We are diving deep into marketing with a dear friend of mine Xana Winans. She is the owner of Golden Proportions Marketing. I have been in dentistry for over two decades, and I have met a lot of great people in marketing, but Xana is the person who I have seen help me and my clients over and over no matter which way the winds of marketing have blown.
Xana and I also do a lot of coaching and teaching together. When I have gotten sick or wasn’t able to speak Xana has taken over for me. Xana founded Golden Proportions Marketing 16 years ago. They work exclusively with dentists. Whether they are private practice, group practice, or multi-location, these dentists are Xana's clients. They are a marketing firm with a comprehensive strategy because Xana doesn't believe in the single magic bullet strategy. Today, we talk about dental marketing and using the right technique for the right group of dentists.
You can find Xana here:
Golden Proportions
Xana@GoldenProportions.com
Xana Winans on LinkedIn
GPM Express
Smart Market Dental
Xana@SmartMarketDental.com
(570)742-5656
Show Notes
[02:17] Xana founded Golden Proportions Marketing 16 years ago and works with dentists to create an all encompassing comprehensive strategy.
[02:59] The number one technique doctors need to learn is how to handle the phone. They can use the phone to double or triple conversions.
[04:08] The single most piece of equipment in a practice is the phone.
[04:25] How doctors undervalue the importance of phone skills for the person who answers the phone. The person answering the phone is your whole business.
[04:59] They need a great phone voice and an excellent disposition. You have to like people and look at the phone as a tremendous opportunity.
[05:38] The importance of showing a client that a marketing investment works.
[06:07] Call tracking technology was strikingly revealing.
[06:24] The doctor needs to provide the right level of training for the front desk.
[06:51] We have a large team of call screeners who do nothing but listen to our clients calls. We have recorded over a million phone calls up to this point and time. The number one problem is calls going to voicemail.
[07:28] Patients call when your phones are on voicemail. 80% of calls that go to voicemail hang up and don't leave a message. More often or not they have moved on to the next dentist on the list.
[08:38] Don't rely on an answering service. This frustrates patients.
[09:03] The number one thing you have to do is pick up the phone. Have your calls forwarded over lunch and on weekends.
[10:03] The easiest marketing you can do is just pick up the phone. Data doesn't lie. When you have good data you can see what is and isn't working.
[11:09] Moving to cloud scheduling makes accessibility much easier.
[11:57] The cell phone also frees up the primary line for inbound calls.
[12:19] Inbound calls happen during the mornings and lunch and then between 5:00 to 7:00. Patients call when it is convenient to them.
[13:39] We are not looking for perfect. Just looking for progress.
[14:11] 34% of patient calls get scheduled.
[15:25] Teams unintentionally qualify a patient.
[16:13] Find the data, improve the answering aspects. Grab a pen when the phone rings. Right down the persons name. It's all in how you answer the phone. Smile. Use a mirror. You can see and hear a smile and enthusiasm. People are naturally attracted to energy.
[19:16] When you are typing you are not listening at all. Use a pen and go where the patient needs to go. Use a color as code for someone new.
[20:29] Get the patient's name and rapport. People buy from people they like. State your name and the practices name. Thanks for calling. We appreciate and are paying attention.
[22:11] Who can we thank for referring you? Relationship currency. A doctor or patient this can be used for rapport building. Calling from Google the person is shopping. If you are doing a promotion, your team members need to know what the offers are.
[24:33] Your team wants to support you, but keep them informed.
[24:52] Creating dedicated phone numbers with whisper call which tells you the source they are calling from. This even tells you why they are talking.
[26:15] Where else have you seen us? The halo effect. Consumers need nine brand exposures.
[28:12] Smart Market Dental software tracks calls and geographically tracks where they are calling from.
[29:44] Pause before answering the patient's first question. It's about relationships. Learn to answer questions with questions. Get to the heart of what they care about by asking good open ended questions.
[31:39] Whoever asks the questions controls the conversation. Answering questions gives full attention and energy. Asking really good questions create intimacy and understanding.
[33:17] The importance of creating intimacy and understanding. The more relationship building on the front the more restorative dentistry on the back.
[37:29] Taking the patient to the website. Have great photos and a great website. The eyes tell the whole story.
[38:36] Videos and be casual and relaxed. Smile and be personable on the website. People need to like you to trust you and want to do business with you.
[39:44] Videos help rank your site by increasing the time people spend on your site.
[40:21] If someone has an emergency, be a human being and express sympathy and use layman's terms.
[41:31] Ask for the appointment. 60% of people who answer the phone don't ask to make the appointment. Let's schedule your for a no charge consultation. That is taking the next step for them. Give people a choice between A or B.
[43:49] That's an awesome question. I'll schedule you and we will get an answer to your question. Tell people what to do.
[45:19] People want a choice. Give them two choices.
[46:03] Practices crushing it by working 7:00 to 3:00.
[46:34] Mom's schedule the appointments. Ask to schedule the rest of the family. Bring some more people into the mix.
[47:30] Here is what you can expect next. Texting confirmation, parking, paperwork, etc. Set them up for success. Thanks and welcome. Leave on an upnote.
[49:16] Getting so good at the phone that you will get referrals from your phone skills. Sets things up for unbelievable follow through. Be enthusiastic. Doctor's call before new appointment.
[51:04] People don't want to do the little things that lead to great rewards.
[51:26] It all starts with call tracking.
Links and Resources:
Dr. Darren Becker
Golden Proportions
Xana@GoldenProportions.com
Xana Winans on LinkedIn
GPM Express
Smart Market Dental
Xana@SmartMarketDental.com
(570)742-5656
