168: The #1 shortcut to build revenue faster: Understand the mechanics behind building healthy patient relationships

Your business can get hundreds of leads on a monthly basis! But to keep the money coming, you’ll have to know the secret to keeping your customers happy. Learn more about how to build healthy client relationships in this podcast episode!

Learn to keep your customers happy and keep the profits flowing! Our team can help you get hundreds of leads monthly, but without a proper plan, it could all become a wasted opportunity. In this podcast episode, we’ll be discussing tips and tricks of the trade of how you can turn your leads into clients, build a healthy relationship with them, and set up appointments without wasting your time.

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January 6, 2022

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MATT COFFY: All right. So we have another podcast episode and we’ve got Rich on who runs a call center as a partner of ours. Rich say hello.

RICHARD: Hi, great to virtually meet everybody.

MATT COFFY: Yeah. So, you know, we’ve been working together over the last couple of months and you helping us with sales from a perspective of the client side it’s, it’s helping the clients, especially doctors and practices. Un-bundling the customer journey wants to lead comes in because a lot of the problems we have with the business of this medical, let’s just call it cat chase because, or cat herding is that patients , now we send lots of leads to clients and patients are difficult, to, bring through the journey sometimes because obviously front desks and people were working the front end of a, a medical practice, whether it’s a wellness clinic or the aesthetics shop or plastic surgery, you know, there’s a lot of things that go on during the day. And when you start running traffic to a front end of a business, it might not be necessarily ready to handle it because it’s not just one or two leads.

MATT COFFY: We’re sending hundreds of leads on a monthly basis sometimes. but most of them are getting a good, solid five to 10 leads coming in a day. And now how do you manage that, Right? And so I think Rick we’ve come to the conclusion that I think the biggest bottleneck and all the practices that we’ve worked with is the pure mechanics trying to set appointments and not waste time, between sort of working with the people who are serious, meaning patients that are serious and the patients who are not serious. Right. So I think, maybe talk a little bit about why it’s important to have the in between piece here, right Because that’s what you’ve really concentrated on with working with us, with our clients on.

RICHARD: Sure. So I mean, there’s many facets to the question or many aspects and everything to me is about relationship building. So when people were calling in to make an appointment, whether it’s for Botox or it’s for, you know, higher end, laser cosmetic treatment, they want to be, they want to feel like they’re appreciated. They want to feel that their time is being valued. And, you know, there’s, we can really look at our leads in a couple of different buckets. You know, number one, there are the leads that come in via web form. So somebody is submitting the lead and is expecting a phone call or somebody to reach out to them. you know, and to take a step back, we really need to be prepared for this. So, you know, lead generation is fantastic, but if we’re losing these leads or losing these potential customers due to the practice, not having any kind of process set up, that’s going to cause a ripple effect through, you know, are we getting good leads

RICHARD: Are we not getting good leads Or this is this customer a good our avatar or is it not? So the first part is let’s talk about the process. if you’re going to be receiving leads, you need to be prepared to receive those leads. If you’re getting web forums, you need to have somebody who is responsible for handling those incoming needs. And then what is the game plan once a week on set the best case scenario is you’re getting in touch with them right away. Somebody just submitted a lead, said I’m interested in a service. And if you can call them back immediately, and I understand that, you know, your front desk or whoever’s answering the calls has other things to do, but what’s more important than actually capturing a patient. So I consider a lead to be hot as far as, as soon as it comes in, we want to get in touch with those people as soon as possible.

RICHARD: And understanding that the longer you don’t get in touch with them, the least they become less and less excited. And the other thing you have to understand is that if they don’t hear from you, they’re going to go search for other sources. So who’s the next competitor down the street, or who’s somebody else in my area. Now, if people don’t know you, you know, this is your first introduction to a brand new potential patient. If they already know you, it should be clockwork. They’ve had a great experience with you. You know, they they’ve, they’ve done something in the past. They trust you. They, they, you know, they’re, they’re ready to come and, you know, and re give you their business. But for that first time person who has never been introduced to your practice, it’s all about the great impression. It’s the wow factor, because don’t forget again, you’re one of many in your area.

RICHARD: People have choices. What is going to make you stand out from other people? And I always say, if you go look at your practice, if you were standing on the outside, look at your practice, then put another practice on the left and other practice on the right. And they all look exactly the same. What’s going to be a differentiator between somebody picking your practice to have your treatments done versus another practice. and I believe it’s the wow factor. It’s the, you know, we answer our phones and we, we, we call back quickly. if somebody submits questions or wants to be a part and take advantage of a treatment again, it’s, to me, it’s a, it’s a speed issue. It’s an organization issue as well. somebody says they’re interested in the treatment. You do call them back quickly, but they don’t answer. So what’s the next step in the process.

RICHARD: The next step in the process is obviously having some type of followup process in place. Now I do truly believe that your front desk staff or anybody who is actually handling needs in any way, shape or form definitely needs to have some kind of phone script or, or just a script of what they’re gonna write back or when they call what they’re going to say, just to call back and say, well, hi, you, reached out to us. It’s, you know, we’re so happy. You reached out to thank you so much for giving us this opportunity. also realizing that, you know, when you’re bringing a new patient to the practice who came off, you know, some type of lead generation program, you’re on, you’re bringing their friends along with them. You’re bringing, you know, goodwill. So don’t forget you think, wow, we missed a lead or we didn’t call them back.

RICHARD: Well, you potentially just didn’t call back 15 people because if people like you and you give them a great service, you make them look amazing, feel amazing. They’re going to refer everyone to you. So don’t think of everyone as like a $250 transaction, or, you know, look, think of everyone as a new little business unit, because you know, marketing gets to X amount of people, but it’s that whole network of people that you are trying to reach in as well by giving the initial person who you let in the front door, the opportunity now to experience what you have to offer, finding a solution to whatever their issue is. I want to look better. I don’t want as many wrinkles. I want to get reduced some fat and then spreading the good word. So I was, I really started off and I just want to take another second to talk about when people call to make appointments or ask questions.

RICHARD: When somebody calls you to me, that’s the hottest lead. You know, they’ve actively engaged, picked up the phone and said, I’m really interested. And I’m interested right now. So you can have people fumbling around the phone saying, well, you know, , they don’t know what to say. It’s always thanking them for calling, getting their information in case you get disconnected and having, you know, an email address as well. So let’s say the call doesn’t work out. They don’t schedule. That doesn’t mean that they said no forever. It just means they said no for the moment. So whatever your process is, as far as, you know, emails or SMS or phone calls, which I do believe everybody loves that human touch. you have to be prepared for every situation. So every lead that falls through the cracks, because somebody didn’t answer the phone, right. somebody didn’t answer the phone at all, or nobody even bothered to get back in touch with this potential client is a, could set off a cataclysmic, you know, cascade of bad things that are going to happen. So have a game plan having in writing have people who are responsible for that game plan, and then finally holding them accountable. You should know how many leads you have and how, you know, how many of those were engaged. And, you know, what’s that looking like going into the next day, right?

MATT COFFY: Yeah. So summary is sort of, it’s the time clicking factor. We each, each second that goes by in that lead gets colder. We know that, the chances of conversion go down and what’s critically important is that we have had so many conversations with folks. This is the leads come through Facebook and Instagram and Google, whatnot, and they’re coming in and they’re coming into pipelines. You know, we obviously have a very strong system that supports all the automations in the world. Don’t make a difference when, you know, a patient is not going to return a call of text or SMS, they need to be physically engaged with. And even to a point where, I think your second point, which is critical to the summary here, which is, you know, this, the scripting strategy. And what do you say to them when you call them back

MATT COFFY: You know, as appropriate as you can be to thinking about looking at this as an operational flow, these aspects of call time back scripting, it create a difference between some practices that are significantly higher in revenue and profitability, versus those who stir a struggle. And if you are struggling right now, you probably are aware of these things that you should be fixing it. And then a lot of it has to do with mechanics. But the good thing is, it’s just like anything else you can outsource this. This is why Rich’s here and why we’re talking, because, you know, we’ve had to think about other things besides just running these mechanical operations and automation strategies to bring people through calendaring functions right off of the needs from online ads. We’ve also had to think about how do we automate appointment setting in a physical world.

MATT COFFY: And so that’s where Rich comes in. And we’ve been talking about that. This is an epidemic, with all of our clients, with most of them, we see not necessarily laziness towards approaching the callbacks for leads that have not booked themselves directly from a calendar function online. But I think we see the underbelly of the industry, which is that typically there is a physician or doctor or the group of doctors. There’s a second layer of management. That’s managing the practice. And then there’s a third layer of, of workers who are typically the people who will work the front desk and, do other, tasks. and that third layer to, to me has always been the gigantic bottleneck that we see, because it’s not necessarily a occupational strengths to have a person who’s at the third layer, be a killer salesperson that can close left and right, that does happen from occasion.

MATT COFFY: But think about the fact of the people who are literally taking in the, the edible assets of a business, the people who are literally the front lines are usually the youngest, the most unexperienced, and the weakest link in the business. And you’re letting them become potentially the bottleneck for a really good, efficient running practice. Now that doesn’t happen in all cases, but we tend to see this as an epidemic because of the fact that most of the hiring process, for let’s just say higher ended people is done at the management level and not at the front end of the deaths layer. And so that’s where Richard, I think you’ve really helped us with helping support from, for literally, you know, a third of the cost to hire somebody in the first place to run an entire sales department for a company. And talk a little bit about your effectiveness and how you feel from all those things we talked about, which is the time clock clicking as the lead comes through the scripting, the skill sets that are involved

RICHARD: Again, it’s, you know, your business is every business is , has a sales engine. And your know, sales is really what makes your engine tick. And of course on the operational side, you want to have effective, medical team. That’s able to get great results. And obviously we want to treat everyone great. And sometimes it’s not so obvious, but you know, your front line is the gate keeper and welcomer to your business. So if you’re hiring somebody and you’re not training them, what to say, because you say, oh, I have so many things to train them on. I have to train them on scheduling. I have to train them on this and I have to train them on that. Well, if you don’t bring in new patients, there’s no hate to schedule. if you don’t use your tools, then you know, I’ve been, you know, we, we do call center services for many medical practices.

RICHARD: And when I go into their systems and when we get started and, and Matt with profit, and you have an amazing system, I mean, everything, just sitting there for you, what happened Email automation, SMS, automation, and notes. I would say that when I go into a practice, I’ll say 90% of the leads don’t have any notes. Nobody annotated them. Nobody knows where you are with the lead. And then we just say, well, you know, it’s just all lead. But if that’s, you know, if that’s, that’s kind of like an indicator of how all your leads are kind of being handled, the management is, you know, as important or maybe even more important sometimes to lead generation. I mean, obviously you want to get a lead, but then you’ll say, well, it wasn’t a good lead cause they didn’t answer the phone. Well, it’s only not a good lead if they say, if it’s totally not your demographic, you know, dead broke wrong part of town, whatever, whatever it might be that would disqualify somebody from your services.

RICHARD: So, and not asking any questions. And then listening to the answer is, you know, another thing that’s going to make your practice ineffective. so when people say to me, Hey, I got bad. I’m saying, well, what, what makes a bad lead Well, I was talking to him and they hung up. Well, did you call them back Maybe they just got disconnected and you have to give people the benefit of the doubt and understand that, you know, we’re in a texting, emailing society. When you’re speaking to people on the phone or even sending them an SMS, you want to reply. I mean, people want to be replied to, and, you know, as far as we’re concerned and we, we, all the things I spoke about earlier, it’s about having processes in place, you know, ourselves consultants or wellness consultants, we’re there to make sure that every lead, no leads fall through the cracks.

RICHARD: And you know, for every treatment you have, we have a phone script for every lead that comes in. We have a process on how many times the average person needs to be follow up, with which by the way, historically is about 12 times somebody needs to get 12 messages from you. Combination of SMS, email, and voice calls until they make a decision. Now, maybe not for some of your, lower end or lower revenue generating, services, but don’t forget. You’re trying to being prepared when you bring somebody in for a lower end service. The whole crux of what you’re trying to do is obviously give them results and then upsell them to hire services. So that Botox patient may very well become that the body sculpting patient who’s spending, you know, $3,000. And then, you know, I know a Matt shows you, Hey, here’s your average costs of acquisition here’s after they’d done a full treatment, what, what the acquisition was

RICHARD: You really need to think about those things. If you’re looking for a one-time customer, you know, one time while customers are pretty easy to get, if you’re looking for long-term loyal customers, it’s really going to be built on the processes that you have in your practice. So where we take the heavy lifting away from you is we schedule your appointments for you. we actually follow up with people that have not been contacted or need to be contacted through various means. We make sure that you have the best chance of converting a prospect into a patient, and it all comes down to conversion. So you could be overwhelmed and say, Hey, we’re getting too many leads. Well, if you had a process in place where you can handle too many leads, it’s a good problem to have. then you’re just going to see your revenues go up.

RICHARD: So our team is very professional. well-trained and every medical treatment as to what the questions are to ask, or just how to, you know, schedule and ask basic questions, to get somebody through the door with some of the higher end treatments and procedures, you know, we’d like to take money upfront. We’d like people to make a commitment, to put a little skin in the game, because I know that one of the biggest problems that a lot of practices have or know, shows like, oh, I schedule all these appointments and, you know, 60% of the people, you know, aren’t coming in well, what’s their incentive to come in other than getting, you know, they’re gonna get the treatment. you know, they, might’ve made an appointment with two other places as well and whatever they feel like going to on that day. So it’s, what do you do when, you know, once you schedule that appointment, what’s going to really get people through the door. You know, one thing that works really well, it’s charging them even a nominal fee and then like an appointment setting thing. And then you can just, if you have a hundred dollar treatment, you take a $25 deposit. You just credited to their account. They come in, they do the treatment, they pay the other $75. One thing I can guarantee you is somebody pays up front, they’re coming in your, your show ratio will be 99%, not, you know, 30%. So those are really things to think about.

MATT COFFY: I just want to interrupt you for a second. It’s a really important thing to think about that piece alone. As I know that there’s some trepidation from a lot of the front desk, people to ask for credit cards, right. To ask for payment information over the phone to ask for. And, you know, we have this all integrated in the profit engines that people need to do it electronically so you can send them a link. But I think it’s a stigma in the industry in medical for asking people for money up front, right. There is a, somewhat of a taboo, even for a lot of medicals. And again, this relates back to, I think, medical training, the oath of, you know, how the whole process has worked is that, you know, you should be, on the other side of the coin, you should be really not looking at sales as the way to get business.

MATT COFFY: You should always be so above board that you should need sales. There there’s been a long history in the medical profession. although that’s changed dramatically as we’ve gotten into paid cash services. And obviously, you know, we were doing an ed with you and, you know, services that are, are, are typically not insurance-based. And all the things that, you know, really are potentially high revenue services that need to be thought about from a time conscious level with what does it take when someone goes to book you for your time and they don’t show, what is that value What’s that money worth that, you know, would have been, put into your register if that person showed up. And I think that whole process of understanding that not taking a credit card, or if someone has a conflict or they say, oh, I don’t want to get my credit card over the phone.

Speaker 2: You know, th there’s a lot of variables there. and I think you look at that and, and from a front desk perspective, it does get kind of naughty. And I don’t mean Nadia as a naughty, but N K N O T T Y, which is that it can get tangled up and nodded, because there’s a lot of, you have to be prepared for what, what are you saying The person says, no, I don’t want to give you my credit card. Okay, well, there’s these built-in scripting strategies and the sales strategy is now that’s where things like what you’re doing Rich are so incredibly important because now you’ve already got the rebuttals tens of million because you’ve already had a million rebuttals. And now you can figure out is that customer attire, kicker, is that customer for real, you know, do we have just someone who’s just playing games and just wants to figure out maybe pricing information and we’re wasting the doctor’s time, the front desk time, the practices time.

MATT COFFY: So these things need to be thought about, if you are going to do especially an aggressive ad campaign where you’re potentially spending thousands and thousands and thousands of dollars to bring in all these patient leads, and those patient leads better be of the value of what you expect to get out of that. Spend a lot of clients spend a lot of money. I’m talking. If you looked at our entire deck, there’s millions and millions of dollars being spent on Facebook and Instagram and Google on a annual basis to bring through these patients. And, you know, you look at the percentage points and the ones who have done the best with us consistently have been the ones who outsourced their call center strategy, because th the, the value of having a resource that is one shows up every day, because they’re, they’re paid to show up and they’re paid because they’re paid on a different wavelength.

MATT COFFY: That’s just put it that way. Then a front desk person, and then two they’re skilled at sales, and they’re doing this times a hundred every day. So imagine if your front end desk person or your, your sales person or team, or your, your administration, who’s whatever you’re doing to, to close appointments, or to bring callback people, to get them back in. Imagine if they were doing this hundreds of time of day, instead of maybe what your practices. So you have to think of the wavelength that’s here. There’s so much more repenting repeating patterns that have been figured out that almost like a wrestler though, the wrestling tie-downs are already built there. So, and again, this having call centers is not for everyone. I’ll be the first one to admit it is a surprisingly small amount of people on our deck of clients that we have that have call center, but the ones who do typically have the best profitability, because they are able to capture more out of what is being brought to them from an ad perspective.

MATT COFFY: So their acquisition costs come down and their profitability comes up. So you, if, think about this again, I think Richie, maybe we could wrap this up cause this, this probably could go on for many, many sessions, and I think we’ll have to do another follow-up, on this, on maybe some, some objective handling and things that would be more in the nitty gritty, but I think I wanted to just bring this one last point up is that, and again, this is not to toot our own horn, but talk about maybe even your experience with doing, ed and, and how many people are willing to bring and pay upfront. Because people, I think also don’t realize that the Mo the major metropolitan areas are full of well honed well-oiled machines. Well, this that’s BAAs and centers that have call centers that take the money all up front and just drop the people in, like parachute them in already prepaid walking in the door.

MATT COFFY: And, you know, these individual, locations, especially if it’s a franchise we’re getting fed. These prepaid customers are literally just ludicrous rich on having the, all the guts of the operation of patient management done before they even get the door. And I think that’s the thing that gets me is how much effort is brought through the journey of the patient, whether they come from an ad or they come from a website or email, or wherever they come from, all the effort to get them through the door, and then they don’t buy when they come in. Right. Or they don’t, they don’t show up. Right. So I think, you know, those things being taken care of upfront. Tell me a little bit about your success in, in the prepaid world. Cause I think this is the last thing we’ll touch upon and then we’ll call it, we’ll, we’ll have another session, but I really am fascinated by just the amount of revenue that you’ve done historically, just in your travels.

RICHARD: Yeah, sure. well, it’s been actually the success of our company has been the ability of our team to be able to, get people to prepay before they come in. And, you know, it’s more of a mindset than anything else, because if you’re saying, well, I can’t ask people just because you’re not confident that you can ask people, when you may, you know, it has, you know, we make it. So matter of fact, that it’s just part of it. So great. So we agreed that, you know, you want to move forward. This, you know, today we’re going to collect X amount of dollars, which credit card did you want to use Visa, MasterCard, American express discover, and then you be quiet and just let them respond. If you’re in your mind saying, well, I’m not going to get the money. I can’t ask somebody for a hundred dollars.

RICHARD: You’d be surprised that if they trust you, because they’ve now spoken on the phone, you got a little bit of relationship and they know that, you know, your business has a good reputation. I like what they see, and they’ve done some research they’re going to pay every single time. So like for us and the services that we do, which includes a statics, but, erectile dysfunction, hormone replacement therapy, some of the higher end cosmetic procedures, you know, we’re, you know, our, my team’s job is solely build a relationship, collect their money, deliver the patient to the door. I mean, one of the really nice, if you look at your schedule and you have a bunch of prepaid patients on your schedule, or, you know, as opposed to lots of no-shows, who could have been filled with people that actually paid. so you know, everything to us is, and it’s not just to us, it’s not just the mentality of collecting money and sales we’re consultants.

RICHARD: We’re just helping you along your journey. We understand, you know, you have an issue or you have a challenge. You want to overcome it. We’re going to help you. All we ask you to do is pay X amount of dollars upfront. And then it’s not about arguing with people. It’s really about finding solutions to, did you really want to lose that extra fat around the belly, dude You really want to get rid of all those wrinkles and what have you, or you told me how important it is because you have a wedding. Oh yeah. All right. Great. So let’s get you started, you know, let’s, let’s, we’re going to process your payment for X and that’s it. I mean, we really, then we, you know, we’ll rebut, but, you know, people, aren’t the people that really aren’t serious about it are usually going to be with people that don’t want to pay up front, because think about everything you do these days, you know, you go on Amazon, you place an order, they have your credit card already, you know, you’re prepaying for your order.

RICHARD: Anything, there’s a lot of things that you do that you have to prepay before you get there. Same thing with medical. So, you know, and if you want to try it yourself, just take 50 leads and try to collect money from those 50 leads and have a phone script. You don’t have to do it for everyone, but then see and say, you know, that’s when you can say works or it doesn’t work. And if it doesn’t work, typically just made your team needs a little bit more training. And I just want to leave. The last thing is you need to train your team. So it can, it has to be a galley sales meetings. It has to be a weekly recaps. And what’s going on just to make sure everyone understands your position and understands that their job everybody’s job in the practice is to increase your revenue daily, obviously weekly and monthly.

MATT COFFY: Yeah. And I think at some point during your career, you’ve collected million dollars.

RICHARD: Yup. Yup. No, we’ve gone. Yeah. Last year we did, you know, a couple million dollars in prepaid sales. I’m sorry, this year, we’re we’re right on, right on that cost. So it’s because it’s our mentality. We started off three years ago, like this collecting money upfront. I had done this, you know, at another practice, prior to that a big practice. And I took that idea and said, let’s roll with this because it’s the best way. And everyone’s happy guy walks in, he’s already paid, or a woman walks in, she’s already paid. There’s really no song to do it. Now it’s just building a relationship and upside them and showing them what other treatments or procedures you have, that’s going to help them even more. And then you, once you got them, you got them.

MATT COFFY: Yeah. And just to put this in reference, like major aesthetics clinics, like laser away, an average, typical rep will collect a hundred thousand dollars a month in revenue, just one rep out of a call center, out of a rows and rows of people. And so they listen, it’s a $29 billion industry. there’s a lot that’s going to be going on that, transactionally wise, which will adapt to, you know, who makes the best decision. And if your company is interested in these topics necessarily certainly in touch with us. But again, we’ll S we’ll see, I think more important. Let’s start to help people and train them. And our next session, we’ll get into some more objections, you know, things that we need to help people with. You know, obviously we’re, we’re here to help and we’re here to be of value. So, those are things we’re going to do in the next episode. So thank you Rich. I’m looking forward to our next podcast and thank you, listener or watcher. If you were watching this version out with us.