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Patient Attraction Episode 170
How many times have you walked into a fast-food restaurant and been asked, “Would you like fries with that,” “would you like to upsize that for just a dollar more,” or “would you like to make that a combo?” Can you ever imagine doing something like that in your practice? When we come back, I’m going to tell you why you should be doing EXACTLY that.
– Hi Colin Receveur here on Tuesday, June 15, and this is our next-to-last day in our series on lifecycle marketing.
– We started last week with attract interest. “Look at me.” Here’s an Adwords ad for a free report on sleep apnea.
– Then comes capture leads. The potential patient says, “I see you. Here is who I am. Talk to me.” They sign up for your free report on sleep apnea.
– After that you nurture prospects. “Ok, prospect, let’s talk about X.” You send an autoresponder series of emails on sleep apnea and how it can make their life better.
– Then you convert sales. The prospect says, “I like what you have to say. I’m going to set up an appointment.” You sell them the sleep apnea appliance.
– The next stage is deliver and satisfy. “Here you go. What can I do so you are completely satisfied?” You make an appliance that cures their sleep apnea, no matter how many times they come back for a better-fitting one.
– Now we are at upsell customers. Sometimes you will see an upsell referred to as a bump.
– This is where you say, “Since we know each other, maybe you would be interested in Y.”
– Here are two important things to remember about upselling existing customers:
1. The probability of selling to an existing customer is 60-70%. The probability of selling to a new prospect is 5-20%
2. It costs 6-7 times more to acquire a new customer than retain an existing one.
– Now I know this is going to sound a lot like, “Thanks for your order. Do you want fries with that?”
– And in some ways it is.
– But providing what a patient wants and then asking if they want more is a tried-and-true technique.
– So if a patient has come to you for Invisalign, maybe they’re a good candidate for teeth whitening.
– Or, to continue the example we’ve been using, maybe the patient you have nurtured until he bought a sleep apnea appliance is also a good candidate for Six Month Smile or veneers.
– Once a patient knows and trusts you, they are more likely to follow your suggestions.
– Upsells also can include programs like whitening-for-life or warranties on implants or prostheses.
– Of course, this shouldn’t be so aggressive that it turns off otherwise satisfied patients.
– Doing so would damage the final stage of the customer lifecycle: get referrals.
– That will be the topic of our last podcast on this topic tomorrow.
– Until then, keep moving forward.