The Brian Wright Show

Seeing 82% As A Win

• Brian Wright

Share episode
SPEAKER_02:

One of the most important, most essential things that your outsource partners do for you, you are overlooking. And oftentimes I see many of you out there looking at it as a negative whenever you are looking, whenever you do have the finger on the pulse, whenever you are managing your outsource partners properly. Oftentimes, what I'm going to be talking about today, you are looking at something as a negative that's actually a positive, actually giving you oversight into something that you otherwise would never have if you don't outsource, if you have your own employees do it. But what I'm going to be talking about today, unfortunately, by many of you, like I said, is looked at as a negative, is looked at as a reason to maybe get rid of the outsource partners when actually it's a reason to keep them, it's a reason to double down on them. And we're going to dive deep into this message today. So if you're ready, let's go.

SPEAKER_00:

Welcome to the Brian Ride Show Audio Experience. A podcast dedicated to transforming lives, careers, and businesses. And now your host, he's a husband, father of two, an international business and life coach, the founder and CEO of New Patient Group and Ride Chat, and the consultant and global speaker for some of the finest companies in the world, such as Invisalign and many others. Here's your host, Brian Wright.

SPEAKER_02:

Many years ago, I get a call from a doctor. And he's like, Brian, I am extremely concerned. We outsourced the phones to your company right chat. And the conversion rate, I was looking at the dashboard, and this month went by, and you only converted 82%. That means that 18% of the new patients that you answered, you didn't convert. Like I'm really second-guessing the decision here, and everything you talk about from high conversion and how your phone training converts higher. You know, then I get a dashboard and it says 82%. It was at that time, and and I had had this rumbling through my mind before on whether or not people truly got it. And it was at that time I realized that they don't. Unless you are really selling the value of what I'm going to be discussing today, they really don't. And here's the thing. So right now, as it stands, according to dental economics, the new patient call conversion stands at 62% nationally. Okay. That means 38 out of every 100 incoming calls you miss. And you miss them not because you didn't pick up the phone, you miss them because your receptionist has absolutely no clue how to handle your pay-per-click advertising, which generates objections with price, value, insurance questions, whether it's not pay-per-click advertising and they're just shopping around asking these questions, receptionists do not know how to convert it. So what happens is that the receptionist talks to a new patient or a potential one on the phone, doesn't convert it. The new patient says bye. Your receptionist says bye. It doesn't get converted onto the schedule. And nowhere in your practice management software, nowhere do you have a finger on a pulse on how many times that is happening to your practice every single month. And I had a conversation with this doctor. I said, look, man, first of all, we are almost always in the low to mid-90s. All right, keep that in mind, right? So we are always 30% or more higher than the national call conversion. So keep that in mind. Now, this month, particular month that I talked to this doctor, he had ran a very specific pay-per-click marketing campaign that all of you know how I feel about out there. Uh, I hate them. And I and I hate them not because they don't work, not because they can't work. I hate them because almost all the time you're doing them with price-sensitive ads and you're driving shoppers that are calling you, and the receptionist is not trained how to handle those inquiries. So you get obliterated with lost opportunities whenever you run them. So whenever you do run a pay-per-click advertising, this is probably a podcast and a teaching in itself, but whenever you do run, I don't care what industry you're in, but whenever you're running in a pay-per-click ad that says$1,000 off in Vizaline or Vizaline for$99, whatever the heck it is, your very first thing before you ever launch that pay-per-click campaign is to relentlessly train your receptionists how to convert it at the highest possible levels, which then reduces the amount of advertising you have to spend. And to us, that is such that's why I've said it before on the podcast. When I think marketing, I always think phones. It's the best marketing there is. It's exactly what my mind goes to. But for so many of you out there, you don't think this way. Like the phones doesn't even cross your mind as a form of marketing that's actually going to convert the outside-your-door marketing that you're doing, online marketing, whatever it is. But whenever you're running pay-per-click price-sensitive ads, no matter what kind of training you do, your conversion is always going to be less than if it's a patient that refers a sister or a friend. It's always going to be less than if somebody organically searches for you. And it's going to be especially less in those cases, but it's also going to be less if somebody's searching for you on YouTube or watches you or sees your stuff on social media. So the can the conversion, well, I just said is better in some of those, like YouTube, your conversion on the new patient call is going to be better. There's stats that back that. There's a podcast, I don't know when I'm going to do it this season, next, whatever. But there is now data that says if you want higher paying clientele, doing ads on YouTube will get that for you at an easier and higher rate than doing ads on Google, doing ads on Facebook, doing ads on Instagram as an example. So it's an intriguing stat that I read a few months ago and put it into the podcast notes because I think it's worthy to talk about because how big we are on video marketing and packing your YouTube station consistently with new content, doing everything you can to drive people to your YouTube station to build your presence, which organically helps your Google presence and all the things that you hear me talk about. So I'm talking to this doctor, and and I tell him, look, man, like you ran a price-sensitive pay-per-click advertising campaign, and we converted that campaign at 82%, right? As well as the other, as well as the other calls that were coming in. So we're obviously we're we weren't just answering for that campaign. And I said, this is one of the most valuable insights that you can have. One of the most valuable things that outsource partners bring to the table is visibility and oversight of things that are already happening to you in a much worse way, but you don't know about it because your employees aren't tracking it. They're not running to you every time they miss a call. There's not a dashboard that you can view like there is with Right Chat, like there is with an OrthoFi, like there is with so many outsource partners. So what happens is you get a month where it says 82%, and you're like, oh my God, that sucks. Meanwhile, your employees were 40. They were 50, there were 30, there were 55, whatever it is. Let's call it, let's say they were as good as the national average, right? It's 62. But you don't have visibility of those things. So finally, when you outsource to the right people, you can put your finger on things that 99% of people in any industry out there can't. And when you do, you freak out some months. Because we didn't, most of the months for this doctor was in the 90s. And that's exactly what I told him. I said, look, man, you know, as a leader, and I'm speaking leader to leader here when I'm talking to that doctor, you know, if we bring aboard a new agent, and let's say they screw up, what what happens, and this is off-topic show for another time, but but also on. Because what happens a lot of times is that agent may mess up. Maybe they don't deliver the new patient phone call training at a level they should. Maybe they schedule somebody in your software improperly. So when I see that, I see what a great learning opportunity to help grow this person's career, advance their skill sets, help make them better so they can get paid more money and advance their career and help our clients better. I look at it as a leadership opportunity to develop them more and more because we have our eyeballs on it. What so many of you out there are look at it is a mistake. Mistake, mistake, mistake. And that's all you can see. Right? You don't even view it as, hey, they were they were pretty good, they can get better. But guess what? Our agents, most of the time, the worst calls they have are better than your employees' best call they'll ever have because we train our people so relentlessly. And today is not about right chat. Today is about visibility and insight that you gain when you do outsource. So all of a sudden now, and and this is something you all know, I preach this so much on this podcast how numbers lie to you because again, you see your new patients, your new customers, whatever, you see your production, you see all the stuff, but you don't see the 15 new patient calls that came into your practice last month that you didn't even answer because you missed it during regular business hours. You don't see when your team mishandles the call, but you don't see this stuff. Right. You don't see a ton of other stuff. You you could talk about outsourcing to clear liners, outsourcing to a company like Orthofy, outsourcing to companies that with remote monitoring, uh, and other outsource partners. There are so many things when you handle it insight or in inside your your practice in-house, or there's so many things that you just aren't using, like a remote monitoring as an example, that does not that so therefore you lose all insight, all oversight to the data that you that you then don't know are holes, don't know that are negatives, don't know that are are opportunities for growth. That's probably a better way of saying it than negatives. So you don't do anything about it. And then whenever you do something about it and you convince people they need it, then you get a month where the numbers don't look that great and you freak out rather than go, wow, I wonder what my team would have done answering this month. Everybody, Brian right here. Let's step away from today's episode. I certainly hope you're enjoying it. Powerful message around getting more out of your outsource partners. And I want to talk to you about our iconic event. This is the most engaging, most team-involved event you will ever go to, designed by people outside your industry, but specifically for the orthodontic healthcare profession. You are going to learn more than you have ever learned in an event, and it is very hands-on. And I think that is one of the most powerful things you can take away from understanding why iconic is the new go-to event in orthodontics in the healthcare profession, is the amount of role plays, the amount of interaction that the team members get to have with each other, the amount of hands-on coaching, and like I said, role plays. Yes, there's gonna be a lot of them. We are gonna put you and your team in positions that are difficult, and you are gonna walk away better for it. This is a transformational event for all team members in your office, from front to back and everywhere in between. You will walk away from MPG Iconic wondering why you haven't attended the previous years as well. And I can promise you, you'll be coming back for more in the future. I am gonna put a link in the description below that you can learn more. Click on that and take advantage of our early pricing, early registration, because once those seats are taken, the price will go up. I'm proud to announce Invisalign will be sponsoring this year's iconic event this September. And it is growing and growing, and we want you and your team there. You will not regret it. Put that link there, like I said, click on it. Learn more, contact us for any questions. You can sign you and your team up right from the page. And now let's get back to today's episode. And month after month, you start gaining insight to this call conversion. You start gaining insight to mistakes that are actually being made by your team. You just don't know it. And those mistakes could be you didn't answer the phone at all. Those mistakes would be you can't overcome an insurance question, a price increase. You know, do you do Invisalign? Tell me more about it. Uh, you you don't know how to separate yourself from the other four or five practices they're calling. Because again, I I don't know if I said it earlier in this episode. You know, as it stands today, dental economics and other sources are saying people are calling at least five practices before deciding who to schedule with. Guys, I mean, if you all hear that stat, wouldn't the first thing you would want to do is go, damn, I better get my receptionists trained on how to sell, trained on how to increase the value we offer, trained on how to speak in a way to enlighten the caller on why we're different, why we're unique, why we're tech forward, why we're convenient, right? To start painting these images that other receptionists flat out don't do because they're just glorified data collectors on the phone, and they ask the dumbest questions I've ever heard that only an inside the the industry consultant would ever teach. They ask all of this stuff and they do zero enlightenment on why the person should schedule, why the person should show up, and why the person should want to buy. So when you see this data, maybe the data in a given month isn't as good as you would want it to be, but understand when your people do it, it's worse. You just don't know it. You don't have any way of being able to put your finger on the data. And I see this in practices, and I see it when we mystery call. How bad the conversion is when you're doing marketing and you get this, how much do you charge for? You know, I have blue cross insurance, do you take it? And if you don't, that is a total butcher job by the receptionist, a guaranteed loss. I love our training on that.

SPEAKER_01:

When you don't, I love how we teach it, it's so great. It is so impactful. And this goes for uh for other outsource partners, like I was saying earlier.

SPEAKER_02:

This is not a right chat thing. This is a when you outsource, you are going to gain visibility of things that you don't have now. And when you see it, it may startle you on how low it may actually be, when in turn it's actually way better than how your people are doing it now.

SPEAKER_01:

You just don't know it. You just don't know it.

SPEAKER_02:

So therefore, you have this beautiful visibility, beautiful insight to things that other businesses, other practices just do not have. And it allows you to make better decisions, it allows you to have visibility of the leaky holes. Because you're right, no matter how good our agents are in this specific example, they are not going to be able to overcome the amount of price increase, the amount of shoppers that call from a pay-per-click advertisement. And like I said earlier, your conversion on the new patient call is always the highest when it's a referral. It's it's higher whenever it's an organic search, right? And it gets less and less the more shopper related it is, right? When they see discount, discount, discount. Now you're driving people that discount is on their mind, price is on their mind, rather than value in the best clinician and the best ambiance and the best technology. And this is, I guess, a marketing lesson built within this podcast, right? If you're gonna try to be a higher priced practice, you got to cut the pay-per-click crap off. Because it does not drive the clientele that you want. And if you are gonna do pay-per-click advertising, you have to train your receptionists how to sell the value of it. And especially if that pay-per-click advertising is price sensitive, the receptionist has to sell the value of it in order to convert at the highest levels and convert inside your doors at the highest levels.

SPEAKER_01:

This doctor, everybody, looked at 82% new patient call conversion as a negative. Looked at it and it freaked him out.

SPEAKER_02:

When in reality, it's better than anything his employees ever did for his practice. In reality, it gave him data that I wish everybody would understand how important it is to have. Because that's the data that really isn't a liar. I mean, it is in the sense of when you look at 82%, people go, man, you you missed, you know, 18 out of out of a hundred calls. You know. When I look at that and I go, no, that's 20% higher than the national average. It's even higher than that when you do pay-per-click advertising. I think the national average related to pay-per-click advertising is actually in the 40s. So we were we were double that basically. And it's also a learning opportunity because what we do as a company is we listen to the calls that didn't convert, and we provide extra training for the receptionist if we feel that the call could have been delivered in an even better way, right? So now you're outsourcing to a company that's looking at their own data, constantly training their people to get better. So our data is better and your data's better. And that's another beauty, and this is probably a podcast too for this own time for its own time, is that you've got to pick outsource partners that give a damn. That look at the numbers every month for every one of their clients and say, okay, how do we make this better? Right? Because your employees aren't doing that. When your employees drop six of the 10 calls they answer this month, right? They are not one telling you, they are two, not notating it, nobody knows. And three, I can ensure you they're not in their mind going, okay, what can I do? Can I read a book? What training can I go ask for? What can I do to improve myself? So next month, when those same calls come in, I get six out of ten instead of four, and then seven out of ten instead of six. They do not think that way. We do. A lot of outsource companies do. So that insight, as well as outsourcing the people that care, right? Now you've got a company that has a thought process that your employees flat out will not have unless you get extremely lucky and find somebody that is just a worker and wants to get better. And even then, most likely, they are not going to record their missed calls. They're not going to take down notes on what they did wrong. They're not going to listen to their recording call and analyze and criticize themselves and give coaching feedback. They are not going to come to you and say, Hey, I need training because how I'm doing price increase, it's not working. As a matter of fact, on the price increase, I'm going to link that to our on-demand course in the description below because that's one of the best courses we have. And, you know, the whole three quote a total, tell them you uh give a range or tell them you can't, you got to come in. All three ways are a guaranteed way for them to say goodbye. And that's how all of you listening out there outside of our client base, that's how all of you do it. All of you do it in those three ways. You quote a total. You quote a range, or you say, No, I can't, I can't give you the price we need you to come in. That's the only three ways this industry does it. Goat mystery call 500 practices, and every one of them is going to answer one of your price increase in one of those three ways. Right. So that's the other benefit of outsourcing. And again, this is not about right chat. This is just using the right chat example of this doctor freaking out when he saw 82%. When again, that is that is 20% higher than the national average. It's almost double the national average when you look at practices that run pay-per-click advertising, price sensitive ones. If you look at that call conversion, that call conversion is so low, everybody. It's so low. And unfortunately, many of you out there then go, ah, it's just a bad patient price shopper. No, it's that you don't know how to sell your value. Your marketing is driving those people. Your receptionist doesn't know how to convert them from a price into a value-based buyer. Your processes, right? Don't separate the your your don't separate your organization from the other three or four practices they're going into or scheduling or whatever it may be. So therefore, the only thing they know how to do is go with the pr the cheapest. That is not the the really the topic for today, but uh uh the a lesson all of you can take for the rest of your lives is it's never about price. Never. It's always about did you educate in a way to create value and urgency in a way that they see importance to spend more? They see the reasons that you're more, they can validate why you're more. Those are the reasons. And it must be that's what you must be looking at yourself in the mirror. It's not the patient, it's you. And having insight to these numbers, having outsourced the companies that look at their numbers and then give the training to their to their employees to make them better, like that in itself is a reason to outsource. It alleviates you having to look at the numbers, try to make your people better, hire a company to role play with them, you know, having the right culture to make sure that when you're not looking, the role plays get implemented.

SPEAKER_01:

All of the stuff.

SPEAKER_02:

Even if let's say that doctor came to me, he's like, Brian, dude, the conversion was only 50% this month, right? Now that would be a number I would look at, which we never are that low, but I would look at that and go, yeah, that's a bad month. No doubt about it. Let me get with the leadership team. Let's start looking at calls. Let's make sure this gets better, right? So even when the months are down, if you have an outsource partner that responds that way, that's value in itself because your people are just as bad, if not worse, in almost every month. And then now you don't have to train them. You don't have to worry about it as much because the outsource partner's looking at the numbers and they go and do it for you. And I don't know when this episode's coming out. So I don't know if it's coming out before my other podcast that dives into the silent saboteur and and what's causing your outsource partners not to work and how you've got to rethink your culture and your leadership for a time. I don't know if this is before and after, but some of the pieces in here are also what I go into much more depth in there. Because that one, if if it's already come out, I'll link it down below because it's a must, must, must, must podcast to listen to, because you must have the right mindset going in with your outsource partners, or it won't work. And it won't work because you're looking at it differently. This is one of many, right? When you see data that you otherwise don't have visibility of, you should be happy about it. Like that 82%, like I said, you should be happy that you have numbers that I can promise you nobody else in your community selling what you sell has. So they're making all kinds of all kinds of mistakes and bad business decisions because they they are they are looking at the numbers that do lie, they are not looking at the numbers that don't lie.

SPEAKER_01:

If you're running pay-per-click ads, obviously, everybody, you should always start with training your people how to sell to convert it. Always. We can help you with that.

SPEAKER_02:

And I can link up a description below, it'll be a link to a Calendly invite with our VP of sales, and you can schedule to learn more about our private phone training and our on-demand courses and how we combine that with role plays. Very powerful coaching program on the phones. But the main thing today is understanding the visibility that you gain by outsourcing is essential to your success. And equally as important, if not more, is how you look at those numbers, is even more important, right? Like I just said, I guess it may or may not be more important, but it's just as important. Because this doctor was ready to give up on a company that had, and FYI, like I said earlier, like we're normally in the 90s, mid-90s, low 90s. So 82% is actually a low number for us. But it happened because they they ran a price-sensitive pay-per-click ads. The agents were bombarded with inquiries. We also had a couple new agents answering the phone, so they weren't as good, which again, leadership opportunity to go in and train and develop and make those people better for our clients, make those people better for themselves, make those people better for our team and our company. Nothing about that is a negative. The 82% is way higher than what your people are doing, everybody. If you had insight and you really knew, your receptionists in their best months are probably in the 70s, in the very best months. But you don't have visibility of it, so you just don't see the urgency. And then when you do see the urgency and you hire an outsource partner, in this case, the example being right chat, right? Then you get a number and you're like, oh my god, that's no good. When it actually is, for multiple reasons that I talked about today. Gotta look at it differently. As always, everybody, thumb this up on YouTube if you're watching there. Hey there, appreciate your support. Make some comments, be a leader, get the chatter going. Sometimes it takes somebody to get it started for others to chime in. As always, on the podcast, audio experience channels out there, write us a five-star review if you would. Share this with friends, colleagues, anybody wanting to get trans or wanting to get better at life, career, and or business to our niche out there. Doctors, as always, appreciate your support. Share this with as many people as possible as we continue to grow this massive following nationally and globally of the Brian Wright Show. If you happen to be outside our niche today, right, this still applies. The phones are such a lost opportunity for all industries out there for all kinds of reasons, maybe a little bit different reasons, different ways. But the phones are, especially for small businesses. Man, you've got to train your people how to convert. It's got to be on the forefront of all of your minds this calendar year, next calendar year, and forever is you've got to keep your phones sharp.

SPEAKER_01:

Hope everybody enjoyed today, and we'll talk to everybody soon. Bye bye.