ClickConvert Diagnostic Questionnaire: How much can you grow your practice?
Systems Overhall. 1. Your dental practice is a collection of systems - it has to create a consistent experience. 2. The collection of dental practice systems is a business - it has to make money to survive. 3. As a business owner you have made 3 investments & you need a return on your investment a) Your marketing. b) Your team. c)Your building & equipment. The marketplace is constantly changing - Your business is either growing or shrinking there is no way to stay still. The old way is broken, the new way economy needs a different approach. You have SYSTEMS already. Your CURRENT SYSTEMS determine your current INCOME. Any System can be OPTIMISED. Have a read through and see how many you have in place.
How much can you grow your practice? To grow your practice you must first understand The Impact Areas in your business: 1. What you sell. 2. How you promote it. 3. How you follow up & keep in touch with potential customers. 4. How you convert enquiries by phone/email. 5. How you deliver a world class experience when they visit you. 6. How you understand what the customer wants & assess the customer's needs. 7. The packages you have & what solutions you present & how you present a simple & affordable way to get started and buy. 8. How you deliver your service and comfort 9. How you ensure an excellent result & after sales experience. 10. How you keep in touch for the long term with your customers.
Better Systems = More Practice Profit. At Click.Convert.Sell with the practice growth engine we boost the systems that impact your profitability. There are 3 drivers to grow a business 1. Increase the number of customers you have. 2. Increase the average transaction size 3. Increase the frequency of purchase. To Grow Predictably in the next year we need to use the power of compounding on the systems that affect the 3 drivers: Number of customers, Transaction size, Frequency of purchase.
Positioning
•Do you have targeted marketing specifically for high value procedures such as implants, braces
or same day teeth? •Do you have specific literature and materials for these procedures? •Do you have packages created for these procedures? •Do you have a dedicated market leadership plan to increase the number of high value procedures you do? •Do you have a multichannel approach for attracting these high value customers that reinforce authority and increase sales conversion? •Do you have a compelling unique selling proposition for your service delivery of these high value procedures? •Do you have targeted marketing aimed separately at Implants, Braces, Smile Makeovers, Private Dentures, Facial Aesthetics?
Your score out of 7 =
Promotion & Publicity: There is no way to get 100 customers. But there are 100 ways to get one. Use them all
•Do you have a full tracking & monitoring system so you KNOW what of your marketing is working? •Do you have a specific referral program in place with patient incentives used & visible every time for every patient visit? •Do you use PPC - Google Adwords / Bing? •Do you use Banner Ads? •Do you have specific landing pages? •Do you perform conversion rate optimisation? •Are you regularly conducting marketing tests? •Do you use Facebook Ads? •Do you use Facebook Promoted Posts? •Do you actively engage your Facebook fans? •Do you use Twitter? •Do you use Pinterest? •Do you use Youtube? •Do you use content marketing? •Do you use business blogging? •Do you have your pages optimised? •Do you use Google analytics? •Do you have your acquisition & activation metrics tracked? •Do you have highly visible signage that SELLs procedures? •Do you have an engaging A-Board? •Do you have clear pricing & literature outside your clinic? •Do you have a local business engagement / promotion system? •Do you advertise in local gyms? •Do you advertise in local magazines? •Do you know how to craft direct response marketing adverts that create profitable sales for you? •Do you have a PR plan & system? •Do you have a staff referral program in place? •Do you cultivate practice referrals through a system? •Do you use Direct Mail Postcards? •Do you use Street Promo teams with flyers? •Do you use Open Days? Your score out of 31 =
Multichannel Interactive Marketing
One step selling doesn't work anymore, people can take upto 6 months to decide to buy from you. How do you keep in touch?
•Do you have google analytics setup to track goals? •Do you have opt in forms on EACH webpage? •Do you have a system to follow up on enquiries? •Do you have a system to regularly keep in touch with enquiries? •Do you have a way of recording what people are interested in so as to communicate with them about only the items of interest to them? •Do you have tests / games / guides that people can get from you to learn more about your offerings? •Do you educate your prospective customers via a multiple of media to help them understand better in video, audio, sms, letter, email? Your score out of 7 =
Phone handling & Tracking per source You cannot do treatment on a patient unless they come in and see you first. The more new patients that visit your clinic the more treatment you will do & the more referrals you can potentially get, it is that simple.
•Do you know where your most profitable marketing is? •Do you know how many phone calls you receive per day? •Do you know how many phone calls your team miss every day? •Do you know how many new patients called and asked questions but were not
booked for an appointment every day? •Do your team know how to convert enquiries into appointments? •Are they measured and tracked at this? •Are your team passionate about getting new customers in every day? •Do your team have the skills to convert patients seeking high value procedures to come in and see you or are you just wasting your marketing money without knowing? Your score out of 8 =
Loyal customer creation The purpose of a business is to create & retain a customer - Peter Drucker. Once you attract them, keep them!
•Do you have an intentional patient welcome system that delivers a positive
experience before they even see you? •Do you have a system to make the new patient feel totally welcome. totally at home, and to feel like this is the right place for them to get their care? •Do you have different customer journeys for different customer avatars to increase targeted treatment acceptance? •Do you have a clear customer journey that exceeds their needs that can be delivered systematically every time. •Do you have a clear and intentional experience to follow up every single new patient even after they visit you in a way that makes them know you are the place for them? •Do you have a system that makes it easy for them to select and accept the best treatment they can afford for themselves?
•Your score out of 6 =
Thorough Clinical Assessment & Co-discovery Seeing is believing. No involvement in decision making = No commitment to proposed solution.
•Do you have a system to understand exactly what the patient is looking for? •Do you have a system to document and record all the conditions affecting the patient? •Do you have a system for engaging and questioning the patient to understand their
interests &
desires regarding potential treatment? •Do you have a system for ensuring a comprehensive assessment on every single patient? •Do you have a system for non-confrontationally educating the patient on the presence of conditions, and the impact of them to allow them to understand and appreciate their health & treatment options? •Do you give comprehensive options to all patients non-judgemetnally to allow them to select the best choice for them? Your score out of 6 =
Making it easy for patients to say yes to quality service & guarantees If you don't present it, they can't try and understand it and if they don't understand it they can't accept it.
•Do you have easy clear treatment options for patients to select from? •Do you have clear descriptions of procedures & guarantees for patients
to to
understand and trust you faster? •Do you have multiple solutions for them to help them choose the right solution for their budget? •Do you have simple payment options? •Do you have simple finance systems that immediately show the patient what they can afford to accelerate acceptance? •Do you present same day treatment incentives / options? •Do you have clear written guarantees that give customer confidence? •Do you have a system to note potential items the patient is interested in future? Your score out of 8 =
Clinical Delivery System Don't hurt me, be more comfortable than I expected, and surprise and delight me with your care & results.
•Do you have experience points built into your clinical treatment? •Do you have clear customer communication built into your procedures? •Do you have comfortable ways to deliver comprehensive dentistry? •Do you have standardised procedures to allow faster more efficient production? •Do you have a clinical results review system to help the patient see & understand delivered today? •Do you have a comfortable and clear end of appointment system? •Do you always ensure a follow up appointment is scheduled? Your score out of 7 =
exactly what was
Quality control feedback & After sales service Get it right every time. And if you don't get it right know how to fix it fast
•Do
you have a system to follow up all patients after their treatment to ensure satisfaction? •Do you have a system to gain customer reviews & testimonials? •Do you have a system to ensure high quality clinical results every time? •Do you have a system to proactively seek out dissatisfied customers so as to fix the problem before they never return / tell others? Your score out of 4 =
Internal Customer Communication Journey & Referrals A customer is for life not just for one procedure. Lifetime patients are more profitable and happy customers. •Do
you have a system to keep in touch with ALL customers so as to encourage recare & hygiene appointments? •Do you have a system to keep in touch with patients that missed/cancelled their appointments? •Do you have system to get patient testimonials? •Do you have a lifecycle communication system in place for EVERY customer? •Do you have a system to ensure patients are given the opportunity to select and book on any treatment recommendations in the future easily? •Do you have a system to remind & educate patients of their health needs? •Do you have a system to have specific timed promotions for people that expressed interest in specific procedures? •e.g whitening promotion to only those interested in whitening because they said so. Your score out of 7 =
Business Growth Fundamentals •Do
you track and monitor your fixed costs to ensure the leanest operation possible without sacrificing customer experience? •Do you track & monitor your variable costs to ensure the most gross profit possible without sacrificing clinical quality? •Do you track & standardise your procedures to ensure efficient clinical delivery and maximal hourly rate? •Do you engage & train your team to convert more enquiries, sell more treatment & stimulate more referrals? •Do you track & monitor your marketing investments to ensure maximal ROI? •Do you track the key metrics of your practice on a daily/weekly/monthly basis? •Do you have a visible dashboard where your team & you can track progress towards your practice targets? •Do you have clear tracking of all accounts receivables and a system to ensure collection? •Do you collect prepay payments wherever possible to accelerate your practice cash position? Your score out of 9 =
Your practice score out of 100 = How well out of 10 for each one would you rate your practice performance?
Need some help implementing this? hello@clickconvertsell.com By implementing each of these you can: 1. Sell higher value services. 2. Promote strongly & effectively 3. Maximise return on investment with long term relationship marketing. 4. Convert enquiries into customers. 5. Deliver a world class experience like no other 6. Perfectly understand the customer need and have solutions that they desire & want. 7. Have solutions people want and a simple way for them to start today 8. Deliver high quality clinical care in a comfortable way. 9. Deliver after sales experience and quality. 10. Keep in touch long term in a personalised way to create long term relationships, cultivate loyalty & encourage reviews & referrals.