David Schwab, Ph.D. Team Training Video Series Meeting 3: Converting Internet Inquiries into Leads MEETING DESCRIPTION: This meeting begins with the secret statistic that is costing the practice money. Don't worry. Once you identify this issue, it is easy to track and then improve. The video portion of the meeting then gives you great information regarding how Internet patients are different. It is one thing to take a call from a potential new patient who is referred by another patient or (in a specialty practice) another dentist; but quite a different skill set is required to handle calls from patients who find you on the Internet. The video explains how to handle these calls using the L.E.A.D. system, which stands for Listen, Empathize, Assure, and Direct. You will also get tips on how to handle the cost question. While these tips are designed to help the administrative team who answer the phone, they are also very useful to all members of the team, because patients need guidance and ask questions in both the front and the back. For the discussion portion of the meeting, you will be asked to apply what you have learned through role playing. When you practice a new behavior, it becomes more natural and you are more likely to apply specific verbal skills to real-life situations.
David Schwab, Ph.D. Team Training Video Series Meeting 3: Converting Internet Inquiries into Leads AGENDA/HANDOUT Secret Statistic That is Costing the Practice Money: Potential new patients who but do not. Why Internet Callers are Different: 1. They have limited. 2. They are often. 3. is often not a high priority. 4. They are often. 5. They are often do not _. 6. Some are not. Answers to the Cost Question: 1. Explain that all treatment starts with. 2. Provide a if asked. 3. Doctor will. 4. When you come in we will give you a. 2
L.E.A.D. Listen I am here to. In case we get disconnected, may I please have your? [Patient says they have been missing teeth for years.] What prompted your call? Echo technique: patient s key points. Empathize [When patient reports problem or discomfort]: I am. You did the _by calling. The doctor will do a exam and advise you of your. 3
Assure The doctor always provides a. He or she is. We have a facility and we offer the latest treatment. The doctor will. Direct We want to get you in. Offer _appointment. the conversation; know how to answer the question. Goal is to end call _. Use statements. Facilitator: There are software systems and companies that will record incoming calls. The options are too numerous to list and subject to change, so you will need to do an Internet search and find a way to record calls. You should lead the group in role playing. Here are three scenarios/scripts to use to start role playing sessions. Each script is a different patient calling the practice on the phone for the first time. 1. I am calling to get information. I have heard about [implants, orthodontic treatment choose a procedure in your office] but I really don t know where to begin. I have been online and the more I read, the more confusing it becomes. I really don't know where to start and I don t want to spend a lot of money but I think I have to do something. 4
2. I have a tooth that is bothering me. I don t know if it s just one tooth or it s because of my old bridge. It s really not that bad and I am not really in pain, but it just bothers me, you know? I was hoping that you could fix it but I have to tell you that I am one of those people who is afraid to go to the dentist. I put it off because I just don t like things like needles and drilling. I guess you get this all the time, but I don t want the tooth to bother me anymore but I just don t know what s involved with getting it fixed. 3. Hi, I m looking for a dentist to do [implants, orthodontic treatment, crowns choose a procedure you do] and I need to get this done soon. I went online and I found coupons but no one was really close to me so I am calling you. I don't have a lot of money to spend so I was hoping you had some kind of deal going now. For each scenario above: One person plays the patient and another person plays the role of the team member who answers the phone. The patient reads the script provided and then both players improvise. When the phone answerer asks a question, the patient should come up with an answer. Team members who observe the role playing should note whether the person who plays the phone answerer touches on each of the four elements we discussed: Listen, Empathize, Assure, and Direct. The patient needs to reinforce the points in the script but not be unreasonable. When each role playing round is done, first tell the team member who played the phone answerer what they did right. Ask them what they could have done better and then offer constructive suggestions for improvement. Go around the room and give everyone at turn at both parts, time permitting. Fill out the Meeting Three Action Plan. For information about seminars, in-office consulting, or videos produced for your practice, contact: David Schwab, Ph.D. davidschwab.com 5
David Schwab, Ph.D. Team Training Video Series ACTION PLAN Meeting 3: Converting Internet Inquiries into Leads Date of Meeting Action items: What specifically will be done? List the action items and put completion dates and the name of the person responsible for implementation next to each action item. (Some meetings will have only one or two action steps; others will have more.) 1. 2. 3. 4. 5. Cost (if any) Accountability: date progress will be reviewed: 6