One benefit of working deeply with refractive practices across the country (and having a network of rockstar industry folks): we get a great vantage point to identify trends and arising opportunities.
And this is an advantage because it allows our clients to jump on good opportunities early and reap the rewards. And on the flip side, we can also see upcoming pitfalls our clients need to AVOID so they can continue to grow and be successful.
(Avoiding mistakes is often the more important of the two. Check out The Road Less Stupid, a whole book on this concept)
I’m seeing a common theme that’s concerning me, not so much with our clients but in other practices I talk to. And it’s time for me to sound the alarm…
I call it the “pigeonholing of sales.” Which is this too-common idea that sales within a practice happens in the confines of a small, specific department – the surgery schedulers.
(Some practices think sales has NO place in their office at ALL, which is WILD. Keep reading to find out why…)
For example, a practice will reach out to us to train them to book more surgeries, and we’ll talk about who on the team needs the coaching.
“Our patient counselors.” Yes, AND…? “Just them.” Therein lies the issue.
While these folks might have the most visible sales element to their job role, let me be clear:
EVERY person in your practice is selling SOMETHING.
They just aren’t selling in the traditional way you might think of selling.
“My phone team is in sales?” Yes they are, they’re selling a consult.
“What about my techs?” They’re selling your process and trust in it.
Front desk sells experience. Counselors sell dreams and logistics.
“Even my doctors!?!” YES, even them. They sell authority and confidence.
Of course I could go another 1,000 words on each of these, but you get the point.
EVERYBODY in your practice is selling SOMETHING. And each of these “sub-sales” engagements all drive toward the ultimate conversion – the conversion to surgery.
To do this effectively, you must check certain boxes. Each team member needs to know:
- WHAT they are selling in their position
- WHY they are selling it
- HOW to sell it
And all that packaged in such a way that everyone is actually excited to do their particular sales role (not hesitant or anxious)
Do you see why “just give them a script” isn’t nearly enough to get your team where they need to be? It takes so much more than reciting the ‘right’ words…
Because everyone needs to be on the same page and everyone needs to be able to check those 3 boxes for their specific roles. 👆🏻
That’s what it takes to create a winning, dominant practice culture and brand.
And my hope is after reading this, some people are like “Ok, you made me think a little differently about sales.”
That IS the point. It’s the same “think differently” approach we take with our coaching clients, and it’s what we teach them to do with your prospective patients. (h/t to Apple)
A person may not be interested in working out, even if they know it’ll be good for them. BUT if I can help them think differently about working out… then make it easy for you to do… they’re probably in (or at least willing to give it a chance.)
So we need to help your team THINK DIFFERENTLY about their job roles and how it relates to surgery conversion, and make it easy for them to do their “sales” role. And you can book more consults and surgery.
We are preparing to launch our new Cataract Conversion Bootcamp, where one of the key components is diving into everyone’s sales role in the practice – the details on the what, why and how, AND how to be totally comfortable and confident in it.
For our current Coaching clients – this is included in as an elite member of our E3 Coaching Community. For anyone else, we’re opening up 5 spots for your team to come in and get a masterclass on cataract conversions over the next several weeks, just in time for Cat Season.
So if you are interested in one of those spots – if you wanna maximize your advanced technology conversions for cat surgery this fall – reply for more details and we’ll make sure you’re a good fit.
Go SELL something today…
T-Cole