You should always be striving to increase the ROI of your marketing.

The two core metrics you should aim to increase are:

Front-End ROI: Immediate rate of return on your entire marketing, considering all fees.

LTGP/CAC Ratio: Long-term return of your marketing.

These two metrics are discussed in detail in the How To Analyse ROI training and are calculated in your ROI Tracking Sheet.

In order to increase these metrics, you must continually work to fix bottlenecks in your sales process.

The diagram below illustrates the entire Forever Booked sales process and the most common bottleneck points:

Below is a description of each bottleneck and how to fix them:

Bottleneck 1: High Lead Costs

The 1st bottleneck in any sales process is high lead costs. High lead costs make it more expensive to get a new patient in the door and will increase your cost to acquire a client (CAC).

For strategies on how to decrease lead costs, see our Ad Performance & Optimization training.

Bottleneck 2: Low Booking Rates

Your booking rate is the % of leads that book appointments.

Even if you generate cheap leads, a low booking rate will create high appointment costs.

To increase your lead booking rate:

1. Strive to contact hot leads within 5 minutes. The #1 reason our clients experience low lead conversion rates is not calling hot leads fast enough. If you are waiting days or even hours to contact hot leads, a low conversion rate is expected. Remember, these are people who want to come in and spend money. If they don’t hear back from you, they will go to a competitor.

2. Always dial the lead twice. Always dial again if the prospect doesn’t pick up the first time. This has been shown to increase pickup rates.

3. Text the lead if they don’t pick up. Many people today don’t take calls from people they don’t know. This is why we use text as well.

4. Move unresponsive leads into the “✨AI Followup” pipeline stage.

5. This ensures our AI system follows up with leads that have gone cold, to re-engage them and increase the chances of booking.

For complete instructions on maximizing your lead booking rate, follow our Appointment Booking Masterclass. Commit to continually improving this process.

Bottleneck 3: Low Show Rates

The next step after booking the appointment is getting the patient to show up. Low show rates will increase your appointment cost and decrease ROI.

To improve your show rates:

1. Make sure you’re collecting prepayment for appointments. Take advantage of the A/B close and payment links (covered in the Appointment Booking Masterclass).

2. Call people the day before to confirm their appointment. Don’t just send a text or email. A call is much more effective and shows the client you really care.

3. Watch this video for additional strategies on how to increase show rates.

Bottleneck 4: Low Close Rates

Now that the patient has shown up, you need to close 'em!

To improve your close rates, follow the In-Clinic Sales Masterclass and commit to continually improving this process.

There is a LOT that goes into selling patients when they walk in the door. Do not expect to master this process in a few days or weeks. It takes months to build and master an in-clinic sales process.

Top reasons for poor close rates:

1. Miscommunicated client expectations. Make sure to explain to the new patient that their first appointment will include a consultation to assess their needs accurately.

2. Poor mindset around sales. Watch the Sales State Of Mind video.

3. Not implementing our Consultation Process.

4. Not committing to daily improvement of your sales process. Often due to discounting the importance of your sales process. A solid sales process is PARAMOUNT to a successful clinic and intimately connected to client results as well.

5. Not knowing what to sell. See Packaging & Pricing training.

6. Lack of authority, social proof, and case studies. See Sales Strategy training.

7. Lack of staff incentives.

8. Poor client results and clinic morale damaging conviction in service. Often overlooked. If you and your staff don’t fully stand behind your ability to deliver incredible results and experience, your sales will suffer.

Bottleneck 5: Low Rebooking Rates

Not all patients will buy a big package during the first appointment. That's fine. Many new patients have never heard of you before and will not be comfortable parting with a large sum of their money on the first visit.

It's important to realize these patients came to your clinic for a reason. If they leave your clinic empty-handed, it's a lose-lose because they still have an issue that is unsolved.

At the very minimum, you should aim to get clients back in for a follow-up visit or even a phone call. Follow our Closing & Checkout Process for instructions on how to do this.

Bottleneck 6: Not Asking For Referrals

Let's say that it costs you $300 to get a new patient in your door. You can effectively cut that cost by 1/3 by getting that patient to refer two of their friends.

Now instead of spending $300 to get one patient, you've spent $300 to get three.

This is why it's so important to ask for referrals. You can either implement your own referral program or implement our Referral Rocket System.

Bottleneck 7: Low Gross Margins

This is the final bottleneck that decreases your ROI & LTGP/CAC ratio.

Even if you do all the work to generate a new patient and make a sale, it will all be for nothing if your gross margins are low.

How to increase gross margins:

1. Use the cost columns in your Tailored Treatment Plan to determine your gross margins on packages. Follow this video for instructions.

2. Increase prices of individual treatments. Discourage “one-off” purchases by keeping individual treatment prices high. Will allow you to offer package discounts while maintaining margins.

3. Offer add-ons to increase package value. i.e.: add neck/decolletage/hands for a fee.

4. Offer free bonuses to increase package value. i.e.: Free bonus treatment. Free/discounted services from partnering businesses. Make sure bonuses are delivered at a low cost.

5. Sell more treatments that have low fulfillment costs. Energy-based devices with low consumables and are quick to perform.

6. Negotiate with reps to get free products. Use this email.

7. Continue improving your sales process so you can raise prices and reduce reliance on discounts to close deals.