ESCRS 2014 Delivering World Class Consultations 4x3

transcript

Delivering

World-Class Medical Consultations

Rod Solar

Rod Solar• 20 years experience in business to consumer sales

• Education in Psychology, Instruction and Coaching

• Over 10 years experience in health care sales

• Sales consultant, trainer and coach in cosmetic dentistry, plastic surgery, and laser eye surgery

• Results since 1997

• Healthcare specialists, focussed on private ophthalmology

• UK base

• International experience (Canada, US, Europe, UAE)

• UK base

• International experience (Canada, US, Europe, UAE)

• Our clients see real business results within 3 months

The LiveseySolar Patient Acquisition Model

Your Website& Content

Development

ThePhone

TheConsultation

TheAfter Care

TheSurgery

WebsiteDesign

Telephone Sales Training

ConsultationSkills Training

CustomerService

Training

EXPERIMENT

ANALYZE

REPORT

SearchEngine

Marketing

Social Media

Offline ReferralStimulation

HappyPatient

(that refers more patients)

www.liveseysolar.com+44 (0)207 407 4452

People SearchingFor Your Service

People ThatKnow You

Word Of Mouth

Development

ThePhone

TheConsultation

TheAfter Care

TheSurgery

WebsiteDesign

CustomerService

Training

EXPERIMENT

ANALYZE

REPORT

SearchEngine

Marketing

Social Media

HappyPatient

People ThatKnow You

Word Of Mouth

Development

ThePhone

TheConsultation

TheAfter Care

TheSurgery

WebsiteDesign

CustomerService

Training

EXPERIMENT

ANALYZE

REPORT

SearchEngine

Marketing

Social Media

HappyPatient

People ThatKnow You

Word Of Mouth

Case Studies

Average ROI = 21:1

The LiveseySolar Consultation Process

1. Greetings

2. Opening

1. Greetings

2. Opening

1. Greetings

3. Closing

2. Opening

1. Greetings

!3. Closing

!2. Opening

!1. Greetings

Greeting

!3. Closing

!2. Opening

!1. Greetings

Warm Up

!3. Closing

!2. Opening

!1. Greetings

Intent Statements

!3. Closing

!2. Opening

!1. Greetings

Discovery

!3. Closing

!2. Opening

!1. Greetings

Information confirmation

!3. Closing

!2. Opening

!1. Greetings

Examination

!3. Closing

!2. Opening

!1. Greetings

Recommendations

!3. Closing

!2. Opening

!1. Greetings

Reverse Handover

!3. Closing

!2. Opening

!1. Greetings

Options

!3. Closing

!2. Opening

!1. Greetings

!3. Closing

!2. Opening

!1. Greetings

Defence

Surgeons, Optometrists

Defence Midfield

Ophthalmic Technicians

Defence Midfield Forwards

Patient Liaisons

Defence Midfield

Patient Liaisons

Defence

Patient Liaisons

Act Icon Scene Defence Midfield Forwards

1. Greeting Greeting X X XWarm up X X X

2. Opening Intent statement X X XDiscovery X

Information confirmation (IC)

X XExamination X X

3. Closing Recommendations X XReverse Hand-over (RH) X X X

Options XHandling Objections X X X

Money XEncore Ask for referrals X

Scene Defence Midfield Forwards Ideal TimeGreeting X 0:00 Warm up X

Intent statement XDiscovery X

Information confirmation (IC) X 0:15Greeting XWarm up X

Intent statement XExamination (Testing) X 0:30

Handover X XGreeting XWarm up X

Intent statement XExamination (Ophthalmic) X

Recommendations XHandling Objections (Clinical) X 0:70

Hand-overs (Reverse IC) X XOptions X

Handling Objections XMoney X 0:90

Clinic 4+

Scene Defence Midfield Forwards Ideal TimeGreeting X 0:00 Warm up X

Handling Objections XMoney X 0:90

Clinic 4+

Scene Defence Midfield/Forward Ideal TimeGreeting X 0:00 Warm up X

Handling Objections (Administrative) XMoney X 0:90

Clinic 3

Scene Defence Midfield/Forward Ideal TimeGreeting X 0:00 Warm up X

Handling Objections (Administrative) XMoney X 0:90

Clinic 3

Scene One-Person-Team Ideal Time

Greeting X 0:00

Warm up X

Intent statement X

Discovery X

Information confirmation (IC) X 0:15

Examination (Testing) X 0:30

Examination (Ophthalmic) X

Recommendations X

Handling Objections (Clinical) X 0:70

Options X

Handling Objections (Administrative)

Money X 0:90

Clinic 1-2

Scene One-Person-Team Ideal Time

Greeting X 0:00

Warm up X

Intent statement X

Discovery X

Information confirmation (IC) X 0:15

Examination (Testing) X 0:30

Examination (Ophthalmic) X

Recommendations X

Handling Objections (Clinical) X 0:70

Options X

Handling Objections (Administrative)

Money X 0:90

Clinic 1-2

10 minute break

!3. Closing

!2. Opening

!1. Greetings

Greeting

What do prospects feel?

What do prospects feel?• Anxiety

• Concern

• Guilt

• Concern

• Guilt

• Hostility

• Concern

• Guilt

• Hostility

• Fear

• Concern

• Guilt

• Hostility

• Fear

• Excitement

• Concern

• Guilt

• Hostility

• Fear

• Excitement

• Anticipation

4 important tasks in the greeting

• DEMO!

• Shake hands

• DEMO!

• Shake hands

• Make eye contact

• DEMO!

• Shake hands

• Walk with your guest

• DEMO!

• Shake hands

• Proper seating

• DEMO!

• Shake hands

• Proper seating

• DEMO!

• Shake hands

• Proper seating

Patient

!3. Closing

!2. Opening

!1. Greetings

Warm Up

4 important tasks in the warm-up

• DEMO!

• Let the prospect talk about themselves (not about eyes!)

• DEMO!

• Find something to like about them

• DEMO!

• Find a commonality that is important to them

• DEMO!

• Find a commonality that is important to them

• Talk about FORL, family, occupation, recreation, location, etc…

The bridge between warm-up and intent

• Keep a bridging question in mind...

• “shall we get started?”

• “we’ve got a lot to cover so let’s get started.”

• “well, thank you very much for coming - do you have any idea what we’re going to do today?”

• “so tell me, what were your expectations of our time together today?”

Exercise!

Hello I’m Fiona!

Reminder: Book a Discovery Call

Hello I’m Laura!

!3. Closing

!2. Opening

!1. Greetings

Intent Statements

The goal of the intent statement

• is to reduce the prospect’s fears and tensions so that they will open up in the discovery and supply us with the information to make a commitment

6 distinctions of intent statements

• Agenda

• Empathy statement

• Agenda

• Set up discovery

• Agenda

• Takeaway

• Agenda

• Takeaway

• Set expectations

• Agenda

• Takeaway

• Set expectations

• End with a soft trial close

Agenda

• “Well, first we’re going to have a little chat, I’m going to ask you questions about you, your motivations, and any concerns you might have. Then, I’ll introduce you to the practitioner who will conduct your examination. After that, we’ll get together again for another little chat...”

Empathy statement

• Now, it’s completely normal to have lots of questions and to even feel a little bit apprehensive about the process. If you have a question, feel free to ask anyone one of us at any time, that’s what we’re here for.”

Set up discovery

• “Well, first we’re going to have a little chat, I’m going to ask you questions about you, your motivations, and any concerns you might have. Then, I’ll introduce you to the practitioner who will conduct your examination. After that, we’ll get together again for another little chat...”

Take away...

• “Now, you may not even be suitable for this procedure, but after the examination we’ll be certain, and if you are suitable we’ll recommend the best treatment for you.”

...and give it back

• “Now, you may not even be suitable for this procedure, but after the examination we’ll be certain, and if you are suitable we’ll recommend the best treatment for you.”

Set expectations...

• “At the end, if we do recommend a procedure, we can discuss finances and scheduling, if you want to be a patient, is that all right?”

...end with a soft trial close

• “At the end, if we do recommend a procedure, we can discuss finances and scheduling, if you want to be a patient, is that all right?”

Learn your intent statement

• Listen to examples

• Detect the distinctions

• Write your own

• Role-play

• Write your own

• Role-play

• Practice

• Write your own

• Role-play

• Practice

• DEMO!

Exercise!

Hello I’m Fiona!

Hello I’m Laura!

30 minute break

!3. Closing

!2. Opening

!1. Greetings

Discovery

Understanding Motivation

Opening Concepts

Opening Concepts• The do-something line

• Daily hassles

• The Past Motivating Incident

• Daily hassles

• The Deadline

• Daily hassles

• The Deadline

• The Future Motivating Event

Opening

• Why do we ask questions???

Opening

• 10 questions

Opening

• 10 questions

• The Motivation Tree

Opening

• 10 questions

• The Motivation Tree

• DEMO!

Where did these question clusters come from?

• We have been continuously developing these questions since 2003 by

• Adding questions and removing questions

• Refining the order of questions to enhance natural flow - primacy and recency

• Considering every word and emphasis

• Aiming to make them easier to ask and answer

• Verifying our improvements with experience, results and mystery calls

People buy with EMOTION

and justify with LOGIC

HappyPatient

People ThatKnow You

Word Of Mouth

Problem

Solution

Priorities

Decision Maker

Deadline

Timing

Qualifying

FUTURE

FME Gain 4

PMIPain2 DBM

Conversion

Phone Call

Criteria

Concerns

HappyPatient

People ThatKnow You

Word Of Mouth

Problem

Solution

Priorities

Decision Maker

Deadline

Timing

Qualifying

FUTURE

FME Gain 4

PMIPain2 DBM

Conversion

Phone Call

Criteria

HappyPatient

People ThatKnow You

Word Of Mouth

Problem

Solution

Priorities

Decision Maker

Deadline

Timing

Qualifying

FUTURE

FME Gain 4

PMIPain2 DBM

Conversion

Phone Call

Criteria

HappyPatient

People ThatKnow You

Word Of Mouth

Problem

Solution

Priorities

Decision Maker

Deadline

Timing

Qualifying

FUTURE

FME Gain 4

PMIPain2 DBM

Conversion

Phone Call

Criteria

Concerns

HappyPatient

People ThatKnow You

Word Of Mouth

Problem

Solution

Priorities

Decision Maker

Deadline

Timing

Qualifying

FUTURE

FME Gain 4

PMIPain2 DBM

Conversion

Phone Call

Criteria

Concerns

Dominant Buying Motives

• Dominant Buying Motives are the EMOTIONS that you REVEAL by getting the Prospect to share their PAST MOTIVATING INCIDENT AND FUTURE MOTIVATING EVENT with you

• DBM = PMI + FME

• Their PMI will likely reveal their PAIN

• DBM = PMI + FME

• Their PMI will likely reveal their PAIN

• Their FME will likely reveal their GAIN

Priorities and Criteria

• The Priorities are the Prospect’s MUST HAVES in order to proceed with an appointment

• The Criteria are the Prospect’s NICE TO HAVES in order to proceed with an appointment

• DBM/P+C

Exercise!

Hello I’m Fiona!

Hello I’m Laura!

10 minute break

!3. Closing

!2. Opening

!1. Greetings

Information confirmation

Commitment

Greeting

“Yes”

What we typically expect…

Commitment

Greeting

“Yes” to the Intent statement

“Yes” to confirmation

“Yes” to Handover

“Yes” to Reverse Handover

“Yes”

The Staircase of Agreement

Commitment

Greeting

“Yes”

Commitment

Greeting

“Yes”

Commitment

Greeting

“Yes”

Commitment

Greeting

“Yes”

Handover Forward to Defence

Examination Reverse Handover Defence to Forward

Problem Recommendation Solution

DBM (PMI or FME) Handling Objections DBM (PMI or FME)

Concerns Concerns Addressed

Timing Timing

Trial Close Trial Close

Handovers

!3. Closing

!2. Opening

!1. Greetings

Examination

Diagnostic Tests

Diagnostic Tests• What is it called?

• What does it do?

• How does it benefit?

• How does it feel?

• Is it unique or special?

6 components of credibility statements

• Create a reason to share your story

• Explain how you found out about the practice (or why you started it)

• Share your background

• Share the unique points of difference

• Share what you’re getting out of the job

• Ask for questions about yourself

Exercise!

Hello I’m Fiona!

!3. Closing

!2. Opening

!1. Greetings

Recommendations

Principles of making recommendations

• Make it an event, not just a message

• You’re suitable, it’s really exciting!

• Be clear on what procedure you are recommending

• Only discuss alternatives and risks after making a specific recommendation

• Create realistic expectations

• Get agreement

Principles of discussing risks and side effects

• Limit to relevant risks.. we

• Know who is more at risk (experience)

• Know how to avoid risks (tests, techniques, technology)

• Are looking for them in aftercare appointments

• Know that risks are often minor and temporary

• Know that if they aren’t, we can fix them

The worst case scenario

The worst case scenario• What’s the worst that can happen?

• Speak in percentages, but don’t expect them to allay fears

• Talk in terms of guaranteed side effects

• Use numbers (3 main risks, 3 main side effects)

Hello I’m Laura!

10 minute break

!3. Closing

!2. Opening

!1. Greetings

Reverse Handover

Handover Forward to Defence Examination Reverse Handover

Defence to Forward

Problem Recommendation Solution

DBM (PMI or FME) Handling Objections DBM (PMI or FME)

Concerns Concerns Addressed

Timing Timing

Trial Close Trial Close

Handovers (DEMO!)

!3. Closing

!2. Opening

!1. Greetings

Options

!3. Closing

!2. Opening

!1. Greetings

1. Greetings

2. Opening

1. Greetings

2. Opening

1. Greetings

3. Closing

2. Opening

1. Greetings

Act Icon Scene Defence Midfield Forwards

1. Greeting Greeting X X XWarm up X X X

2. Opening Intent statement X X XDiscovery X

Information confirmation (IC)

X XExamination X X

3. Closing Recommendations X XReverse Hand-over (RH) X X X

Options XHandling Objections X X X

Money XEncore Ask for referrals X

Last Chance: Book a Discovery Call

Hello I’m Laura!