Dentists should take a lesson from
restaurants. When a person enters a
restaurant it can be assumed they are hungry and want to be fed. They selected a specific restaurant due to
menu options, entertainment, atmosphere and location. Many of these factors are related to
marketing and advertising, but once a patron is in the door – they want to be
fed.
The waiter or waitress can take one
of two approaches in how they serve the guest – take an order, or assume the
sale.
Take an order:
“What can I get you? A plain burger? Can I bring you a glass of water?”
Assume the sale:
“Hi, I’m Angie! Welcome to Sam & Ella’s. Have you been in before? Well, you’re in for a great meal. My favorite is our Double Bacon Cheese Burger. It’s a 6oz of ground sirloin and the kitchen cooks it to perfection. I recommend a side of our Sweet Potato Fries. They’re a little more, but go great with the burger. Great! We prepare them fresh, so it’ll take about ten minutes. If you’re hungry, I recommend starting with our Jalapeño Cheddar Potato Poppers as an appetizer. I can have them right out. Can I start you out with a tall draft? Excellent! Give me just a minute and I’ll be right back.”
Angie could have simply brought the
customer a burger and a glass of water, but instead, she recognized it was her
sale to lose. By making recommendations
she doubled the sale and made the guest feel welcome.
What Does a Restaurant Have to Do With My Practice?
When a prospective patient calls
your practice your staff needs to assume the sale. People do not “browse” dental practices like
a gift shop, they call because they need service. Your staff needs to understand the caller
WILL select a practice to perform a procedure.
Their job is to insure the caller selects YOUR practice.
Too often, dental practice team
members get locked into their “title”. “I’m
just the receptionist.” Or, “I’m just
the hygienist.” Neither comment is
true. As we discussed in our previous
article, all members of the team need to “Pitch the Practice”. The first person who “meets” the prospective
patient will determine if they purchase from you – your receptionist, or “Practice
Concierge”.
Why Practice Concierge?
Your receptionist is who the
prospective patient perceives gets things done.
They provide answers regarding pricing, insurance and availability. They are the person who can “get them in”
when the patient is in pain. So you need
to empower them to actually make things happen instead of saying, “Let me
check.” Every second a prospect is on
hold is an opportunity for them to hang-up and call another practice.
The telephone (and walk-in)
greeting will set the tone for the remainder of the conversation. Instead of, “Doctor’s Office”, the greeting
should be:
“Hello. Thank you for calling Dr. Smith’s office. This is Angie. How can I help you?”
This short greeting welcomes the
prospect, thanks them for selecting your practice, identifies with whom they
are speaking, and asks how your staff can be of assistance. Patients will appreciate the greeting, and
prospects will be made to feel they selected the right dental practice.
A prospect will ask one of three
questions: “Is the doctor taking new
patients?” “Do you have any appointments
available right away?” And, “How much
does [procedure] cost?” How much is
important,
“Wisdom teeth cost $XXX per tooth. I have a consultation appointment available with the doctor tomorrow at 10:30 in the morning. He’ll take x-rays and perform an exam. Can I schedule you for tomorrow?”
Instead of simply answering the
question and allowing the prospect to call back, Angie understood if they are
calling for a specific procedure they want it resolved. She assumed the sale and booked the
appointment. Once a prospect is in the
exam chair, they just became YOUR patient.
You now have the opportunity to cement the relationship.
An empowered “Practice Concierge” can
assume the sale. They have the
flexibility to answer questions and work a prospect into the schedule. They can “make it happen” for the
prospect. This lets the caller know the
entire team wants to help them feel better.
It tell them you are a doctor who cares.
No comments:
Post a Comment