Reception can’t run your pipeline. Episode 04 defines a Clinic Sales Desk — the dedicated function for converting enquiries, taking deposits, and re-engaging lapsed patients. We cover ownership of revenue, why “sales” in healthcare is patient guidance, and a practical framework to grow from £1.2m to £5m without adding headcount prematurely.

Show notes (bullet highlights)

• Sales Desk vs Front Desk: Separate functions; sales = conversion, deposits, show-up rate, and recall.
• Ownership: Revenue is an owner-level accountability; practice managers are stretched — don’t bury sales under admin.
• Redefining “Sales”: Not pushy — it’s discovery and guidance from problem to solution.
• Apple analogy: Fast triage, delightful support, consistent follow-up — build that layer around your clinic.
• ROI > revenue: Uplift plus continuity (no single-point failure), process, and readiness for campaigns/new services.
• Scaling from £1.2m: 1) Plug the bucket (no-shows/cancellations), 2) instrument the funnel & unit economics, 3) then scale acquisition.
• Capacity reality: You may hit site limits before £5m; don’t open site two until playbooks work in site one.
• Legacy list: Typically 5–15% re-engagement potential with consistent outreach.

Pull quotes / audiograms (5)

• “A Sales Desk is a function, not a person — and its metric is revenue.”
• “Reception’s job is the person in front of them; pipeline is a different job.”
• “Sales in healthcare isn’t pressure — it’s guiding a patient to the right solution.”
• “If recall pauses every time the clinic gets busy, you don’t have a revenue function.”
• “Stop the leaks first, measure the funnel second, then scale acquisition.”