How Do I Get New Clients?
How Do I Get New Clients?
Dear Ms. Marketing: As a new lab owner, how do I get clients?
Here is an eight week program that will be helpful, no matter what product you are trying to sell.
First, decide how many new clients you want to gain for your business, and be realistic. If you are a one or two person laboratory and you obtain three or more new accounts, you will not be able to handle the work load. Secondly, select the ones in your area that you most want to target and reserve a 15 minute time slot for each on Monday morning. This step is critical! Same day - same time each week!
Week One: Drop off hot chocolate chip cookies. Nothing compares to the smell of freshly baked cookies! I know that you are probably saying 'no sales on Monday' - but this is not about sales. It is about building a relationship. Go in quickly - hit and run!
Week Two: Drop off coffee and Dunkin' Donuts. Make sure the coffee is name branded and that you arrive at the same time as the previous week. The number one reason dentists will quit a lab is for inconsistency in their work. Same day, same time begins building the consistency factor they are looking for.
Week Three: Drop off Starbucks coffee. Now, you are saying only the best. By this time, they will start to expect something is up but you still are not selling - just appealing to their senses on a consistent basis. Keep it going!
Week Four: Peppermints. You are using another sense of smell. Peppermints are the number one smell that people recognize, remember and recall.
Week Five: Room scents and a card. We previously used scented candles but room scents seem to work better. You are now starting to talk and build a relationship with the office that you are targeting. The staff recognizes your consistency and are now expecting your weekly visit. Each week begins with an anticipated and expected surprise appealing to their senses.
Week Six: Coke and peanuts. This is a 'Southern thing.' We take our peanuts and pour them into our cokes. I know this sounds sick to many of you, but it is really good! During this visit, drop off some literature about a product you provide, ie: E-Max, Procera, etc. Continue building the relationship through conversation and consistency.
Week Seven: Money Tree. The money tree is a small artificial Christmas tree with a five dollar bill on it. Take it into the office along with a video. Many of your suppliers offer videos promoting products and/or services that you provide. Offer the money on the tree to the staff for watching the video. Find out on your return visit next week who actually watched it.
Week Eight: Chocolate. Need I say more? Week after week, your consistency has increased your advantage over the competition. And now you have just won over the gate keepers with chocolate!
I know this sounds too simple to be true, but I have seen it work across the country, time after time. This is a very simplified overview of the eight-week program. It is very important for you to call us if you are planning to use this approach so we can give you the details on how this works. Call me at (800) 239-3947.
Remember, a sales department can be as small as one person. In many cases, this role will be yours but just as you must have a model department, you must have a sales department. If you have any questions, please e-mail and we will help with the answer.