Lead Generation-Professional Services

By Mike Philie
In March 31, 2010

Let me tell you about my dentist. He’s a sole practitioner with a few dental hygienists and a couple of folks handling the front office. He’s been my dentist for over 10 years now.

Here’s what he does to generate leads. Three years ago he began doing a saturation post card mailing to area zip codes to try to drum up business. Since then they have also added personalized appointment reminder emails that go out one week before the appointment. Last week when I went in for a cleaning the office manager asked me to look at four different ads that they had run in local papers and asked me a series of 4-5 questions on each to gauge how effective I thought they would be as a potential new patient [they were asking all their patients these questions over a 30 day period]. Finally,when they finish the cleaning the hygienist hands you two referral cards (printed 4/4) with my name on them. If I refer a client I get a $50 gift card. Then something new, a day after my visit I got an email with a brief survey asking how satisfied I was with the visit and would I refer someone to their practice.

The office manager told me they get 10-15 calls a week from new potential patients and they’ve calculated the ROI on this and are very pleased with the results. Let’s recap their effort: locals 4/C ads, 4/C post card mailings, personalized email appointment reminders, a referral program, satisfaction surveys asking for a referral: not bad for a small professional services firm.

Now there’s two things you can do with this, actually three things:

1. Do you have any clients that should be applying this type of effort in their business and how can you help them pull it off.

2. Take a look at you own lead generation program and compare it to that of my sole practitioner dentist.

3. Keep doing what you’ve been doing because your plan generates the leads you need to grow and sustain your business.

Continued success.

Mike Philie

Mike works with printing companies that are not satisfied with their sales and business development performance, and are looking to get objective advice and strategic direction on how to improve the results of their business. His engagements can range from providing input on the overall sales strategy to building business development pipelines while training the processes of “selling” in today’s marketplace. Mike quickly establishes himself as a trusted resource and advisor to the owners and senior staff of his client companies through his personal involvement, and very quietly and effectively becomes an extension of their staff.

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