One of my colleagues has been struggling with average income for some time. As an Osteopath, this colleague has serviced literally hundreds of clients. Most days, there are huge gaps in their appointment book despite them being a capable, experienced Osteopath with some star clients.
When starting out, Chiropracters receive much more training about how to build a service business, than Osteopaths. Mainly based on Amercian business-building success models, Chiropracters learn about the lifetime value of a client; how to encourage Standing Order payments for client commitment to health; servicing beyond the session; adding value with merchandise and information; how to have conversations that create and retain clients; how to ask for referrals. Generally, Chiropracters are known to be 'better business people' than Osteopaths. You can understand why! So what is the one quickest solution to fix my colleague's problem?
- To immediately fix the problem, I suggested they simply pick up the phone and speak to every one of the 300 recent clients. Why? Because we all know that the most likely source of immediate sales comes from people who have brought from you before.
When I suggested this, my colleague became nervous and clearly resistant to picking up the phone. Now, we all know the telephone itself isn't scary. It's the F.E.A.R. (Fantasy Expressed As Reality) of "but, what could happen is..."
The worst that could happen is:
- they don't remember who you are (so remind them upfront)
- they are agitated that you are interupting their day (this call is about them and their health)
- you freeze up and don't know what to say (ask a question and listen)
- they say NO (thank them, and ask if it's okay to touch base and check on their health and wellbeing in a few months time - that gets a 'yes' every time)
The best that could happen is:
- their details have changed and you get to update your database with accurate information
- they are surprised yet delighted to hear from you, as no health professional has ever given them a service call before
- they say "Wow - I'm glad you've called, as I've been meaning to book an appointment for weeks but other things keep getting in the way" (what could be more important than your health?)
- they say "YES" to booking an appointment (fantastic - would next Monday at 2pm or Thursday at 4pm suit you best? - Give 2 specific options to close the sale. Feel confident to 'take charge' and lead them through your sales process)
- they say "No, thank you" but my husband / partner / sister / friend might be interested (that's great - what's the best number for me to call them on for a chat?)
As you can see, no matter what the outcome, there is a clear WIN for my colleague.
Still resistant to picking up the phone? Then use the tips that all successful Telesales professionals know:
- Write down your goal / intention for the day (To have 30 powerful conversations; To create 10 bookings today)
- Write down what you want to say
- Practice it before you pick up the phone
- Visualise a powerfully positive outcome
- Do voice and face-stretching exercises to warm you up & get into a playful state! ("How now brown cow; The rain in Spain falls mainly on the plain") Be silly to get in the mood!
- Have fun! If you are having fun, you'll notice a more positive response on the telephone, as energy is very noticeable when you're listening to tone (Communication is 7% words; 38% tone and 55% body language)
- Standing up when you make the calls can help you feel more confident (try sitting down for a couple, then standing for a couple, and notice the difference!)
- SMILE when you speak, as the client will hear and feel it :-)
A conversation might go like this:
"Hi there, it's Rachel speaking. I'm calling as your Osteopath to check on your health. Many of my clients are coming back for pro-active health checks, over the summer. And as I also use massage, you can have both a health check and a massage in one session. It's been a while since we've seen you! We wanted to let you know about our special offer for this month - when you book two sessions, you receive the third one complimentary. Is that something you would be interested in?"
List 10 previous customers you haven't spoken to for a while. Pick up the phone today (or put it in your diary!). It's guaranteed to make a difference to your business.
Comments