2. Have a Marketing Plan
Everything comes with an enquiry. We call this a lead. A lead is someone who has expressed an interest in doing business with you and each one should be cherished. It’s amazing how many businesses we come across that don’t realise that there’s a cost for each of those enquiries and not following up on them or treating them poorly is like flushing money down the drain.
These leads will most likely come from various different places and we call these channels. Some leads will close quickly, some will take longer. In healthcare, I’ve seen some take days and some take years! Many of the leads won’t close at all and it’s crucial you record these and find out why they didn’t close as in the future it will enable us to minimise lost clients.
Identify the different channels where your leads come from. Is it the website, is it from a directory listing, maybe an article you’ve been mentioned in, is it a particular colleague that has referred them to you? Identifying channels enables you to put a structure around your marketing and you can adopt a strategy to target those channels and get more customers.
3. Tickle Lists and Updates
Track all enquiries and keep talking to existing clients. Get into the habit of chasing up new leads and creating newsletter and web updates to tell your existing clients that you’re still there. In healthcare, the sales cycle (the time taken from initial enquiry to closing a sale) can be very long. Make sure you stay in their lives. If necessary implement a CRM system to keep track of their status.
Existing clients will like to know that you still care, they will say nice things about you and tell their friends how lovely you are, but it’s crucial that you remain in their lives. This doesn’t have to be hugely intrusive, an occasional newsletter, a free consultation to see how they’re getting on or even a birthday card. Your happy clients are your best advertisement and will help you to build your practice.
4. Going Pro
Acknowledge you’re in the business of selling and make sure your team does. If may only just be you and a secretary or you might have a clinic full of staff, but implement a professional sales structure within your business.
Make sure you allocate time in the diary each week to thinking about how you can grow the business. Have a marketing meeting with those in your team who are customer facing and start to brainstorm ideas as to how to grow the business. I’m always amazed that the ‘business of selling your business’ is often left right at the bottom of the to-do list.
It should be addressed endlessly. My making sales a function of your business it will feel less like something that you think about randomly and start to put in structures to grow.
If you need any help with developing websites, newsletters, copywriting or just advice then drop us a line by the contact form or email me at KG@BhmMedia.com or call me on 07768 571 493