All right, the Daily Marketer Script. Now, the Daily Marketer Script has been iterated and changed over many times. I will say, some of the… Between just script writing and everything like this, this is the very best script that there is. I’m convinced of it. I haven’t seen a better script that there is and yes, I wrote it myself. However, I will say that I had some help from some of the smartest sales people that have ever lived. Between Oren Klaff, Pitch Anything, Chris Voss, which is probably the biggest influencer of this script. Chris Voss wrote a book called Never Split the Difference, and he was an ex-FBI hostage negotiator. His techniques are littered through this. Jordan Belfort, I even got some stuff from the Wolf of Wall Street. There’s some really great things. I ingested all of this stuff and I really made it my own.
When you read this script, this is not a half-baked, hey, I just copied and pasted from people. There is purpose and intent behind every single line in here. We’re going to go through it, but I want you guys to understand this is by far the best script on the market today. Learn it, drill it, do it, and we’ll go from there. You’ll notice there’s black and blue text. We do a lot of event marketing. So the blue is event marketing, how you can adapt it through that marketing. But for the purposes of this training, we’re going to go through the primary script, which is direct to office. The startup is not real complicated. When you train to start up, I really think there’s so many different ways you can do this. I think it’s more personality-driven than anything. The initiation of the call. Do you have any guidelines, Sonny, when you guys train on the first five seconds of the call?
Yeah, we keep it real simple. If it’s a neuropathy patient, it’s, “Hi Dan, this is Sonny from Kingston Crossing. We’re just calling you because you’ve signed up for a neuropathy consult. Is this for your hands or for your feet?”
We start off with a question just to engage them and then it’s 50/50, half of them are going to be, “Yeah, I signed up for a lead.” The other half are going to start asking questions, where you’re calling from and why.
Perfect. I mean the start here is really very generic. It’s very broad. You don’t need to get real crazy on it. I like that lead that you have. This one we do, it works fine. It works A-okay. The reason it’s general, is because you’re going to have a lot of different conditions that you’re calling.
And using the script for. The first part of it is going to be a lot … I like that, is this for your hands or feet. Right? I like ending it with a question.
That’s great. Here is where things really get started. You start the conversation and you do the transition statement. Now, the transition statement is the thing. It’s the tool that really launches you into a position of power in the conversation. A lot of people would say, have I got you at a good time? When is it a good time? Never. It’s never a good time. That’s why we say have I caught you at a bad time? Chris Voss says you always want to get your first no. Salesmen are always trained to get in to get yeses. Yeses are the worst thing you can get if you want somebody to not think you’re a salesman. Right? The way to not sell something is to get nos.
That makes sense.
We want to say, have I caught you at a horrible time?
Now I have permission to continue, because it’s not a horrible time. Might not be a great time for you, but at least it’s not horrible. It makes sense?
Okay. Getting the no, optimizing for no, is really important here. Now the setup. We really want to… We want to have success here. But we can’t do that if they’re against us. The setup is really important, so great. Like I said, I just want to make sure, so this is really saying, Hey, this is not going to be cumbersome for you. I’m going to make this easier for you. Like I said, I just want to make sure your information is correct. So, when the doctor asks questions, that can be helpful. Sound good? I’m making you my ally. The doctor’s going to ask me questions. Can you help me, help you?
Right. Sound good? Yeah, sounds good. Right here we’re just going to verify very… We’re just going to get a little bit information. So it says your name is Sonny Gill, is that right?
Here your phone number is (206) 555-5555.
Notice I didn’t even say, is that correct? I said 5555. I asked a question with my tone. Use your tone to… and leave dead space after that. That’s just a tool. If you’re asking, is that right all the time, they’re going to be like, “Oh, I’m getting sold, I’m getting sold, I’m getting …” Use your tone to not use those types of phrases.
The next thing, this is the most important part of the entire script. I’ll tell you, this right here will increase your show rate, increase your…, the quality of patient. You have everything. This one thing, if you do it right, it’ll change everything for you. Here it is. This is called frame and filter. I’m going to do it real fast and then we’ll come back to what it is. Great. Sonny, because we take helping people with neuropathy very seriously, we always want to make sure that our program is a fit. Would it be okay if we took a minute and found out a little bit more about you?
Okay, let’s stop here for just a second. Frame and filter. The first thing is, I want to make an emphasis on both the words and the tone that I’m using. Let’s start with the words. The words are, we take helping people with neuropathy very seriously. There’s two things. One, we want to just let them know, this is not a sales pitch. By saying, we take it seriously, that means you might not be a fit. By saying you might not be a fit, that means, wait, they’re not selling me something. By taking something away from somebody without their consent, they’re going to naturally gravitate towards this is important to me. Okay?
Okay. The other thing is the cadence. With my cadence, I can also infer that importance. We take helping people with neuropathy very seriously. Use that cadence. That cadence is your tool. If you understand… if we all learn these things. We learn that if people are talking like this, it means something. It has a psychological meaning to us. So that cadence translates to that person or communicates to them that, hey, this isn’t normal. This isn’t a sales pitch, and that’s the whole goal. We don’t want to be a salesperson. Makes sense?
Okay. The next thing is if you noticed my tone, did my tone, was it high and did it drift up? Was it conversational or did it get more intense and lower?
Intense and lower.
Intense and lower?
It’s almost like what you’re doing without saying it is putting your arm around them and pulling them in for a huddle, in essence.
I have to be the opposite of what everything else is that they are used to when a call comes in. I want to do this one more time and now that I… excuse me. Now that we’ve talked about the cadence, the tone, the words, I want you to pay attention and see if it makes any difference. Let me know if you guys hear it. Great. Sonny, we take helping people with neuropathy very seriously and we always want to make sure that our program is a fit. Would it be a problem if we took a minute to find out a little bit more about you?
Okay. And leave it dead. Leave dead space. Don’t ever, ever, ever interrupt dead space. If somebody is not responding, neither do you. All right, let’s move on. This is something that discovery and mirror discovery-
I won by the way. Just so you know, I left dead space and you filled it.
Sorry, [inaudible 00:08:53] You are the winner. You are the Master of Silence No Breaker. Discovery mirror, some mirroring is a sales technique from a long time ago. At the heart of it, mirroring is dead space and repeating the last three words of what anybody says. Listening is the most important thing you can do as a salesperson. What are you doing when you’re listening? You’re communicating to the person that you’re communicating with, that you’re listening to, that you heard everything they said. Everything. When you show that, that’s called consideration. You showed consideration. You relate to them. If I were to ask you a question like, “Hey Chad, can I ask you, how long have you been struggling with these pins and needles? This burning sensation?”.
You know what? I wasn’t, I wasn’t going to… That was the dead space. I won that time. 10 years. So I’m repeating back to him the thing and I’m showing concern in my tone. Right? Mirroring is all about just taking… usually, you want to set yourself up with questions where it’s like, it says here that you’ve been struggling. That on a scale from nine to 10 you’re at a nine? How long has it been like that? Right? Things like that.
How long has it been that bad?
How long has it been that bad?
We’ll use terms like how long has it been like this for? How long has it been this bad for?
Yeah, that’s great.
On the phone.
Right. This next piece, before we move on to maximize. Discovery mirror, the goal that we are optimizing for here, is relate-ability. If you’ve ever had a conversation where at the end somebody said, “Man, I don’t know what it is, but you’re just really trustworthy. You’re really great”. You know why that is? That’s because you listened. It’s because you were considerate. That’s because you were relatable. Some people have this naturally. If you’re not that person, you don’t have it naturally. This will be a lifesaver for you. Ask open ended questions that help you establish the source and the problem that those people are struggling with and then be relatable. So a nine out of 10. Use tone, use cadence, use all those things. Maximizing. Now maximizing, I learned this from Sonny. From you. Actually, I want you to just talk real quick. Somebody’s talking to me about their neuropathy conditions.
Yeah. Most doctors minimize, I know we’re talking about calling leads. You never want to minimize. The best example is headaches. If someone has headaches, they go to the doctor’s office. The doctor just writes it down. They have daily headaches, they have it every single day. They take Tylenol. It just gets written down and it gets minimized further with a prescription to leave their office for a pharmaceutical drug.
Our reality as natural health care providers, it’s not normal to have headaches, period. I don’t care if it’s once a month or once a day, once a week. It’s our job to bring them to our reality. We do that through maximizers by saying stuff, sorry to hear that. It’s not normal to have headaches three to four times a week.
That’s not normal. That’s concerning. That’s not okay. Those are the most common maximizers we use or we’ll even make statements like, “Mike, how long is your neuropathy been like this for? How long has it been this bad?”. That’s another maximizer. Most facilities over the years have just minimized their conditions and it’s our job to bring them to our reality, that it’s not normal.
So why? What’s the goal? What are we…
Increase their reality on their condition.
What happens when that happens?
You create a relationship and there’s a higher probability they will make it to the office.
That’s exactly right. I mean, if you’re spending one minute on the phone following up with lead, if they’re willing to talk to you and you spend one minute on the phone with them, how are you going to accomplish this? Right? It’s not how quickly you can get off the phones. It’s how concisely and how well you can listen and how well you can relate to them. So these are all tools-
That you guys can use. Show empathy. This is and some of these… this is not going to be in the exact order. This part of it, when you’re asking questions, learning to dive deeper into their conditions or things like that. It’s not going to be in a perfect order. These are tools. Show empathy. I know that can be terribly frustrating. What was that like? Things like that, you know what I mean? I’m sorry to hear that, but at the same time, not minimizing, right? Is there a fine line to walk there when we’re trying to be…, We’re trying to show empathy, like concern?
Just come from the heart. Make it real. Don’t be phony. It’s got to be your own words.
Create your own maximizers. You don’t have to use the ones you have. Make your own words-
That have to be genuine.
Right. Hopefully this makes sense. What I want to do now is… Now this part to me, this is where if you’ve done all these things, this is where you can mess everything up by doing this one thing wrong or you can make the entire thing by doing it right. It’s going to be a lot like frame and filter. This is a very critical point. Certainty and commit. All right, I’m actually going to do this again like we did last time. I’m going to do it. Then we’ll come back, we’ll talk about why and then I’ll do it again. Sonny, as I told you, we take helping people with neuropathy very seriously. Based on what you’ve told me, I think our clinic would be a perfect fit.
The next step would be to get you on the schedule and see and get you the help you need. I’ve got a couple of times available, 3:00 today, 9:00 tomorrow morning and 1:30 tomorrow afternoon. Which one makes the most sense for you?
Can you do 9:00 tomorrow? I start late. So tomorrow 9:00 would’ve worked great.
Perfect. Certainty and commit. Why is certainty so important? You’ve gone through this emotional journey with this person and now you’re going to signal to them that they made the right choice. When we say based on… This is a cadence that is actually, I think our clinic would be a perfect fit. This is a learned cadence that people understand. And by the way, if you were to time me doing it every single time and then time another person do it, we all do it the same? Because we’ve heard this, we’ve learned this from society, right? That really as we do that, that signals to that person, Hey, we’re good, we got you. How does that feel for you? For anybody? How does that feel to go through a dialogue, to share information? And then it said, Hey, you made the right choice. If you can show that certainty, they will commit to your next request. Makes sense?
Makes sense. Absolutely.
For me, now again, I didn’t make any of these things up. I learned them. We tested them. They worked. We did them again. These really work. This script by far is… I mean it is an amazing tool. If the only things as you adapt and do things your own, because I understand every location is different. This is a guide. There’s a couple of things on frame and filter, game-changer. Certainty and commit, game-changer. Relating to people, asking them questions, game-changers. Use these tools. You guys, hopefully this has been a useful training. Anything you want to add to any of this? Sonny or Chad?
I think this is a simple tool that if taken seriously could have a major impact on your practice. One of my favorite Sam-isms are Carlson-ism… Which sounds better, Sam-ism or Carlson-ism?
Whatever you like.
Big doors swing on small hinges.
I think this is somewhat counter intuitive. I’m guilty of this myself, like loud and clear, is that we always want to look for the sexy, shiny, grand slam home run, Ferrari approach to growing and scaling a practice. Right? Yet what you’re presenting here is this seemingly insignificant tool.
Yet what you’re offering here could be the difference between a practice just barely eking by to a practice thriving.
I hope docs understand that the gravity of what we’re talking about here can and will make all the difference in the world. Because at the end of the day, if you have traffic that is working amazing and you have a funnel that is working amazing, and yet at the end, the result is you have a bunch of leads that are not translating in the warm bodies in the door. People, qualified people, through the door, that’ll bankrupt you. It’ll kill your practice. It really well.
Anything you want to add Sonny?
No, last thing I’ll add is once you learn this and you implement it, you have to keep going back and retraining on it.
The script will change because of experiences on the phone. So this is the Bible. You want to turn to it whenever your stats start to fall.
Yeah, absolutely. I will say one more thing. This is kind of a framework I use for rebuttals. Again, when people are talking on the phone, you’re going to hear all sorts of stuff that you never expected. If you look at these common rebuttals and we’ll add more to this I’m sure as time goes on, but this is just an example of one of them. Does my insurance cover this? I know you have some rebuttals. I’d be interested to hear those but mine has always been a combination of what I learned from you and what I’ve learned on kind of the fly on my own. So for example, does my insurance cover this? Like a lot of health services, insurance does not cover this. With that said, we’re going back to the frame and filter. We take helping people with neuropathy extremely seriously. So we never let money be a reason that somebody can’t get care. Assuming that person wants to get help.
For us too, we’ll always keep it framed back to this whole idea that you’re putting the cart before the horse if we’re talking money, because we first have to find out if we can even help you.
So for us to say it’s going to cost this much, you really are putting the cart before the horse because you’ve already made your diagnosis.
You can’t make the diagnosis without an evaluation. We always pull it back to that. That look, first step, first things first. I think that makes sense to people. It’s not a pitch. It really is. The first step, we got to find out what’s going on and whether or not we can help you. So let’s start there and then we can kind of cross all those other logistical questions when we get there.
Yeah, we do something very similar also. We get asked that a lot. We usually say your consultation is complimentary. We don’t bill your insurance. It’s free, it’s complimentary. When you come in, we’ll go through all the different things, all the different questions you have.
That usually always handles that question on the phone.
That’s great. I just think that sometimes people will throw up, and by the way, it’s not a signal to you. If somebody says, does my cover this, it doesn’t mean they’re looking… That they’re a bad lead, that they’re not qualified. Go ahead.
It’s reflective. People-
That’s the most common question people have. It is. It’s one of the most common [crosstalk 00:21:01].
They’re trained to do it. So we just need to be trained better.
We need to understand how to respond to them that way, we take what they have. It’s kind of like Aikido. You take the energy and you just redirect it. That’s exactly what we’re doing. Cool? All right, guys. Hopefully the daily marketer, this training has been a helpful. Go through it. Go through the script time and time and time again. Once again, this software will allow a lot of the tactical day by day things to happen on your behalf, but drill that script as many times as you can, so you own it as you get great at it. Thanks guys.
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