From 30% to 70%: Fixing the Phone Call Conversion Gap in Dental Practices
Most dental practices don’t realize how much revenue they’re losing at the front desk. In a recent episode of the Dental Practice Launch Podcast, Crimson Media's Shane Simmons spoke with Susan Leckowicz, founder of Dental Coaches, about one of the most overlooked and profitable growth areas in dentistry: the new-patient phone call.
Susan breaks down how small changes in phone conversations can drive conversions from 30 to 70 percent, saving thousands in wasted marketing and bringing in patients who stay, pay, and refer.
Why the First Phone Impression Matters More Than You Think
Patients often call five to seven offices before making a decision. They’re weighing Google reviews, availability, and how they feel on the phone. If your front desk doesn’t connect or guide that first conversation, the patient keeps calling down the list.
That lost call isn’t just one appointment, it’s thousands in lost lifetime value and referrals.
“If the patient hangs up the phone and they’re not really wowed, they’re going to try someone else.” — Susan Leckowicz
The Cold Math: Conversion Rates and Missed Revenue
Understanding the numbers changes everything:
- Most practices convert 30 to 40 percent of new-patient calls
- Susan helps practices reach 70 percent
- Average annual value per patient: $800 to $1,500
- Average patient acquisition cost: $375
Let’s say 60 new patients call each month. At a 40 percent conversion rate, you schedule 24, but lose 36. At $375 per lead, that’s $13,500 in missed opportunity every month. Over a year, that easily becomes six figures in lost production.
Two Make-or-Break Phone Scenarios
1. “Do you take my insurance?”
Most front desks reply with a quick no and hang up. Instead, Susan trains teams to pause, connect, and explore options:
- Use the caller’s name and ask how they found the office
- Ask what made them call today (this reveals urgency and need)
- Explain how your office works with their benefit plan
- Offer alternatives like payment plans or same-day appointments
“Patients don’t know what else to ask. They think dentistry is a commodity, so teach them, connect, and don’t just say ‘bye.’”
2. “How much does an implant or crown cost?”
These callers aren’t just price-shopping. They’re unsure where to start. A better approach:
- Ask: “Why are you asking about implants?”
- Share a starting price range, with context
- Explain that a proper quote needs an exam
- Use this as a chance to highlight your doctor’s experience and payment flexibility
What Top-Performing Practices Do Differently
High-converting offices don’t leave calls to chance. They build systems:
- A new patient call slip to guide the conversation
- Weekly call reviews with measurable conversion tracking
- Training on empathy, name usage, and value messaging
- Dentist follow-up calls to new patients
- Front desk incentives and scorecards to recognize wins
“We train teams to use the patient’s name three times in one sentence, to show they care and guide the call without getting lost in clinical rabbit holes.”
The Bootcamp Model: How to Create Lasting Behavior Change
Susan’s training uses a structured approach: 45-minute weekly sessions over two to three months, including roleplay, call listening, workbooks, and scorecards. The format is designed to shift habits and make phone excellence part of daily operations.
- Short sessions keep teams engaged
- Recordings become onboarding for future hires
- Roleplay creates confidence, not scripts
- Scorecards track tone, care, connection, clarity, and collaboration
What You Can Do This Week
Don’t wait for a full overhaul. Start with one or two changes:
- Listen to a handful of real new-patient calls and identify recurring weak spots
- Train your team to always get and use the caller’s name
- Create a one-page call slip to guide the conversation
- Build default talking points for insurance and pricing questions
- Set a conversion target (like 70 percent) and track it
- Have the dentist call new patients to welcome them. This tiny gesture makes a big impact
Final Takeaway
Improving phone conversions is one of the fastest ways to grow a dental practice. With a few small systems, clear expectations, and a human-first mindset, your team can move from 30 percent conversion to 70 percent or more, saving money, filling the schedule, and building lasting patient relationships.
Want to get started? Even one change, like leading every call with the caller’s name and reason for calling, can change the outcome of that conversation, and your month.
Want to Turn Your Phones Into a Growth Engine?
For more insights from Susan and her team, visit dentalcoaches.com or email her at susan@dentalcoaches.com. You can request a quick call review or download the five-point scorecard to begin tracking conversions today.