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It can be disheartening for anyone making cold calls for new patients to endlessly hear the phrase “I’m not interested”. It is always important to remember that the people you are contacting are leading busy lives: they have their own deadlines to meet, their own emails to answer, and their own decisions to make.
The Common Cold Call
When a prospective patient answers your call (one that you have never spoken to before but are trying to entice) they will immediately be making decisions about you. In those first valuable seconds of contact, your prospect will be establishing exactly who you are and what business you represent, what it is you are actually offering, and whether this particular service is something that they are interested in or not.
You won’t have long to make that all important first impression, so it’s unsurprising really that many people will swiftly inform you that they aren’t interested, hanging up the phone immediately after.
If you have something valuable to offer, why aren’t people listening? It is inevitable that you will reach some people that simply aren’t interested, but in many cases the reason for so many dismissals is simply because the caller is not putting themselves into the prospect’s shoes and realizing what is important to them.
Creating a Warm Reception to Your Cold Calls
It’s not surprising that people don’t enjoy making cold calls. Receiving one rejection after another is certainly a disheartening experience. One method that you can utilize to receive a warmer reception from those prospects that you are calling is to set up what’s known as a drip-marketing system. This involves a combination of direct mail, email communication, and telephone follow up calls.
Your drip-marketing campaigns can contain information that is educational, informative, and sales based. Mixing and matching the three can help to spark the interest of a prospect, making them far more receptive when it comes to that follow-up call. By establishing a 12 month calendar for your marketing you will be able to introduce your prospects to you, as well as the beneficial services that you can offer to them.
How Much is Too Much?
Of course, it is important to remember not to send emails out too frequently as this may not benefit you in the long run. Put yourself in the shoes of your prospects once again and consider how often you would like to receive email information. More than two or three emails a week is likely to be too many.
Your cold calling marketing campaign will be far more successful if you put in the work beforehand. By drip feeding the relevant information to your prospective patients through mail and email you will be providing all that your prospects need to know to make a decision regarding the services that you offer. When you make your follow-up call, the people on your list will be far more likely to hear what you have to say, and you will be far more likely to gain a new customer.