One of our primary areas of focus is working with clients to build the Who, What, When, Where and Why of their outreach processes with prospective patients.
A lead comes in to the practice – What do we say? Who says it? When do we say it? How do we approach it differently from lead source A, B, C, D? How/who/when do we follow-up? You get the idea.
But before we get into customizing all these tactics and strategies, your team needs to first understand The Job.
Everything we do centers around The Job. What is The Job of your front-line folks who are talking to prospective patients?
The Job is to get quality prospects in the door. It’s the ONLY WAY you can help them (or at least have the opportunity to help them).
That’s The Job.
And one of the most common roadblocks in getting The Job done is team members who are overly focused on “their job.” I’m helping a client with this very challenge right now.
What do people think their job is? Depends.
- “My job is to answer the phone.”
- “My job is to answer questions.”
- “My job is to be a receptionist.”
- “My job is let people know someone will call them back to schedule.”
- “My job is to touch base with our leads.”
It’s funny because you have great people who hone in on a specific bullet point of their job description, and act like that’s their sole purpose at your practice. They limit themselves.
But “their job” is not their job. Their job is The Job.
Remind them of this. Remind them of the mission. Remind them of what we’re actually trying to do (help as many people as possible live their best lives).
To do The Job, we have to think outside box, pivot, do something a little different as necessary.
We also have to grow, develop, get comfortable being uncomfortable from time to time.
And we all need our “Radars On, Antennas Up” (nod to the infamous Ritz-Carlton customer service training) to meet and exceed the requirements of The Job.
When your crew understands The Job is getting quality consults in the door… and that their job is The Job…
They can reach new levels of clarity and confidence about how to get The Job done.
– Troy “On The Job” Cole
PS – My favorite “Do The Job” song is “The Business” by Tiesto. We jam it before every baseball game. What’s yours?