Troy Cole
Founder, LogiCole Consulting
Troy Cole runs LogiCole Consulting, where he coaches refractive and cataract surgery teams to sell without sounding salesy. He has spent about 20 years in the ophthalmology space, and his firm has worked with hundreds of elective surgery practices across North America, helping phone teams and patient counselors turn more leads into consults and more consults into procedures.
His DISC for Doctors & Teams program trains staff to read communication styles in real time and adapt mid-conversation; his E3 Bootcamp is a 12-week intensive built for phone teams and patient counselors. He is based outside Fort Worth, Texas, and coaches youth baseball, where he says DISC works just as well as it does in a consult room.
71
Sept. 29, 2026
Never Apologize For The Price
Every patient coordinator knows the moment: the consultation goes great, the patient's excited, and then the price is delivered and you feel yourself start to apologize for it. That reflex isn't harmless, it tells the patient the price is something to feel bad about, and it can quietly reverse a decision that was otherwise locked in. Troy Cole returns to Practiceland for round two. He's spent 20 years training refractive and cataract surgery teams, and now shares the same playbook for aesthetic...
Guest: Troy Cole
66
July 21, 2026
Read the Room in 60 Seconds: The DISC Hack for Talking to Any Patient
Some people walk in ready to sign before you open your mouth. Others need three weeks, a printout, and a notebook full of questions. Same practice, same price, same words out of you — completely different result. Troy Cole runs LogiCole Consulting and has spent about 20 years coaching refractive and cataract surgery teams to convert more patients and command premium prices. He teaches Andrea DISC, a four-quadrant personality framework simple enough to use live on a phone call, then reads Andrea...
Guests: Andrea Watkins , Troy Cole