Hi everyone, sorry I have not written a post for a few days. I just got back from Las Vegas and the Parker Seminars. Always a great time to reset your focus on what’s important. I was working at the vendor show representing K-laserUSA. www.k-laserusa. We had a amazing time meeting so many different doctors from all over the world.
Here is a new view on a prior article I wrote for Student DC. I wrote it on the plane ride home. Always trying to improve. Never stop learning. Enjoy.
The Power of Hand Written Thank-You Notes/Cards to generate referrals
Think about why people refer business to you. There are several reasons.
One, people like to refer business. It makes them feel good. They are making a contribution when they refer and this makes them feel good about themselves. Given the right opportunity, people would refer you more than enough business.
Two, the Law of Reciprocity. If people feel they owe you something, they are more likely to give you something in return. One of the things they give you is referrals.
Three, the Law of Affinity. If people feel that you like them they will go out of their way to help you. People get so little appreciation these days (Hot Tip: Using the fine art of appreciation is a powerful tool on the road to success), so when they get some they are more likely to talk about it to others.
The level of referrals you receive is based on the level of service you provide and your ability to simply ask for them (more on that later). By using hand written than you notes you are trying to increase the level of enthusiasm, convition, delight in your patient. When I say hand written, I’m not talking about just your signature on the bottom of a pre-printed card saying thanks for the referral with a blank line to insert the persons name. No. You need to take the time to write out the entire message by hand, including the mailing and return address.
Little things make all the difference. As I stated before, your patients expect you to get the job done. They expect results. They expect good service. They expect you to keep your word. So if you give all of these to your patients you’ll be giving them exactly what they expect. You can’t offer less than this and expect to get word-of-mouth referrals. So don’t go patting yourself on the back for a job well done thinking you have differentiated yourself from other doctors.
Think back to the time you received a hand written thank you note. Did it make you feel good? Did it make you feel the person really cared? Did it make you feel good about the person that sent the note? Was it something special, a bright spot in your day that you told others about? Why do they make such an impact?
It’s unexpected and it makes people feel good.
It really show you care and are thinking of them
Shows that you are organized and on top of things
Increases both your trust and affinity with people
Shows you went out of your way to do something for them
Gives them something tangible and physical that reminds them of you
Is easy and inexpensive
Can be done virtually every day
Can be done no matter what your budget is (important for new doctors and new business owners.
Makes you feel good and forms a connection with your patient
So when do you send them? Is there a successful system? Of course there is.
Send them frequently, regularly and systemtically. This isn’t something you do once and awhile. This can be your central marketing activity. I like to send out three “thank you” notes per day. Seems like a lot, but it is not. Pick a time everyday to write them (at lunch, doing insurance work, at the start of the new day), just do it.
Here are some suggestions on when to send “Thank You’ and what to say.
When you’ve set an appointment.
Set the tone of your meeting by letting them know you’re looking forward to getting together with them.
When you are finished with an appointment.
Have your thank you card ready when you get back to the office and the meeting specifics are still fresh in your mind. Send out the note the SAME day. This is critical and very effective. You will be surprised at the response you get for how fast the note arrives. People do notice.
When you get new business
As soon as you have a new patient, this will make them feel confident that they’ve chosen you as their doctor. Example: ‘Thank you so much for choosing me to be your doctor. Welcome to our office and family of satisfied patients.”
When you get a referral.
Don’t just send a note when you get new patients from a referral. Send a note right after you’ve spoken or met with the referral, even if you didn’t get them as patients. Thanking them for referring you. When and if they sign up as new patients, send a thank you note again.
When someone helps you.
It could be anything. Someone gives you a resource, an idea, a compliment, an encouragement. A note to an employee or manager of a store you received great service in. Do you know how many people get positive letters of praise? Not many.
When you meet a new contact.
Through a networking event, through a business associate or any other business situation. Write a note on the back of their business card so you don’t forget them and send a note the following day.
When you give a ‘Health Talk” or seminar.
What better way to impress the people who attend your workshop. This includes existing patients and guests. Existing patients will be happy you do not take them for granted.
That’s a lot of notes you might say. But if you want to be successful you have to do what others DO NOT. Yes, it it, but you want to make it a habit. It takes 21 days to form a new habit, so be patient and it will feel like a natural event before you know it. The success of your marketing plan might just depend on it.
Dr. Perry Nickelston
www.k-laserusa.com
1-866-595-7749 Ext. #2
Tags: Practice Tips of the Day, General by Dr. Perry
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