The first time I saw a working version of a spreadsheet to measure the sales conversion activity of TCO’s and dentists was when it was presented to me by Laura Horton – and so it is necessary to give credit to her and the team at Horton Consulting for their pioneer work.
Today’s link is to a 7connections version of that original document and I’m sharing with you a working example from an anonymous practice, to show how they measure new patient conversion.
It is quite normal for me to see better conversion rates from the TCO than the dentist – which doesn’t mean that dentists are poor communicators, simply that TCO’s often have more time to establish rapport and the patient’s desired outcomes and, thus, they are able to convert more sales.
A timely reminder, perhaps, that the best sales are always made slowly.
The benefit of using this spreadsheet on a monthly basis is that you can identify strengths and weaknesses in the team very quickly – build on the strong sales communicators and allow the weak communicators in your clinical team to delegate to the stronger communicators in your TCO team (or triage new business enquiries to a better communicator).
That philosophy may surprise you but stems from the original Strategic Coach concept that you should discover the unique ability of each team member and work on it – not try to strengthen weaknesses.
Here’s the link:
TCO/Clinician Conversions