When it comes to converting new patients, an important business principle to keep in mind – one that has been completely ignored by others who advise you in this area – is the relationship between value and price in your patient’s decision process.
Simply stated, buying decisions result from first presenting prospective customers with recommendations (value), and then following with the cost (price) for those recommendations. The greater the perceived value generated from the presentation, the more favorable the reaction to the subsequent cost.
In the business world, the presenter is responsible for both steps, but in orthodontics, these duties are split between two individuals: the doctor presents value (the treatment recommendation) and the TC then presents cost (the fee and available financing options).
It’s quite simple: if the family is not sufficiently impressed with the value side of the equation – in other words, if you, the doctor, haven’t presented a well-structured, compelling case for treatment – then the fee side becomes irrelevant. You see, it isn’t going to matter what your TC does with regard to presenting fees, if the family has not been convinced to invest in what you, the doctor, just presented.
We set aside the outdated, home-grown advice your profession has been following on this subject and address the real issue to converting patients: the key to improving your conversion rate does not hinge on how your TC does his or her job in the initial consultation, and it never has.
It hinges on how you do yours.
The Doctor Consultation is comprised of the following five steps:
INTRODUCTIONS AND RAPPORT
AGENDA FOR THE CONSULTATION
PATIENT ASSESSMENT (CHAIR)
PRESENTATION OF RECOMMENDATIONS
We begin with a one-hour training session via conference call; handouts and all learning materials, including suggested scripting sets, are provided: Drawing on our experience in working with thousands of business owners and professionals in over sixty industries, we focus our expertise on your presentation and delivery skills as an orthodontist. You will learn:
With many consultants, you are largely left to your own devices to implement what you have been advised to do, and the engagement ends at that point. With us, it is just the beginning.
Twenty-five years of training thousands of business professionals has taught us the importance of a process to ensure that the material we teach is not just heard, but also implemented. This is the key to getting results from your training investment.
To that end, we have your TC record, with visitor permission, your new-patient consultations on video. We use these recordings to both preview your existing skills prior to the first training session, and then, following training, six of these are reviewed on the following schedule over twelve months to assess your progress and ensure permanent improvement.
Pre-Training Video Review and Current Assessment
Conference Call Training Event (One Hour)
Month 1 Video Assessment Review (30 minutes)
Month 2 Video Assessment Review (30 minutes)
Month 3 Video Assessment Review (30 minutes)
Interim Progress Report – Strengths and Opportunities (30 minutes)
Month 6 Video Retention Assessment (30 minutes)
Month 9 Video Retention Assessment (30 minutes)
Month 12 (Final) Video Retention Assessment (30 minutes)
At the end of this process, you will maximize your ability to start new cases by delivering optimal value to your visitors in every step of your new-patient consultation. Permanently. And, as with all of our work, your satisfaction with the entire process is unconditionally guaranteed, and you may cancel the program at any time without any further obligation.
Best of all, your satisfaction with the entire process is unconditionally guaranteed, and you may cancel at any time with no further obligation.
Schedule a complimentary, no-obligation phone consultation with program creator and facilitator Landy Chase by clicking Here
Our staff and all three doctors agree that this has been the best consulting experience we’ve ever had. The coaching program and quality of content were fantastic and directly led to major improvements in our new patient process. The skills of our treatment coordinators and front desk have permanently changed for the better, and we’re seeing our treatment acceptance increase as a result.
Not only do I feel much more confident in presenting fees and handling objections, but I also have seen a significant increase in my case acceptance since working with Landy.
New to the position of treatment coordinator, I’ve found the closing skills material an extremely valuable training tool. It has enhanced my exams and my close rate continues to increase!
What a great day it was for all of us here! Your presentation was great and left us full of enthusiasm for getting the job done. It is such a wonderful resource to be able to call on you for help. These days, more than any other time, demand excellence in presentation and closing skills. I feel as if we well armed and ready to prosper! Thanks for a great day of learning and fun!
I am very much in favor of the typed AGENDA. I often feel that sometimes when we walk out to the reception area to get the patient for the ie picture/photo they just don’t know what is going to occur. I also feel that this conveys to them that we are very organized in every way. I firmly believe that patients/parents feel comfortable then they know what is about to occur at the appointment.
Thanks for allowing us to take part in this training. I learned a lot of informative information.
Will the value I receive justify the investment? Within your practice, the answer is largely dependent upon your ability to persuasively show your prospect that treatment with your practice is a wise business decision and investment. What a wonderful opportunity not just for our staff to improve our own skills. A true win-win day. I am so grateful to be a small part of this goodness. Thanks again.