Connecting and Influencing Your Community
In the previous three articles, we discussed identity, the importance of building a personal brand and the importance of embracing social media in all those efforts. Our wonderful colleagues have also provided their own unique insights into helping craft your overall marketing strategy.
It is our goal with the Inner Circle program to truly develop a smart partnership. One that extends well past the normal manufacturer/hearing care provider relationship. We want to help impact more than just the bottom line — we want to help you make an impact within your communities.
Your Patients and Your Brand
Your patients drive your business. This is why it is extremely important to figure out how they interact with your brand. Don’t just to look to them for when you want their business; find ways to continuously show them you care.
You can learn a lot by staying connected and listening to your patients. There are a plethora of business-related articles, sales seminars and books out there teaching you how to do these things.
Part of being an exclusive Inner Circle member means that we have combed through a lot of those business articles, gone to those seminars and read those books and in turn, compiled a concise and practical summary of the best methods. Like our latest products, we want to be multi-functional marvels as well.
Here are a few unique highlights.
One Size Does Not Fit All
Don’t just use the old, time-honored approach of one size fits all; embrace going that extra mile. This is 2019. It’s a whole new world out there. People like to feel special, and you should make your customers feel special.
Approach people as individuals rather than grouping them within social norms. Don’t take shortcuts no matter what it might do to your bottom line in the short term. Embrace the change and adapt with it.
Really Listen to Your Patients
Respond to your patients’ actual concerns and do it in a timely manner – Listen to them. I mean really listen to what they have to say. If you want patients to trust and respect you, you need to earn it by showing your dedication by making them happy.
Nobody Likes a Salesperson
Keep it personal. Don’t treat things like another transaction. Being more personal creates and strengthens bonds. Instead of being aggressive, try being more consultative and conversational. Don’t just go in talking about science and products … ask them questions and find out what’s important to them. Explain how what you have to offer can benefit or be of value to them.
Grow With Your Current Customers in Mind
If your patients are happy, your business will continue to grow. Don’t get caught up in getting that instant gratification. Remember you are playing the long game. Make yourself available to your patients; this is especially so in the early stages.
Just as you would with friends and family, make sure your patients know that you recognize their importance. It’s expensive to get new patients, it’s much cheaper to keep your existing ones by making sure they’re happy. Repeat patients often spend more money with you as well.
Have some substance in your communications.Push things out that people actually want to read; it doesn’t matter if it is an email, a social media post or a telegram … make it worthwhile. Personalize your communications. It’s way more genuine than copying and pasting information that a patient can readily just Google.
Be Involved and Connected
There are a lot of ways to connect with people. Get out into the community and show that you are serious about being part of it. There are dozens of events that occur each month in each community. Seek them out and participate.
If you are a runner think about sponsoring that local race. Then post pictures and tag them across all your relevant social media networks. Tag fellow participants and sponsors as well. Build that personal and professional network and use it to your advantage. Practice empathy, be authentic and share your stories!
People buy from people, it does not matter what business they’re in. Our patients want to be able to trust the people on the other side of the screen, the phone or the table and know that you have their best interests in mind. You cannot simply state that “you care.” You have to show them. Listen to them, don’t waste their time and be involved.