As a LASIK / Cataract / Elective Surgeon who would like to book more cash-pay, high-ticket, premium procedures, it’s important to first acknowledge one common roadblock that may be standing in your way:
Giving Prospective Patients TOO Many Options.
Why? Because OPTIONS grind the patient journey to a screeching halt. Too many forks in the road, too many ways to possibly make the wrong decision, too many perceived risks.
Or at least that’s how prospective patients see their options. And perception is reality, at least in this case.
And I’m not just talking about options for different procedures. Although that is a big one.
1. Anytime your team is continually answering questions on the phone (which means they are not taking control of the conversation), they’re essentially giving options to the prospective patient.
Rather than leading them to the next step, we’re overloading them with random information out of sequence. They end up even more confused than when they first called, more things to think about, paralyzed from taking the next step.
2. When we don’t take the leadership role during the consult, and fail to show patients we are the CLEAR choice for their procedure… by default we are leaving them with options.
They think we and the chain center down the street are essentially the same. Same procedures, same possible outcomes… And they ask questions like “So why are you guys so much more expensive?” They don’t get the difference. Why should they? We haven’t shown them.
3. And of course, when a patient qualifies for multiple treatments and we give them the option to choose, we put our responsibility as medical professionals on their shoulders. “Here you figure this out.” No wonder they balk at our premium prices!
Options lead to the slow death of so many opportunities for you to help patients.
Prospective patients don’t need options, they need leadership.
Give them leadership, and they will give you their trust and their hard-earned dollars.
The second E in our E3 Conversion System Sales Coaching program is “Exhibit Authority.” It’s all about being the type of leader your patients need in order to make the decision that’s right for them (i.e. the decision to choose YOU for their care).
Increase your leadership = increase your conversions. This goes for everyone on your team.
We teach a simple, straightforward “servant leadership” approach, so every one of your patient-facing team members knows how to exhibit the appropriate leadership for their position.
In fact, we frequently have clients who will begin learning this leadership approach and start using it successfully within hours to book patients.
And in our private coaching ecosystem, we lead your team through this (and many other) coaching workflows for less than the price of one premium cataract eye per month.
First step: we need to talk, see what’s going on with your practice and what you actually need to succeed. If we can help you, we’ll talk about what that will look like.
So if you’d like to have a chat about gaining / maintaining your position as the LEADER in your market, book a call and we can find a time to connect.
– Coach Troy