[00:00:00] If you're looking to grow your business as a registered dietitian, you've come to the right place. If you're not sure what to do or what steps to take next so that you can create flexibility and freedom in your life, then you're going to learn a lot from tuning into our podcast here at Dietitian Boss.
[00:00:17] I'm Libby Rothschild, the founder of Dietitian Boss, a fellow [00:00:20] registered dietitian and business owner. And in our podcast, I share the highs and the lows, and I talk all about how to grow your business. Get it started. And I interview our clients to date. We've had over 200 interviews from clients who share their journey on our podcast.
[00:00:36] Dietitian boss.
[00:00:37] Libby: In today's podcast episode, we're [00:00:40] tackling a topic that I've discussed before, but it's been a while. We're talking about discovery calls and key tips for dietitians to understand what a discovery call is and how to make one successful. And so let's dive in and first talk about why you might need to conduct a [00:01:00] sales call, also called a discovery call.
[00:01:02] Libby: So as a dietitian, you know, we're not just offering services, we're offering solutions to people's health and lifestyle struggles. And a sales call is your opportunity to connect with a potential client or customer and really understand their needs, get to know them, build a little bit of a relationship and [00:01:20] showcase that you are an expert who can help.
[00:01:23] Libby: And it does build trust and sets the tone for a strong working relationship because a lot of times potential customers are not at ease until they have a conversation with us, especially if we're operating in a virtual capacity, people want to feel more comfortable. So doing, conducting a sales call [00:01:40] gives an opportunity for you to build that necessary rapport for them to make a decision.
[00:01:44] Libby: One of the less known benefits of conducting a discovery call, which again is a conversation that you have with somebody before they make a purchase to discuss if they are a fit both ways, it goes both ways. And then they can make that purchase either on the call or right after the [00:02:00] call to then conduct the paid sessions thereafter.
[00:02:04] Libby: So one of the main reasons that we're a fan here at Dietitian Boss of discovery calls is because it gives you a chance to qualify the lead. What that means is that not everyone who reaches out to you is a good fit for your service. That could be that maybe you're not skilled [00:02:20] enough in the issue they come to you with, or maybe their readiness level, it doesn't align with your methodology and your style.
[00:02:27] Libby: So there are various reasons why somebody might not be a fit, and it's not a bad thing. It's part of business. So conducting a discovery call can help you assess if their needs align with what you offer at the moment. Because [00:02:40] sometimes people also want you to offer something that you don't currently offer.
[00:02:43] Libby: And so it's better for the potential customer, if you refer them out or let them know that you're not the best fit. What this does, if you qualify the leads, is you ensure that your time is spent working with clients that do benefit from your expertise, and that can also leave a better impression with [00:03:00] people who you do work with, because you're clear about who is and isn't a good fit.
[00:03:04] Libby: Now, some of those obvious examples might be somebody that has a chronic disease that you don't handle, or it could be that somebody comes to you and you're not licensed in that field. state. So you actually can't see them. So there's a lot of reasons why somebody might not be a good fit. Oftentimes you'll learn that [00:03:20] before conducting a discovery call, but sometimes you'll only learn that once you are on that call.
[00:03:25] Libby: So another benefit of conducting the discovery call includes personalized service. So people don't just want a service. They want a solution tailored to their unique situation. So conducting a sales call can give you the space to personalize your offering and show that you [00:03:40] stand out from the competition, which is another reason why we're huge fans of conducting sales calls.
[00:03:44] Libby: Now, there are some reasons why you might not need a sales call, and so that would mean you can skip them. So, if you have a fully automated system, like you're set up for an automated funnel or an online onboarding process, then sales calls might not be necessary for every client. [00:04:00] For example, if you have an effective booking system, and you have pre qualification forms, and the process already works for you, then You can allow clients to book directly without the need for an in depth conversation.
[00:04:11] Libby: So let me give you an example. Let's say you're using something like Practice Better, which is our EMR of choice, and you have some questions that you ask them on an [00:04:20] intake form, and you let them know that you're only licensed in a certain amount of states. and let's say if you're offering a service that you're clear with where you're licensed, you're clear with what conditions that you are able to see or that you specialize in if you do and some other let's say qualifying criteria and then if they tick off all the boxes and they submit the [00:04:40] application then you can automatically have them book an actual consult and pay without them needing to do a sales call.
[00:04:46] Libby: If that works for you and you're able to get people to pay and you're able to meet your criteria. your quota of how many patients you might need or clients, then you don't need to do a sales call. The other option is if you have a fully automated process, let's [00:05:00] say where you are selling a program online or you're selling a course or a membership, you also might not need a sales call because you're going to be really clear with your marketing strategy and let's say your sales copy on the website and then people are going to just purchase without needing to talk to you.
[00:05:17] Libby: Typically that happens at a [00:05:20] more seasoned or mature stage in your business. So most of us start with sales calls and they're actually a fantastic way for you to build your skills, learn more about who is and isn't a good fit and really connect with your audience. So I am a fan of sales call, especially at the beginning.
[00:05:33] Libby: If you don't have a high touch service, right, if you are more product based, like I mentioned before, a membership or an online course or an ebook. [00:05:40] then discover calls might not be as crucial. They're typically used for one on one services, whether you're taking insurance, they can be used, or if you are taking cash pay or if you're offering packages.
[00:05:52] Libby: So it really kind of can depend. Now, sometimes some of us can use reviews and testimonials and even [00:06:00] referrals that will help people make a decision without a sales call, but that's not always the case. Also, another issue would be time constraints. So if you're managing the full schedule, or maybe you're a parent and you have multiple jobs, you might not always have the capacity to conduct one on one sales calls.
[00:06:15] Libby: Not to mention that you have to be really clear, which we'll get into with a process [00:06:20] of how you conduct those calls to make sure that they don't go over time. So you might want to focus more of your time and energy on other strategies that require less time investment. So now let's get into it because I discussed briefly why you might need a call to benefit.
[00:06:34] Libby: So now I'd like us to get into the key tips for dietitians when it comes to discovery [00:06:40] calls, also called sales calls. So the first thing that a lot of dietitians miss includes setting a clear objective for the call. So defining the goal of the discovery call to ensure that it's not just about making a sale, right?
[00:06:52] Libby: But it's about qualifying the lead. As I mentioned earlier, that means is this person a right fit for your service at [00:07:00] this time? Right, they might not be, they might be a fit for your service in the future, but right now are they a fit and do they understand, do you understand their needs? And this positions the call as a two way conversation.
[00:07:10] Libby: So one of the worst things you can do is make a sales call a one way conversation. It's only about you or only about them. It has to work for both parties. Right, you [00:07:20] have to be qualified and confident to help them and they have to have a problem that you are able to solve. And they have to be ready to make that purchase.
[00:07:27] Libby: So before the call, I want you to outline what you want to achieve, whether it's identifying that their concerns are, which should be the priority, educating them on your services and letting them know how you can benefit them, or maybe even determining if they're a fit for your [00:07:40] program. So there might be a couple questions that you ask to determine if they're a fit.
[00:07:43] Libby: So I want you to use a framework. Now we offer a trademarked framework here at Dietitian Boss and it's a clear checklist where you can actually score each sales call you do and improve your skills. with time by understanding the areas that you're struggling with in the sales call.
[00:07:57] Libby: So I'd break that down into five parts and it give [00:08:00] you access to my framework. You get that if you work with me in a private capacity or one of my team members, or if you join our membership, we, you get access to our framework. So remember that there are a couple steps. I'll give you two of them. There's the, the understanding their needs.
[00:08:14] Libby: That's the discovery set where you're talking to them about what their desires are. And there's also that closing [00:08:20] step, right? Where you are finding out if you're going to get them, to join, if they're a fit and then what those next steps are. So there's a few other steps in between, but I just want to give you a highlight of what you should expect when it comes to creating a process for your sales calls.
[00:08:33] Libby: Now the next tip would be to build rapport. Now, this is another area I see a lot of dietitians miss where they focus [00:08:40] so much on. on understanding the needs of the client that they get lost at building rapport. So think about if you were on the other end and you were trying to purchase a service and the person didn't get to know you at all, didn't build any rapport, you might feel like they're almost a bit robotic.
[00:08:55] Libby: So remember that people buy from people they trust. So you want to open the call with a [00:09:00] friendly tone and remember to show empathy and active listening. Now I know you don't want to get off on a tangent too much and start talking about how they had a bad day and why they're in a bad mood. Not too much in depth, but you do want to set a foundation for a successful conversation, and this can take a little bit of practice, but you want to be personable.
[00:09:17] Libby: You want to ask them how they're feeling, and you want to lean [00:09:20] in to the conversation without sounding like you're a robot, but also without making the conversation not enough about them possibly working with you. So that is a little bit of an art that can take time to practice. And that's why if you're able to score yourself after the call and be clear with what areas you need to improve on, you can really improve this process and get [00:09:40] comfortable.
[00:09:40] Libby: Not that you're going to do sales calls forever, but if you do choose and then having some type of written process Can really help you and again, we've created that for you at dietitian boss. If you do choose you want to use that process Okay, so I want you to start with an icebreaker or casual conversation to make the client feel comfortable So you don't want to rush straight [00:10:00] into business because that makes people feel a little awkward So let them share a quick story One thing I like to do is say oh, you know Where are you based if you're doing a virtual call if you don't know that right?
[00:10:09] Libby: So maybe you You already know where they're located, but that can be a great icebreaker. Oh, where are you located or where are you calling from today? You can also ask, how's your afternoon going or did anything exciting happen [00:10:20] to you today? And then again, it's, you have to use the skill to move the conversation forward.
[00:10:24] Libby: So you're not talking about something not related to the concern the whole time, but you do want to learn how to build that rapport. So you don't seem like you only care about making the sale. All right, so you can ask open ended questions. Tell me a little bit more about what led you to consider working with a dietician, [00:10:40] or tell me about why you're interested now in making these changes.
[00:10:44] Libby: All right, and so that can be a great segue to help them open up to what their problems are. The third tip would be to use a structured process to uncover their concerns. Now again, you can start with a loose structure and then you can hone in on that structure over time. But it does [00:11:00] matter to have some structure because a structural process can help you understand their concerns.
[00:11:05] Libby: And then you can also start to reflect on your sales calls as a collective and see what some trends are with your current leads and with how you engage with them. And that can help you with your business substantially. So you can also position yourself as the [00:11:20] solution to their problem, not just a service provider.
[00:11:23] Libby: Right? So you really want to position yourself as a solution, assuming that you can solve their problem, that's really going to help you qualify your leads more effectively. If you're able to understand what their problems are, for example, they come to you with SIBO and they have so much pain from their symptoms, then they keep telling you the same line [00:11:40] that they feel pregnant with bloat.
[00:11:42] Libby: And they are so bloated at night that they're uncomfortable. If you keep hearing people tell the story in different versions, then that could be something that you're really clear with. That you are able to navigate that conversation, you have a clear response to it, and then you can even use that in your marketing.
[00:11:57] Libby: So you really want to see trends of what people are [00:12:00] saying and how they're explaining it. So I want you to create a list of questions that can help you understand their challenges, and then a list or a quick, story of how you're able to navigate. Like I just gave that example of SIBO, bloat, and how do you navigate that conversation or point if that is something that happens with your audience.
[00:12:18] Libby: And that can help you feel more [00:12:20] comfortable and that can also help you be more standardized in terms of how you're able to navigate these conversations. So you want to break the call down into segments to gather information, to explore a little bit about their struggles. And then you also want to make sure that you have some type of a template, whether you use ours or your own, so that you can track some of the responses.
[00:12:39] Libby: You can use Google [00:12:40] forms or you can use a pen and paper, just make sure that you have a process in order and that it's protected, HIPAA compliant, etc. So the next tip would be to tailor your offer based to their specific needs. So a successful discovery call is not about pushing a one size fits all solution.
[00:12:57] Libby: So remember this is a two way street. This discover call [00:13:00] is not just about you making a sale. It's really about learning how you can help that person on the other end. And if you come across sales conversations and there's not alignment, it probably means you need to work on your marketing effort so that you're getting the right fit on the phone.
[00:13:13] Libby: Tailoring your pitch, which is a very important part of the sales call, meaning how you explain your services or your offer, [00:13:20] based on what you've learned from the person you're talking to can help you build a deeper connection and show that you're invested in their success. So you definitely want to work on your pitch.
[00:13:28] Libby: How do you craft your message? How do you tailor that pitch to the person on the other end? Again, just takes a little bit of practice and reflection. So after you've uncovered what their struggles are, let's go back to bloat, [00:13:40] for example, feeling nine months pregnant when they go to bed when they're not pregnant because they're bloated and they have unmanaged SIBO.
[00:13:46] Libby: You're going to want to understand how that ties into the pitch of how you can help them so you can position your services as a custom solution to their needs. Again, this is assuming they're a fit. So, I gave you the SIBU example, if they're another very common one, if they're struggling [00:14:00] with weight loss and you've tried multiple diets, you can explain what your approach is and how it might differ and align with their needs.
[00:14:06] Libby: So I want you to summarize the main problems and issues that they've shared with you before you transition into your solution. You always want to summarize and that's part of motivational interviewing. So you're going to recap what they say, ask if you missed [00:14:20] anything and then segue into your pitch. So you can say something like, it sounds like you're feeling frustrated with X for the issue.
[00:14:27] Libby: I think that my approach would help because of Y and explain the reason. And so that's an action step for you to transition. Now, finally, the last tip would be to close with clear next steps to create [00:14:40] urgency. So a strong, clear close is essential to converting leads into clients. And this is another issue a lot of you struggle with.
[00:14:47] Libby: So you want to give your potential customer, the one who is a good fit, a reason to act now, because as humans, we like to put things off, let's be honest. And so we're not pressuring them, but we [00:15:00] want to let them know. that this opportunity to start their journey sooner than later is helpful. So I'm going to give you an example of somebody says something like, Oh, I'll start in the new year.
[00:15:09] Libby: I'll start X month. And you let them know, you can ask them a question like, you know, I I'm hearing you tell me that this is important to you, but you also are saying you'd like to start later. [00:15:20] Can you help me understand that? Or are you noticing that I'm hearing two different things from you?
[00:15:24] Libby: What do you think about that? So you can challenge them in a nice way and just speak back the word they said and say, I'm noticing that. What are your thoughts? Right? So you want to be nice about it and not bully them, but you can let them know that you're hearing you're experiencing this cognitive dissonance from them, which [00:15:40] is them saying that it's urgent, but then also delaying the start.
[00:15:43] Libby: And again, we're humans, we all do this. So it's just part of you, you know, letting them know that them starting now can help, but it ultimately is their choice, right? And I mean, you don't want to be pushy to the point where you're turning them off, but you want to remind them that this is something they've expressed as a problem that [00:16:00] they came to that they want to solve now.
[00:16:01] Libby: So you want to outline the steps, and this might include scheduling. It could include scheduling a follow up conversation or follow up email, or it could include you taking payment over the phone if they agree, or sending them an invoice if that's what they ask for. You could direct them to your services page and let them know exactly what to expect next [00:16:20] You do want to create a sense of urgency by framing the offer in terms of the benefit that they'll receive by acting sooner. So what you could do is let them know One of my favorite things to do is what I gave the example earlier and this is very common I heard you say that your bloat is uncomfortable and you go to bed feeling nine months pregnant And because that seems like you've expressed that [00:16:40] that's a big issue to you, I would suggest getting started with me sooner.
[00:16:43] Libby: I understand it might be tempting to put this off for another couple months, but based on the urgency level of your problem, I would suggest we get started sooner. How does that feel? So that's my way of dealing with urgency. Assuming that they have a big problem. There are a lot of other ways to deal with urgency.
[00:16:58] Libby: You could let them know you have limited spots, but [00:17:00] only if you do, if you really are only holding space for certain amount, then I do think that you can use that so we can go into depth with how to deal with urgency in a future episode.
[00:17:10] Libby: If you let me know, that's what you want, but those are the tips. So I'll give you another recap. Number one, clear objectives for the call. Number two, building [00:17:20] rapport and trust. Number three, using a structured process. Number four, tailoring your offer to what they need. And number five, closing with next steps and using urgency.
[00:17:30] Libby: I hope this episode was helpful. If you're still on the fence, if you should or shouldn't offer sales calls, maybe the answer is sometimes, but not always. So let us know if you have questions and you're always [00:17:40] welcome to join our membership or apply for coaching to work with me or somebody from our team.
[00:17:44] Looking for support to grow your dietitian business or even get started, I invite you to join the library, our monthly affordable membership that shows you exactly what to do every step of the way so that you can create the business of your dreams. Not sure if it's the right [00:18:00] time, the membership gives you an option to.
[00:18:02] Go at your own pace. We have modules, a roadmap to show you exactly what to do and monthly live calls, as well as new content that we release every single month based on requests inside of the library. We have four stages of business. So whether you come in getting started or you want to enter the membership and [00:18:20] grow or scale your business, we have the appropriate resources for you.
[00:18:23] And our team, including myself available to answer your questions, head on over to dietitianboss.com and check out the library today. We'd love to see you there.
