PHONE – A Fresh Take on an Old Classic

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Ah, the phone. The original communication tool that has helped your practice make millions of dollars over the last couple of decades.

You know if you can engage someone on the phone, your chances of booking the consultation skyrocket.

(As long as your phone team is worth its salt)

Not only is the phone effective, it’s also the fastest mode of remote communication.

The easiest way to avoid a day-long, 7-email back-and-forth with someone? A 5-minute phone call.

But if we’re all just so busy, and the phone is so efficient, why is the general population “phone call-averse?”

It’s because we have become addicted to asynchronous communication.

(You know I don’t like to use jargon-y words, so let me break it down.)

“Asynchronous communication” means that someone can communicate a message to you, but you don’t have to engage with or respond to that message until you want to.

Think text messages. Emails. Instant messages. Facebook chat. These are all forms of asynchronous communication that we like and use every day.

Why do we love it so much? Because we value our time, and asynchronous tools make us feel like we are in control of our time.

Quick Question:

Do you ever get frustrated when your cell phone lights up with a call?

Be honest.

For most people, the answer is ‘yes.’ Because it feels like your life and your time are being interrupted by someone else. And we hate that.

So even though the phone is awesome…

And we ultimately want to get folks on the phone…

You may not have awesome luck using the phone to connect with your web/social leads right out of the gate.

That’s OK. We just have to get creative.

Part of that creativity is using other methods of communication.

We will get to that in subsequent sections.

A few ways you can leave voicemails for patients that will elicit responses

First, what NOT to do.

When you call a web lead, don’t go directly in for the kill, aka scheduling the consultation.

“Hey, this is Adam at ABC Eye Center, calling to schedule your free consultation. You can call me back at 817-555-2020.”

Don’t do that.

A few things you can do instead:

  1. Incorporate the messaging of the ad they clicked (if you know it).

This is particularly useful for Facebook Lead ads because when the lead comes into your email, you’ll also see a description of the Facebook ad they clicked.

So if someone clicked “LASIK – Financing Options,” incorporate that into your call-back. Example:

“John, this is Adam at ABC Eye Center. I got your question about Financing Options through our Facebook page. We actually have a special, limited-time, no-interest financing plan you might like. Please give me a call back when you have 5 minutes. 817-555-2020.”

  1. Leave it open-ended.

This is good if someone completes a self-test, and you need to get them on the phone. Example:

“John, this is Adam at ABC Eye Center, and I am looking at the results of the self-test you completed on our website. I need to ask you a couple more questions. Could you please call me at 817-555-2020? Thanks so much.”

  1. Refer to a different medium

If you have the person’s cell phone and/or email address, you can mention that you will reach out to them either via text or email. Example:

“John, this is Adam at ABC Eye Center. I got your question about Financing Options through our Facebook page. I’m emailing you a limited time, no-interest offer we have at the moment. Keep an eye on your email, and I’ll follow-up tomorrow to answer any questions you may have. Thank you!”

ProTip – Make sure you have the prospect’s permission to text before you start texting. Otherwise, you may get into some hot water with the FTC. Our web forms and Facebook ads have a way for the prospect to say, “Yes, I’m good with texting.” Make sure you have that documented for a person before you text them.

  1. Mix and Match

You don’t have to stick to a specific one of these scripts. Mix and match them. Put different pieces together.

There’s no single tried-and-true way that works all the time. Just make sure you’re using the following rules of thumb whenever possible, and you will optimize your rate of success.

Guidelines For Follow-Up:

  1. Incorporate intrigue where possible. If you can leave something open-ended or add an element of curiosity to your message, you’re exponentially more likely to get a callback.
  1. Be enthusiastic. Make sure your energy level is high. Not weirdo-bouncing-off-the-walls high, but an authentic excitement about the opportunity to help the prospect. (you are excited about what you do, right?)
  1. Urgency. Anytime you can create urgency, you’re putting yourself in a power position. Limited time offer. One more spot available. Special VIP package ends today. Create urgency in your message to get the callback.
  1. Don’t stop at one call. After your first call, you’ll cycle through the other ways to contact folks before you come back to a phone call. But just know that you will probably have to contact the prospect multiple times, including multiple phone calls, to connect and move the ball forward. Is that a pain? Sort of. But it’s the world we live in, and the patient counselors who do this will reap the rewards of more patients and more commissions.

Questions about how to integrate content marketing into your business?

Call us.

The Miller Public Relations Team

Now that we’ve covered some phone rules, let’s move on to email.

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