Issue #10 – The 7 Steps to Making the Sale | Step 5 – The Trial Close

 

Issue #10 – Step 5 to Making The Sale – The Trial Close

Once we have established rapport, reviewed the patient’s goals & needs, “built up” the doctor by highlighting accolades, and reviewed the procedure in detail, we now begin the process of scheduling the patient for surgery, even though the doctor has yet to meet the patient. A trial close is an information gathering quest to determine budget and procedure timeframes. Without this knowledge, we cannot help a patient to plan and coordinate. Waiting until after the doctor has made a recommendation before determining timeframes, budget, and handling objections is like teaching a person to drive after an accident. The goal, indeed, is to avoid the “accident” altogether (in our industry this is equivalent to managing an objection before it arises) through appropriate education and planning. It is paramount that the patient advisor has an understanding of these specifics before­ allowing the doctor to see the patient. The goal is not to actually schedule the patient, but rather to ensure that the patient advisor has 100% of the information needed to schedule the patient – all before the consultation is complete. Follow these YellowTelescope concepts and Magic WordTracks to tease out, address, and resolve patient objections:

  • The Trial Close Question: “Any other questions about the procedure before I have the doctor meet with you? Great. Now as we likely discussed by phone, this procedure typically ranges from $X to $Y, usually falling in the middle. I understand that you will, of course, want to confirm you love the doctor before you commit, but assuming everything goes great, do you have a timeframe in mind as to when you would like to have the procedure, understanding the likely costs and your busy schedule?”
    • Answer 1: “ASAP” or “If I love the doctor, sometime in the next 1-3 months”.
      • If the patient answers in the affirmative, we have learned the following:
        • The patient has admitted they are comfortable with the prices (the 1st of just two “root” objections a patient can have),
        • They are not afraid of the surgery or the doctor (the 2nd of just two “root” objections a patient can have),
        • And they want to proceed in the short-run, which now allows the advisor to build urgency – a key to increasing on-the-spot booking ratios.
          • (EVERY YellowTelescope trained patient advisor averages over 70% booking ratios in-office).
    • Answer 2: “Well…I’m not sure” or “Not until  X  months or years from now”
      • In this case, we have learned the following:
        • First, we know there is an underlying objection (always money or fear of surgery, the two “roots” of all objections) so we can now dive in further by asking polite, probing questions, ultimately attempting to resolve the objection before the doctor spends time with the patient.
          • YellowTelescope Magic WordTrack: “Ok. No problem at all. If I understand you correctly, you would need to wait until ___ right? Let’s talk about that for a minute…”. You now have the ability to work with the patient to figure out financing plans, timing, schedule, objections from the spouse, etc.
        • Second, we know that we likely did not do our job well on the phone as we should have been cognizant of these objections and addressed them before scheduling the initial consultation.
        • Lastly, if we realize that we cannot resolve the objection today, and have learned our lesson for next time, we will skip asking for the order at the end of the consultation. This allows us to schedule every “ready” patient on the spot and does not push or pressure those who snuck through the doors with no ability to proceed, ultimately maintaining a positive, pressure-free relationship for the future.

If you have done your job well, objections are handled by phone before a patient walks in the door. Inevitably, some patients still arrive with concerns over money or fears about surgery. By performing a trial close, a low key, nonchalant information-gathering question, before the doctor sees the patient, you allow the patient to comfortably share timeframes and financial preparedness, as well as objections. This, ultimately, significantly increases immediate and overall booking percentages.

About Yellow Telescope

We help doctors grow their aesthetic or elective practices, whether they are solo practitioners or within a group practice, in exactly 3 ways:

1 – Training – we run in-depth training for high-level practice managers and sales staff in the medical industry. These 2-Day events are literally guaranteed to grow your medical business.

2 – Staffing – we can recruit, then train, and then even supervise a high-level employee at your practice. We run practices everyday so we know exactly what you are looking for. Hire us to hire the practice manager or salesperson who affects your results more than any other single factor.

3 – Practice Management – we can help run your entire practice while maintaining your autonomy. Every practice we manage has grown by 60-125% in the very first year they have worked with YellowTelescope. And we don’t make a dime unless you grow. Founded in 2008, YellowTelescope is a company, unlike any other in the aesthetic surgery field, focused solely on medical practice growth.

Learn more about why YellowTelescope has become an industry leader in just four years at yellowtelescope.com.