In 1997, Orange Glo International introduced a sodium percarbonate cleaning product to the public. Initial sales were made through independent distributors on the “County Fair and Home Show” circuit. Sales were modest, yet not over-whelming. Company executives felt they had a product that was a winner, but needed to find a broader audience to truly launch sales. Orange Glo found their success in 2000 with a former boardwalk pitchman – Billy Mays. From sales of just over $22 million in 2000, Billy drove annual sales to $300 million in just six years. This drew the attention of Church & Dwight, who purchased Orange Glo International for $325 million in cash.
The product: OxiClean.
How Did He Do It?
Billy Mays took a powered form of hydrogen peroxide combined with soda ash and turned it into the #2 brand in the laundry additives market. What originated as a home stain-fighter became the must-have in the laundry room of most homes. But how?
Billy Mays was the loud, likeable, gregarious next door neighbor who tells you about a great new place for pizza, the best auto mechanic, or his favorite team – and you believed him. He was the consummate pitchman.
What Does This Have to do With My Practice?
Every phone call, every walk-in, and every passerby is an opportunity for you and your staff to pitch your practice. It’s not enough to deliver the facts, you have to deliver the enthusiasm.
I heard a call answered just a few days ago like this:
“Thank you for calling [Dr. Smith’s] office.”
That was it. No name, no “how can I help you?”, no enthusiasm. It reminded me of the receptionist in Ghostbusters.
“Ghostbusters! Wadda want?!”
The receptionist gave the caller no reason to stay on the line, let alone call back. Every penny of marketing and advertising was wasted by a team member who didn’t make the caller want to schedule an appointment.
It Begins With a Smile
It is well-documented we can hear a smile over the telephone. This warmth draws callers in and diffuses distraught patients. Someone just price-shopping will remember the friendly manner in which they were treated. This will give your practice an edge over one with similar prices – but whose call was answered by someone entirely disinterested.
The smile leads into “the pitch”. Not only does the person answering the telephone need to answer the callers question, they need to “sell” the doctor/practice with their tone and response.
“I’ve got to tell you, not only are [Dr. Jones] prices for implants really good, but he is just a great doctor! Every year he attends classes on the most recent techniques to make sure every tooth is perfect. I don’t let my family go to anyone else.”
Even as the caller recognizes the pitch, they hear the enthusiasm. They want to believe you are the right choice for their procedure.
When everything else is equal, your staff’s enthusiasm is the difference between a call and an appointment.
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