I was doing some research today and I came across an interesting way to look at both one-to-one marketing and vertical marketing. Both involved maintaining developed relationships with contacts with whom you already have relationships. So, I wanted to add more to my blog from a few weeks ago about influence.
In this blog and probably marketing education you have had along the way, you probably have heard plenty about databases and a dedication to marketing. In the blog I referenced above, the vehicle I discussed was email marketing. Hopefully, that got you thinking.
Beyond the question about how many you influence is a question about how you influence those people. I don’t think anyone has to be convinced that your best referrals are people you know or your circle of influence. This includes patients, friends, family and every contact you know. But, let’s talk about the easy ones: previous patients.
Past patients are an excellent source of new business in two ways. First, they come back for more treatment. Second, they refer new patients. Needless to say, I am asked nearly every day how do you get more referrals. I hope my clients accept my answer when I tell them that there is a variable involved for which we cannot account: prospective patient readiness. One who has not identified a need cannot be referred yet. So, with this giant, cosmic variable out there what do you do? Most, and I mean 99%, choose to quit. After all, what can you do?
You can get in position and stay there. Much like the game of racquetball, (If you play and play poorly, your game is about to get a boost.) maintaining the best position is the key to getting referrals. Good racquetball players play their shot and then step to the middle of the court. Most shots are within their reach and their game looks effortless. The untrained player chases the ball all over the court, physically wearing themselves down and playing without focus. This is the sort of player that does not win against superior competition. (If anyone out there would like me to demonstrate, just come to Dallas for a game with me. I’ll show you.)
So, for referrals, how do you get into that center court position? And, more importantly, how do you stay there? It starts with admitting you need two things: 1) Technology and 2) the dedication to stick to your plan.
This should provide enough incentive. Look in your patient database to find out how many people you influence. Then ask yourself how many opportunities you have to make contact with those people. Whether you are a cosmetic surgeon or cosmetic dentist, your numbers may look a little like this:
Office visits or phone contact in a year: 2
If you do some sort of annual patient reminder, add 1 contact.
Let’s give you a lot of credit. If you do a quarterly mailer, you just touched them another 4 times.
So, if you are making any kind of effort, you are making contact 7 times a year. Oh, wait... This is the effort you make. This does not take into account whether your contacts even saw it or took the time to absorb the info you are sending. Oh, no! You also have to factor out the chance that your media is not entirely correct, either in design, message or call to action.
Now consider that there are 365 days in a year during which the sun, moon and stars need to line up on a day when one of your contacts are even in position to make a referral. It is a wonder that referrals are ever made.
But they are. Imagine how much more referral opportunity you could have if you maintained excellent contact with your circle of influence on a regular and ongoing basis. In other words, instead of chasing the ball, why not put yourself in position so that when a referral opportunity pops up, you are closer to top of mind.
How do you do this: Database marketing tied to content (we recommend a blog) powered by an automated communication tool that allows you to work in volume.
If you are reading this, you are reading an object lesson. Follow my lead... because my blog and email marketing blast results in new opportunity every week.
1) I give readers something new to learn or see each week. Yes. EACH WEEK. You can do this, too. Or are you willing to admit you are out of interesting things to say about your practice?
2) I write and email regularly. Every week. Every Tuesday. People get used to it.
3) I cultivate a readership. At DSM, we don’t ever pass on the chance to add a contact to our database or mailing list.
4) I vary the topics to learn about who clicks through on what topics.
I make at least 52 attempts each year on my most distant prospects. The more immediate prospects get phone calls, personal emails to answer their questions and more. See how I improve my chances by nailing down that one variable: readiness? By using volume communications and dedication to the plan, I factor out readiness because someone is always ready somewhere. It can be the same for you in your circle of influence.
The reason I get new leads every week, and usually new business, from this action is that I have taken the variable of readiness out of the equation. I am standing in the middle of the court, reaching for balls that are coming to me. My competitors... they are running like crazy chasing the ball.
If you are chasing the ball and want to learn how to put yourself in position and stay there, we have a very affordable program for you. It is my coaching program where I help you set all of this up, make it work and give you analysis on the results. Coaching is only $300/month. If you are interested in learning this important marketing skill, let me coach you. Email me at donald@dogstarmedia.com if you are interested.
