One of my dad’s favorite shows is Gold Rush on Discovery. It’s about commercial Gold miners trying to strike it big.
I’ve watched it with him a couple times, but I tend to get frustrated with the show (Seems like it’s always people fighting and expensive equipment breaking and no one ever finding much gold, but maybe I haven’t given it enough of a chance).
The prospect of “striking gold” is certainly appealing. Dig in the right place, and extract riches!
Which is how a lot of practices look at their leads. “We want more quality leads! Where can we find em?” As if they’re digging for gold.
I’m talking about the kind of leads that come in, have few questions, value your expertise, and are ready to buy.
Love those, yeah? Me too! “Where can we find more of those GOLD leads, Troy?!”
We’ll talk about that in a second.
First:
Are there certain referral sources that lend themselves to more “Quality Leads” than others? Totally.
Say a prospect comes in today, and he says 2 of his friends have had LASIK with you within the last month. Well it’s a safe bet he falls into the “Quality Lead” category.
The dude is gonna be easier to book for surgery than say someone who stumbled across you on social media (generally speaking).
But WHY? WHY is he easier to schedule?
Because he knows more, right? He’s already asked his friends all about it – did it hurt, how long did it take, how much did you spend, was it really worth it, etc? He’s pre-educated.
So it’s NOT just who he is. It’s NOT just the fact that he was referred by 2 friends. Because before his friends had LASIK, he was another random guy on the street. Another “regular lead.”
But this guy had a bunch of questions, and once those were addressed (by his friends), he transformed into what many would call a “Quality Lead.”
He was not BORN as a Quality Lead. No one is. He was MADE into a Quality Lead.
RE-READ THIS 👆
Because quality leads aren’t found. They’re made.
Some are created by their environment:
- The prospect’s friends / family who have had the procedure before.
- The radio spots they’ve heard about you every day for the last 3 years on their favorite station.
- Seeing your sponsored testimonial posts on social media over and over
These are all environmental forces that (in part) elevate a person to “Quality Lead” status.
That said, in many cases, you have to take a proactive approach in creating quality leads.
More outreach. More education. More digging. More asking questions. More finding the WHY. More finding the WHY NOW.
Discussing the benefits and consequences of their decisions around having / not having a procedure.
And the beauty of it is this – since quality leads are made (not simply discovered or stumbled upon), you actually have some control over the process. It’s like if the guys on the Gold Rush show could camp out at a cool spot in Alaska and say, “OK, we like it here. Let’s just set up shop and go to work MAKING gold.”
They can’t do that. But you kinda can.
But HOW do you go about creating quality leads? That’s a topic for another day.
Specifically, that day will be next Tuesday, 5/21, at 12p Central of 7p Central. Because I’m jumping on a Zoom with my friends Michael at Glacial, Dan at Lead Engage, and the Zeiss BDM Queen Carol-Anne to deep dive on this very topic.
See, Zeiss undertook the most in-depth Digital Lead Secret Shop study ever conducted in the industry (to my knowledge). 300+ secret shops across 100+ practices, with thousands of datapoints gathered and analyzed.
So if you want to see what’s happening in the industry, and hear of ways you can create more Quality Leads for your practice, tap one of the links below and register.
From Click to Consultation: Out-Convert Your Competition in the New Economy – 12 Central | 7p Central
– Troy “Gold Digger Maker” Cole
PS – They’re not planning on having a replay of this event. And you’re gonna get the most out of these events when you show up LIVE anyway. So pick a time and register. And forward it along to your team and have them join us too.