You Know you should – You know you should…but. How many times has something you know you should be doing risen to the top of your mind, only to once again slip below the surface? It happens to everyone and usually involves something you really don’t want to do, unless you are really old.
When it involves chores around the house or keeping in touch with not so friendly relatives, it’s understandable. However, when it has a direct impact on the bottom line of your office there isn’t any excuse. What I’m referring to is; how much do you communicate with your clients, and how well?
As I mentioned in one of my previous blogs, we are in the communication business. But many offices stop communicating with a client as soon as the trial period ends. Have you found yourself saying, “If he has a problem, he’ll call for an appointment.” But will he? Or, will he become a negative P.R. experience for your office?
It never ceased to amaze me when I would asked a new client who was wearing instruments, “Where did you get them?” and the answer was, “I can’t remember!” That office failed to communicate. There are so many ways to communicate with your clients and so many reasons to do it, I know whatever list I might put together would have some glaring gaps, but here are a few things that might get you thinking about what you have not been doing, or simply help you to do it better.
Do you have a system in place to work your files? Not just the three years and older ones, but EVERY file. No matter how old or young a file, there is ALWAYS a reason to contact that client or prospect. Here are some reasons to make contact; do you have enough batteries? Is your tubing getting hard? It’s been a while since your last adjustment/ cleaning/ test. Have you heard about the new instruments/ features/ attachments/ for your instruments? Happy birthday/anniversary. Did you receive our last newsletter? Can you use an ALD? Etcetera.
As I said, there is always a reason to contact a client on a regular basis and while you’re talking, ask for referrals. Have you ever figured out the acquisition cost of a new client? The number of dollars spent per new client, or new instruments sold may surprise you. One office I know of calculated that it cost $600. (I’m not joking) in advertising to create each new client sale. How much does it cost to call or send a note/letter to an existing client? Some calls can be made by your staff, while others by you or other dispensing staff members. And it is always appropriate to ask for a referral. Happy clients want their friends/relatives to experience the same hearing success that you have been able to achieve for them.
One last personal thought. When I had my office I sent out a newsletter every three months to everyone on my list; clients/ prospects/ doctors, even my competitors. Although I did this four times a year, we still had almost 10% returned as undeliverable, moved, no-forwarding address. If you only contact a client once a year, or less, how many of your files have become corrupted? I know email has changed a lot of this, but regular contact is still one of the best ways known to grow your office.
