We see a lot of dental practices making great effort to promote their dental plans; through their website, via posters, leaflets and so forth. However, many undo all of this good work by not effectively following up enquiries or initial interest sparked by patients.
It is more about nurturing your prospects and helping them make a decision and keeping them warm for future re-engagement rather than the pushy sales tactics that we’ve all no doubt come into contact with that demands an instant ‘sign on the dotted line NOW’ approach.
There are three principles which will help you understand how to create effective follow-ups at your practice.
1. Familiarity principle
Humans are creatures of habit and we seek things that are familiar to us; it makes us feel more comfortable and at ease. As such we tend to buy from brands/businesses that we have a connection with and we already feel familiar with.
You want to become familiar to your patients as their dentist which is why regular communication is so important and helps your patients feel at ease and connected with you.
2. Recency principle
People tend to make decisions using information/data that is most recent. We naturally tend to pay more attention and give more weight to the newest information which is why your follow-up process needs to be timely. For instance, we recommend contacting those patients who ‘want to think about it’ within two weeks.
3. The rule of last impressions
We all know the mantra ’first impressions count’ but it’s actually a prospect’s last impression of you that counts more. With marketing, every point of contact can be the last impression which is why regular consistent communication is key.
Making a good impression does require effort and as a dental practice, requires the whole team to be on board and working towards the same goals. Ensure that all team members make the effort to make a good impression with each and every contact they have with your patients.
So, ensure that you regularly communicate with your patients and don’t be afraid to repeat the benefits of your plan and its benefits more than once. Also, don’t make assumptions that patients aren’t interested; ask them and ensure that follow-up communications are part of your process.
For more information, contact us on 01463 223399, we're here to help and can even arrange a visit to the practice to discuss things further.