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This is something my colleagues and I hear sometimes: “The campaign isn’t working. I don’t have any new customers (or I don’t have any new patients).”
When we dig in to see why the campaign, be it pay-per-click advertising or advertising on social media platforms, the finding is almost always the same: leads were not handled properly.
It is not their fault. It is unrealistic for an employee at a medical practice, or an employee of any business for that matter, to deal with leads properly if they have not been trained.
Assuming a call comes in and is answered, the first golden rule of turning that phone call into a customer or patient, is to have a script that is designed for conversion. How many times have you called a medical office and one of the first questions you hear, if not the first is: “Do you have insurance.” Not exactly a warm greeting.
Asking the right number of questions to assess needs and to see if the caller is the right fit is indeed critical, and you should set a welcoming, friendly tone with the first question or statement. As a marketer, of course I would tell you to include asking where they heard about you. If they say a friend or family member referred them, ask “Who can we thank for the referral.” Then you can thank the referring party, and you are, in effect, nurturing your existing customers/patients, thereby enhancing loyalty; but I digress.
The second tip for handling leads is the “speed to lead.” If a potential customer/patient fills out an online form, or if you do not answer the phone when they call, the “magic number” is five, five minutes that is. You are 10 times more likely to get reach the prospect who called when you call back within five minutes.
Lastly, we recommend the “rule of six.” If you are unable to speak with the prospect who called, call them six times; once in the morning and once in the afternoon for three consecutive days.
But do not give up there, after that put those people into a sequence of text messages of emails so that you stay top of mind if they have not yet decided.
When do you stop? Until they unsubscribe or ask you not to contact them.
And that’s the bottom line.
If you want to increase customer activity in your business contact me at 305-607-7300 or carlos@nextmediadigital.com. You can also visit next-mediainc.com for more information.
Carlos Ribero, is the president of nextMEDIA Marketing Alchemy. He is a nationally recognized marketer having been twice honored with the prestigious Ogilvy Advertising Research Award. He now focuses on helping small businesses reach their full potential with digital marketing.
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