Reception Course Vet

™

The Masters of Marketing Administration is an educational advancement
for training of business owners and their administrative and support
staff on the Viva System—a system that puts in place the
ideal residual business model for consumer
acquisition, loyalty and retention.

Copyright © 2018 by Gregory Hughes, Viva Concepts, LLC. All rights reserved. This book or any portion thereof may not be reproduced or used in any manner whatsoever
without the express written permission of the publisher except for the use of brief quotations in a book review. Printed in the United States of America. Second Print, 2018.

Introduction

The receptionist is the first point of contact for anyone that comes into the practice. A
competent receptionist will acquire more clients for the practice and will also improve
the health of the animals. A poor receptionist will drive the clients away which may
result in animals NOT getting the care they need. It is thus of crucial importance for a
receptionist to understand the importance of their position.

The receptionist plays a vital role in the long term growth of any veterinary practice. The
functions of the receptionist are innumerable and require a study in human relations,
manners, helpfulness and etiquette.

The receptionist is a messenger for the owner’s vision of how to treat, provide service
for and communicate with new and existing consumers.

The most important qualities in a receptionist or “messenger” are conduct and skilled
social intercourse when interfacing with people, whether in person or on the phone.

Definition of conduct: personal behavior and way of acting.

It is important to understand that the conduct of an individual consists of specific
attributes (a quality, character, or characteristic).

For a receptionist, critical attributes are such things as a helpful attitude, a constant
smile, care, compassion, understanding, personal appearance, physical dress and
listening ability, all of which fall under the umbrella of excellent communication skills
and granting of importance to the consumer!

These attributes and skills are learned through education and practice. Perfecting these
skills results in the highest volume of new referrals for a business.

A receptionist with a crass, sharp attitude and appearance is the a major liability for any
business formula for failure for any business.

Consumers remember how they were treated just like you remember how you were
treated when obtaining any service or purchasing items from any provider.

Our primary objective with the receptionist and any staff member is improving their
skills through education and application of that education in the veterinary practice.

The purpose of this course is to teach the student
the laws and the procedure on how to
convert new callers into scheduled
appointments who arrive for service

Receptionist Training

The receptionist training consists of practice and drilling using
specific rules and laws that steadily increase one’s ability to convert
a new caller (a new potential client) about a service or price.
It requires training to become skilled and proficient.
This manual covers the subject of conversion.
Definition of conversion: “The point at which a recipient of a
marketing message performs a desired action.” In other words,
conversion is simply getting someone to respond to your
marketing piece, its offer or its call-to-action.
The topics that will be covered are:
Topic 1: The Single Channel
Topic 2: The Laws of Conversion

5

The Single Channel

The most important aspect of acquiring new clients from ALL marketing efforts is
understanding “The Single Channel.” The below diagram illustrates how all marketing
efforts, from all types of marketing and advertising, are channeled through a SINGLE
person: the receptionist. The value of a receptionist and her skill and competence at
converting new price shoppers and people who inquire about services of the practice
is in fact one of the most vital factors in the expansion and growth of any practice. It
cannot be underestimated.

Pay Per
Click

Direct Mail

SEOing

Walk-Ins

Internal Referrals

6

Making All Your Marketing Work

The cost of acquiring new clients is CONTROLLED by the ability of the receptionist to CONVERT
new callers (enquirers) into scheduled appointments! The ONLY channel to new client
enquirers entering your practice is through a SINGLE CHANNEL. And that channel is the
receptionist!

Receptionist Office

Every single call generated from ANY type of marketing comes through a SINGLE CHANNEL. And
that channel is the receptionist.

7

The Actual Cost of Low Conversion Rates

New Client Annual Value

The nationwide average value of each new client in the first year is between $650 to $800.

According to surveys conducted by the American Academy Veterinary Medical Association research showed
that a new client (pet) in their first year, have a national average value of $650 - $800.

What does this mean for the receptionist? Not only does each new client (or client) spend an average
of around $700, there is an additional cost to acquire a new client for every veterinary clinic across the
country. The cost of acquisition of a new client averages $65 per client.

Remember, if the client does not come into your practice and acquire regular health care for his or her
pet, then it is ultimately the pet that suffers.

Cost of Client Acquisition

Again the average cost for new client acquisition nationwide averages $65 per client. However, most
practices have never calculated the actual cost. To guess is to think one knows when he doesn’t. Most
practitioners don’t have the personnel or the time to obtain the data and metrics. At the end of the day,
the cost to obtain a new client is expensive and this expense needs to be known.

Cost of New Client $65 Actual Cost
Acquisition for New Enquirer

Value of New Client Not Converted
Within 12 Months
=$700 $765

8

How Does a Low Conversion Rate Effect the Practice?

31 Calls Not Converted Out of Every 40

$765 X 31 = $23,715

Monthly Revenue Loss

$23,715 X 12 = $284,580

Months/year Annual Revenue Loss

9

Conversion: Lowering the Cost of Marketing

How Conversion of New Callers Lowers the Cost of Marketing

The cost of marketing begins with the salary of the receptionist. Why is this? Because every
business has what is called a “marketing cycle.” The marketing cycle, while quite simple, must
be fully understood by the owner, the office manager and anyone receiving calls from new
consumers—most importantly the receptionist!

The “marketing cycle” is simplified below and illustrates how any and all advertising or promotion
will cause a response or a call of action to the business.

Local Neighborhood Area

Website Direct Mail

Etc.

$ Dollars
Marketing & Advertising

Veterinary Clinic Responses to Marketing Offer

5 Responses
Generated

10

Doing the Math

The math in the following example illustrates how a receptionist can lower or increase the marketing
cost of a new client. Let us assume that an office purchases a direct mail marketing campaign of
10,000 neighborhood mailers.

In today’s market, the average cost of 10,000 post cards or similar is approximately fifty cents per
piece (0.50), which means the owner paid $5,000 for the campaign.

The national average response rate to direct mail according to the Direct Mail Association of
America (DMA) is .002% (this is two-tenths of 1%). This means that 10,000 post cards will generate
approximately 20 phone calls!

The math is simply 10,000 post cards X .002% = 20 calls

The Below Math Shows How the Cost per Client Changes with Conversion

5 Calls Converted to Appointments: $1,000 per client
5 $5,000 (cost of the campaign)

$500 per client
10 Calls Converted to Appointments: 10 $5,000 (cost of the campaign)

$333 per client
15 Calls Converted to Appointments: 15 $5,000 (cost of the campaign)

11

How To Measure & Log Your Conversion Rate

There are many ways to measure or keep track of your office’s conversion rate. There are two
methods which are the most simple:

1. Use the incoming “phone id #” that shows up when anyone calls the office.

2. If you do not have “phone id #s” then, at the very beginning of the call, simply ask,
“Is it okay if I get your name and number in case we get cut off.”

Keeping Score of Your Conversion

The procedure is simple and is illustrated in the below diagram. The following steps are used to
track your conversion percent of new callers:

1. It is best to monitor new call conversion on a weekly basis.
This means that your “New Caller Log” is filled out week by week.
All weekly sheets are retained by placing them in a folder.

2. Use the Call Conversion Log which consists of new caller phone number (diagram
on opposite page).

3. Using the phone numbers from your “New Caller Log,” go to your practice
management software and “search” for the 1st phone number on the list.

4. If the phone number appears in your practice management software, then put a
by the phone number.

5. When you have checked all the phone numbers from your “New Caller Log” then add
the total number of clients that have made appointments for their pets and arrived
for their service.

Note: In searching for a phone number in your practice management software, the
conversion is only counted IF THE PERSON HAS ARRIVED FOR SERVICE. If they have not
yet arrived, the conversion is not counted.



12

New Call Conversion Log

New Caller Log

Weekending __________________ Name of Call Converter___________________

Date Phone # Name
% Converted _______
1
2
3
4
5
6
7
8
9
9
10
11
12
13
14
15
16

Note: File this weekly form in a monthly folder.

13

Procedure for Calculating & Filing Conversion %

Using your New Client Conversion Log go to your software and search for the phone number for each
entry and put a by the ones that arrived for their appointments.

New Caller Log
Weekending ___J_a_n__2_-_7_________ Name of Call Converter____A_l_i_c_e_F__ri_t_z______

Date Phone # Name

1 Jan 2 665-3255 Bob Jones
2 Jan 3 665-2522 Greg
3 Jan 3 665-1628 Bety
4 Jan 4 665-6545 Josie S.
5 Jan 4 665-4212 Ann Boyd
6 Jan 4 665-3597 Debbie B.
7 Jan 5 665-1022 Jessica K.
8 Jan 5 665-9866 Bridget Smith
9 Jan 7 665-3787 Koko T.
9 Jan 7 665-1124 Armond
10 Jan 7 665-4485 Anna Z.
11
Note: 7 new arrivals 12
match the New Caller Log 13
phone #s and/or names 14
15
16

14 Note: File this weekly form in a monthly folder. % Converted _7__0__%__

Filing the Weekly New Caller Log

Each week the New Caller Log is filed in its monthly folder. Most months will have 4 reports filed in its monthly
folder. But some months will have 5 depending on how the weeks fall on the calendar year.

Week 4
WeekW3eeWke2ek 1Week1e2n3d4i5n6g7DJ8_aJa9_WanJ9_t1anJJe_e1aa0n2Je_1a1n3nJk_11a2n3Je_12a3n4J2n_13a4n4Jd314_a5n4Ji5_a-n6n5JN26a_gn57D_8n7J8__7eaJa9__7aWnJ9_Nt_w1anJJ_ee_1aa0n2 Jo_e_1a1n3nJk_1_a12n3tJCe_1a623n4eJ1n_1a634n4J6a6d:N1_a645n4J65i_a-65a6n5Jn6l5FN2a-_6m6n56lgi53-6_1l7Dn7e6e5e2J-6_287_e6Pa5W1J-6a_5r9t7o_65a5h6nhJ-6N6_9wf6_et21a554niJ-6J5_6Ce_e2sLo1 a5a230n2J-6o2_6ka_41a5181w1n3n-Jn5eo_6l1_1at52C59l2n3-J0ne69_e1ae5323C3n4-J98gd6e2_1a6741o4an4-J:7N-6ik61_#a62545nn4nJ5116l8a_a666l6ny5gJv5F4-6N24ma_6l77eDn5i53f-68lJe6_48r_on7e5e2a-6t2Ja6_59P_7er5e1a- 6n5Jrto6m_95_75tr1h6ah-6n6JJf6_N_2w_e5154aai-60n25J6C_2sLo_i_5123a -61nn32nJ6oa_4_5_181aw-n2n35Jo6l1__5_a159altA-C3n40J2e9_e5B6_123Cae-4n84Jlgme2-_G617_1aoi-65n74oaJ7:k6cN#_B624_an6o6n15J5lr8beN_J66aa_yv6ln45eneo5F2-A6_7em_6ln7fit5s8F3Jg-D6s_4rlohe_n67eoe5et2tr-J6i_52r6_elP7yee5e n1iyn-B6m_5rtoN6r_w5t5h6bsh-K6_6_zff6e_r2S5B54 oi-sA6_5_oi6obCi_2sLos52n3.-Ad6li2_o_r6a4_d5cki81wt-nC5_mon_6leg1ay65Aae59oel-0_e_B9e6e5dnr23C6l-ma8_go:BGe_N2.Ki671Toot6-a7c5_B_k66#no2a4..6n.lr1be5FS_Jl8-6m6eny6lvZeod4i5A_32-m6l7ee6t.sFe5fJgDes2_8-6hn24ro6oPt5rJ1i_t-6i5l5rtoy6eree5eni5ytnB h6_h-66mtf6hr25bsK54i_-6zfe5_r6CS2sLoB5osA23-6_ob2i_6ias45.Adl81iwn-no_r5_od6lc1ki559l-mn_0eg_eya9eeao5A23C-8_g_eed2Bnr71o-lomB7_.K_k6G#Tit24ano1_cl_8Bn...6oyvS4rbe_2J7Zedeneofm8A_4r.otsFJgDst_hn5roetrJii_mlyreteeniynB__htbsK_zf_eriSBosAn_ob_isN.Adlio_r_dcakiAmn_eg_yBaaeolm__GednriomoB_c._KBTtoar_be_Jn...eneoSeA_ZdtsFJgmDs_hn.otrJi_lyeeeniynBi_ttbsK_zfehrSBosA_obis.Adlio_rdckimn_egyaeo_ednroB_.KTta_n...SZdm%. iCtohnverted7__0__%___

JanuaryFebruary March April August

May
June
July

Calculating the % Conversion September
October

November
December

To calculate your % Conversion simply divide
the number of new clients arrived by
the # of New Callers listed in your New Caller
Log:

7 10 = 70% Conversion

15

An Effort to Stay on the Phone: Key Factor

An Effort to “Get Off the Phone” or “Stay on the Phone?”

The front office of any practice has many periods during the day where there is “heavy traffic” for
the receptionist and other front offic personnel as they have New Clients walking in, forms to fill out,
clients leaving needing new appointments, the office phone ringing, a second line on the phone
ringing, a client leaving that has a question about their bill and someone in the back asking “do you
know where the chart is for Anna Dobson?

Many offices have clients coming to see the tech, sometimes two or more techs as well as all the
clients that are seen by the doctor. This causes an enormous amount of interaction and to say the
least, the receptionist is bombarded at peak periods during the day.

When “heavy traffic” is hitting the front office and the phone rings from a new caller, the receptionist
has one primary EFFORT with this call during times of heavy traffic. That effort is to GET OFF THE
PHONE. There are one or more clients in front of the receptionist and the demands of a client, that is
in front of the receptionist or front office staff, is to give the attention and effort to the person standing
in front of them. The effort to calmly answer the phone and remain on the phone to ask questions
and convert the caller is dramatically diminished due to the people in front of you.

The largest factor in losing new callers is lack of time spent in asking questions so the conversion rate
goes down and the client is lost.

Why? Because the receptionist has an Effort to Get off the Phone!

An Effort to Stay on the Phone—The Key to High Conversion Rate

The most key factor to high conversion rate is the time spent on the phone with the new caller!
Conversion rate increases with TIME on the phone with the new caller. The key and most important
factor to conversion over all other factors is:

An Effort to Stay on the Phone!

16

Why There is an Effort to Get Off the Phone!

Case Acceptance

Finacial Arrangements
Client Questions

With phone calls, demands for filling out forms, exiting clients for appointments, financial and case acceptance
questions and demands for charts, where is this and that...the reception has an effort to get off the phone!

17

The Most Importance Factor of Conversion

Conversion Rate Breakthrough—Industry Research

Over the last two decades there has been an increasing amount of marketing throughout the industry.
With the advent (arrival or appearance) of internet, digital marketing and a demand for more clients,
the subject of converting new callers has became a vital factor.

The amount of marketing dollars increases dramatically if the new callers, (who respond from all
marketing efforts), is not converted into a scheduled appointment.

The largest marketing budgets are spent by veterinarian chains, such as Banfield and a host of others
which have escalated over the past 20 years. These organizations own multiple offices and their
marketing budgets are enormous.

As such, they too ran into the problem of conversion rates being too low. Their solution was to open
call centers where all new callers. The entire reason was to accomplish higher conversion and to put
in place the most vital rule to conversion:

An Effort to Stay on the Phone!
The conversion rates rapidly rose to 60%-85%, which dramatically lowered their cost of acquiring a
new client.

How a Higher Conversion Rate Lowers All Marketing Cost

Here is an example of how a high conversion rate lowers all marketing costs.
An owner purchases 10,000 direct mail pieces for local neighborhoods at a cost of .50 per piece.

At .50 per mailing piece X 10,000 pieces the owner paid $5,000 for his marketing campaign.

10,000 direct mail pieces will generate about 20 phone calls (.002% is the national average).

5 calls converted to a scheduled client: $5,000 ÷ 5 new clients = $1,000 per client
10 calls converted to a scheduled client: $5,000 ÷ 10 new clients = $500 per client
15 calls converted to a scheduled client: $5,000 ÷ 15 new clients = $333 per client

18

Conversion %Time Versus Conversion Rate

The below chart is a long term industry study which illustrates the most vital factor to apply for increasing
the conversion rate of new callers. As the chart below shows, the longer the time spent on the phone with a
client, the higher the conversion rate.

100%

75%

50%

25%

123456789

Minutes on the Phone

How the Most Vital Function of the Reception is Easily Lost

When a receptionist is hired it becomes very easy to “dilute” or “lessen” their most vital function in
the office—which is identifying a new caller and skillfully answering questions to bring them into
the business as a new consumer.

Before we identify the receptionist’s most important function, let us first establish a fact that is
undeniable:
The business cannot function or receive a single call from a new client or consumer unless a
receptionist is present to answer the phone during business hours. The receptionist salary is a
100% marketing cost—as without one, new consumers cannot be brought into the business.

The receptionist’s most vital function is receiving new client calls responding
to any marketing offer or a referral calling in to make an appointment.

19

How the receptionist Key Function is Lost

How does the receptionist Position become “diluted” or “lessened?”

The way the receptionist position becomes “diluted” or “lessened” in performing its most vital
function is because most every receptionist has multiple duties and tasks—and each of the duties
are important and need to be performed: filling out forms, pulling charts, making appointments,
handling finance questions, answering questions from clients, hosting and helping with new clients,
cleaning, handling machinery, computers, copiers and so on.

In the midst of all these functions, the MOST VITAL FUNCTION can become less important. The
remedy is to treat new incoming calls as a priority. This is done by organizing the
receptionist so he or she can focus on the new call without interuptions. This gives adequate
time to stay on the phone to control the conversation and ask sufficient questions of concern to
convert the new caller into a scheduled appointment.

How to Make a Front Office Receptionists Have Sufficient Time to Stay on the Phone

There are easy steps to organize the front office receptionist (call conversion specialist) to bring about an
effort to stay on the phone and dramaticallly increase the conversion rate:

1. Only ONE person is the key call conversion specialist in the office, called the New
Client Coordinator.

2. All new call inquiries (any price question or new caller) is always transferred to the
New Client Coordinator.

3. When the New Client Coordination receives a new client caller, he or she
answers the call away from the key traffic and “noise” area of the practice.

4. The New Client Coordinator learns all the key elements of conversion and becomes
a specialist, keeping track of her conversion rate and over time, becomes better and better.

20

The Laws of Enquirer & Conversion

21

New Call Enquirers

Learning the Callers Scale of Importance

The different types of calls that occur in a practice vary greatly in terms of their importance. The scale
below illustrates how important each type of call is on a scale of of 1 - 10. The calls are placed on the
scale in terms of how difficult is it to handle the call.

For example, an existing client in pain is relatively simple to handle as anyone knows that you just have
the client bring their pet to see the veterinarian. A client with a question about their bill or insurance
has a high value as any client calling usually has a question about the bill being too high or not what
they expected. Incorrectly handled, the office can lose a client. A new inquiry is also at the top as the
cost of losing a conversion averages $765.

There are a variety of calls a receptionist receives during the day. Calls such as:

I need to change my appointment

I have a question about my bill

I need to cancel my appointment

Can you explain my bill?

Are you open on weekends?

I need to refill my prescription

My pet is in pain

What is the cost to spay my cat?

Post-op questions

Supply & vendor calls

The two circled above are very different because these types of calls involve and concern
a law which is critical to know.

This is called the Law of Enquirer. This law is explained on the following page.

22

Callers: Scale of Importance

What Makes a Call Important on the Scale?

When determining if a call is important and placing it on the scale illustrated below, the factor that
makes a call important is the following:

Will the Call Increase or Decrease
the Size of the Active Database?
Here are some examples: Converting a new caller increases the size of the active database. Losing
a client because their of their upset with their bill can lose a client from the database. A cancelled
appointment, not handled correctly, is a client lost out of the database. A cancelled tech appointment is
again, another lost client out of the database.

The “Callers Scale of Importance” is illustrated below which give a guide as to the importance of the
variety of calls that were listed on the opposite page.

10 Are you open on weekends?
What is the to spay my cat?
9 I need to cancel my appointment
8 Can you explain my billing?
I have a question about my bill
7 My pet is in pain
6 Post op questions about their pet
5 I need to change my appointment
4
3
2
Supply & vendor calls
1 23

Law of Enquirer

The Law of Enquirer
When any new consumer calls your office, your marketing conclusively
worked, the owner paid for it and the individual is already a buyer...
they just haven’t given you the check.
There is no call that comes into the office where the consumer did not
respond to some form of marketing or advertising. Whether it is from
the website, direct mail, a referral, the sign on the building, YELP, or
any other form of marketing or advertising, the marketing worked and
the business owner paid for it!

Law of Conversion

The Law of Conversion
1. To convert new consumer enquirers, you must control the conversation.
2. To control the conversation, you must ask questions of concern for at

least several minutes or more.

24

Conversion Sequence Drill

The Conversion Sequence Drill
Put the Laws of Conversion into practice by using the Conversion Sequence
Drill.
Every time a client calls in as a new inquiry, you have to convert that person
through four exact steps.

The sequence of actions to convert ALL new callers is the same:

Step 1: New inquiry calls the office (identifying the new caller)
Step 2: Ask the KEY question:

“Is it okay if I ask you a few questions before I give you
the best price?” Or similar type question.

Step 3: Ask questions of concern for at least several minutes
Step 4: Schedule their appointment without turning the control

back over to the new caller

25

Step 1:
New Enquirer Calls the Office

Use the Law of Enquirer: Your Marketing Worked!
And, the Doctor Paid for It!
Note: Every new enquirer that is LOST is an actual revenue loss
in excess of $1,000.

New enquirer
calls the office

26

Step 2:
Ask the KEY Question

Is it okay if I ask
you a few questions
before I give you
the price?

Yes.

Controlling the Conversation

27

Step 3:
Ask Questions of Concern

Ask Questions of Answers
Concern on the Questions
subject they are
calling about.

Controlling the Conversation

28

Step 4:
Schedule the Appointment

Always give the Confirms
client two choices Appointment
when scheduling an
appointment.

Controlling the Conversation

29

30

Conversion Sequence Drill Example

There are ways to convert new inquiry calls into scheduled appointments. There
are wrong ways and right ways of handling incoming calls. A trained receptionist
immediately recognizes the new enquirers. The receptionist takes control of
the conversation by asking questions of concern and converts the calls into
appointments.
The following is an example of a wrong way and a right way to handle a new
enquirer.

31

Wrong Way Example
Client Controls the Conversation

What is the
cost to spay my
cat?

Controlling the Conversation

32

We don’t give Okay, thank you.
prices over the Goodbye!.
phone!

Controlling the Conversation

33

Right Way Example
Receptionist Controls the Conversation

Is it okay if I ask you a Yes.
few questions before
I give you the price?

Controlling the Conversation

34

Whats your pet’s Misha
name?

Controlling the Conversation

35

Right Way Example
Receptionist Controls the Conversation

Oh, thats a great She is 7
name! How old is month old.
your cat?

Controlling the Conversation

36

Has your cat gone
into heat?

I have no idea!

Controlling the Conversation

37

Right Way Example
Receptionist Controls the Conversation

Thank you. Just a About 4
few more questions. months ago!
When was the last
time you took her to
a vet?

Controlling the Conversation

38

Thank you, your My friend at
information is very work told me.
helpful. By the way,
how did you find out
about our office?

Controlling the Conversation

39

Right Way Example
Receptionist Controls the Conversation

Great. Let me Great.
answer your question
about price so I can
assist you.

Controlling the Conversation

40

The cost of spaying ...
your cat in our area
averages between
$150 on the low side
and as high as $450
on the high side.

Controlling the Conversation

41

Right Way Example
Receptionist Controls the Conversation

Let me help you a bit. Oh!
We definitely recommend
all cats to be spayed.
Because she gets some
health benefits as a result.

Controlling the Conversation

42

Your female cat is Uh huh!
less likely to develop
mammary gland
tumors, which are most
often cancerous....

Controlling the Conversation

43

Right Way Example
Receptionist Controls the Conversation

Mammary tumor cancer is most That sounds
easily prevented by spaying the great!
cat before her first heat, which
usually occurs around 6 months
of age.
What we do for Misha is we can
schedule a complimentary exam
with our doctor so she can see
how we can help her!

Controlling the Conversation

44

We can see you right Tomorrow
away. We have an morning is
appointment this perfect.
afternoon or tomorrow
in the morning. What
time is best for you?

Controlling the Conversation

45

Right Way Example
Receptionist Controls the Conversation

Appointment Book

See you
tomorrow!

Call Converted to a Scheduled
appointment

46

Conversion Procedure

The following pages have further examples demonstrating
the Laws of Conversion and the Sequence Drill as they apply
to new inquiries.

The Sequence Drill is always the same in answering
any inquiry that calls the office. The sequence is 4 steps:

1) Identify the inquirer and determine the dialogue
you will use.

2) Ask the key question, “Is it okay if I ask you a few
questions before I give you the price (or give you the
answer)?

3) Ask “Questions of Concern” repeatedly for at
least several minutes or more.

4) Schedule the appointment.

47

Overview in Handling Conversions

Learn the Laws

Learn your laws well and know them cold! Study and use them as this is how your
competence will improve.

Laws of Conversion

1. To convert new consumer inquiries, you must control the conversation.
2. To control the conversation, you must ask questions of concern for at least

several minutes or more.

Law of Enquirer

When any new consumer calls your office, your marketing conclusively worked, the owner
paid for it and the individual is already a buyer...they just haven’t given you the check.

Practice Drilling

The way to become expert is to drill different buyer questions until you can smoothly convert
new callers into scheduled appointment!

48

Grading Your Progress

49

Keep track of your new client enquirers by making a logbook so you can find out
and improve your conversion rate. Your progress can be monitored (by yourself)
and is shown on the below “Conversion Measuring Scale.”

CONVERSION MEASURING SCALE25% 40%40%

UNSKILLED & UNEDUCATED SKILLED &

50