How to convert inquiries or interests to paying patients
These days most dental practices are obsessed to generate leads and count them as hot buyers because believe all the leads have to buy or accept the offer right now. It is a myth among dentists who complain about the results and believe we had a bad lead or poor quality of leads.
If a patient sees your ads or offers on your website or online, most likely is interested in that service, then he/she may accept the treatment or for many reasons may not accept it. So by reading this article you will find out about your market and how to convert potential patients to paying patients. I believe all dental practice needs to know this little secret about dental marketing formula which helps to scale the business significantly.
It means in any market all audiences or buyers are divided into 3 main categories.
1️⃣ Hot Leads ( Buyers)
2️⃣ Warm Leads
3️⃣ Cold Leads
1 – The top section in the pyramid is related to hot buyers, who that already gathered all the required information and are ready to buy. This part consists of only %3 of the whole market and is ready with a credit card on hand to buy your service or product now.
2 – The second part of the pyramid is related to the audiences that are aware of their problem but they are in gathering information mode, this audience is % of 37 whole markets. Also, they are open to any interesting offer and the chance of accepting it is very high, depending on the features and benefits of your service.
3 – This bottom section of the pyramid contains the biggest section of the market around %60 is about those people or audiences that are not aware of their problem. They called cold leads because they don’t know or like you and your business. Even they don’t know that they have a problem.
By looking at the pyramid you will see that only %3 of the whole audience is hot or in buying mode and %97 of your market are not ready to buy your service right now. It doesn’t mean they never buy, they buy very later.
HOW TO TURN %97 OF YOUR MARKET INTO BUYERS?
You need to educate them that when you have a lead that has no information about a problem, they are in a state of uncertainty and won’t accept your offer. If they know more then the chance of buying is more. You buy something if you know about that and like it very simply, it is applied exactly to your leads.
To educate your leads, your message must be powerful, insightful, and education-based, and not simply as promotional as other practices that say buy, buy, buy. Therefore by educating and building a relationship with your leads, you move them to the upper section of the pyramid til reaching the top section which is hot buyers.
In this way, you convert a cold lead that showed some sort of interest in your service, to the HOT Leads that buy from you. You won’t chase them anymore and they will ask you to help them and solve their teeth problem. For example, if someone doesn’t know about dental implants or has no idea about treatment and the best solution for his/her teeth problem. In this case, if the lead is cold and doesn’t know you and your business then how are you expect them to accept your offer or service?
Need A System?
To scale and grow your practice it is important that you have a system in place. A system that takes the cold traffic from your website, Google, Facebook, or any channel and then warms it up. In this way, you are talking to people that are interested not everyone, especially times wasters.
The cooler part is the hard work, educating patients, following up with them, and delivering content all is done by your system, not you. And when patients reach out you out you know they are ready and willing to do business with you and get your service.
HOW TO EDUCATE YOUR LEADS/POTENTIAL PATIENTS?
Educate your potential patients, so they know more about the process of treatment and benefits to empower them to make a decision. ( use any content, like text, video, images, and case study)
- Design frequently asked questions that you think are the answer to most of the questions they may ask and nurture them. In this way, you give them information and also move them up in the pyramid.
- Position your treatment as the obvious choice.
- Then make them an irresistible offer that cannot refuse.
If you can actively and skilfully move people up the pyramid, you can shift many of the 97% of prospects from ‘not buying right now to becoming your dream patients right away. If you like the content please leave your comments, and thoughts, or share with people that you think, can help them.
