Structure > Personality
Revenue consistency comes from having a PROCESS, not charisma.
The 5-Phase Framework
01
Authority
Set the frame. Lead the conversation. Position yourself as the expert who diagnoses and recommends.
02
Diagnosis
Open-ended questions. Clarify dissatisfaction. Understand the emotional drivers behind the visit.
03
Vision
Describe life after treatment. Connect the outcome to their personal goals before cost is discussed.
04
Financial Framing
Present investment clearly. Maintain a confident tone. Pause after price — silence signals confidence.
05
Commitment
Ask for the decision. Resolve final concerns. Secure the next step while momentum is high.
Where Consultations Break
Surface-Level Diagnosis
- Overlooking core pain points
- Rushing to solution
- No emotional driver found
Jumping to Price
- Cost before value is clear
- No compelling outcome built
- Reps talk too much
No Commitment Structure
- Close never explicitly asked
- Final concerns left open
- Momentum lost after presentation
The Financial Impact of a 10% Close Rate Drop
40% Close Rate — Baseline
50 consultations
20 sales × £3,000 = £60,000
20 sales × £3,000 = £60,000
30% Close Rate
50 consultations
15 sales × £3,000 = £45,000
15 sales × £3,000 = £45,000
£15,000 LOST / month£180,000 per year
Implementation Standard
- Audit your current consultation against the 5-phase framework — where does it drift?
- Identify your weakest conversion point and standardise that phase first
- Standardise the framework across every clinician and coordinator in the clinic
- Train and rehearse weekly — consistency beats talent every time