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Turning Phone Calls Into Appointments

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As most people know, the sales process for nearly every industry begins with a phone call, and the goal is to turn those phone calls into appointments. Unfortunately, the process ends hearing something like, “Okay, I will call you back,” or “Great, thanks for you time”…the horrors of being thanked for you time; it really is the ultimate rejection.

So why is it that all the very interested captured callers never make their way into your office?

Do not try to sell any services or products over the phone. It has been said that verbal communication is less than 20% of communication spoken (hint: this is the perfect time to grab a pen and paper). It’s time to discover the decision-making process of your soon to be new client. Questions can be answered by asking questions with a small price to be paid first. I call it “give-give-take”.

Here is a great example of giving before taking:

Hi, my name is Sara; I would like to know how much you charge for breast implants?

The give:

Sara, that’s a great question (validation!).

The give:

In fact, Sara, if I myself were looking to have cosmetic surgery done, I would research costs too (Oh? What’s this? You just related to Sara…better yet, Sara can now relate to you).

Now it’s time for the take:

Sara, besides the cost, what are your top five concerns while selecting the right surgeons for you? (Write this down! Sara is now going to tell you exactly how she is going to make a decision). These concerns you will use during the office visit keep them handy (see my blog on the office visit).

Time for the close.

Remember you are closing the in-office appointment and nothing more.

Now explain:

Sara it is probably best that we meet face to face. It is very important for me (give) to make sure you choose the right surgeon, staff and facility.

What typically works best for you- mornings, afternoons, or nights? (There is only one way she can answer this and that answer isn’t NO).

Mornings work better for me, Dr. Fantastic.

I have consultations available on Wednesday and Thursday. What day works better for you?


Okay fantastic. Wednesday of this week or next week (this week will increase your show ratio).

Sara I have a 9:15 or 10:45 which would work better for you? (Always set appointments 15 minutes before or after the hour. This will increase your show ratio nearly 40%. People remember 10:15 much easier than they do 10 or 11.

Great Sara, I look forward to seeing you then!

Try a few of these techniques and see if you don’t increase your appointments, show rate and overall sales!  A solid medical or dental marketing plan will get you part of the way there, but closing phone call leads will be essential to the success of your medical or dental practice.  On top of Dental and Medical website design and SEO, Omni Premier Marketing takes great pride in helping medical and dental professionals drive new business to their practice as well as close leads.

Patrick is the co-founder and director of business development at You can contact him at (800) 549-0170 or

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Englewood, CO 80112

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