Bulletproof Dental Practice Podcast Episode 4 Host: Dr. Peter Boulden Atlanta Dental Spa   Guest: Jeff Hopeck Killer Shark Marketing   Title: How to Get Conversions from Advertising with Jeff Hopeck Subtitle: Creating a System for Answering Calls To Track Missed Opportunities   Key Takeaways Advertising is important but must lead to conversions. Dentistry is an untapped industry when it comes to online advertising. There are tremendous opportunities for referrals in dentistry. Call trackers are great tools to help identify missed opportunities. The challenge: Listening to phone calls at the end of the day is not ideal for dentists who have a full practice during the day. A possible solution: Killer Shark has a proprietary software, Shark Talk, that listens to every call and categorizes them for your dental practice. Then sends missed opportunities to your email inbox. You can be missing opportunities by not recording and listening to every call even if you are doing well as a practice. People don’t call your office and just book an appointment. They call and ask questions to qualify your practice versus other practices they see online. Training is important for everyone including your reception service. Most practices have scripts but don’t have management accountability. Sometimes you don’t need to do or spend more on marketing. You need to identify how to solve missed opportunities.    Tweetables: “It’s not just about picking up the phone and answering the call, it’s about executing on this data.” - Dr. Peter Boulden “Data is nothing without execution.” - Dr. Peter Boulden “You can’t fix something that you don’t know is broken.” - Jeff Hopeck   Resources:  Website: sharktalk.me Books: How to Win Friends and Influence People by Dale Carnegie   Productivity Tool: Google Calendar