Attracting and Keeping Customers\Clients Dr. Neil Baum New Orleans, Louisiana What will I do for you? Share with you the M A G I C that will guarantee your success allow to proceed to the jump point and hit the target zone. What would I like you to do for me? • Take a few ideas from this presentation and incorporate them into your professional life within 72 hours Rule of 72 “If you have a plan or idea and do not take action on it within 72 hours, chances are you never will.” The MOST important question… “Why do your customers want to do business with you?” RHM Why? • • • • Is your product\service less expensive? Is Martin’s wine better? Are Crown Buick’s cars cheaper? Do T & C’s airline tickets have better seats? • Is Dr. Smith’s stethoscope better than other physicians’ instruments How do I know this? I am your customer? It is the extra service in addition to your outstanding products\services that attract customers and maintain their loyalty x Five MAGIC Secrets SECRET #1 Maximize Your Differences Maximize Your Differences • Hours of operation that make you more accessible • Allow clients\customers to call you at home • E-mail interaction • Preferential treatment • And……………… Emphasize that the product\service comes with YOU! SECRET # 2 Anticipate Their Want And Needs What are American Businessmen\Women Thinking? 1. They want to keep the customers that they already have 2. Attract new customers 3. Increase cash flow 4. Improve efficiency 5. Decrease overhead expenses (cont.) What are they thinking? (cont) 6. Improve office morale 7. Continuing education 8. Ease of conducting business with you 10. Prevent litigation These are the 10 hot buttons of EVERY Businessman\Woman • Hit these hot buttons….and • The customer will want to do business with you as you are interested in his\her success x • How many of these hot buttons are you pushing? The MacKay “66” “The more you know about your customer\client the more likely he\she will do business with you.” Harvey MacKay The “Baum 10” 1. 2. 3. 4. 5. Name…..DOB Telephone (w), (h), (c) (fax) (E-mail) Address (w) and (h) Education Special areas of interest and expertise (cont) “Baum 10” (cont.) 6. Hobbies and recreational activities 7. Martial status, name of spouse, (significant other) 8. Children 9. Conversation interests 10. Other: dining preferences, etc Bottom Line on Keeping Existing Customers Remember…. if you’re not in front of the customer (in person or on paper or on his\ her E-mail screen), someone else will be! AgLt Two Important Questions: 1. How are you making your customers feel good about you and your products\services? 2. How are you keeping your name in front of your customers on a regular basis and in a positive fashion? Make Your Customers Feel Good • “My uncle, John Doe, is your client and he told me how helpful you were • “I had my car repaired in your service department and the staff was so very kind and helpful.” • “I sat in your reception area and your customers had such nice compliments about you and your staff.” Make regular deposits into the Customer’s Bank Account (CBA) LA Deposit Into CBA Dear Valued Customer, We can't wash your dishes. We can't pick up your dry cleaning. We can't change the little light bulb in your refrigerator. We can't make your tuna salad just the way you like it. Then I realized there was one thing we could do. First-class postal rates went up a penny to 34 cents on January 7, so enclosed you'll find ten 1-cent stamps-a necessity for using up your old 33-centers. Sure, we're only talking 10 cents in value, but hopefully the time you'll save will be worth much more. Remember the staff Let the customer know you are thinking of him\her even when you are not conducting business The Power of the Note The Power of the Note Lou Holtz and the daily notes –brief –timely –handwritten The Power of the Note The rabbi and the bird Dear Craig, I have just heard of your wonderful good deed in saving a little bird from dying in the pool. I am very proud of you for doing such a “mitzvah”. Whenever you hear the birds chirping, you can be sure they are singing your praises. Well done, Craig. Rabbi Cohn Have impeccable, stellar follow-up Bottom Line: The Power of the Note See that your name crosses the mind and the desk of the customer and his\her staff as frequently as possible and in a positive fashion SECRET #3 Go Above and Beyond The importance of the “little extra” • Water gets really hot at 211o F • But only at 212o F does it boils • When it boils, it creates steam Getting to the Jump Point • Packing your chute x • Providing you with an emergency chute • Flying you right over the target SECRET #4 Increase your knowledge and sales skills The only difference of where you are today and where you will be in 5 years are the people you meet, the CDs you listen to and the books that you read! Neil Baum Take home message…. “An investment in knowledge always pays the best dividends.” Ben Franklin Para Secret #5 Courage to CLOSE the sale Why will the customer want to get on that plane with you and jump out of that plane together at 35,000 feet above the ground? Attracting new business H Some “Hot” Ideas To Attract New Business Attracting NEW Clients • Identify their needs, wants, problems and issues • Send agenda letter-mention the benefits and the distinct advantages that you can offer • Telephone call requesting a meeting • Send follow-up note after your first meeting Attracting New Clients Craig Baum story Attracting New Clients Say “thank you” even when the customer says “no” My opinion on customers who say “no” If a customer says “no”, it only means they don’t have enough information! Attracting New Customers • By providing outstanding service to your existing clients\customers you become a “magnet” and attract new business CZ Asking For New Business • “ASK and you shall receive!” • It is not a sin to ask for referrals Dear Colleagues, I would like to give you my experience with John Morise and the microwave thermotherapy for BPH. I have been using the Urologix technology, transurethral microwave thermotherapy (TUMT) with the new cooled catheter, for the past 18 months and have had a very favorable experience and outcomes using this minimally invasive treatment for BPH. Initially I was doing 3-5 procedures a month using a mobile unit. I then obtained a machine for my office and have increased my utilization to 8-10 procedures every month. John Morise, the Urolgix sales representative, arranged for me to attend a course in Minneapolis on marketing and utilization of the technology and, as a result, I was able to increase the number of procedures in patients within my own practice. Now, I have satisfied patients telling their friends about the technology and have patients referring new patients to my practice. Mr. Morise was also helpful in training my technician. We were able to do several cases with nurses sent by Urologix to train my technician. We were able improve the efficiency of the procedure and can easily do 3-4 cases in an afternoon without any stress on the technician or the office staff. Mr. Morise has also provided me with ample educational materials so that I can educate all patients with BPH about the technology and offer them videos, DVDs, and print material that explains the procedure, risks, and complications. I would be happy to answer any questions you may have about the procedure and would make my office available to you and your technician to observe a few procedures. I look forward to hearing from you. Neil Baum Take home message… Polite Persistence Pay$ My take home message to you.. What does it take - Execution - Courage Final message on closing the sale • It takes your courage and your execution to close the sale Summary • • • • • M MAXMIZE your difference A ANTICIPATE their needs and wants G GO above and beyond I INCREASE your knowledge and…. C CLOSE the sale Conclusion So……….. Let’s All Jump!! Any Questions?