Your votes are in (here's what won)
|
The results are in. A couple days ago I asked you to vote on your biggest frustration, and you had three choices: Sales, Marketing, or Culture. Got a bunch of responses, which is awesome. And the winner? Sales. Not exactly a shocker. So we’ll dig deep into sales over the next couple weeks, BUT here's something cool I want to share first. These three areas aren't really separate things. They're connected in ways that are easy to miss. A few examples: Your most important marketing audience is actually your own team. That ties marketing straight into culture. And your culture shapes how people experience your patient journey. Which is really just another way of talking about the sales process. See how that works? There's a framework I teach that ties this all together. We call it the Conversion Stack, and it has four layers that build on each other. Layer 1 > Strategy. Think of it as your foundation, your mission, the driver of every decision you make. Layer 2 > Beliefs. Beliefs bring your strategy to life in the real world. Layer 3 > Mindset. This is how your beliefs show up in real time. Step up to the plate believing you're a great hitter and you swing differently than someone who thinks “Man, I really stink at hitting.” Simple as that. Layer 4 > Tactics. Scripts, templates, the actual execution stuff. And this is where most people go wrong: Everyone wants to jump straight to tactics. And I get it, because tactics feel productive and they’re like a nice shiny object. But tactics without the other three layers of the Conversion Stack fall completely flat. It's like putting a fancy roof on a house with no foundation. No point. So here's your takeaway for today: You might think you have a sales problem... or a marketing problem... or a culture problem. But zoom out a little. What you're seeing is probably just the symptom. The root cause is likely lurking somewhere deeper, and it’s probably affecting more than you think. That's what we're here to figure out together, so buckle up and while I take you for a ride... - Troy “Not Just Tacti-Cole” (see what I did there?) PS - I’ve got a great example of this I’ll send tomorrow, involving my horse chiropractor. Stay tuned... |
LogiCole Consulting
“Hey do you have a good script for X?” A surgeon asked me during a discovery call last week. And the short answer is yes, BUT… Let’s talk about why you can’t just throw a script at your team and automatically book more surgery prospects. A script by nature is static. And our patient interactions… they’re dynamic. Your patients have different personality styles. You have some who are direct and quick, others who are more social, and still others who are analytical. So to say, “here’s the...
We’re a board game kinda family. Although as everyone’s getting older, it’s getting tougher for me to dominate. When I’m not getting waxed at Chess by my sons, I’m getting beat at Sleeping Queens by my youngest daughter. (That said, my extensive writing experience makes me an ace Scrabble player. And I’ve been known to have some epic rolls in Farkle.) But one of our all-time favorite games (and one we can all play together now that the kids are 13, 11, 9 and 7) is Apples to Apples. We love...
There are two main types of people when it comes to the idea of “Sales” in an elective medical practice and honestly, watching them go at it never gets old. On one side, you've got the "Sales Rules" crew. These folks treat selling like oxygen. They track their close rates, they study objection handling like it's a sport, and they genuinely believe that a well-placed question can change a patient's life. For them, selling isn't just okay, it's the whole game. On the other side, you've got the...