I wanna get practical with you today, my friend. Let’s talk about which sales objections you should actually work to solve.
“You mean I shouldn’t try to solve them all?”
Nope. Because most of them don’t deserve your attention.
For example, the random patient whose husband is an engineer. He’s researching all the lasers in town and won’t allow her to book a surgery until she’s had 6 consults and waited 3 months to ensure they’re comfortable to actually do the surgery.
Yes, this happened to a client, and they asked me if we could create a word track specifically for this issue.
My question was – well how often does this happen?
“Eh, it’s actually never happened before. First time in 6 years.”
OK. So that’s not a problem we need to solve. It’s an anomaly.
Here’s the thing:
You don’t need a specific word track or plan of action for a problem that arises once every 6 years, or even once every 6 months.
The more different scripts / word tracks / if-this-then-that scenarios you pile on your phone team and counselors…
The more convoluted your process becomes.
And when you overcomplicate, you negatively impact results. Because attention is spread too thin across too many areas.
This is a big reason why we don’t train to use specific, memorized scripts. But rather we train around mindset and frame control.
If you’re addressing the prospect with the right mindset and frame, the right words tend to flow naturally.
More on common issues vs. anomalies…
Let’s say you have 3 patient counselors. 1 of them is on vacation, and then the other 2 call in sick on the same day.
That’s unfortunate, but it’s not a massive recurring problem that you should waste energy on.
BUT…
A number of common, recurring, expensive sales issues do exist in your practice.
These issues cost you thousands of dollars literally every single day, whether you know it or not.
Let’s look at a few examples…
Classic Common Objections (CCOs)
“Yeah so about scheduling my surgery – I’m actually joining the peace corps, I’m leaving tomorrow and won’t be back in the country for 6 months.” <<<< This is not a Classic Common Objection.
“I need to discuss this with my spouse.” <<<< this is definitely a Classic Common Objection (CCO).
Your team hears this objection at least once daily.
So if your team can better pre-empt / navigate / address / overcome this objection, the result could be… an extra 2-4 patients/week on your treatment schedule? No hyperbole. And that’s a game-changer.
Pricing concerns are another CCO – Whether it’s price questions on the phone, price objections in the office, comparing you to a discount competitor, etc.
Your team gets price objections daily. Learn better strategies to handle those, and that’s another chunk of patients that end up on your treatment schedule.
Another expensive recurring sales issue…
Response speed to online opportunities
Many times a day, prospects submit their info via contact forms on your website.
If your team isn’t calling them back in 60 seconds or less, the chance of actually connecting with them plummets. (Multiple studies reinforce this)
So if you don’t have a system in place to call someone back in under a minute – it’s time to fix it.
This is another opportunity where, if you get this common problem fixed, you’ll reap the rewards of more booked consults. Day in and day out.
And if your ‘system’ is simply saying “Yeah my team is supposed to do that.” <<< This isn’t actually a system. This is hope. And hope is not a strategy.
Yet another expensive recurring sales issue…
Building Unshakeable Beliefs
This is less tactical and more mindset. But it’s foundational to the premium brand you’re trying to build.
Your sales team sees ads in the marketplace for discount competitors. They hear price objections from prospects. People tell them your treatments are too expensive.
The world is constantly trying to drag them back down to the status quo. To mediocrity.
If your sales team doesn’t have a bulletproof mindset and unshakeable beliefs around WHY your practice is the best in the country…
if they aren’t secure and confident when they “ask for the money”…
Your prospects will sense the lack of conviction in your counselors.
And when there’s a lack of conviction, a lack of confidence, it’s much harder to build trust and book the surgery.
This common problem will cost you patients every single day until you fix it.
=====================
I’ll dig a little more into specific common sales issues over the next few days.
Do me a favor: reply to this email with a common sales issue that you face in your practice.
It can be similar to the examples I listed here, or a completely different issue.
Let me know what it is and what questions you have, and I’ll address it in an upcoming message.
Troy “Fix the Common Problems” Cole