Increasing Focus Laser Vision’s conversion rates by 131%

Focus Laser Vision, based in London, is a private ophthalmology clinic focusing on delivering high quality laser eye surgery at a value price. At the beginning of our engagement, Focus wanted to initiate a sales system in the clinic, hire sales personnel and increase their conversion rate. We increased their conversion rate by 131% in 6 months and helped them achieve a 369% increase in gross margin lift.

How we did it

Following a public relations victory where the clinic’s leads increased by 90% with the introduction of a new treatment, we initially handled calls to convert inquiries into deposit paying appointments. Using the knowledge gained over the first two weeks, we designed a sales protocol with which to nurture and measure leads as they came in.

This sales protocol was expanded into a sales manual that detailed what sales people needed to do at every stage of the sales process. Following this, we installed and customised a lead management database to enable sales automation and support for sales personnel.

We then hired sales people. After training and testing them in the specific protocols we had outlined in our sales manual, we managed their performance for 5 months, coaching them on escalated sales calls to help close sales.

Over six months, Focus’ conversion jumped by 131%. The leads were of such high quality, that the close rate at consultations also increased. While prices remained the same before and after our involvement, the business’s gross margin increased by 369%.