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Patient Attraction Episode 233
Hello everyone, Colin here with day two of our look at Infusionsoft’s four attitude types of small business owners. If you didn’t see yourself as either a Freedom Seeker or Passionate Creator yesterday, then you’ll probably see yourself as a Struggling Survivor or Legacy Builder today. Stay tuned.
– Yesterday I told you that our partner Infusionsoft surveyed 850 American small businesses – half of which are Infusionsoft customers and half are not.
– Instead of looking at demographic similarities to explain business behavior, Infusionsoft found four attitude-based profiles: Freedom Seekers, Passionate Creators, Struggling Survivors and Legacy Builders.
– Freedom Seekers value being independent from both a boss and the chase for money.
– They want to live life on their own terms.
– Passionate Creators are the most optimistic of the four types.
– They also are the most customer centered and altruistic.
– Today we are going to talk about Struggling Survivors and Legacy Builders.
– Struggling Survivors are the least optimistic of the four types.
– They worry about the risks of entrepreneurship, feel like they are less respected than those working in a corporate environment and feel least financially secure.
– That’s probably because they are the least likely to have improved their situation financially.
– In fact, Struggling Survivors are the most likely to have considered shuttering their businesses.
– They are also the most likely to be handling their business responsibilities without help from consultants or employees.
– If this is you, it’s time to get some help – whether that is help with a practice-management partner or help from someone like us to increase your client base.
– This must be a terrible feeling, to always think you are on the verge of having to close your practice.
– Finally we have Legacy Builders.
– These are small business owners who wanted to provide something no one else was offering.
– These folks wanted to create a business mostly for the promise of financial stability or comfortable retirement.
– They want to be able to hand down their business to their children.
– While extremely ethical and practical, this group is marketing averse.
– Legacy Builders are the least likely group to have a website, least likely to track web analytics, least likely to use top lead-generation practices (including email marketing), and most likely to spend less than $200 per month on marketing.
– They are least likely to consider information we think is key – such as following up with prospects and understanding your ideal customer – as helpful to their business.
– This group is most likely to ask family and friends to help manage their business.
– I’m here to tell you, this sounds like a lot of old-school dentists.
– But the days where you can just put up a sign that says “Dentist” and watch the phones start ringing are long over, at least if you want to dominate your market.
– I hope you’ve enjoyed this look at the different types of small business owners.
– If you’re ready to discover what my clients know that you don’t about attracting patients online, you should schedule a Patient Attraction Blueprint Session. They are free to serious dentists who want to see a patient attraction system that can double their practice. For more information, go to smartboxdentalmarketing.com/blueprint.
– Until then, keep moving forward.