Troy Cole — Sales & Communications Coach for World-Class Refractive Surgery Teams. Based in DFW. Deployed nationally.
THE INDUSTRY NEEDED SOMEONE TO SAY IT.
I got into elective surgery marketing almost two decades ago. And almost immediately, I saw the same problem playing out in practice after practice across the country: brilliant surgeons and exceptional outcomes, but teams who hadn't yet grasped that patients need to be led (not just informed).
The sale was the problem.
Not because the teams were lazy or incompetent. Because nobody had ever taught them how to sell the right way — how to communicate value, handle objections, and guide a prospect to a decision without resorting to pressure tactics or discounting their way to a booking.
So I built the framework. Tested it across hundreds of practices. Refined it call by call, consult by consult, surgery month by surgery month. What emerged became the E3 Conversion System — the most comprehensive sales training program built specifically for refractive and premium cataract surgery teams.
The results speak for themselves: practices increasing conversions 15-30% or more. Teams breaking their own records within weeks of starting the program. Surgeons finally raising their prices — and watching their conversion rates go up, not down.
I'm Troy Cole. I run LogiCole Consulting out of DFW and work with practices across the country. If you're serious about making your team a revenue engine instead of a revenue leak, I'd like to talk.