7 Deadly Dental Marketing Sin #7: Making Your Prospect Work
In this episode, we will cover the “Seventh Deadly Dental Marketing Sin” which is making your prospect work.
One of our Practice Growth Program clients reached out to us and said, “Hey Liza, can you guys take over our social media management? And I asked them why do you wanna do that?”
With this practice, we’ve been looking after their SEO and the Google ads, and they’ve been doing their social media in-house, which was being looked after by their receptionist.
I was curious, why do they want us to take over their social media accounts which is their Facebook, their Instagram and their Google My Business. And they said to me that they post a lot but they’re just not getting any new enquiries from their posts.
This totally makes sense. We hear that often from dental practices. So, our first step is a diagnosis. I asked them to give us access to their social accounts so we can log in, have a look and see what they’re doing, where the gaps are and see if we can help.
After reviewing their social media accounts, one of the things that we noticed was the way how their receptionist was handling their DM, the direct messages. Now, the receptionist was very professional, very polite with the way how she handles their DM. But at the same time, she was also making their prospect work.
What do I mean by that?
I saw there were actually a few scenarios where the prospects said they want to make a booking. Like in this particular example, this lady said that she was going to be away, but she wants to book her husband in for a checkup and clean. What the receptionist did was very politely asked this lady to go to their website to fill in the enquiry form. So it’s like going to the website, filling in the form, running a few loops around the block, and doing a handstand.
What To Do
I mean, don’t get your prospect to work.
Our job is to make it easy for them to do business with us. What they should do is take her husband’s contact details. If she got the books right in front of her then she should just help him book in right there, done. Make it simple. And if she couldn’t do that, she could at least take the phone number, email address and let her know that someone will be in touch to help them with the booking, not go to the website and fill in the enquiry form.
We understand that the way you deal with the phone with prospects versus DM and SMS is slightly different, because the voice is taken, the tone is taken away and, you are left with just text.
What we have done is put together a mini-course called “The Book By Chat Course” using our triple-A formula. It’s designed to teach FOC to convert enquiries and questions into bookings.
This is exactly what we do with our team when we handle our clients’ social media platforms through our Practice Growth Program. They are all trained to convert DM enquiries and questions into bookings so that we can pass the contact details onto the practice with the email address, the phone number with the prospect expecting a call from the practice to help them with their booking.
I hope you found this video is useful, and that you are not committing this seventh deadly sin. And if you are, now you know what to do, you know that you can go through our websites, find our Book by Chat mini-course, and get your FOC to complete it, or maybe you want us to handle it for you all together through our Practice Growth Program, which is designed to help dental practices double their business in three years or less.
So, click the button below and fill in the enquiry form.
I hope you found this video useful and I will see you at our next video, cheers!
Services we mentioned:
When you don’t own the domain, you don’t control it, and it’s a very vulnerable position to be in, because that’s your asset.
Whilst it is good to get inspiration from other dental websites, it might not be the best move to copy everything they’re doing.