people out of 100 who have a procedure and pay you money. Then you need to have a general idea of what you average patient pays you, and this can be separated between surgical & non-surgical. Image that is $3000 vs $1000. So if you had 100 opportunities 25 paid you $3000 each or $75,000 if surgical & $25,000 if non-surgical. $50,000 if an equal split of the two.
Another item we spoke about was what and how often would I follow up with someone. 80% of retail transactions are closed between contact 5-12. If you are not following up at least 5 times, you are getting far less conversions than you should. We can all debate what and how many times is appropriate but one call & one email are simply not enough. Tim my business partner actually did a video that is in our learning center (https://ccdmuniversity.wpengine.com/courses/dr-practice-manager-track/) discussing this. Retail Medicine
However my process would go like this:
If it is an email, you call them. Obviously if it is a call, that part does not apply but make sure you capture name, email, and phone number of EVERYONE you or your team speaks with on the phone.
Call within 5 minutes of receiving the lead, 1 minute if you can, but it has to be a short period of time. You are over 250% (don’t remember the specific % but it is actually over 250%) more likely to close that business if you do. If you cannot reach them or book, I would follow up via email within 24 hours with an email. In that email it should have 3-4 bullet points about the value of doing business with you. A website link to your about us page, B&A gallery, and or Reviews page. A follow up call would be made on day 3. Follow up on day 5 with another email detailing the top few things about the procedure, things that decrease fear and objections. I would repeat this 3X for a total of 6 follow ups.
Step 1 call quick
- Email within 24 hours
- Call day 3
- Email day 4
- Call day 5
- Email day 6
- Call day 7
Each email with a different “sales” message. Last email should offer a discount if you book in the next 7 days, last call should reference this.