Smart Answers to LASIK Fee Questions
A phone script allows every member of your staff to handle calls effectively -- without misleading potential patients.
By Kathryn E. Dunn, Eugene, Ore.

With your phones ringing off the hook, it may seem that consumers are focusing solely on a low fee as they choose their LASIK surgeon. However, keep in mind that consumers aren't making price an issue. They're simply responding to what they see and hear in the media.

Now, the challenge for you is to answer consumers' questions more effectively than your competitors.

Putting price in perspective

The first step in effectively answering questions about price is to realize that although some consumers may be shopping based solely on price, most are only trying to do their homework before choosing a LASIK surgeon.

Price is an easy first question, so don't be put off. Simply be prepared to present your price in a calm and comprehensive manner that will compel the caller to want to hear more and ultimately schedule an appointment. What you don't want is to quickly state your fee, then experience an awkward pause, after which the caller thanks you and hangs up.

Creating your phone script

To handle LASIK inquiries, appoint staff members who are calm and charismatic. (Your receptionist is probably too busy to take calls from LASIK prospects.)

You don't want your staff to have long conversations with callers. But you do want them to be thorough and efficient enough to compel a LASIK prospect to decide to take the next step: come in to see you or attend a seminar. That is how scripts can help. (A sample script appears below.)

Phone scripts help your staff to market your services. Scripts ensure that your staff follows an effective and efficient system every time they talk to a caller.

Scripts also help bring new staff members up to speed quickly on how to handle inquiries. If a portion of a script ever needs improvement, you can easily revise the text and put the script back into action -- without much new training needed.

With a script, your staff should effectively handle questions about price by explaining how your practice is different from competitors and why you charge X dollars. Without a script, every staff member would undoubtedly answer the pricing question differently -- some not effectively.

You can construct your scripts based on research or the words of your most effective staff member. When using the latter, you can develop your script in one of two ways: having that staff member write a sample script, or having that staff member tape-record her phone calls (at least her side of the calls).

Next, write your script in a conversational style, just like your staff member actually speaks.

All staff members should follow your approved script when answering questions, or at least follow an outline after they've become proficient with the script.

Reframing price questions

Most consumers know that price isn't the most important issue when choosing a LASIK surgeon. But they may not know what other questions to ask, or they may not be comfortable asking more probing questions right away. So, it's important that your staff be prepared to reframe questions about price.

When a caller asks how much you charge for LASIK, your staff member should see this as the perfect opportunity to educate the caller about your practice and what factors he should consider before choosing a LASIK surgeon. Reframing a price question is especially important if you don't provide LASIK at the lowest price in your market.

To reframe a price question, have your staff answer the question as if it's not important. This may help callers think twice about whether price is the most important factor.

Next, have your staff ask permission to explain your services before disclosing your fee.

No matter what your fee, callers will be open if your staff is able to explain what is included, and why you're good at refractive surgery. After all, not all packages are created equal, and not all practices are the same.

Highlighting your experience

Make sure your staff member highlights how you stand apart from others in the community. Then, have your staff member explain your education and experience in layman's terms. For example, if your staff member says "fellowship-trained" or "board-certified," make sure she explains what that means. Remember, most consumers are unfamiliar with medical jargon.

Your staff member's goal should be to inform the caller that the cheapest doctor isn't always the best doctor. Have your staff member remind the caller that LASIK is a surgical procedure that will affect the rest of his life. Your staff member can say, "If you're considering laser vision correction, you'll want to look at more than just the price. You'll want to ask a number of questions . . . ." Then give examples.

Also, your staff member should show she cares by answering the caller's questions and letting the caller know about potential candidacy. Early on in the call, have your staff member ask the caller about hobbies and interests. Your staff member should tell the caller how LASIK could enhance his life. If the caller mentions that he enjoys skiing, your staff member can say, "We want you to be able to enjoy skiing this season -- without the inconvenience of your glasses fogging up or the discomfort of contacts." Make sure your staff member speaks directly to the caller in benefit terms he can relate to.

On the financial side

Once the caller has some background about your practice, your staff member can explain your fees and what is included. You may include preoperative and postoperative exams. You may offer free enhancements, or you may offer other special benefits.

Instruct your staff member to let the caller know you want him to be 100% satisfied with his LASIK experience, as well as with the results of the procedure. But be careful not to over-promise the outcome of the procedure over the phone. It's best if your staff member can offer the caller an opportunity to come in for an exam and arrange a personal consultation with you about expected outcomes. (See the sidebar.)

If you offer tiered pricing, you'll want your staff to highlight your lowest-priced package. Then your staff can explain how your higher-priced packages differ.

If you offer financing, make sure your staff member lets the caller know how low monthly payments can be if he finances the procedure. Instruct your staff member to say, "We've worked hard to make LASIK as affordable as possible. With financing, you can pay as little as $X per month, and we can find out if you qualify for financing in just minutes."

Call to action

The final phase of the phone call should be to invite the caller to come in for a free consultation or a free seminar.

Your staff member should let the caller know the purpose of the consultation and seminar, and what he can expect from each of them.

The offer of a free consultation is great for callers who sound as if they're ready to make a decision. For those callers who are still asking questions about the procedure, your staff might offer attendance at one of your upcoming free seminars, so the callers can get their questions answered before coming in to see you.

Script + staff = success

Remember, the staff member who's on the phone is an important gateway to the practice. That voice on the line may be the only contact a caller has with your practice. Your staff member makes a strong first impression by answering questions, communicating in an intelligent manner and conversing on a friendly level. With a script, your staff member can make that first impression a positive one.

Kathryn Dunn is director of K Dunn & Associates, a refractive marketing firm. You can reach her at (800) 553-0135 or kathryn@kdunn.com.