You know, if someone suggested that were possible – or maybe even set that as a goal – even I would have struggled to believe it possible.
Until I saw it happen with one of my own clients.
January 2014 – average monthly revenues for the practice – £40,000.
October 2014 – average monthly revenues for the practice – £80,000.
Profits through the roof.
And an agreement to set a target of £600,000 in sales – for the first 5 months of 2015 – an average of £120,000 a month in sales.
That, my friends, could justify the use of that much over-worked phrase – AWESOME.
What are we looking at here?
A 2-chair practice in South London with two Principals and a part-time therapist.
Aiming at a very profitable £1.2m in sales for next year (and yes – I’m challenging them to hit 50% of target in the first 5 months of the year).
So how have they done it?
20% – changing their management team, bringing in a potentially excellent new business development manager and a treatment co-ordinator with equal potential. Making some small but important changes to their marketing strategy (without any significant increase in marketing spend).
80% – changing their attitude and their communication skills. That’s the two Principals having different/better conversations with the same prospects and patients they were seeing in 2013.
Frank Carson, the late, lamented Belfast comedian used the catch phrase “It’s the way I tell ‘em” and the same is true here.
Over the last 10 months, our regular coaching meetings have dealt with the operational and management issues as quickly as possible and then the two Principals have simply sat there typing furiously into a couple of iPads as they have asked:
“when the prospect/patient says THIS what should we say?”
“when the prospect/patient does THAT what should we do?”
…and I have literally dictated suggested answers and ideas.
We have dissected to the point of obsession, every step of the new patient consult, the treatment plan presentation, overcoming concerns and objections and closing the sale.
We have agreed exactly what verbal response is appropriate at every step of a consult, an options meeting, and after-treatment conversation – even the dental review meeting.
I’m now doing the same with their new treatment co-ordinator, who is sweating the asset (ME) by emailing frequently every week with “someone said THIS – what should I say?” and “here is a letter/text/email – what do you think of the wording?” and their new business development manager, who is busy sending me protocols for reception by email for editing and review.
The practice has doubled in 10 months because they are perfecting their COMMUNICATION.