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\n\t\tOpinions expressed by Entrepreneur contributors are their own.\t<\/p>\n
Imagine for a moment that you\u2019re a small dental practice with a full schedule of patients every day, yet you\u2019re not seeing significant revenue growth. Why might that be? Could it be that many of the patients on the books aren\u2019t qualified? Could there be a disproportionate number of cancellations and no-shows? Not likely.<\/p>\n
In most cases where there are lots of leads coming in but no real growth, the problem is conversion, more specifically, a lack thereof. All the leads in the world won\u2019t make a difference if they don\u2019t convert.<\/p>\n
Conversion occurs when a prospect or lead becomes a paying customer. The specifics of conversion can vary by business depending on the product, timeline, cost and other factors, but the principle is the same: Interest must become action.<\/p>\n
For simplicity, let\u2019s continue to explore the example of the dental practice, an experience we can all relate to from the patient\u2019s perspective, and an area where I have particular expertise. While dentistry is a healthcare profession, it differs from many areas of medicine in that it offers numerous elective procedures \u2014 such as cosmetic dentistry \u2014 that also enhance a person\u2019s overall well-being and quality of life.<\/p>\n
All patients want a functional, healthy smile. Some need more extensive treatment than others to achieve that goal. Treatment plans can range from a single, simple procedure completed in one visit to complex, multi-step plans that require months or even years to complete. Whether a patient needs oral surgery to replace missing teeth or adult braces to correct their bite, the dental practice\u2019s job is to help them understand why following through is essential and persuade them to accept treatment.<\/p>\n
The people calling a dental practice or submitting online inquiries are signaling that they are already interested in converting. While we can all acknowledge that not every person who encounters the practice and makes contact will be a good fit for the practice, if prospects are consistently walking away or moving on without scheduling an appointment, the problem isn\u2019t the quality of the prospects; it\u2019s the approach.<\/p>\n
I see this frequently with dental practices of all sizes and in all markets. They miss opportunities because they\u2019re not thinking like business owners. They\u2019re thinking like clinicians. In dentistry, as in any service-based business, there must be an element of sales, or growth will stagnate.<\/p>\n
Allowing patients (i.e., customers) to hang up the phone without scheduling an appointment is a critical mistake. Failing to respond to voicemails and online appointment requests is another. The most common issue I encounter, however, is ignoring patients who complete an online request to be contacted.<\/p>\n
This problem spans industries: dentists, veterinarians, med spas, hair salons, CPAs, photographers, event planners, etc. When a prospective customer fills out an online form, they expect a response. Too often, they\u2019re left waiting for days or, in the worst cases, indefinitely, because no one at the business has been officially tasked with monitoring and responding to inquiries.<\/p>\n
The businesses that do respond \u2014 especially if they do so promptly \u2014 are far more likely to earn that customer\u2019s business. It\u2019s a low bar, but many businesses fail to clear it. When I work with a new dental practice, one of my main goals is to help them implement processes to ensure online inquiries are never ignored.<\/p>\n
In fact, I help train their teams to respond as quickly as possible because a prompt response signals that the practice values new patients. It\u2019s a simple concept, but it\u2019s unfortunately rare, and no amount of leads or web traffic can compensate for neglecting the ones you already have.<\/p>\n
Responding to leads quickly is only the first step in the conversion process. Once a prospect is on the phone, in the office or otherwise engaged with the business, there is still work to do to guide them toward purchasing. This is where the type of experience the business creates for the customer makes the biggest difference.<\/p>\n
In dentistry, for example, patient experience can make or break the relationship. When patients feel heard and understood, they are far more likely to accept treatment. What does that look like in practice?<\/p>\n
Listening:<\/b> The dental team listens without assumption or judgment.<\/p>\n<\/li>\n Understanding:<\/b> The dentist takes time to understand the patient\u2019s desires, goals and concerns.<\/p>\n<\/li>\n Communication:<\/b> After creating a treatment plan, the dentist walks through each step and explains it in as much detail as the patient needs to feel confident and comfortable.<\/p>\n<\/li>\n Follow-up:<\/b> If the patient doesn\u2019t convert immediately, the team stays in contact until they do or until it\u2019s clear the patient has no intention of pursuing treatment with the practice.<\/p>\n<\/li>\n<\/ul>\n From the dentist\u2019s perspective, some decisions may seem routine or low stakes. To the patient, however, even a simple, minimally invasive procedure can be intimidating and require a significant investment of their time and money. In every case, the patient deserves to have their questions answered and their concerns addressed.<\/p>\n These principles apply regardless of industry. It comes down to not taking customers for granted. Just because someone calls, walks in or submits an online inquiry does not mean they will automatically buy from your business. It takes intentional effort to move a person from lead to customer.<\/p>\n Every business wants growth. But growth doesn\u2019t come from leads alone. It comes from what you do with the interest you already have. The only way to truly move the needle is to focus on conversion.<\/p>\n<\/p><\/div>\n Imagine for a moment that you\u2019re a small dental practice with a full schedule of patients every day, yet you\u2019re not seeing significant revenue growth. Why might that be? Could it be that many of the patients on the books aren\u2019t qualified? Could there be a disproportionate number of cancellations and no-shows? Not likely.<\/p>\n In most cases where there are lots of leads coming in but no real growth, the problem is conversion, more specifically, a lack thereof. All the leads in the world won\u2019t make a difference if they don\u2019t convert.<\/p>\n Conversion occurs when a prospect or lead becomes a paying customer. The specifics of conversion can vary by business depending on the product, timeline, cost and other factors, but the principle is the same: Interest must become action.<\/p>\n<\/p><\/div>\nPractical application<\/h2>\n
Key Takeaways<\/h2>\n
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What\u2019s conversion?<\/h2>\n