BACK TALK SYSTEMS, INC. 14998 W. 6th Avenue, Suite E-500 Golden, CO USA 80904-5025 USA 1/800/937-3113 CANADA 1/800/461-0100 UNITED KINGDOM 44(0)1202-534-986 AUSTRALIA 1/800-800-963 www.backtalksystems.com Team Tip #69 SCRIPTS (part 1) by Susan Hoy THE INITIAL PHONE CONTACT Has this ever happened to you? Your office phone rings and you answer. The caller greets you with the following question, "Hello, could you tell me how much you charge for an office visit? Because this person caught you off guard, you say "Sure, a new patient visit at our office is $75." Suddenly you realize you shouldn't have volunteered this information so quickly. The caller says, "Thank you very much, I may call you back", and hangs up. You know that you have just lost that potential patient and any future patients that might have been referred. This scenario has happened to all of us, whether we care to admit it or not and there is no telling just how much income is lost because we weren't well trained and confident enough to handle this type of phone call. . I hate scripts! Why would a chiropractic office need scripts? I, like most people, am sick and tired of telemarketers who are so scripted that I begin to wonder if there's a real person behind that voice I've changed my mind about scripts, at least as they pertain to certain scenarios in our office. Over the years we've had some employees who just simply are not trained to handle certain questions. They don't know what to say or how to say it, not because they're not capable but because they are not well trained. Make no mistake about it, what you say and how you say it can make or break a practice. Even the best communicators must be trained in how and what to say. Presentation is everything! I've found that scripting is essential in our office. They must, however, be delivered naturally and comfortably and it's vitally important that every staff member is saying the same thing and in the correct verbiage. I'm going to begin the scripts with the initial phone call. You may have the best chiropractor in the world, but if you don't say the "correct" thing to get potential patients to schedule an appointment, your chiropractor can't treat them! We have to understand what the potential patient is feeling when he calls your office. He or she may be pain, fear, confusion, frustration, exhaustion and is probably feeling anxious about seeing a chiropractor. There are several questions this caller needs to have answered before making an appointment. They are as follows: 1. Does this office give me confidence? 2. Is this doctor experienced? 3. Does this doctor have experience treating my problem? 4. Does this office care about me? 5. Is my problem serious? 6. How much will I have to pay? We must understand is that the first five questions must be addressed before we answer number six. However, the sixth question is almost invariably the first question asked! So, we have to be adept at controlling the conversation immediately. The first thing we need to know is how the patient happened to call our office in particular. Was it from a referral, from the yellow pages, insurance book, etc. Second, we need to ascertain if the patient has an acute problem or a chronic problem. That will tell you if you need to schedule an appointment immediately or if it can wait for a day or two. The following are scripts we use in our office. Your phone answering technique should be short and to the point, giving the caller the impression that you are busy, yet professional. Your voice should be pleasant and upbeat. "__________ Chiropractic Group, this is Susan." PATIENT: "Hello, I was wondering how much you charge for a visit." CA: "I'd be happy to give you that information, but may I get a little information first?" PATIENT: "Yes, go ahead." CA: "Were you referred by a patient of ours, or a medical doctor?" (This question gives the caller the idea that most of your new patients come from referrals or medical doctors, and it instills confidence. PATIENT: "I was just looking through the phone book for a chiropractor that was nearby." CA: "I know how confusing it is to look through the Yellow Pages for a doctor, but let me tell you that you have called a very well respected, reputable chiropractic office. "Dr. ___________ has been practicing in this city for over 20 years and he has an excellent reputation throughout the area. He is an excellent chiropractor. May I have your name, please?" PATIENT: "It's Sally Smith." CA: "Can you tell me what kind of problem you're having, and how long you've had it, Sally?" PATIENT: "I've had a very stiff neck for about two weeks and now I'm in so much pain and I don't think I can stand it much longer. I'm finding it difficult to work, I can't concentrate, and I need help! I've been to my doctor but he just gave me painkillers and muscle relaxants. I feel like I'm in a fog and it's not helping anyway." CA: "What we have to do is get to the cause of your problem, not just cover it up with drugs. After a while they cause problems with your stomach and elsewhere". Do you know how this happened?" PATIENT: "It started right after I began exercising at the gym on a regular basis." (Try to create an identity with the patient.) CA: We have a lot of experience treating this problem because we have a lot of patients who hurt themselves exercising. Once we relieve the pain, we try to educate our patients about the proper way to exercise without hurting themselves. Do you have any pain radiating down your arm?" PATIENT: "Yes, it is beginning to do that. Is that bad?" (Offer assistance) CA: "I can tell you that symptoms like yours shouldn't be ignored. If you decide not to come to us, I would strongly recommend that you get help somewhere. It definitely sounds like a chiropractic problem. Our office offers a free consultation. You can come in and meet with our doctor and determine if he can help you. Then, you can decide if you feel comfortable with Dr. __________ and our office. I will also set time aside for you to be treated since most people decide to stay for treatment." PATIENT: "I think I'd like to do that. How soon can you see me?" CA: "Even though we are a busy office, patients in pain are a priority and we always keep space in our schedule for patients in pain. I have an appointment available at two this afternoon. Can you come then?" PATIENT: "Yes." (Give her information about your fees so she arrives expecting to pay for her treatment after the free consultation.) CA: "Now Sally, you asked about our fees. Actually, they are quite reasonable. The fee for the initial visit is $75. It is possible that the doctor may require X-rays, and depending on the type of X-ray taken, the most it could cost is $80. We accept cash, check, credit card. PATIENT: "I don't think I'll need x-rays. I've had them before." CA: "No problem, you and the doctor can discuss that when you get here. In any case, you would not be charged for anything until you decide to be treated. Now, I need to get some additional information from you. What is your address and phone number? Do you have insurance that covers chiropractic? Please bring your insurance card with you if you do. We'll be glad to check on it for you. In any case, we will expect payment for your visit today if you don't have insurance." (Give directions to your clinic and advise the patient about the approximate length of visit. " CA: "You have an appointment today at 2:00 PM. I really hope we can help you. It's no fun to be in pain. Again, my name is Susan. I'm the office manager here. I'll look forward to meeting you." PATIENT: "Thank you Susan, you've been very helpful. I'll see you at two o'clock. Goodbye" CA: You're welcome. You need to be careful when choosing a doctor. If you decide not to come to our office, I will be happy to help you find a reputable doctor. Goodbye." (When you give the potential patient the feeling that he or she has reached an experienced, professional and caring chiropractic office, the healing has already begun! You may order our new TEAM TRAINING AND PRACTICE MANAGEMENT MANUAL package, from which this article is taken, by calling 800/937-3113 today.