Dentaltown April 2018 - 87

Even if someone has some
caller who isn't appointed is a waste of the money
you spent to attract him or her. In my experience,
there are very few dental practices that can afford
to waste money.
That first point of contact is too often the
final point of contact. There are several reasons
why even competent phone answerers may not
be closing the deal.

The curse of multitasking

Colin Receveur is
an expert in dental
web marketing and
the CEO of SmartBox
Web Marketing. Receveur is a nationally
recognized speaker, author and internet
marketing expert, has been featured in
numerous dental publications and is the
author of four best-selling books. For more
information, visit smartboxdentalmarketing.

Meet this featured
speaker at Townie
Meeting 2018!
Colin Receveur will be one of the
featured speakers at Townie
Meeting 2018, which runs
April 11-14 in Orlando, Florida.
To discover more about the event,
or to reserve a hotel room at the
Townie Meeting discount rate,
visit towniemeeting.com.

86

Not all practices have dedicated phone
answerers. Many practices have front offices
with a few people who constantly juggle multiple
responsibilities: checking patients in and out,
trying to answer insurance questions, dealing
with semi-crisis or crisis situations (screaming
children, or someone with dental anxiety who
becomes faint), and maybe answering the phone
and trying to move a prospect to become an
appointed patient.
That's a lot of distraction, and sometimes it's
a wonder that anybody gets appointed.
SmartBox records and analyzes every call
to all our doctors' practices. Our data indicates
that in Q4 2017, an average of 94 percent of our
dentists' incoming calls were answered, which is
extremely high. We've seen practices with 14-17
percent no-answer rates.
As well as those doctors' staffs performed
in Q4, 6 percent of incoming calls were never
answered: No staff member or answering service
ever talked to the caller, or the call never went
to voicemail.
Think about the number of calls your office
fields in three months. If just 1 percent of all
callers are prospects, how many new patients
are you not getting?
This is an area where practice owners can take
action. Adding even one front office person to help
answer calls can make an enormous difference
in the number of appointed patients. That's not
always feasible because of space limitations, but
wherever possible you should try to help your
front office focus on the task in front of them.
If needed, you can also help your staff establish
a protocol for handing off conflicting tasks, so

APRIL 2018 // dentaltown.com

natural phone skills, it's not
the same as taking control
of a call and steadily moving
the caller to becoming an
appointed patient. Every
new patient caller who isn't
appointed is a waste of the
money you spent to attract
him or her.
your phone answerers can focus on getting more
new patients through the door. That has to be
a high priority.
The average value of a new patient to a dental
practice is $1,500. SmartBox's data indicates that
average hold time for callers is 1½ to 2 minutes,
based on all of our clients. If your callers are on
hold for 3 to 5 minutes-or longer-they're likely
lost to you. And so is that revenue.

Not finding the objection
behind the objection
People who call your practice aren't always
upfront about their fears and concerns. Hesitation
to commit to an appointment may be disguised
as needing to talk to a spouse, financial concerns,
or a belief that the procedure won't be worth the
time and expense.
It takes real skill, a healthy dose of intuition,
and excellent training to consistently detect when
some underlying concern isn't being voiced. It
takes even more skill to gently elicit that concern
so that it can be successfully addressed (See
example at left).
There are very few people who are naturals
at this process, and my hat's off to them. That's
an invaluable skill, and I hope that you have one


http://www.towniemeeting.com http://www.dentaltown.com

Table of Contents for the Digital Edition of Dentaltown April 2018

Dentaltown April 2018 - Intro
Dentaltown April 2018 - Cover1
Dentaltown April 2018 - Cover2
Dentaltown April 2018 - 1
Dentaltown April 2018 - 2
Dentaltown April 2018 - 3
Dentaltown April 2018 - 4
Dentaltown April 2018 - 5
Dentaltown April 2018 - 6
Dentaltown April 2018 - 7
Dentaltown April 2018 - 8
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Dentaltown April 2018 - Cover3
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