The RDtoCEO Podcast
Dive into The RDtoCEO Podcast, hosted by Registered Dietitian and CEO, Eva Haldis, where she shares her journey in entrepreneurship, with discussions on the basics on building a private practice and becoming a confident CEO. The RDtoCEO Podcast is your go-to resource for mastering the art of transitioning from a dietitian to a successful CEO.
The RDtoCEO Podcast
Mastering Discovery Calls: A Dietitian's Guide to Feeling Less Like a Sales Person
Ever wondered if those initial conversations with clients are just a courtesy, or if they could be the cornerstone to building a successful dietitian private practice? Join me as we unravel the debate behind the importance of having discovery calls with potential clients and why I believe they play a critical role in connecting the right client with the right clinician. Tune in to hear more about the pros & cons of having discovery calls, how to navigate them in group practice, and hear a sample of my go-to script.
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Welcome to the RD to CEO podcast. I'm your host, eva Haldis, registered dietitian, who one day found herself a whole CEO of a business. Join me as we navigate the world of entrepreneurship so you can go from being an RD who sees clients in private practice to a confident CEO growing the practice of your dreams. Hi everyone, Welcome back to another episode of the RD to CEO podcast. Hope everyone is doing well out there. It is finally sunny in Philadelphia I didn't even mean to make that reference. I live outside of Philadelphia, if you're a first time listening and it has been rainy, rainy, rainy these last couple days, even like last week. So I'm excited to see some sunshine and excited to bring another episode to you all.
Speaker 1:I have been having some conversations lately with some coaching clients and also some friends who are on private practice, and I find that this is sort of a I don't want to say controversial topic, but a topic that not everyone always agrees on, and it is a topic of discovery calls or free consultation calls. Should you do one? Should you not do one? What is it? How do you do one, all the things, and so I thought it would be a really nice episode to kind of go through. What is a discovery call? Should you offer it? What are the benefits, what are the cons to offering a discovery call? Peer and group practice who should be responsible for doing discovery calls if you decide to do them? So I hope this episode is helpful and to think about when you are starting your private practice, whether or not you want to offer a discovery call. So let's get to the episode. So, a discovery call Okay, what is a discovery call? You might see it also called other things like a consultation call, a exploratory call, a clarity call. There's a lot of different lingos out there for it. Let's see what Google has to say. When I search what is a discovery call? So the first thing that pops up is a article from LinkedIn and it says a discovery call is the first call sellers make after a prospect has shown interest.
Speaker 1:The purpose of the discovery call is to learn more about your potential customer. Oh, I love that because I think discovery calls can feel very scary because, just like with a lot of things business owning as a dietitian, things were not taught. We aren't really going into the profession to be salespeople, right? We're like well, I don't want to sell my services. That feels icky, and I think it's important to think about discovery calls in two different ways. One, yes, it is sort of like a sales call, but also like this definition from LinkedIn states, it is really to learn more about your potential customer. I think this is really key because you wanna also get a sense of like are you a good fit for this person? Are they a good fit for you as a clinician? Is this going to be a good relationship or is this going to be sort of a challenge? And so I think that is one of the reasons why I feel very strongly about keeping discovery calls as part of our onboarding of any potential new clients.
Speaker 1:There are a lot of practices out there that do offer these free discovery calls. So, whether it's like a 15 minute call, 20 minute call and there are some practices out there that don't do them at all They'll just have folks maybe fill out a form, schedule their appointment in another way, but I've almost always done them since I've been in practice, and one of the things I experimented with maybe a year or two ago is I also added on our website an option to just schedule an appointment. I know for me if I'm going online like, if I want to go get my nails done, if I can schedule the appointment online, I'm way more likely to schedule it than if I have to call someplace. But if there's a place that I really love, I will be more than willing to call and make the appointment if I need to. But I was thinking about it in the context of business. I'm like, well, let's see how many people would prefer to just schedule their appointment and not do the discovery call first. And while we do periodically get folks that just schedule their appointment, I would say still most people opt for scheduling that discovery call first.
Speaker 1:When I was setting up my business coaching group, I really thought about okay, if somebody wants to schedule with me, you can see this on my website on rd2ceocom, as a business coach. If I have somebody who wants to just schedule an intensive, which is I offer it for 90 minutes where they're just like you know you want to just schedule something to talk about. Hey, I'm hiring somebody and I feel confident in the process, but I just want someone to talk me through the steps, maybe show you how to go through payroll setup. I've done intensives on credentialing where I'll literally sit with somebody and help them credential or fill out the application for credentialing. I've also done these intensives where we're just like how do you structure this, question after question, and then I send them some materials For those calls. I really don't require a discovery call because usually it's folks who are looking for a very specific answer and we're just going to kind of sit down, schedule and go through the information. If somebody is looking to work with me for a specific period of time, that is when I really feel much more strongly about having a discovery call.
Speaker 1:Once again, whether it's for my business coaching or for my private practice, because I feel like when you have somebody that you're going to work with, hopefully long-term, you really want to make sure they're going to be a good fit for you. Are you going to like working with them, are you going to look forward to those appointments? Now, I think early on in private practice we all want to just take on clients and I certainly took on some clients that maybe weren't in accordance with my specialty, like I work with eating disorders disordered eating primarily and I had somebody reach out who was looking for some support around IBS early on and I remember even saying to them like listen, this is not my specialty, but they were having some concerns around restriction too as a result, because they were so afraid to eat foods that I was like listen, if you're open to like working together to figure this out, I'm open to trying it out. But I just took the client anyway because I just wanted a new client. You know I was excited, but now you know we're much more I don't want to say picky, but much more selective with the clients that we work with, because ultimately, that's really what's going to be sustainable.
Speaker 1:It's going to be clients that we look forward to seeing. It's going to be clients that we have expertise and specialty in helping them and making sure that what they're looking for is something that we offer, because if it's not, it's not to say that we're wasting our time or wasting their time, but it could be a client that we see one time and never again. And then now we're hoping to refill that caseload and the work that we do. We really wanna have a relationship with our clients that's gonna be long-term. So it's really important for us to do discovery calls because we are looking for that long-term relationship, because eating disorders and disordered eating it takes a long time to work through, and so it's important for us to find the clients that are really going to be ideal in that sense.
Speaker 1:Now, I think if you are doing a specialty that's a little bit different than eating disorders maybe are looking for like diabetes management or MNT focus, it may not feel as important to make sure that the personality is there, because maybe you're going to do a couple of sessions and it's much more around nutrition education and providing that M&T support. It might be a little bit different than developing those long-term relationships, but I find that even in the M&T setting, it's still really nice to have that relationship and having a client that feels like a good fit. So I think that's really where deciding what kind of work do I want to do? Do I want to have these long-term clients I'm developing that relationship with? Having a discovery call will allow you to sort of have that opportunity to talk with somebody about here's what I offer, here's how our services work, and hearing what they're looking for as well. It's another opportunity also to explain more about your work and your approach and also a lot of the logistical stuff, versus like emailing people back and forth and saying like here's the information on this, here's the information on that.
Speaker 1:A lot of things get lost, like people I know I do. I don't read through everything. People, you know if I'm signing something I'm like skimming it right, and so it's helpful to actually speak to somebody on the phone and say, okay, this is what your insurance may cover. You know, when we work with teens, for example, we will talk to their parents on the phone before scheduling and we may say, okay. So a lot of the work with our teen clients we involve the parents if appropriate. But sometimes we have to work with the parents a little bit more. We can't bill insurance for that time with a client's parent, so we explained to parents upfront that if we spend time with you outside of session that's longer than like 10 minutes, we do have an out of pocket cost for that and an out of pocket charge. It's helpful when I tell people on the phone they go okay, I got it, because then they're actually hearing that versus we're sending them forms and it says that explicitly they may not get it. Same thing with, like, our cancellation policy. We've reiterate that in our first session.
Speaker 1:People just take it information better, I think, when you're actually telling it to them versus sending them a bunch of stuff to sign. So I find the discovery call allows for that opportunity as well. We can explain some of the processes. We can say, hey, this is the system I use. I use practice better. I use simple practice. Here's what to expect. You're going to get this email. You're going to get this form that I need you to fill out before your first session. Here's so-and-so's email address, whatever it might be. So it gives us really a good opportunity to just explain things to our clients as well, and I find that they're just really helpful because you might see somebody on paper that sounds like oh, this is like a really good client fit. And then you talk to them and you're like, actually, this is not at all what I'm wanting to work with, it's not a good fit for me. It's maybe not my specialty or they're not looking for what I offer. That's really important information to have as you're starting to build up your caseload, because you want to find the clients that you like, because it makes all this worth it right, it's to be able to really work with our ideal client and the folks we want to work with, all right. So those are some of the pros.
Speaker 1:I would say some of the benefits of doing discovery calls. Like I said, they're good opportunities to sort of figure out if the person's going to be a good fit. It's a good opportunity to tell them about your practice, your approach, learn more about them, make sure that what you're offering is what they're wanting, and a good place to really explain some policy information and some of the more kind of fine print things that sometimes people don't always read through. So good chances to have some on the phone. It's also a really good time to schedule the appointment. So I think the one thing we want to think about and kind of coming back to what I was talking about earlier with well, I don't want to make this feel like a sales call, but it kind of is a sales call right, because the goal is okay. We want to learn about the client here, we want to work with them and hear if they want to work with us.
Speaker 1:But it's really the time to then schedule that client, because I would say, like nine times out of 10, if somebody's like, okay, why don't we email or send me this and then I'll get back to you? They don't end up booking, and so if you have them on the phone, it's much easier to kind of say, okay, when do you want to get scheduled? Let's get you scheduled something on the calendar, because. One, that'll also save you time from going back and forth in email and going through that whole process of like finding a date and time that works for both of you and both your schedules. But two, it really is going to kind of close things up and allow you to have that schedule on the books. And if people are already scheduled, they're much more likely to follow through. Then, if they're like, let me think about it, I'll get back to you.
Speaker 1:Now listen, I don't want you to push people to like schedule, but I often say to people like, okay, you know, are you, do you think you're ready to go ahead and get scheduled for that first appointment? And if they say yes, we'll get it on the book. Sometimes they're like hesitant. I'm like sometimes they'll say you know it's better to get it on the schedule. It's not something that people are like thinking about it and then they never follow back up. If it's on their schedule, they're more likely to once again follow through.
Speaker 1:So it's really important to use a discovery call time as an opportunity to have them actually schedule the call, versus like having them fill out some information and then following up like that is the time, that is the time to book that call. And before this episode is over, I'm actually going to do like a quick run through of how I do discovery calls and you can kind of hear the flow of things and what makes sense. I'm also going to offer a script on my website that you can download. That has sort of the script that I use for doing discovery calls. So that's really really important is that. It's really I feel like that's one of maybe the benefits of it, the key benefits, other than people that are like emailing. It's like a direct way to actually just get a client scheduled.
Speaker 1:So what are the cons? What are the things that are maybe not so beneficial about doing discovery calls? Most people don't charge for that time. Most people offer them for free time. So the thing about owning your own private practice is you're not really getting paid until you're you know whether it's charging for an appointment or and sometimes, even if you schedule them for 20 minutes, some folks are really chatty, sometimes people want to use that time and ask all the questions and I do think there is a little bit of an art to like getting folks to not spend an hour on the phone with you. I've had it happen.
Speaker 1:It's not, you know it's not ideal. It's not ideal, and you'll hear, when I do my discovery call, I always set it up in a certain way so that people know what to expect of like here's what we're gonna talk about. You'll tell me about you, I'll tell you about us and then we'll go from there, because that way it sort of keeps things organized and not all over the place. If people are asking for very specific things about their own nutritional journey, if they're looking for advice, things about their own nutritional journey, if they're looking for advice, it's really helpful just to say this is something that I can't really answer without doing a fuller assessment. So that way people aren't using that time just to get some information and then never booking with you. So I would say one of the things that makes it more challenging is that it's not paid time usually and we can't always depend on how long it's going to take, unless you have really solid boundaries to be like. Since we're getting close to the time, let's wrap up here, but sometimes that can be hard to get folks off the phone, so you don't want to necessarily get caught up in that, I would say.
Speaker 1:One of the other things that makes it a little bit more challenging is people will sometimes schedule discovery calls and you'll maybe block that part of your calendar and once again it's not going to be a pay time and then maybe they don't answer and then you're kind of like, oh, I could have scheduled somebody here and now I didn't, and often now this person's not answering. Or you might do the whole discovery call and take all that time, schedule the person and then nothing comes of it, right? So that can kind of feel discouraging sometimes. But so that can kind of feel discouraging sometimes. But I really do think that the more you do them, the more you get confident in doing them. I feel like five years in, I can pretty much do it. It's like a script that I just know and I just do it in the same way that it just becomes much easier to do.
Speaker 1:But it can feel sort of discouraging when you're first starting out and not really sure, and it feels maybe awkward. You're like what do I say and what am I doing? And I'm not converting clients, converting people into clients that are booking with me. And once again coming back to that part that feels maybe a little icky about selling your services. So it can feel like not, I don't want to say like a waste of time, but maybe sometimes it can if you find that you're not getting the ideal clients. But that is also really great information. If you're starting to do a lot of discovery calls and getting all these people scheduling these discovery calls with you but they're not clients that are like your ideal clients, there's something to think about as far as like how are you marketing your services that people who are not ideal clients of yours are calling you or scheduling these calls with you, versus people you know? How do we find those people that really you want to be doing these calls with and then booking as clients? So that can also be a con. The other thing I want to kind of think about is, as we transition to thinking from solo practitioners to group practice owners, you know there's some other things to consider when it comes to doing discovery calls.
Speaker 1:I would say I did the discovery calls for my team for the first like two years of my group practice and I was very scared to give away that control because, like I said, once you start doing them, you kind of get good at them. You're like I know what to say, I know how to say it, I know what people tend to react to, or I know how to explain our approach really well, because by that point you're just talking about you. You, you're talking about the work you do, which you know, and so it becomes sort of like I know how to convert these people into clients. So it can feel really scary to sort of give that up to your clinicians. I decided to transition to having my clinicians do their own discovery calls, I would say about a year ago, and it's been an interesting transition. I will say.
Speaker 1:Some of the benefits is I was worried that when I was talking to clients, I was explaining to them about our approach, which our clinicians I mean our team, we all really practice from a similar place, but sometimes I mean you know how I say something versus how maybe another person on my team says it is going to come off, come out differently, and I was wondering if people were starting to come into their sessions with their clinician and expecting them to sort of talk like me or explain things like I did on the phone with them and sort of there's nothing wrong with how my clinician is practicing. But they might've just been expecting it to be a little more like how I was explaining it, and so it was sort of like setting up the clinician for a weird interaction, because I also work for the practice, obviously. So I was thinking about it in that context. The other context of it is that I at this point now we have three clinicians like that's a lot of discovery calls for just me to do, for three employees Adding more members to our team. The more people we have, the more discovery calls we might be doing. That's just a lot of time on my schedule that I simply do not have. So as a group practice owner, there's that.
Speaker 1:One piece of it is that I just can't do them all. And two I really think this is the most important thing is that the clinicians then get to really talk to the clients. Once again. Here's a good fit for them, their personality, it's the type of client they want to work with, and the clients really get a feel for that clinician as well. This is a very scary thing to give up control around as a group practice owner. I know I was very resistant to doing it for a long time and then once I did it, I was actually very relieved to do it.
Speaker 1:The other thing I really like about it as a group practice owner is that I think for a while, like when you get inquiries and people are scheduling these discovery calls, you're not going to book all of them as clients, right, and so your team may not realize how many people are coming through the door, so to speak, as far as like reaching out, and so they may say, like why is my caseload not building? And they may not realize that you've just been on the phone with all these people all week long and it's just maybe not the right fit or it's not working for their schedule, whatever it might be. So I have found that's actually been a nice way for me to feel a little bit less like pressure in a way, because the clinicians know exactly busy it is because they're also getting scheduled with for these discovery calls. So they're seeing, oh, the clients are actually coming through the door. It's just are we booking them? Are they good fits for us? How are those interactions going? And so I really like that piece of it too, is that it sort of made things more out of the open with my team as far as how busy it gets with increase and new potential clients for us.
Speaker 1:But one of the challenges that then also comes right, coming back to this, like we're dietitians and we didn't sign up to be salespeople, some people don't enjoy them and it can feel like a lot of pressure to feel like you have to like convert this person into a client, and so I hear this from a lot of dietitians and practice owners that they're afraid to give up these discovery calls to their team because they're afraid to lose potential clients and so there's a lot of scarcity that comes with that. I really like to challenge that because I think actually what it will do is it will empower your team. It will help them practice that like it's okay if people are not booking or if they're not a good fit, obviously like that's of course. Of course, as business owners, we want to have more clients and clients generate revenue. But I really want to empower my team that also they can do these conversations and a lot of it is for them too so that they get a feel for the person before they see them for the first time for that appointment and their conversion or not is not. I'm not going to be like you're not gonna be in trouble if you don't convert clients, but I know that's like a very scary thing for practice owners to give up. But it's really something to think about of like when you're doing the discovery calls. Are the clinicians you know retaining those clients? Are you more likely to have a client sign up but yet maybe only see that clinician like two or three times and then you never hear from them again? So really, looking at it from a bigger picture standpoint, are you at capacity for like doing these calls? How do you feel about doing the calls all the time? You know it just can feel like a lot on the practice owner.
Speaker 1:The other thing that we've sort of added on is that now we have an administrative assistant and she does a lot of the discovery calls now, which I think actually has been the best option. I think if she had been a neutral person in the middle doing them is probably the best case, because it's not me, so it's not like me as the practice owner or one of the clinicians on the team. It's our admin, nicole. She has a great job doing them and she's a neutral party sort of, and so if they don't convert, it's not like, oh my God, she did something wrong. But she can really kind of figure out okay, this would be a good person for so-and-so, this can be a good fit for so-and-so, she can see everybody's schedules and so she can schedule it. Because sometimes what I was ending up happening was one clinician was doing a discovery call and they're like, okay, this isn't a good fit for me, but it could be have access to that person's schedule, and it becomes a whole mess. So I really think it's up to the group practice center and kind of where your things are at in your practice. I totally want to just reiterate like I understand the fear of, like, giving up the control of not being the one doing the discovery calls, but it also can be a very liberating thing and we want to be able to trust our clinicians too, and that's really important as we're growing our group practices, that we feel like we are confident in our clinicians' abilities. And I'm just really talking through with your clinicians because I think it's been okay for some, not so much for others.
Speaker 1:The other thing you want to think about is also paying clinicians. I originally didn't pay the clinicians for doing the discovery calls and then that felt sort of like I didn't feel good about that. And then I recently started paying for that time because once again they could have been on the phone for like 45 minutes and then not even booked the client and like they're not getting paid for that time either. So I started offering them admin pay for that time. So that way it wasn't just like wasted work hours. But since everyone's gotten busier, you know, more of it has been on to our admin. So it really just sort of depends on your team's availability too. But I will say I really enjoy not doing them all the time. I still do them sometimes if, like Nicole or admin isn't available or one of the clinicians can't do them. So we do have a mix of it at our practice. But I really have given that piece up to the clinicians. So that is sort of my take on discovery calls and the benefits, the pros, the cons, the pros and cons of doing them in group practice.
Speaker 1:And so now the next part of this episode I'm going to actually do a discovery call. I'm going to ask my husband to play the part of a potential client and I will model for you how I do our discovery calls. So, as I mentioned, my husband, steve, has joined us. Hi, steve, hello, we are going to do a quick little demo of how a discovery call tends to go. I'm going to also chime in throughout with just some little added tips and things that come to mind as I'm doing the call with Steve. You ready? Sure, hello, hi, is this Steve Speaking? Hi, steve, this is Eva calling from Reclaim Nutrition. How are you doing today? I'm good. How are you Doing good? Is this still a good time to chat for our discovery call? Yes, awesome. Thank you so much for scheduling this call.
Speaker 1:We like to have these calls with any of our potential clients to learn a little bit more about you and to hear a little bit more about what you're looking for some support in. It'll also be a great time to tell you a little bit about our approach and, of course, to answer any questions you have. How does that sound? Sounds great, wonderful. So I'd love to hear a little bit more about you and what made you decide to reach out. I was at a doctor's visit recently and one of the things we discussed was how I've had some low energy lately and they recommended I reach out to a dietician and I found your practice and reached out Eva here chiming in. So this is really the time that you want to make sure to use a lot of your counseling skills to make your client feel heard, validated, and that you understand what they're looking for and what kind of support that you can offer them simply by just being a good listener. It could also be helpful here to ask if they've ever worked with a dietitian before, to get some more information on if they've had positive, negative, neutral experiences, if they have anything that's coming into the session potentially with you, if they work with you.
Speaker 1:Back to the call. That makes a lot of sense. We work with clients often who come in feeling low energy. Oftentimes we find that we're just probably not eating enough throughout the day and we can certainly help you around that, and thank you so much for sharing that as well. Is there anything else that might be helpful for me to know? I don't think so. Awesome. Well, I think this would be a really great time to transition to telling you a little bit more about our approach. How does that sound? Good, great. So our approach to working with clients includes Eva back here. Approach to working with clients includes Eva back here.
Speaker 1:This is also the time, now that you're going to want to tell your client about your approach. You might share the type of work you do. Something that we often say with our clients in these discovery calls is that we work from a weight neutral approach. We don't do any weight loss. We often share that. We don't do things like meal plans and that we'll really try to work with our clients to help them get to know their bodies better and to nourish their bodies in a way that feels good for their bodies and things like that, and really we'll sort of give them a nice summary of how we will do the work together. They may ask you questions then throughout that, and you really want to just answer genuinely how you would answer that in a session. They're really hoping to get to know you during this call as well. So don't stress it too much, but just be honest and tell them how you do the great work that you do. Back to the call. So how does all of that sound? Do you have any questions about our approach? So far? I don't think so Cool. Well then, let's talk a little bit more about logistics. What insurance do you have? Personal choice Awesome. We are in network with them and they typically cover this many sessions. We also do have an office and we see our clients virtually. Is there a preference for which one you'd like Virtual? Great, that works for a lot of our clients. I would say we still do most of our sessions virtually. If our sessions are not covered by your insurance, our out-of-pocket rate may apply. Is that something that would be okay with you? Yeah, okay. So that was an example of how I might ask questions about their insurance and tell them about session fees and things like that. This is really just going to be more of those logistics. Sometimes clients will also ask how often do you meet or how long are the sessions, so they may already have those questions teed up to ask you, but sometimes it helps just say them right up front. Back to the call. So do you have any other questions regarding any of the logistical information I just shared, or maybe more about our approach? No, I don't think so. I think we covered it all, awesome. So after talking now, do you think you want to go ahead and get an appointment scheduled? Yeah, absolutely Okay. Wonderful. Let's take a look at what we have next week and hopefully we can find something that works for both of us, sounds good and really want to conclude the call with one scheduling the appointment if you can. And also this is really where you want to set some expectations. If you have any forms they need to fill out to tell them what email they're going to be getting with their appointment information. I'll usually tell people we use a program called Practice Better. You're going to get an email giving you access to that and tell them anything that they may need to know up until your appointment if they need to reach you before how to do that. So you really want to just set all that expectations up front and then you're going to wrap it up and say goodbye. So that is how I do discovery calls. Thank you to my husband, steve, for being the client in this situation. I will be sharing this template kind of way that I do the discovery calls on our website for a download. So be sure to go to the website, wwwrdtoseocom to access that. There'll also be a link in the show notes for that and I hope this episode was helpful. I hope it was a helpful way to think about discovery calls differently and to help you decide whether or not that was something that you want to offer or continue to offer on your team and at your practice. Thanks for listening and tuning in. I've really loved talking about this today and, if you really enjoyed the podcast, I'd love it. If you could like, subscribe, comment, and if you want to reach out and let me know some episode topics you'd like me to cover, be sure to go to the website and fill out the contact form. I'd love to hear from you. Thanks for listening and I'll see you next time. Bye, thanks for listening to the RD to CEO podcast. Be sure to check out the show notes for any resources mentioned or find more at wwwrdtoceocom. Never miss an episode by subscribing wherever you get your podcasts. See you next time.
