Quick note for you today on one simple change to help you book more consults:
Use names.
I’ve secret shopped several practice websites recently. The reason is to see how quickly someone gets back to me – and what they say – after I fill out their contact form. (Side Note: Rule of thumb is 5 minutes or less during business hours for the best opportunity to connect. Connection rate drops off a cliff once you get past the 5-minute mark).
And I noticed that multiple times, the practice would send an SMS or Voicemail and NOT use anyone’s name – mine or theirs.
Meaning, they might say something like “Hi! ABC Eye Center here, just following up on the contact form you sent us. Let us know if you would like to come in for a consultation!”
Now, there are multiple things wrong with that message. But the one thing I want to focus on right now is names and why you should use them…
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Names create familiarity. They instill comfort. They are core to solid rapport.
Your favorite word in the world is your own name. If you’re in a noisy crowd and someone across the room says your name, you hear it. We’re tuned to the sound of our names.
The easiest tweak to quickly offer better service? Use your prospect’s name in your communication – email, SMS, voicemail and even on the call.
But not only that…
You want your team to use their own names too. Your practice is made up of humans. And those humans help other humans (often referred to as “patients” or “eyes”) to solve a problem.
The human-to-human connection is essential to creating the trust necessary for someone to open their wallet – and open their eyes – to your care.
“Hey there John! It’s Troy here at ABC Eye Center…”
This may sound basic, and it is. But it’s a common mistake that happens in the majority of practices I encounter.
So go ahead and forward this short email to your engagement team and their managers, and make sure everyone is Using Names – their own and their prospects’.
That’s all I’ve got for you today. Enjoy your Thursday!
– Troy “Say My Name” Cole