This marketing tip is going to dramatically improve your positive word-of-mouth. If a new prospect comes to your business, store, practice or office but hasn’t decided if they’re going to “use” you yet, be careful not to scare them off. Let me explain.
Your ultimate goal is to generate new business. BUT, I think many professionals chase prospective patients/clients/customers so hard and fast that they scare them away. What’s worse is that not only do you lose business, but that person will tell their friends how pushy you were – how much you chased them – how many calls you made and e-mails you sent. For the record, I am not saying that you shouldn’t follow up…I am simply suggesting that you be smart and strategic about it.
For example, you can send them a monthly newsletter. Or, you can follow-up with a quality-control-ish phone call where you ask, “Hey Mary, I know you haven’t come back to the office yet, but I wanted to follow up and see if you had any other questions I could answer?” That’s it! Do not call 5 times, do not send 17 e-mails or newsletters in 1 month.
These same rules apply if an existing patient/client/customer ever leaves you. The reactivation campaign should be regular and steady!
Give people a chance to get to know, like and trust you… as well as evaluate you and your expertise. Showing desperation will never help you grow.
To Your Success,